The committee aims to offer, through discussions and collective creation of content, materials that can help in the development of actions
IAB Brasil announced the creation of the Creators Economy Committee, which aims to offer, through discussions and collective content creation, materials that can help in the development of actions in a safe and sustainable way.
Among the materials expected to be produced by the committee to help players in the market, there will be tips on good practices for actions and relationships between creators and brands, metrics for actions with creators and business trends based on the creators economy, such as the relationship between creators of content, games and metaverse.
We continuously monitor trends and their representativeness for digital advertising in the country, and deepening the creators economy is a frequent demand of our associates. Investment in creators can no longer be considered as ancillary money”, said Cris Camargo, CEO of IAB Brasil.
According to a study carried out last year by the Coupon Vlido platform, with data from Statista and HootSuite, more than 43% of the Brazilian population has already made a purchase under the influence of a celebrity or content creator. In addition, the study points out that Brazil is the third country that most uses social networks in the world.
However, even with the high influence that creators have in Brazil, there is still a lot of informality in hiring these professionals, who occupy an increasing space in the digital advertising market. In order to meet the segment’s growing demand, IAB Brasil, through the work of the Creators Economy Committee, intends to start defining, for example, what this market would be and what creators represent for digital advertising.
The committee will be open to the participation of IAB Brasil members, who will be able to discuss solutions and metrics, supporting both creators and brands to develop in this new economy. The Creators Economy Committee will be led by Yuri Mussoly, Head of Creative Lab LATAM at TikTok.
The idea is to organize this new media and talk about the professionalization of its management and the recognition of the structure behind it. Sharing experiences, expectations and demands of members will be essential for the preparation of materials that can help all players working in digital advertising, concluded Yuri, president of the IAB Brasil Creators Economy Committee.
