Artificial intelligence, mental health and communities were some of Hotmart’s highlights
Held at the end of August, in Belo Horizonte, the Fire Festival brought together the main names of Brazil’s creator economy in a three-day event at Expominas. With participants from 26 countries, more than 160 speakers and guests such as Gary Vaynerchuk (Gary Vee), IZA, Bianca Andrade (Boca Rosa) and Pedro Sobral, the event provided an exhibition of data and reflections on the Creator Economy.
This week, Hotmart, responsible for the festival, released the six trends for digital business and creative economy, based on the content presented by the speakers.
Artificial Intelligence, communities, mental health of content creators, variety of digital product formats and platforms, continued importance of Branding, and the growing professionalization of creators were the six topics highlighted as relevant to the market.
Artificial intelligence will not replace humans, but it will help them
According to The Influencer Marketing Factory, almost 95% of content creators already use Artificial Intelligence for at least one task. Whether for textual production or even translations and use of voice for videos, it is already a routine complement in productions. Hotmart CEO, Joo Pedro Resende, explained the positive impacts of AI. We will do things in less time and many people will end up changing careers, making a transition. And I think our work can help a lot with this: we work with knowledge and people will need it, he explains.
Communities are here to stay
The trend of communities is becoming increasingly significant in the digital landscape, offering a unique approach to content curation. As highlighted by Rafa Lotto, CSO at YouPix in Brazil, communities play a crucial role as curators, simplifying the search for relevant content. Furthermore, they do not focus on numbers but on quality and authenticity content, which will be a key role for stronger communities, as people will truly identify with the creator and become more actively involved in community activities.
Mental sadness matters
At Fire Festival, researcher Issaaf Karhawi introduced the concept of “algorithmic exhaustion”, which describes the condition in which content creators become ill due to the logic of social media algorithms. The tip to better deal with this issue is to understand which networks are a priority for your audience and focus on the excellence of the content produced, in addition to seeking other means of monetization.
Variety of formats and platforms can scale reach
Explore a variety of formats, like podcasts, YouTube, TikTok e newsletters, across different platforms, essential to expand the reach and success of digital content. The podcast was highlighted as a powerful way to build communities, especially among generation Z. YouTube focuses on understanding audience expectations, using data and humanizing the strategy to maximize success. TikTok Place emphasis on authenticity. Finally, newsletters have the advantage of their own audience and predictability in relation to algorithms, which, in turn, brings an opportunity to curate specialized content and directly engage with readers.
Branding remains important for brands and people
The event’s discussions also highlighted the transformation of content creators into successful brands, emphasizing the diversification of products that reflect their identity. A strong brand involves a loyal community consuming content in a variety of ways. To ensure longevity, it is important to detach the brand from the physical figure, using different forms of interaction with the community and creating representative products. Authentic, high-quality content is fundamental to this transformation, while products that represent the brand open up new opportunities in the market.
Creation for digital can and should be professionalized
At the Fire Festival, the importance of knowing the public and professionalizing the work with the collaboration of other specialists for the sustainable growth of digital business, such as copywriters, agencies, designers and video producers, was also highlighted. One way to do this is to use platforms like Hotmart, which can facilitate content distribution and audience monitoring. Another valuable ally on the journey is Hotmart PRO, which connects content creators with professionals in the creative production chain.
(Credit: dole777 on Unsplash)
