Panel was attended by Vinicius Gambeta, head of content at Agência de Bolso, and Guilherme Oliveria, CEO of Mudah
The creator economy is one of the main topics being discussed at Gramado Summit 2024 and, this Thursday (11), the main stage of the event was occupied by Vinicius Gambeta, head of content at Agência de Bolso, and Guilherme Oliveria, CEO from Mudah, to talk about the growth of this market and how the movement of influencers becoming brands and brands becoming influencers happened.
The conversation was mediated by Patrick Paes, CEO of Paes.Digital, who asked the guests what their perception was about the current moment in the creative economy.
“I think we are in a good moment. I’m seeing an ecosystem forming around creators and today there is an accountant who specializes in creators, a bank aimed at digital creators… So, you don’t necessarily need to be a creator to make money from the creative economy ”, stated Gambeta.
Guilherme pointed out that, despite advances, the creator economy still needs to professionalize and mature. “We have to look back and be proud of the things we were able to do through the internet, but today we have an audience that demands a lot from the creator, both in terms of positioning and creativity. We still have a long way to go,” he explained.
Mudah’s CEO also shared his views on brands that choose to work with the creator economy and, among all things, he highlighted the need for companies to understand the importance of co-creating with that influencer.
“The brand hires the creator because of its community and, looking from the industry side, we have to give more freedom to the person to create the content. We have to know how to take advantage of the organic and true content that is offered”, added Oliveira.
In addition to the traditional “publi post”, the panelists also spoke about the ways that creators have to monetize their work, such as licensing, consultancy and lectures, and about the naturalization of the act of creating content in current times.
“Today, the internet is part of our lives and creating content has become increasingly natural. Everyone creates content in some way, whether in stories, in a Whatsapp group, comments on photos… This is creating content. The content creator stopped being a content model and became something applicable to any model. Currently, content creation is a channel, not the business model”, explained Gambeta.
Paes also asked what lessons brands can learn from the creator economy. Both reinforced that there is a factor that makes the creative economy stronger, which is the ability to create communities. Oliveira also highlighted that there are already some brands that have managed to connect with the public and that can serve as an example for others, such as Netflix, Duolingo and Magalu.