Lindsey Gamble ’10 lives and breathes the creator economy — a system where individuals make money by developing and delivering content to audiences digitally. A consultant, speaker, and creator whose weekly newsletter, which curates news, trends, and updates about creators, influencer marketing, and social media, has also amassed more than 10,000 subscribers. Gamble has earned recognition from LinkedIn as a top voice and from Business Insider as a marketing expert to know.
“For me, it's always been about providing value to whoever's reading my content and helping them in a way that isn’t gimmicky,” says Gamble, a Communication alum and member of Bryant’s College of Arts and Sciences Advisory Board. “I take a lot of pride in being able to take what's going on and translate it in a way that's practical.”
In today’s marketing space, influencers have become a powerful force, he notes.
“It's all human led,” says Gamble. “We connect with people as individuals as opposed to entities, and that's the power around it.”
RELATED ARTICLE: Swipe-worthy secrets: How businesses can master the art of short-form video
More people are working their 9-to-5 job and creating content for social media on the side than ever before, explains Gamble, whether it's to make extra money or fill either a personal or professional need. Some companies, he adds, are even creating advocacy programs that encourage employees to be creators on the company’s behalf because individuals are seen as more trustworthy than corporations.
Based on emerging trends, Gamble believes that artificial intelligence is going to democratize the industry since there are so many accessible tools available to assist people in becoming creators. He also points to an interesting dynamic at play between the creator economy and mainstream media/pop culture.
“YouTube is the number-one TV streaming service in the U.S., which is incredible, and it's mostly user-generated content. Hollywood is looking at creators on these platforms as talent and is making deals with them to license their content as part of their library,” Gamble says.
But there are positives and pitfalls for brands to think about when considering deals with creators, he suggests.
RELATED ARTICLE: Subtlety is key: Communication expert shares 5 tips for effective persuasion
When you have someone speak on your behalf, you're handing your brand over, Gamble says. While a collaborator might have the perfect messaging and the ideal content at that moment, brands could suffer down the road if the creator they partnered with gets in trouble or says something controversial.
Instead of trying to partner with anyone and everyone, companies should build lasting relationships, says Gamble.
“Determine how to go beyond the deliverable, get to know that person, have them baked into your brand, and work with them beyond content,” Gamble advises.