In light of an expected acute decline in global human talent, with an estimate of more than 85 million jobs to be unfilled by the year 2030; the future of creative talents and skills is questioned. A debate to which digital influencers (DIs) are relevant.
In addition to being the ‘cultural’ experts consulted by brands to promote their products, DIs are becoming the top ‘creatives’ of our time, with the influencer marketing industry now worth almost $14 billion globally. Seemingly, today’s weblebrities—bloggers, instagrammers, youtubers and the like—are not only shaping the future of creative industries, but also the broader umbrella of creativity.
This link between creativity and DIs has been endorsed by Guilherme Sette and Pedro Brito in their study: To what extent are digital influencers creative? (2020). Four major dimensions of creativity were matched with the responses of 30 Brazilian influencers who proved qualities of motivation, novelty, knowledge and personality. The way they showed being the best knowers of their followers—by not accepting what is just imposed by partner brands—was the clearest manifestation of their creativity.
Day by day, the ID influence is growing bigger as a new source for creativity. One example to mention here is the focus by creative artists and musicians themselves on ‘social media influencing’ to increase the e-visibility of their brands and products for marketing, rather than following the same typical ways to increase their sales.
It is obvious how IDs have been able to tilt the balance of power into talents, with creativity now rising as an economic engine. Today we have the ‘creator economy’; a new economic and social infrastructure that enables the work of more than 300 million creators, or IDs, excelling in the use of digital platforms and technologies to publish their creative content and engage more audience.
Add to this the predicted rise of computer-generated influencers (CGI), which gives a level of complexity to the link between creativity and DIs, leaving a looming question in mind: Will CGIs be the ‘creatives’ of tomorrow?
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