Creative Challenges: Unlocking a Superior Brand-Creator Relationship

First coined by journalist Tina Brown in 2009, the “gig economy” refers to the contemporary movement of individuals engaging in “a bunch of free-floating projects, consultancies, and part-time bits and pieces within a digital marketplace.” Rather than working full-time for a single company, “gig” workers, also known as “creators,” complete any number of services for multiple businesses across various industries.

As brands become more reliant on creators for assistance with digital content, social media, and more, building lasting relationships is becoming increasingly important. To understand the ingredients of a bestin-class relationship between brand and creator, Tipalti surveyed creators across the United States and United Kingdom who earn part or all of their income creating or producing content.

The most populous role representation was seen from – but was in no way limited to – digital content creation (e.g. graphic design, video production, animation); social media influencing or content creation; and writing and publishing (e.g. blogging, book writing, journalism, poetry).

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