{"id":20851,"date":"2021-04-12T00:00:00","date_gmt":"2021-04-11T22:00:00","guid":{"rendered":"https:\/\/techbcndev.wearefirma.com\/online-pills-14-passion-economy-del-influencer-al-creators-marketing\/"},"modified":"2021-04-12T00:00:00","modified_gmt":"2021-04-11T22:00:00","slug":"online-pills-14-passion-economy-del-influencer-al-creators-marketing","status":"publish","type":"post","link":"https:\/\/www.techbarcelona.com\/ca\/online-pills-14-passion-economy-del-influencer-al-creators-marketing\/","title":{"rendered":"ONLINE PILLS 14 &#8211; Passion Economy: del Influencer al Creators Marketing"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Hi ha un gran hype al voltant de les xarxes socials i els creadors. Des de principis de segle amb Fotolog i Myspace els usuaris han participat en la creaci\u00f3 de contingut a la xarxa. El punt d&#8217;inflexi\u00f3 va arribar el 2009, quan segons <strong>Micky Ribera<\/strong>, CEO i Cofundador de BeAgency, &#8220;els influencers arriben a primera divisi\u00f3&#8221;, ocupant el front row de el m\u00f3n de la moda. M\u00e9s de deu anys m\u00e9s tard ens trobem enmig d&#8217;un altre boom. Aquest cop provocat pels nous canals i el creixement exponencial de l&#8217;audi\u00e8ncia. El resultat: la confirmaci\u00f3 que la creaci\u00f3 de contingut a internet pot ser una feina ben remunerada i un actiu fonamental per a les marques.<\/span><\/p>\n<h5><b>Take Aways<\/b><span style=\"font-weight: 400;\">:<\/span><\/h5>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Fer d&#8217;una passi\u00f3 un negoci \u00e9s possible gr\u00e0cies a les noves plataformes de difusi\u00f3 i producci\u00f3.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Els grans fons estan buscant inversi\u00f3 en plataformes que promouen la desintermediaci\u00f3.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">El contingut especialitzat fidelitza millor a l&#8217;audi\u00e8ncia.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Gran creixement dels live streaming com canals de venda.<\/span><\/li>\n<\/ul>\n<p><iframe loading=\"lazy\" title=\"YouTube video player\" src=\"https:\/\/www.youtube.com\/embed\/F3BYY0omlc8\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<h5><b>Passion economy<\/b><\/h5>\n<p><span style=\"font-weight: 400;\">Els nens ja no volen ser astronautes, ara volen ser YouTubers. Fer de la seva passi\u00f3 un negoci a trav\u00e9s de les plataformes digitals. M\u00e9s de dos milions de persones a tot el m\u00f3n ja es dediquen professionalment a aix\u00f2. Produeixen el seu contingut i gestionen la comunitat de fans, una audi\u00e8ncia que gr\u00e0cies a la desintermediaci\u00f3 percep al creador com alg\u00fa proper amb els seus mateixos interessos. Com m\u00e9s especialitzat el contingut, m\u00e9s fidelitzat el p\u00fablic.<\/span><\/p>\n<h5><b>Monetizaci\u00f3n<\/b><\/h5>\n<p><span style=\"font-weight: 400;\">Plataformes, publicitat, subscripcions, esdeveniments, marxandatge, col\u00b7laboracions, propines. Les formes de monetitzar s\u00f3n infinites i les plataformes estan millorant cada vegada m\u00e9s les seves condicions de col\u00b7laboraci\u00f3 per atraure els creadors. Exemple d&#8217;aix\u00f2 \u00e9s la migraci\u00f3 de YouTubers a Twitch. Una altra prova d&#8217;aquest apoderament \u00e9s OnlyFans, &#8220;un dels primers models on el gran afavorit \u00e9s el creador&#8221;, explica <strong>Micky Ribera<\/strong>.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">El seg\u00fcent pas s\u00f3n les incubadores d&#8217;influencers. Models de negoci que ja han aparegut a la Xina (Ruhnn Kol) i que es basen en crear influencers des de zero per a diferents verticals. Aquest proc\u00e9s compr\u00e8n tres passos: influencer, comunitat, productes.<\/span><\/p>\n<h5><b>Social Shopping<\/b><\/h5>\n<p><span style=\"font-weight: 400;\">Els directes s&#8217;han descobert com una plataforma de venda molt interessant per l&#8217;engagement que creen amb els espectadors. El directe mant\u00e9 l&#8217;atenci\u00f3 unes 15 vegades m\u00e9s que el contingut gravat, i els influencers aporten el component de aspiracionalidad i notorietat. A la Xina el format ja triomfa a plataformes com Alibaba, i a Europa i els Estats Units Amazon Live ja est\u00e0 experimentant amb aquesta nova forma de comer\u00e7 electr\u00f2nic.<\/span><\/p>\n<h5><b>AudioTech<\/b><\/h5>\n<p><span style=\"font-weight: 400;\">La nova tend\u00e8ncia de l&#8217;\u00e0udio despr\u00e9s dels podcasts es diu Clubhouse. Creat a Sillicon Valley per emprenedors i inversors t\u00e9 tots els ingredients per triomfar: f\u00e0cil, no invasiu (permet el multitasking), exclusiu (s&#8217;accedeix per invitaci\u00f3) i proper. Aquests factors han convertit aquesta plataforma en un unicorn, la companyia est\u00e0 valorada en m\u00e9s de mil milions de d\u00f2lars i acumula m\u00e9s de 10 milions d&#8217;usuaris actius setmanals.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Hi ha un gran hype al voltant de les xarxes socials i els creadors. Des de principis de segle amb Fotolog i Myspace els usuaris han participat en la creaci\u00f3 de contingut a la xarxa. El punt d&#8217;inflexi\u00f3 va arribar el 2009, quan segons Micky Ribera, CEO i Cofundador de [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":11346,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_mo_disable_npp":"","footnotes":""},"categories":[],"tags":[],"class_list":["post-20851","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>ONLINE PILLS 14 - Passion Economy: del Influencer al Creators Marketing - Tech Barcelona<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.techbarcelona.com\/ca\/online-pills-14-passion-economy-del-influencer-al-creators-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"ca_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"ONLINE PILLS 14 - Passion Economy: del Influencer al Creators Marketing - Tech Barcelona\" \/>\n<meta property=\"og:description\" content=\"Hi ha un gran hype al voltant de les xarxes socials i els creadors. 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