Translartion. Region: Russians Fedetion –
Source: State University Higher School of Economics – State University Higher School of Economics –
New study “The Age of Creators” conducted Institute of Cultural Research HSE University confirms the growing trend of using domestic platforms by creators, emphasizing the importance of micro-influencers, short video formats and regional expansion.
Russian platforms are catching up with their foreign counterparts in terms of opportunities provided to creators and are dynamically changing to meet the current needs of users — this is evidenced by the data from the study “The Age of Creators” conducted by the Institute for Cultural Studies of the Faculty of Humanities at the National Research University Higher School of Economics. Content authors are already choosing and noting domestic social media and platforms among the most promising platforms for work. According to experts, the main platforms for posting content are VKontakte, VK Video, VK Music and Telegram.
Domestic platforms are constantly improving conditions for authors and expanding opportunities for content monetization. The result of these efforts is a growing share of creators for whom work in social media is an important source of income. For bloggers, the most common source of income is advertising contracts (40%), in second place are donations from the audience (34%), in third place is the creation and sale of their own products (merch, courses) (24%). According to experts, content monetization is becoming a key factor in success, and platforms are actively developing new tools to ensure it. Among them is VK AdBlogger, which provides businesses with ample opportunities for placing ads, collecting and analyzing statistics on their impressions, and optimizing promotion based on this data.
Creative industries provide opportunities not only for those who have specialized education, but also for those who have independently mastered the necessary professional skills. Among bloggers, influencers and community administrators, only one in six says they have specialized education. In various groups of creators, 51% of surveyed designers, 49% of text specialists, 33% of sound specialists, 24% of video production specialists and 16% of bloggers and owners and administrators of communities or channels have specialized education.
According to experts, creators who want to improve their skills often encounter barriers: lack of training programs in the required specialty, high cost of courses, irrelevance of training programs. Among the practice-oriented training programs, the experts interviewed named the programs of the Creative Laboratory Institute of Media HSE University, the University of Creative Industries Universal University and the open creative platform Prostor.
Content creators working in social media feel a growing need for analytical and management skills from creators. According to the study, the top 5 skills in demand include creativity, digital and technical skills, a sense of trends, business thinking, and analytical skills. Creators develop the necessary competencies by working on projects in practice, learning independently, and interacting with each other in professional communities.
Employers report a growing demand for creative professionals who effectively use the capabilities of artificial intelligence. Designers (65%) most often use AI capabilities in their professional activities, while bloggers, influencers (41%), and sound specialists (36%) use it less often. About a third of all representatives of creative industries plan to use AI in their work in the future.
“The economy of creators is a phenomenon that has attracted the attention of foreign researchers around the world in recent years, but until now this phenomenon has not been described using Russian material,” notes Alexander Suvalko, Deputy Director of the Institute for Cultural Studies Faculty of Humanities HSE University. — In this sense, this study is cutting-edge for Russia. Today, it is difficult to assess the scale of this phenomenon due to the widespread prevalence of digital activity, but the survey and expert interviews indicate an increase in interest in creators and influencers from digital platforms and businesses.”
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