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Teachable Creator Report Uncovers Latest Trends in Consumer Engagement with Creators

Consumer

Among other things, a recent poll reveals that 95% of consumers have gained new knowledge from a creative and that 70% of consumers feel a personal connection to their favorite creators.

Teachable released its first-ever consumer analysis on the habits and patterns influencing fans and their favorite creators, called Creator Connections. Based on a study of one thousand American consumers, the research covers a wide range of topics, from the intricacies of creating successful content to the process of fostering genuine relationships between fans and creators.

Important conclusions consist of:

  • Even if algorithms present an infinite amount of content, most users only follow and interact with one to five producers in a meaningful way.
  • About 66% of consumers claim to feel a personal connection to the creators they interact with the most, with 70% stating they do so in a matter of days to weeks.
  • A genuine desire to assist artists is cited by 40% of customers as a factor in their decision to purchase creative goods or entertainment; among Gen Z, this figure jumps to 50%.
  • In addition to being entertained, 95% of customers claim to have gained new knowledge from creators. Furthermore, 80% of respondents believe, either somewhat or firmly, that having received advice or insights from a creator has improved their life in a visible way.
  • Short-form social media material is losing ground to long-form content as Gen Z’s preferred format. Notably, live streaming came in third place among all age groups. Furthermore, most consumers like material that is generated with less effort.

“It takes a highly engaged community—of fans, followers, students, subscribers, you name it—for creators to achieve long-term, sustainable growth. And that growth is the north star for even the biggest and best creators out there”, “With this report, we set out to understand the trends shaping the people who are logging on, tuning in, and religiously following creators of all kinds. We hope these new insights help not just our Teachable creators, but creators across the industry who are looking to find new and better ways to deliver content, products, and experiences that make an impact—in the here and now, and for some time to come.”

Mark Haseltine, CEO, Teachable

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