Content creators as new media: Key insights from Maksym Bilonogov at the Virtually Everything! Summit NYC

The Virtually Everything! Summit NYC, a celebration of the cutting-edge technologies shaping the future of content production, has just ended. The event covered various topics that are already influencing and changing the content industry. Max Bilonogov , WePlay Studios' General Producer and Chief Visionary Officer, highlighted the importance of content creators at the summit. If you missed the event, you can catch up on the main points of his speech by reading the article.

A recent study shows that around 40% of users rely on user-generated content while making a purchase decision. Every third buyer uses UGC to gather trustworthy product information, and 81% of marketers believe user-generated visual content has a significant impact on customers. This emphasizes the shift from traditional advertising to more authentic, peer-driven content. People trust UGC and follow people, not just brands. Therefore, collaborating with creators strengthens your efforts to attract audience attention.

To back up this statement, let's look closer at the stats. Currently, there are over 200 million creators, with approximately 1% of them having more than a million followers.  They are gamers, steamers, podcasters, artists, video-makers, and much more, so they cover every niche and every viewer's topic of interest. As of 2024, the worth of the global creator economy got the point of $156.37 billion , with around $24 billion value of the North American creator economy . Plus, according to Goldman Sachs, it has a strong connection with brands' marketing strategy, as 70% of revenue comes from brand deals . 

While the content creator sphere is productive, competitive, and gaining momentum, it has its own problems. Producing content might be expansive and time-consuming. Therefore, collaboration between creators, brands, and content production companies is a win-win deal. 

Audience comes first

When collaborating with creators, your reputation is directly tied to the creators you partner with. Their credibility significantly influences how your brand is perceived. But in this case, it's more than "know who you're working with." In addition to the creators themselves, it's also important to remain authentic with their fan base. By understanding and considering the audience first, you can effectively engage with them and build a community that is genuinely invested in their content.

Working on the OTK Games Expo with the One True King influencers network  we integrated engaging and fun gaming experiences curated by OTK influencers with the high production level for which we are widely recognized. Its idea — discussing innovations from game developers for four hours — was spot-on for streamers' fans. Moreover, the streamers touched upon about 40 new products instead of focusing on one game.

 As a result, this significantly expanded the event audience. The unconventional game presentation attracted 279,000 viewers at its peak and was broadcast for approximately 4 hours and 50 minutes.

Find your format

Brands of any size and sphere can work with creators. The main thing is to find their own type of content. For example, gaming is itself a unique interactive content-based segment in the entertainment field. However, in terms of content, gaming has room for growth.

Game-related content like Astra Carnival: World Quest Cook-Off! Music Showdown and TCG Championship, focusing on the game's lore of the iconic Genshin Impact game. While many gamers enjoy playing Genshin Impact, some people's first exposure to the game might not be through playing it but rather via an entertainment show. Producing game-related shows opens up a way for interaction between a brand and an audience through content creation.

Think big

Any idea can go live without high-quality production. However, technology is a tool that helps the creator's idea scale up. Technologies like AR, XR, and VR benefit the creative process and overall viewer experience. Creators get the flexibility to experiment with out-of-the-box visuals that might be difficult, time-consuming, and costly to achieve in traditional settings. While not every creator may need virtual production, those who embrace it can unlock a wealth of opportunities for innovation and audience engagement.

Today, by utilizing technologies like AR and XR, it's possible to create magic in every part of the world and even in virtual space. Take the VTuber Awards 2023, for instance — virtual reality is crucial for hosting an event of this scale, as VTubers use animated avatars rather than appearing in person. This means our WePlay Studios team needed to create an entirely virtual stage that meets the unique demands of the event. We designed not just a backdrop for the hosts but a dynamic stage where participants of the VTuber community can interact, appear in front of their fans, and celebrate their uniqueness.

We blurred the line between the physical and artificial world by using XR to extend the scene, using virtual lights connected to a physical lighting controller, and much more to create an immersive experience.

Plus, virtual production helps overcome challenges when traditional production is not an option. For example, when creating a video clip for the song "One Nation Under Love" by American composer Diane Warren, we decided to utilize virtual production technologies. Initially, the plan was to film Diane with the Statue of Liberty in the background. However, we had to set that idea aside due to unforeseen circumstances.

In the media business, we all know how crucial time is — often, it doesn't work in our favor. With limited time to shoot content in New York, we created a virtual replica of the statue and its surroundings in a studio in Los Angeles. Using XR, we achieved our vision and maintained the production quality despite the challenges we faced.

Content creators are the new stars of entertainment. We see huge market deals for shows between content creators, streaming platforms, and brands. It is only the beginning, and it means more engaging, immersive content with interactive elements, especially augmented and virtual reality. We are opening a new virtual production facility in Los Angeles, California, in December. The new facility will help content creators bring their ideas to life, using the tools and expertise to carry any filmmaker's ambitious creative vision.