While, until now, the term "Creator" (or before that "influencers") was mostly tied to people creating content online, it seems like web3 is allowing a whole new class of Creators to emerge.
These new creators are people who share their vision through content online rather than creating content as an end goal. The definition of a web3 creator could be:
"Anyone pushing ideas, and a vision, through content on the internet and leveraging the new web3 tools at their disposal."
This broader definition includes more people under the term "creator" and reflects more on these individuals' actions. These "Creators 2.0" might be the one that benefits the most from the web3 revolution.
A great example of a Creator 2.0 is Jeff Kauffman Jr. Jeff, who might not be considered as a creator in a traditional sense, has created a thriving community around advertising and marketing in web3.
He's pushing his ideas and vision through essays and podcasts, gathering a strong community keen to help him achieve his high ambition goals. Creating content is not its end goal. Its end goal is to share its vision and gather a community around it.
These Creators 2.0 are not trying to move their already existing audience into web3 to monetize it better. They are creating new communities using web3 tools and leveraging their previous following. And there's a huge difference between an audience and a community.
In 2021, we've already seen many thriving communities led by Creators 2.0. For example, I can think of Carlos Gomes, who has created Forefront, a community that recently raised $2.1M to Build the "Port of Entry" to web3 Social Clubs & Digital Cities.
Another great example is Friends With Benefits, led by the Creator Trevor McFedries, which recently finalized its $10M fundraising round at a $100M valuation led by Andreessen Horowitz.
These creators are not monetizing their audience in a web2 way. They are building tokenized communities to create projects that bring real value and then monetizing the project.
To do so, they are leveraging web3 tools such as Coinvise, a platform that allows them to create and manage their Tokens by providing features such as Airdrops, Quests or Vesting Schedule.
Today, to build a startup, someone needs money in order to hire people and support themselves. They usually raise this money from VC firms and give away a percentage of the company. This investment introduces misaligned incentives, and even if the company succeeds, it will take a long time for anyone involved to realize any real return on investment.
On a contrary, with Social tokens, these Creators 2.0 can build solid projects and incentivize their audience to participate in investing money or time in it from day one, avoiding raising money from investors.
With Social Tokens as equities, fans will put in some work and get rewarded with Tokens, letting them redeem perks in the project's virtual economy or by selling them for USD later if the project succeeds.
Even if the project needs to raise proper money, it can do it through the community. Stakeholders can then use their tokens to vote on future strategic decisions, and the people who helped build the project can sell some of their holdings to make money after the tokens have been released.
People who believe in the project can buy and hold Ownership, and people who think the project is headed in the wrong direction can signal this by selling their stakes. Anyway, purchasers have complete transparency over what is happening as everything is on-chain.
In web3, community members own a part of the Creator's content and success through tokens. As they benefit directly from the growth of the Creator, they are incentivized to provide help.
Social Tokens, in the end, allow us to align interests, develop a workforce from day one, facilitate collaboration with community members, and monetize more efficiently.