Anish Mehta, Founder at Animeta chats about the burgeoning creator economy and what’s to be expected from this segment:

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Welcome to this MarTech Series chat, Anish, tell us about yourself and more about the story behind Animeta…what inspired you to venture into this market?

Thanks for having me, Paroma! My journey in the digital space began 11 years ago as the CEO at Cosmos-Maya, a leading Asian production studio that created many of India’s most successful animated series. As we all know, there has been a significant decrease in TV viewership due to the rise of digital platforms over the past few years.

Seeing this burgeoning gap, I decided to leave Cosmos-Maya and create Animeta. Animeta is an AI-based self-service creator tech platform that seeks to financially and analytically support the Asian digital-creator economy.

We’d love to hear about some of the platform’s latest innovations and upcoming roadmap too!

Animeta’s innovations are revolutionizing the Asian creator economy by providing an extensive suite of features to help creators and brands unlock the untapped potential of these relationships. The innovative features we’ve developed are STARMAKER, BRANDSTAR, and STARDISCOVERY.

STARMAKER uses an AI-powered Content Strategy Engine to identify the creative parameters of successful social videos across the globe and provide customized recommendations to help creators stay ahead of the curve. This module also features AI-powered Content Transformation tools for editing, packaging, and cross-platform publishing.

BRANDSTAR is a Creator Management Tool that enables brands to achieve a higher ROI on influencer campaigns by building and managing authentic influencer relationships through accessible communication, deal-making, and end-to-end campaign execution. BRANDSTAR’s AI-powered Influencer Search Engine also helps brands find the right creators for their campaigns based on their brief, industry, target audience, campaign objectives, budget, and timeline.

STARDISCOVERY uses AI to rank creators based on 100+ quantitative, categorical, and qualitative features across content genres, languages, platforms, and countries through social listening and performance data.

We created Animeta to essentially be a one-stop shop encompassing everything a content creator and/or brand needs to maximize influencer relationships.

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How have you been seeing the global creator economy evolve over the years and what specific thoughts/observations do you have for the Asian creator economy and market?

The global creator economy is a rapidly growing population and has become a considerably large financial stream for many people. However, the Asian market, in particular, is fairly unorganized and bears numerous obstacles that prevent creators from monetizing their content.

Less than 0.2% of the nation’s 80 million content creators can monetize their work, leaving a vast majority of the creators out of the benefits of this business. Asian digital content creators face multiple challenges, including a lack of structured banking and financial assistance, proper creative or production support, and business intelligence to grow scientifically. Even brands cannot leverage the creators for their campaigns to the extent that they should be able to because of these challenges.

As the creator economy becomes more expanded and valuable, how do you feel brand marketers and advertisers can make better use of this space to drive growth?

Brand marketers and advertisers can make better use of this space by collaborating with new creators, investing in influencer marketing, leveraging user-generated content, experimenting with new platforms, and focusing on authenticity.

As the creator economy grows, brand marketers and advertisers must adapt their strategies to effectively reach their target audience on digital platforms.

With the skew in viewership from TV to digital I mentioned earlier, I can say there is without a doubt a need to drive growth through digital advertising. One of the most rapidly growing streams within digital viewership is and will continue to be the creator economy.

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A few thoughts on the kind of tech improvements and enhancements that will be needed to power the continued growth of the creator economy?

The technology in this industry will need to develop more niche-focused platforms that prioritize creators’ specific needs and interests.

Whether that is offering more control and ownership over content, more transparent and fair monetization models, or more opportunities for collaboration and community-building, platforms that are tailored to the needs of creators could ultimately help drive deeper engagement and better results. There is even an opportunity for niche-focused platforms to provide advanced analytics and data-driven insights that can help both creators and brands better understand their audience, optimize their content, and drive better results.

As AI and machine learning technologies continue to advance, I think we can also expect to see more AI-driven content creation tools that can help creators to generate high-quality content more efficiently and effectively. These tools could include everything from automated video editing to AI-powered writing and voice synthesis which I think could be a game changer for this industry.

A few common misconceptions about the state of the current day digital creator economy that you’d like to dispel?

While there are several myths surrounding this industry, like any other, I’d like to dispel one myth with Animeta. It is the myth that the creator economy is not a viable long-term career. With Animeta, we want to make entrepreneurs out of creators.

As a founder who is creating/building a business in this industry, I want to exemplify the reality that while the creator economy is still a relatively new industry, many creators have built successful, long-term careers in this space. As the industry continues to grow and evolve, there will likely be even more opportunities for creators to build sustainable careers. Through Animeta, it is our mission to bring about an organized, holistic, well-rounded, 360-degree value chain into the business, which will continue to dispel this myth and its corollaries on a daily basis.