Attention!

Attention has become one of the most valuable currencies in the global economy, and creators have managed to capture an extraordinary amount of it.

It’s  the one concept that has attracted  the most interest in our new initiative, The Creator Economy Playbook - which helps people understand the opportunities and challenges shaping this new economy.

Specifically, how creators have managed to gain so much attention so quickly.

So, here’s a quick breakdown of how we arrived at this point and why creator-led attention is now so valuable.

A Fragmented world of attention

Over the past decade we have seen huge fragmentation in the sources that gain our attention. 

Where once three or four major players (TV, film, radio, print) commanded the majority of audience attention, we now live in a world overflowing with platforms, feeds and personalities all competing for our (very) limited bandwidth. 

Importantly, our available attention hasn’t increased. What’s changed is where it goes.

Broad vs specific attention

Traditional media was built for the masses. It broadcast to everyone, which naturally led to broad messaging and more fleeting, surface-level attention. 

Creators, on the other hand, speak directly to specific communities. 

Through relatability, interaction, and authenticity, they’ve earned more sustained and personal attention. Their audiences don’t passively watch, they actively participate, engage and return for more.

Why creator attention Is more valuable

The value of creator attention comes down to three core drivers: relatability, engagement, and trust.

Audiences don’t just view creators - they connect with them. They see themselves in their stories, interact and genuinely care about their perspectives. 

This emotional buy-in is incredibly powerful and very difficult to replicate.

Connection Is the new premium

In an age where AI-generated and low-effort content is flooding every feed, brands are no longer chasing simple reach or impressions. They are prioritising connection.

They want attention that leads to belief and that belief to lead to action.

Attention drives action

If attention is the currency of the modern economy, then trust, engagement, and relatability are the multipliers. 

Impressions are fine. Views are good. But the real value is created when you can convert attention into impact.

Creators have mastered this shift and that’s why their attention is some of the most valuable attention in the world today.

So, how are you using the attention you earn?

Whether you’re a creator, a brand, or part of the wider industry, the ability to turn attention into impact is what will define the next wave of success in the creator economy.

If want to find out more about our Creator Economy Playbook event - give Claire a shout: [email protected]

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Team Changer

Following on from our Brisbane event, our Sydney event was nothing short of incredible.

Our panel consisted of Sabine Zonderland, John Polson, Rita Artmann, Justin Kurzel and moderated by Mike’s Mic with special guests appearances from Sarah Murdoch and Bryan Brown. The room was buzzing!

👉 Check out some of the pics here

We’ve got one more event to go and the Changer fam will be there! Join us for the next Tropfest x YouTube Creator Collective event in Melbourne.

👉 RSVP Melbourne  27 Oct