Visa Encourages Legacy Brands to Embrace the Creator Economy and Develop Content to Add Value to the Creator Experience

Goldman Sachs predicts that the creator economy could grow to $500 billion by 2027. While smaller companies use influencers as a marketing tool, larger brands struggle to leverage creators to build their businesses while minimizing risk. Visa's CMO, Frank Cooper III, defines the creator economy as the ecosystem that has emerged from people who create content online and engage audiences around that content for communication, community, and commerce. Visa has launched a social video program called GetP@id to help aspiring creators turn their hobbies into real businesses by pairing them with established creators in fashion, music, and food. The program aims to provide younger creators with the tools and systems they need to succeed in the creator economy, which faces similar challenges as small and medium-sized businesses.