The Importance of Market Research for Creators

“Data-driven decisions” can seem like just another buzzword in the world of content creation. However, leveraging analytical insights can be the pivotal factor between resounding success and embarrassing failure for a content creator. While traditional media has long relied on market research to understand audience needs, validate decisions, and target specific demographics, content creators can also benefit immensely from adopting these practices. By embracing market research, creators can gain invaluable insights towards sustainable growth and enduring success.

Your Audience is Your Greatest Resource

Creators may sometimes feel uncertain about asking their audience for input or support, even knowing that their audiences would provide valuable insights. It’s important to remember though, that by actively engaging with a creator’s audience in the form of soliciting feedback, that creator has also made their audience members feel valued and included in the process of content creation. As a result, fans feel a deeper connection to the content and a sense of ownership over its direction when creators actively seek their input.

Moreover, when creators act on this feedback, fans are more likely to become loyal supporters, driving greater engagement and growth. With a former client of mine, we asked a single question of “would you be interested in this potential new perk” and the positive response led to a nearly $1,000/month net income increase on Patreon. Through another client’s larger audience survey, we successfully launched four merch items for the winter holidays, all of which sold out. Asking about new perks or items previewed the idea for fans, increasing demand, and contributed to successful launches.

Counter to that though, when creators neglect to seek input from their audiences or conduct even basic market research, they risk investing valuable time and resources into projects that fail to resonate with their audience. If a creator isn’t willing to ask their audiences what they want, that creator might try to launch projects fans don't want, may appear out of touch with their audience, or could jeopardize any standing goodwill they might have had with paid and free members they already had. A disconnect between what the creator thinks their fans want and what those fans actually want can lead to not just a momentary mismatch of desires but to a reassessment of the fandom altogether.

Audience insights can elucidate opportunities for creators, ranging from identifying niche topics of interest to understanding the most effective monetization strategies. By listening to their audience, creators can tailor their content to meet the exact needs and preferences of their fan bases, resulting in increased viewership, engagement, and ultimately, revenue.

There’s more to market research than just asking your fans what they want

While asking fans what they want is crucial, it's just one aspect of effective market research for creators. In addition to direct responses, it’s essential to compare with existing data and best practices. Utilizing audience data from platforms like YouTube Analytics and tapping into the psychology of audience behavior provides insights into how different demographics engage with content and express their interest in those topics. Knowing which fans are likely to engage by spending money also allows creators to tailor merchandising and marketing efforts to better resonate with audience desires and motivations. Additionally, having data on the most engaged audiences can allow pitches to brands and advertisers to specifically target the interests of the existing audience.

And with market research, let’s not reinvent the wheel either - It’s important to look at what is and isn’t successful for other creators. To assess what might work in a given content or platform vertical, creators should identify peer, near-peer, and aspirational-peer creators to see what is driving their success and what can be improved. By leveraging a combination of direct feedback, existing data, and industry insights, creators can make informed decisions that resonate with their audience's preferences and drive sustainable growth.

The Only Failure is Not Trying

After hopefully convincing you that market research and audience surveys are vital components of long-term creator success, it’s worth acknowledging that not all creators possess the expertise or bandwidth to conduct this type of analysis. This is where Springboard Creator Consulting comes in. With over a decade of surveying and data analysis experience and a proven track record of success, I offer creators the expert insights and data-driven solutions they need to grow and thrive in a competitive creator landscape.

With over a decade of experience in surveys and data analysis, I've helped numerous creators achieve sustainable growth and success. My approach is grounded in personalized strategies aligned with each creator's unique goals and aspirations. If you're ready to push your creation and income opportunities to the next level, let's work together to unlock the full potential of your content and achieve your objectives!