Let’s face a simple fact; today, most social media users do not get rewarded for generating content, period. Social media platforms that have a significant reliance on user-generated content (UGC) share an open secret: you are their revenue making machines, and you do it mostly for free (if not, you even pay for it).
Amongst the billions of content creators out there, when you share and interact on the different platforms, the platforms can exploit your content and data then cumulatively earn tens of billions of dollars in annual revenue from it. In return, average Joes like us get nothing invariably from the proceeds.
PINC endeavours to correct this imbalance and provide content generators like yourself, an opportunity to correct the unfairness.
1. Fuelling the economy for others
Content creators are exploiting the data they provide and content they create, sometimes even having to pay to be seen; but do not get remunerated.
2. Lack of monetisation
The bulk of the revenue generated platforms is heavily dependent on advertising. As a result, the current incentive model which drives the ecosystem is mainly centralised and dominated by either the platform or the paying advertisers, often at the expense of content creators and consumers.
3. Disproportionately favouring
When advertising or marketing budget is involved, more weight gets placed where broader audiences are present; giving little to no opportunities to the less favourite content creators.
4. Unjustified ROI
Given the unfavourable circumstances, to increase the value of a content creator's account, perceived value is often initiated by content creators to increase their opportunities for monetisation - "fake likes" and "fake following".
5. Difficulty in identifying a brand advocate
With the assessable, affordable and increase of "fake likes" and "fake following", data available becomes distorted and it makes determining right brand advocates more difficult.
6. Limited avenues for creators to showcase
Platforms like Facebook and Instagram favours the paid advertisers, neglecting the independent designers and artisans that have limited advertising budget, hence limiting their opportunity to be seen.