The first edition of the Paris Creator Week took place at Station F in Paris this week. It brought together content creators, brands, and industry experts to dive into the booming creator economy. This sector, valued at $180–250 billion globally in 2023 and growing at 15% annually, is expected to double in the next five years. The event aimed to position France as the leader in the European creator economy.
Here are the key takeaways from the event.
Lessons from France’s top podcaster, Matthieu Stefani
Matthieu Stefani is the leading podcaster in France with GDIY (Generation Do It Yourself), and is widely regarded as one of the pioneers of the creator economy.
During his conference at Paris Creator Week, he shared his approach to building a successful podcast. His main advice: passion is essential. Content creation should always come from a genuine interest in the subject matter.
He also emphasized the importance of working with sponsors you truly believe in. If a sponsorship feels forced or insincere, it risks alienating your audience.
Matthieu pointed out that, in the creator economy, it’s not the number of subscribers that matters but their quality. For example, a podcast on entrepreneurship with 500 founders as listeners is more valuable than millions of followers with no connection to the topic.
He also shared that his podcast saw a 40% increase in new listeners this year, proving there’s still room for new voices in podcasting.
CYRILmp4: Balancing content creation and entrepreneurship
Cyril MP4, a content creator with over 5 million YouTube subscribers, spoke about balancing content creation and entrepreneurship. He believes every content creator is also an entrepreneur. Cyril has built multiple companies around his content.
However, it hasn’t been smooth sailing. He mentioned taking a one-year break from YouTube to recalibrate and refocus. His key advice: organization is crucial. As creators scale, finding the right balance between producing content and managing business operations becomes essential.
Making corporate communication engaging: the role of content creation
Corporate communication can often feel dry, but there are ways to make it more engaging and relatable. One of the best ways to do this is by putting faces to the brand. Whether it’s the CEO, employees, or content creators who authentically represent the company. After all, a business is made up of people, and showing the human side of a brand helps build trust and connection with the audience.
A great example of this is Orange’s Better Program, where influencers are invited to spend time at the company’s offices to learn about its innovations. These influencers then share their experiences with their followers, offering a more personal touch to the brand. It’s not just about promoting a product; it’s about showing the people and values behind it.
Creating engaging content is another key to making corporate communication resonate. L’Oréal did this brilliantly by turning a traditional financial report into something visually appealing and digital-friendly, which garnered 3 million views. They proved that even dry corporate content can be transformed into something captivating when done creatively.
In the same vein, Orange used content creators to create over 1,000 posts leading up to the Olympics, and nearly 400 posts during the event. This real-time, engaging content kept the brand at the forefront of the conversation and connected with audiences in a natural, authentic way.
The key takeaway? To make corporate communication sexy, brands need to humanize their message—by putting real people in front of it, whether it’s through influencers, employees, or leaders—and make it engaging, whether through creative content or authentic storytelling. It’s all about finding the right balance between authenticity and creativity.
How to work with content creators ?
When working with influencers, it’s important to give them the freedom to bring their own creativity into the collaboration. They understand their audience best and know how to deliver the message.
More and more, brands are turning to micro and nano-influencers. While they may have smaller followings, these influencers tend to have highly engaged and loyal audiences, making them an excellent choice for brands looking to target specific, niche markets.
Ultimately, the key to a successful influencer partnership is authenticity. When influencers genuinely believe in the brand and share its values, their content feels more trustworthy and organic, which leads to a stronger connection with their audience.
Although Paris Creator Week 2024 has ended, check out our upcoming events here – we’ve got some exciting opportunities lined up for you !