Did you ever wonder who provides the software support for all those “influencers” you’ve heard about?
Meet David Jodoin, president of Nynja. His firm provides software that allows content creators to interact with knowledge workers and enterprise executives.
At Future of Work Expo on Thursday, June 23, 2022 in Fort Lauderdale, FL, Jodoin spoke about “Aligning Business Productivity Tools with the Modern Workforce.”
He was really teaching us how influencers do their business.
“The traditional definition of hybrid workers is changing,” Jodoin said. It’s not just service people, like call centers and customer-service representatives.
Nowadays, content creators and knowledge workers work remotely and need software to support their endeavors.
Jodoin noted that people between the ages of 20 and 40 grew up with the internet. They expect distributed services. Right now, 35% of workers are millennials. By the end of 2025, that number will have risen to 75%.
This year, it’s estimated that 53% of people will work remotely on a permanent basis, he said. Furthermore, 83% of knowledge workers have worked in a gig economy outside of their regular job. The result: The Great Resignation.
That sets the stage for influencers. Jodoin noted that people don’t put much stock in official references, because they’re easy to fake. But, put a stranger on camera who has a good pitch and people will listen.
“We’re trying to meet the needs of the modern content creator,” Jodoin said. “People can actually come find you. You can find content very easily.”
Nynja combines communication packages, such as video conferencing, with lead generation, marketing and social-media distribution packages designed for content creators. The platform has about 300,000 subscribers, he said.
According to Jodoin, YouTube is fading as a support system for independent content creators because the platform makes it:
- Difficult to monetize your content
- Hard to establish any reach.
“Ninety-three percent of enterprise organizations have an influencer budget,” Jodoin says. “This is a new way of life. Enterprises are adjusting rapidly to this new market.”
For example, Jodoin noted that Bank of America has expanded its use of freelancers from about 5% of their workforce previously to about 15% now.
Another issue for freelance content contributors: “People have difficulty being paid what they’re worth,” Jodoin says. Some platforms take half of the profits generated by content creators. As far as advertising revenue, content creators get about 12% of that, he said.
Interactive software that connects content creators with potential customers opens up more opportunities to get paid more, he said.
Edited by
Erik Linask
