Audience engagement and monetisation of creative content in digital environments: a creative SME perspective.

Abstract

Creative SMEs face a number of limitations that can hamper their ability to develop and establish original content in digital environments. These limitations include a lack of resources, struggles for visibility, limits of engagement, audience pressures and free culture. The constant pressures from growing competition and fragmented audiences across digital environments amplify these limitations, which means SMEs can struggle in these highly competitive, information rich platforms. Research sought to explore how creative SMEs may circumvent these limitations to strengthen their positioning in digital environments. Two areas of focus are proposed to address these issues; firstly a study and development of audience engagement, and secondly an analysis of the monetisation options available for digital content and their links to engagement. With a focus on audience engagement the theoretical grounding of this work is based within the engagement literature. Through this work a new Dynamic Shaping of Engagement is developed and used as a foundation of analysis, which informs the development of practical work in this study. Findings present insight into the methods and practices that can help creative SMEs circumvent their limitations and strengthen their positioning within digital environments. However, the findings continue to emphasise the difficulties faced by creative SMEs. These companies are hampered by paradoxes that arise due to their resource limitations that limit their ability to gain finances, develop audiences and produce content. It is shown that those with the ‘key’ to audience attention are the ones best positioned to succeed in these environments, often at the expense of the original content creators themselves. Therefore, visions of a democratic environment, which levels the playing field for SMEs to compete, are diminished and it is argued digital environments may act to amplify the positioning of established media. Therefore, greater support is required to aid these companies, which must look beyond short-term solutions that focus on one-off projects, towards broader, more long-term support. This support can then enhance creative SMEs ability to not only deliver, but also establish and potentially monetise content in digital environments, which in turn can make continued production more sustainable.