How ChatGPT is Fueling Growth for Creators
Creators and brands are harnessing the cultural moment that ChatGPT is having to capture new audiences.
OpenAI’s ChatGPT has brought Artificial Intelligence (AI) – often relegated to the science and technology set – into the forefront of coffee table consciousness. In short, a chatbot that can do everything from penning a 6th grader’s report on Alexander Hamilton to writing concertos, is having its cultural moment.
According to research from CreatorIQ, the largest end-to-end influencer platform, Instagram, TikTok and YouTube posts with hashtags such as #ChatGPT, #OpenAI, #AI and/or #ArtificialIntelligence have accumulated a massive 83M engagements and 732M video views over the last 14 months, with things really heating up upon the launch of OpenAI’s ChatGPT in November 2022.
In total, there have been 30.3K posts across 14.3K social accounts mentioning these hashtags since January 2022. All in all, creators posting such content have an aggregate total of 3.6 billion followers across those channels — a massive reach that has surely helped elevate ChatGPT into mainstream consciousness.
Brands are getting into the Chat game too. Of the 14.3K social accounts talking about this, 102 were brands. In the last six months alone, big names like BMW, Urban Decay, Trip Advisor, Cricket Wireless, Gartner, and WebMD have posted about AI/ChatGPT. More recently, Coke has launched “Create Real Magic,” a campaign that invites people to create digital art using AI tools DALL-E and ChatGPT with some of the brand’s iconic logos and visuals.
In terms of specific creators, the AI groundswell has been a boon for those looking to expand their audiences.
Adrian Twarog has been sharing web design and development tips on YouTube since 2020, and jumped on the ChatGPT bandwagon on Dec. 10, 2022, posting “What is ChatGPT and How You Can Use It.”
Eight of the ten videos Twarog has posted since Dec. 10 have been ChatGPT-related, with “ChatGPT Tutorial - A Crash Course on Chat GPT for Beginners” as his most-viewed video ever, with over 4.8 million views. According to Tubular Labs, with 1.6 million views occurring in the first 30 days per Tubular V30 rating.
Twarog’s overall audience has grown significantly: According to CreatorIQ, he’s had a 60% growth in YouTube subscribers since November, and an astounding 794% increase in monthly views.
YouTuber Nick White, who shares videos about coding, also benefited from a ChatGPT bump: His “How I Coded an Entire Website Using ChatGPT” published in early January led to a huge spike in monthly views, with his January view total 332.3% higher than the average of the five previous months per CreatorIQ.
It’s not all tutorials - creators are having fun with AI too, like food influencer Patrick Zeinali, whose “Robot Vs Human Bake Off” has generated over 38 million views since it was posted on Dec. 12, 18.4 million of which occurred in the first 30 days per Tubular’s V30 rating. Spoiler alert: Don’t let ChatGPT make your Thanksgiving dinner. This video is Zeinali’s fourth most-watched video. A second recipe face-off video, “I Made AI Cookies,” which he posted on Jan. 6, has 19K views.
Of course, this is just the beginning. As more people experiment with ChatGPT — and more companies and brands start to harness the power of AI — we’re sure to see even more growth within the landscape…for better or worse.