Creators have established newfound power in the media stream. But how do creators and brands build for a global footprint and infrastructure? The Information hosted an executive roundtable session at the inaugural Creator Economy Summit in partnership with the Consulate General of Canada SF to take a deep dive into the creator ecosystem and discuss opportunities and resources for talent and teams outside the Bay Area.
This session was joined by leading creator platforms, high-growth upstarts as well as Molly Burke, a legally blind YouTube creator, who has amassed almost 2mm followers and become a champion of accessibility in the age of tech.
The crux of the conversation centered around the question of how do platforms expand and help creators expand along with them around the world? Topics included global content and monetization tools, marketing moments, platforms and analytics as well as the actual creation and posting of content itself.
Audio formats were particularly interesting to the audience as a medium with fewer legacy building blocks or constraints like rights and clearances which allows for less friction to launch globally. In fact, Apple just recently leaned into podcasting with a new business model around Apple Podcasts subscription announced only 4 months ago and were able to open subscription commerce for audio formats simultaneously in 170 countries in regions.
One strategy mentioned for reach and expansion globally was to release the same content in various languages within a very short period of time to enhance marketing benefits and build anticipation. Creating a marketing moment also allows for testing as to which markets show demand for the storytelling and sets the foundation for a multi-region, multi-language business to become a truly global brand.
Others in the creator economy ecosystem are hedging bets on video formats like YouTube, Vimeo, TikTok and others. However, each platform has unique user behaviors according to metrics, so while a platform like TikTok is great for experimentation and iteration, a place like YouTube is built more for a subscription audience expecting exactly the content they’ve signed up for. Other platform features to consider in going global included multi-currency checkout, language localization, and crypto products.
With more platforms and places to release content than ever before, the supply and demand equation is quickly being flipped. Bridging the gap from channel launch and building an audience and sustainable business is an area for improvement for the platforms as creators are starting to see beyond content generation as their career and focusing more on business models and building a brand. Those tools and channels that help address both sides of the equation will be best suited for the evolution of the creator economy and ultimately building a global brand.
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