Not all creators need to foster community

BANKNOTES minted by #paid

English - November 08, 2022 05:00 - 4 minutes - 3.79 MB
Marketing Business Entrepreneurship brands creator economy creator marketing dtc ecommerce influencer marketing marketing Homepage Download Apple Podcasts Google Podcasts Overcast Castro Pocket Casts RSS feed

Previous Episode: Changes to Meta’s API impacts some influencer marketing platforms

Next Episode: Bolt one-click checkout sustains another round of layoffs

I was at a marketing conference last month and heard a panelist tell the crowd that “Creators don’t only have an audience, they’ve built a community.”

This sounds valuable to advertisers but it puts creators at a disadvantage if they haven’t focused on building a community. I was about to raise my hand when another panelist piped up and responded with an important question: “What makes you think all creators have built a community?”

Building audiences has always been a lucrative endeavor. It’s the reason why the amount brands spend on influencer marketing keeps rising. Community is powerful on its own, too. Conferences and online memberships are thriving businesses. This begs the question, do all creators need to build community? ... (READ MORE)