Navigating the Creator Economy

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This chapter explores the innovative social media strategies employed by brands like Duolingo and Bose, highlighting their tailored content for specific demographics. It delves into the potential for content creators to expand their businesses, leveraging inbound marketing and community engagement to drive product success. Furthermore, it examines the evolving landscape of the creator economy, including financing challenges and the future roles creators may play in merging creativity with corporate needs.

JT Barnett, a former professional hockey player and also the Founder and CEO of CreatorX, joined Erik Torenberg to share his journey from being the 'vibes guy' in the locker room to becoming an influential figure at the intersection of content and commerce. They also discuss the evolution of social media platforms, future of social media, creator financing, and the role of creators in shaping modern businesses. This conversation was recorded in 2023. Grow and monetize your newsletter with Beehiiv: head to https://Beehiiv.com and use code “EMPIRES” for 20% off your first three months.

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LINKS:

🎥 YouTube: https://www.youtube.com/@jtbarnett

Tik Tok: https://www.tiktok.com/@jtbarnett

Instagram: https://www.instagram.com/jtbarnett

Website: https://www.barnettx.com/jt

Subscribe to the Media Empires Newsletter: https://media-empires.beehiiv.com/

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X / TWITTER:

@eriktorenberg (Erik)

@jtbarnett (JT)

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TIMESTAMPS:

(00:00) Intro

(00:29) From hockey to CreatorX

(03:45) Creator economy and business strategy

(06:42) Future vision: JT's empire

(10:36) Evolution of platforms

(14:16) Role of new platforms and technologies

(15:51) Sponsors: Beehiiv and Metaview

(18:02) Content strategy across platforms

(22:54) Demographics on TikTok

(25:13) Brainstorming marketing strategies for SecureFrame

(27:03) Successful examples of TikTok marketing

(28:18) Principles for effective company content

(29:21) YouTube strategies for businesses

(30:51) Potential of YouTube shorts

(32:17) Creators building businesses beyond content

(35:44) Evaluating social media platforms

(36:53) Mr. Beast in a box

(38:58) Creator financing

(41:55) Future of the creator economy

(45:17) Maximizing long term commercial value

(47:56) Wrap

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This show is produced by Turpentine: a network of podcasts, newsletters, and more, covering technology, business, and culture — all from the perspective of industry insiders and experts. We’re launching new shows every week, and we’re looking for industry-leading sponsors — if you think that might be you and your company, email us at erik@turpentine.co.