Secret Leaders with Dan Murray-Serter & Chris Donnelly

Why creators risk losing their audience - Dom Smales

Dec 3, 2024

In this engaging discussion, Dom Smales, founder of Gleam Futures and manager of stars like Zoella, offers a candid look at the creator economy's precarious state. He explains the urgent need for creators to pivot from mere influencers to savvy entrepreneurs to keep their audiences engaged. Dom shares vital strategies that have propelled his clients' success and the significance of authentic brand partnerships. He also reflects on the challenges young creators face in managing fame and productivity in an increasingly competitive landscape.

01:03:30

Episode guests

Dom Smales

AI Summary

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Episode notes

Podcast summary created with Snipd AI

Quick takeaways

The creator economy faces challenges due to oversaturation, requiring creators to adapt their engagement strategies to maintain audience interest.

Successful creators prioritize authenticity and integrity, fostering genuine connections that allow them to evolve while staying true to their values.

Public accountability is essential for creators to uphold their influence, as responsible communication helps maintain trust in a skeptical audience landscape.

Deep dives

Challenges with Business Banking

The speakers reflect on their experiences starting multiple businesses and the ongoing struggle to find suitable business banking options. They highlight the cycle of trying different banks, often resulting in dissatisfaction due to hidden fees or inadequate services. Eventually, they discover Wise Business, which proves to be a game-changer in managing business finances. Wise offers a streamlined approach to banking, allowing for international transactions without unexpected costs, significantly enhancing their business operations.

Intro

1min

Navigating Change in the Creator Economy

3min

Navigating the Influencer Economy

17min

Navigating Fame and Productivity

6min

Navigating Creator Management in the AI Era

9min

Navigating Personal Branding and Fame

23min

Innovative Brand Partnerships in the Creator Economy

9min

In this eye-opening episode, we sit down with Dom Smales, founder of Gleam Futures, to discuss why the creator economy is on the verge of collapse and what creators must do to avoid losing their audiences. With a wealth of experience managing some of the biggest names in the industry, including Zoella, Dom shares his insights on the shifting dynamics of the creator landscape.

We explore why creators are at risk of losing their influence if they don’t adapt, and how they can successfully transition from influencers to entrepreneurs. Dom also reveals the key traits and strategies that helped his most successful talents, like Zoella, rise to the top and sustain their success over time.

Whether you’re a creator or entrepreneur, this episode is packed with actionable advice on how to navigate the challenges of the evolving creator economy and secure long-term success.

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Thanks to HP our sponsor for this episode. For 10% off the HP Omnibook UltraFlip with built-in AI, use code 'HPLOVEWORK'. Valid until 31st January 2025, UK only. T&Cs apply. https://bit.ly/HPOmnibook-SLQ424

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