How Platforms Are Changing in Response to the Creator Economy

Times are changing. As our culture slowly begins to normalize full-time creatorship, the economy is responding. Some shifts feel unexpected while others feel more predictable. Regardless, one thing is for certain: as creators, paying attention to these shifts is important to maintaining our creative freedom and loving the lifestyle we’ve built.

In this episode, Charli and Haley examine the sometimes puzzling moves made by companies capitalizing on creators, the parts of creatorhood finally valued by our modern economy, and the powers that fuel it.

“What this shows really though — this fight to get creators to be exclusive on a platform — it shows how valuable creators are, right? And it shows how much these companies need creators in order to be successful.” ~ @charliprangley

Main takeaways

[04:05] Companies are trying to figure out the best way to incentivize creators to create exclusively on their platforms — but what’s the end game? Why is it important for creators to be exclusive on a platform?
[07:46] When a company pays a creator to be exclusive, it almost forces that creator to work for the company rather than for themselves. That creator is suddenly held more accountable and may ultimately lose creative freedom.
[10:46] Companies continuously focusing on exclusivity dilutes the ability for creators to easily diversify their streams of income.
[13:52] There’s been a snowball effect of one company after another recognizing the creator economy as something that’s collectively driving us forward.
[15:25] Companies are also recognizing the value of owning your audience. It will be interesting to see how companies outside of ESPs support that end goal.
[17:53] Platforms aren’t helping the creator middle-class succeed. Instead, they’re perpetuating the handful of highly successful creators.

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