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The Creator Economy Threatens Advertising Agencies | YMH Creator Roundup
Published 24 days ago • 5 min read
Top stories for bloggers, newsletter writers, and content creators.
If there is an article you think should be included in this roundup, please reply with a link.
No. 1: The Creator Economy Threatens Advertising Agencies
The traditional advertising industry is facing a seismic shift, with creative agencies at risk of becoming obsolete, according to a Creative Bloq article.
Business leaders like Arthur Sadoun and Rory Sutherland are questioning the future of these agencies as they struggle with layoffs and stagnant growth.
The root of the problem? A failure to adapt to the digital landscape and the creator economy's rise is projected to be worth $528 billion by 2030.
Traditional agencies are losing ground as brands shift their focus to influencer and creator-led marketing. Companies are increasingly bringing creative talent in-house and restructuring their marketing teams to work directly with creators, bypassing agencies altogether.
The rise of AI is further transforming this landscape, enabling brands to manage vast networks of micro-influencers with unprecedented efficiency.
The creator economy demands authenticity, speed, and agility—qualities that overproduced, traditional ad campaigns often lack. If creative agencies don't adapt, they risk being left behind as brands and creators reshape the marketing world. The question now is whether these agencies can pivot quickly enough to survive in this rapidly changing environment.
A leaked internal document from MrBeast Productions, shared by YouTuber Rosanna Pansino, offers a rare glimpse into how Jimmy Donaldson, aka MrBeast, runs the largest YouTube channel in the world, according to a Passionfruit article.
The 36-page handbook, titled "How to Succeed at MrBeast Production," reveals an intense, analytics-driven work environment where only the most obsessive and dedicated individuals thrive.
The guide emphasizes maximizing viewer retention through meticulously crafted thumbnails and video segments. It sets high expectations for employees, demanding they be "A Players"—relentless, coachable, and willing to work tirelessly to produce top-tier content. The document also hints at a controversial approach, urging staff to ignore "no" from outsiders and pushing for shots regardless of permission.
Pansino, who's been critical of MrBeast since 2023, shared the document after facing backlash for questioning the authenticity of his videos. The leak raises questions about the internal culture at MrBeast Productions, where the drive for perfection might overshadow ethical considerations. As Donaldson's empire grows, so does scrutiny on how he maintains his channel's success, revealing the challenges behind the scenes of a YouTube juggernaut.
TikTok isn't just for dance challenges and memes anymore; it's becoming a political and news hub for younger Americans.
According to a Pew Research survey, nearly half of TikTok users under 30 use the platform to stay updated on politics and news. This trend has caught the eye of presidential campaigns, making TikTok a key tool for voter outreach.
For TikTok creators, this shift presents a golden opportunity. With 50% of users under 30 regularly encountering political content and news, there's a growing demand for content that's not just entertaining but also informative and timely. Creators who can tap into this appetite for news and political discourse have a chance to expand their influence and reach a more engaged audience.
Moreover, the platform's young users are more likely to view TikTok as a positive force for democracy, with 45% of them believing it's good for America. As debates about TikTok's role in politics intensify, creators who navigate this space thoughtfully could position themselves as critical voices in shaping public opinion.
For content creators on TikTok, now is the time to capitalize on this evolving landscape and engage with an audience hungry for both entertainment and information.
As a content creator, mastering the art of storytelling is crucial to captivating and retaining your audience. It's not just about the facts or information you provide; it's about how you present that content to create an emotional connection. Storytelling allows you to resonate with your audience on a deeper level, making your content more memorable and impactful, according to Roberto Blake's August 21, 2024 email newsletter.
But let's get one thing clear, quality and value are not the same. Quality refers to the experience your audience has while engaging with your content—how polished, professional, and enjoyable it is. Value, on the other hand, is about the substance—what your audience truly cares about, finds useful, or is interested in. To build a loyal following, your content needs to deliver both.
Enter the STUDY framework, a powerful tool to ensure your content is well-structured, emotionally engaging, and unique:
Structure. Organize your story using a clear structure, like the classic three-act format—setup, conflict, and resolution. This makes your content easy to follow and more engaging.
Tone. Craft the emotional impact of your story by carefully choosing your tone. Whether it's serious, humorous, or suspenseful, tone sets the mood and enhances audience engagement.
Uniqueness. Stand out by infusing your content with your personal experiences and unique perspectives. This originality sets you apart from the crowd.
Dialogue. Use believable, relevant dialogue to advance your story. Good dialogue keeps your audience invested and drives the narrative forward.
Your Audience. Always consider who you're speaking to. Tailor your content to your audience's interests and needs to keep them coming back.
Storytelling is your gateway to building a loyal audience. You can create content that leaves a lasting impression when you deliver value and quality.
Marie Incontrera, founder of Incontrera Consulting, was stuck relying on word-of-mouth to grow her digital marketing agency. Then, she discovered newsletter sponsorships, according to a Kit blog post.
Intrigued by peers' success, she placed an ad in Dorie Clark's newsletter, which boasts 71,000 loyal subscribers.
The results were staggering. Marie booked 30 calls from her first ad, leading to a 30x return on investment. A second ad brought in another 10 calls. Marie found that advertising with a creator who shares her audience was a game-changer. Her takeaway? When you align with the right influencer, you tap into a pre-vetted audience that already values your work.
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