Creators need to get real about their future According to Linktree's latest report, 70% of creators earned under $49k LY Who is the $500B creator economy by 2027 for if the current model isn't built for creators The math isn't mathing Affiliate marketing is the #1 revenue stream Yet most brands offer 5-10% commission & keep 90% of the value Creators struggle to maintain always on content for scraps while platforms keep launching more affiliate tools to make brands + platforms richer TikTok's LTK, Amazon, Walmart integrations perpetuate the problem by making it easier to earn less promoting the same products as every other creator vs solving the real issue of creator ownership & value capture But also w/ direct product links in comments, why do we need link in bio tools? Creators want to build something more substantial & predictable than viral moments that sell things that aren't even on trend or durable enough to pass down generations There's massive fatigue w/ affiliate marketing b/c creators can't differentiate themselves from the masses How can they w/the same products? No one's providing creators w/instant trend insights pre saturation And I don't mean songs The future of commerce is NOT creators making brands billions while earning pennies The future is creator brands When you're only earning a small commission, you're just another channel for brands You have zero equity in what you build trapped in an endless content creation cycle while your community pays full price & you get crumbs The system demands an overhaul Creators need ownership They need the majority of revenue b/c they create ALL the value They need the tools, trends, & network to succeed Their communities deserve better products & prices The deeper problem? Most "creator economy" companies are built by operators from old retaili Or they don't understand anything about retail at all... They're just repackaging the same broken model w/better technology But giving creators more affiliate links isn't really innovation Insiders can't challenge the status quo b/c they profit from it What creators really need is access to the actual manufacturers behind great brands, real trend forecasting, & teams not stuck in 1985 Teams who've built billion-dollar brands partners willing to share the majority of profits Above all, they need true ownership in what they build The truth is, not every creator should be a brand Not every operator understands true brand building Most platforms don't want creators to succeed off their platforms But for those ready to build something real - the manufacturers are ready, the consumers are waiting, & the market is desperate for authentic brands This is a defining moment in retail - ecomm is a $75T industry by the end of the decade... And I don't mean bad pod merch It's time to move past affiliate marketing as the #1 source of revenue w/ operators who dare to let creators own what they create #thegreatfashionreset
Rob Bagot
3w
Why isn’t there a platform dedicated to sellers and influencers? Like Skymall on airplanes? That way they could get a bigger cut.
Monica Khan
3w
As usual, Joanna Williams, you are ahead of the game 🔥 How are brand operators and creators who want to build true partnerships (not affiliate marketing or even one-off partnerships) finding each other? Is brand<>creator brand building something we actually see happening yet?
Keith Osola
3w
Fabulous digest Joanna. And I'll agree 100%. Why? Because no brand, or at least vary few brands, are truly flexible, and fluid. As they're stuck, and stuffed, into, and surrounding, the corporate brand bullshit, and nausea. But along comes a clique of fashion designers, let's say, with zero drag in terms of supply chains, so, it's all in one place, and bang. Suddenly there's an outfit, who can spin on a Dime, Sixpence. Because they can create, and design, at the same time, and pop out stuff instantly. Short runs, blast runs, a mix of both. With AI integration, throughout. So, the can massage their communities, into a real sense of belonging, authenticity, uniqueness, worth, whilst at the same time, feeding their AI, which in turn feeds their inhouse production, which in turn ships instantly. So, now you're into hunger feedback, in real time... We'd like, we wish we could have... And because everything's integrated, within one location, they can respond, with short blasts, blast runs, with almost zero waste, anywhere.
I have to imagine there will be pressure to change as the Creators start wanting more than "pocket change" and realize thet others are getting rich on their backs. Don't get paid with the Cadillac!
1) Web3 gives them ownership 2) Most creators are bottom of the funnel or top 3) Platforms commoditize creators ( see point 1 )
Simi Diskin
3w
Math or no mathing… you are once again adding up. As a creative.. this is really good stuff and, as always.. you are spot on. 🙏🏽♥️👁️
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2wSo I started off my career as a pure creator (music)...eventually built my own compan(ies) for that very reason - EQUITY. Takes a while to accept the humbling reality that likes don't pay bills. That said, as much as I agree with about 99% of this, I have to slightly push back on "Creators need ownership....They need the majority of revenue b/c they create ALL the value" As you and I know, starting but more importantly growing and sustaining a company is 😅 How many creators are willing, ready and able to take on all that the Creator/Entrepreneur title requires? I don't know Joanna 🤷🏾♂️