Vitya Gribanov’s Post

In today's digital landscape, a large number of followers on social media doesn't automatically equate to revenue. As Jack Conte highlighted at SXSW 2024, the current internet algorithms have fundamentally changed the game for creators, making traditional "followers" less valuable than ever before. Creators with millions of followers might still struggle to monetize their content effectively. Conte reminds us that while the internet originally democratized creative distribution, these algorithms now make it increasingly difficult for creators to reach even their most loyal fans without paying to play. Given this reality, it's crucial for brands and creators to focus on developing their own social ecosystems—spaces where they have direct control over their audience interactions and data. This shift ensures that they’re not at the mercy of ever-changing algorithms and can build sustainable, long-term relationships. For CMOs, the next three years should be about moving beyond follower counts. Focus on fostering genuine engagement, creating valuable content, and building communities within your own ecosystem that translate into real-world support. What strategies are you developing to navigate this evolving landscape? 🔗 https://lnkd.in/dTnYEu_8

"Don't forget what gives you a sense of meaning, as a creative person!" Just one of the endless great insights by Patreon CEO Jack Conte speech at SXSW '24. A simple yet powerful sum up of the last decades #web evolution around the concept of the #follower. From early stage YouTube, passing through the TikTok revolution, trying to trace the years to come. What will be the future for #contentcreators? Can the next steps Patreon is trying to achieve be the answer? #innovation #creatoreconomy #creativity #future

This is genuinely phenomenal & inspiring… a true clarion call. EVERYTHING that algorithms are not. Jack Conte, founder of Patreon, demolishes the gatekeeping, creative censorship and active strangulation of artistic discovery/reach by many platforms, especially Meta. Platforms that proactively hinder grass roots innovation/inspiration, the stuff that feeds, fuels and nurtures societies. It’s why funding for arts is always one of the first things to be cut by governments. Given the countless future trend reports that I’ve read of creator/user lead output leading the way in brand birth, loyalty, growth, and innovation (i.e. success), it’s in stark contrast to what the behemoth platform overlords are seemingly aiming for. There are elements of staggeringly ingenious individual guerrilla marketing in this presentation, that blow creative agencies out of the water. Every single supporter, effectively becomes an active mobile brand ambassador for you, possibly for life. That is nirvana for any brand. With the emergence of AI, and the infinite growth of creative applications that are enabling the democratisation of the creative process and distribution, a process that is ultimately used to connect with others, showing what unifies us all - a desire to share our stories. Everywhere I’ve been fortunate enough to work, I got to see, read about, and meet the people we were creating for. We were purely a vehicle/platform/world for their sincere LOVE of something to be shared. The life changing awe I saw in their eyes at a gig, screening or event, was no different to mine, and we would go on to tell anyone who would listen about it. https://lnkd.in/e_vBNgRF

An important watch if you are someone (like me) who has given up on understanding the algorithm and is going back to creating stuff that I want and that I love. The internet is changing all👏 the👏time👏 We can’t control it, no one does, but what we do have control over is what we share and what we create that adds value and inspiration to the people who started listening (or following) us for those things from the start. Stop creating for the algorithm and start creating what you love again. #creatoreconomy #influencerschool #createwhatyoulove #contentstrategy

I've been rewatching Jack Conte's SXSW 2024 keynote, "Death of the Follower and the Future of Creativity on the Web," all week. Anyone working in social media knows the difference between a follower, a community, and a fan. The keynote is an incredibly solid, passionate argument for how to best use the web, navigate the "creator economy," and consider the value of "true fans," all of which are more crucial than ever in 2024. It's a must-watch. https://lnkd.in/e5_8FHZX #SocialMediaMarketing #CreatorEconomy #Creators #SXSW #Marketing

Growing your audience? Try an audience swap! Find similar-sized businesses and exchange shout-outs. Simple, effective, and FREE!

Fun fact alert! The selfie craze took the world by storm, revolutionising how we capture and share moments. But did you know when it was coined? Leave a 🤳🏼 in the comments if you learnt something new today. #FunFacts #DidYouKnow #SelfieHistory #DigitalRevolution #ThrowbackThursday #TriviaTime #TechHistory #SocialMedia #DigitalAge

Reflecting on a successful Vidcon Anaheim 2024. 📺 First off I was so pleased to share the stage with award-winning creator and entrepreneur Adam W - as well as Ian Trombetta, SVP Marketing NFL and Jo Cronk, President Whalar.  We discussed the success of YouTube and the NFL’s partnership, shared learnings from year one and our plans to go even bigger in year two. Note to self: preseason is only a month away! 😲 Here are my top three takeaways from this year’s event: 🤝SPIRIT OF CAMARADERIE AND PARTNERSHIP WAS STRONG. I saw competing platforms, talent and service providers interacting, sharing, partying  - all in celebration of the growth and success of creators.  I recall a time when it didn’t feel this way.  I left feeling so energized by the vibrancy of the ecosystem. 💻LIMITED AI DISCUSSIONS, LOTS ABOUT BUSINESS-BUILDING.  For a topic that’s taken us all by storm, there was remarkably little chatter (onstage or off) about the challenges/benefits of AI. The topic I heard the most is how do we provide creators with more holistic business-building support? 🚪THE BRANDS HAVE LEFT THE BUILDING.  Did anyone see any brands? I literally spoke to one brand advertiser over the course of 3 days.  I remember the days of creator and brand speed dating.  I don’t believe it’s just the draw to Cannes.  Could the lessened brand presence indicate a maturing of the sales landscape, where brands don’t feel the need to be on-the-ground striking up direct relationships with creators? Or, were advertisers missing a prime opportunity to support the creators that work so hard for brands? VidCon attendees, let me know what you thought about this year’s programming! What learnings did you take away from the conference? 👉 Hit me up in the comments.  #creators #vidcon #vidconAN24

I would encourage you to check out Jack Conte's #sxsw keynote if you haven't already. He does a great job of visualizing the history of the creator/follower relationship on the internet, and why the incentives between social platforms and creatives today are less and less aligned. It's a good reminder that building too much of your business, or even just your business' communication strategy, on a single channel leaves your very vulnerable to the whims of that platform. Just as you shouldn't rely on one client for the majority of your revenue, so too must you not rely on one channel to communicate with your customers, followers and fans. No platform, including this one, is immune; several notable influencers on here are reporting some pretty big decreases in reach over the past six months. The time is now to diversify!

Know your audience, the first rule in cutting an event