he Covid-19 pandemic — which kept everyone at home — revitalized the way brands use creators. This series, called The Creator Machine, is a cross-brand Digiday Media special feature that examines the phenomenon.
Click through the experience below to read more coverage including how agencies are using creators, how much money creators stand to earn per platform and how all this impacts the so-called creator economy.
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Shopify acquisitions
In a bid to compete with other platforms for creator attention, Shopify is moving deeper into the acquisition space to further attract audiences to its feeds.
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Supporting creators
Social media managers have been on the frontlines of evolving internet trends — and sometimes unwelcome feedback. A look at how the role has changed.
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Creator programs
Each platform has created a support program for creators to woo over influencers to use their channels as marketers continue to see value in influencers.
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New creative directors
Fashion brands are increasingly turning toward platform creators to hire as creative directors. A look at how platform talent could be informing fashion.
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Digiday Podcast: YouTube
How two YouTube stars went from nearly quitting to creating their own media company. The first episode in a special podcast series focused on creators.
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BuzzFeed's creator program
BuzzFeed launched its creator program four years ago. Since it has evolved to resemble something of an outright agency. How the publisher did it.
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Creators consult publishers
Some publishers have turned to creators native to TikTok to help guide them through the fast-paced and rough-cut platform. A new strategy for a unique platform.
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Creator credit
The value of working with creators has changed as attentions, too, shifted amid the pandemic while everyone was forced home. Where has there been success?
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Digital fashion industry
The metaverse gives us an opportunity to create digital versions of ourselves and a chance to rethink how inclusive and diverse those reimagined worlds really are.
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Fair compensation
As the creator space continues to expand, one agency is dedicated to making sure non-white creators are compensated faily. Here’s a comprehensive look at how leadership there is going about it.
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Data-backed creators
Working with creators is an effort that has matured. Now, agencies, and their clients, want data that demonstrates the impact that they can carry.
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Digiday Podcast: TikTok
Why TikTok creator Kris Collins takes a scripted approach to content. The second episode in a special podcast series focused on creators.
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graphic detail
Influencers are driving social commerce sales. Here’s a breakdown, using our In Graphic Detail format, of where creators have had notable success.
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The creator economy
As the creator space grows, so has the opportunity for other fringe businesses. Here’s how the creator economy has opened options for creators to profit from their intellectual property.
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Digiday Podcast: Twitch
How Blizzb3ar, a Twitch streamer, engages his fans while staying true to his brand. The third episode in a special podcast series focused on creators.
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Digiday Podcast: Live shopping
As social commerce heats up, hear from Katie Sands, who has gained steam hosting live shopping across platforms. The fourth episode in a special podcast series focused on creators.
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THE CREATOR MACHINE
Digital fashion industry
The metaverse gives us an opportunity to create digital versions of ourselves and a chance to rethink how inclusive and diverse those reimagined worlds really are.
FULL STORY HERE
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— Sara Jerde
THE CREATOR MACHINE