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Internet Basics
Online CommoditiesConsumer and Creator
1. Creator = Consumer2. The Active Consumer3. “Creator-GTM”3.A. Where the Viral Things Are4. The Anonymous Economy5. Pre-founder: People-focused investingContent is King -- Bill Gates, 1997
Things To Do.
Work to Be DoneStatements; No MissionUntraditional TalentVillains/Heroes, Love/TechnologyCreator Extras
A Spectrum of InfluenceInfluencing InfluencersInvestment
Total Content Market (TCM)/Content TAM (C-TAM)“Organic” = unpaid?Rethinking Consumer LTVIntroducing: On-Page Collaboration, LiveWriting, anti-Press PublishVC Managers: Finding your styleWomen’s Consumer (2022)Translation
“GenZ”Personal Journal
An intro to Personal JournalAlcohol and VCHow to be JealousNot On Your Side“Pedigree”“Levers”“Cleanup”“Examples”My love letter to JournalistsUnfortunately Why I dropped outAdvice for a Y1/Y2 woman in VCAdvice for a Y3 woman in VC Women and Wikipedia ManifestoDating in Your IndustryInvest in the Opposition Forced Content.Me & PaulVery Specific AdviceYoung PeopleContent vs. JournalismTo Be Free© EM 2024
A Spectrum of Influence
There is a spectrum of value-driven creating each creator experiences throughout their journey within this identity. To better understand this mindset switch, let’s look at individuals as the most pure version of each side.
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MrBeast | Emma Chamberlain |
Strong focus on growth | Strong focus on brand |
Record breaking expansion | Strives for community understanding |
Alliance with partnering institution | No front-facing brand with managing platform |
Noted as a central influence to a main network | Not tied to any main platform:
Vlogger (Youtube) —> Podcaster (Spotify) |
Household name | Strives for niche content |
“Scale” | “Connect” |
This is a scale to go by, not a set identity to put on either person. This scale can be used to figure out which types of content, brand identity, main and secondary platforms, and public accessibility of the individual that is appropriate based off of their respective goals.
I know this might sound a little more tactical than necessary, but it’s a unconscious standpoint that each creator can reflect on depending on their needs.
Some examples of needs from creators:
Money
Trust
Brand Ownership
Public Recognition
When do you push to grow and when do you push to know your current users more? How does that change your business?
Case Study — Kylie Jenner
As an example, let’s take Kylie Jenner and her journey from mainstream television to TikTok. The needs for each and her decision to lean in more and less for each platform as she continued her role in influence.
Early 2000s - Growth stage
establishment to public view; publicly aired television.
2010s - Community stage
Joins Instagram’s “behind the scenes” take on individuals of influence.
Joins Snapchat “close friends” appeal.
2019-2021s - Growth stage; shift for Kylie Cosmetics
Joins Youtube to mass distribute Kylie Cosmetics.
Travis Scott scandal; More private about family life.
2022 (present) - Community stage
Joins TikTok for points of authenticity (community — at scale, it’s complicated.)
Addresses criticism for lack of transparency; makes jokes about it on TikTok.
Scandal continues; Kylie can’t keep up with scaled authenticity (hard thing to do - in her defense)