3. A Spectrum of Influence

Internet Basics

📓Online Commodities

How the Web Works

How HTTPS works

Consumer and Creator

📓1. Creator = Consumer📓2. The Active Consumer📓3. “Creator-GTM”📓3.A. Where the Viral Things Are📓4. The Anonymous Economy📓5. Pre-founder: People-focused investing


📓5.A. Pre-founder: Nontechnicals

Creator Studies

📓1. Intro to Creator Studies📓2. Creator Policy🪟2. View: Research📓3. A Spectrum of Influence📓4. Influencing Influencers


📓TCM/C-TAM📓Revisiting Community Investing📓Rethinking Consumer LTV📓“Organic” = unpaid?📓Introducing: On-Page Collaboration, LiveWriting, anti-Press Publish📓A case for Radio📓VC Managers: Finding your style📓Women’s Consumer (2022)📓The “online” button



Personal Journal

📓An intro to Personal Journal📓Advice for a Y1/Y2 woman in VC📓Advice for a Y3 woman in VC 📓My love letter to Journalists📓Women and Wikipedia 📓“Pedigree”📓Why I dropped out

© EM 2024

3. 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.

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

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:



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)