@david_perell Β·
Some thoughts on the creator economy: - Scarcity is the engine behind successful creators. You need something others don't have, such as (1) a unique vibe or (2) something unique to say. Having a unique vibe gives you staying power, but having something to say is how you rise fast. - The platforms are getting better and better at capturing the value, and taking margin from creators. Theyβre incentivized to lift you up when youβre small and suppress your reach once you get big, so that people value the platform more than any single creator on it. - Because of that, a bunch of people Iβve talked to in Hollywood are trying to figure out how to make shows for YouTube. The problem is the business model. YouTubeβs revenue share isnβt enough, so you need to diversify into other revenue streams. The other challenge with relying on YouTube is that the algorithm is so mercurial. One video will crush. The next will be a dud. Why? Who knows! So you keep posting, and though there's a lot of data, thereβs a real lack of predictability (especially compared to the days when your YouTube views were driven by your subscribers, as opposed to the whims of the algorithm). - Subscriber count is increasingly a vanity metric. The algorithms are squarely in the post-follower age. But subscriber growth is still worth going for because advertisers and other people who are sizing you up still use it as a proxy for how prominent you are. - When it comes to video, I expect to see a lot of $1-2 million feature films made by scrappy directors and small teams. Theyβll definitely use AI. Theyβll be well-made and long enough for people to engage with them at a deep level, but cost-effective enough that creators can get a good return if theyβre able to sell pay-per-view and movie theater tickets. Generally, I love the combo of making something thatβs much better than the average thing youβd see on the Internet but for much less $$$ than Hollywood / mainstream media. - There will forever be a business model for creators who make content about making content because the landscape is forever changing, which means weβll need cartographers to map the paths that everybody else will walk on. - Bullish on deep brand / creator partnerships, like what David Senra has done with Ramp and Dwarkesh is doing with Jane Street. The goal for creators is to get away from getting paid for CPMs or CPCs, and into the brand marketing game where success is more qualitative than quantitative.
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