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Tag: creator economy

  • Extreme Reach: How to Automate Influencer Payments and Simplify Logistics in the Creator Economy

    Extreme Reach: How to Automate Influencer Payments and Simplify Logistics in the Creator Economy

    In the rapidly evolving Creator Economy, where brands and influencers are constantly seeking new ways to engage, payment logistics often become a stumbling block. Extreme Reach (XR), a recognized leader in advertising industry talent payments, introduces an innovative solution: XR Pay for Creators. This new platform aims to centralize and significantly simplify the entire interaction process between brands, agencies, and content creators, setting a new standard for the industry.

    Extreme Reach: The New Standard for Payments in the Creator Economy

    Extreme Reach (XR), a giant in advertising industry talent payments, is launching a new platform, XR Pay for Creators. This system is designed to centralize and simplify the entire interaction process between brands, agencies, and content creators. If you’ve ever seen a major celebrity in an advertisement, there’s a high probability that their fee was processed by XR. Now, the company is extending its digital doors to the booming creator economy.

    The Wild West of Payments: Why XR Pay is a System Hack

    As Graham McKenna, XR’s Chief Marketing Officer, notes, most existing influencer platforms focus on talent discovery, not financial logistics. “They help brands and agencies find creators, but they are not set up to handle payments,” McKenna explains.

    This results in crucial deal details, such as contract specifications, content requirements, and tax documentation, being scattered across numerous emails and direct messages. This fragmentation creates significant difficulties for all parties involved.

    “The common theme is that it’s the Wild West in terms of how people get paid,” comments Frank DeVito, President and COO of XR Pay. “With this volume of transactions, you need a point where it’s better organized, where there are accounts payable, campaign verification, and creators filling out tax information correctly to avoid problems.”

    XR’s Solution: A Unified Matrix for All Participants

    XR Pay for Creators offers comprehensive organizational tools for all parties: brands, agencies, and creators themselves. The platform brings them together with functionality that allows contracts to be signed and necessary documentation to be completed in one place. This ensures transparency and traceability at every stage of the transaction.

    • For Brands and Agencies: The platform provides real-time updates on the status of deliverables from creators, allowing for effective campaign management.
    • For Creators: Up-to-date information on incoming payments and a convenient dashboard with data on total earnings are available, simplifying financial planning.
    • Single Point of Entry: All necessary actions, from signing contracts to filling out tax forms, are performed within one centralized interface.

    Scaling Payments: From Posts to Multi-Million Dollar Guarantees

    XR Pay is not limited to small payments. The system can handle any amount: from a few hundred dollars for “basic social media posts” to “multi-million dollar union guarantees typical of A-list talent.” This flexibility is critical for scaling content repurposing and multiplication, as well as for companies working with diverse creatives.

    Union Footprint: Industry Standardization

    Founded in 2008, Extreme Reach has worked with entertainment industry unions like SAG-AFTRA for almost two decades. While there isn’t a large-scale union in the Creator Economy yet, XR Pay for Creators could be a catalyst for implementing standardized practices, protection, and payment for all market participants.

    This is especially relevant for bypassing bans in advertising systems, where transparency and legality of processes play a key role. The implementation of such standards will help create a more stable and predictable environment for everyone.

    Extreme Reach: how to automate influencer payments and simplify logistics in the Creator Economy — illustration 2

    Conclusion: The Future of Content Logistics

    XR Pay for Creators is not just a payment system, but an infrastructural solution that aims to transform the “Wild West” of the Creator Economy into an orderly and efficient ecosystem. Automated payments, centralized documentation, and transparent processes make this platform a powerful tool for brands, agencies, and creators looking to scale their operations and avoid administrative pitfalls.

    We invite you to explore the capabilities of XR Pay for Creators to repackage your processes and achieve a new level of efficiency. Learn how this platform can simplify your work and ensure seamless interaction in the world of content creation.

    Frequently Asked Questions

    What is XR Pay for Creators?

    XR Pay for Creators is a new platform from Extreme Reach designed to centralize and simplify payment processes, contract agreements, and documentation management between brands, agencies, and content creators within the Creator Economy.

    What problems does XR Pay for Creators solve?

    The platform solves problems related to fragmented information (contracts, tax documents, task completion status), the complexity of payment processing, and the lack of a unified standard for interaction in the rapidly growing content creator industry.

    Can XR Pay handle large payments?

    Yes, XR Pay is capable of processing payments of any size — from small amounts for basic social media posts to multi-million dollar union guarantees for well-known talents.

    How does XR Pay for Creators help standardize the industry?

    Thanks to years of experience working with unions, XR Pay implements standardized practices and transparent processes, which helps to increase protection and fair payment for all participants in the Creator Economy.

    Where can I find more information about XR Pay for Creators?

    Information about XR Pay for Creators can be found on the official Extreme Reach website, which is a partner of Tubefilter.

  • Content Repurposing: How SBA Recognition Will Change Influencer Budgets by 2027

    Content Repurposing: How SBA Recognition Will Change Influencer Budgets by 2027

    The moment has finally arrived when the creator economy has received official recognition. On October 15, the U.S. Small Business Administration (SBA) issued a directive that classifies qualified content creators under the same industry code as motion picture and video production studios. This is a historic step, confirming what marketers have long observed: content creators are full-fledged media businesses. Ahead of budget formulation for 2027, internal categorization of creator partnerships will determine the amount of allocated funds, as well as methods for measuring effectiveness and contract terms, especially in the context of content repurposing.

    New SBA Classification: What Does It Mean?

    The SBA has assigned qualified content creators NAICS industry code 5121, pertaining to “Motion Picture and Video Industries,” which grants them access to SBA loans and contracts. The scale of the change is immense: the SBA counts 27 million businesses led by content creators in the U.S. alone. This is not just a formality; previously, creators had to choose unsuitable categories to obtain funding.

    “Previously, a creator who shoots, edits, distributes content, and sells merchandise had to choose from industry categories that did not describe their work. Now there is a clear category for them to select on their application.”

    This recognition places creators on par with major film studios and streaming services, which is an accurate reflection of their activities. Large creators operate as full-fledged production companies with staff, sets, and regular shows. Smaller creators are often “one-person bands,” performing all roles, from scriptwriting and filming to editing and distribution.

    Why Is This Important for Brands and Marketers?

    For a long time, brands viewed partnerships with creators as experiments or a tool to increase awareness, funding them on an ad-hoc basis. Now that content creators are recognized as media businesses, the same standards should apply to them as to other media partners: sales, contribution to the sales funnel, and incremental growth.

    Budgets

    • Budgets for creators should be planned on par with budgets for paid advertising. According to the IAB, spending on advertising with creators reached $37 billion in 2025 and is growing four times faster than overall media spending.

Partnership Terms

  • Federal recognition, improved access to funding, and growing demand from brands give creators more leverage in negotiations. Influencers like Alix Earle are already reducing the number of partners, opting for more favorable terms. Long-term contracts or ambassador programs now are a chance to lock in current rates before they increase.

Contracts

  • If creators are businesses, contracts should be drafted accordingly. Working with the legal and procurement departments to update payment terms, scope of work, and content usage rights becomes critical.

How to Adapt Your Strategy for 2027: Checklist

Before finalizing your plans for 2027, three key checks need to be performed:

  1. Budget: Plan creator expenses alongside paid advertising expenses. Evaluate them using the same sales and funnel metrics.
  2. Partners: Identify key creators for long-term collaboration and offer them multi-quarter terms before their rates increase.
  3. Contracts: Update contracts to include clear payment terms, scope of work, usage rights, and “whitelisting.” Ensure everything complies with the requirements of the legal department, as the status of creators as taxpayers or employees does not change.

Content creators have long functioned as media businesses, and now this is officially enshrined. Brands that adapt their plans accordingly will be better prepared for negotiations in 2027.

Репурпозинг контента: Как признание SBA изменит бюджеты на инфлюенсеров к 2027 году — illustration 2

Frequently Asked Questions

What is content repurposing in simple terms?

Content repurposing is the process of transforming existing content into new formats or for new platforms. For example, turning a long webinar video into a series of short clips for TikTok, Reels, or YouTube Shorts. This allows you to scale content, reach new audiences, and extend its lifecycle without creating new material from scratch.

How does SBA recognition affect bypassing ad bans?

SBA recognition does not directly affect bypassing ad bans. However, when creators are perceived as full-fledged media businesses, it enhances their professionalism and work standards. This can indirectly contribute to the creation of higher-quality content that complies with advertising rules, which, in turn, reduces the likelihood of blocks. For video uniqueness and bypassing anti-plagiarism in advertising campaigns, technical solutions are still required, such as changing the video DNA, background, or voice timbre, to repackage creatives and create 100 unique ones from one.

Should you order a new video or unique an old one?

The choice between creating a new video and uniquing an old one depends on budget, goals, and resources. Ordering a new video from scratch can be costly and time-consuming. Repurposing and uniquing allow for significant savings by using existing material. For example, one webinar can be turned into 50 clips, adapted for different platforms and target audiences. This is an effective way to generate variations for A/B tests and scale content with minimal costs, especially when it comes to a uniquing package for mass launch of advertising campaigns.

What is “video DNA” and how to change it for uniquing?

“Video DNA” is a metaphorical term for the unique characteristics of a video file that can be used by algorithms to identify it. This includes metadata, visual and audio patterns, time codes, and other parameters. To change video DNA for uniquing and bypassing anti-plagiarism, various methods are used: re-encoding, changing resolution, adding or removing frames, changing playback speed, overlaying effects, changing the audio track, voice timbre, or background music. The goal is to deceive algorithms by creating a “clone” that will be perceived as new and unique content.

  • Mass Video Posting: How Small Creators and Content Volume Drive Success on TikTok Shop

    Mass Video Posting: How Small Creators and Content Volume Drive Success on TikTok Shop

    Success on TikTok Shop for brands directly depends on a strategy that includes the active use of small creators and the creation of a large volume of content. At its core is the principle of mass video posting, where quantity translates into quality, especially when working with affiliate programs.

    Mass video posting: the key to sales on TikTok Shop

    This is not just about increasing reach, but about targeted work that allows for optimal conversion. According to a new Flywheel report (owned by Omnicom), based on data from affiliate software provider Reacher for TikTok Shop, the optimal formula for success includes:

    • Scaling the “long tail” of content.
    • Content abundance.
    • Performance-based pricing.

    As Deren Baker, CEO of Flywheel Ventures, noted, at the outset, thousands of product samples must be sent to partners (i.e., creators in the TikTok Shop program) to form a sufficiently broad pool for collaboration. Over time, this pool narrows to long-term, recurring relationships with creators.

    Creator effectiveness: facts and figures

    The report, based on an analysis of 1.5 million samples sent, revealed the following statistics:

    • Only 47% of creators who received samples actually create videos.
    • Only 14% of creators generate sales.

    Baker emphasizes: “This is literally the same affiliate scheme that those of us who have been doing this for a very long time thought about in the past.” At the same time, small creators demonstrate disproportionately higher gross merchandise value (dollar sales) per 1,000 followers compared to creators with large audiences.

    “If your goal is to generate sales on TikTok Shop, the secret ingredient is not just small creators, but small creators posting LOTS of videos,” says Deren Baker.

    This is because the audience of large creators is more accustomed to “branded” things, while small creators are more effective for direct response and sales. This confirms that mass uploading with proxies and anti-detect and cross-posting videos to various platforms, including TikTok, becomes a critically important tool for scaling.

    Content Volume: The More, The Better

    A key success factor is not only the choice of creators but also the volume of content published. One video from a creator brings in an average of $7.19 in sales. However, if a creator publishes 20 or more videos, each of them brings in an average of $74.07 (or a minimum of $1481 in total).

    “Many brands get very scared when they are told that 5000 videos a month will be needed for success,” Baker shares. But this is exactly the volume that provides exponential sales growth.

    Mass video posting: how small creators and content volume ensure success on TikTok Shop — illustration 2

    To achieve this volume, a unified mass posting service is necessary, which will allow managing schedules across 10+ accounts and ensure publication on 5 platforms without manual labor. While you sleep, videos are already being released, providing scheduled reach and seamless short video distribution.

    Automation and Relationship Management

    Scaling the sample sending process and interacting with creators requires semi-automated relationship management. This includes using platforms like Discord and Lark for mass communication with creators. Mass posting via API automates this process, significantly reducing time costs.

    The pricing model is also changing. Initially, TikTok Shop operated on a commission-only model. However, the report recommends rewarding high-performing creators by offering them a fixed fee or bonuses to commissions. This blurs the lines between traditional and affiliate marketing, allowing small creators to earn income comparable to larger ones.

    Frequently Asked Questions

    How to choose a mass posting service for TikTok Shop?

    Choose a mass posting service that offers:

    • Support for multiple platforms (TikTok, YouTube, Instagram, etc.).
    • Automatic scheduling and delayed posting features.
    • Ability to post to 10 accounts or more.
    • Tools for mass uploading with proxies and anti-detect browsers.
    • Reporting on publication effectiveness.

    How much does a monthly mass posting package cost?

    The cost of a monthly mass-posting package varies greatly depending on the functionality, number of accounts, and volume of publications. Some services offer tariffs that include the cost of 500 publications, while others offer unlimited plans. It is important to study the offers and choose the optimal option for your tasks.

    How to publish 100 videos a day without manual labor?

    To publish 100 videos a day, you need a specialized mass-posting service with batch upload and scheduling functions. This allows you to prepare content in advance and set up auto-scheduling for publication according to a schedule on all necessary platforms.

    Conclusion

    The “more videos from small creators” strategy is not just a trend, but a proven path to success on TikTok Shop. Use mass video posting, automation, and carefully build relationships with creators to ensure seamless content distribution and maximum sales. While you sleep, your videos can work for you, reaching audiences on schedule and bringing in a steady income. Start optimizing your strategy today!

  • Massive Video Posting: Dhar Mann Opens Creator City and Promises $100M for Creators

    Massive Video Posting: Dhar Mann Opens Creator City and Promises $100M for Creators

    In a world where the creator economy is rapidly evolving, renowned content creator Dhar Mann has announced revolutionary initiatives that promise to change the landscape for creators. From launching the massive Creator City campus in Los Angeles to an ambitious goal of attracting $100 million in sponsorship deals for creators, Mann aims to bridge the gap between brands and creators. These steps not only open up new opportunities but also highlight the growing importance of effective mass video posting to achieve maximum reach and audience engagement.

    Dhar Mann: A Bridge Between Brands and Creators

    As the first “Chief Creative Officer” at AWNY (Advertising Week New York), Dhar Mann declared his intention to become a key link between brands and creators. His goal is to secure $100 million in sponsorship contracts by the end of the event. According to Digiday, Mann claims to have already reached this sum through preliminary commitments from Chief Marketing Officers (CMOs).

    While specific names are not mentioned, and none of these commitments have yet been formalized into official deals, Mann is optimistic. “Brands plan their marketing budgets several quarters in advance, so they won’t suddenly allocate non-existent funds,” he noted. Mann expresses hope that the relationships forged at AWNY will lead to future campaigns. “People will meet this week with those they wouldn’t otherwise cross paths with for such deals.”

    Dhar Mann’s Initiatives for Creators

    • Deal Facilitation: Mann personally negotiates with brands and creators, stimulating CMO investments in the creative industry.
    • Creative Challenge: Organized a competition where creators who completed seven tasks could receive a “Zillow golden key.”
    • The Masked CMO: Hosted a parody of “The Masked Singer” featuring Nick Cannon to draw attention to brand-creator interaction.

    Mann, known for his “moral parables” on YouTube (e.g., “Ugly Girl Pretends to Be Pretty to Find Love”), emphasizes that despite growing interest in the creator industry, there is still a misunderstanding between CMOs and creators. His plan is to unite both sides: provide CMOs with concrete data on creator opportunities and educate creators who are new to the process of pitching their ideas to large brands.

    “I thought that was more of a brand problem,” he told Digiday. “When I asked creators to participate [in the AWNY challenge]… and said, ‘I’m going to put you on stage to pitch your ideas to a brand.’ Some of the biggest creators in the world responded, ‘Wait, are you serious? I don’t know how to do that.’”

    Creator City: A Physical Home for the Creative Economy

    During his speech, Mann introduced “Creator City” — a new four-acre production campus in Los Angeles. “The creator economy was built on technology and platforms, but unlike the industries surrounding it, it never had its own physical home, like tech has Silicon Valley, finance has Wall Street, and entertainment has Hollywood,” according to a Dhar Mann Studios press release. “Creator City is Dhar’s vision for that home.”

    “Creator City will bring together creators, Hollywood, brands, and tech companies to create content, grow businesses, experiment, learn from each other, and form new partnerships,” the studio states.

    The campus will include five sound stages and resources for video production, podcasts, live events, and collaborative projects. Creator City is scheduled to open during Super Bowl weekend in February 2027. This timeline is undoubtedly linked to Mann also being the NFL’s “Chief Kindness Officer.”

    Both initiatives — Mann’s goal of raising $100 million at AWNY and the launch of Creator City — are designed to give leading brands and major studios a deeper understanding of the creator world, which is increasingly seen as promising but still underexplored. Mann aims to extend his mentorship for creators beyond AWNY.

    Mass Video Posting: Dhar Mann Opens Creator City and Promises $0M for Creators — illustration 2

    Automation and Mass Posting: How to Get Maximum Reach

    Dhar Mann’s initiatives highlight the importance of a strategic approach to content creation and distribution. For creators aiming for maximum reach and effective audience engagement, Mass Video Posting is a key tool. Using mass posting services allows you to publish content to 10+ accounts on various platforms such as TikTok, YouTube, Instagram, Facebook, and X without manual effort. This ensures scheduled reach, so your videos are already going out while you sleep.

    • Unified Control Panel: Modern services offer a unified panel for uploading videos to all platforms at once.
  • Auto-scheduling: The auto-scheduling feature ensures your content is published at the optimal time for each platform.
  • Time-saving: Automating the process allows you to publish 100 videos per day, significantly saving resources.
  • Mass posting packages: Various tariffs are available, such as the monthly mass posting package, which includes 500 publications, allowing you to optimize the monthly cost of use.
  • Technologies: Using mass posting via API with proxies and anti-detect ensures seamless and secure mass uploading.

    • These tools become an integral part of the strategy for those who want to seamlessly integrate their content into the digital space and maximize the opportunities of the creative economy that Dhar Mann strives to develop.

    Frequently Asked Questions

    What is Creator City?

    Creator City is a new four-acre production campus in Los Angeles created by Dhar Mann. It is designed to bring together creators, Hollywood studios, brands, and tech companies to create content, grow businesses, and form partnerships. The campus will include five sound stages and resources for video production, podcasts, and live events.

    What is Dhar Mann’s goal for sponsorship deals?

    Dhar Mann aims to secure $100 million in sponsorship deals for creators. He acts as an intermediary between brands and content creators to encourage Chief Marketing Officers (CMOs) to invest in the creative industry and help creators successfully pitch their ideas.

    How is mass video posting related to Dhar Mann’s initiatives?

    Dhar Mann’s initiatives emphasize the importance of effective content distribution. Mass video posting is an automated process of publishing content to multiple platforms and accounts simultaneously, allowing creators to significantly expand their reach and effectively utilize the opportunities created by projects like Creator City.

    When will Creator City open?

    Creator City is scheduled to open during Super Bowl weekend in February 2027.

    How to choose a mass posting service for my videos?

    When choosing a mass posting service, you should pay attention to the following criteria: the presence of a single control panel, support for all necessary platforms (TikTok, YouTube, Instagram, etc.), auto-scheduling and publication planning functions, the ability to mass upload with proxies and anti-detect, as well as flexible tariff plans that match your needs in terms of the number of publications.

    The 2024 Summer Olympics, officially known as the Games of the XXXIII Olympiad, are scheduled to take place from July 26 to August 11, 2024, in Paris, France. This will mark the third time Paris has hosted the Summer Olympics, having previously done so in 1900 and 1924. The city is preparing to deliver a spectacular event, blending iconic Parisian landmarks with state-of-the-art sporting venues.

    Key Highlights and Innovations

    Paris 2024 is set to introduce several exciting innovations and highlights:

    Anticipated Sporting Events

    The Games will feature 32 sports and a total of 329 events. Some of the most anticipated events include:

    Athletes from around the globe are currently in intense training, vying for a chance to represent their countries and compete for Olympic glory. The qualification process is ongoing, with many national and international competitions serving as pathways to Paris.

    “We are preparing for a spectacular and innovative Games that will leave a lasting legacy for Paris and the world,” said Tony Estanguet, President of the Paris 2024 Organizing Committee.

    The economic and cultural impact of the Olympics on Paris and France is expected to be significant, boosting tourism, creating jobs, and showcasing French culture and hospitality to a global audience. Security measures will be paramount, with extensive planning underway to ensure the safety of all participants and spectators.

    For more information, visit the official Paris 2024 website: https://www.paris2024.org

    Stay tuned for more updates as the countdown to the 2024 Summer Olympics continues!

  • Mavely is now Later: Enhanced Capabilities for Your Business

    Mavely is now Later: Enhanced Capabilities for Your Business

    Your links, payouts, and team remain the same, but everything else has scaled significantly. Mavely is now fully integrated into the Later platform, providing you with the same familiar experience you’ve built your business on, but with much greater prospects. This merger opens access to Later’s extensive network of corporate partners, including brands like Nike, Wayfair, Unilever, and Southwest Airlines, as well as the ability to directly apply for promotional campaigns.

    Mavely is now Later: Enhanced Opportunities for Your Business

    Why did Mavely become part of Later?

    Later’s acquisition of Mavely in January 2025 was driven by a vision of the unique potential content creators were developing. For a year and a half, we watched you grow and thrive in your endeavors.

    This community has paid out over $300 million, a clear testament to what can be achieved when creators are consistently rewarded for converting content.

    “the creator economy is still young, but it’s evolving faster every day. It’s being built in real-time by creators, marketers, and brands who are striving to create something valuable without disrupting what already works,” notes Paige, CEO of Creator.

    Today marks the next step in our evolution, and it’s not just a name change on the login screen. The platform you’ve grown your business on is now fully integrated into Later, making you part of everything Later has created: a powerful engine for influencer marketing, a social media management platform, an infrastructure for social commerce, and a team of experts working with the world’s largest brands.

    How will the integration of Mavely and Later affect your income?

    • Turn affiliate marketing into sponsored partnerships: Your links now represent you to Later’s entire network of corporate partners, including Nike, Wayfair, Unilever, and Southwest Airlines. This means more opportunities for discovery by leading brands and securing paid partnerships that go beyond a single affiliate link.
    • Expand your earning methods: Instead of waiting to be noticed, you will soon be able to browse and apply for campaigns directly within the platform, at your convenience. These are two new ways to increase your income, and neither requires changing your current content creation process.
  • Track performance in real-time: You’ll maintain full visibility into clicks, conversions, and earnings, always knowing what’s working and directing more energy toward the content and brands that yield the best results, instead of acting on guesswork.

    • What remains unchanged?

    All your previously published links continue to work exactly the same. Your commission structure and payment schedule remain unchanged. If you’re used to receiving payments on the 1st and 15th, that won’t change.

    You’ll still get paid faster than most affiliate networks, many of which make creators wait up to 90 days.

    The relationships you’ve built with our team also remain. Whether you relied on our team for strategic sessions or just needed a quick answer, the same level of personal attention remains. The logo on the screen has changed, but the people behind it are the same ones who have always been there.

    More than just tools: support and growth

    Building a content business can feel like a solo effort. Full participation in Later means you get more than just tools. You get a support system that shows up at the most important moments, including strategic coaching, educational resources, in-person meetings, and press opportunities that can elevate your profile beyond your audience.

    You also get direct access to Later Social — a platform that helps creators plan, schedule, and publish their content to Instagram, TikTok, Facebook, LinkedIn, Pinterest, and other social media, using a single organized calendar.

    What does this mean for partner brands?

    For brands that have already built creator commerce programs through Mavely, this work is fully protected and now connected to a much larger influencer marketing ecosystem. For brands already working with Later, this adds new, measurable ways to run influencer campaigns.

    Affiliate marketing, creator activation, and performance-based partnerships are all now available on one platform.

    Later is now a unified platform where brands can discover creators, activate them, and see exactly how their content drives real business results, from the first click to the final sale.

    Mavely is now Later: enhanced opportunities for your business — illustration 2

    What’s next?

    The best news is that you don’t need to do anything for this transition. Log in, and everything you’ve created will be in place, but now under the Later name and with many more features. In the coming weeks, you’ll start to see new opportunities from Later’s network of brands in your account, and we’ll keep you constantly informed about what that looks like.

    Frequently Asked Questions

    Why is Mavely becoming Later?

    Mavely is becoming Later to provide creators with enhanced opportunities, access to a larger network of brands, and an integrated platform for social media management and marketing, combining the best features of both systems.

    Has Mavely shut down?

    No, Mavely has not shut down. Your account, links, and earnings will remain exactly the same. Everything you’ve built will stay, it’s the same home with a new name.

    Will my commission rates change?

    No, your commission rates and brand deals will remain the same. Your trusted tools will stay the same, but with stronger support.

    Will my payout schedule change?

    The payout schedule remains the same: the 1st and 15th of each month, with no interruptions. While other networks might make you wait 60-90 days, we continue to pay faster and more frequently.

    What will happen to my mave.ly links?

    They will remain active and continue to generate revenue, as every link you’ve already published will work. If anything changes in the future, we will notify you well in advance.

    Do I need a new account or password reset?

    You don’t need a new account or password reset; you just need to update the app to see the new design. This ensures you have one less thing to worry about, so you can continue to focus on growing your business.

    Is my data safe?

    Yes, your data is safe, as we maintain the same data protection and privacy measures with no changes. The way your information is stored and processed has not changed.

    What’s new for me?

    You can expect more brand partnerships, more opportunities to participate in campaigns, and a larger network behind you. Being part of Later means you have access to leading brands and more ways to maximize your earnings.

    Am I on my own to figure this out?

    No, you are not alone. The same creator success team and support you already know are here to help. You’ll never figure this out alone, that’s the point of being part of a larger team.

    Conclusion

    The integration of Mavely into Later is not just a rebranding, but a strategic expansion of opportunities for content creators and brands. By combining advanced tools for social media management, influencer marketing, and social commerce, Later offers a single window for all needs. This solution is designed to relieve you of the “headache” of finding and coordinating disparate services, ensuring budget and nerve savings. We are confident that the new platform will be a powerful catalyst for your growth, providing access to unprecedented opportunities and reliable support. Contact us to learn more about how Later can transform your business.

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  • Trust is the main KPI in the creator economy: insights from YouTube and Adam W

    Trust is the main KPI in the creator economy: insights from YouTube and Adam W

    Trust is the main KPI in the creator economy: insights from YouTube and Adam W

    At a closed meeting of The Made You Look Tour in Los Angeles, senior marketers heard from a top creator and the head of YouTube’s ecosystem about why trust is becoming a key performance indicator in the creator economy. 25 participants, no recordings — only a live conversation about how to build partnerships that actually work.

    In an era when consumers are tired of intrusive advertising, it is authentic creator voices that become the bridge between brand and audience. But how do you measure what cannot be expressed in numbers? The answers are in this material.

    The creator economy ecosystem is fragile, and that’s okay

    Scott Sutton, CEO of Later, opened the session with an important message: the industry is still young, and all parties — brands, creators, platforms — are building it simultaneously. “This is truly a community, an ecosystem, and it is quite fragile,” he emphasized.

    That is why the format of a meeting with a limited number of participants and no recording allows for discussing problems rather than just extracting profit. In such an atmosphere, honest conversations are born about what really matters.

    “If you focus on value, it doesn’t matter who we were ten years ago or who we will be in five years” — Andrew Peterson, head of the creator economy ecosystem at YouTube.

    Value matters more than format: a lesson for brands

    Andrew advised brands to choose value for the audience rather than chase trends. This is what allowed YouTube to grow in connected TV, on-demand, and short-form without losing focus.

    For marketers, this means: first determine what you give viewers, then choose the format. Not the other way around.

    Reconsider what “good” view counts mean

    Many marketers underestimate scale. Andrew gave an example: 180 views for a beginner is not a failure, while 20 million is the population of Oregon.

    “What room have you been in with 180 people where that seemed small?” he asked. Every view is a person, and the real reach of creators is almost always higher than it seems at first glance.

    Subscribers ≠ community: the difference between Instagram and YouTube

    Adam W, a creator with 21K+ subscribers, clearly distinguished platform audiences. On Instagram and TikTok — passive scrollers; on YouTube — a community that notices details and genuinely takes an interest in the personality.

    “There is a difference between a million views from random people and a million from those who are truly engaged with you,” Adam explained. This directly affects conversion: a community is more willing to click and buy.

    Adam emphasized that audience growth requires both consistency and content value. “It’s quality and quantity: publishing content consistently, but making it useful at the same time,” he said.

    For brands, this means that one-off campaigns do not build trust — constant work and consistency are needed.

    Don’t Compare Views with Banner Advertising

    Scott criticized the habit of equating a creator’s view with a banner impression. “A view is not an annoyed consumer with a blocked experience, but a fan who opens something interesting from someone they love,” he noted.

    Mixing these metrics means undervaluing creator content and making wrong strategic decisions.

    Brand at the End of the Joke: Adam’s Method

    Adam shared his technique: he looks for the most relatable conflict around the product, builds a story or joke, and only then “lets in” the brand as the solution.

    Example with Old Spice: a video built on the problem of odor gained 255 million views without advertising. Meanwhile, product placement at the beginning often fails.

    Trust is the main KPI in the creator economy: insights from YouTube and Adam W

    Choice: Bring the Creator into Your World or Enter Theirs

    Andrew proposed a key strategic question: “Are you trying to bring the creator into your world or enter theirs?” Both approaches work but require different implementations.

    The Old Spice example is entering the creator’s world, which can be uncomfortable for brands used to controlling the message.

    The Truth About the Brand from Creators

    Scott noted that brands do not control perception: “You think you own the brand, but the consumer owns the perception.” Creators, being closer to the audience, often see the truth better.

    Example with New Balance: the brand became desirable by listening to external opinion rather than fighting it.

    Optimizing for AI Search: Trust Decides

    Andrew suggested replacing the word “algorithm” with “audience.” YouTube recommends content that brings maximum value, and 78% of viewers trust creators in product recommendations.

    LLMs also choose reliable sources, so authentic creator voices are already appearing in AI outputs — brands should invest in such partners.

    Meet the Audience Everywhere

    Andrew described his day: Shorts on the go, a podcast in the evening, a documentary on TV. Brands should think about the audience and story, then adapt the format to each moment.

    Scott added that creators now participate in brand strategic planning, not just in one-off campaigns.

    Frequently Asked Questions

    What is The Made You Look Tour?

    It is a series of closed meetings for senior marketers where the future of the creator economy is discussed. Participation is by invitation only, with no recording.

    Why is trust the main KPI in creator marketing?

    Because 78% of viewers trust creator recommendations, and this trust converts into purchases better than traditional advertising.

    How should a brand choose between its own world and the creator’s world?

    You need to consciously decide: bring the creator into your context or integrate into theirs. Both approaches work but require different creative strategies.

    Conclusion

    Trust is the currency of the creator economy, and it must be built through value, consistency, and a willingness to let go of control. Brands that understand this are already gaining a competitive advantage today.

    Want to create partnerships that truly work? Request an invitation to the next tour or discuss a strategy with our team.