At some point in the last couple of years, the growing interest in “influencer” marketing gave way to a consideration of “creator” relationships.
In this video interview with Beet.TV, Lauren Benedict, Chief Revenue Officer at Spotter, emphasized the distinction: “Creators are really the future storytellers that are attracting audiences and eyeballs that quite honestly, brands really want to and need to reach.
“They have oftentimes studios that rival that of lots on Hollywood.”
Curating Top Creator Inventory
Benedict will be discussing the topic further on a panel called “The Creator Connection — How Brands Can Win the Battle for Attention”, at Beet Retreat Santa Monica 2024, on Nov. 14.
“We are actually being joined by our partners, Colin and Samir,” she said. Colin Rosenblum and Samir Chandra are video-makers and podcasters with a 1.5 million-subscriber YouTube channel who talk, write and educate about the creator economy itself.
The pair will appear on the panel with Benedict, to talk about how brands can effectively harness the full magnitude of the creator movement. “They’re kind of like the creator whispers, if you will,” Benedict said.
Spotting the Creators
YouTube is now the No. 1 watched streaming platform on CTV in terms of minutes watched, with the majority driven by long-form creator content.
Spotter specializes in solutions designed to support creators on YouTube by financing their existing and future video content. The company leverages analytics to project video revenue, allowing them to offer performance-based financing to content creators.
Spotter has funded over $900 million in capital to the top creators on YouTube, curating a media portfolio of about 300 top-performing creators. This allows them to offer brands the opportunity to reach highly engaged audiences on the platform.
Partnering with YouTube, Spotter can sell takeovers that allow a brand to own these digital media moments, often rivaling the reach of major TV events.
You’re watching Beet.TV’s coverage of Beet Retreat San Juan 2024. This series and event is sponsored by OpenX, Publica by IAS, Snowflake, Spotter & TransUnion. For more videos from the series, please visit this page.
