Creators

“Writing is like, just, it's just so critical, because it's one of the ways that you practice clarifying your thoughts, like writing is like really clear thinking, so you can't like take that exercise away from yourself, especially as like a, you know, a creato…”

“I think now putting things on back on the web and then making sure that they're accessible across the different AI systems in a way that makes sense for creators and make sure that creators get compensated is going to be something which actually I think will r…”

“We've now done that for more than 10,000 creators which I'm very proud of.”

“And for most creators, then what I think is better is to start with a one-time price, get really everything like dialed in and optimized and then decide like, okay, is this right to move into a subscription model in the future?”

“If like, if you see somebody out there with like a 99 dollar or less product, that product is not like, if they're successful in their business, that product is not their flagship product. That is like an entry level offer to capture leads and to the price of …”

“And so I think most creators should aim not to compete on price and be the cheapest product, but instead, how can you deliver more value to charge more for your product? Because getting customers is hard, no matter what. And so I would rather take the approach…”

“One of the most powerful things an entrepreneur, a salesperson, a creator, an artist has, is a simple sentence, which is, thank you, it's not for you. It might be for somebody. You should make something for somebody, but if someone rejects you because they are…”

“In a world where there's an abundance of synthetic content, I actually think people are going to seek out creativity and authenticity and people more, not less. And I think that that will help us. That doesn't mean that we won't have AI content on our platform…”

“And it is much easier to move engagement by showing people stuff that you know they'll probably like because lots of people like it. It's much harder to go and figure out how to essentially test content so that we can see like, Hey, maybe you sure you like Bie…”

“Devex is well over a billion bucks a year, you know, that's the amount.”

“The thing we've said is we believe that money flowing to creators is going to increase, not decrease”

“Most creators are exposed to feedback constantly. The result is work shaped by reaction rather than conviction.”

“I think we work really hard as a creator, an artist, or writer, whatever, to build an audience, and then you think you have the audience, but actually the audience has you, because now you're afraid of losing it, right?”

“I think where we're inevitably headed is now when you're swiping TikTok or Reels or Sora, We're eventually gonna end up in a place where most of that content is generated on the fly specifically to target you and to capture your attention as long as possible. …”

“And I think too many founders will then just say, you know, they'll write something that just feels so much like an ad and then they'll give it to a creator to help amplify. And then that just never works.”

“I think where you're probably going to have the most success is in your smaller creators. So we're talking people with a hundred and 20,000 and followers across platforms and less.”

“Well over a billion dollars will flow back to Roblox creators this year.”

“I think where this goes is there are quote games on Roblox that have individual creators within them that may actually make money being a creator within an environment made by someone on Roblox, that's a really good long-term, you know, essentially dual layer …”

“If you're really thinking about it as YouTube, that's sort of the last frontier. At this point, creators can make their own professional content. They can make videos, they can make shows, they can write, but they still cannot create software.”

“If you simply respond to your audience by doing more of what they respond most strongly to, you will end up exaggerating tenfold all of your most extreme behaviors and views. And over time, what does that mean? You will become the embodiment of those things, e…”

“North of three million creators that are in that partner program today earning revenue.”

“Using AI, I think everybody, eight billion people in the world will be programmers because they'll vibe code. That's why this is a hundred X opportunity. It's really a hundred X because hundred X times thirty million is three billion. So there will be three bi…”

“People like, and all of our data supports this. People do not make Purchasing decisions, largely off of like influencers. They make them off of creators that are consistently talking about these things. Influencers only work if you're at like a massive scale, …”

“I think burnout actually happens because we don't have processes. If we had processes, and systems, and people, and ways that we followed along to things, we wouldn't burn out.”

“I think one of the worst things you can do as a creator is hire the thing you think the business needs, not the thing you want. And so, take your pain off as the creator before you add in to the need of the business.”

“We're going to have AI John's all over the place. We're going to have AI Cody's. We're going to have content ripped off, duplicated, and increasingly I think relevancy is going to be hard.”

“If you're a creator today and you're not thinking about acquiring businesses and how to get equity and what's called distributing equity, where they keep paying you over time, you're making a huge mistake. If you are only living off of AdSense and you are only…”

“Well, for me, I think the reality is, like, on the creator thing, my whole theory is that actually the algorithms can't be important. Like, you have to be an important enough creator, like, slash community leader that people will seek you out independently.”

“I think five or six years from now, we're going to start to see real sort of erosion in the space because what they're delivering is going to be so good.”

“I think it's actually such a great use of, you know, marketing spend because then they become advocates. They end up giving you great feedback and hopefully you're building champions with the creators you work with.”

“We're automatically getting rid of any accounts that would have, you know, any racist or sexist or homophobic memes, all that stuff just gets kind of automatically pulled out of the database. Cause we're ingesting like all publicly available information across…”

“Like if you buy fake followers, you're buying fake engagement. If you're, if that stuff, you can't get away with it anymore. Like 10 years ago, you could get away with like fake numbers, but now With all the network analysis tools that we have, we can tell if …”

“We think creators are incredible, like education, awareness, persuasion play, and that kind of more, that softer upper funnel stuff is so important and creators can do that incredibly well. And then the folks who saw your video should be getting like a crazy d…”

“A good 10, 15% of the clients who work with us, they don't even want the follower, they don't even want the creator to post, they want the video.”

“And you know, I think we're going to see, The rise of creators as partners in companies you know, as CMOs and entering sort of a really interesting age of marketing that's going to be divided between this incredible AI moment and this other sort of competing m…”

“I'm not afraid of AI, and I hope creators aren't afraid of AI, because I actually think it's going to make great tools to tell stories even better, and make it possible to make movies they couldn't before. And I, it not meant, won't likely displace the things …”

“But I also think we probably consume a ton of them and we'll consume more of them over time. So, you know, I don't think it's a great, sustainable, deep business where anyone's going to build like the winning mode other than the ones who are like pure or, you …”

“I think having creators and building a creator led business right now, a huge opportunity because you have all these creators really good at doing content. They're doing brand deals. They're doing advertisement, but they're looking to get into businesses.”

“So I would say, you know, be generous with your rev share. You can always start really high to get them on board, because they're taking a chance, and then over time, once you increase, like, how many affiliates you have, you can start decreasing that percenta…”

“Last month we processed just over a hundred eight million dollars on behalf of all our creators.”

“It also pulled in a bunch of creators who we'd spent over a hundred million dollars working with to promote honey.”

“Kids say they want to become creators, but creators are becoming entrepreneurs. Entrepreneurship becomes the most popular profession.”

“Some creators make the mistake of raising money to start making their content, or some creators make the mistake of hiring a big staff. That creates too much overhead. You're going to start doing deals that maybe you don't want to do.”

“We've sponsored thousands of creators and billions of views, and now our goal is to just do deeper integrations with creators over longer periods of time.”

“What we found is most creators could double their price and see no change in conversion rate.”

“So if you say, how about you also post it on Tik Tok as well? And we'll pay like 30% more. It's not that much more work for them. It's just the same video that gets reposted. And then for you, your price per video gets drastically cheaper because you're only p…”

“It's really hard to invest in seed creator businesses because the equity and the value of the community is held outside the company.”

“That actually I think in practice, like when you, when you're like dealing with people who have kind of like egos and think that their own thing is like the thing most important are really, really, really hard to pull off in practice. Like I wouldn't want to b…”

“You can never convince someone to make You know, 30 ads, 30 sponsored posts on their main account. It's, like, very difficult to kind of convince them to do that, but creating a new account with 30 videos, one video a day, on a new account, it's like it's, it …”

“Building a community as a founder is different than building community as a creator. There are similarities, but I think it would be a mistake to assume it's one for one”

“But we noticed that creators have a huge distrust In Web Three, and we were losing out on a lot of creators. Like, they weren't willing to join passes because we were Web Three, and ultimately, at the end of the day, like, creator acquisition is, like, a numbe…”

“No, I think it's a war of attrition because I think they'll all just make more video and there's gonna be no margin for any of them.”

“Sora got leaked, and all these creators and sort of, like, film-adjacent creative people got a look at it and got super pissed.”

“Because the TikTok algorithm is for you page based, it's all about making good content so you can skip the audience part. So if you find, if you cut out the director role and the audience role, You can now hire creators just as actors, like just to be the tale…”

“Like that's a really brilliant business model, but let's scale that up even further. Let's do that with five channels. Let's do that with 10 different YouTube channels. Same formula. I pick a category business. I take it. I pick a category content marketing. I…”

“What's happened is there's been enough of it that everyone's just decided that nothing is real or it's too hard to figure out what's real and what's not real. And so they're just like, that's all noise. Right? And so as a result, there's no truth signal in any…”

“Yeah, but the whole, that's the thing with being creators, right? If you get big enough, you have to sell out. To keep to keep the monitor, to keep growing, right?”

“I think the quality of what it is that people have to share is going to be held. I think people will be held more accountable to what it is that they have to offer. And we're moving away from just like dumb entertainment and people having to provide value.”

“The thing too, Johnny, it's like every creator on the planet, it's like you started all by yourself. Everything lives and dies on their shoulders. And so even just letting someone in To tweak a title or give advice on a thumbnail is just like the highest level…”

“Bigger brands will build this up to 50 creators, hundred creators. They are thirsting for creators to be able to do this because it's a lucrative system. For that 1525 hundred bucks a month, they make, let's say, 15 to 20 videos, you know, sometimes more that …”