Streaming is the growth loop that fuels creator ecosystems
and unlocks more revenue opportunities for creators.
Hello,
This week, I‘m focusing on how ecosystems build growth loops to attract more users and creators.
Why is streaming a better growth tool for the creator economy?
animalz update: worrying sales and marketing trends
TheMustach3’s weekly picks
Hope you enjoy it!
(read time: 5 minutes)
Streaming builds a more powerful growth loop for the creator economy
and unlocks more and better revenue opportunities for creators.
The creator economy market size is projected to be worth $104.2 billion, with 200+ million people contributing to it.
Yet, just a small % of creators earn enough money to support themselves.
only 1,250 of the 8M developers on Roblox made more than $10,000 — via
These figures though, don't take into account all the additional revenue creators can get by streaming (or distributing) content to other channels.
For the past couple of weeks, I've been doing more and more research into how platforms (such as Roblox and Zepeto) help creators share and stream content as part of their growth strategy.
One of my biggest findings was that streaming (content) unlocks more growth potential than sharing (content).
Everyone benefits from streaming!
This week, I want to share some thoughts and findings on this topic by researching Roblox and Zepeto creator ecosystems.
🧵👇
1. Streaming is active. Sharing is passive.
Streaming helps creators in two ways in terms of building a larger audience and engaging with their community members:
With other players — other users who are part of the same game, world, or experience
With non-players — passive viewers joining their Twitch or Youtube live stream
Plus, everything takes place in real-time.
Passively posting content on social media, on the other hand, does not.
Users can easily share content and leave comments on other posts; however, all communication is async. And you can’t really get a sense of how the game is played or experienced.
This makes the experience less enjoyable for everyone. Plus, it prevents creators from developing stronger ties with their audience.
2. Creators can build avatars that reflect their personalities more accurately
Avatars are one of the ultimate forms of self-expression; an extension of someone’s personality.
Users can design and be whatever they want with unlimited options to customize their avatars (skins, fashion items, skin colors, body shapes, accessories, and much more),
But, sharing content on social media of your personalized avatar only takes you so far.
Live-streaming adds a deeper and more meaningful layer. It gives users a better environment and room to express themselves and share their voice.
They literally talk while streaming.
Also, they can share their views or opinions, answer questions, and engage with their community, giving them an opportunity to share who they are.
3. Streaming unlocks more and better revenue opportunities
Creators who have thrived in these ecosystems have quickly realized that the platform would not generate most of their revenue in the short term.
Selling items (skins, accessories, and clothes) or building games will not bring enough money to support themselves initially.
It must come from other revenue streams.
Creators who stream have an edge to monetize: they have a larger and better bond with their audiences.
Offering them more and better ways to monetize their content by:
Selling merch
Branded sponsorships
Access to exclusive content
Consulting and freelancing
Subscriptions
Ads
Affiliate marketing
In the next couple of weeks, I’ll be sharing more thoughts and insights into the creator economy. In the meantime, please follow me on Twitter and LinkedIn.
2/ animalz update
Earlier this month we launched our latest collaboration with a big influencer and active users on Zepeto. It’s the first time I’ve worked with an influencer to generate sales (not just buzz).
However, I’m starting to see a trend in our sales that I haven’t been able to address:
Sales spike for 2-3 days, then return to normal but never in an upward trend.
My hypothesis:
Brands that don’t have active users on the platform have 10x a harder time achieving consistent sales growth.
Brand affinity is low, making it difficult to bring customers back.
Without an experience that engages users consistently over time, brands will continue to struggle and see similar sales pattern.
Currently looking at ways to fix this problem. Send me a DM if you’ve had a similar experience on Zepeto or Roblox or have suggestions for how to avoid this.
3/ TheMustach3 weekly picks:
Twitter thread: web3 retention is key. Who are the top startups in the space? (link)
Homepage Review: Last week I went through Bitski homepage (link)
Content creation tool: Tweethunter, the all-in-one Twitter tool build and monetize your audience fast (link)
Till next time!
TheMustach3