Extra Value
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Extra Value | 3 Things Every Brand Builder Should Know

Extra Value | 3 Things Every Brand Builder Should Know

PLUS: Streamer University pushed some major boundaries and X's new play!

Creator X & JT Barnett
May 29, 2025

What’s Hot?

The Sidemen nominated for a National Television Award

They’re going head-to-head with BIG shows like Love Island! First time a YouTuber-led series has ever been nominated like this. What a win for the creator economy! 🏅

IRL moments 🤝 Nonstop content

Kai’s showing what’s possible when creators build something bigger than themselves. Over a million people applied. Only 120 made it in. And the result? 23 million hours watched. 🤯 So much strategy went into this, but at the core, Kai gave the students full creative control. Big and small streamers all mixed together, showing up on each other’s channels and mixing their fanbases!

What is X Originals? 🤔

Their new hub for exclusive content from people like Tom Brady, Khloé Kardashian, and Alexis Ohanian. They’re not just a social platform anymore, they’re coming for the streaming game. Every platform wants to be where entertainment lives now.

What to know about every platforms AI tools

A look at how every major platform is integrating AI and how you can start using (and learning) each tool yourself. A great read if you’re trying to better understand where AI is headed in social ad strategy and how to start leveraging it for real results.

Creator economy pyramid scheme

Oren breaks down where we are in the creator space and the opportunities that are still out there.

Founders’s Corner

If you’re building a brand and want people to actually care, this one's for you.

I’m breaking down the three layers of audience understanding that every great brand builder knows: internal world, external world, and how to show up the right way.

This is how you go from “just another product” to something people feel connected to.

1️⃣ Understand Their Internal World

This is where real loyalty starts. You need to get inside your community’s head in a way that resonates. That means knowing what they care about, what frustrates them and what you need to solve.

Start observing:

the individuals they care about
their relationship with their family, friends, community
their daily routines and habits
the lifestyle they live

✅ Why emotional clarity creates brand gravity:

When you can clearly articulate someone’s internal world, better than they can themselves — you create instant emotional connection. That connection drives brand gravity: people don’t just buy from you, they’re pulled toward you. This kind of resonance increases brand recall and makes your messaging land waay harder than any feature list would.

2️⃣ Know Their External World

Next step… zoom out. 🔍️

But it’s just as important to understand what’s shaping their world ✨outside✨. This is where context becomes your superpower. Maybe they’re scrolling TikTok on their lunch break, taking inspo from their favorite creators, listening to podcasts during their commute! 🤔

Think about:

the other brands they care about
the individuals they care about
their relationship with their family, friends, community
their daily routines and habits
the lifestyle they live

💬 Why context shapes conversation:

The external world tells you what people are already talking about and that’s where the opportunity lies. When your brand naturally fits into the conversations your audience is already having, it spreads without effort. This is how you create cultural alignment, build shareable moments, and make sure your content doesn’t feel like a pitch. 📣

3️⃣ Match How You Show Up

Okay, so you’ve studied their internal and external worlds. Now it’s about showing up in a way that fits both. Something that feels natural in their life and emotionally aligned with what they care about. ⚡️⚡️

How you can align with both:

the relevant media platforms
the right places your product needs to be for purchasing
the types of events you should be hosting
the ways you will help them feel truly connected
the ways they should communicate to create impact with them

📍 Why delivery determines conversion:

Even if you understand your audience perfectly, how you show up is what determines if it actually lands. Showing up in the wrong place with the right message? Missed. Right place, wrong tone? Still missed. But when you get all three — timing, tone, and touchpoint… you unlock a content and product experience that feels frictionless.

💡 Final Callout

Speak to the subconscious

95% of buying decisions happen subconsciously.

That means your brand has to reach people on a level they don’t even realize they’re being reached on. Focus on building intuitively. That’s how you go from good to unforgettable. 💪