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Extra Value | Understanding Social Marketing

Extra Value | Understanding Social Marketing

PLUS: Brands are salivating over creators and how Youtube added 490K jobs!

Creator X & JT Barnett
June 26, 2025

What’s Hot?

The future of the creator economy🔥

Girls Club has the insider's guide from NY Tech Week, revealing how AI, B2B content, and IRL connections are reshaping everything! If you're building in this space, this is the kind of stuff that helps you stay ahead.

Brands are salivating over creators!

AskCat (AI expert) shares her experience from Cannes. And according to her, creators are now the new CEO’s! 🥇 With $33 billion flowing into influencer marketing and VCs now investing directly in creators, the message is clear: distribution, distribution, distribution.

VidCon 2025's Biggest Secrets

24/7 streams are pulling in millions of passive views and AI adoption jumped from 33% to 80% in just one year. You’ll also see why storytelling is beating fancy edits for retention. Theres so many updates and info, highly recommend giving this a read!

TikTok has summer camp?? ☀️

TikTok just kicked off something fun called #TikTokSummerCamp. Creators are hosting summer camp activities on your fyp!! From hands-on crafts to backyard games all from home! It also points to a bigger shift: platforms are doubling down on under-18 content during school breaks, trying to grab attention from names like Mark Rober and CoComelon.

YouTube added how many jobs in 2024?? 🤯

YouTube’s 2024 economic report shows just how real the creator economy has become… adding $55 billion to the U.S. GDP and supporting 490,000 full-time jobs. 🔥

Inside Howl's $1.1 Billion Creator Commerce Revolution

Li Haslett Chen, is pushing social commerce waayyy beyond just beauty and fashion with her platform, Howl. In just three years, over 20,000 creators have driven $1.1B in sales for brands like Samsung, Nike, and Nintendo.

Founder’s Corner

Here's the thing about marketing that gets lost in all the noise and it's not about hacks or trends. It's about understanding the actual human being you're trying to reach and making their day better. This is long-term thinking. 💭

I recently came across some insights that completely reframe how we should think about content creation and algorithms, here’s my thoughts.👇🏽

Think Like a Matchmaker 🎯

Regardless of what many think, social media algorithms aren’t built to confuse or limit creators. They're matchmakers working to connect the right content to the right people.

On one side, you have creators making content. On the other side, you have people consuming it. Both sides are constantly feeding information to the platform.

This changes everything about how you should approach content creation. Instead of throwing content at the wall and hoping something sticks, you need to understand exactly what data the platform is using to make these matches.

The consumer side is giving the algorithm:

Everything they like and share
What they comment on and who they message
Who they follow and what they post
What they search for and how long they watch

Every single interaction is data. Every tap, swipe, and scroll is telling the algorithm something about what this person wants to see more of.

Your Job is to Make a Match 🤝

From the creator's perspective, your entire goal should be making that match as perfect as possible. That means learning what your ideal audience.

Here’s what to focus on:

Try different formats and see what holds attention (watch your retention)
Look at comments, shares, and saves
Pay attention to what top creators on any platform are making, you don’t have to copy them, but clock the patterns.
Start looking at what other creators or channels your target audience is following

When the match is clear, the algorithm leans in and helps you find more people just like the ones engaging. That’s the whole game.

Get Out of Your Office 🌍️

Here’s unlock: stop guessing what people want and start learning how they behave.

That means doing both the behind-the-scenes work and the in-person work. Study your analytics,talk to the people you're trying to reach, watch what they’re watching.

The best creators don’t just post content…they understand people. They test intentionally, study what hits, and adjust constantly. Winning in content today means being more than algorithm-aware, rather being audience-aware

If you want the algorithm to work in your favor, make it obvious who your content is for.

So here's your move: pick five people you’d love to reach, and go learn from them. Not from behind a screen, but in person. The more you pay attention, the less you’ll have to guess.

And that’s where things really start to take off. 🚀