Everyone’s talking about VidCon. Still. The massive three-day event at the end of June certainly left a mark on the digital video industry, unveiling new social media trends and providing creators a platform to share the truths behind building a business in this ever-evolving space.
While we all went into it knowing that the creator economy was at a turning point, we came out of it more confident than ever that the industry is only growing, and the power creators have is quickly surpassing that of traditional celebrity talent. Translation: there’s never been a bigger opportunity for creator success.
Despite the growing list of challenges—algorithm-based results, inconsistent platform revenue, mind-numbing burnout—creators and companies are evolving to stay ahead of the game, and Jellysmack is no exception. Jellysmack was front and center for this discussion at VidCon, with President, Sean Atkins, and Chief Marketing and Creator Experience Officer, Amber Tarshis, leading the conversation.
Sean’s panel with The Try Guys member and Jellysmack creator partner Zach Kornfeld made headlines in AdWeek for answering the burning question, “have we reached peak creator?” If their discussion on the Industry Track Mainstage proved anything, it’s that we’re far from it, as noted by AdWeek.
Identifying himself as “a giant optimist,” Sean Atkins, president of video distribution optimizer Jellysmack, said he expects to see continued growth and innovation given the interest from an unending flood of creatives and their seemingly insatiable audiences.T.L. Stanley, AdWeek
With ‘content creator’ topping the list of dream jobs for the new generation and social video consumption at an all-time high, it’s clear that Sean’s prediction is the likely scenario. But it’s not all rainbows and sunshine. The more content creators are required to produce, the more it becomes apparent that they cannot do it all alone. Enter Jellysmack.
Companies like Jellysmack are developing tools and infrastructure to help with back-end work, freeing creators to “focus on their superpowers,” Atkins said. At the same time, licensing and redistribution agreements are also adding revenue to creator coffers.T.L. Stanley, AdWeek
Speaking of content licensing and redistribution, both which are part of Jellysmack’s core offering, creators are being forced to diversify due to fickle platform algorithms. Alex Barinka of Bloomberg covered this topic, which was a major theme at VidCon, and featured Sean who shared his point of view on the Industry Track.
“Any platform that is not built around the persona or the entity is going to have this problem,” Sean Atkins, president of creator content distribution company, Jellysmack, told me at the convention. He was drawing a contrast with platforms like Instagram and Twitch that grew from following individuals and building direct fan relationships. “In a world of infinite content and dopamine hits, it’s really tough to build a community.”Bloomberg
The article on Bloomberg suggests that it’s those direct relationships that really help drive revenue for creators, so forming those connections across platforms is key. However, doing so comes with a cost: creator burnout. That’s exactly why companies like Jellysmack exist, to take the weight off of creators’ shoulders by helping them diversify their business and brand presence to reach their full potential.
And it doesn’t stop at social platforms. NBC News quoted Jellysmack’s own Amber Tarshis when discussing the rise of creators to celebrity stardom.
“We’re not on a journey anymore,” said Amber Tarshis, chief marketing officer at creator economy startup Jellysmack. “The moment has arrived. Digital-first talent are the power players today.”NBC News
Coming from an esteemed entertainment background, Amber’s perspective is one that brands and media companies should not overlook when it comes to partnerships and advertising opportunities. Daysia Tolentino of NBC News was one of the numerous audience members who walked away from Amber’s Industry Track panel with top TikToker and Jellysmack creator partner, Kallmekris, with a new mindset.
Jellysmack thought leaders Sean and Amber weren’t the only ones creating headlines. Our VidCon Creator Lounge and eye-catching logo lanyards also made waves in the media. Business Insider listed Jellysmack as one of the top seven startups that caught their attention at the convention.
The creator economy startup Jellysmack was one of the most prominent companies at VidCon this year. The company sponsored the event, and its logo was plastered throughout the conference, from the event hall to the badges worn by creators, panelists, and attendees.Amanda Perelli, Business Insider
It’s safe to say it was a standout year for Jellysmack at VidCon… but it’s not over yet. The first-ever VidCon Baltimore kicks off in September, so stay tuned for some exciting announcements about the inaugural event, coming soon.