The business of being a creator
Essays on the parts of creator life that decide whether you're still here in three years — pricing, ownership, usage rights, and how brands and creators actually build something worth keeping.
Running your creator business
The fee is the floor, not the ceiling
The biggest upside in creator deals isn't the day rate anymore. Here's the case for equity, the cards you actually hold, and how to spot a brand worth backing.
For creatorsStop renting out your attention. Start building something they can't copy.
An influencer rents attention. A creator owns a body of work. Here's why owning yours is the biggest opportunity in the creator economy right now.
For creatorsSafe content doesn't get remembered
Brands sand creator partnerships down until they offend no one, then call it best practice. Here's why distinctive beats safe, and how to hold your nerve.
Working with creators
Stop briefing creators like freelancers. Start building with them.
The biggest creator wins come from partnership, not procurement. Here's the spectrum from better briefs to equity, and how to treat creators as an asset, not a line item.
For brandsYour creator content shouldn't stop where your paid media starts
Most brands hand off from creator content to brand-led ads and leak the value. Here's the case for keeping the creator as the visible source when you scale with paid.
For brandsIf 80% of your influencer value is invisible, you're measuring the wrong thing
Last-click attribution can't see most of what influencer marketing does. Here's why, what to measure instead, and how to stop underfunding a channel that works.
Run the business side in one place
Poppi Social is where creators manage brand deals, approvals, invoices, and income. Free for 60 days.
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