Creator-powered campaigns are the future

A startup hired 700 content creators without paying them up front. Instead, these creators earn based on performance, such as $1 for every 1,000 views their content generates.

Companies are beginning to rethink their approach to content creation. A growing trend in the startup world is the shift away from traditional marketing methods toward a model that heavily relies on content creators.

While this may seem unconventional, it reflects a broader movement where businesses are embracing a more creator-centric approach to marketing.

Why the shift? Traditional marketing channels are no longer as effective as they once were. The rise of short-form organic content, influencer marketing, and podcasts has shifted how businesses connect with their audiences.

What works now? Volume. If you’re creating short-form videos, the key to success is simply producing more content. Whether that content goes viral or not, more shots on goal equals more chances to succeed.

But how can businesses use this strategy to drive ROI? The answer: paid clipping opportunities. Create affiliate programs to incentivize creators to clip long-form content and post it in short-form formats. Those who generate more views get a cut of the revenue, creating a win-win scenario for everyone involved.

These "paid clipping opportunities" drive massive distribution.

More content. Less money up front. More conversions.

Today, startups like Cluely and Whop are adopting similar strategies. They pay creators (or “clippers”) a performance-based rate, making it easier for young content creators—especially college-age individuals—to earn money while doing something they’re passionate about.

These startups are essentially outsourcing content creation to a pool of creators.

For businesses looking to replicate this model, there’s a simple formula: feed your content machine enough raw material, and you could see 400+ pieces published each week.

To creating content for the future,

Eric

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