Trevor Hindz on protecting your livelihood as a creator:
Because, the audience doesn’t just want more content. They want to be felt. They want to be seen.
You should be audience first. Not the algorithm. We should create our own apps, host our communities and, you know, get to know them.
Bring them a human experience in your own digital space.
So, instead of being so focused on more followers, think about, ‘How can I mobilize the community I already have and bring them together?’
And, another thing: build your business. Get creative with monetizing. A creator — an influencer — is a CEO.
That’s what you are — you’re a CEO of your own company. Don’t rely on a platforms monetization model, ’cause that’ll be one of your biggest threats as an influencer in the next few years.
If you look at TikTok, they are constantly shifting their monetization, and people go from making good money, to pennies.
But, if your livelihood is married to a sponsor, or how much YouTube and TikTok pays you, you will never feel the freedom to change when you need to — or, to even experiment.
Because, your livelihood is tied to the metrics.
- ‘Oh, if I try something new, and it flops, my sponsors will pull away from me.’
So, now, you’re staying the same — but the world is changing. Don’t get left behind.
There’s creators with less than 100,000 subscribers making $100,000 a month.
There’s creators with a million+ — 2 million subscribers scraping it by— barely making it by.
So, it’s time that you be the CEO that you are. And, think like a business, but connect and express like a human.
No shortage of direct-hit wisdom from Hindz, here, on what quite possibly may be the most chill (and valuable) rant you’ll hear all year — the whole thing’s worth a play.
(Especially heavy is his observation of the effect algorithms and brand relationships have on a creator’s courage to experiment. Can you relate?)
Another fair callout is that, as a successful creator, you may need to wipe away the current mental picture you have of what a CEO looks like, and replace it with what’s in your mirror.
You started a channel. Things went well.
Business may not be what you thought you were signing up for, but business is what you’re in.
And, since you’re in it (and it’s paying you so very well), you might as well play to win.
That starts with eliminating your dependence on the platform that made you famous, and prioritizing a platform of your own.
Only then, will you begin to get your life back.
And, only then, will you sit at the controls of your financial future.
— Tang
