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Influencers are putting up paywalls. What does that mean for brands?
A new business type here is the paid community: a direct subscription to join in. Today, most paid communities live on the outskirts of existing social platforms. But as they become normalized, paid communities are becoming a viable business model for smaller-scale social networks aiming to be both profitable and socially sustainable.
Toby Shorin • Come for the Network, Pay for the Tool
Influencers, in turn, have realized that it’s more lucrative and meaningful to promote their own products rather than someone else’s.
Yiren Lu • Can Shopify Compete With Amazon Without Becoming Amazon? (Published 2020)
Social media entrepreneurs have rushed to find ways to make money from stars on popular platforms like TikTok. West of Hudson Group, for one, operates a network of content houses where many prominent young influencers live.
New York Times • TikTok Mansions Are Publicly Traded Now (Published 2020)
A new business type here is the paid community: a direct subscription to join in. Today, most paid communities live on the outskirts of existing social platforms. But as they become normalized, paid communities are becoming a viable business model for smaller-scale social networks aiming to be both profitable and socially sustainable.
Toby Shorin • Come for the Network, Pay for the Tool
@sarahfrier: Every industry is going through this. It's the influencer economy. How much does an employer let their employee be a star in their own right? How much of that financial success or audience should the employer own or manage? https://t.co/k3gOShlXfL
“Influencers are like the new catalogue,” adds Nguyen, who has a devoted Instagram following of 125,000 and counting. “When you have that database of inspiration [on someone’s Instagram or blog], it is so much easier than walking into a store with a whole bunch of stuff on the shelves, and you don’t know how to style it.”