Sam Blumenthal

Working with top livestream influencers: Brands will strengthen their cooperation with local influencers at key points, such as shopping festivals and new product launches, to achieve sales and product explosion. Brands can tap the mega audience of well-known influencers.

Still, many creators may look elsewhere to monetize their content through memberships, one-time payments, or merch sales. Some say services like Patreon or Cameo give creators more control and independence. “I’m always wary of putting all your eggs in one basket,” says Weinstein of Underscore Talent.

While synthetic media can amplify real people’s creativity at greater scale, it can also generate digitally-native creators. This was Trevor McFedries’ vision for Brud. McFedries was moved by how media can be a vehicle for social change: he points to research showing Will & Grace was largely responsible for public support of same-sex marriage. ... See more

While beauty brands may be new to Twitch, many Twitch streamers are already avid beauty fans. According to Neto, “Beauty content has already been part of Twitch, but beauty brands only now have started to understand and embrace it,” noting the enthusiasm that cosplay influencers have for beauty and that the idea of “nerdish” gamers is a stereotype.