💡 Twitch's CMO Spills the Secrets Behind Creator Success

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Happy Thursday! We hope you’re having a great week, and welcome to the latest edition of Influencer Insider. 

This week features one of my favourite interviews I’ve ever conducted, where I was fortunate enough to sit down and speak with Twitch’s CMO, Rachel Delphin. Speaking with Delphin her passion for not only Twitch, but the creator economy as a whole, was electric. She delved into so many incredible insights about the platform, as well as sharing her predictions for the future of this industry. Trust me, you don’t want to miss out on her expertise, so be sure to check out the article below.

In other news, there are some grumblings that micro-influencers have had their 15 minutes of fame after a new survey showed they are decreasing in popularity amongst brands and marketers. However, I disagree that this is a micro-influencer issue. You can scroll to read more of my thoughts, and I'd love to hear yours. Meta also announced some changes to their Facebook Monetisation programme to help creators earn more and open up the content formats they use.

So let's get into this week's Influencer Insider!

In today's newsletter:

• Pick of the day: In conversation with Twitch's CMO Rachel Delphin.
• Trending: What's on offer for creators at CreatorFest, Meta's new monetisation programme, and what a new survey about micro-influencers highlights about the wider influencer marketing industry.
• Join the Conversation: Creators' mental health matters.

Pick of the day

Twitch’s CMO Rachel Delphin Talks Brand Partnerships, Educating Creators, and Gen Z Audiences

I was lucky enough to sit down and speak with Twitch’s CMO Rachel Delphin last week. She gave a range of valuable insights into the platform and how it can help both creators and brands. From unique advertising opportunities on Twitch to creator education, it was a fascinating conversation that really highlighted the power of the creator economy. Anyone in the industry would be amiss not to read more of what Delphin had to say.

Trending

What's hot on Hello Partner right now

Micro-Influencers Are Falling out of Favour: What Does This Mean for Influencer Marketing?
A new survey highlighted that micro-influencers aren’t as popular as they once were. But is this a problem solely facing micro-influencers? I don’t believe the problem is micro-influencers, the problem is influencer marketing not sticking to a key value required in this industry. Read more to find out what that is.

CreatorFest Preview: 6 Reasons Why Creators Need to Attend
We’re now two weeks away from CreatorFest and the excitement is building. We have so much on offer for creators, from 1-2-1 drop-ins with platforms such as Twitch and Substack to important panels discussing mental health, there’s something for every creator no matter what stage of your journey you are on. Check out more at the link above.

Meta Combines Monetisation Programmes, Offering Creators More Ways to Earn
Last week, Meta announced a change to how creators can earn on the platform. The Facebook Content Monetisation programme combines the three existing programmes (in-stream ads, Ads on Reels, and the Performance bonus). Meta said the the change will allow creators to expand their revenue streams from more diverse content formats.

Creator of the Week

Our Creator of the Week is Sam Chapman!

You probably know Sam as an OG creator, making up one-half of the sister duo Pixiwoo on YouTube. You may also recognise her as the co-founder of the makeup brush brand Real Techniques.

Sam is an award-winning beauty expert, makeup artist and prominent global creator with 1.1m Instagram followers and a growing platform on TikTok and YouTube.

Joining creator GK Barry and Gleam Futures founder Dominic Smales, Sam will be one of CreatorFest's keynote speakers discussing the difference a decade makes, where they will be looking at how much the creator economy has evolved since Sam started out.

Both GK Barry and Sam will share unique insights on what it means to be a creator at the top over a decade that has transformed the space. From brand partnerships to audience engagement, be sure to join us at CreatorFest for this iconic fireside chat!

Join the Conversation on LinkedIn - Managing Your Mental Well-Being as a Creator

Today is World Mental Health Day, and whilst mental health should be spoken about openly 365 days of the year, this post seemed especially significant for today.

If you're a creator, you have probably been told at one point or another that you're 'lucky' to be a creator. And of course, the career has its perks: events, PR gifts, and more. But, like every job, there are downsides, and amongst creators, it can be a struggle to speak about them.

What's more, we've heard from creators time and again that setting boundaries can be really difficult, whether that's boundaries with fans who feel entitled to learn more about you than you're willing to share, or being able to shut off from work.

As Aphra points out, the pressure and competitive nature of the job means creators are increasingly struggling with their mental health. However it is important to learn that you must implement sustainable practices in your career and life if you want to continue to have a healthy work-life balance, but of course, this is easier said than done.

The topic of mental health is really important to all of us here at Hello Partner, which is why at CreatorFest, we'll be hosting a Voicebox session with Samaritans. The charity will be sharing their best advice and tips for creators, so you can better manage your mental well-being.

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Catherine Shuttleworth Journalist Email me Connect with me on LinkedIn