Avi Gandhi

Everyone knows creators are small businesses, but now many small businesses are either working with creators or becoming creators themselves. From doctors and tutors to lawyers and restaurateurs, small business owners are leveraging the creator economy to drive business success like never before. How can business owners — even those with limited content and media experience — lean into the creator economy to fuel growth?  Which tools, tech, and services are most useful, especially when it comes to finding the right audience on global platforms driven by complex algorithms? Find out from this panel of SMBs and solopreneurs!

Many creator economy startups have failed over the last three years because they haven't been able to get creators to use their products. Going to market in the creator economy is often compared to B2B or SaaS marketing, but many have tried and failed at using those businesses’ standard tactics. Creators are a unique category of customer, so in this session, we're going to learn from executives who have successfully acquired creators to drive the growth of their businesses, exploring the strategies and tactics they've used successfully.

Just five years ago, the words "creator" and "influencer" conjured images of young, white, good-looking people producing vlogs, thirst traps, and gaming livestreams for similarly young audiences. Today, with 200 million creators globally and up to 35% of the US population involved in the creator economy, the faces of the creator economy have changed for the better — giving voice to the expertise, experiences, and interests of a broader spectrum of creators and consumers. In this panel, we talk to leading voices of underrepresented groups of creators to learn how the space is changing — for better or worse — and what creators can do to be successful both in spite of and because of their underrepresented backgrounds.