The Creator Economy Unveiled: 5 Ways Two-Sided Marketplaces Empower Creators

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Olivia Savage joins the Affiliate Nerd Out discussing the ever-evolving world of the creator economy, where influencers often face challenges in securing their earnings during platform transitions. Impact, a key player in this industry, bridges the gap by providing a two-sided marketplace. Olivia sheds light on how Impact.com empowers both brands and fledgling creators, ensuring a mutually beneficial partnership. She highlights the user-friendly process for creators to sign up on Impact's platform and emphasizes the value of building connections in the B2B influencer sphere, promising to boost her LinkedIn connections.

Meanwhile, host Dustin Howes shares his podcasting journey, sponsorship experiences, and his unique approach to handling email inquiries. This engaging conversation offers insights into the dynamic world of creators and the strategies for success.

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The influencer economy has taken the world by storm, with brands and creators partnering to reach audiences in new and engaging ways. In this podcast episode, we delve deep into the evolution of this dynamic industry with Olivia Savage from impact.com, a seasoned professional in the marketing world.

Olivia shares valuable insights into how impact.com has transformed the traditional affiliate marketing model by integrating partnership technology. Their latest product offers a comprehensive solution, merging affiliate marketing with advanced tracking technology. This significant shift allows for an unprecedented level of access and control, helping brands and creators alike to leverage the potential of influencer marketing more effectively.

The conversation takes an intriguing turn as we discuss the challenges that both brands and creators encounter in their quest for impactful collaborations. It's no secret that navigating the world of affiliate marketing can be daunting, with myriad variables to consider. However, Olivia illuminates the intricacies of impact.com novel program curated specifically for time-sensitive campaigns, including the exciting features of Spark Ads with TikTok and time frame-specific analytics.

In this article, we will explore the concept of the two-sided marketplace and how it benefits both influencers and brands. We will also discuss the process for creators to join the marketplace and the value it brings to their business. Additionally, we will delve into Olivia Savage's experience as a content creator and her insights into the podcasting world.

What is the concept of a two-sided marketplace?

The concept of the Two-Sided Marketplace as described by Olivia Savage can be broken down into the following key points:

1. A platform for Connection: The two-sided marketplace, represented here by SaaS tools like Impact, serves as a platform that bridges the gap between brands and creators. It's not just about brands finding publishers and partners; it's also about creators discovering brands that align with their niche.

2. Monetization of Content: The marketplace empowers creators by providing them with a platform to monetize their content. By connecting with relevant brands and products, creators can earn revenue from their content and build a sustainable business.

3. Discovery of Opportunities: Beyond just monetization, the marketplace also opens up a world of opportunities for creators. They can explore and connect with brands that resonate with their content, thereby expanding their reach and influence.

4. User-Friendly Interface: For creators who are unsure about how to engage with brands, Impact offers a user-friendly platform that simplifies the process. The interface is designed to facilitate easy connections with brands and help creators navigate partnership opportunities.

5. Increased Visibility: Joining the marketplace increases a creator's visibility. With a profile on the platform, they're more likely to be discovered by brands, opening up additional revenue streams and partnership opportunities.

What are the common challenges of running a hybrid business?

• Balancing Act: Juggling between traditional and digital facets of business operations is challenging. It involves managing various tools, platforms, and strategies simultaneously.
• Communication Gap: Ensuring effective communication in a hybrid model, especially with remote work, can be challenging. Misunderstandings can lead to inefficiencies.
• Technological Issues: Reliance on technology means technical glitches can disrupt operations. This includes problems with software, hardware, or internet connectivity.
• Employee Engagement: Keeping all employees engaged in a hybrid model, particularly those working remotely, is difficult.
• Security Concerns: With digital involvement, securing sensitive data becomes more complex. Strong cybersecurity measures are needed to prevent potential breaches.

To overcome these hurdles, solutions can include developing and maintaining effective communication channels, creating a good work environment that caters to both hybrid and non-hybrid employees, and implementing well-defined flexible work policies.

During a live discussion, Olivia Savage encouraged listeners to share their experiences and hurdles in running a hybrid business, aiming to provide insights and solutions to help creators navigate these challenges effectively.

How can B2B influencers optimize LinkedIn for marketing?

Despite having only 415 LinkedIn connections, Olivia recognizes the growing importance of B2B influencers and sees LinkedIn as the perfect platform for them. She accepted the challenge to increase her LinkedIn connections, acknowledging LinkedIn as a valuable tool for creators to connect with professionals and expand their network.

Flipping the Script: Interviewing the Interviewer

In a twist, Olivia interviewed the host, Dustin Howes, about his decision to start a podcast and his experience with partnerships and sponsorships. Dustin shared his journey from starting the podcast on a whim to having a booked-out schedule months in advance.

Dustin also shared his approach to partnerships and sponsorships. As he built his domain authority, brands started reaching out for collaborations. He turns email fails into opportunities, offering suggestions on how they can improve their approach, leading to sales and new customers.

The Rest of the Episode: The Creator Economy

As we delve further into the realm of influencer marketing, Olivia highlights the profound value of a two-sided marketplace. impact.com is simplifying the process for brands and creators alike, from connecting the right people to easing payment and tax procedures. Olivia's expertise shines as she shares how she navigates brand partnerships, transforms potential stumbling blocks into opportunities, and keeps her creativity alive in this dynamic industry.

In summary, the episode provides a comprehensive exploration of the influencer economy and the transformative role of Impactcom's affiliate marketing solutions. By harnessing the power of affiliate marketing and integrating cutting-edge partnership technology, Impactcom is helping brands and creators revolutionize their growth journey. As the influencer economy continues to evolve, platforms like impact.com are set to play a crucial role in shaping its future.

Timestamp	Summary
0:00	Introduction to podcast and the growing creator economy.
0:33	Welcoming Olivia Savage, bridging affiliate marketing and creator economy.
1:21	Olivia's background and unique last name, “Savage.”
2:36	Olivia's role and diverse career journey in tech and marketing.
3:40	Impact's role in serving brands and creators in marketing.
6:28	The exponential growth and convergence of creator and affiliate marketing.
8:00	Introduction to “Creator by Impact” for tailored influencer marketing.
10:57	Access to Creator by Impact and its scalability for clients.
13:51	Accessibility and affordability of Creator by Impact for clients.
15:38	Dustin's personal experience with influencer marketing and platform benefits.
21:38	Reasons for Impact's investment in the influencer marketing space.
23:50	Benefits of using the affiliate channel for influencer marketing.
25:07	Differentiation through native integration of affiliate and influencer solutions.
27:25	Creators navigating the Creator Economy often face commission challenges during platform transitions.
28:10	Impact plays a pivotal role, serving both brands and creators within the Creator Economy landscape.
29:32	Creator by Impact offers a free entry point for influencers keen to thrive in the Creator Economy.
30:15	Streamlined sign-up processes make joining Impact's Creator Economy platform a breeze.
31:41	Olivia aims to bolster her LinkedIn connections, a valuable asset in the B2B influencer-driven Creator Economy.
33:53	Dustin's podcasting journey, driven by passion, seamlessly monetizes within the Creator Economy.
38:13	Sponsorships and clever email engagement strategies drive growth within the Creator Economy.
39:19	Dustin's lighthearted approach to handling name mix-ups brings humor to the Creator Economy.
41:30	Connect with Olivia on LinkedIn for insightful discussions within the Creator Economy sphere.

Wrap it up, Dustin.

The creator economy is the next generation of affiliate marketing that we are evolving into. As affiliate marketing evolves, you should keep one thought in mind: Be part of the solution, not part of the problem. Embrace the adaptation of influencers into our world with open arms.