Social Media Entertainment: The New Intersection of Hollywood and Silicon Valley
by Stuart Cunningham, David Craig · NYU Press
Academic account of how YouTube, Instagram and Twitch creators assembled an industry parallel to Hollywood, tracing advertising splits, brand-deal economics, merchandise, multi-channel networks, and how creator revenue models differ across the US, Europe and China.
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More resources on Monetization Strategies
(Not) Getting Paid to Do What You Love: Gender and Aspirational Labor in the Social Media Economy
Interview and fieldwork study of fashion bloggers, beauty vloggers and independent designers documenting the distance between visible influencer success and the unpaid promotional work most creators perform for brands hoping it converts to income.
The Passion Economy and the Future of Work
Li Jin's 2019 analysis of platforms that let individuals monetize niche skills, contrasting marketplace models that take a cut of earnings against SaaS models where the creator owns and can export the customer list.
1,000 True Fans
Kevin Kelly's essay arguing a creator needs roughly a thousand deeply committed supporters paying about $100 a year rather than mass popularity, and why intermediaries between creator and fan destroy that arithmetic.
Influencer Marketing Strategy
Influencer marketing is the practice of engaging internal and industry experts with active networks to help achieve measurable business goals. This course is about strategy. Although there is no all-purpose, one-size-fits-all influencer marketing strategy template, you will learn how to tailor one for a wide variety of B2B, B2C, and nonprofit organizations using the two-step flow model of communication. But this course is also about tactics. I believe, “Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat.” So, you will learn both in this 6-week long course. Your final project for this course is to create a pitch deck for a social media influencer strategy. The purpose of your final project is to give you a concrete artifact that you can use to demonstrate your mastery of new competencies and skills to either the executives in your current organization or to prospective employers.
influencermarketinghub.com
Influencer Marketing Hub is a comprehensive resource for learning and optimizing influencer marketing, offering guides, case studies, statistics, tool reviews, pricing insights, and templates. Content covers influencer discovery and outreach, campaign management, analytics, platform-specific strategies, and industry trends.