Victor Potrel, VP of Platform Partnerships at TheSoul Publishing chats about the evolving nature of the creator economy and the impact it now has for varied content distribution tactics and channels:

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Welcome to this MarTech Series chat Victor, we’d love to know more about your journey and your role at TheSoul Publishing.

I’m currently VP of platform partnerships at TheSoul Publishing, a digital media studio with a focus on creating positive content that resonates globally. You may recognize some of our channels, like ‘5-Minute Crafts’ or ‘Slick Slime Sam,’ to name a few.

At TheSoul, I oversee the management of all global partner relations including YouTube, Facebook, Pinterest, Snapchat, Instagram, TikTok and spearhead future content distribution opportunities. Before this, I was part of the LEGO group and previously held several roles at YouTube & Google.

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We’d love to dive into your thoughts on the evolving social media and creator economy landscape: how is this changing the game for users and creators themselves?

In recent years, barriers to entry in content creation and distribution have lowered even further. The new paradigm is that everyone can be a creator and distribute their work. The time of a few stakeholders deciding the fate of an industry is behind us, which means there is a greater opportunity for all creators to succeed, and there are more choices than ever for users. It’s been amazing to witness this shift and be part of it. 

As interactive experiences become more prominent in online media: how in your view can B2B marketers (creators) ensure they plan and drive appropriate / audience-relevant interactivities (podcast/webinars, shows, etc.) through their multichannel campaigns? 

Another key dynamic in social media is an increase in fragmentation between communities and platforms online. Social media platforms are more and more associated with a specific age group or community, for instance with TikTok and Gen Z, or Pinterest and creatives. 

It’s important for marketers to acknowledge this dynamic and adapt their content and distribution strategies accordingly. In some instances, it makes sense for them to work with existing digital companies that can access those established audiences and distribution channels, in order to amplify their messages, while maintaining a targeted approach.

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How will the face of interactive media for marketers (creators) change in the future? 

More and more, viewers will be looking for creative that matches the medium and platform they’re viewing. Long gone are the days of seeing unrelated TV ads on digital video platforms. Modern marketers need to be aware of the context surrounding their content.

One example relates back to producing short-form videos for platforms like TikTok or YouTube Shorts. In these instances, it’s key to make your creative coherent with other content viewers will watch before and after. You need to meet their expectations in terms of video aesthetic and narrative for them to watch and engage. There are too many other choices online, so it’s imperative that your content is tailored to your audience to keep them on the hook. 

A few predictions you’d like to talk about for the adtech-martech and social media niche and how you see this space evolving in the future? 

Given how quickly the digital space moves, it’s really difficult in this day and age to make predictions for the future! I will say that given the constant innovation in the digital space, the first rule is to stay flexible and open in your approaches. 

In social media, so many new areas are currently evolving rapidly – livestream shopping is already huge in China, with billions of goods sold in a matter of minutes via online platforms, and the trend is now coming to the West.

Companies are also investing in “the metaverse” which could provide completely new spaces for expansion for marketers. NFTs provide the infrastructure to have true ownership in the digital world, creating new opportunities for brands and communities. 

Some last thoughts, takeaways, digital marketing tips and best practices before we wrap up!

We live in an exciting time with amazing tools and possibilities in the hands of creators and marketers, regardless of the industry you’re in. To stay ahead, it’s important to try new approaches, challenge established practices and move quickly once you decide on your strategy.

At The Soul Publishing, we’ve particularly found success creating positive content that a wide audience can relate to. This has stood out in the current social media landscape in part because viewers are hungry for an escape from their daily life. Creators and marketers alike can focus on positivity to engage their audience, whilst at the same time providing content that is actually both useful and of interest.

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