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In the dynamic landscape of the creator economy, a notable shift is underway as the community takes centre stage. Startups, including Patreon and Kajabi, are redefining their platforms to emphasize interactive and social community tools. As the creator economy thrives, the pursuit of connection and belonging drives creators, media, and investors to prioritize community building. This shift is not merely a trend but a strategic response to the evolving needs of users seeking genuine connections in an era of information overload.
Patreon’s Evolution and Embrace of Community:
Patreon, a decade-old subscription platform, underwent a transformation led by CEO Jack Conte, who declared a shift towards community tools. The platform’s rebranding and app overhaul prioritize features like group chats and in-app profiles, aiming to position Patreon as a creator-centric and fandom-oriented company. The move reflects a broader industry acknowledgement of cultivating energized communities for sustained success.
Kajabi’s Integration of Communities and Monetization:
Kajabi, known for its online course platform, made headlines by announcing that its creators had collectively earned over $6 billion. Following its acquisition of Vibely, Kajabi introduced the “Communities” feature, providing creators with tools to directly engage students and fans through group chats, calls, and a central hub. The success of Kajabi’s communities is exemplified by their $87 million contribution to the overall creator revenue on the platform, showcasing the monetization potential embedded in community-building.
Fourthwall’s Innovative Approach to Creator Apps:
Fourthwall, initially a creator merchandise startup, unveiled a novel tool allowing creators to build their own branded apps. Fourthwall addresses the challenge of maintaining contact with a community amid information overload by creating standalone spaces for members-only content and direct interaction with fans. The strategy aims to enhance engagement among paying members, fostering a sense of exclusivity and loyalty.
Belonging as a Luxury and the Market for Community:
The phrase “Belonging is the new luxury” underscores the market’s recognition of the value people place on genuine connections. The success stories of platforms like Kajabi, where creators like Rob Lennon have earned over $500,000 by leveraging community features, highlight the willingness of users to pay for a sense of belonging. Recurring payments within the creator economy model contribute to the sustainability of platforms and creators alike.
Creators as Community Leaders and Catalysts for Change:
Amid a loneliness epidemic and increasing reliance on online interactions, creators emerge as unique leaders capable of fostering genuine connections. The concept of creators as modern-day “priests” emphasizes their role in assembling communities and shaping online spaces beyond digital screens. As creators harness their influence, the challenge lies in translating virtual communities into physical embodiments with rituals that evoke a profound sense of belonging.
Wrap-up:
The creator economy’s pivot towards community-centric models signifies a broader societal shift towards prioritizing meaningful connections. Armed with the ability to assemble communities and lead authentically, Creators are becoming instrumental in addressing the loneliness problem prevalent in the digital age. As platforms adapt and innovate to meet the demand for belonging, the synergy between creators, startups, and users can reshape the online landscape, creating sustainable and impactful communities beyond content consumption’s transactional nature.
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