From ad revenue share to social commerce, branded content, livestreaming, and fan-pay, this is a deep dive into the current state of the creator economy and the battle between Shorts, Reels, & TikTok.
Punj - I don't argue that social commerce is not poised to do well in the west. I argue that it won't reach the scale that it has in China. I also say: "Of all the alternative monetization streams, native commerce is the one that has the most potential." I'm a big believer in social commerce and LTK is a great example of it. I'm just not convinced that it will be as large of a market as it is in China since consumer preferences are different here.
Incredibly well-written & insightful piece. Thank you David!
LTK seems to have done well in the US contrary to your argument around social commerce not poised to do well in the west. Thoguhts?
Punj - I don't argue that social commerce is not poised to do well in the west. I argue that it won't reach the scale that it has in China. I also say: "Of all the alternative monetization streams, native commerce is the one that has the most potential." I'm a big believer in social commerce and LTK is a great example of it. I'm just not convinced that it will be as large of a market as it is in China since consumer preferences are different here.
That clarifies it David, thanks!