The premise is that creators make content for a brand, but instead of living solely on social media channels, that content lives in 15- and 30-second spots on ad-supported streaming platforms.

Interesting concept. Creators scale up their reach, brands scale down their production.

Creators and AI (and their ethos) will increasingly become studios.

Ad meets word of mouth meets social proof meets celebrity endorsement.

And social media eats the world.

via Digiday