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Modern Marketing Is Reshaped by the Creator Economy, a New Social Media App, & YouTube Unveils Open Call
In our 63rd newsletter, we explore how modern marketing i redefined by creator-led strategies, a new social media app positioned as a TikTok alternative, and YouTube’s announcement of its Open Call initiative at Cannes Lions.
Brian Freeman
June 25, 2025
👋 Heads up! Before we get into this week’s newsletter, we’re looking for creators with over 100k followers on any platform in the lifestyle, fitness, beauty, or fashion verticals to participate in a quick live interview for a new product we’re developing who will receive a $20 gift card to Amazon as a thank you! Interviews must happen this week!
Interested? Reply to this email with a link to your social channel with over 100k followers/subs and we’ll get your interview scheduled 🙌
🎯 Modern Marketing Is Reshaped
Image Credit: Lowe’s
With over 200 million creators out there (that’s a lot of ring lights), audiences are leaning toward real voices over polished ads. Brands are catching on, shifting from one-and-done influencer deals to deeper, longer-term partnerships.
Lowe’s Creator Network gives content creators real tools to grow actual businesses in the home improvement space, and we’re not just talking about free paint buckets. This includes project sponsorships, startup funding, and genuine business support backed by big names like MrBeast and Chris Loves Julia.
With social commerce growing faster than ever, brands that treat creators like collaborators instead of just marketing tools are seeing real results. It’s a smarter, more human approach to marketing, and a lot more fun all around.
For the full article from Lowe's Creator Contributor at Forbes, click here.
Image Credit: Own
A new app called Own is coming soon. It’s mission statement? Anyone can earn, regardless of follower count. Built on blockchain and designed by web3 experts, it offers global monetization, real content ownership, and a fairer deal for creators in comparison to platforms like TikTok.
Key Features of Own
$OWN: Earn through engagement (It’s tradable and tied to platform revenue)
No Minimums: Monetize with zero followers
Own Shop: Keep 95% of sales (this is launching late 2025)
Low Fees: 20% on tips, 10% on brand deals, 5% on shop sales
With nearly 40,000 people on the waitlist, Own promises higher earnings, better ownership, and more transparency for creators everywhere.
For the full article from Lauren Forristal at TechCrunch, click here.
Image Credit: Google
At Cannes Lions 2025, YouTube unveiled Open Call, a twist on brand-creator matchmaking. Built into YouTube BrandConnect, the new feature lets brands post campaign briefs and allows any eligible YouTube Partner to pitch their ideas.
"Creators are authentic storytellers who enable brands to move beyond traditional advertising and participate in cultural conversations," said Sean Downey, president of Americas and global partners at YouTube.
How Does It Work?
Within the creator partnerships hub, place an open call to work with multiple creators in the YouTube Partner Program at once.
Publish a creative brief with campaign details. Once live, creators can proactively respond with video content for your campaign.
Review and approve video submissions.
Promote creator videos as partnership ads and measure results.
By turning briefs into open invites, YouTube might just make branded content feel less like a transaction and more like a collaboration. I’ll be the first to say it’s about darn time.
For the full article from Alex Weprin at The Hollywood Reporter, click here.
🔥 Hot Opportunities
🔥 Sidewalker Daily: Helping Creators of All Sizes Land Brand Deals
We’ve teamed up with Sidewalker Daily since they’ve helped tens of thousands of creators from around the globe land paid brand deals and get paid their worth. Sign up and give their free training a whirl.
🚨 Leverage Your VIP Connections: How to Turn Past Collaborators into Future Opportunities
Creatorland's VIP Connections feature is a game-changer for your creator career. This powerful tool scans your connected Gmail account to identify high-value contacts from your past collaborations and deal-related conversations. It's time to unlock your VIP Connections (for free, duh).
🤵 Mensuits.com is Seeking Influencers/Content Creators for the Summer Style Campaign (ASAP!)
Mensuits.com is seeking male influencers and content creators in the United States for a promotional collaboration involving their premium suit collection. Creators will receive $250 and a gifted custom suit valued up to $300 in exchange for engaging content. Applicants should have experience in fashion, strong videography skills, and a professional approach to brand collaborations. The application deadline is June 30, 2025, with no minimum follower count required.
😊 Earn $1,900 Per Submission: Create Positive, Empowering Content for 1Starr Enterprises
1Starr Enterprises is seeking diverse content creators to produce positive and empowering content including self-help, stress relief, and body positivity materials. This paid opportunity offers $500 per photo and $1,400 per video submission for use across their multimedia platforms. No follower requirements - we welcome creators of all backgrounds, cultures, body types, and abilities.
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👋 Happy Networking!
~ Brian F.
Content We Referenced Today
Own, a new social media app, aims to tokenize the creator economy - TechCrunch
How The Creator Economy Is Reshaping Modern Marketing – And Why Brands Are Paying Attention - Forbes
YouTube Aims to Democratize Branded Content Just Like It Did With Videos - The Hollywood Reporter