YouTube Head Warns Creators to ‘Not Sleep on Live,’ Noting That it ‘Supercharges’ Fandoms

Kim Larson, head of YouTube's Creator and Gaming Team, urged creators not to underestimate the power of live streaming, stating it "supercharges" fandoms and creates deep connections with audiences. During TheWrap's annual conference, Larson cautioned that live streaming isn't easy, as creators can't hide behind edits. She emphasized that while live streaming is a "powerful medium," it demands authenticity.

Travel influencer Olivia Ferney, whose Instagram account has a large following, advised against rushing into equity deals with brands and being cautious about potential business failures. Ferney, who is about to sign her first equity deal with AI assistant company Tab, stressed the importance of aligning with projects that genuinely resonate with her.

Panelist Jo Cronk, co-CEO of Whalar, predicted that creators will take on a larger role in brand consulting within the next year, as they already hold significant influence in shaping cultural trends and community desires. Advertisers are increasingly investing in creators, with projected returns on investment (ROI) 2.4 times higher than TV.

However, the creator economy still accounts for only 3.9% of total advertising spend, with significant growth expected in the coming years.