WTF is clipping? The low-lift creator strategy grabbing advertisers’ attention
Clipping culture has evolved from a way for creators to build viewership into a bona fide marketing channel. Here's an
All posts by Alexander Lee
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Alexander Lee
06:20
Virtual-world creators gaining traction beyond Roblox and Fortnite
As UGC creators become part of the creator economy, they are settling on platforms beyond Roblox and Fortnite, and brands
Alexander Lee
00:20
Twitch’s Discovery Feed isn’t delivering, creators say
Before the rise of competitors such as Kick and YouTube, Twitch was the only major platform for livestreaming creators...
Alexander Lee
11:20
Podcast consumption shifts toward connected TVs
As connected TV becomes YouTube's primary watch surface, podcasters are seeing a rise in viewership on the biggest screen in
Alexander Lee
20:20
Roblox studios begin to consolidate as Super League buys Supersocial
As Roblox and companies in the platform’s ecosystem continue to grapple with proving its advertising potential to brands, Super League's
Alexander Lee
15:21
Music promoters turn to other platforms besides TikTok to invest in as part of a broader creator playbook
Music promotion on Instagram Reels and YouTube Shorts is ramping up in the wake of the TikTok ban situation...
Alexander Lee
07:20
As Patreon and Substack enter the mix, the livestreaming landscape is dividing creators
Platforms' livestreaming push has highlighted an underlying divide in the community of livestreaming creators...
Alexander Lee
13:22
‘We have our understanding of what we accept or what we don’t accept’: Kick’s co-founder talks creator push and growing pains
March 2025 was Kick’s biggest month ever. However, some livestreaming creators remain reluctant to join Kick due to its relatively
Alexander Lee
20:20
Amid ban uncertainty, TikTok’s role in brands’ social presences has decreased
Even if TikTok finds a path forward in the U.S., brands and agencies that were previously focused on the platform
Alexander Lee
14:21
The Economist is looking beyond traffic to measure the success of its brand marketing push
One year into The Economist's brand marketing push, the company is prioritizing metrics such as brand lift and awareness over
