The Creator's Blueprint for Building a Brand in the Attention Economy-Masterclass with Alex Antolino
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- Опубликовано: 19 янв 2023
- In this video, we're excited to share with you the Creator's Blueprint for Building a Brand in the Attention Economy. The attention economy is a fast-paced and ever-changing landscape, and it can be challenging for creators to navigate. But don't worry, we've got you covered. Our blueprint will give you the tools and strategies you need to build a brand that stands out and thrives in this competitive environment.
From creating a strong visual identity to leveraging the power of influencers and social media, we'll cover it all. By the end of this video, you'll have the knowledge and skills you need to build a brand that resonates with your audience and drives business growth. So, don't wait! Watch the video now and start building your brand like a pro.
Alex's free resources mentioned in the video - www.alexantolino.com/the-futur
Alex's RUclips Channel - / @alexantolino
Video Summary:
Creator advertisement," or using creators to promote products and brands, as a form of decentralized marketing. They mention the rise of short form video platforms like TikTok and the competition between these platforms for attention. The speaker also mentions the concept of the "career economy" becoming the mainstream economy due to the increasing importance of content creation. Finally, they discuss the potential for a single post to perform well on multiple platforms without any modifications.
Alex advises against hiring influencers or creators with a large following when starting to make content. Instead, they suggest finding a creator with a validated audience in the 10,000 to 50,000 follower range on the platform where the content will be shared. This allows for collaboration and experimentation without putting too much pressure on the creator or the brand. The speaker also suggests offering a contract for a few months and reevaluating after that period. They also mention the importance of volume and the possibility of hiring a creator who knows a little bit about everything and building a team from there.
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Host: Chris Do
Producer: Mark Contreras
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Hey there! Got any question??
Drop it here! I read you 👇
how to build an audience and find the right audience
@@JoshCarne good!
Honestly my criteria for naming is oversimplified. I would pick a name that:
- Sounds as it writes.
- Short. Hopefully 1 word.
- Is not used by any other company
- Is OK for SEO.
Super Llama could work, don't know if it'd be super SEO friendly.
But overall sounds like an exciting time for you, isn't it?? :D
@@selfhealingflow that's such an intricate question is hard for me to answer here, but I will say this. Over the years I'm starting to believe that it's not that much about finding the right audience, but letting them find you.
Does this make sense?
Thanks man that’s really helpful! Yes very exciting time! Have a good day! Looking forward to it later
Was just removing the initial reply so too many people don’t see it haha. A quick question on the SEO: then would certain names be better on SEO only if they’re more descriptive? Like The Film Company or something like videooo?
YT has started recommending really good stuff at the perfectly right times. Bless the technology, what a time to be alive!
what a time to be alive indeed!!
Those creators started without marketing knowledge. What they had is a passion for their followers and to gain more followers. They started without rules, with the perfect white canvas. I think that all they had was the innocence and naivete of the youth. They had the needs to connect with other people, in their own way. They created new rules as you beautifully framed it in this video.
Thank you for sharing and thank you for the great energy.
for them it's all about connecting and engaging.
For brands it's all about selling.
That's why creators win
Literally every episode is a masterclass to implement
Absolutely love all of The Futurs content. Every time we get a new piece of gold it’s worth watching.
I just want to say thank you because what was given here I've seen people charge 5 to 7k for this information it feels great to see people GIVING out valuable information and not selling it
Wow! This video content is so well structured - so actionable, so thought-provoking. I really appreciate these shared insights, as I’m sure all of these viewers do. Chris - I’ve listened to at least 10 of your long content videos and many shorts recently (big fan so far) and this is my favorite speaker you’ve had on so far. I really appreciate the lessons here - so much that I’m commenting sitting at a long red light right now. How compelling! Lol Thank you!
Wow! Hello! Hey Charlotte! So glad to hear that you enjoyed our session 🙏
Means a lot :)
A massive thank you to both, for hosting and elaborating on how brands need to project in order to stay current and afloat! Some seriously good intel here, with notes far greater than what my digital marketing course has to offer currently 🫴 THANK YOU for the knowledge, and your time.. cheers from Germany
This changed how I see it now. Pay this guy 10x more.
Damn bruh! I'm so glad y'all made this video (and I watched it). Definitely watching this multiple times.
Thanks for all the content!
very impressed with how little you address your wants and focus on delivering on customer needs... well done
This was so helpful. Thank you! Loved the seven virtues - basically a checklist for each content piece. Alex you have a bright spirit!
Amelia! Thanks for your comment and support :)
Love the checklist idea!
This is Gold! WOW 👏
Loved the presentation, 7 pillars on how creator economy is evolving were pretty interesting. For me personally, I try to create perfect videos, give my best, but from the other perspective it prevents me from producing more content. I might shift into different direction a bit.
Now, more than ever with algorithms being so good at understanding what works, quality is the most important thing. The key is understanding what quality means in today’s context.
Beautiful video.. I've learnt a lot .. Thank you Chris. 🙂💯
love Alex's passion ! he is great
This is a great masterclass. Thanks. ❤
Brilliant. So useful and great timing with a new year upon us. Thank you 🙌
Glad you found the helpful😊
This was incredible, thank you so much for sharing your perspectives and findings! Excited to inplement these ideas into some brand strategy in the future! 🙏
Thanks Alex, let’s do this!
Great video man, thanks for making this free.
Excellent content here - thank you🙏
Best video yet. Thank you.
Thanks for the gold, guys! Much love.
Lots of gems in this episode. Thanks. Took quite a bunch of notes!
Excellent content. Thanks for sharing.
thanks
Thanks Alex and Chris for these insightful sharing. I think audiences who go onto these platforms are on their own accord searching for attention-worthy contents, and that advertisers no longer need to create disruption to the audiences lives for attention. They just need to focus on their contents that speaks to and resonates with their audiences. However, i think these are the new era of marketing and the foundation of a brand still stands. Coz if the brand themselves have not established their why, i would argue there's no character to build on with these contents. Brand purpose doesn't necessarily need to be for the greater good but like those examples of "the about" section shared, there's definitely some reasons to be doing what the brand do. Lastly, one question on my mind is that do an "intended audience" still matters at all? And why would you think so?
Thank you, Chris, Alex and the Futur for this incredible video! Learned so much from this!
Glad you enjoyed it!
thanks
This will be great... They always had the best advices.💡it makes you feel ready to start a creator career
I think you will after this video! Haha
at least that’s what i’m doing :)
Let's go!!
It was very brilliant and informative session, Its a drastic shift to advertising and marketing. Creating content and wrapping it in a storyline is a good way for creators. Thank you for the knowledge.
Thanks! Glad you found it useful
This video is so valuable.
Chris, I'd love to see you do a follow up on your clients journeys, pitfalls and successes to validate the work that you do. That would be an addictive series to watch! Or even just expand that to your audience. Have a hashtag that you re-share videos from us, who have applied your advice and show how it works, encouraging others to do the same.
we don't do client work anymore.
@@thefutur But the Blind agency success stories are still unheard. I want to hear the work of Halo, the blood & sweat and what it takes.
Given me a complete shift for my life, God bless you ❤
This video was really great! Alex, great work you're doing!
Thanks man! Had not seen this comment until now!
Thanks for the support :)
We are forgiven.
Thank you for all that information ❤
Consejos increíbles 👌🏼 sobre todo actuales a los medios y tendencias de consumo, como siempre bravo 👏🏽
Me alegro que te pareciera interesante David!
Very, very insightful - Looking forward to sharing what I’ve learned with my team tomorrow!
tell me how it goes! :D
Wow this is amazing I can't wait. I am going to start a business adventure and needed to learn how to build a brand on social media!! 😁 Not to surprised though, they know the Futur!😊
wow! Exciting times! What's gonna be the business about? 🔥
@@AlexAntolino The company specializes in creating virtual reality environments and objects for a variety of businesses and individuals. We are excited embark on this journey as we are young. I am still nervous as I don't know where we will be heading into the future.. maybe the metaverse. We will see !!
Best of luck!
@@tahero9089 oh that's amazing.
Where are you going to be posting content? Would love to see.
Thank you guys for this piece of video it's such a lot to learn from
thanks for all the great content
Thanks for watching! 🙏
Amazing content today!! Brilliant!! Love your energy and clear analysis of what works now.
Thanks for the comment! :)
Lots of Value ...tysm
Glad it was helpful!
EYE OPENING! Thank you so much for this amazing content @AlexAntolino I will use this as my strategy building my brand attention in my new design business
hey Alvin! How have you been? Have you tried any of the strategies of the video? Would love to hear :)
Great great great…thats very inspirational and a fresh way of thinking 🙌🙌🤙
This is the greatest video of all time. It has literally shifted my whole mindset and already put it into practice. Gosh it works! I've been so production oriented before. I'm so lucky I found this video. Thank you so much!
Omg!! This is a massive statement! Glad to hear that 🙏
Good luck on your journey! :)
@@AlexAntolino thank you!! Likewise!!
Great Talk!
This guy is good! Bravo Alex
He is.
39:40 good point. Sometimes working in the field blinds you to see what really matters to brand: selling.
A good marketing makes more sales than likes
This was awesome!!!
🔥🔥🔥
Wow exceptional, feels good to know I’m working in the same direction that the world is going!
what is that direction? :)
Great video! Learned a lot!
Glad you enjoyed it!
Bookmarking this!
I watch RUclips almost 24/7 so I don’t find that RUclips surpassed other platforms at all :)
Always 🔥 content
Glad to hear Rodger.
Whata a gem! love this video! so much knowledge shared
thanks!
I have been making raw, unedited and unscripted content for 5 years, and finally the market is ready for me to make a slight pivot and get in the 'zone'!
Hi Chris, took lots of notes on this video. It was really good
Glad you liked it!
"Advertisement is an expense, a business expense. Content creation and brand building is an investment"
- Attention is new Oil
That's enough to understand how Important/Powerful Attention is.
best way to summarize it :)
AMAZING CONTENT THAN YOU SO MUCH
thanks so much
They have a la la land around the DFW area
I love the future, chris do and all of the amazing guests:))) just got an idea for one of my biggest projects right now and I'm pretty sure it's going to work super fast because of what I just heard, learned :)))) ....this one sentence can change everything :))))
good luck with it! Hope it works!! :D
I can also strongly recommend watching mr beast interview with lex fridman. And thank you Chris for leading me to the big think channel - its awesome!
Thanks!
the one with Colin & Samir is also fantastic
@@AlexAntolino Yea i saw that too - Still remember the smell of my brain due to information overflow :D But seriously, those are great great sources everyone should draw from. Cheers!
@@nuborn.studio 🙌
Very valuable information. How can I find a creator exactly? I know of many creators with 100,000+ subs. But not really in 10k range? Any suggestions?
Thanks so much guys - I got SO much take away from this. My paradigm was shifted. May I ask - how important do you think design is for the actual website? or is functionality more valuable { I notice some big brands are very product focused and are not longer creating a 'magical space' online ] Also, how much attention do pay to consistency. For example, if you start off a little humorous, do you need to stay like that to build your audience? Thanks again guys, maybe I will see you again when our European style perfumery gets 1 million sprays - I mean likes :)
Design helps to make us feel something. Functions only are boring.
I agree with The Futur. Design makes us feel something and gives us a visual treat. If you're curious whether this is right for your site(s), do some split testing and use analytics to see which design(s) work best for your businesses. That way, you'll have some solid data to make your decisions and tweak your ads to drive good traffic to your site(s).
Design is at the core of every business. Is the ability to solve problems applying critical thinking. In my opinion, the best way to be successful is to balance form and expression with function. The brand personality should shine, is the best way u have to differentiate from others ✨
Wow. Just wow
😱
Thanks for the educational and practical content. Pls could you do a video on how to sell health insurance?
I think that’s too specific and not our core audience.
Awesome
thanks
Not all attention is equal. Cheers :)
You got my "attention" with your great video, relatable content, and collaboration. Thank you, Chris and Alex.
that means a lot. Thanks Ahaz
I think big problem with creator economy is it won't last long after the creator dies.
Right now these creator economy brands entirely focus on the creator and the audience pay to support the creator, until the creator stops making content or disappears.
Plus fighting for attention is similar to fighting for the cheapest price in the market. (in my op)
When 1 creator gains small viral attention, 10 more pops up & jumps with the trend saying "Shortform content is gold".
This's where Apple brand has big advantage over other content creators. Even when Steve's gone or if Tim cook's gone, the brand won't get affected.
There's more to just making short form content and more to learn from a brand which's alive for lifetime.
Totally agree wrt attention @Alex Antolino. This is what I teach the exec's I train. Here's my pain:
I pivoted from being 'exclusive' (C-suite / exec's/ mega conferences etc) to 'inclusive' . Meaning: I used to be asked for by name, and now no one knows who I am in the space I am stepping into.
Tentatively creating video to experiment and experience the process. I'm embracing the mantras 'done is better than perfect' and 'good enough is good enough'... (eg tech probs - laptop not talking to me and filming not 'sharp')
Question: just put 'it' out and see what happens? Or drill down to 'best practice' with .. thumbnails, blurb, filming techniques etc etc.
I don't know where the line is crossed from being 'relatable' (bec eg bits are out of focus) to just being 'rubbish'.
Long one! But yes, thank you for this!
I used to think quality worse associated with form, today, more than never quality to me is valuable message package in the most consumable way. Does this make sense?
As a video production company, this is hard to stomach. The pain of change.
Change is difficult Aaron
as a Creative Director who's learned and worked in the old paradigm, i feel your pain.
What do you do if you are passionate about the image making and storytelling process? Shaping the light, choosing the lens with certain character qualities, etc…. Does this just become one giant hobby now?
There has never been a better time in marketing to be a professional in video. Every company needs it, and there’s a way for all of them to afford it now!
@@WalterNienhuis there a moment for polished video. That’s not going anywhere. However, now there’s also a space for another way of communication, where form is secondary, and connection matters more.
It's Aug 2023 - According to some of the reports and complaints from the film industry currently on strike, you might already be making more than some making content for other streaming platforms.
Even staged videos are so authentic now days. It’s like they don’t even care if people know it’s fake.
The workbook download link doesn't work
41:00 implementation
how do you feel that mathew grew his channel so fast. based on his experience and knowledge under your time with your company ?'
the fact that big players jump into that is because they have big money to push the content
👏
🙏
Actually I think: Attention is used to get data and data is used to get control. Control is the end game.
What about for the beginners? Mastermind cheaper? Colma California.
😊
SUBSCRIBED!!!One more drop on the way to 3.000.000 followers
Great thesis. I have some qualms with everyone using Mr Beast as their basis for the new age of marketing. This stuff is situational. For many brands, it’s a solid augmentation and not a one size fits all approach. Cheap marketing is quickly becoming synonymous with hype and poor quality. Building a long term marketing strategy cannot exclusively consist of cheap, low quality content. RUclipsrs can do this because they are playing a character. Mr Beast can get away with a cheap look because he invests his money in great stories and expensive sets. Just because his production allocation is different does not prove cheap marketing will be the standard as effective marketing going forward. I like what chris says about a convergence. Average people are quickly getting access to cinema level cameras in their pocket. If you want to make evergreen content as a brand, you need to think about how your content will stand the test of time. If your just going for the flavor of the month? Sure. Cheap marketing is great. To answer your question: No. Apple/Steve Jobs would not be making cheap TikTok content. They’d never have created such an expensive aura around their products that way.
I would never describe Mr Beast as cheap content. Like you say, the focus is put somewhere else, rather than the looks of the image.
Advertisement is changing. I believe decentralization and AI will be to our current understanding of online marketing what TV was to radio. But of course, this is just an opinion :)
Absolutely valid point...and we'll articulated. I agree... Its not about cheap vs expensive marketing - it's about relevance and value to both audience and brand. No point creating viral content that entertains but does nothing for the brand.
And yes creators as individuals can get away with much simpler stuff than large corporate brands.
Having said that - taking a more authentic and less corporate approach to marketing these days is still key.
Steve Job once said himself that Apple was the greatest content creator way before content creation was a thing.
@@peechotheseeker I genuinely think he is the first ever creator.
Food for thought, in Apple’s last keynote, they used reactions from all the RUclipsrs that they sent product to.. Also, they regularly send new product to influencers to review. It is considered “cheaper” than traditional tv commercials. Understanding that their target audience spends a significant amount of time on RUclips etc, it makes sense to come up with ways to be relevant on these platforms.
I watch RUclips way more than tv
I literally watch 10 reaction videos before watching this video 🤯
Attention has always been the oil.. Creativity and your ability to stand out and retain that attention is the true goal. My problem with your thesis is that from the micro-influencer to the macro ones, you are targetting people that don’t have the financial power to give massive results to your brands, or at least just a very specific scope of brands like all the ones famous creators are devlopping: overpriced/hyped food, overpriece/hype cloth, beverages …etc I don’t see how this strategy can help a well establish car brand, or like you mentioned a high tech brand like Apple, it seems more that these creators leverage on their audience as their own tv channel to monetize even more their audience by launching their own brands. Why do the big well established brands that already have the brand strategy of the “love brand”, would go full scale on that direction. A brand like Nike will rather make an expensive inspiring video(tv, social etc) ad rather than a cheap produced video, that sure will grab attention but will make the image fall over time, and not necessary bring more conversion. Thats where I am confused, attention has always been the “new” oil, but in the end, its the idea that you deliver within that 3second attention span that matters. Whatever you set up to partner with a creator to bring word of mouth, reliability, authenticity, what become of the soul of your brand if you look like any other content guy selling out to look for fame? Help me I am confused haha - Very good presentation @alexantolino, 1hour felt like 20minutes, and thanks for the preaching of your opinion on this! Cheers
This is an epic message! I love it. I would even want to make a video with you and have a chat about this, cause it’s going to be hard with one message.
Long story short: Nike’s biggest campaign from the recent years had nothing to do with a highly produced video. It was Colin Kaepernick’s endorsement.
You can argue Colin is not a creator, is a celebrity, but i would say that the thing that originated the whole campaign was him not standing in NFL games, which became a huge PR and viral moment.
I get that the transition is not obvious yet, and i could be wrong. But I strongly believe big brands will have to adapt and work with creators, cause most people trust them more than “high production value”.
Where's everybody??! 🤯
8 minutes in and I feel like I watched 10 commercials. This guy really knows how to peddle.
Here we go again
56:25
Advertisement has indeed become a business expense. Branding and content creation are investments in your business. So many people get this wrong and waste money allocating to the wrong place.
Branding is how many clients you close , rest is just fluff 🙂
its CRAZY......why ??? Failure and success… both look the same in beginning
22:45 the truth revealed 🥺
Here's how you can prove to yourselves - and to the world, if you are willing to share - without a reasonable doubt you were just plain lucky enough to start early and how it's nearly impossible to achieve what you've achieved today:
Start a new channel without any attachments to you or your content. Hire or "coach" someone else and watch it fail miserably.
I've helped several people do this already. you just don't because I'm not present or attached to it. your move.
I'm all for this but there are still the people that dont want to be on camera
I love the Futur, but this video is weird. I don't believe everyone can be as good on youtube as Mr. Beast or other top influencers. It's like saying "Hey, did you know how much money a doctor can make? You should try it too!... Yikes, I forgot to mention that you need to put 10 years of work in the first place..." It's super hard to be a top influencer and if you say something like "Why not? You should do it too!" Sounds like a cheap commercial.