There is a spectrum of value-driven creating each creator experiences throughout their journey within this identity. To better understand this mindset switch, let’s look at individuals as the most pure version of each side.

MrBeast	Emma Chamberlain
Strong focus on growth	Strong focus on brand
Record breaking expansion	Strives for community understanding
Alliance with partnering institution	No front-facing brand with managing platform
Noted as a central influence to a main network	Not tied to any main platform: Vlogger (Youtube) —> Podcaster (Spotify)
Household name	Strives for niche content
“Scale”	“Connect”

This is a scale to go by, not a set identity to put on either person. This scale can be used to figure out which types of content, brand identity, main and secondary platforms, and public accessibility of the individual that is appropriate based off of their respective goals.

I know this might sound a little more tactical than necessary, but it’s a unconscious standpoint that each creator can reflect on depending on their needs.

Some examples of needs from creators:

Money

Trust

Brand Ownership

Public Recognition

When do you push to grow and when do you push to know your current users more? How does that change your business?

Case Study — Kylie Jenner

As an example, let’s take Kylie Jenner and her journey from mainstream television to TikTok. The needs for each and her decision to lean in more and less for each platform as she continued her role in influence.

Early 2000s - Growth stage

establishment to public view; publicly aired television.

2010s - Community stage

Joins Instagram’s “behind the scenes” take on individuals of influence.

Joins Snapchat “close friends” appeal.

2019-2021s - Growth stage; shift for Kylie Cosmetics

Joins Youtube to mass distribute Kylie Cosmetics.

Travis Scott scandal; More private about family life.

2022 (present) - Community stage

Joins TikTok for points of authenticity (community — at scale, it’s complicated.)

Addresses criticism for lack of transparency; makes jokes about it on TikTok.

Scandal continues; Kylie can’t keep up with scaled authenticity (hard thing to do - in her defense)