Let’s Talk Creator Commerce
Vol: 196 - Yes, this one is a freebie.
HelloZ
Hello and Happy FriYAY! Hope everyone has a great weekend and finds gratitude in all the small things.
You know what I miss? Personality quizzes. Whether you’re a Buzzfeed girly or you’re a relic like moi who lived for the OG glossy pages of Seventeen, there was always just a little bit of personal truths in those answers. Yes I want to know what season I am based on my snacks of choice. Yes, please tell me what my nail polish color says about the kind of friend I am (Lincoln Park After Dark til we die). I can still smell that magazine paper, slightly perfumed from the Tommy Girl scent strip. Wish I still had time to read a magazine. But alas, I don’t even have time to reminisce, so let’s keep this train rolling, friends.
All this to say: I feel like it would be nice if more things used quizzes as a feature. Especially for software, AI, platforms this, and SaaS that. Like, sometimes I’d just like to choose mostly Bs and know that I’m picking the right model of Flux Capacitor for me you know!?
Speaking of platforms … I know know, I am nailing this transition thing … Martech just released its updated creator platform matrix — and it’s not a day too soon considering the last one was 2+ years old! They categorize everything in a grid that spans quick-and-easy DIY platforms to best-in-class in-house solutions. If you’re working with influencers and affiliates, and like I am, you’re always on the hunt for good tools that can make life better/easier/more efficient (Hello, Zlata Boughts!), today’s post is for you. (More below!)
ALRIGHT — LFG!
Zlata Boughts
ThingZ and ThangZ
Kora Organics Milky Mushroom Ultra Hydrating Mask: This new mask is a hydration game-changer. Designed for dry, dehydrated, and dull skin, this formula contains Silver Ear Mushroom to lock in moisture, plump skin, and restore shiny bright skin.
Branch Basics is on my list of things to-buy so I guess it’s kind of like Zlata Boughts. Currently in my Amazon shopping cart, Branch Basics products are made of plant-based and non-toxic formulas that are free from harmful chemicals. Legit can’t wait to try!
NewZ & ShowZ
I noticed this last night when I went to watch the latest episode of White Lotus. Anyone else? Streaming service Max has a new logo color, swapping bright blue and white for black, white and gray – making it look more like HBO’s brand mark. Max was launched in 2020, replacing HBO Max.
“Baldoni vs. Lively: A Hollywood Feud” (w/t) is in the works for Discovery+. The true crime series, slated for a June debut, follows (in case you live under a rock) the legal battle between “It Ends With Us” star and director Justin Baldoni and his co-star, Blake Lively.
CBS will air the MTV Video Music Awards for the first time this year. The three-hour broadcast on Sunday, September 7 will also run live on MTV and Paramount+, with a one-hour live pre-show spread across all Paramount networks.
NBC is airing a tribute to Joan Rivers on Tuesday, May 13. The special was filmed during the New York Comedy Festival last year, and will feature comedians including Nikki Glaser, Bill Maher, Tracy Morgan, Aubrey Plaza and Sarah Silverman.
In things that never really die (pun intended), ABC has renewed “Grey’s Anatomy” for season 22.
Hulu’s “Nine Perfect Strangers” kicks off its sophomore run on Wednesday, May 21. The series stars Nicole Kidman as a mysterious guru.
Let’s Talk Creator Commerce
Taking it from the top.
First Things First: It’s Not a Ranking
Don’t let your imagination run wild: The axes for these systems like this aren’t a contest or ranking. It’s not worst to best or cheapest to most powerful. It’s more like matchmaking, helping you narrow down which tools are a good fit for your operation.
Next, you have to answer 2 big questions:
Do you want more control or more support?
Are you building something new, or scaling something big?
Once you have these answered, you can move on to the nuances like interface and features. Here’s the breakdown of categories:
Building Blocks (SMB Platforms) – For DIY marketers and publicists who want to control influencer programs in-house. Competitively priced, these platforms are made for brands who are ready to launch their first programs.
Flagship, Levanta, Impact.com / Creator, LoudCrowd, Sideqik
Kickstarters (SMB Managed Services) – Full-service, budget-friendly setups for brands just getting into the game (Mini Social, Trend.io, Archive)
Aspire, Brandcycle, #Paid, Find Your Influence, Wayward, Shopstyle, Collective
White Gloves (Enterprise Managed Services) – High-touch networks that handle everything, from sourcing to strategy
Howl, Mavely, Later, Shop My, LTK, Magic Links
Command Centers (Enterprise Platforms) – Heavy-duty, data-rich tools for enterprise teams running complex creator programs
Grin, Captiv8, CreatorIQ, Beacons
I Have Zlata Thoughts + Side Notes
While these snippets and guides are great, I know you also come here for commentary, and I feel obliged to give the people what they want. So let’s get into it.
Even though things are evolving, Martech rightfully points out that parts of the affiliate business model still hit a wall:
Most brands want affiliate-style payout.
Most creators (especially niche or mid-size) can’t survive on commissions alone.
The editorial staff goes so far as to frame it this way: “The industry is besieged by paradoxical incentives that keep creators poor.” Yikes. And they’re not wrong. They cite a 2024 Creator Commerce report shows that 70% of full-time creators earn under $49K annually. So much for beating the old 9 to 5.
In other words, these so-called “Middle Class Creators” (~ LOL my freshman year econ class could never ~) are struggling to make real income and can’t always afford to take small margin affiliate deals, holding out instead for higher-paying flat fee gigs and the hopes that they can scale their audiences from 10s of thousands to the millis. Of course, this isn’t attractive to brands, and it’s left some blaming the creators and unsure whether affiliate juice is worth the squeeze.
But here’s the rub: This isn’t a problem with affiliate. It’s a problem how they’re using it. Affiliate works best when layered on top of a relationship — not instead of one. You can’t treat it like a fix-all, plug in a commission rate, toss out some links, and wait for conversions. And then when it underperforms, blame the creator. That’s toxic behavior. Even Seventeen taught us better than that!
Affiliate can scale performance. But it can’t manufacture trust. That’s why partnerships trump everything else. What’s more, if you want great creative from great creators — AND the relationship makes sense for all parties involved — you should be willing to invest in it. And that might mean a heftier commission. Like everything else in this life, your return on investment will depend heavily on the size of the investment you’re willing to make.
That’s as far as the ramble is taking us today! I love you all for being here and engaging with me! As always, sharing is caring. If you love this post (or me), please share this newsletter with friends! <3 Remember, these freebies are few and far between and it takes me a long time to make. So if you’re feeling generous and supportive, please smash that SUBSCRIBE button below.
Until next time!
✌️- Z
OMG I LOL'd at Tommy Girl perfume and smelled the scent immediately! Ahh the good ol' days of Seventeen mag! Also this was soooo good! Thank you for breaking down these platforms - so so helpful! Happy Friday Z!!