Expertise

I’m a seasoned expert and product manager in the creator economy space with 7 years of experience at Google, including 5+ yrs across YouTube’s product operations, GTM, and product management teams. I bring extensive knowledge and expertise in various aspects of the creator economy.

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General Industry Knowledge

  • Creator Economy Landscape 

  • In-depth knowledge of the creator economy across different geographies and business models. Latest trends, emerging markets, and key players in the industry.

  • Major Social Media Platforms 

    • Strong understanding of major social media platforms and their inner workings. This includes product features, operational processes, monetization strategies, copyright issues, and policies. 

  • Creator Economy Startups 

    • Latest developments in this space, insights into investment opportunities, and industry partnerships.

  • [YouTube Specific] Multi-channel Networks

    • MCNs and their operations, as well as knowledge of the major players in the space. 

Monetization in Creator Economy

  • Types of Monetization 

  • Deep understanding of various monetization types and creators' segmentations based on income and tenure.

  • Advertising on Social Media Platforms (e.g. YouTube, Instagram, and TikTok)

    • Requirements and specifics of YouTube Partner Program. Instagram & TikTok funds. Alternative monetization. Revshares.

  • Alternative monetization

    • Creator Merch, Donations, Sponsorships/Memberships, Live commerce, NFTs. 

  • Brand Deals and Affiliate Marketing

    • Different compensation types, including seeding (free products in exchange for promotion), flat fees, and commissions based on performance. Negotiating and structuring brand deals.

  • Influencer marketing, agencies, talent agencies, etc.

    • Nuances of building successful influencer campaigns. Guidance on identifying the right influencers, negotiating partnerships, and measuring campaign performance. Campaign management tools and their capabilities.

Analytics and Growth

  • Metrics and Measurement for YouTube, Instagram, TikTok, etc.

  • ​​Understanding and tracking key metrics, such as views, likes, shares, comments, engagement rates, follower growth, reach, and more. Insights into utilizing analytics tools provided by these platforms to gain valuable audience insights and optimize content strategies.

  • Audience quality score (AQS) and tools to calculate it

    • Creator evaluation, understanding abuse, fake followers, and spam. Brand safety.

  • [YouTube Specific] YouTube Analytics and YouTube Data 

    • Deep understanding of YouTube Analytics and how various metrics are calculated (e.g. watch time, average view duration, subscriber counts, retention rates, and audience demographics, etc.). Discrepancies and corner cases (e.g., calculations on different surfaces and devices).

  • [YouTube Specific] Understanding Metrics Correctly

    • Correct metrics interpretation and benchmarking insights to assess creator performance. 

  • [YouTube Specific] Content Formats and Strategies for Growth on YouTube

    • Content formats and strategies for driving growth on YouTube. Creating engaging content, optimizing titles, thumbnails, and descriptions, leveraging trends, collaborating with other creators, utilizing YouTube SEO techniques, and fostering audience engagement to enhance channel growth and visibility.

  • [YouTube Specific] Reporting and API

    • YouTube API for different use cases in media, fintech, and copyright operations.

Creator Economy and AI

  • AI-driven video editing tools, automated transcription services, content recommendation systems, data-driven content optimization tools, and more.

Copyright and Policies

  • Copyright basics

    • Laws and regulations, UGC content, fair use, licensing, disputes, and the use of royalty-free music.

  • Music rights

    • Major players in the music world (music labels and collecting societies), policies, rev shares, disputes, royalty-free music. 

  • [YouTube Specific] Content ID (CID)

    • CID capabilities and policies, types of assets on YouTube.

  • [YouTube Specific] Policies and Community Guidelines

    • Spam, sensitive and violent content, content ratings, etc. Strikes.