Boosting Platform Success: Strategic Ways to Help Creators Earn More
Client
Social Media Platform
Social Media Platform
Sector
Technology, Media & Telecom
Technology, Media & Telecom
Type of service
Opportunity Discovery
Opportunity Discovery
Social Media StrategyUX EnhancementAd Growth StrategiesWorkflow Optimization
The Challenge
A major social media company approached us with a key challenge: how to leverage messaging tools to increase the effectiveness and revenue of their advertising options, specifically Click-to-Direct (CTD) ads. While other ad types were thriving, CTD ads on one of their popular platforms were not seeing the same growth. They recognized that creators—especially those with mid-sized followings—could be crucial in driving this growth.
To address this opportunity, the company sought to increase spending on CTD ads and explore innovative ways to help creators monetize their content, both directly and indirectly. Our team was engaged to tackle two primary tasks:
1. Understand why mid-sized creators were more drawn to CTD ads and determine if these insights could apply to other creator segments.
2. Explore how messaging could support indirect monetization strategies, like affiliate marketing, and assess how the company’s products compared to competitors.
1. Understand why mid-sized creators were more drawn to CTD ads and determine if these insights could apply to other creator segments.
2. Explore how messaging could support indirect monetization strategies, like affiliate marketing, and assess how the company’s products compared to competitors.
Our Approach
1
Understanding Needs
We identified what features and messaging tools creators need most, ensuring the company’s offerings align with their preferences.
2
Improving Workflows
We analyzed how creators use messaging and recommended changes to better support their activities.
3
Spotting Trends
We discovered why mid-sized creators were drawn to CTD ads, helping the company develop targeted engagement strategies.
4
Exploring Opportunities
We explored various ways for creators to earn money through messaging, both directly and indirectly, and compared the company's tools with competitors.
5
Strategic Planning
We developed a plan for using messaging tools effectively on the platform, whether alone or with other apps.
Outcomes
Our work led to increased spending on CTD ads by aligning messaging tools with creators’ needs, improving their overall experience on the platform. We streamlined workflows, making it easier for creators to use messaging features and ad options, which helped drive their engagement and satisfaction. Additionally, we identified new monetization opportunities, supporting a wider range of creators and enhancing their earning potential. This overall approach contributed to significant growth and strengthened the platform’s role in creator monetization.
