Together with Kiswe

But first: Review the 2025 edition of “the longest-running survey of digital media consumer behavior”

NEWS

• FREE MASTERCLASS: How to Land $10,000 Clients From Other People's Audiences - Join me next Tuesday to learn from Bryan Harris from Growth Tools’ strategy on how to sell $10,000 offers through partnerships, without churning out content or losing tons of money on ads.

• Over 50% of brands will pay YouTubers for marketing this year - Brands are projected to spend $10.52 billion on US influencer marketing in 2025, with YouTube being the #1 platform ($3.45B) and Instagram #2 ($3.17B).

• Snap paying Creators over $500M annually - $500M is small amount relative to Snap’s competitors (e.g. Meta paid out $2B), and Creators aren’t their first priority, but I believe Snap will continue to invest in Creators and growing their Creator initiatives. This is a good interview with their CEO to see how they think about social, content, and Creators. By the way, they’re launching an exclusive Daily Trends program to help Creators grow through insights and promotion of trending topics and hashtags. You need 1000 Snapchat followers to qualify, sign up here if you’re interested.

• YouTube is adding dynamic insertion for host-read ads - This is a big deal. Host-read ads in podcasts have much higher CPMs (averaging $20) than advertiser-made ads like on AdSense (~$5), but generally podcasts need to be fairly larger (25000+ listens per episode) to get host-read advertiser interest. Spotify and Apple have “dynamic insertion”, which allows host-read ads for a current sponsor to be swapped in and served on older episodes; however, YouTube videos tend to get much higher view counts than audio-only platforms. Adding dynamic insertion to YouTube could make more lucrative host-read ads accessible to many more podcasters!

TOGETHER WITH KISWE

Why Watch What Crappens Is Choosing Direct-To-Consumer

For years, the Watch What Crappens podcast has entertained fans with its awards show The Golden Crappies, celebrating the best (cringiest?) moments in reality television. 

But after years of successful streaming, the team sought a more scalable solution to reach their global audience of over 3 million podcast listeners.

That’s where Kiswe came into play. Kiswe delivered a customized, DTC streaming solution that provided:

• Seamless viewing experience and global ticketing system

• Real-time interactive engagement with fans from 33 countries

• A 60% increase in total revenue from the previous year’s livestream and 21%+ interaction from live viewers during the event

In sum: The 2025 Golden Crappies was a global success–showcasing the power of DTC livestreams and how it can further engage audiences (with higher profits, too). 

If you’re ready to level up your events, check out the white glove treatment from Kiswe here.

VIDEOS

• How to sell beyond your followers

• Honey wasn’t a scam

• The science behind “authenticity”

• IG Testimonials ad hack for advertisers

RESOURCES

Go From Making Content to Making Money

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Plus, we share exclusive deals from my network, like affordable, corporate-quality health insurance through essentL Creator.

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Written by Avi Gandhi, edited by Melody Song,
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