If you are a deep practitioner of the media capabilities of the 2026 world, then you would be aware that a brand needs about 20,000 unique pieces of content per year for different demographics, psychographics etc.
That's 19,900 more than what most big brands actually put out. And if you understand how the Googles, Facebooks, Snapchats and Instagrams work, then you would know that your creative teams will have to deliver a lot more video centric content to fill the pipes of media distribution than they currently are doing.
That's why we've created Clapboard - to produce quality video content at a low enough cost. Quality being contextual to the social media platform, not necessarily high production, thus delivering the best bang for your every buck
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The Reality of the Creator Economy
Description
In October 2024, Kajabi launched its compelling digital campaign, The Reality of the Creator Economy, crafted by its in-house agency to redefine the narrative around creator commerce. Positioned at the intersection of electronics, technology, and media industries, this campaign is anchored by three key media assets that spotlight the critical economic challenges facing creators today. Kajabi, known as the leading creator commerce platform, unveiled a new brand identity and an expanded suite of digital products designed to empower creators to reclaim control over their economic futures and build sustainable businesses on their own terms. The campaign confronts the harsh realities many creators face, including income instability, algorithm-driven burnout, limited control, and the precarious dependence on social media platforms that prioritize advertisers and platform owners over the creators themselves. Highlighting voices of influential creators like Matt Steffanina, Drew Binsky, Jenna Kutcher, and Natalie Ellis, the initiative deploys impactful billboard messages in major urban centers such as New York City and Los Angeles, emphasizing empowerment and ownership with statements that challenge creators to move beyond serving algorithms and instead serve their own entrepreneurial ambitions. Kajabi’s CEO, Ahad Khan, articulates this mission by framing the creator economy as one built by creators but not for them, urging a shift toward creator commerce—a new model where creators can grow audiences, build products, diversify revenue streams, and gain true ownership of their businesses. By unifying content, commerce, and audience management tools under one powerful platform, Kajabi aims to enable creators to convert their passion and expertise into meaningful income while breaking free from the constraints of traditional social media monetization. This strategic communication positions Kajabi as a pioneer fostering an equitable ecosystem that celebrates and financially rewards creators for their innovation and effort, championing a future where creator success is both attainable and sustainable.
Credits
Client
Kajabi
Agency
Kajabi In-house
Vp Of Brand
Chiyong Jones
Creative Director
Vidur Raswant
Art Director
Ami Lewis, Patrick Cho
Copywriter
Robert Cuff, Nick Maciag
Production House
Hug
Post Production
Union
Campaign Proposition
Kajabi’s campaign, *The Reality of the Creator Economy*, positions the brand as a transformative platform seeking to redefine the economic landscape for digital creators by offering them true ownership and control over their businesses. The campaign addresses the discrepancy between the perceived freedom and limitless earning potential of content creation and the harsh realities many creators face today, such as burnout, platform dependency, and low financial returns. By emphasizing creator commerce as a new category, Kajabi promises to empower creators to build sustainable, diversified businesses independent of social media algorithms and platform constraints, ensuring that the value they generate translates into direct economic reward.
Strategically, the campaign leverages a critical insight into the creator economy’s structural imbalance: while creators fuel a lucrative ecosystem, social platforms and advertisers disproportionately benefit, leaving creators undervalued and economically vulnerable. Targeting ambitious creators frustrated by content fatigue and financial instability, the campaign adopts a narrative tone that validates these challenges and proposes a practical alternative centered on ownership and entrepreneurial agency. Featuring well-known creators on high-impact billboards in major U.S. cities and delivering messaging that contrasts working “for an algorithm” versus “for you,” Kajabi connects emotionally with its audience’s desire for independence and control. The campaign’s digital assets, including the YouTube piece “The Reality of Views Explained by Chef Boy Lee,” highlight how traditional platform models fail creators financially, positioning Kajabi as a solution that unifies content, commerce, and audience management. This approach effectively aligns the brand’s expanded product suite with the evolving needs of creators seeking sustainable business models beyond standard social media ecosystems.
Creative Device
FORMAT#2 SHOW THE PROBLEM — Highlights a relatable problem, then shows the product as the solution.
This campaign spotlights the real challenges faced by creators—algorithm-driven income instability, burnout, lack of true independence—and then positions Kajabi as the direct answer. The communication narrative explicitly outlines the problem (“creators are left chasing algorithms for crumbs,” “lack control over time and livelihoods”) and contrasts this with Kajabi’s solution (“build your business and monetize directly,” “creator commerce platform,” “true ownership”). While creators and user imagery are present, the decisive creative structure centers on first illuminating the acute creator-economy dilemma, then directly presenting Kajabi as the fix.
ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats
Food & Drink
The Clapboard Ad Archive features top food and drink advertising campaigns, offering creative references and iconic commercials for strateg
Competitive Planks
Teachable – Market Positioning
Teachable positions itself as an easy-to-use online course platform empowering creators and entrepreneurs to build and sell educational content. Its focus is on simplicity, robust course creation tools, and flexible monetization options, targeting educators and creators who want to own their customer relationships without the complexities of traditional LMS.
Thinkific – Market Positioning
Thinkific emphasizes a comprehensive and scalable platform for creating, marketing, and selling online courses. It differentiates by offering extensive customization, strong community features, and integration capabilities that allow creators to deliver high-quality educational experiences while maintaining control over their brand and business growth.
Podia – Market Positioning
Podia brands itself as an all-in-one digital storefront that supports creators in selling online courses, memberships, and digital downloads without transaction fees. Its strategic angle centers on simplicity, affordability, and direct audience engagement, appealing to creators seeking an uncomplicated platform to diversify income streams efficiently.
Gumroad – Market Positioning
Gumroad targets independent creators looking for a straightforward platform to sell digital products directly to audiences. It differentiates by focusing on direct-to-consumer sales, low fees, and ease of use, enabling creators to quickly monetize without complex setup, making it a favored tool for artists, writers, and small-scale entrepreneurs.
Kajabi – Market Positioning
Kajabi positions itself as a premium, all-in-one creator commerce platform that empowers digital entrepreneurs to build, market, and scale online businesses with full ownership. Its strategic focus is on end-to-end business control, combining sophisticated marketing automation, website building, and product management tools to help creators reclaim economic power beyond social platforms.
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