Networked Creators

I want to start by painting a picture of what a modern-day networked creator might actually look like. Raine and Wellman’s book Networked was published in 2012, before the rise of today’s short-form content era. Since then, content creation has evolved dramatically. Most creators now cross-post their content across multiple platforms because visibility matters. The more views and engagement a creator receives, the larger their community becomes, leading to more opportunities for brand partnerships, sponsorships, and income streams.

For example, imagine a baker who regularly creates recipe videos on TikTok. In the videos, they may show the baking process but intentionally leave out the full measurements and instructions. Instead, their profile includes a Linktree that directs viewers to their personal blog, where the complete recipe is posted. This creates traffic across another networked platform while also increasing engagement with their website.

At the same time, the creator reposts the same content on Instagram Reels and YouTube Shorts, expanding their reach to multiple audiences at once. Within the Linktree, there may also be an Amazon storefront where followers can purchase the cake pans, mixers, etc. featured in the videos. Every purchase made through those affiliate links earns the creator a commission.

Additionally, the baker may partner with a brand such as Pyrex and naturally feature those products within their content. By offering viewers a personalized discount code, the creator earns additional income whenever followers make purchases using that code. Through this process, they are networking in such a way that grows their audience, income, reach, and brand. 

Sources: 

Rainie, L. & Wellman, B. (2013). Networked: The new social operating system. Boston, MA: MIT Press. [eBook - FSU access]