MSoM #012 | Participation and belonging in the creator economy

Aug 21, 2021

Listen on Apple, Spotify, Google and everywhere else.

Welcome to Making Sense of Martech, an irregular set of interviews with some of the most interesting people in marketing technology.

Making Sense of Martech is an extension of the TMW newsletter. Each week readers ask me to go deeper into the most popular topics of the newsletter. Making Sense of Martech helps to add additional context into what's featured every week by interviewing the people behind the research, ideas and important work.

Sign up to get The Martech Weekly newsletter. It's delivered every Sunday. You will also get updates on the latest Podcast episodes there too. Learn more here.


In this episode of MSoM I’m joined by Jessica Box, the head of growth at Linktree and the managing director at Girls in Tech Australia. Jess has had a long and storied career in the tech and startup space here in Australia, leading to her most recent role managing growth for one of Australia’s fastest-growing tech companies, with over 15 million users. Today we talk about the role of companies like Linktree in the emerging creator economy, how content and media are becoming more diversified across the internet, and what new companies are building to meet new challenges in this economy.

Our conversation covers the importance of creating an online identity, the idea of “everything as a service” and the tools needed to help people enter into the creator economy. We also discuss big tech’s role in creative industries, the death of the website, and how the pandemic has changed the digital talent market.

Listen on Apple, Spotify, Google, and everywhere else.

You can find Jessica on her Linktree.


📚 Resources

TMW #046 | Platform dominance in the creator economy, Google’s cookie delay, and the multicultural future of Clubhouse
Welcome to The Martech Weekly, where every week I review some of the most interesting ideas, research, and latest news. I try to look to where the industry is going and make sense of it all. 👋 Why you should sign upThere are two versions of TMW, the full version for
Why a Paid Newsletter Won’t Be Enough Money for Most Writers (And That’s Fine): The Multi-SKU…
A number of reporters and columnists these days are “going indie,” detaching from their previous employer and signing up with a site like…
Women Leading Tech: Why Linktree’s Jessica Box Leads From The Back, Not The Front - B&T
Here, Linktree’s Jessica Box describes how she “leads from the back, not the front”. And that’s not a cricket pull shot.
Passion Fund Grant For Small Business Owners & Side Hustlers | Linktree
Linktree is giving away $250k USD in grants to budding creators, entrepreneurs and activists. Tell us about your dream for a chance to win!
This is just the start of the Linktree journey
The Linktree journey is just getting started as we head into new territory, with a $45m investment, to make next-gen tools for creators and brands.
Why Everyone’s Excited About Link-in-Bio Startups
Since we started this newsletter, startups offering what’s known as “link-in-bio” services have made regular appearances, from raising venture funding to launching new ways for creators to make money. Today we explain what they are—and why investors and founders seem so hot about this ...
The URL Renaissance: Linktree Raises $45 Million To Fuel ‘Link In Bio’ Social Commerce
The Series B round was led by Index Ventures and Coatue, and comes just months after the Australia-based startup’s $10.7 million Series A round.
Twitter Sashays Into the Creator Economy
The social media site’s new tipping feature signals a broader shift towards a creator-first platform.
The social future of commerce: our investment in Linktree
AirTree leads Linktree’s Series A funding round. Linktree, an Australian startup, represents the social future of commerce.
Retailtainment: a deep dive into the new shopping experiences
A century later, Emile Zola’s vision of shopping as a mass leisure activity is still relevant. However, in 2021, the playing field underwent a significant transformation. With the onset of the pandemic over a year ago and no respite in sight, digital escapism continues to fuel retailtainment with mu…

Juan Mendoza

Juan Mendoza is an expert in researching global media, marketing, data, and technology trends. He is the CEO of The Martech Weekly, a media and research brand with subscribers in over 65 countries.

Great! You've successfully subscribed.
Great! Next, complete checkout for full access.
Welcome back! You've successfully signed in.
Success! Your account is fully activated, you now have access to all content.