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Wayfinding for the Web

How Super Creators — aka Curators — help us navigate the world

Super Creators — creators who have ascended to the status of Curators — are on the speartip of a movement that's about finding new and direct ways of capturing value from the micro-economy that revolves around them. This series explores a few ways this landscape is changing.

Super Creators create more than just content. By publishing great content that resonates (via tweets, videos, newsletters, etc), Super Creators create a flurry of economic and cultural activity around them, and tend to curate an ecology of like-minded content, conversation, brands, and products that their followers resonate with, and can tap into. Super Creators, with a sizeable following, transform into Curators.

Today, Curators build relationships with their followers largely on social networks or publishing platforms, and monetize by collaborating with brands for sponsorships and platforms for a share of ad revenue. Curators come in many forms, including social media influencers (on Tiktok, Instagram, Youtube), independent brands, writers, tweetstorm-ers, moderators of subreddits, chat groups, and more.

They curate:

The Curator Economy

Curators are wayfinders for a sprawling web. They discover, guide, and navigate their followers towards relevant digital content and goods that's hard to find just by SEO. However, as influential as these Curators are to their followers, they often don't see the financial benefits of their ecosystem in a direct way.