Hello, Bay Area Creator Economy! 

Welcome to the fifth issue of our new biweekly newsletter, your go-to destination for the latest events and developments you should know taking place in the San Francisco Bay Area’s creator economy.

If you’ve received this newsletter, then you are either subscribed or someone forwarded it to you. If the latter – and you want to subscribe, get it here and follow us on LinkedIn.

In this issue’s main story, we deep dive into the ever-evolving space of affiliate marketing and social commerce with Bay Area-based Google executive Bridget Dolan, Managing Director of YouTube Shopping, and surface insights from other power players in the space. 

Our first community holiday party is this week on Thursday, December 19th, at Dovetail’s San Francisco office and we are officially at capacity! You can still RSVP if you haven’t already done so to get on the waitlist. We share more logistical details below so you can review and prepare accordingly.

Finally, we highlight upcoming events taking place inside and beyond the Bay Area, select news stories relevant to our community, hot Bay Area-based jobs and this issue’s “Hella Bay Area” creator pick.

Let’s dive in!

Cheers,

Cassandra, France, Jim, Monica & Rachel
The Bay Area Creator Economy Co-Founders 

MAIN STORY
Affiliate Marketing’s Glow-Up

Monica Khan, Contributor

When Bay Area Creator Economy co-founder and top skinfluencer Cassandra Bankson sat down with Bridget Dolan, Managing Director, at YouTube Shopping, the conversation highlighted how affiliate marketing has transformed from simple referral links into a driving force behind the creator economy. Joined by insights from creators like Erica Louie and Kay Davenport as well as industry leaders Sarah Penna, SVP, Creator Team, at Orca and Claire Sidman, VP of Marketing, at Collective Voice, Cassandra and Bridget’s discussion revealed how the San Francisco Bay Area is shaping the future of social commerce, especially during the high-stakes holiday shopping season.

Affiliate Marketing’s Renaissance
Affiliate marketing is projected to reach $10.7 billion in U.S. spending by 2024, more than doubling since 2017 (eMarketer). This growth reflects the power of creators to connect with audiences authentically. Bridget Dolan explained, “A creator has built this community; they are trusted. If a creator says they love your product, they really love your product. That trust is something brands can’t replicate but can borrow by collaborating with creators.”

This trust is particularly impactful for Gen Z audiences, 40% of whom favor affiliate marketing as the least invasive form of advertising (eMarketer). Erica Louie underscored the importance of staying true to one’s audience: “Every single incremental time I’ve leveled up, I never had to go backward or sacrifice my integrity to do so.”

Social Shopping Takes Center Stage for Holiday 2024
The 2024 holiday shopping season has amplified the role of social commerce, with platforms like YouTube, TikTok, and Instagram driving consumer decisions. According to a Tubefilter analysis, one in three Black Friday shoppers in 2024 made purchases influenced by creator content, underscoring the shift toward creator-driven commerce. Bridget Dolan explained, “Holiday shopping is noisy. Consumers are looking for trusted voices to curate the best deals and products, and creators are uniquely positioned to deliver just that.”

Sarah Penna emphasized the urgency creators bring to holiday campaigns through live shopping: “Flash sales, exclusive offers, and heavy discounts during live streams create FOMO that’s incredibly effective during the holiday season.”

The synergy between platforms has also played a critical role. Creators are repurposing content across YouTube, TikTok, and Instagram to maximize reach, with Erica Louie describing her approach: “Shorts are bait for new audiences during big shopping events, while long-form videos build trust and drive deeper engagement.”

Social Shopping Across Platforms
Platforms are playing a pivotal role in shaping the holiday shopping experience:

• YouTube: Features like the Affiliate Hub allow creators to integrate shopping links seamlessly into their content. Dolan shared, “We’re giving creators tools to showcase products directly in their videos, so audiences never have to click away. It’s immersive, seamless, and dramatically improves performance.”

• TikTok: Short-form videos highlighting flash deals and trendy products dominate, while live shopping streams create urgency. As Sarah Penna noted, “TikTok’s format is perfect for amplifying the exclusivity and timeliness of holiday sales.”

• Instagram: Subscription-based VIP experiences, like those run by Kay Davenport, allow creators to offer exclusive first access to deals. Davenport explained, “My subscribers get the first look at new products—they feel special, and I see higher conversions.”

The Bay Area: A Hub for Affiliate Innovation
The San Francisco Bay Area is more than just a backdrop for the creator economy—it's a thriving hub for innovation in affiliate marketing and social commerce. Home to companies like Rakuten and Bay Area offices of global tech leaders like Shopify, plus local startups like Flagship and Daydream, the region offers a unique blend of tech talent, entrepreneurial energy, and access to venture capital funding. This environment has fostered groundbreaking platforms and solutions that empower creators and brands alike.

Bridget Dolan works and lives in the Bay Area and shared how the region creates organic opportunities for collaboration: “Even getting a morning coffee can lead to an encounter with an entrepreneur or an executive I’ve been working with for months but never met in person.” She noted the Bay Area’s unique ability to bring creators, technologists, and marketers together in real-world and digital spaces.

Creators like Erica Louie and Cassandra Bankson, both Bay Area natives, thrive in this environment, frequently connecting with tech companies to refine tools like YouTube’s shopping and affiliate features. Louie emphasized, “Living here gives us direct access to some of the most innovative platforms, and we can shape how these tools evolve for creators worldwide.”

Creators as Small Businesses and Media Channels
Claire Sidman described creators as “media channels with built-in loyal audiences,” emphasizing their dual role as content creators and entrepreneurs. For Kay Davenport, affiliate marketing became a transformative tool: “I didn’t realize I was building a business until I started analyzing my data. Now, I’m not just selling clothes—I’m selling confidence.”

Live Shopping: Blending Entertainment and Commerce
Live shopping has proven to be one of the most engaging holiday trends, blending storytelling, discounts, and interactivity. Penna highlighted the effectiveness of this format: “Holiday shopping is all about creating urgency. Live streams are like the QVC of the digital age, but with even more personality and immediacy.”

The Power of Short and Long-Form Content
Balancing short-form and long-form content is a key strategy for creators. Erica Louie shared, “Shorts are bait for a new audience. They pull viewers in, and when they land, they find a rich library of long-form content that keeps them engaged.”

Bridget Dolan noted the synergy between formats: “Short-form content can grab attention quickly, but long-form allows creators to showcase products in-depth, creating a perfect synergy for brands.”

Trends to Watch in Social Commerce

1. Hybrid Monetization: Combining flat fees with affiliate commissions ensures shared incentives for creators and brands.

2. Exclusive Communities: Davenport’s Instagram subscription model offers VIP experiences, driving deeper engagement: “My subscribers get the first look at new products—they feel special, and I see higher conversions.”

3. Data-Driven Strategy: Platforms like Collective Voice empower creators to use insights for smarter content planning.

4. Tech Companies: Startups like Flagship and Daydream are pushing the envelope, leveraging AI and data to enhance affiliate marketing solutions.

Final Thoughts
As Cassandra Bankson concluded in her interview with Bridget Dolan, the evolution of affiliate marketing and social commerce is reshaping how creators and brands collaborate. Dolan summarized the key to success: “When creators and brands work together, everyone wins—the viewer gets authentic recommendations, the creator earns fairly, and the brand sees meaningful results.”

💡 Pro Tip for Brands: Leverage creators to cut through the holiday noise. Authentic partnerships drive conversions and loyalty.

💡 Pro Tip for Creators: Maximize your reach by diversifying content across platforms and using tools like YouTube’s Affiliate Hub.

Ready to embrace the future of social commerce?