# The Creator Economy Nobody Budgeted For — Buse Kaya

- Channel: [ETH Belgrade Community](https://streameth.org/eth-belgrade-community)
- Date: 2026-10-06
- Duration: 13:57
- Topics: People & Blogs
- Watch: https://streameth.org/watch/yt-HqyJ8SFzjkI
- YouTube: https://www.youtube.com/watch?v=HqyJ8SFzjkI

## Transcript

Good morning everyone and I'm happy to see you because it's my first time I came any event that much early. So I'm so happy. Thank you for your effort. I'm Bus and I work in marketing like more than eight years like crypto marketing. Then last two years I start creating my own content. Then you know I saw both side of the creator budget writing it and receiving it. And today I will try to explain like how I uh how it looks like from the both side of the chair because um I think something's kind of wrong we paying for and I will try to explain very basically and and let me start uh with something a little bit embracing because I start my career like whole marketing web marketing and I learned a step by step. And first thing was like K managing and it was kind of interesting for me because these lines you see I wrote this line lots of times. One video for $500, this for $10 and lots of negotiating stuff and we write the script. We give them to whole brief and the whole post stuff. Then they just create content and they post and we pay. And I always think like why we choose that kind of huge influencer for what or I always question about this. I never feel like uh because we pay we used to pay per post and it always makes me feel like uncomfortable but I thought like maybe it's work uh like this then uh I became content creator and I received exactly that kind of uh offers and brief myself and then I realized like we actually uh not paying for the post you know we we we try to find a trust to pay for because trust uh is not only for the post you know it's person behind the content and uh and we need to find this who align with our company and our project and you know last two years like uh AI changed lots of stuff uh of course content affected a lot and I I'm so positive about this and contents are becameing cheap and cheap day by day because you know like even now we can create content like 10 videos five TVs or whatever what kind of content you want we can produce now with AI uh before like our coffee gets cold and but in that point I we we need to understand like content it's not scarce thing anymore And if it's not scarcity anymore, why we still paying creators that much? Uh I think we need to think this because um there is a two curves because you know uh this like supply of content contents are going up and up but uh supply of the attention didn't move at all because like everyone just generating content content content every now everyone is content creator but there is no value or uh nothing uh to affect our strategy or something nothing helpful to build together and you know the the price of the post to be honest should be like collapsing and price of the believed something should be like going up and I told like the scar thing is to be honest was never the tit or the video or the content it was the person behind it their judgment their their taste their reputation and their all kind of relation with their audience and the community. So we should pay for it and uh you know we are in the crypto and I think crypto should understand this like better than any industry because we already build an internet and where volume moves globally very fast. We have been talking about ownership. We talking about um onchain money or this kind of hard topics. And we try to uh distribute lots of people. But when we uh think about our content strategy and content content economy, it's all about like sending invoices and just asking, "Hey Bus, I like your content. What's your rate card? H what's your purpose ra I would like to know but you know it's not that much natural stuff for content creator and at the same time not a useful for the uh marketing team because of course audience can feel ah something's kind of uh rented and it's not we want and you know like I told like paying purpos it's kind of wrong for the both side of the uh creators and the teams because of course team wants maximum impression for very little budget and of course creators are so uh be motivated to take like huge amount of money for the low effort contents. So and in AI world we can already generating lots of stuff. So we need to um choose wisely and you know the whole process like uh any any company start a campaign launch and you will see on the timeline every creator share same post kind of same language same vibe and after like they they shows they post and people see people share and stuff and when campaign is finished like maximum in three weeks including content creator and the audience already forgot about the content what they build because it's not sustainable for it's only paper purposed and we saw like same cycle every day for every company or what kind you know the um even like we even me I got sometimes like negative um react because of the I didn't know I already for example deal with a a company for the campaign strategy to we build together and stuff but at the same time they [clears throat] they deal with 10 more uh same person and they share my my own brief and people start sharing kind of similar content and it's not make volume because we are if someone wants to call us content creator or influencers, we need to be unique. And when we do this, it's kind of cycle you know we always see some kind of promoted and kind of fake uh promotions and you know um I've been work for the both side and I think both side point at the same conclusion like uh we treat um creators like an expense when we uh should treating them like a capital and oops and what do you mean boo what capitalize actually means I can specialize like in three uh title like and three mechanism to be honest and first one is like rechange our campaign budget with stream retainer I mean like same annual budget for the whole collaboration but that makes creator more get in touch with you. So in after four months they still get interest with you, they engage with you, they still create content for you and their audience knows you more and more and they will update regularly. And the second one is split the campaign baseline and plus uh performance. It means like kind of lower guarantee if you want and it means mostly like you can use referral link you can use code you can use their uh rules activating it means it's kind of more like proof of work because if your collaboration is not work for both of us both of you uh there is no need to pay for like only one post and push your uh campaign for nothing and the other one give a give a top fee a real estate I mean like a small allocation of maybe on um the advisor vesting uh it makes more loyal creators around you and I I'm not trying to say like pay more uh to creators or something and I know this way is more and more cheap for the most teams because like uh you guaranteed uh you guaranteed your spend like like goes down because you will plan long term. But at the same time even you can control and you can manage your like totally impression goal and stuff very easily. But when you just use your one shot for the huge influencer for once you can understand like we work with 10,000 followers that guy and we gain 100 cubes. So you can understand and second uh you stop paying full price for the post what I said and you pay real money only when something uh actually works and you will be sure like ah yes we will uh growing our community we are growing and stuff and you know like we already have these primitives uh in our ecosystem like we already see streaming payments smart contracts onchain attraction attribution and tokenize revenue, share programmable incentives, wallet based identity and the instructure is exist but the mindset not and uh and you know it means like attribution is the hard part of this. What I say like when we work just for once or twice time for a huge influencer and they share us and and then how we can uh know like our customers is uh growing uh because of he share a vlog from the our office. So we cannot uh clearly trace it to it as a sub or like anyone who says this we sold this they are selling something and but the uh alternative imperfect attribution is not mean like perfect attribution because um when you just ask your uh when you asking just rate card and which attributes nothing at all. And uh I want to say something for creators like lovely creators, very motivated creators. My friends, please just stop asking brands to uh how much you pay for a purpose. just try to ask and learn how can we uh collab together to build something together. how we um how we understand your product and how we actually like how how can I share your product with my own voice like who you want to share with like successfully who want your um oops who want your like audience and lastly I want to say like I think crypto marketing is no need more uh crypto content. Crypto marketing needs uh better distribution and distribution uh comes from people like who has behind the value who has their judgment their people uh who who believe them who has a community to uh influence. So when we general when we creating something with AI it's not same with a human. So uh when we when I think we just stop uh thinking like a purpose uh mindset we just try to explore how we can uh invest each other as a company and a creator uh and build something uh useful for us and last thing is what I say like creators shouldn't be invoice they should be capitalized and thank you for listening to me maybe I was too faced I don't know, but you can add me on Twitter. If you have any question, I can get it or we can chat or Thank you for listening to me. [applause] >> Thank you. Let's