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How Moment Built 4,000 Creator Partnerships Without Paying for Posts

How Moment Built 4,000 Creator Partnerships Without Paying for Posts

TGTC Content Team 4 min read

In this episode of The Future of Consumer Marketing, Brett Stapper interviews Alec Ploof, Head of Growth at Moment. Moment began as a mobile lens manufacturer for iPhones before evolving into a curated marketplace for creators, selling everything from camera gear to digital products. After scaling quickly with investor funding, Moment strategically downsized from 50 to 20 employees, refocusing on organic growth and their core mission of supporting creators. Alec shares how they’ve built a thriving ecosystem where creators aren’t just customers but partners who build on top of their platform through courses, presets, content, and co-created physical products.

Topics Discussed:

  • Transitioning from a DTC lens manufacturer to a curated marketplace for creators
  • Building a successful creator partnership ecosystem beyond traditional influencer marketing
  • Shifting from investor-driven growth to sustainable organic marketing
  • Developing a multi-channel content strategy through YouTube residencies and contributor programs
  • Creating fair compensation models for creator partners
  • Setting strategic boundaries with AI in marketing and content creation
  • The future of niche communities and the evolution of camera culture

Lessons For Consumer Marketers:

Transform Creators from Influencers to Business Partners

Rather than paying creators for one-off sponsored posts, Moment has built long-term partnerships where creators actively build on their platform. Through their marketplace, creators sell courses, presets, and even co-develop physical products, creating mutual investment in success. This partnership model has proven more sustainable and authentic than traditional influencer marketing.

Build Compensation Models That Foster Trust and Loyalty

Moment developed innovative compensation structures that feel fair to creators, including 100% affiliate commission on creator-written articles and revenue-sharing on YouTube content. These models have helped them attract top talent—receiving over 1,000 applications for just five YouTube residency positions—while avoiding the “slippery slope” of bidding wars for sponsored content.

Develop a Strategic Content Ecosystem Across Multiple Channels

Moment operates a sophisticated multi-channel content strategy with clearly defined roles: their main YouTube channel for entertainment and upper-funnel awareness, a separate tutorials channel for in-depth educational content, and written articles that convert both into searchable, shoppable content. This approach ensures consistent content output while maximizing SEO and conversion opportunities.

Establish Clear AI Boundaries That Align With Brand Values

As a marketplace built to support creators, Moment has drawn a clear line on AI usage: they leverage it for efficiency in operations and product descriptions but never for content creation. This principled stance reinforces their brand values while still capitalizing on AI’s benefits in appropriate contexts.

Focus on Curation Over Scale in Marketplace Development

After initially pursuing rapid scale in their marketplace, Moment refocused on curation, realizing the “80/20 rule” applies strongly to creator partnerships. By focusing on relationships with the right creators rather than maximizing total numbers, they’ve built a more valuable platform for both consumers and creator partners.

Recognize the Evolution of Consumer Hobbies into Identity Markers

Moment has observed photography transforming from primarily a professional pursuit to a lifestyle and identity marker—”more of a vibe” as Alec describes it. This insight has reshaped their marketing to focus on community and personal expression rather than just technical specifications or professional applications.

Embrace Community Micro-Segmentation as the Future of Marketing

Alec predicts consumer marketing will increasingly revolve around micro-communities, with consumers becoming deeply loyal to niche brands that speak directly to their specific interests. For Moment, this means positioning themselves not just as a retailer but as the natural gathering place where creators connect, learn, and shop.

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Global Admin • 3 min read
Why Ad Campaign “Wear-Out” Is Killing Your Brand Growth

In this episode of The Future of Consumer Marketing, host Brett Stapper interviews Andrew Thomas, VP of Marketing at Archer Meat Snacks. Andrew shares how Archer Meat Snacks, the fifth largest meat snack brand in the nation, is disrupting the category dominated by legacy players like Jack Link’s and Slim Jim. Through bold rebranding, strategic […]

TGTC Content Team • 7 min read
Natural Products: Breaking the “Doesn’t Work” Barrier

In this episode of The Future of Consumer Marketing, host Andres Figueira interviews Philip Freeman, CEO and founder of Murphy’s Naturals, a nationally distributed outdoor products brand that’s cracked the code on natural insect repellent. What started as a garage-based solution for Philip’s mosquito-sensitive wife has grown into a 50+ employee company manufacturing 85% of […]

Global Admin • 3 min read
How Every® Doubled Retention by Going Subscription-Only

In this episode of The Future of Consumer Marketing, host Roman Kirsch interviews Casimir Rob, Founder and Managing Director of every®, a plant-based frozen meal subscription service. Launched at the beginning of the pandemic in March 2020, every® has evolved from an emergency meal solution to a transformative subscription service helping busy professionals maintain healthy […]

TGTC Content Team • 4 min read
From Finland to Silicon Valley: Kristian Ranta’s Consumer Health Tech Marketing Playbook

In this episode of The Future of Consumer Marketing, host Brett Stapper interviews Kristian Ranta, CEO and Co-Founder of Meru Health. After losing his brother to suicide, Kristian leveraged his background in healthcare technology to build a virtual mental health clinic that takes a functional medicine approach rather than relying solely on traditional psychiatry. Meru […]

TGTC Content Team • 4 min read
How Spot & Tango Achieved Profitability While Many D2C Brands Struggle

In this episode of The Future of Consumer Marketing, host Brett Stapper interviews Russell Breuer, Founder and CEO of Spot & Tango. What started as homemade dog food recipes in a New York City studio apartment has evolved into a thriving direct-to-consumer pet wellness brand with a $25 million manufacturing facility. Russell shares how the […]

TGTC Content Team • 4 min read
Brett Wigdortz: Turning Child Minders into Successful Entrepreneurs

In this episode of The Future of Consumer Marketing, host Roman Kirsch interviews Brett Wigdortz, CEO and Founder of Tiney, a company transforming early childhood education in the UK. After 15 years leading Teach First, which became the largest graduate recruiter in the UK, Brett recognized the critical importance of early years education and founded […]

TGTC Content Team • 4 min read
How Numan Built Brand Awareness on Startup Budgets

In this episode of The Future of Consumer Marketing, host Roman Kirsch interviews James Kennedy, Brand & Marketing Director at Numan. Numan has transformed from a provocative men’s health startup into a sophisticated, gender-neutral digital healthcare platform. James shares how they’ve navigated one of marketing’s most challenging sectors – healthcare – while maintaining brand authenticity […]

Global Admin • 4 min read
Why This Fintech CEO Hid Cash in the Norwegian Woods

In this episode of The Future of Consumer Marketing, host Andres Figueira interviews Alf Gunnar Andersen, CEO & Founder of Horde, an intelligent personal economy app disrupting Norway’s traditional banking sector. Horde empowers consumers by aggregating all their financial data in one platform, revealing hidden costs and enabling smarter financial decisions. Operating in one of […]

Global Admin • 4 min read
How LAP Coffee Built a Community So Strong, Kanye West Had to Visit

In this episode of The Future of Consumer Marketing, host Roman Kirsch interviews Ralph Hage, Founder of LAP Coffee (Life Among People). LAP Coffee is revolutionizing the European coffee market by creating a lifestyle brand that merges micro-retail efficiency with community-driven marketing. In Berlin, where McCafe dominates with 70% market share, LAP Coffee is carving […]

TGTC Content Team • 3 min read
Why 95% Algorithmic Placement Will Kill Traditional Marketing

In this episode of The Future of Consumer Marketing, host Roman Kirsch interviews Nelly Voukaki, Co-Founder and Chief Customer Officer at Looper Insights. Looper Insights revolutionized how major entertainment studios track and optimize their content placement across streaming platforms, connected devices, and digital storefronts. Starting from a compliance problem in transactional stores, Nelly and her […]

Global Admin • 4 min read
Marketplace to Subscription: Matt Ovenden’s Playbook Shift

In this episode of The Future of Consumer Marketing, host Roman Kirsch interviews Matt Ovenden, serial entrepreneur and founder of The Wine Engine and Borrow A Boat. After building Borrow A Boat into a 400,000-user platform that transformed the boat charter industry, Matt is now applying his marketplace expertise to wine subscriptions. The Wine Engine […]

TGTC Content Team • 4 min read
5 Revenue Channels: How agood company Restructured Marketing

In this episode of The Future of Consumer Marketing, host Roman Kirsch interviews Henrik Jonsson, CEO of agood company. Henrik shares the brutal reality of marketing sustainable products in a mass market that claims to care about sustainability but refuses to pay premium prices for it. Through painful lessons learned over five years, agood company […]

Global Admin • 4 min read
Bilingual Strategy: Double Language, Triple Engagement

In this episode of The Future of Consumer Marketing, host Andres Figueira interviews Susie Jaramillo, Co-founder and CEO of Encantos, an award-winning children’s entertainment and tech company. Susie built and sold one of the top Latino advertising agencies in the US before recognizing a massive gap in Hispanic representation in children’s content – despite being […]

Global Admin • 4 min read
Cotton vs Plastic: The Message That Beat Legacy Brands

In this episode of The Future of Consumer Marketing, host Andres Figueira interviews Moira Finicane, Head of Marketing at Kudos, the first disposable diaper brand to feature a 100% cotton liner instead of plastic touching baby’s skin. As employee number three at Kudos, Moira has guided the brand’s marketing strategy from pre-product launch to nationwide […]

Global Admin • 3 min read
Building for Fanatics: Hodinkee’s 2.5M Monthly Visitor Strategy

In this episode of The Future of Consumer Marketing, host Brett Stapper interviews Adam Schoenberg, Chief Marketing and Operations Officer at Hodinkee, the premier editorial destination for watch enthusiasts worldwide. With over 2.5 million monthly unique visitors, Hodinkee has established itself as the “New York Times for wristwatches.” Adam shares how the company evolved from […]

TGTC Content Team • 5 min read
From 0 to 2M Users: Fable’s Creator-First Growth Story

In this episode of The Future of Consumer Marketing, Cory Maran shares how Fable evolved from a book club platform to a comprehensive social reading app with 2 million users and 70,000 book clubs. By focusing on measurement, activation metrics, and creator partnerships, Fable has built a sustainable growth engine that cuts through the noise […]

TGTC Content Team • 3 min read
From Product to Psychology: How Second Nature Reframed Weight Loss

In this episode of The Future of Consumer Marketing, host Roman Kirsch interviews Chris Edson, CEO and Co-Founder of Second Nature, a digital behavioral change program for sustainable weight loss. Founded a decade ago, Second Nature has evolved from an NHS healthcare service to a consumer brand that’s raised over $40 million in funding. The […]

TGTC Content Team • 4 min read
How Misfits Market Turned “Ugly” Food Into Premium Brand

In this episode of The Future of Consumer Marketing, host Andres Figueira interviews Holly Eagleson, Senior Vice President of Brand Marketing at Misfits Market. Misfits Market has evolved from an “ugly produce subscription box” in 2018 to a full-service online grocery platform serving all lower 48 states. The company rescues food that doesn’t meet traditional […]

Global Admin • 5 min read