Hey! Welcome to the Creator Economy NYC newsletter — the premier place for all things creator economy in the Big Apple.

This week, we're diving into the story of culinary content creation with a special feature on NYC’s Zach Neman, better known as "Cheffin with Zach" to his 1M+ followers across TikTok & IG. Zach's journey is a recipe for success in the creator economy.

Zach and I actually went to college together and were fraternity brothers. We also pretty much look the same…

Let’s dig in.

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Text-to-bid: the future of creator monetization is here

Finding new ways to monetize can be challenging. That's where CreatorCart's new SMS Auctions come in. They've soft-launched a first-to-market feature that will revolutionize how you engage with your audience, and we’re excited to share it with you here.

What is it? A tool that lets you run independent auctions directly via SMS.

It's not just a new sales channel — it's a way to potentially boost your average order value and create a sense of urgency among your most engaged followers.

CreatorCart is seeking pilot users for this innovative feature. As a participant, you'll get:

• Early access to the SMS auction tool

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It’s ideal for creators with an engaged following eager to try new monetization methods.

Spots are limited, so sign up now for CreatorCart's SMS Auction Pilot Program.

The recipe for creator success: insights from 'Cheffin with Zach'

Zach Neman, known online as "Cheffin with Zach," didn't start out aiming for a career in food content. As a computer science major at the University of Maryland, cooking was just a passion. But during his senior year, he began creating food content for fun. Little did he know, this hobby would soon become his full-time gig.

"I never originally saw food as a career for myself," Zach admits. "It was just something I always loved. I loved how it brings people together."

Ironically, it was an academic setback that set Zach on his current path. He failed two classes during finals week because he was busy creating content. This mishap extended his college stay by a semester - a blessing in disguise that gave him time to focus on growing his social media presence.

By the time Zach graduated in December 2022, he had built a substantial following. "I had 140,000 followers on Instagram, almost 200,000 followers on TikTok. I was starting to get some well-paying brand deals," he recalls.

Riches in niches

Zach's growth accelerated when he began focusing on Persian cuisine. "I started posting a lot of Persian food," he explains. "That helped my page grow a lot because there weren't that many people posting Persian food and that really set me apart."

This pivot highlights a crucial lesson for creators: find your niche and lean into it. For Zach, leveraging his cultural background not only boosted his numbers but also helped him stand out in a crowded field.

His first taste of monetization came through brand deals. As his following grew, so did the opportunities. But he quickly realized that relying solely on brand partnerships wasn't enough to build a sustainable business.

"With brand deals, you never know when you're going to get your next one," Zach explains. "You could get literally three in a month and make really good money, but then you might not get one for another few months."

To create a more stable income, Zach turned to a subscription model. He uses a platform called Provecho to offer paid access to his recipes. For $6 a month (or $4 monthly for annual subscribers), fans get access to his full recipe collection.

"The goal is to get it to 10,000 plus subscribers where I'm making five figures a month for not much extra work," he shares.

Thinking like a business

Zach's ambitions extend far beyond social media. He's currently working on a cookbook, planning pop-up dinners, and considering hosting supper clubs. "I love creating content. I always want to do it, but it's not fulfilling enough for me where that's the only thing I want to do," Zach explains.

He's also eyeing YouTube for long-form content, seeing these ventures as steps towards building a multi-faceted culinary brand. “I see content more as a stepping stone into all the other things that I want to do,” Zach said. This expansion is a smart strategy for long-term sustainability in the creator economy.

Mindset is everything

For budding creators, Zach emphasizes the importance of patience and persistence. "Before social media, people that wanted to make it in a specific space, they were working at it every single day for years... but people want to make it in a matter of months. That's not always how things work."

To combat burnout and discouragement, Zach recommends detaching from metrics and focusing on long-term goals. He practices meditation and mindfulness, advising creators to "focus on the process of creation itself instead of achieving a specific result."

Zach also introduces the concept of "optimistic delusion" - a stubborn belief in oneself and one's vision, even in the face of challenges. "If you don't believe in yourself and in your vision, you're going to get eaten alive in this world," he warns.

A kitchen away from home

Despite his rising star status, Zach's current "studio" might surprise you. Every day, he packs up his ingredients and heads to a friend's apartment to film while they're off at their 9-to-5 job. It's like a culinary version of couch-surfing, but with more delicious results.

This unconventional setup hasn't held Zach back. In fact, it's become a charming part of his creator journey and a testament to the idea that you don't need a perfect setup to start creating impactful content.

The New York advantage

It's hard to separate "Cheffin with Zach" from its NYC roots. When asked about the city's impact on his brand, Zach's response was enthusiastic:

"New York enhances everything that I want to do," he explained. "The possibilities here are just endless with the people, the cultures, the food, everything."

From access to diverse ingredients to inspiration from the city's vibrant food scene, NYC has played a crucial role in shaping Zach's content and opportunities.

Wrapping it up

Zach’s story demonstrates that success in the creator economy isn't just about viral hits or follower counts. It's about finding your unique angle, diversifying income streams, thinking like a business owner, and committing to long-term growth.

By following these principles, Zach is cooking up a recipe for sustainable success in the ever-changing world of digital content creation.

Next time you're scrolling through Instagram or TikTok and come across a mouthwatering Persian-inspired dish, don't be surprised if you've just been introduced to Zach's latest recipe.

You can follow Zach's culinary journey on Instagram and TikTok @cheffinwithzach.

Upcoming events

AWNY Brand Marketers & Creators Mixer & Panel

• When: October 10, 6:30-9:30pm

• For who: creators & brand marketers

Advertising Week NY is coming up, and we’re bringing the 🔥. This time, calling all BRANDS and CREATORS!

We’re teaming up with QYOU MEDIA for an exclusive mixer and panel event bringing together our community.

In addition to mixing and networking, we’ll sit down with NY's very own TikTok sensation ‘General Ock' (6M followers TikTok/IG) and Glenn Ginsburg, the President of QYOU, diving into harnessing creator partnerships for brand success + more.

Come connect with fellow industry pros, creators, and brand innovators, and enjoy complimentary drinks and bites throughout the event.

Creators 4 Mental Health Happy Hour

• When: Oct 8, 5:00PM-8:00PM

• For who: creators, brands, managers

Mental health in the creator community is a cause close to our hearts, and we’re excited to bring you an extraordinary evening dedicated to this crucial topic.

We're collaborating with Shopify and Peace Inside Live for a joy-filled happy hour featuring top creators, wellness products, and mental health experts, including a meditation session and a panel moderated by Emmy-nominated host Shira Lazar and featuring:

• Kate Mackz, Creator of The Running Interview Show

• Dr. Jason Wersland, Founder of Therabody

• Gabby Beckford, Travel Influencer & Creator of Packs Light

Come connect, learn, and prioritize your mental wellbeing - together.

NEW  Webby Talks: It’s Giving Brainrot 

• When: Oct 16, 6:00PM-8:00PM

• For who: creators, marketers, social media leaders, chronically online people

We’re collaborating with The Webby Awards and Meltwater for this year’s Webby Talk presentation and mixer. This year's presentation, titled 'it’s giving brainrot,' explores how chronically online culture is shifting us from the niche to the nonsensical — and why that can be a good thing."

Following the presentation, stick around for a panel discussion and Q&A on “brainrot” and our obsession with being extremely online, featuring creators, executives, and thought leaders pushing the internet forward.

• NEW Free tix to NAB show NYC: Where content creators, tech innovators, and media leaders converge to explore the future of storytelling with meaningful networking and panels and fireside chats. Happening Oct 9-10 at the Javitz Center! Snag your free tix here. See ya there?

• NEW Virtual panel: Are you marketing a SaaS? Join SFTechWeek’s Virtual Panel on Influencer Marketing for SaaS with NYCs Creator Colin Rocker & Siftsy’s Leon Lyakovetsky. RSVP here.

• beehiiv: Get 20% off your first 3 months on any beehiiv paid plan. This comes after a complimentary 30-day free trial, exclusively for our community members! Snag it here.

• Influencers say opaque pay deals create unfair disparity

• First-ever toys based on YouTube phenomenon, skibidi toilet, take over the toy aisle

• Facebook content monetization beta launched

• Influencer Strategist @ Mekanism

• Senior Creative Strategist @ Linqia

• Creative Strategy Manager @ Linqia

Siftsy is your secret weapon for tapping into comment section insights. Perfect for influencer marketers analyzing holistic campaign performance, saving them hours in campaign wrap reports.

With Siftsy, you can quickly spot key convo topics, sentiments, and vibes, plus view and sort performance metrics for all your campaign posts. Book a demo today.

Thanks so much for reading! Let me know what you thought by replying back to this email! See you next week!

Brett