3 Creator Types Stealing Customers

What's missing in your content strategy...

June 25, 2025

Read Time: 1 Minutes 30 Seconds

Hey there,

In today's edition we’ll be covering:

  • The 3 types of creators (and which one you should use)

  • Why your creator archetype determines your content strategy

  • Real examples of each type crushing it online

Most creators are confused about their identity.

One day you're doing a 'day in my life'

The next you're copying the latest trend

Video after video, your content becomes scattered and unfocused.

All of a sudden you’re losing followers and engagement every week

STOP trying to be everything to everyone

And START identifying your creator archetype

Every successful creator need to ask themselves one question:

Am I an expert?

Am I a builder?

Or am I a friend?

Sticking to one changes everything about your content strategy…

So let’s find out which one matches you (and your brand)

Who is an Expert?

Experts turn knowledge and value into digestible content. This covers any and every niche you can think of

Think finance creators explaining market trends

Or fitness experts sharing workout routines…I’ve managed to build strategies for both

Check out @profitplug, a client of mine

He helps busy “20 somethings” build their wealth and ensures every video serve that exact purpose…

Who is a Builder?

Builders are primarily focused on scaling their product, business, or mission and taking you along for the ride

Check out @MiddaySquares

They’ve sold over 10 million chocolate squares, landed in major retailers like Costco and Walmart

and built a fanbase that feels more like a tribe than customers.

They didn’t just sell chocolate

They sold their story.

From their wins and triumphs to their ugly cries and meltdowns, every moment was laid bare for their audience...

Who is a Friend?

The friend is focused on developing a meaningful connection with their audience. No ‘niche’ required

Look no further than @garbo.zhu who’s managed to scale to 7-figures off of brand deals and her previous pottery business

A friend is an older sibling… your best friend… your mentor

Think of any relationships you’ve developed in your own life

and translate that to how you’d like to position your brand on organic socials

3 Questions to Ask Yourself:

  1. What role are you looking to play in your audience’s lives?

  2. Who’s the exact target viewer you’re speaking to and how would they prefer to receive value?

  3. Which category do you believe you (or your creators) shine?

P.S. If you're ready for more, we’ve got you covered:

Join the Consulting Waitlist - For those serious about adopting next-gen content & marketing strategies.

Thanks for showing up this week. We’ll see you in the next :).

Sincerely,

Ryan To