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Why YouTube Wants Creators & Brands to Make Videos That Make You Feel Good
00:32:45
Next in Creator Media spoke with Aditi Rajvanshi, Head of Strategy - Portal A, about what mistakes brands continue to make when working with creators, why YouTube is quietly pushing for content that scores well on 'viewer satisfaction' and the idea that some brands may want to move away from contributing to 'brain rot.'
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- [00:00]
Mike Shields
Looking to get more out of your YouTube advertising? With view Planner, you can buy with total confidence and clarity. View Planner is a verified YouTube brand suitability and contextual targeting partner in the YouTube measurement program. Recognized by Google as a trusted and independent leader in driving and measuring performance on YouTube, their advanced technology gives you a clear edge. Only with View Planner we're talking custom curated contextual collections, exclusive content strategies, transparent reporting and AI driven optimization to deliver real results. Don't let your budget go to waste. Partner with View Planner and experience the difference. Visit viewplanner.com now to unlock your full advertising potential on YouTube. That's V U E P L-A-N-N-E-R.com this week on Next in Creator Media, I spoke with Adi Rajvanshi. She's the head of strategy at Portal A. Adi has been working in and around web, video and creators for over a decade. So she and I talked about how brands activity in this space has evolved over the years, as has YouTube's role in brokering such deals. AI also talked about what her contingency plans are for a TikTok ban and why she thinks brands are going to have to start thinking about whether their pursuit of virality is contributing to brain rot. Let's get started. Hi everybody. Welcome to Next in Creator Media. I'm Mike Shields. My guest this week is Adi Rajvantri. She's the head of strategy at Portal A. Hey Adi, thanks for being here.
- [01:25]
Adi Rajvanshi
Hey Mike, thanks for having me. This is already going to be a good one. I feel it.
- [01:29]
Mike Shields
I can, I can tell. Absolutely. I have a bunch of questions for you, but I should just ask ask you to maybe give people the one on one who don't know Portal A. What is Portale? And then we'll talk about lots of stuff.
- [01:40]
Adi Rajvanshi
Well, we've been around for a while. Portal A is a original content company. We are a group of makers who have been in this space for over 13 years at this point.
- [01:52]
Mike Shields
Which is kind of crazy because there's so many companies have come and gone in that time.
- [01:56]
Adi Rajvanshi
Absolutely. And I, while I haven't personally been part of the Portal story for the entirety of that 13, I've been a witness from the bylines for many, many years before Zach and I actually reconnected and decided to, you know, bring me in as the head of strategy until that point I'd still seen the work Poly was already doing, especially the work around YouTube. Revind. If you remember the era of Revind and YouTube, then you recognize that work and it sort of like became ubiquitous with what the YouTube culture was for a really long time. And Portal has been the mind behind it, the creative mic behind it. Today we are a company that works on premium elevated storytelling for brands. Our goal is to sort of carve out our niche in a space that is, I mean, by all measures exploding in every way. And our niche is that we're not necessarily your go to person for all things scaled, but we are your go to person for anytime you want to do elevated storytelling. Anytime you want to make something that feels like a marquee brand property that you want to continue to build on, grow on, we are the team for that.
- [03:15]
Mike Shields
So I want to actually want to break down what that means and doesn't mean, but maybe it'd be good to start because you, you've been in and around digital video in, in various forms for a while, right? But you are, you were at YouTube for a while, you've been at Portalife for a couple years. How has the relationship between brands, slash media buyers and creators, evolved over that time? It's probably changed a ton and got back and forth.
- [03:37]
Adi Rajvanshi
It's changed every which way. And I often think about this question as when we first started out in this space, and I remember back to my YouTube days, one of the things that I remember doing a ton of was these presentations for medium to large businesses around why it's valuable for them to even include creators in their marketing ecosystem, even to bring them in the door.
- [04:02]
Mike Shields
Just the idea was just the idea.
- [04:05]
Adi Rajvanshi
Anything entertain the idea that a creator could bring you value. And I'm talking 2012. So this is sort of like, definitely feels like another era altogether of where we currently are. So one of the key differences is that no one in this space is having to upsell creators anymore.
- [04:23]
Mike Shields
Like that is the evangelization is hopefully done in that part.
- [04:27]
Adi Rajvanshi
And I'm so grateful for that to be behind us because the proof's in the pudding. We're no longer having to convince any marketer of or any brand of any size about the value that a creator and collaborating with a creator brings to them. The other piece that shifted is, and it's interconnected is that brands are today proactively thinking about ways of utilizing the creator ecosystem and really thinking about creators as their own marketing channel that sits within sort of like this gamut of marketing options available to a brand marketer today. But creators by themselves are a clearly defined or a more progressively clearly defined channel today than it has ever been before. And I think the last thing that has Shifted is. I think we're in the middle ages of the creator ecosystem. I don't think we're at the most nascent stage any longer. I think we're sort of like we've matured a little bit. Maybe we're young adults. Let's put it this way, Middle ages sound.
- [05:24]
Mike Shields
It sounds like that sounds better than the, the dark times of history.
- [05:29]
Adi Rajvanshi
No, thankfully not the dark era I met. More like we're in that medium period where we're adults now. We can all sort of like have a conversation around the space and not roll our eyes at everything anymore. And it feels good to have that kind of stability in this space. But that also means, and that's where the last bucket comes for me, that to today, creators are no longer just a place where brands are looking at them as billboards, where they can just go slap their name and that's about it and just have that one brand.
- [06:04]
Mike Shields
Name dimensions and that's we're done. We got it.
- [06:07]
Adi Rajvanshi
Exactly. That very transactional nature that we saw for the longest time, to be honest, is truly shifting and has shifted in the last couple years towards a more sustainable, a more sort of like deeper relationship between brands and creators, where we're talking longer term relationships, where creators are part of their larger content marketing efforts. And to me, that is the shift for the future. That's where I think we're truly going to start seeing growth and evolution outside of all the scaled stuff that, you know, we all know that we do for, for the sake of business.
- [06:42]
Mike Shields
So let's dig into that. Where we are in adolescence versus maybe where we hope to be. Because you're right, over the years, brands were sort of trying to figure out, okay, do we just run a bunch of ads with creators? Do we work with them? Do we, are they part of our extension of our creative, Are they extension of our media plan? Are they, are we doing shows together? Like, I don't know if there's one answer there, but where would you like things to go? What are maybe the pros of cons of different models?
- [07:10]
Adi Rajvanshi
I think for every brand it is critical to build their own distinct content marketing strategy. And I think for every brand it is critical to figure out which aspects of their content marketing strategy, of their overall programming. Do creators fit in as partners? It is no longer valuable from a long term perspective, especially as I start thinking about goals around brand loyalty, brand love, all the stuff that brand marketers ultimately are going for, especially on the brand marketing side of things. Lesser on the performance marketing side of things. When I think about that whole space that marketers are focused on, it is critical that we are creating room and very intentionally creating room for creators to be part of the content marketing play that brands are building out. I see it play out from serialized content perspective. I see it from the perspective of long term brand creation, brand creator relationships, where you see the same creator or the same set of creators almost become ambassadors for a brand because they continue to work with them over and over again and really start shaping the brand's perception for their most engaged audience in a way that no amount of performance marketing can. And so to me, that's the space where I'm seeing the shifts happen and that's what I want to see more of in the future. Long term sustainable creator brand relationships that fit into the overall content marketing plan for a brand.
- [08:47]
Mike Shields
I want to ask you, you know, when you met, you talk about content marketing, there will be different definitions of that. I think like some brands will see that as I want to show about my brand that's more like branded content than others. I want to support content a bit about my category. When you use that term, are you talking about brands and creators partnering on a five part series on the subject or are you talking about launching episodics together? Is it, is there a range?
- [09:12]
Adi Rajvanshi
There is definitely a range. So when I'm talking about content marketing, what I'm not talking about is ad units and ad units alone. So if we were to sort of start distinguishing between what is content and what's not, I think of content as inherently being valuable to the viewer. And advertising sometimes, unfortunately is not. In fact, more often than not, ads are.
- [09:35]
Mike Shields
And sometimes branded content is nice. You got to do it if you don't do it right?
- [09:38]
Adi Rajvanshi
Absolutely. 100%, yes. And when I see sort of advertising in the, in the garb of branded content, it truly like truly frustrates me because it feels like we're not quite picking a lane and really making an impact with that work. But to me, content marketing really goes down to this idea of is it storytelling driven? Is there a core narrative that we're going with? Are we adding value to the viewer? If it is purely promotional, then to me it is not content. And I think that distinction is something that we talk a lot about at Portal A, where we're sort of like constantly thinking about content, not ads. It's part of our DNA, it's part of how we think about our work and it's how we approach even when we do make assets that are going to run on paid channels, we have that distinct sort of like lens which we bring, which is a content, not ads lens. And that's helped us really carve out our space over the years.
- [10:38]
Mike Shields
So we're talking very high level here. Give us some examples. What are, what are some kinds of work you've done with brands that are very content first, that are, you know, that feature their messaging but are really valuable to audiences?
- [10:50]
Adi Rajvanshi
Absolutely. And there's so many examples. I'm going to pick a couple from just this year. And last, actually, Target is one of our go to customers that we've worked with. This is a client relationship that Portal has had for over five years. At this point, we've built some of our most beloved series with Target. So it's a brand that we actually have a ton of love for and a ton of appreciation for what they've sort of empowered us to do. Really. One of the examples that comes to mind right off the bat is Teammates of Target. It's a property that we started building out for Target at the start of this year and tied it with the first episode launched in tandem with the Super Bowl. So you can imagine all the things that the super bowl brings in terms of advertising. And it's actually one of the, one of the few times in a year where even sort of like ads are more creative. And so there's actually really high creative bar that you have to meet to be able to sort of even drum up any excitement around anything that you do. And that was the goal that we sort of like set out for ourselves, that we're going to make something that is going to be storytelling driven. So Teammates of Target, the concept at the highest level is you could accompany somebody to a Target and then be waiting in the parking lot while they go in to pick up that one thing. And before you know it, you've spent 30 minutes in the parking lot, not just waiting. And so it's a support group for people waiting in the parking lot, which evolves into There's a barbecue happening. It can evolve into a pickleball match. It can evolve into anything that you name it. Because we're all in a parking lot. We're all in the shared experience that's the premise of the show. And it is a collaboration, really close collaboration with four creators who originally came up with a concept called Husbands of Target a few years ago and really enjoyed doing that. And so we sort of worked with them to co develop Teammates of Target and then built this out into a series where we did this for Super bowl and the combination or the balance of brand messaging, brand presence and the comedic intent of the show was, in my own opinion, Chef's Kiss. It was this balance of where you could actually watch this episode without even thinking, thinking that this is branded content.
- [13:13]
Mike Shields
It was entertaining on its own.
- [13:15]
Adi Rajvanshi
Absolutely. And you didn't have to be a target sort of like loyalist to get behind it. It's comedy, it's something, it's the age old comedic sketch that we all have come to love and enjoy. And that was the format that we really built and developed that on. We did another episode for them which was around a pickleball partnership that they were doing. And so it sort of continued to become one of those properties where we know that it is something that is not episodic in the sense that the story doesn't sort of like continue one from the other. But it is absolutely something that can be drummed up every time Target's looking for that irreverent comedic sort of creator collaboration. And this is now a property that we can keep going back to. And it's super ownable. Like just by design. It's set in a Target parking lot.
- [14:06]
Mike Shields
I don't know if that's a typical example or not. But I wonder, is that process typical where you have the concept of a, of a show or series and you find some creators who, who fit that or are you sometimes developing that with a particular creator and that's their show?
- [14:23]
Adi Rajvanshi
So we do both. We absolutely come up with scenarios where in fact, more often than not is that we are developing the creator and then we're working with the right set of creative partners to bring them in and sort of like really help them make this concept their own. One of the things that we're constantly sort of talking about and very, very clear on is creators need to have a seat on the table. This is no longer a scenario where a brand can sort of unilaterally take decisions around what this content looks and feels like and for that to still feel right for a creator and their audience. So we absolutely think that this partnership where the creator, the brand and us are on the same table and really putting our resources and our different perspectives together to make the best piece of content that serves all the different stakeholders involved and really serves the audience at the end of it all. We know this for a fact that you can make a piece of content that brands can get really excited about, but it ultimately does not move the needle if audiences don't get excited about it. So that's where we think having the creative perspective is so valuable because they can really be advocates for their audience and they understand their audience in a way, in a really intimate way that we don't. So we do both ends of the spectrum where we develop a creative, bring on the right creators to sort of work with that at the start of a project. We clearly define what our creator selection criteria is. And so we work with the brand on identifying what are the key traits that they're looking for, what's a priority for them, and really ultimately defining what success looks like for them for this program before we even get started that process, it's tedious. It takes like a beat to sort of like get all our ducks in a row. But knowing that we have that North Star defined and knowing that we know what success looks like helps guide every decision in the process, from creative to production to talent, to launch. All of the other stuff that we're working on.
- [16:24]
Mike Shields
You mentioned episodic, and there's been attempts at that on YouTube over the years back. It's. They've gone back and forth. You see that on TikTok a little bit more, but I don't know if it's the right place. Where. Where are you on episodic content on those platforms or where the brand should be pushing that.
- [16:38]
Adi Rajvanshi
We are bullish about episodic content. We think all platforms are actually ripe for episodic content. And let me tell you why. YouTube, many, many years ago, made a switch from views to watch time. It was a very intentional move, and it was to drive time spent on the platform. Every platform, whether it's the TikTok algorithm or the Instagram algorithm, the goal is to increase time spent on the platform. Every platform measures sort of like looks at different metrics, looks at different indicators to show what kind of content is driving most time spent on the platform. In recent years, in the last couple of years, YouTube has been talking about this metric or this idea, and I'm saying this is an idea because the metric is not publicly available of viewer satisfaction. The way they're defining viewer satisfaction is a combination of time spent on the platform along with session time. So basically they're saying, did this piece of content engage the viewer enough to watch it? Do you know? As much as possible? And then did it satisfy the viewer enough for them to continue watching more stuff on the platform and continue to prolong their session?
- [17:56]
Mike Shields
So it's not just time spent in accumulating in a cumulative fashion. It's that they want to drive those, you know, their version of bingeing I guess so I think you're. Where you're going with this is episodic. Does lend itself to that. That's pretty interesting.
- [18:08]
Adi Rajvanshi
Exactly. Now marry that to the idea that with TikTok sort of really becoming the competitor that it has to YouTube over the last couple of years, Shorts is a direct response to that. Right. We know that reels is the third player in this mix. Now if between shorts and TikTok and reels, everyone's vying for that short form audience, for that bite sized audience. One of the things that TikTok has told us is people can spend up to 40 minutes with that short form content. So what is stopping us from saying that short form content cannot become episodic in nature? Or before you know it, you've actually seen 10 shorts or 10 TikToks because they're all part of this series around whatever, you know, comes to mind. But like, you know, whatever you can.
- [19:00]
Mike Shields
And you don't feel like you. A lot of people feel like I don't even know what I do with. I spent so much time with TikTok, I don't know what that time was. That's a lot more satisfying. You would think following a story or narrative or whatever.
- [19:09]
Adi Rajvanshi
Yes. I mean we're. Brain rot is the word of the year that tells you where we are in 2024. So if that's where we are and that's one of the. One of the primary content genres on Internet today, that's where we're spending our time. I think there is so much room for brands, especially for brands to not just blend in, not just fall into the trap of brain rot content and making more stuff that just feeds the algorithm, just like sort of, you know, drives the scroll, but actually build stuff that helps people stop the scroll that doesn't just, you know, that's pretty interesting.
- [19:49]
Mike Shields
Because that's probably hard for brands to. I want to jump in on those kind of numbers that seem to matter and maybe that's brain Roddy, but I like the. I like the cumulative use or whatever it is, but to fight that instinct because it's probably not a great association for a lot of them.
- [20:04]
Adi Rajvanshi
Oh yes, it is. I think with, with brands and over the years we, we see this conversation play out in all the different ways. It's a. I want to have my cake and eat it too. So there is this constant struggle of we want the metrics, we want the views, we want the virality, we want whatever else. And even saying variety in 2024 sounds kind of.
- [20:26]
Mike Shields
Yes, it feels incredibly dated.
- [20:27]
Adi Rajvanshi
But that's still a conversation that happens. That is very much something that we've heard even this year. And then you sort of switch to the other side and you talk about making content that is really premium, really representative of the brand's overall ethos. So at times it feels like those two instincts are at odds with each other. But here's where we found success, where we've managed to sort of a make the definition of success a little bit more well rounded. Outside of this idea of just top of the funnel metrics like impressions and views, when you stop at those metrics, you're not looking at engagements, you're not looking at retention, you're not looking at number of uniques reached, you're actually not looking at audience sentiment. All of the other stuff that is further down the funnel, but actually moves the needle. On brand marketing, on brand affinity, on brand loyalty. We consistently talk about those metrics. We consistently, especially with the kind of robust reporting YouTube has to offer, there is so much color and sort of context that we can bring to the table in terms of returning viewership, in terms of here's the number of uniques, here's the stuff that your audience continue to watch after watching your video. We can build narrative today around the power of YouTube content, the power of serialized content, which helps us sort of break away from the idea that this one shiny viewership number is the goal. And that also builds the case for the second half, which is you won't get retention if you simply create what everyone else has made. If it's simply a function of falling into the same mold. One of the things that audiences can sniff away right off the bat is when brands are trying to be too organic and just there's something so cringe about that. It's something that audiences immediately know and we are always very clear that if the brand is trying to pretend to be something that they're not, that is going to backfire or anything else. Well, and so to us like that really understanding what the brand's language is, what the brand's priorities and messaging is, and then translating that into creative that works for the target audience is our area of specialization. And to me, that's where that's where we meet those two sort of like otherwise pretty, you know, polar opposite ends of the spectrum of really high quality content and give me the views.
- [22:59]
Mike Shields
That's how we're talking in mid December. We don't know what's going to happen with TikTok. Are you and your clients coming up with plan B, C and D to try and cover yourselves are you have to proceed as usual. And what do you think is going to happen?
- [23:15]
Adi Rajvanshi
Well, this was a conversation we had with a client yesterday because there's a piece of content that we're working on. It's actually a really smart program with Lenovo that's going to launch around end of March next year. And TikTok is one of the platforms in the, in the play for us. One of the things that we've consistently done is not, have not be overly dependent on one particular platform. It is something that we talk to. It's something that, you know, even before, totally in my career before, I would always talk to creators about diversification, I would always talk to brands about diversification. And that is an approach we always follow. We are very, very focused on building multi platform, multi format approaches and programs that can then sort of succeed, have enough checks and balances where we're not overly dependent on a single platform. And so if a platform for any reason doesn't perform the entire program, you.
- [24:08]
Mike Shields
Can make a move. Yeah, yeah.
- [24:10]
Adi Rajvanshi
That's not our approach in general. So whether TikTok is there or not come January, whatever is not going to be a hugely detrimental move for us there, there, there are no programs where we are that tied to that program alone. And I, I don't want to be in the business of predicting which way we are going to go here because.
- [24:27]
Mike Shields
Yeah, we're, neither of us are Supreme Court experts, but I, I will, I am, I'm curious whether you think the world is going to just move over to, you know, if you, if TikTok's gone tomorrow, does everybody just start using shorts and reels more? Or does or just does it go away? I don't know.
- [24:41]
Adi Rajvanshi
Yeah. So the interesting thing is those creators are already using reels and shorts today. So I mean, if you think about any creator today, there are no longer creators that are single platform creators. I noticed this at VidCon earlier this year. The same creator was on a panel with TikTok, a panel with YouTube and a panel with Snap. And I was like, oh, this is interesting. You know what's happening here? Could they not find multiple creators? And I sort of like stopped being sassy about it and thought about why this is happening and this is because creators are utilizing each of these platforms in different ways. It is no longer a function of TikTok alone would be enough, or YouTube.
- [25:23]
Mike Shields
Alone, or I just put the stuff, the same stuff everywhere and it's. No, they are, they're actually digging in and creating for all, which is hard.
- [25:30]
Adi Rajvanshi
I would think, which is insanely hard, but also sort of really rewarding. They're, they're figuring out where they can experiment and where they're going to bring scale versus where they can really build a community and really build that long term audience. And knowing that different platforms have different roles to play in their larger careers is such a powerful sort of empowering space to be as a creator.
- [25:55]
Mike Shields
I mentioned you're an ex Googler. Where do you in your mind the how involved they want to be in brokering creator relationships with brands has I think changed over time and maybe that maybe it always goes back and forth. Where do you think things are now? What do you remember that being like over the years, I think the earliest.
- [26:10]
Adi Rajvanshi
Sort of like years of YouTube and Google and sort of like brand relationships, there was a huge impetus on the YouTube team to drive those relationships. It was in YouTube team's interest to sort of like really make those partnerships happen. You know the first time we saw Lilly Singh in Betanimota on billboards in Times Square back in like 2009, I want to say yeah, they were at.
- [26:35]
Mike Shields
The upfront all of a sudden.
- [26:37]
Adi Rajvanshi
I remember that time exactly when those first moments happened, there was such a huge impetus to make it happen for those creators, especially for top creators. I think there's still quite a bit of motivation on Google's and YouTube side, but a few things have shifted. One of the challenges, and I said this over and over again over the years, is that it is incredibly hard to nurture and grow the middle tier of creators. That is the creator group. That in my opinion is the one where the largest opportunity sits. And that's the group that is in many ways the most underserved. They're not at the most nascent sort of time of their career. They've clearly made some bold choices, they've clearly made some commitment here and are invested in making this work. But no platform, not just YouTube, no platform offers that group the kind of support, the kind of handholding, the kind of encouragement, the kind of here, here's.
- [27:38]
Mike Shields
The discoverability for the business community that's challenging. That's where you guys come in and others.
- [27:44]
Adi Rajvanshi
That's one of the reasons why we always try and work with creators that are sort of like more emerging in mid tier nature. And I think what's happened, what's happening even now is that the Top creators on YouTube, for example, do not need YouTube and Google to broker relationship.
- [27:59]
Mike Shields
They're fine.
- [28:00]
Adi Rajvanshi
Exactly. They're good. So now we're beginning to see YouTube and Google sort of move towards the middle tiers a little bit. And that, to me, is the shift that I'm noticing.
- [28:10]
Mike Shields
And they want to get involved a little bit. They want to help facilitate that. Interesting.
- [28:14]
Adi Rajvanshi
Exactly.
- [28:14]
Mike Shields
One thing I did want to ask you about is Moonshots. Can you talk about what's going on there?
- [28:18]
Adi Rajvanshi
So I think with Moonshots, we're really putting our money where our mouth has been. It's our opportunity to work with a diverse slate of talent, a diverse slate of production partners, and truly experiment and innovate in this space. We believe that premium elevated storytelling is the way to go, is our specific niche. And Moonshots is giving us an opportunity, is really us creating an opportunity to experiment in that space, to be able to develop new formats and see what sticks. What we've done over the last two years is we funded a slate of projects with a really diverse group of creators, such as Third Cultures with Jakey Cho. It is a show that we recently released and we're so proud of it. It sort of like talks about this idea of how, you know, when you think about Italy, you don't think about a huge Chinese community and culture in Italy, but here is Jakey exploring what that third culture is in a. You don't typically.
- [29:25]
Mike Shields
Unexpected.
- [29:26]
Adi Rajvanshi
Exactly. And this show truly came about because we worked with Jakey a couple years ago on a Target project, actually, and then we've since been in touch and our head of originals, Jacob Moats. Jacob and Brittany Kagan, our head of talent partnerships, really started talking with Jake in developing the show together, and we funded it, we produced it. The intention is to sort of see how this format comes together and then what can we build on it? We're already talking about future iterations of this program of this particular series, and there's many more that we've done this year. We've got Signature Drink with Wu Tak Kim, we've got Fit Check with Drew Joyner, and next year we're building out our next slate for Moonshots already. And it's potentially the space that everyone at Portal A is touching in some form at this point where there is such energy, there's such creative energy, such excitement around being part of this space that is outside of our core branded work, but really our chance to flex our muscles, learn, be in the weeds of making stuff on the daily, and then take all that learning and implement it to our branded work as well. Because we think that there is so much overlap between High quality content, immaterial of whether they're brand involved or not.
- [30:46]
Mike Shields
Right. So you almost have to invest in that to make it happen then. And then you bring the brands along down the road. That's fascinating.
- [30:51]
Adi Rajvanshi
Exactly.
- [30:52]
Mike Shields
Last thing, you are also a creator yourself. Talk about that. How does that affect your or help you with your business? Help you have given you a different perspective maybe.
- [31:00]
Adi Rajvanshi
I think because I started working with creators at a time where this wasn't even a defined ecosystem, where the creator ecosystem wasn't even a terminology, and in so many ways that those initial years of working with YouTube creators, sort of seeing the wild wild west of YouTube truly defined my career path, but also truly defined why I continue to be incredibly passionate about this space. Because I am able to put on a variety of hats. The business hat, having run my own consulting business, the strategy hat in my current role, being able to think like a creator, having worked with multiple creator teams over the years and really been on the programming end on the, on the actual creative team with them, having done those different roles and sort of like put on those different hats, I think my advantage is being able to think 360 and sort of be able to really think through a situation or a problem from that multiple perspective.
- [32:03]
Mike Shields
Everybody's thinking, you know, you know how, you know how all these different groups.
- [32:06]
Adi Rajvanshi
Are thinking and it has been a real advantage. I do think it is one of the, one of the reasons why I've had a long term career in this space that, that still feels gratifying and challenging, but also really, really rewarding.
- [32:24]
Mike Shields
Awesome. Well, Adi, it's such a pleasure. Thanks so much for your time here. Let's chat again down the road.
- [32:28]
Adi Rajvanshi
Absolutely. Thank you, Mike. Appreciate it.
- [32:31]
Mike Shields
Thanks again to my guest this week, Point Portal A's Adi Radvani and of course my partners at View Planner. If you like this week's episode, please take a moment to rate and leave a review. We have lots more to bring you, so please hit that subscribe button. I'll see you next time for more. What's next in Creator media. Thanks for listening.