- Fan connection app Cameo is opening itself as much as the creator marketplace with a brand new onboarding policy called CameoX, per an organization blog post. Previously, Cameo limited its marketplace to pick out personalities who met specific follower thresholds or were hand-picked.
- CameoX, which launched as a pilot in May 2023, allows content creators and other talent to more easily join the platform and have interaction with fans. Over the last 18 months, over 31,000 latest self-enrolled creators have joined the platform and accomplished over 155,000 Cameos.
- The move could provide another earning stream for creators while helping Cameo connect with latest audiences. Since its 2017 founding, Cameo has generated over $310 million in talent earnings and facilitated over 8 million connections worldwide, per release details.
With its promise of bringing celebrities closer to fans via individualized messaging, Cameo was once a darling within the mobile realm. But its dream of getting a roster of A-list celebrities on tap to supply birthday greetings or anniversary congratulations has lost a few of its luster, with the platform more recently mired in D-list celebrities, retired sports stars and disgraced politicians.
With CameoX, the fan connection app is welcoming its marketplace to content creators, a move that might help it gain attention from latest audiences, particularly digitally native younger consumers. The 31,000 latest self-enrolled creators which have joined Cameo over the last 18 months have helped contribute to tens of millions of earnings in bookings, per release details.
“We realized we had missed out on 1000’s of talented individuals who could have made meaningful contributions to the marketplace,” said Cameo CEO Steven Galanis within the blog post.
With CameoX, talent can fill out a form with some basic information and confirm their identity to go live to tell the tale Cameo. The process puts the platform more in line with players like Twitch and YouTube, though it’s unclear whether that shall be enough to lure creators away from those platforms.
Prior to introducing CameoX, talent could join the platform in one among 3 ways: outreach from the Cameo team, referral from one other talent or talent manager or applying directly. Over the past three years, the platform received 100,000 applications from talent who didn’t meet the platform’s thresholds for inclusion, in response to the post.
According to Cameo, the “overwhelming majority” of creators cannot sustain themselves on the revenue they make from platforms akin to Instagram, TikTok or Twitch, and Cameo can provide an alternate revenue source. In addition, opening up the platform to more talent opportunities gives Cameo a probability to succeed in potential A-listers before they turn out to be stars.
The introduction of CameoX could also help the app create some buzz within the marketing realm. Past partnerships for the platform have included Coca-Cola, LinkedIn and Snap. The platform has long attempted to realize relevancy, and at one point even experimented with non-fungible tokens (NFTs).
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