Co-Founder & Co-CEO, Scalable
Los Angeles, California, United States
14K followers
500+ connections
14K followers
500+ connections
Articles by Jasmine
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Social Media Predictions 2024
Social Media Predictions 2024
2023 was a whirlwind of a year in the social media world. 2024 isn't going to be any slower.
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How the OpenAI drama could impact social media
How the OpenAI drama could impact social media
The news: On the surface, last week’s dramatic shakeup at OpenAI may seem unrelated to the social media world, but it…
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Activity
14K followers
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Jasmine Enberg reposted thisIt was a pleasure joining the Scalable Pod with Jasmine Enberg and Kaya Yurieff to talk about content marketing and how our industry continues to evolve. I even got to talk about my love for Cuttino Mobley! Special shout out to Adam Kempenaar for allowing me to borrow the beautiful University of Iowa podcast studio and pretend to be a professional for an afternoon! https://lnkd.in/gZJgVUEYJasmine Enberg reposted thisNBA teams like the Chicago Bulls are taking more cues from creators these days. We spoke to Luka Dukich, VP of content marketing for the Bulls, who gave us a behind the scenes look at how they approach social media and partnerships with creators. “YouTube needs to be its own focus and it’s almost a separate workstream completely from other social platforms,” he said. That’s because watch time is measured in minutes instead of seconds, and people choose what they want to watch, rather than having content served to them. For the Bulls, focusing on YouTube has meant a lot of testing and learning. They’ve tried everything from documentaries and behind-the-scenes videos about players to an hour-long Spanish language podcast with a former player. It has also meant switching from impressions to watch time to measure the success of their content. Read the full conversation in our newsletter and tune into the full Scalable Pod out now wherever you get your podcasts! https://lnkd.in/ev2zcU93
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Jasmine Enberg shared this“The NBA is a content business, ultimately.” Luka Dukich of the Chicago Bulls gave us an inside look into the team’s 30-person content division. That includes 2 people focused solely on influencer marketing and several dedicated to content about the team mascot, Benny the Bull. “I think the name of the game now is not being one thing,” he said of their content strategy, which recently included a major partnership with mega-YouTube creator Jesser. Read more, or watch the full interview, in today’s edition of Scalable, in email inboxes now!
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Jasmine Enberg reposted thisCan't wait for the Scalable Summit in LA next month! Kaya Yurieff and Jasmine Enberg have gathered an impressive lineup of creator economy leaders and I'm so excited to learn from all the sessions and participate in one myself. Tickets available here, would love to see you there: https://lnkd.in/eHVQaTXX
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Jasmine Enberg reposted thisWhenever Scalable Pod speaks, I listen! Speaking of listening, it's something I rarely do anymore when it comes to podcasts. With the rise of video podcasting (my main form of entertainment), Scalable has been ahead of the curve when talking about the major shifts it is having on the marketplace. As Scalable's unofficial number one fan, it was awesome to see them include my thoughts on the "podcast reckoning" in their newsletter. Link here: https://lnkd.in/giQMVXnn
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Jasmine Enberg shared thisCreators have arrived. Now it's time to figure out how to scale the industry in a sustainable way. As Jamie Gutfreund put it in Forbes earlier today: 💡"The industry doesn’t need more panels explaining why creators matter. The people spending that money already know. What they need is a place where the operators can compare notes in public, where the people spending the money sit next to the people building the tools and running the platforms." And that's exactly what Kaya Yurieff and I are doing with the Scalable Summit, happening on May 6. It's not just a celebration of creators. We're bringing together leaders and experts from across the creator economy to have candid conversations about what's working and what needs to be fixed. It's a chance for brands, platforms, creators, infrastructure companies, investors and more to break out of their silos and learn from each other. We couldn't be more excited to host this event—and you can bet that we'll be taking notes ourselves! Thank you Jamie and Forbes for the coverage. Read the full piece here: https://lnkd.in/gig7FfdW Get your ticket here: https://lnkd.in/gT4JPZdC
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Jasmine Enberg reposted thisJasmine Enberg reposted thisAgentio is so excited to be the title sponsor of the Scalable Pod Summit, and I'm thrilled to join Visa CMO, Frank Cooper III & Adobe Chief Content & Creative Officer Stacy Martinet on stage to discuss how far creator advertising has come, and the massive opportunity ahead. As I shared in Jamie Gutfreund's Forbes piece, Kaya Yurieff & Jasmine Enberg are building the most important forum in the creator space. “As the creator industry matures and grows, we deeply believe that Scalable can be a critical, analytical, and objective voice for the industry,” Leopold says. “They are filling a much-needed void in bringing together and building a community for the most forward‑thinking leaders in the space.” https://lnkd.in/gQ8uKqKMScalable Summit: The $37 Billion Creator Economy’s Next Chapter Starts HereScalable Summit: The $37 Billion Creator Economy’s Next Chapter Starts Here
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Jasmine Enberg reposted thisJasmine Enberg reposted thisWe’re in Forbes! $37B in U.S. creator ad spend proves creators matter. Now it’s about scale, measurement, and building the future. That’s why we created the Scalable Summit. It’s not too late to grab your ticket → scalablepod.com/summit
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Jasmine Enberg reposted thisJasmine Enberg reposted thisSTOP EXPLAINING WHY CREATORS MATTER. EVERYONE SPENDING THE MONEY ALREADY KNOWS. Its time. We do not need another conference explaining why creators matter. There’s $37B dollars in the market that proves we’ve past that point. What we DO NEED is a room where the people INVESTING THEIR BUDGETS sit next to the people BUILDING THE TOOLS and RUNNING THE PLATFORMS. That is exactly why Kaya Yurieff and Jasmine Enberg created the Scalable Summit. I love that they are bringing together real OPERATORS, DECISION MAKERS and BUILDERS…not theory, trusted experts. Speakers from Visa, Adobe, Agentio (Title Sponsor), YouTube, Spotify, Vox Media and the Washington Post working through what actually comes next for creator marketing, MEASUREMENT and INFRASTRUCTURE. Arthur Leopold, co-founder and CEO of Agentio explained why they are sponsoring, “As the creator industry matures and grows, we deeply believe that Scalable can be a critical, analytical, and objective voice for the industry. They are filling a much-needed void in bringing together and building a community for the most forward‑thinking leaders in the space.” The creator economy hit $37 billion in U.S. ad spend last year. It grew nearly 4x faster than the rest of the media business. The explaining is over. Now it is time to build together. I wrote about it for Forbes. Link in comments below.
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Jasmine Enberg shared this𝙀𝙭𝙘𝙡𝙪𝙨𝙞𝙫𝙚: Edits has named its first-ever head, Meta veteran Brett Westervelt. Scalable is the first to report the news. The move comes as Instagram is pushing for more original content from creators. For Meta, more original content means more time spent on its apps and more opportunities for the company to serve ads. Momentum has been good for Edits, which is connected to Instagram. Meta hasn’t shared how many people use the video editing app, but said that during the fourth quarter, 10% of the Reels people viewed each day were created with Edits, almost triple from the previous quarter. But Edits is competing in a crowded market of editing tools, including TikTok-owned CapCut. One big edge that Edits has is that Meta can offer features for free. When Kaya and I talked to Westervelt last week, he didn’t give us much detail into when or how Edits might monetize in the future. But he did use the opportunity to take a bit of a swipe at CapCut. “If you’ve used CapCut recently, it feels like around sort of every corner that you turn, you’re getting this pop-up to try to get you to subscribe and pay,” Westervelt told us. Another strategy Edits has been using to refine the app: Getting the help of creators. The team formed a WhatsApp group with some creators using Edits to get regular feedback. It also invited some creators to Meta’s office in Los Angeles to meet with staffers. Read more of interview with Westervelt, and what we make of Edits’ growth strategy, in today’s edition of Scalable: https://lnkd.in/gypjxPaE
Jasmine Enberg replied to a comment
2d
Max Willens 100%! Also love seeing you continue to give the creator economy the attention it deserves!!
Jasmine Enberg commented on a post
2d
There’s some disconnect here. I took these results as a gut reaction to just how time-consuming and manual so much of influencer marketing still is. That says more about the lack of infrastructure in the industry than anything else.
Especially since the next question showed what parts of influencer marketing marketers don’t want AI to fully automate. And my take is that marketers don’t want to automate the human-centric parts of influencer marketing, like relationships and content, but the operational side, sure.
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Jasmine Enberg reacted on thisIt was a pleasure joining the Scalable Pod with Jasmine Enberg and Kaya Yurieff to talk about content marketing and how our industry continues to evolve. I even got to talk about my love for Cuttino Mobley! Special shout out to Adam Kempenaar for allowing me to borrow the beautiful University of Iowa podcast studio and pretend to be a professional for an afternoon! https://lnkd.in/gZJgVUEYJasmine Enberg reacted on thisNBA teams like the Chicago Bulls are taking more cues from creators these days. We spoke to Luka Dukich, VP of content marketing for the Bulls, who gave us a behind the scenes look at how they approach social media and partnerships with creators. “YouTube needs to be its own focus and it’s almost a separate workstream completely from other social platforms,” he said. That’s because watch time is measured in minutes instead of seconds, and people choose what they want to watch, rather than having content served to them. For the Bulls, focusing on YouTube has meant a lot of testing and learning. They’ve tried everything from documentaries and behind-the-scenes videos about players to an hour-long Spanish language podcast with a former player. It has also meant switching from impressions to watch time to measure the success of their content. Read the full conversation in our newsletter and tune into the full Scalable Pod out now wherever you get your podcasts! https://lnkd.in/ev2zcU93
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Jasmine Enberg liked thisJasmine Enberg liked thisMy latest: I, too, took a run at explaining why OpenAI bought TBPN. To sum it up, this is the peak after months of AI companies using podcasts to gain audiences' trust. TBPN has a really specific audience of tech pros aka potential enterprise customers. But Perplexity is advertising on Ben Shapiro and Theo Von's shows with custom integrations. Anthropic's Claude is being advertised on The Rest is History. There's two different audience segments -- the maintstream podcast consumers who might just want to see how AI is used by their favorite podcaster (who they likely trust as much as or more than other media personalities) and another that's critical business partners who OpenAI can now reach through its own channel dedicated to them. I made a short video about this but there's, of course, a lot more to consider that I couldn't get into, like, this has been the goal of "branded" podcasts forever, to get in front of the right audience. Maybe it makes more sense to buy your way to the audience? Just one of many things I'm thinking about. Let me know what you're considering with this news in the comments!
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Jasmine Enberg reacted on thisMy newsletter just passed 20,000+ subscribers! Here are 20,000 things I learned about building and growing a newsletter on beehiiv:
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Jasmine Enberg liked thisJasmine Enberg liked thisFirst ever SNAPPYS in the books. Adding “award show producer” to my resume. Huge congratulations to all the winners and nominees. What made this especially meaningful was seeing so many talented people across Snap Inc. come together to pull off something as complex as an award show; which is no small feat. From concept to execution, it took creativity, coordination, and a lot of hard work behind the scenes. Grateful to everyone who contributed their time, energy, and expertise to make it happen. Proud to be part of a team that can bring an idea like this to life.
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Jasmine Enberg liked thisJasmine Enberg liked thisNBA teams like the Chicago Bulls are taking more cues from creators these days. We spoke to Luka Dukich, VP of content marketing for the Bulls, who gave us a behind the scenes look at how they approach social media and partnerships with creators. “YouTube needs to be its own focus and it’s almost a separate workstream completely from other social platforms,” he said. That’s because watch time is measured in minutes instead of seconds, and people choose what they want to watch, rather than having content served to them. For the Bulls, focusing on YouTube has meant a lot of testing and learning. They’ve tried everything from documentaries and behind-the-scenes videos about players to an hour-long Spanish language podcast with a former player. It has also meant switching from impressions to watch time to measure the success of their content. Read the full conversation in our newsletter and tune into the full Scalable Pod out now wherever you get your podcasts! https://lnkd.in/ev2zcU93
Experience
Education
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New York University
Bachelor of Arts (B.A.) Journalism
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Double major in journalism and politics with a minor in Spanish
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Skills
Languages
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Finnish
Native or bilingual proficiency
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Swedish
Full professional proficiency
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Spanish
Native or bilingual proficiency
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English
Native or bilingual proficiency
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