YouTube marketing manager shares 5 tips to take a creative career to the next level
Elizabeth Del Valle has advice for creators: form meaningful connections to thrive.
She's held roles at Sony Interactive Entertainment (PlayStation), Google Play, and is now Global Creator Marketing Lead at content behemoth YouTube.
With over 15 years of experience, Del Valle has gigabytes of wisdom, especially when it comes to fostering connections and achieving success in the gaming, tech and creator economy industries. Her expertise along with her passion for advocacy in these spaces, has made her one of our Influential Voices of 2024. We sat down with Del Valle to hear her advice for others trying to grow a career in the gaming and creator economy industries.
What are some key ways to take a creative career to the next level?
Be audience obsessed, stay authentic and embrace experimentation.
When you really understand who your audience is and what they want, you're able to create strategies and content that will truly resonate with them. I don’t mean pandering to your audience. I mean knowing them so well that you can then use your creativity and skills to truly connect with them.
Secondly, make sure your truth and uniqueness come through in the content that you're delivering. At the end of the day, when you're authentic, you're able to build trust and that’s what attracts and retains a dedicated following.
Finally, embrace experimentation. Change is constant, so be flexible. Don’t be afraid to try new things – experiment with new technologies, find different collaborators, try different formats. Trying, and failing, will help keep your work fresh and engaging.
What are ways to continue learning and growing as a creative professional?
It all starts with mindset. I intentionally put myself in places, professionally and personally, that help spark new ideas. For my career, I read a lot of daily newsletters and subscribe to all the things that cover gaming and the creator economy, even if it doesn’t pertain to my current role. Similarly, I find inspiration in my everyday life through books and the community I’ve built with gaming, creator economy and marketing professionals.
How important is collaboration in this space?
We’re all more successful when we have others in our corner. For content creators, aligning with the right collaborators can lead to a more authentic, organic expansion of your audience and your brand.
And as I mentioned earlier, you should always be audience obsessed. Always keep your audience in mind as your most important consideration when collaborating with other creators or brands. When a new video or campaign isn’t authentically you, your audience can tell. When you collaborate with someone who shares your same values and complements your style to create authentic content that resonates with your audience, your work will be better which can lead to growing or maintaining a more engaged audience.
What are some common mistakes that gamers or creators make when trying to grow their channel or brand?
Having inconsistent content strategies, such as sporadic uploads or live stream schedules, can push audiences away. What I’ve seen from many of the creators I personally follow is that they have a consistent content strategy. They very clearly communicate what their audience should expect from them, what their content schedule is, and what their values are, which I’ve seen fosters anticipation and loyalty among their audiences.
Also, not being obsessed with your audience enough is another common mistake. When creators prioritize genuine engagement with their followers, nurture their fanbase (whether it is big or small), and truly focus on delivering high-quality content that their audience would love are essential to the recipe for success.
How do you recommend creatives approach networking within the gaming industry?
I personally wouldn’t be where I am in my career if it wasn’t for the networks of people around me who have guided and supported me. I encourage everyone who is looking to grow in their careers to actively build relationships with other industry professionals because these connections can be instrumental in opening doors and providing mentorship throughout their careers. Attend industry events, engage in online communities, and don’t hesitate to reach out to people you admire.
And, as you grow in those networks, challenge yourself to lead more – be a mentor, participate in conferences and events. It’s easy to connect digitally, especially in our industry, but those events and professional organizations can help you find people and opportunities aligned with your goals.
Creating space for creators
The importance of gaming goes far beyond entertainment, which is why Ally believes in amplifying leaders in the gaming industry while supporting those just starting their careers. Learn about other leaders on our Influential Voices list with Raidiant, and be sure to engage in the gaming and creator space yourself through Ally Arena and Creator Cache.
The views and opinions expressed in this interview are solely those of Elizabeth Del Valle and do not necessarily reflect the official policy or position of any company or organization she may be associated with. The views, information or opinions expressed are solely those of the individuals involved and do not represent those of Ally.
