Content creators must solve business problems, not just produce viral videos. This key principle emerged as John-Marc van Wyk‘s main insight from this year’s Creator Hub, where he challenged both creators and brands to move beyond transactional relationships. At the event connecting content creators with businesses, John-Marc presented a practical framework that positions creators as problem-solvers rather than promotional channels.

“I was like, ‘What is your biggest issue that you are dealing with as a company? I’m going to study your audience. Who are you trying to sell to? What’s the product?’” John-Marc says about his approach to brand partnerships. “Then I will come up with a solution on who they are, where they live, location-wise, what content they will consume, what they find interesting and funny. And then I’ll create content around that.”

This philosophy of mutual exchange shapes John-Marc’s approach to content creation, representing a methodology that has helped him garner millions of followers across Instagram, TikTok, Snapchat, Facebook, and YouTube (1.3M subscribers).

Where Content Meets Commerce

The Creator Hub event, held in Orlando, Florida, at the JW Marriott Bonnet Creek Resort, brought together content creators and businesses looking to bridge their expertise gaps. John-Marc, speaking on a panel with his manager and fellow creators, addressed the gap between creative talent and business strategy.

“They basically get a bunch of businesses that don’t know how to make content, and then they get a bunch of content creators that don’t know how to do business, and then they put us in the same room,” John-Marc observes about the event. “So it’s a really fruitful time and very beneficial.”

His panel focused specifically on brand partnerships, challenging the prevailing one-and-done approach to creator collaborations. “So many brands are like, ‘Oh, here’s $10,000. Do a brand deal, one video,'” he says. “Why one video? Why don’t we do six videos so I can build trust with my audience and your brand?” 

He emphasizes the importance of multiple touchpoints, noting, “Most people won’t purchase something after one look. They normally scientifically purchase something after seeing it nine times.”

A Content Strategy Built on Human Understanding

John-Marc’s Creator Hub insights stem from his deeper approach to content creation, one that prioritizes understanding audience psychology over chasing algorithm trends.

“I normally refer to myself as a content creator, but it’s a little bit deeper than just making funny videos,” he says. “I focus on creating storytelling and studying the human condition. My biggest focus is actually learning how to strategize on learning how people think, how they create, and how they connect.”

By studying these human patterns, John-Marc crafts content designed to resonate emotionally, whether for his own channels or those of his brand partners. This approach allows him to move beyond surface-level engagement metrics to establish connections with viewers.

Tapping Into Personal Struggles

The strategic approach John-Marc presented at Creator Hub was shaped by his own journey through the creator economy, marked by hard-earned lessons.

“I started social media at the age of 13, and I got my first 10,000 views at 17. So I took four years of creating content every single day before I got 10,000 views,” he told attendees. This perspective provided valuable context for creators who were frustrated by slow growth or algorithmic challenges.

His greatest test came during the COVID-19 pandemic when TikTok’s algorithm shifted dramatically toward everyday users rather than established creators. “I was uploading, I think, six videos a day. I think I have about 3,000 videos on my account at the moment,” he says. “And there was one day when I uploaded 138 videos in one day. And not one of them went viral.”

This six-month struggle, during which he couldn’t break 50,000 views despite regularly hitting millions, culminated in a profound personal transformation in August 2020. Following what he describes as a spiritual breakthrough, his content suddenly regained traction. “I was gaining a million followers a week for seven weeks,” he shares.

The Need-Solution Framework

Throughout Creator Hub, John-Marc consistently returned to his core principle: “Find a need and solve the need.” This concise formula underpins his advice on both content creation and brand partnerships.

“What you want to come to know and understand is what someone is dealing with, what is the issue, and then how can you solve that for them,” he advised creators at the event. “Find out what people’s problems are. Create content around either you solving the problem or you experiencing the breakthrough of the problem.”

For brands, this same principle applies to how they should approach creator partnerships. Rather than viewing creators as mere distribution channels, John-Marc encourages businesses to see them as strategic problem-solvers who can help identify and address customer needs through genuine content.

After his panel, several attendees approached John-Marc for personalized advice. “I did have a few people come up to me and [tell me what] their biggest issues were. They tell me what they are doing and then they’ll say, ‘How can we do this better?'” he recalls. His responses focused on helping creators narrow their focus to build more consistent engagement.

“So many people don’t network. That shocked me because this industry is all about who you know,” he observes of Creator Hub attendees. Rather than focusing exclusively on panel sessions, John-Marc balances learning with intentional relationship building.

“I get very specific on, ‘Okay, I want to receive, I want to give, I want to receive, I want to give,’” he explains of his networking mindset. “I strategize which talks are going to bring value to me, and if not, I want to give value and connect by building deeper relationships with the people around me.”

Future Directions

Fresh from his event experience, John-Marc is applying his insights to new ventures, particularly in long-form YouTube content. After regaining monetization on his 1.3M-subscriber channel following three years of demonetization, he’s using the connections and strategies from the event to build a more stable content operation.

“My main goal right now is to create long-form videos and to build a team,” he shares. “I want to build a great team behind me so we can take things further and progress faster. Many people are focused on being a lone wolf and thinking, ‘I can do everything myself,’ but that goes against everything – history, science, and common sense. Rome wasn’t built in a day, and definitely not by one man.”

His first major long-form project explores nostalgia, asking whether today’s screen-focused children can truly experience the nostalgia that comes from being present in the moment. “Nostalgia is created by memories of genuine passion and being present,” he explains. “We, kids and adults, are actually missing out on nostalgia because nostalgia is only created by being present or by experiencing something created by someone passionate about their creation rather than creating it for a quick money grab, movies, products, songs, etc.”

The Return on Giving

When reflecting on his Creator Hub participation and broader creator journey, John-Marc identifies a consistent theme: the power of giving over receiving. “The most rewarding aspect of my career? I think it’s giving back. It’s one thing to gain the world, it’s another to give it back,” he says.

This philosophy shapes his approach to both content creation and industry relationships. “I’m very thankful for being able to approach everything in humility and in a sense of giving back. So I love giving back. I love sharing. I love helping other people grow.”

“I’m in a grateful position, because of my numbers and my audience, that people can receive from me more easily because I have credit for what I say,” he acknowledges. “And to me, that’s my biggest privilege – to give back.” 

Looking ahead, John-Marc is intentional about the partnerships he wants to build. He’s focused on working with brands that share his vision for storytelling, impact, and long-term growth, collaborations rooted in strategy and trust, not just transactions. “I want to partner with brands that aren’t afraid to dream bigger, to tell stories that resonate, and to create something unforgettable,” he concludes. “If we share that vision, I’d love to connect and explore what’s possible.”