An Early Adopter On Attracting Digital Talent: A Case Study With Nader Navabi
Nader Navabi brings 20 years of international experience and expertise in the entertainment industry across business management, music, art and fashion. His in-depth industry knowledge and acumen led him to establish Orbiiit as the answer to a substantial gap that he identified in the market. Having previously worked with the BBC, BBC Radio 1 and Fashion TV, Nader has also hosted in excess of 500 large-scale global events, boasting some of the most renowned influencers. In 2020, brands like TikTok and Instagram dominated the digital talent space, especially as the Covid-19 pandemic required many people to stay home. Specifically, TikTok’s short video functionality and Instagram’s “Reels” feature determine how many creators share their art, from the latest dance craze to a recent cover of a hit song. Short-form video content served as more than a top trend this year – it’s the new industry norm. Nader Navabi, CEO of the global talent discovery platform Orbiiit, was an early adopter in the digital talent sphere. Before founding Orbiiit in 2014, Navabi was an event producer, and he took lessons from his experience in events to the digital world, creating a platform where performers, creators, and artists could showcase their talent. Here’s what we can learn from him and his company’s fast-growing platform. 
Monetization meets exposure
As many artists dedicate their time and talent to creating free performances, an opportunity has arisen: How can digital talent use platforms to monetize their efforts and earn an income? On TikTok and Instagram, influencers frequently partner with brands to create sponsored content, but it’s not a revenue stream for everyone. Many artists don’t wish to pair their creations with advertiser demands
This is where Orbiiit comes into play. Like Instagram and TikTok, the app provides a platform for artists and performers to post videos, often in the form of short-form dances or vocal styles. On Orbiiit, creators can enter their videos to win a large cash prize. Judges curate the submissions, and then voting opens up to users. Anyone can create a free profile, and participants can purchase subsequent votes for a small fee. Creators who receive the most votes are eligible to receive a cash prize, ranging from $2,000 to $10,000 or more. Since the winners are not required to participate in a sponsorship, this attracts a more comprehensive range of participants.
While only a small number of entrants will win a prize, all who enter get the chance to be seen by celebrities and industry leaders, leading to greater exposure and the potential for career progress
Expect to see short-form content monetized more often as savvy brands pick up on this trend.
Competition-fueled virality
Videos on TikTok and Instagram “go viral” due to a timely connection to a cultural moment. At live events or entertainment venues, contests are a popular method for engaging an in-person audience as Navabi learned through his more than 15 years as a promoter. Online audiences, however, are more segmented and live moments are increasingly difficult to capitalize on. Additional incentives are required to attract online viewers and potential fans.
Content tied to a voting process tends to gain more engagement and interest. Social media contests are viral as brands navigate ever-changing social media algorithms, but Orbiiit offers a game-changing advantage for brands. To vote for a submission more than once, users must contribute $1 to the contest. Funds go toward the winner’s prize money. Neither performers nor participants have to handle the partnership mechanisms—it’s an integrated part of the contest. Look for more brands to leverage this approach as we continue to navigate the pandemic’s business impact.
Mission-inspired content
Viral videos are entertaining, but can there be a higher purpose behind creating short-form content? Mission-inspired content stands to be a top trend next year, as the COVID-19 pandemic fuels the need to be creative and diligent in supporting charitable causes. Plenty of social media campaigns incorporate a charitable beneficiary, but philanthropic efforts are rarely tied to a contest, serving as an extra incentive to participate. For example, on Orbiiit’s talent platform, users pay a small fee to submit more than one vote. Contest entrants promote their videos, with the additional draw of supporting a particular nonprofit. Ultimately, 20 percent of all profits from each contest are donated to the charity partner.
Orbiiit has donated contest funds to Room to Read, Project Orphan US, CKNW Kids Fund, BC Cancer Foundation, Autism Canada, Sweet Relief Musicians Fund, among others. The company is capitalizing on the popularity of its video contests to serve the greater good – that’s a trend worth following.
Digital talent trends will considerably evolve in 2021. From monetizing short-form content, to viral videos incorporating competitive elements to mission-inspired creation initiatives, keep an eye for more disruptors like Orbiiit.Orbiiit
Technology Inc
http://www.orbiiit.com/
