Creators, Take Control: Smosh & Kiswe’s SXSW Panel on D2C Success

At this year’s SXSW, Kiswe’s Priscilla Lau and Smosh CEO Alessandra Catanese took the stage to deliver an eye-opening session on why creators should diversify their revenue streams by going direct-to-consumer (D2C). The panel wasn’t just a discussion—it was a roadmap for creators looking to break free from platform dependency and build lasting, profitable relationships with their audiences.

The Creator Dilemma: The Social Media Double-Edged Sword

Priscilla and Alé kicked off the conversation by addressing a reality that every creator knows too well: while social media platforms provide access to massive audiences, they also dictate the rules. Algorithm changes, shifting monetization policies, and platform instability (as seen in recent TikTok news) leave creators vulnerable. Even with millions of followers, creators don’t truly “own” their audience relationships—platforms do.

Smosh, one of the most recognized digital comedy brands, found itself facing these challenges. That’s why they turned to Kiswe in 2022 to launch their own ticketed livestream events—taking control of their content, audience, and revenue streams.

How Smosh & Kiswe Built a Thriving D2C Model

During the panel, Alé shared how Smosh’s first ticketed livestream with Kiswe was a game-changer. By launching live.smosh.com, they created a branded hub where fans could buy tickets and stream exclusive events. Their early experiments with livestream formats provided invaluable data on what drove engagement and sales.

As Smosh continued to iterate, events like Anthony’s Funeral and their Sitcom events not only saw a significant jump in ticket sales but also higher customer satisfaction. Their secret?

• Gathering data from each event to refine future content.
• Collaborating with Kiswe to develop interactive features that increase engagement and repeat purchases.
• Building a direct database of their most passionate fans, allowing for deeper community connections.

‍The Power of Owning Your Audience

One of the most compelling insights shared during the panel was how Smosh’s D2C platform has reshaped their fan engagement. Nearly 50% of all impressions on their site come from direct traffic—fans actively seeking out content rather than relying on algorithms. Even more impressive, almost half of ticket purchasers return for multiple events, proving that when you deliver value, fans stick around.

Additionally, Smosh’s VOD campaigns have allowed them to repurpose content and generate revenue long after live events conclude. And with their growing D2C audience, they’re now exploring options like premium pre-recorded content and potential subscription models.

The Future of Creator-Led D2C Platforms

Priscilla and Alé wrapped up the session by looking ahead. Smosh is now scaling its D2C efforts—expanding live event formats, while at the same time growing in-person audiences, and testing new monetization strategies. But their story is just one example of how creators can thrive beyond traditional platforms.

For any creator looking to break free from social media’s unpredictability, Smosh’s success with Kiswe proves that going D2C isn’t just an option—it’s the future.

A Fantastic Time at SXSW

Beyond the panel, SXSW was an incredible experience for the Kiswe team. From connecting with industry leaders to seeing firsthand how creators are shaping the future of entertainment, the energy was unmatched. We had great conversations, gained new insights, and, most importantly, had a blast sharing how Kiswe helps creators take control of their content and community.

If you’re interested in a deeper dive into Smosh’s journey and how they successfully transitioned to a D2C model, check out our latest Smosh Case Study for exclusive insights, key takeaways, and data-driven results.

If you’re a creator looking to build your own D2C strategy, we’d love to chat. Let’s build something amazing together.