Cameo, the personalized video message marketplace, reports that 31,000 new creators have joined its platform in the past 18 months through its CameoX initiative, generating over 155,000 video messages and millions in bookings.

The platform, which has facilitated more than 8.2 million personalized connections since its 2017 launch, previously limited access to personalities who met specific follower thresholds or received direct invitations. Under the new CameoX policy, introduced in May 2023, the platform allows almost anyone to join through a streamlined verification process.

The platform’s expansion coincided with the 2023 SAG-AFTRA strike, during which more than 1,550 union members self-enrolled within the first 30 days. New creators include NFL coaches, actors Melissa Benoist and Ben Starr, and former Congressman George Santos.

CEO Steven Galanis said in a blog post that the change addresses missed opportunities, including “SAG-AFTRA actors who had applied before landing breakout roles in hit Netflix shows” and “creators before their viral moments on TikTok.” The company reports receiving over 100,000 applications in the past three years from talent who did not meet its previous thresholds.

Cameo shares in the post that one new creator, a puppet character named Mona Nanalan, has generated over $600,000 in bookings since joining in July 2023. The platform has also seen growth in specialized content categories, including astrological chart readings, fantasy football advice, tarot card readings, personalized Q&A sessions, bachelor party invitations, and relationship guidance. To date, Cameo reports generating over $310 million in talent earnings across its marketplace. 

The new onboarding process requires basic information submission, app download, and identity verification, similar to platforms like Twitch and YouTube. The new system allows creators to begin monetizing immediately after verification. The company claims its pilot program doubled new talent enrollment in its first quarter. According to Galanis, the expansion aims to provide additional revenue streams for creators who may not sustain themselves through platform revenue alone.