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A 15-second clip of a creator reviewing a niche indie game can go viral, leading to coverage on gaming news sites, trending status on Twitter, and eventually, a surge in sales. This is the "link" in action: A creator makes something relatable.

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: These outlets link the business side of entertainment (casting news, box office stats) with the content consumed by the general public. Google Trends A 15-second clip of a creator reviewing a