Business of Creators 💬

The Business of Creators is your comprehensive support guide, giving you the run-down of what’s new across digital platforms, trends to leverage and tools/resources to help maximize your revenue streams.

Hello! 👋 Threads on course to launch for EU users next week. The wait will seemingly soon be over for EU social media fans.

Circle: Creating a community you can be proud of

Say goodbye to the hassle of juggling multiple tools and bring together everything you need to create a thriving community, all under your own brand.

With Circle, you can seamlessly combine engaging courses, discussions, live streams, events, and memberships in one central hub. 

It’s the ultimate all-in-one platform for professional creators, small businesses, and brands to fully own their members' experience end-to-end. 

Available on web, iOS, and Android. 

Start your free trial today!

The creator abandoning his 600k subscribers to start from scratch

In the world of YouTube, Jack Settleman's story unfolded like an intriguing tale of challenges and bold decisions. After building a thriving sport-focused channel on the platform with almost 600,000 subscribers, Settleman surprised many by halting posts on this successful account, delving into a new journey. He embarked on a fresh chapter under the same name, Snapback Sports, creating longer, 10-minute videos alongside related Shorts clips, aiming to capture experiences at sporting events.

The shift in strategy mirrored the struggles faced by creators drawn to the allure of short-form content, epitomized by TikTok. Settleman's initial success with Shorts, boasting almost 200 million views on one video, didn't seamlessly translate to longer formats. Despite their appeal, longer videos fetched only a fraction of the Short's viewership, raising doubts among potential audiences. Experimenting with thumbnails and titles failed to boost views, attributing the challenge to diverse factors, including mismatched content between Shorts and exclusive long-form videos. This led to a bold decision—a new channel—aiming to captivate an audience eager for both Shorts and extended narratives, underlining Settleman's belief in the ascendancy of long-form content in a landscape dominated by fleeting moments.

Driving sales using TikTok’s latest study

In a recent collaboration between CreatorIQ and TikTok, useful insights have surfaced about crafting successful ads on the vibrant platform. TikTok isn't merely a space for content—it's a realm where engaging advertising strategies can flourish. The study's revelations shed light on five key elements crucial for elevating your brand's visibility and influence on TikTok.

1. Capturing attention within the initial moments is paramount. The "hook" of a video, especially within the first six seconds, determines 90% of ad recall impact. Avoid overt sales pitches—instead, seamlessly integrate branding into the narrative, like a creator unboxing a package, to enhance recall.

2. The human touch matters. Creator ads that showcase a face and direct interaction yield significant boosts in brand recall. A genuine connection established through a creator addressing their audience can make all the difference in the ad's impact.

3. Demonstrating the product in action is a game-changer, particularly in beauty-related content. Videos depicting product usage exhibit a remarkable increase in brand recall and purchase intent. Unboxing videos and demonstrations significantly captivate the audience.

4. Leverage auditory and visual elements. Sound and overlaying text significantly enhance ad appeal. Incorporating music amplifies brand recall and purchase intent. Fast-paced content with movement and dynamic cuts tends to leave a lasting impression on viewers.

5. Conclude with a clear call to action. A precise CTA at the video's end drastically amplifies purchase intent, boosting user engagement and conversion rates.

Remember, TikTok isn't just about showcasing content; it's a playground where creativity meets strategy. Implementing these insights can transform your brand's presence on TikTok, cultivating genuine connections and enhancing your ad's effectiveness.

Using a “programmers mindset” to survive as a creator

At the Digiday Programmatic Marketing Summit, Gaz Alushi from Whalar unveiled a revelation: creators hold untapped potential akin to programmatic campaigns. 

Creators aren't just individuals but community architects across media channels, intertwining seamlessly with brand content. Alushi advocates for a shift in mindset, urging brands to find communities aligned with their ethos and engage diverse creators within these spaces, akin to Facebook's evolution in advertising. The key lies not just in amplification but in sustained engagement beyond initial campaigns, a strategy for efficient scaling and long-term success.

Alushi's insight unveils a transformative opportunity in the creator economy. It's not merely about influencers; it's about connecting brands with communities and utilizing measurement tools like Nielsen's predictive ROI to forecast amplification needs. Alushi underscores the need for marketers to adapt, evolve, and sustain creator collaborations, recognizing their power to reshape monetization strategies fundamentally.

Platform round-up

Leverage the latest updates and features across digital platforms to help you get ahead of the game…

What’s new on Meta? 

👉 Threads on course to launch in the EU this week & topic tags are now available to all users

👉 New generative AI features are coming to Facebook and IG 

What’s new for LinkedIn ?

👉Newsletters are getting some upgrades, including new insights on content consumption trends and audience demographics through analytics dashboard.

Relationship between Bard and YouTube is fair for creators?

Google showed off Bard’s new ability to pull deep content from YouTube videos recently, but if the robot is watching YouTube for you, does the YouTube Creator make any money?

Jules Terpak, a content creator who explores digital culture, asked that very question to Bard lead Jack Krawczyk, who didn’t seem to have very much in the way of an answer. You can hear it below at about 18:50.