Business of Creators 💬

Industry latest

💄TikTok has released a helpful guide for beauty brands aiming to maximize their presence on the platform. It offers tips on defining your brand voice, creating engaging content, and strategic planning for your TikTok strategy.

🏅Snapchat has revealed its new strategy for measuring advertising success in the age of digital privacy concerns. Dubbed the "Three E’s" approach, it emphasizes Execution, Experimentation, and Evaluation to help marketers track performance effectively while respecting user privacy. 

📣Instagram has debuted a new interview series called "Creator POV", where Instagram developers engage in discussions with various IG creators. The inaugural episode features comedy creator @ezee in conversation with Instagram chief Adam Mosseri. They delve into platform strategies, new features, the effectiveness of videos versus photos, fostering positivity, and other pertinent topics.

😕In the latest for TikTok’s somewhat desperate attempts to fight back its ban, the platform is highlighting its economic influence in specific U.S. states to underscore its value to American businesses.

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What does Google’s new generative AI announcements mean for creators?

Google recently unveiled a rolodex of groundbreaking AI features at its I/O conference. What does this mean for creators? Here’s a snapshot low-down:

👉Gemini stands out as a game changer in how users interact with search engines in the future. It promises to change how we access information and to deliver more personalized and contextually relevant search results by leveraging generative AI. Whilst this advancement enhances user experience, it poses profound implications for content creators, who must adapt their strategies (especially rethinking traditional traffic referral and SEO) to ensure visibility and engagement in this new AI-driven landscape. But it does open up new opportunities for content creators to connect with their audiences. 

👉AI Overviews offers creators insights into user behavior and preferences, enabling them to tailor their content to meet evolving demands effectively. Creators can optimize their content strategies to resonate with their target audience and drive meaningful engagement.

👉Generative AI tools like Imagen 3 and Veo look to harness some exciting content creation capabilities. These tools equip creators with the means to produce high-quality visual content effortlessly. You can generate detailed images and create video clips from text prompts.

As creators look to embrace some of these innovations, we’ll be keeping a close eye on two questions - will it enhance the creator landscape or create more complexity? Only time will tell on its impact. 

Platform round-up

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

➕TikTok is adopting another feature from Instagram with the introduction of its own "Collaboration" feature. This new option will allow users to tag collaborators on a post, linking their profiles to the post details.

👥Instagram is broadening access to its creator marketplace, allowing brands to find creators to enhance their messaging to targeted audiences within the app.

YouTube CEO calls for YouTubers to be considered for the Emmys

In a recent opinion piece published in The Hollywood Reporter, YouTube CEO Neal Mohan advocated for YouTubers to be considered for traditional TV awards like the Emmys arguing that top creators are no longer just bedroom vloggers but are instead running professional operations with writers' rooms, production teams, and strategic business plans. With YouTube surpassing traditional TV as the top streaming platform in the U.S, it poses the questions whether YouTubers should be recognized alongside traditional TV content due to their significant cultural impact and growing role in entertainment.

However, there are debates over whether YouTubers' content production processes align with traditional TV standards and whether views alone equate to award-worthy material. While some argue that considering YouTubers for traditional awards would dilute their prestige, Mohan contends that recognizing creators is essential for honoring modern culture and bridging the gap with the next generation of viewers. Online media continues to overshadow traditional sources, we know that for sure, so why not give YouTubers the deserved acknowledgment for their contributions to the evolving landscape of entertainment?