Business of Creators 💬

Industry latest

🐙TikTok Studio has replaced the Creator Center platform for desktop use. It’s a dashboard for creators to manage video uploads, editing, performance analytics, and other aspects of their TikTok presence.

☕️Sprout Social have released the ‘best times to post in 2024’

🧑‍⚖️The Court of Appeals will fast-track a lawsuit filed by TikTok creators against the U.S. sell-off push, with a hearing set for September. 

💸According to a new report by Epidemic Sound, 65% of creators believe a TikTok ban would hurt their income.

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How can your podcast catch advertisers’ attentions

In 2024, podcast ad revenue will surpass $2 billion for the first time and is expected to exceed $3 billion by 2028. Despite this growth, some advertisers have questions about targeting, measurement, and effective show categories.

To address these concerns, Spotify Advertising launched its 2024 Podcast Trends Tour, an annual report that highlights the latest trends and solutions in podcasting, including insights into Gen Z's content interaction and the increasing role of video in the ecosystem. Here’s our mini-dive into some key trends to take into account:

👉Podfluencers

The rise of multi-channel creators, especially podcast hosts who deeply trust their audience, is outpacing social media influencers, with 63% of people trusting podcast hosts more and 93% of Spotify content engagement leading to ad engagement.

👉Don’t forget your camera kit

Podcasts have evolved beyond just audio, with a 39% increase in daily video podcast streams on Spotify globally, allowing consumers to choose between watching or listening and often switching between the two formats.

👉ART!

U.S. Gen Zers have shown a 23% year-over-year increase in streaming arts-related content, reflecting a unique trend among a generation that faced school art budget cuts but now has a growing appetite to consume GOOD media and entertainment.

Platform round-up

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

🥇With the upcoming Olympics, TikTok has released a 19-page “Summer of Sports” guide to help marketers prepare their Olympic tie-in campaigns and highlight the event's opportunities.

👻Snap has released a plethora of ad updates in the past couple of quarters. To help catch you up, they’ve just released a summary video. 

❌More YouTube guidance on rule violations has arrived - including a new feature that provides creators with specific timestamps of violations in their uploads, allowing them to address demonetization and restriction concerns by identifying the exact policy issues.

Google is losing trust with users thanks to some serious AI search mistakes

Google's new AI Overviews feature that was spotlighted in our newsletter a couple weeks ago was heralded as the future of quick, concise summaries of search results using generative AI. Yet it’s been having a field day this past week after controversy hit the news on its ‘innovative’ responses.

Despite Google's dominance in the search market, the rapid adoption of generative AI by consumers poses a potential threat to its market share and advertising revenue. Maintaining user trust is crucial if Google wants to continue competing in this changing environment. But for now, I leave you with this.