Business of Creators 💬

Stay ahead of the curve in the creator economy...

What do you call a YouTuber who’s really satisfied with life?

A content creator

MrBeast’s snub on X exposes Elon’s mishandling of creators

In the fast-paced world of online content creation, decisions regarding where to showcase one's work are crucial. Recently, MrBeast, YouTube's megastar with a staggering 229 million subscribers, delivered a surprising revelation about why he refrains from posting videos on X. This refusal boiled down to financial viability, with MrBeast asserting that Twitter's monetization model doesn't align with the substantial costs of producing his content.

The underlying message reveals a deeper issue – Elon Musk's struggle to create a monetization strategy that caters to content creators adequately. Watch this interview with Jim Louderback, an expert in the Creator economy, who highlights the importance of platform intentionality for creators. It becomes apparent that each platform offers distinct advantages, and creators must strategically choose where to share their content based on financial returns. Elon Musk's vision of a versatile super app clearly needs a reassessment, focusing on tailored solutions that attract and retain creators rather than aspiring to be a one-size-fits-all platform. 

Revolutionizing content creation with Epidemic Sound's 40,000 music tracks, 90,000 SFX, and the groundbreaking EAR tool 

Epidemic Sound is the quintessential tool for content creators looking to add music and sound effects to their projects. Its royalty-free catalog of 40,000 music tracks and 90,000 SFX eliminates copyright woes or fear of demonetization - hence why it’s the number one destination for some of the biggest creators producing high-quality and professional outputs. 

With Epidemic’s AI tool, Ear (Epidemic Audio Reference), cut down time wasted by highlighting a specific portion of a track you like and EAR will analyze the mood, BPM and genre to find more music that sounds just like it. 

With a vast catalog of genres and vibes, elevate your next project using Epidemic Sound. 

Industry news & events

🎮Pocket Gamer Connects, the leading mobile gaming industry conference returns to London on January 22-23 with over 2,500 attendees from the industry gathering to network, discover, pitch and learn from 200 of the world’s leading authorities. 

🧑‍💻Zuckerberg gave an update of its AI plans on Threads via increased investment in its back-end technology, which could result in some significant new AI elements across its various platforms.

Generative AI in social media, what’s the value?

Despite Mark Zuckerberg doing his utmost best to make fetch happen, the jury is still out on generative AI in social apps. While elements like image generation tools and chatbots such as Snapchat's 'My AI' have piqued interest, many AI tools seem to detract from the fundamental mission of social apps by diminishing genuine social interaction.

In the evolving landscape of digital interaction, are we witnessing a shift where humans may not necessarily be central to conversations? Meta CEO Mark Zuckerberg hints at a future where AI-generated virtual worlds, populated by AI characters, accompany real people. This ambitious vision includes a platform allowing users to create and distribute their own AI characters across Meta's social apps. While this concept has already surfaced in Instagram's back-end code, the implications raise questions about the nature of social engagement and whether creating AI personas aligns with healthy, authentic relationships.

Meta's recent unveiling of AI chatbots infused with celebrity personalities mirrors a broader trend toward non-human interactions within social apps. However, the value of such engagements remains questionable, as the novelty of conversing with celebrity-like bots quickly wears off. The potential dilution of social platforms into arenas dominated by bot interactions challenges the core essence of social media, as traditional human connections diminish.

Meta's strategic push into AI development, combined with TikTok's experimentation with Digital Avatars, signals a broader industry trend. While these AI innovations offer creative possibilities, their integration into social apps is still a work in progress. The search for a killer use case for generative AI within social apps continues, leaving the future of these technologies in the hands of platforms striving to align them with their core purpose – or risk transforming social media into a less human-centric landscape.

Platform round-up

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

🖼️Thumbnail A/B testing option for your YouTube videos is coming soon!

🤝Meta’s new creator management tools provide more ways for agencies to manage their talent across their apps 

🐼Create custom stickers on Instagram using still images and stop accidental posts mid story upload