Business of Creators 💬

Trend alert: these AI celebrity videos created on Viggle have exploded on X this week. Expect this to blow up into many lore and core spaces. 

Industry latest

📉Whilst TikTok and YouTube maybe encouraging creators for longer form content, Instagram’s CEO, Adam Mosseri, recently disclosed at a creator event that IG Reels over 90 seconds will reduce your reach. They did, however, point to share rates as a key driver for reach.

☀️Summer is on the way! And Pinterest have recently unveiled their list of rising trends of the season in fashion, beauty, home decor and food. 

TikTok has launched a new Change Makers Program to support and highlight creators and non-profits that are making a positive impact on their communities through their TikTok content.

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TikTok drops new features set to scale content development

In case you missed it, TikTok kicked off its 4th annual World product summit this week. It’s where the platform introduces new solutions for the likes of creators and marketers to enhance their content and connections. This year - they’ve upgraded their AI creator tools, added better ad automation and introduced new ad formats. Here’s your snapshot summary: 

👉TikTok Symphony 

TikTok is introducing a "creative AI suite" called "Symphony" for ad partners, which combines all its existing AI tools into one platform. This suite will help with writing scripts, producing videos, brainstorming ideas, and generating video promotions from existing assets. While the individual features aren't new, Symphony makes it easier to access and use them all in one place.

👉TikTok One

"TikTok One" is set to replace its current Creative Center, adding new creation tools and centralizing access to TikTok's features. Brands can use this one-stop-shop to connect with creators, production partners, and insights, including the TikTok Creator Marketplace and TikTok Creative Challenge. With nearly 2 million creators and top agency partners available, advertisers can easily manage and scale their campaigns with a single login. It’s set to be available later this year.

👉Predictive AI, TikTok Shop, “Unified Lift” & more

• Predictive AI and machine learning tools are being enhanced to improve ad targeting, aiming to boost campaign results by selecting the best creative assets, audiences, and timing based on advertisers' goals. 

• Marketing optimization for TikTok Shops is being introduced, automating bidding, budgeting, ad management, and creative processes.

• "Unified Lift" is launching to combine its existing campaign measurement tools, offering a comprehensive view of campaign performance with Brand Lift and Conversion Lift Studies.

• Two new ad products: "Interactive Add-Ons for TopView," which adds pop-out elements and countdown stickers to TopView campaigns, and "Duet with Branded Mission," allowing brands to invite creators to Duet with their Branded Mission videos to increase engagement.