Business of Creators 💬

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

As I am writing this intro, I’ve realized we are just weeks away from the clocks going forward and official Springtime! The trees are slowly blooming, winter jacket weather is fading away and creators are creating❣️

Also, did you watch the Oscars? I was really rooting for Paloma Diamond 

Let’s get into this week’s kick ass edition… 

Industry news

✊TikTok creators are urging 170 million users to fight back in latest potential ban backed by Biden. However, influencers like Remi Bader are unphased… 

😬‘Willy Wonka Experience’ creator apologizes after realizing misleading AI-images led to uproar 

📉“X is seeing record high usage” yeah right! Third-party platform reveals Musk’s white lies 

🧑‍💻More customized, personalized experiences, powered by AI to be the next stage of digital connection, says Meta in latest prediction 

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The best thumbnails for your videos, by the man behind MrBeast’s creations

YouTube recently interviewed Chucky Appleby, the main man behind MrBeast’s thumbnail creations for his YouTube videos. MrBeast once claimed he would spend days on thumbnail and title ideation, paying around $10,000 per thumbnail for his clips and creating up to 20 thumbnail variations for an upload. Now sure, you’re probably not plugging this much dough into your content (yet 😉) but thumbnails really do play an influence in your click-through rate. And if there’s anyone to take some good tips from, it’s sure as hell this guy… 

👉Test, test, test

MrBeast’s team make thumbnail and title ideas sometimes before even shooting a clip. You don’t have to pay crazy amounts of money to do it, but A/B testing a good variety of your images helps make your hypothesis a fact. 

👉Don’t fall into the clickbait trap 

Remember the days of clickbait during peak core-Millennial YouTube circa 2012? Yeah, that’s a death wish now. Audiences hate feeling like they fell for a trap and being misled. Want your audience to come back? Make them trust you. 

👉Consistency 

Pretty obvious right? MrBeast’s face was the staple of thumbnail images from 2019 to make quality videos synonymous with his face. Now you don’t have to do that, but people want to see a well-thought out brand that they recognise, so be conscious of your colors and formatting. 

👉Clear and crisp 

If you need to explain it then it’s probably not going to work. You want your audience to read your thumbnail and immediately know what’s in store. Remember, thumbnails are relatively small so it’s not the right place for granular details. If you’re throwing everything at the wall at an excess amount to see what sticks, then I think you need to practice some restraint. 

Platform round-up

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

🤳A new ’creator targeting’ ad option is coming to X which will enable brands to sponsor selected creator content 

💰TikTok’s subscription packages are expanding to non-live creators in a bid to provide more monetization options to talent 

💡Threads is testing an API that lets you manage your content on third-party platforms 

📈Reddit has announced a new analytics dashboard showing how your posts are performing with audiences for the first time 

🚮Google announces new algorithm update to reduce spam and low quality results 

X’s creator push is just not working

We’ve all been hearing of the numerous pushes for creators to make home on the formerly named Twitter platform. MrBeast’s earnings of 250k was supposed to be a welcoming signal to the industry that monetization can exist yet creators and brands can’t help but feel a sense of the blue balls. There’s plenty of hype on what’s going well, but let’s get things straight and honest, unlike Musk… 

👉Can you name an exclusively X-based creator?

Neither can we and neither can the agencies and brands looking to pay out creators. And it doesn't help that Musk laid off most of X’s creator team, leaving agencies and their creators with no one to contact. 

👉The bar is low

“They might consider Trump a creator” says Amy Gilbert, VP of social innovation at The Social Element. And it’s true, controversial figures have become synonymous with the platform, meaning that many creators that spring to mind on X are usually political figures or comedians with divisive audiences. It’s very much doubtful that brands will be wanting Andrew Tate to be affiliated with their values any time soon. 

👉No one’s asking…

Creator, Sarah Schauer, has more than half a million followers on the platform and is quite active in connecting with their audience. Yet the brand deals she’s striking are usually linking to other platforms, such as TikTok. No brand really sees the true value in exclusively asking for content via X and Schaeur has also mentioned that since Musk has taken over back in 2022, brands have asked her to stop posting there. 

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