Business of Creators 💬

Industry latest

🎙️ At VidCon, Meta recorded a live version of its podcast "Close Friends Only", featuring Reece Feldman and Storm Reid, who shared tips on using Instagram to connect with audiences and build followers.

🎂 Threads reaches one years old raking in 175 million users.

📉 Adweek reports that overall TikTok ad spend declined in April and May, with four major advertisers significantly reducing their focus on TikTok ads.

Platform round-up

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

➕ TikTok now allows creators to download their videos without a watermark if they post them on TikTok first, facilitating easier repurposing on other apps.

Top 5 TikTok trends of 2024 so far

We are already halfway through the year (?!) and we’re reminiscing on the biggest trends that stormed into the zeitgeist: 

5️⃣ Pop girl summer 

4️⃣ Can you watch my puppy for a minute? 

3️⃣ I’m looking for a man in finance, trust fund, 6’5, blue eyes

3️⃣ The Four Seasons Baby

2️⃣ ”We’re ___, of course we ___”

How the early days of MTV remind me of today’s creator economy

When MTV debuted in 1981, it was dismissed as a gimmick, with critics doubting its longevity. However, MTV not only survived but became a cultural powerhouse, launching music careers and reshaping music, television, and global culture. MTV directors like David Fincher, Spike Jonze, and Michael Bay transitioned to successful movie careers, captivating young audiences—a feat mirrored by today's digital creators.

Just as MTV revolutionized music consumption, creator marketing is redefining how people discover brands, make purchases, and build communities. Data shows audiences are shifting from traditional media, with 2023 marking the first time people spent 30% more time on social media than watching TV. Despite the creator economy's potential to reach half a trillion dollars by 2027, mainstream creatives and marketers still undervalue creator-produced content compared to traditional TV commercials. The creator industry's challenge is to shift this perception, as the momentum of transformation is undeniable.

At the Cannes Lions International Festival of Creativity, a significant shift saw more marketers embracing the creator economy. Creators like Yes Theory, Mr. Ballen, Robyn DelMonte, and Alix Earle featured prominently, with the festival dedicating a "Lions Creators" track, highlighting creators' growing importance in advertising. Cannes Lions also featured global creator marketing experts like Victoire Binet, Caspar Lee, Zack Honarvar, and Ashley Cole Seidman, discussing the synergy between creators and brands. The trajectory of creator marketing mirrors MTV's journey from skepticism to cultural dominance. By valuing creators' unique contributions, the industry can drive brand success and cultural relevance. The transformation is underway, and those in the marketing industry must adapt or risk being left behind.