The Clapper App – Clickworthy or Cringey, YouTube vs TikTok New Ad Formats, Content AI Labels, and More!
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?? IS THE CLAPPER APP ‘TIKTOK FOR OLD FOLKS’ OR CONSPIRACY THEORISTS?
Clapper, the "TikTok for older folks," has gained popularity with over 300,000 daily active users. According to Tubefilter , Edison Chen wanted to create a space for the older generations to feel more comfortable. It’s a place where “The parents of TikTok users can express themselves.” Although the app has a controversial past as a "free speech" alternative attracting right-wing conservatives and conspiracy theorists, it appears to be rebranding for an older demographic. Despite fitting the target age group, we did not find the app appealing, as something about it felt off to us.
??YOUTUBE & TIKTOK ANNOUNCE NEW ADVERTISING OPTIONS
At IAB NewFronts, YouTube and TikTok unveiled new advertising options. YouTube is expanding Shorts into Video Reach campaigns, using AI to find the best package of ads across the platform, enabling brands to reach new audiences and improve campaign performance. Meanwhile, TikTok is expanding its Pulse program with the introduction of Pulse Premiere, designed "to give advertisers control and predictability by placing their ads directly after content from premium publisher content." Partners include Condé Nast , Dotdash Meredith , Hearst Magazines , MLS, NBCUniversal , UFC, Vox Media , and WWE. This underscores the different approaches taken by the two platforms, as YouTube aims to empower a diverse range of content creators, while TikTok appears more focused on aligning with traditional media organizations.
??YOUTUBE MOBILE UPDATES: EXPIRING POSTS & TAGGING PRODUCTS
YouTube recently launched expiring posts, allowing creators to set a 24 or 72-hour expiration time for community posts, currently available on Android and iOS. Expiring posts can be utilized for limited-time announcements, such as special merch discounts. These posts can be accessed under the community tab's archived option, with plans to add resharing functionality in the future. Additionally, YouTube expanded the ability to tag and pin products on mobile devices during live streams, previously available only on desktop. This move could boost live shopping opportunities for creators and their audiences.
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?? TIKTOK IS DEVELOPING A SPECIAL LABEL FOR AI CONTENT
TikTok is developing a special label for creators to indicate if their videos were AI-generated, akin to disclosing video sponsors. However, the effectiveness of this measure is uncertain, as the rapid advancement of technology may outpace attempts to regulate it. Creators may not voluntarily flag their videos, leading platforms to engage in a potentially futile "whack-a-mole" effort focused on labeling, demonetizing, or deleting AI-generated content. This is a hard problem to solve, and likely this is the first measure by TikTok.?
Jim has gone sci-fi and laid out a futurist concept for using biometric information as the metadata for content. While this could help determine if a human generates content, it could also lead to platforms having access to even more personal data about creators.?
?? TOP JOBS FOR CREATORS ON JOB FORUM YTJOBS
YTjobs, the YouTube job board created by Paddy Galloway , has seen over 2,000 job postings, reflecting the growing demand for various roles in the creator industry. The most common positions include Video Editor (49.8%), Thumbnail Designer (19.3%), Scriptwriter (11.2%), YouTube Strategist (6.5%), Creative Director (4.8%), YouTube Producer (4.8%), and Channel Manager (3.6%). This trend may indicate the types of jobs creators prioritize outsourcing as they expand their businesses. Interestingly, the top three positions are also the ones most likely to be impacted by AI advancements in the future.
?? BYTEDANCE SENSITIVE WORD LIST INCLUDES TIKTOK TERMS
Forbes recently uncovered a ByteDance sensitive words list, which includes TikTok suppression terms, raising concerns about censorship and transparency. The list contains phrases such as "TikTok Japanese Comments Suppress Words," "TikTok audio sensitive words in Tibet region," and "TikTok government affairs media topic vocabulary." Over 50 lists with the word "TikTok" or "U.S." in the title were discovered, and internal materials indicate that TikTok employees accessed the tool within the last year. This revelation is not a good look for the platform, as TikTok continues to face potential ban threats due to its connection with ByteDance.
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I coltivate my brain to ?? for audience. Strategy & tronscreator.FreQuotes.
1 年I like this point, that sounds good.
Let's talk content creation | Co-Founder & COO @ CreatorPad
1 年Woooaaaaaaah the "sensitive words list" is absolutely insane... I gotta take a deeper dive into that one, thank you for sharing (and thank you as always for another killer issue??)!!
Next Trend Realty LLC./ Har.com/Chester-Swanson/agent_cbswan
1 年Thank you for Sharing.
work at Warner Bros. Entertainment
1 年Love this