A. Giant Marketing Roundup: TikTok Search Shortcut, Creator Earnings Data, New YouTube Features, + AI Tool of the Week

Thank you for taking the time to open this newsletter. Each edition I'll dive into the latest developments in social media and digital marketing. We'll sprinkle a little AI in there as well to help you navigate some of the cutting edge tools.

The goal is to deliver quick hitting, no-bs summaries and takeaways of articles I've been reading recently. I hope you rock with it and enjoy!

AI Tool of the Week at the end.

Here are some of the latest developments in social media and digital marketing this week.

TikTok Prompts Users To Download a New, Dedicated Search Shortcut

https://www.socialmediatoday.com/news/tiktoks-prompting-users-download-new-dedicated-tiktok-search-shortcuts/706730/

• TikTok is introducing a new search shortcut feature aimed at encouraging users to explore more content within the app and potentially boost its role as a shopping destination. ??
• This shortcut simplifies content discovery without requiring users to navigate through different sections of the app, potentially leading to increased engagement and search activity. ???
• The initiative aligns with TikTok's broader strategy to enhance user experience and expand its utility beyond entertainment to include functions like local business search and food delivery. ??
• By facilitating easier content discovery and implementing generative AI search capabilities, TikTok aims to solidify its position as an indispensable platform for its vast user base. ??

Takeaway

As TikTok moves in on Google's search territory, brands should cater their content for discovery and provide relevant information that users are searching for. Understanding search behaviors and keywords will be vital going forward on the platform. Leveraging TikTok's expanded utility beyond entertainment can help businesses connect with users in more meaningful ways, driving discovery and potentially boosting sales through the platform's emerging shopping features.

New Report Shows That 96% Of Online Creators Make Less Than $100K per Year

https://www.socialmediatoday.com/news/new-report-shows-96-online-creators-make-less-100k-per-year/706499/

• The creator economy offers the promise of making money online by pursuing passions and building a community, but new research from Kajabi reveals that the reality is quite different for most creators. ??
• 96% of creators earn less than $100k per year, highlighting the challenges of monetizing content effectively. ??
• While some creators achieve success through brand deals, the majority struggle to generate significant income from this source alone. ??
• Diversifying income streams is crucial for maximizing earnings, with successful creators leveraging five or more revenue sources. ??
• Digital products, teaching, and consulting emerge as high-value income streams for creators seeking financial sustainability. ??

Takeaway

This information provides a unique insight to the creator economy. From a brand perspective, knowing the difficulties of the creator economy can allow you to come up with creative ways to work with content creators for offline partnerships. Rather than solely doing content grabs, try partnering with a creator to produce a product or provide a service that aligns with both of your audiences and create a fair split. This way you create a partnership that is of higher value to your brand and the right partner.

YouTube Adds Playlist Analytics, New Insights to Assist in Content Planning

https://www.socialmediatoday.com/news/youtube-adds-playlist-analytics-insights-assist-content-planning/706246/

YouTube introduces new analytics for Playlists, allowing creators to compare the performance of their playlists side-by-side in the "Content" tab. ??

Creators can now access Content Gap insights in the "Research" tab, highlighting data related to their channel that are not adequately served in the app, aiding in topic discovery to align with search intent. ??

The platform has added features like highlighting top community clips and rolling out scheduled members-only videos to enhance cross-platform engagement and build hype around content launches. ??

With scheduled members-only videos, creators can notify members when exclusive content is available, maximizing anticipation and engagement. ??

Takeaway

YouTube's latest updates offer valuable insights and tools for creators and brands to optimize their content strategy and engage with their audience more effectively. Utilizing Playlist analytics, Content Gap insights, and new engagement features can help tailor content to audience preferences, maximize visibility, and build a loyal fan base. Additionally, leveraging scheduled members-only videos can create anticipation and exclusivity, driving higher engagement and membership retention.

AI Tool of the Week

Nero AI Video Upscaler

https://pcai.nero.com/video-upscaler

Enhance your video up to 4x its original quality with AI