Shed No Tears for Zach King, Twitter Does the Right Thing, and Much More

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Hello from Abu Dhabi! VidCon Abu Dhabi starts in just three days, and we’re so excited to bring an amazing show to MENA. If you are anywhere near here, come join us –– tickets are available for purchase on site!

Here’s what’s new and what caught my eye this week:

20 Million Weekly Views = $61 on TikTok: At least, that’s what Zach King makes. The popular TikToker, YouTuber, Instagrammer (and ex-Viner) shows off his TikTok analytics for everyone to see. This is just a sample of one. But it’s another data point in the growing mound of evidence explaining why a unit of TikTok is worth so much less than that of YouTube, Instagram, and other social platforms.

Twitter Does the Right Thing: Qualitative and quantitative research — and trusting the results — should be part of your essential business toolkit. Yet the larger social platforms seem to believe the former but not the latter. Props to Twitter for using research to figure out how to make its platform safer, more balanced, and more ethical as well. Casey Newton, in his excellent newsletter Platformer, explains how Twitter used research to successfully shape its AI and algorithms, and at the same time berates those other platforms that have failed thus far.

Beginner's Guide to Cryptocurrencies: Understanding crypto and Web3 are essential for you to profit from the changes happening in the creator economy. Peter Yang does an outstanding job explaining the many confusing topics in ways that anyone could grok. This is part two of his three-part series, and it’s worth reading. We highlighted part one a few months ago on Web3 terms — and part three covers crypto wallets.

Interesting Take on the Creator Economy: You’ll see a zillion predictions for 2022 over the next few months. Jason Kint, CEO of Digital Content Next is among the first with a look at what really matters for media policy in 2022. The DCN org is focused on traditional media companies, so it’s no surprise he’s down on Facebook. And even though he lambasts Big Blue’s attempts to woo creators, Kint is more concerned with the big social platforms and top VCs attempting to wrap the “creator-first” flag around their land and money grabs. It’s a cautionary argument and reminds us all to be vigilant in putting creators first –– and skeptical when the establishment tries to co-opt the move from participation to ownership.

QUIBIS:?

• Props to Facebook for testing ways to make the feed less polarizing. I hope some of these experiments pan out.
• You’ve likely already heard about Weta selling out. Ben Thompson explains what’s really going on.
• Deconstructing the stack that helped make Airrack’s recent Xtreme Pong tournament such a success.
• Instagram adds TikTok-like text-to-speech and voice effects tools to Reels.
• Great news for OG creators The Fine Bros as they conjure up a well-deserved payday for React Media. And to friend of VidCon Matt Gielen, who adds their studio to his growing empire.
• Congrats to Shavone Charles, too. TikTok is lucky to have her in such an important role running diversity and inclusion. Loved working with her while she was at Instagram!
• Disney partners with TikTok for official text-to-speech voices from Stitch, Chewbacca, Rocket Raccoon, and more.
• A new recipe website promises to help creators actually get paid for their work.
• Snap’s deal with Sony Music means it now partners with all three major music labels.?
• Racket raises $3M for short-form audio clips.
• The making of an accidental TikTok Hunk.

This Week at VidCon Now:

• TUESDAY: Join the founder of the Pensole Lewis College of Business and Design, Dr. D’Wayne Edwards, to learn more about the vision for PLC to become the nation’s first HBCU to ever re-open. Watch it live at 12 PM (PT) at?live.vidcon.com.
• TUESDAY: So you want to be a creator? Join Edelman’s team of influence experts for an hour-long workshop covering the basics of building your personal brand, finding and vetting suitable brand partners, and the wide world of content development. Watch it live at 3 PM (PT) at?live.vidcon.com.

Tip of the Week:?This week’s tip comes from Hannah Goldberg-Morse, Director of Social Impact at MTV (one of our sister divisions at ViacomCBS)!

Working in the social impact space within the entertainment industry, I've found that content resonates most deeply with viewers when a creator is highlighting a topic they're authentically passionate about or communicating based on their own lived experience. Authenticity, vulnerability, and purpose — whether you're behind the camera or in front of it — are critical in developing a deeper and more sustainable relationship with your audience.

What We’re Watching:?

• This is more listening than watching, but Patreon CEO Jack Conte has a new podcast and Li Jin was last week’s guest.?So worth listening to.
• Taylor Swift did it again by?reclaiming ownership of her album?Red.?The?Swifties celebrated!
• Are you in the mood for some?Bloody Mary deviled eggs?
• Here’s a funny?Miss Piggy meme?that might be relatable this holiday season.

Shameless plug time — come work with us at VidCon! We’re?hiring a marketing manager.

See you around the internet, and feel free to share this with anyone you think might be interested, and if someone forwarded this to you, you can sign up?on our website at?VidCon.com?— scroll down and select “VidCon Weekly Industry Highlights."

Jim