Snap Rewards Creators the Right Way, TikTok Leans into Originators, and Meta Discovers Rawthenticity
Jim Louderback
Creator Economy Sherpa | Award Winning Curator, Moderator & Speaker | "Inside the Creator Economy" Newsletter | Board of Director | Geek
Hi everyone from beautiful Abu Dhabi! Here’s what’s new and what caught my eye this week:
Snap Rewards Creators the Right Way: Call me old school, but I still think the best monetization schemes share revenue directly. Creator funds make sense in limited ways –– promoting something new, rewarding underserved communities, and incentivizing behavior. However, the majority of the time they are sops without truly fair or significant revenue allocation. That’s why Snap’s new monetization option (in limited testing) seems so refreshing and new. Sure, you have to be a “Snap Star,” but profiting directly from ad views driven by your content seems far more democratic than hoping you get tapped into belonging to an exclusive “fund.”
A Web3 Success Story: You've seen a fair bit of Web3 bashing here over the past couple weeks. Rightfully so, but recently I did a podcast with Bradley Miles, CEO of Roll, and he asked me for my favorite positive token/crypto story. Until last week’s Joma Tech story, I had nothing. But now I've got two. The second? How basketball influencer Professor is using his new $Cross token to give back to the community –– and the world. Roll’s admittedly self-serving story has all the details. Plus, Chris Dixon refutes some recent Web3 criticism in a new thread.
TikTok Leans Into “Originators”: Two weeks ago, we talked about how TikTok fuels much of today’s emerging trends. But who starts those trends on TikTok? We might find out soon, as double-T now encourages creators to credit trendsetters on TikTok by tagging handles or using “ib” or “dc” tags. A good start, but how cool would it be if TikTok used its algorithmic genius to automatically surface an “Originator” for you? That would really accelerate their hope for a “culture of credit”!?
Meta Mines Data to Uncover Trends: Predicting the future is big business –– if you get it right. Meta is back with their 2022 trends report that encompasses on-platform conversation analysis, a broad global survey, and “data triangulation and expert analysis” to uncover things you need to know. Sure, it’s filled with fun new words like “Flexiwork,” “Cryptoinclusion,” “Techquilibrium,” and “Rawthenticity” (I just threw up in my mouth). But it also has good advice about combining trends, connecting experientially, and bringing creator collab principles into the broader business world. Worth a read.
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This Week at VidCon: Want to know more about Web3, creators, and NFTs? Come to VidCon this June! You’ll get to hear Zhenni Liu of MaC Venture Capital and Rex Woodbury from Index Ventures share their secrets to discovering and investing in Web3 companies, along with Jade Darmawangsa of X8 Media and Mickey Maher of Dapper Labs, who’ll explain why brands and creators need to lean into NFTs. We just released the first group of speakers and sessions, and you’ll find more ideas, strategies, and secrets to grow your business in two days in Anaheim than anywhere else all year. Check out the partial agenda and buy your tickets today!
Tip of the Week:?This week’s tip comes from Micah Malinics, Executive Producer at SOKRISPYMEDIA:
?You need to utilize data and technology to improve, inform, and automate decisions to improve your work. Not enough people / creators in the industry understand the power of the tools they have access to.
What We’re Watching:
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 Insights.”
Jim
Bachelor of Commerce - BCom from Nizam College at Hyderabad Public School
2 年????
Marketing Consultant
2 年After all the call out that spread across platforms I figure Tik Tok would "lean" into the originators. I doubt they will do anything very different. We'll see in a few years the results. Snaps way of doing this seems better. I wasn't very fond of these creator funds. They look and act too much like the great fake "equity and inclusion" funds. I hope that keep going in the direction that they are with the testing. Maybe other platforms will follow suit?
Creator Economy Sherpa | Award Winning Curator, Moderator & Speaker | "Inside the Creator Economy" Newsletter | Board of Director | Geek
2 年Got to walk around Sunday. Was beautiful.