TikTok to Score Creators, Snapchat's Creator-Brand Plans, Cirque du Soleil's Influencer Network
Lindsey Gamble
Creator Economy Expert | Influencer Marketing Consultant | Strategic Advisor | LinkedIn Top Voice
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News, Insights & Trends
TikTok Launches Direct Post to Enable Uploads from Third-Party Apps
TikTok has launched Direct Post, a new Content Posting API. This API enables creators and social media managers to directly upload videos to TikTok from third-party apps like Adobe (Premiere and Express), CapCut, and Twitch. During the export process in these apps, users will also have access to native TikTok features, including captions and audience selection.
Why It Matters: Direct Post simplifies the content creation process for TikTok users, streamlining video editing and publishing directly from third-party apps. This not only saves time in post-production but also has the potential to increase the amount of content shared on TikTok.
Competitors like Meta have successfully employed similar integrations to boost content on its platforms, including Sharing to Reels. TikTok is likely following a similar strategy to expand its ecosystem.
TikTok is Developing a Creator Scoring System
TikTok is currently developing a new creator scoring system for the TikTok Creator Marketplace (TTCM). This system will provide creators with a score based on a set of industry attributes, which will be developed with input from TTCM users. These numerical scores will be visible on creators' profiles, and include an overall score along with individual scores for each attribute.
Why it Matters: A scoring system allows marketers to make data-driven decisions when selecting creator partnerships. In the past, marketers primarily focused on metrics such as follower count, engagement rate, and content quality. However, these metrics have limitations. With the introduction of a scoring system, marketers will be able assess creators comprehensively, taking into account a standardized set of attributes.
As scores will impact the opportunities available to creators, it is essential that creators have access to their own scores. This not only promotes transparency but also allows creators to identify areas where they can improve their scores, if necessary.
TikTok and Disney Announce New Partnership with a First-of-Its-Kind Content Hub
TikTok and Disney have announced a new partnership to celebrate 华特迪士尼公司 's 100th anniversary. Focused on a first-of-its-kind content hub, spanning four weeks (October 16th to November 13th) and involving 24 regions around the world, this partnership will allow users to:
Additionally, Disney is becoming a TikTok Pulse Premiere publisher, allowing it to split ad revenue with TikTok in exchange for running ads alongside Disney content.
Why It Matters: Partnerships with publishers have become a prominent trend for social media platforms. TikTok has been particularly active in this regard. These partnerships typically benefit all parties involved by offering new ways for everyday users to consume content from publishers, providing creators with access to intellectual property (IP) to use in their content, increasing revenue streams for publishers, and enabling social media platforms to get more premium content that attracts advertisers.
Snapchat Plans to Announce New Ways for Creator-Brand Collaborations
Snap Inc. is planning to announce new ways for creators and brands to collaborate. In the latest episode of Creator Upload, hosted by Lauren Schnipper and Joshua Cohen , Jim Shepherd , who serves as the Director of Global Talent Partnerships at Snapchat joined as a guest.
During the interview, he revealed that Snapchat will be making announcements about creator-brand collaborations at Advertising Week New York (October 16th to 19th). These will include new ways for creators and brands to discover and connect with each other, a "Paid Partnership" label for creators to disclose sponsored content, and the ability for brands to easily amplify sponsored content through paid media
Why it Matters: Snapchat has been increasingly introducing various ways for creators to earn income on the platform, such as its Stories revenue-sharing program, which help creators like Caryn Marjorie earn up to $15,000 per day.
With these upcoming launches, Snapchat will further help creators monetize by facilitating creator-brand collaborations, likely through a marketplace experience. Adding disclosure tools and native paid media solutions for creator content is also notable. The former promotes transparency in these partnerships, while the latter enables brands to extract more value from their sponsored content, aligning with features offered by Meta and TikTok, such as Partnership Ads and Spark Ads, respectively.
Overall, this will help Snapchat play a larger role in influencer marketing, especially for brands that want to reach Gen Z audiences.
Instagram Rolls Out Edit Option and Voice Posts to Threads
Instagram has rolled out a pair of new features for Threads. Firstly, there's a new edit option that allows users to make updates to posts within five minutes of publishing. When posts are edited, there will be an edit icon next to the timestamp but no edit history. Secondly, users can now share Voice Posts. Through a microphone icon, users can share a post or reply with a voice recording, including auto-generated captions that are editable.
Why it Matters: The option to edit a post empowers users to correct typos or enhance their content by adding photos or videos after publishing. The five-minute edit window safeguards against potential misuse, especially for posts that have attracted significant attention.
Voice Posts align with Meta's broader initiative to integrate voice components into its suite of apps, offering an interactive way for users to share and engage, all while improving accessibility.
The features come with the forthcoming launch of trending topics and, a surge of X (Twitter) creators and journalists joining Threads, despite the platform's resistance to amplifying news.
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Meta Introduces New Features for Reels Ads
Meta has introduced a range of new features for Reels ads. Here's a breakdown of what's new:
Why it Matters: These arrive ahead of the holiday shopping season and as Reels continues to gain momentum, surpassing 200 billion plays on Facebook and Instagram. For advertisers, this dynamic and rapidly growing format offers a valuable way to connect with their desired audiences and drive actions.
The new features expand the possibilities for Reels ads, introducing engaging formats like Collection Ads and Multi-Destination Reels Carousel Ads. The Swipe-Left feature enhances the potential to convert viewers into shoppers, and Creative Optimizations and Music options provide advertisers with more tools to optimize and scale their ad content.
Finally, extending Brand Suitability to Reels builds advertisers' confidence and encourages them to utilize this ad format, all while safeguarding their brand.
YouTube Announces Community Posts Feed, Pronouns on Profiles, and Audio Descriptions
During its recent Creator Insider video, YouTube revealed new updates for creators and fans, which are as follows:
Why it Matters: After making headlines with AI tools for creators, YouTube returns with a series of smaller yet impactful updates.
The dedicated feed for Community Posts allows viewers to consume more of these short-form posts that creators typically share in between video uploads. With Stories being phased out and Community Posts becoming more widely available, YouTube seems to be pushing this format more.
Adding Pronouns enables creators to express themselves more effectively and exercise greater control over their identity. Audio Descriptions contribute to increased accessibility on the platform, aligning with the continued priority many social media platforms place on accessibility.
Cirque du Soleil Launches Its Own Influencer Network
Cirque du Soleil Entertainment Group , the parent company for Cirque Du Soleil, Blue Man Group , VStar Entertainment Group , and more, has launched the Cirque du Soleil Artist Influencer Network.
This new network allows brands to collaborate with over 1,500 talents from their various properties for sponsored content. With a combined total of over 35 million followers, these talents come from diverse backgrounds, age groups, and verticals, including onstage performers, stage technicians, and costume designers.
In addition to their regular salaries, talent will receive compensation for their brand partnerships. They will also gain access to educational and training opportunities provided by the company.
Why it Matters: Cirque du Soleil's investment in its own influencer network highlights how companies are launching their own network of creators and tapping into their employees as creators. It also offers valuable opportunities for the company, its brand partners, and its talent.
By facilitating brand collaborations for its talent, the company can enhance brand awareness and exposure, extending partnerships and sponsorships with brands beyond live shows and experiences. This move aligns Cirque du Soleil with others like Paramount and The Arena Group, both of which have recently launched similar initiatives to expand their advertising offerings to brands.
For brands, this means they can tap into this diverse talent pool to reach global and local audiences while also capitalizing on Cirque Du Soleil's traditional touch-points with consumers. For the talents themselves, this provides a way to leverage their social followings, generate more incom, and improve their skills as creators.
Upcoming Event: Influencer Marketing Show Europe (London) (October 26th)
I'll be heading to London later this month to speak at Influencer Marketing Show Europe (October 26th). If you're planning to attend the conference, join me for 'The Creator Economy Challenge: Unleash Your Influencer Marketing Expertise' session that I'll be hosting for Mavrck.
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Connecting creators, brands and fans | Co-Founder @ We Create Popular & Silverfox Management
12 个月Extremely interested to see how the TikTok creator scoring system actually works out - finding a good fit for a brand depends on so many variables. Thanks for sharing Lindsey
Founder of Saulderson Media - the influencer marketing agency you need
12 个月Always on top of the latest in the creator economy! Thanks for the insights.
Content Creator + UGC | Creator Economy Nerd
1 年Great read!! Everyone seems to be talking about Snapchat, just curious what do you think about it? I hear a lot of people talking about shorts and TikTok for additional discovery but I don’t hear much about Snapchat. It’s def a platform I want to start learning more about
Travel Content Creator | Past Partners: American Express, JetBlue, Acorns, Google, Amazon Pay, Visit Amelia Island, Seminole County Tourism, and more! ?? | Covering Florida & beyond
1 年Tons of great info, thanks Lindsey!
Great read as always. Very interesting to see Cirque du Soleil launch its own influencer network. As you point out, it highlights how frontier companies are?launching their own network?of creators and tapping into their employees as creators. With a reach of over 35 million followers within the overall Cirque du Soleil Entertainment Group, resources that would be spent on traditional advertising can be refocused on influencer engagement that is more engaging, authentic, and likely to generate positive network effects for the ecosystem. Smart.