YouTube’s BrandConnect Going Self-Serve, Super Bowl of Creators, TikTok’s Creator Fund 2.0, and Creator Research Galore!
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YOUTUBE TESTING A SELF-SERVE INFLUENCER PROGRAM
According to Business Insider , YouTube's influencer marketing service, BrandConnect, may be transitioning from a hands-on program to a self-serve model. BrandConnect initially matched brands with creators for paid campaigns, but it was more of an invite-only service for large creators. The new self-serve pilot program allows creators to receive offers directly from advertisers and support payments within the platform. TikTok and Instagram already have similar services. This move could level the playing field and create more opportunities for smaller creators to participate in influencer marketing campaigns.
NOT QUITE THE SUPER BOWL OF CREATORS
The Super Bowl wasn’t quite the Super Bowl of creators we expected, but this year we saw more creators and creator-led businesses get involved. From Logan Paul and KSI's drink company PRIME to TikTok's exclusive live stream event, more brands partnered with creators for campaigns leading up to the big day. State Farm teamed up with Khaby Lame for an interactive guessing game, while Doritos worked with Tay Bloomer on a dance challenge. MrBeast even had an unexpected guest appearance in a Super Bowl ad. With more creator platforms embracing the event, we can expect to see even more collaborations between creators and brands in the future.
Additionally, Phil Ranta ’s post sparked quite the rant about whether or not Rihanna should have been paid for her halftime performance. At least, we can all agree that Rihanna is an entrepreneur who will turn her performance into big money for her brand. Creators should be taking notes!
TIKTOK’S CREATOR FUND 2.0 & PAYWALLS FOR CONTENT
TikTok is reportedly working on a new version of its Creator Fund, dubbed Creator Fund 2.0, which aims to pay creators more than the original fund. However, there may be higher eligibility requirements, with reports suggesting that creators will need 100K followers, up from the original 10K. Payouts will also reportedly be for longer videos. The fund is currently being tested in France and Brazil, and could be rolled out in the US as early as next month. Despite the potential for increased payouts, we want to see a more robust payment option for creators of all sizes and one that helps to fuel a more diverse creator economy.
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CREATOR RESEARCH FROM IZEA & HASHTAG PAY?ME
In a recent report on the state of influencer earnings, IZEA revealed interesting data points, including the average price per post across popular platforms. Twitch came out as the most expensive platform, with an average of $4,373 per post, while Facebook was the cheapest at $642. The report also showed that mid/micro/nano creators saw significant increases in per-post revenue compared to the declining price for the biggest influencers. Additionally, the report indicated that creators could earn up to 3.9 times more per activation when posting multiplatform video content.
Hashtag Pay Me also released a report identifying a "Low Mid-Tier" sweet spot for advertisers and creators from 50-200k. The report highlighted the negative impact of involving more people in a deal and the cost differences between marketplaces and working directly with brands or agencies. The report also revealed that it costs more for a campaign when a brand asks for content ownership.
They are both fascinating reports and worth a read!
THE TILT CONDUCTING CREATOR RESEARCH
Tilt Publishing is conducting research on the Creator Economy, seeking to understand the journey of creators. Now is your time to get involved! As a thank you for participating, The Tilt is also doing a giveaway for either AirPods Pro or a $250 Amazon gift card.
We are big fans of The Tilt and its founders, Joe Pulizzi and Pam Pulizzi !
KIDS SPEND 3 HOURS A DAY ON ROBLOX!
A recent study by Qustodio , with a survey of 400k families worldwide, revealed that among kids aged 4-18, TikTok is more popular than YouTube, but Roblox dominates them both. The study showed that kids spend an average of one hour and seven minutes a day on YouTube, while TikTok users spend an average of one hour and 47 minutes a day on the platform. However, kids spend an average of three hours a day on Roblox, leaving very little time for anything else. This study suggests that the metaverse is still alive and well. While the data is directional rather than definitive, it highlights the uneven distribution of media consumption among younger generations.
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1 年Well Said.