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Apr 21, 2022

A year and a half ago I started on TikTok. Today I've got 105k+ followers. Was it worth it? 1000% I made a ton of personal and professional relationships, grew my email list, and had a blast. Here's how you can do the same 🧵🧵🧵 👇👇👇

👀👀👀

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Elon Musk

@elonmusk

Starting today, Twitter will share ad revenue with creators for ads that appear in their reply threads

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YouTube's 8% Ad Decline: A Second Strike for Creators What does this mean?

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Kaya Yurieff

@kyurieff

Feb 2

YouTube Shorts is averaging 50 billion daily views. That’s up from 30 billion daily views in April 2022. More on YouTube’s results in tonight’s newsletter theinformation.com/articles/youtu

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Congrats

and team 🤙

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Troy Osinoff

@yo

After a looot of work behind the scenes, holding my very own Zurp card for the first time!

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If you dug this, please give it an RT

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YouTube's 8% Ad Decline: A Second Strike for Creators What does this mean? twitter.com/kyurieff/statu

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A world once reliant on ads alone, now forces creators to stand on their own.

With their community they've got a strong competitive moat. While other advertisers pull back ad dollars, creators can still reach their audiences. This gives them a nice leg up to launch and invest while other brands (potentially) lose mindshare & marketshare

What does this mean for creators? Undoubtedly, the lack of ad revenue will act as a forcing function. They can't rely (solely) on an ad based business model. We can expect an acceleration in creator owned & operated businesses (products, subscription services, etc.

This is despite the fact that Youtube launched shorts and has even gotten into podcast advertising with audio ads Advertisers are pulling back.

YouTube's ad revenue declined for the SECOND time in a row. It's down 8% from this time last year Last quarter it'd dropped 2%.

YouTube's 8% Ad Decline: A Second Strike for Creators What does this mean?

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Kaya Yurieff

@kyurieff

Feb 2

YouTube Shorts is averaging 50 billion daily views. That’s up from 30 billion daily views in April 2022. More on YouTube’s results in tonight’s newsletter theinformation.com/articles/youtu

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Replying to

Following these guys has taught me a lot about social media and content creation:

Instagram is becoming as uncool as Facebook — and it has only itself to blame

Insider Business

@BusinessInsider

Feb 2

Instagram got popular by favoring big brands over cool content — which is why it's now losing to TikTok

businessinsider.com

Instagram's algorithm favors top creators and influencers, whereas TikTok's algorithm favors the most interesting content. It's a catch-22.

Feb 1

Could just be the other videos having more time to accumulate views. Or, it could be any number of other reasons. Will track it for a few weeks to see what happens.

Looking back at videos in the past year that are >100k views, in the last few weeks there seems to be a distinct trend downwards. Average views of videos >100k went from: ~700k on Dec 5th to ~545k this past week (data via

)

TikTok views down? You're not alone.

TikTok’s pushing its expanded DM options

Jan 28

Looking for a #Twitter alternative?

@IntelInsider

’s new forecast make a strong case for

and

TikTok Sliding Into the DM's.

theverge.com

Now it’s the one copying other social networks.

These 4 Creator Economy Experts can't agree on the future of Creators...

chino.eth

@chinol3x

Jan 27

2: On Creators and the Creator Economy 💥 Featuring my friends

and

BACKGROUND ON OUR GUESTSJIM LOUDERBACK: Jim Louderback is among the most respected figures in digital media with a 25-year history of leadership at the inter...

passionfruit

@passnfrt

Jan 27

"On a long enough timeline, I think a lot of 'traditional' brands will wind up getting replaced entirely by creators and creator-owned products. Community is the competitive moat now, and creators are much better at community than most brands." -

Jan 21

What’s next for the creator economy? That’s what I’ll be asking

@RickyRayButler

and

@meta

’s Jason Nichols next Thursday at Creator Economy Live. Details below and tickets here: creatoreconomylive.com/welcome

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Here are the deets

Conference: Creator Economy Live (CEL) 2023 When: Thursday, Jan 26th Where: Las Vegas Panel Title: Future Trends Panelists: Myself, @jasmineaenberg, @rickyraybutler, Jason Nicks (Client Partner at Meta)

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Jan 26

Social media changes fast. It’s not always easy to predict what’s coming next - but it sure is a lot of fun. It’s even more fun when those predictions come true. Here are the predictions

@DebraWilliamson

and I made in December that have already materialized 👇🏻

TikTok is evolving to be more than an entertainment platform. With these adjustments TikTok shifts from an entertainment platform to a social network, sliding seamlessly into the hearts and DMs of its users

Now, here's emphasis on your social graph. They replaced the Discover tab with 'friends'. They've pushed users to connect with their Facebook friends/connections. They've also been adding subtle features to the direct messaging section.

It created a sticky experience when TikTok's audience was smaller. Fast forward to today and nearly 1/3rd of Americans are on the app (more than Twitter and Snap). This means more of your personal connections are there. TikTok is capitalizing on this change. So what?

Engagement on TikTok wasn't contingent upon existing social connections. You could still engage with, AND/OR, be engaged with. It didn't matter if you had friends on TikTok or not. The FYP unbundled engagement from your social graph.

When TikTok first launched in 2018 they launched with the 'For You Page' (the FYP). The FYP is your primary content feed and is comprised of algorithmically recommended content. It was unique at the time..

Notice the split. Two of four options are for 'friends'. TikTok had always stated they are, "not a social network" that they're "an entertainment platform." While that may have been true. That's certainly no longer the case.

The DM options (now) are: - Suggested friends (includes synced Facebook & phone contacts) - Mutual friends: Anyone who follows you and you follow back - Everyone - No one

Now they're adjusting settings to give users, "a choice of who you want to receive DMs from. The DM choices are now: everyone, suggested friends, mutual followers, people you’ve sent messages to, or no one."

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Kaya Yurieff

@kyurieff

DMs haven't been big on TikTok, but that could change theinformation.com/articles/tikto

TikTok Sliding Into your DM's. TikTok announced that they're adjusting Direct Message settings What are the implications of this?👇

Jan 21

What's Next for the Creator Economy? Check out the CEL 2023's "Future Trends" panel. We'll be discussing: 🔥 If creators are brands - what are the implications for brands working w/ creators? 🔥 Is the creator economy overblown? 🔥 What role will AI play in the space?

Tyler Steinhardt

@tylersteinhrdt

Good thread. There’s a big arbitrage opportunity in TikTok search for the right brands

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Google Beware: TikTok's Search Surge TikTok continues its march to eat into Google's search market share. TikTok launched this ad in the UK

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Marketing Briefing: TikTok is making search a bigger focus, but marketers, agency execs say it's...

for the latest

marketing briefing I dug into search on TikTok and what's what there:

digiday.com

As some younger consumers are changing behavior and using TikTok as a search engine, marketers and agency execs say that it makes sense for brands to be early movers and find ways to stand out.

2022 was all about TikTok vs. Meta vs. Snapchat. This year, the battle to watch is TikTok vs. Google vs. Amazon. But so is TikTok vs. YouTube vs. Netflix. Dare I say it’s now TikTok vs. everyone else?

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Google Beware: TikTok's Search Surge TikTok continues its march to eat into Google's search market share. TikTok launched this ad in the UK

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Pete Cashmore

@petecashmore

TikTok is eating into restaurant & travel search. 🍲 Meanwhile, OpenAI threatens general search. 🤖 Tricky times for Google ...

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Google Beware: TikTok's Search Surge TikTok continues its march to eat into Google's search market share. TikTok launched this ad in the UK

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Aniket Mishra

@aniketmis