Here’s what’s new and what caught my eye this week:
Meta Targets TikTok with Dirty Tricks: I guess this is what happens when you put a career politician in charge of Facebook’s business. This incendiary story from Taylor Lorenz at WaPo details Meta’s shocking smear campaign designed to deflect criticism from Big Blue to Double T. Even worse, the false stories planted in traditional media actually put teachers and students at risk. Shame, Shame. Hey, I have a novel idea. How about we all try to win with great products instead of flinging poo.
Rethinking Videos on Instagram: Bit of a backlash on Instagram moving so heavily into video and leaving photography behind. Rebecca Jennings at Vox elegantly describes why this might not be a good idea. And the NYT (sub required) reports that small businesses are rethinking the platform as well over the pivot to video. Add in how Genz seems to be rejecting the stylized perfection of legacy social platforms and there’s a market for a new approach. Coincidentally, I’ve been playing around with BeReal recently. Each day it gives you 2 minutes to post a front and back picture captured simultaneously. Alas, none of my mobile contacts are on the app, so I’m missing the whole “social” side of it. If you join, connect to me (@jlouderb) and we can be friends. For Real.
Patreon Wants To Be a Video Platform: Just how big can Patreon get? It’s grown like a weed since Jack Conte launched it 9 years ago. CEO Conte sat down with Fast Company and talked about how becoming a video destination is the next likely area of growth. I’m of two minds. First, do we need another video platform? Maybe not. But on the other hand a video platform where creators own their fans is a net positive. Don’t bet against Patreon – for sure – but don’t forget how you got there either Jack.
Why You Need to Focus on Community-Building: Many top creators realize that their community gave them everything – and they spend half or more of their time cultivating the fans. But according to Derek Yang, many creators struggle with how to build a robust community. Yang works at Discord, so he’s somewhat biased – but I agree with most everything he says. Reminds me of when we trained TV folks to become internet video producers back in my Revision3 days. It was such a shock when I’d tell them that AFTER their video posted, their job was only half done. Those lessons from 2008 are just as relevant today. One tip Yang doesn’t talk share is how to find great Discord mods for your community. But I’ve got you covered.
- Super useful new map and list of creator economy startups from Speedinvest is out – story and map here, Airtable sheet here (ht to Bradley Miles from Roll).
- Media analyst Brian Morrisey writes about the slow path to building media brands – the lessons are relevant to creator-based media startups too – with Mythical as the poster child.
- Related analysis of why “recursive publishing” will win.
- Good analysis of why Twitter is probably screwed – and it includes a great primer on internet-based advertising as well.
- Instagram adds 7 new messaging features <!>
- Videos on Instagram might not be a good idea after all.
- Google changes search to refocus on high-quality product reviews. Might be time to relaunch “Gearlog”!
- It might be LinkedIn’s time to shine as a creator-first platform.
- Discord fighting with predators.
- Building your owned community in the US or EU? Then you need to know about the “Trans-Atlantic Data Privacy Framework”.
- Send in the clones – LinkedIn infestation alert!
- Insightful research from data.ai on the state of Mobile 2022 (although it’s unclear where the data comes from).
- I used to hate the teleprompter – and you probably do too. This piece from Descript will help squash your robo-voice!
- Private autograph signings become a multi-million dollar business
- Decentralized creator platform Joystream raises $5.8 million.
Tip of the Week:
There’s a lot of ways to make money as a creator. All you have to do is promote merch on Instagram, right? Wrong. To create long term financial security, it’s not enough to just create a product and post a swipe up link to promote.
We are going from an economy where creators monetize through selling merch to NFTs and social tokens. When this shift happens, it’s not going to be easy. There’s a lot of friction migrating your audience to new technology (Web2 to Web3). The #1 way creators can prepare to make the transition is by focusing on community first. At our agency, we encourage our creators to use platforms like Discord to launch a community outside of their social media content. Fans not only need peer-to-peer interaction with other members but also be able to have a say in the direction of the community. Once these fans are invested in a creator’s community, it will be a lot easier to convert fans into customers for life.
What We’re Watching:
- Well, not watching but playing Jacksfilms new game Be Funny Now!
- A YouTube product specialists answers 6 top questions about “Shorts”
- Here’s how to run a TikTok-famous bodega from the New York Times Cooking YouTube channel.
- Featured Creator @guywithamoviecamera posted behind-the-scenes clips of the Oscars red carpet on his TikTok account.
See you around the internet! If you’d like to get this every Monday, subscribe to this newsletter on LinkedIn!