From Dances to Danger: Inside the secret Meta-funded TikTok smear campaign, plus BeReal

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.




Tip of the Week:

This week’s tip comes from Jade Darmawangsa, founder at X8 Media and an industry speaker at VidCon US 2022.

 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:

See you around the internet!  If you’d like to get this every Monday, subscribe to this newsletter on LinkedIn!


Leave a Reply

This site uses Akismet to reduce spam. Learn how your comment data is processed.