Hi, I’m Jim Louderback and this is my weekly creator economy newsletter. If you’ve received it, then you are either subscribed or someone forwarded it to you.
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This Week: Mr Beast is back, Does LinkedIn Really Have an AI Problem, Australia Bans Social for Kids, OpenAI Artists revolt and much more in this week’s newsletter – plus one of my favorite CEOs @Neil Waller got elected to the AAF 2024 Hall of Achievement. Well deserved!!
MRBEAST’S BUSY BUSY WEEK
Beast Games debuts on December 19th and there’s been a flurry of public appearances from Jimmy Donaldson, along with Amazon promotion too. First up, check out the frenetic new Beast Games trailer from Amazon. Then sit down for a long but friendly 2:37:00 YouTube interview between Donaldson and Caleb Phelps where many of the allegations and missteps are discussed. Stay on YouTube for another Donaldson interview, this time with Cristiano Ronaldo in a blatant attempt to “break the internet”. Luckily this one’s just 14 minutes long. Donaldson also stopped by Twitter to post a vertical version of the trailer and responded to a few comments, including one where he said the issues with the Vegas shoot were “blown out of proportion” and hinted at lots of behind-the-scenes videos that would exonerate his team. Not sure I buy that, but we’ll see. @Taylor Lorenz thinks “he will ride this scandal out, but.. has a rocky road ahead”
- Related: Passionfruit talks with Caleb Phelps about how the Beast interview went down.
AUSTRALIA BANS SOCIAL FOR KIDS
After much global saber rattling, Australia will ban social media for kids under 16. This will be a fascinating experiment. The devil is in the details – and in how the platforms themselves respond. Age verification is one big issue, as crafty teens try to circumvent the system. We know Snapchat, TikTok, Instagram, and X will be included, but YouTube, Twitch and Facebook could be as well. I expect them all to fight the legislation tooth and nail. My take? I’m happy to see Australia’s leadership, and I hope they improve on France’s similar law enacted last year. I also hope that it inspires similar actions in the US, Europe and beyond. A complete ban is probably unworkable, but I emboldened legislatures will enact more guardrails following Australia’s lead.
AI SLOP DOMINATES LINKEDIN
That’s the finding from AI slop detection service Originality.ai. They looked at over 8,000 long-form LinkedIn posts over the last 84 months and concluded that over half of posts over the last three months were likely AI generated. Sounds ominous, but a bit of math reveals that their study was hardly predictive. They analyzed just 100 posts per month on average- meaning their product flagged just 50+ posts/month. Without knowing how randomly they selected those posts from the kazillion dropped, it’s hard to quantify how big LinkedIn’s AI problem really is. Aside from manufactured buzz for Originality.ai there’s not much to see here. HT to @Matt Navarra for surfacing the Wired “exclusive” story on the study. My confidence in Wired’s credibility, though, just took a big hit though.
- Related: I can’t wait to chat with Matt on stage at One Billion Followers Summit to hear more how he went from a cushy government job to writing the most influential social media newsletter in the world – and his take on social in 2025!
SORA BACKLASH
I’ve been critical of the official Sora videos posted on OpenAI’s YouTube account, as they’re technically interesting but lacking actual story. I’ve also called for opening Sora to all creators. Turns out OpenAI’s hand-picked Sora creators share my concerns. After realizing they were mostly PR stooges, those “sora-alpha-artists” called for open access and surreptitiously released Sora for everyone on Hugging Face. That lasted all of 3 hours. Want Sora available to everyone for realz? Sign their open letter – I just did. And if you still have access to Sora, how about a video of OpenAI with facial egg?
SPONSOR: Last week, the AAF inducted its 2024 Hall of Achievement – nine visionaries who are redefining the future of advertising and driving real impact in their communities. Among them was Whalar Group’s Co-CEO and Co-Founder, @Neil Waller. Congrats to all inductees: https://www.lbbonline.com/news/aaf-welcomes-inductees-into-its-2024-advertising-hall-of-achievement
QUIBIS
YOUTUBE
- YouTube Weekly Update: Long shorts rollout seems complete, plus quizzes, texts and more!
META
- Break Up Meta: US FTC court case focused on separating Meta and Instagram scheduled to start in April. Entirely unrelated, guess who’s coming to dinner?
- Kick the Can: Meta wants Google and Apple’s app stores to handle age verification – to protect kids and help parents. I agree this would be a good step, but how about also taking responsibility at the platform level too?
- I’ll Put a Girdle Round About the Earth: Meta plans to lay a globe-spanning fiber-optic undersea cable – to the tune of $10B.
- A For Effort: Meta says it’s 90% compliant with the EU’s Digital Services Act.
- Can You Hear Me Now? Instagram expands DMs.
TIKTOK
- TikTok the Kingmaker: Romania orders a recount in its latest election due to supposed TikTok interference in the political process.
- Strange Bedfellows: TikTok CEO wants X/Twitter owner Musk to help deflect the impending ban/divestiture in the US.
- Go Long: 10 tips from the invite-only TikTok Creativity Summit on how to make effective long-form videos.
- Hell Hath no Fury: Remember that intern in China that disrupted Bytedance’s AI model? The company wants $1.1M and an apology. The rest of us just want to know the whole story.
OTHER CREATOR ECONOMY
- It All Adds Up: Interesting take on optimizing for shareability – it’s all about Effect On Viewer, according to @Brendan Kane
- For What It’s Worth: Bluesky delivering more referral traffic to big publishers than X/Twitter or Threads.
- Vibe Copyright Update: We talked about this a few months ago, but now The Verge updates this weird and potentially landmark case.
- Building on Rented Land: X/Twitter wants to halt The Onion’s purchase of Infowars, claiming that actually owns those handles. Politics aside, this is just more proof that you really don’t own anything on social media – and you should diversify to your own spaces as fast as you can.
- School’s In Session: Kajabi releases free classes from top earning creators to help others make money and presumably become Kajabi customers.
- Affleck’s Probably Wrong: So says @Doug Shapiro, in a longer post/reaction to the Ben Affleck interview we talked about last week.
- Boys Club: Complex released a flawed list of the top 25 streamers, notable in part because only 20% are women and almost all are based in the US. Like similar lists it’s mostly a dart throw – but the lack of gender and global balance is embarrassing.
- 1+2=5: Congrats to @Chas Lacaillade for successfully selling his agency Bottle Rocket to Night – and sticking around as VP Digital.
- Don’t Go: Good round-up on Link Penalties across all the big social platforms.
CREATOR TECH – AI, WEB3, VR, MORE
- Your Humblebrags Are Safe: US FTC opens an anti-trust investigation into Microsoft, but it’s focused on AI, Office and cloud not LinkedIn.
- Now I’ll Never Get Into French Laundry: Softbank puts more billions into OpenAI, and lets employees cash out their RSUs. Another money infusion for the SF Bay Area.
- AI Eats the World: That’s the title of VC and deep thinker @Benedict Evans’ annual presentation on macro tech trends. My favorite part? The “Pleacom of Productity”. **Snort**
- Jingle Bell Dogs: Remember that 1971 hit, dogs barking Jingle Bells? A new AI transformer model can now recreate that easily – along with cats, owls, horses – whatever you want. Sound effects and sound design are about to change forever.
- Virtual Kai: Ironmouse drops by Kai Cenat’s 30-day live stream and gifts the Twitch star his very own Vtuber Avatar. Much hilarity ensued.
- Fandom Expelliarmus: Character.AI purges almost all Harry Potter related chatbots from its platform. Fans were devastated – and I expect open-source fanfic-style AI bot platforms to quickly emerge.
RESEARCH
- Why Website Videos Suck: No surprise to anyone spending time on the web, but only 23% of top publishers think their video experience is “good”. That’s just one of the findings from @Brian Morrissey’s new research on the state of video at top media and publisher sites. Why’s it so bad? Almost 3 of 4 publishers prioritize revenue over user experience. Check out the full study here.
- Related: Psychology research faked by HBS prof leads to fallout across the B-school pop-psych industry.
- Say No Then Go: LinkTree talks to a few customers, finds that 70% of them make less than $49k, while most would turn down brand deals if they didn’t believe in the company. Interesting data, but likely not projectable to the broader creator community.
- Just Say Meh: New Reuters Institute study finds widespread ambivalence to social media, video, messaging and AI platforms across 8 countries. Only about 10% of social users get news completely from digital platforms, and less than a third trust what the platforms serve.
INSIDE THE ONE PIECE: ODYSSEY FANDOM
By Morgan Ward
The dreaded “hiatus brain” is something every fandom knows well. Without new episodes fans can fall off or even rage quit. Anime series One Piece has avoided that fate by releasing a new episode nearly every week for 25 years. Until 7 weeks ago when Toei Animation announced a six month hiatus. But One Piece has also engaged fans with more than 60 video games too, releasing the latest One Piece: Odyssey this past summer on the Switch. That game, along with a remaster and reedit of the series for its twenty-fifth anniversary, has kept old fans engaged and brought new fans into the mix.
- Go Deeper with game-play videos from KwingsLetsPlays to get a better feel of how it operates.
100% written by me – no human or AI ghostwriters were involved in the production (except for the cover art!).
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I’ve built and sold multiple creator economy startups to top media companies – including Discovery and Paramount. Subscribe here on LinkedIn to get this newsletter every Monday.
Let me know what you think – email me at jim@louderback.com. Thanks for reading and see you around the internet.
