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☆ Video has become the hottest topic in podcasting, as some look to it to supercharge growth and others worry about how it will change the industry
▼ + stars: | 2023-06-27 | by ( Marta Biino | ) www.businessinsider.com time to read: +9 min

And while Schwarzenberger comes from the world of YouTube, it's not just content creators and influencers who have embraced video. "Sometimes they don't differentiate between a podcast on an audio platform, and a podcast on a video platform. Spotify recently started partnering with payment startup Creative Juice to support podcast creators. Hosting company RSS.com launched a tool in June to generate video from audio podcast tracks to repurpose on social media. And several AI tools have launched that automatically chop up long-form video content for short-form social platforms.

Persons: it's, Jordan Schwarzenberger, Schwarzenberger, influencers, Alison Lomax, Louise Kattenhorn, Matt Wells, — chatty, Conal Byrne, Will Ferrell, Nikki Glaser, Ryan Seacrest, Joe Gagliese, Liam Heffernan, RSS.com, Josh Adley, YouTube's, Natalie Amos, Listen's Adley, Keith Jenkins, Jenkins, Kristen Bousquet, Bousquet, Jay Clouse Organizations: YouTube, Ireland, BBC, Cumulus Media, Apple, Spotify, iHeart, Viral, Gleam Locations: London

☆ To video or not to video? Inside the biggest debate in podcasting and how it could shape the industry's future
▼ + stars: | 2023-06-26 | by ( Marta Biino | ) www.businessinsider.com time to read: +9 min

☆ Creator economy experts say 2023 will be a buyer's market for M&A. Here are 5 themes to watch, from tech buyers like Shopify to startup consolidation
▼ + stars: | 2022-12-30 | by ( Marta Biino | Sydney Bradley | ) www.businessinsider.com time to read: +12 min

"As a result, institutional acquirers, like PE firms who still have dry powder to spend, will start snatching up mid-to-large sized creator startups at much more advantageous prices." Insider spoke with creator-economy and market experts about what deals and the broader M&A landscape in 2023 may look like. "They're going to see that the creator economy exists as a direct failure of them to support creators," Gestetner said. "But if an opportunity arises for us to significantly enhance our capabilities to make us a better business powering the creator economy, we'll consider it." Startups can expect consolidation in saturated marketsThe crowded niches within the creator economy startup sphere could also face a wave of consolidation.

☆ Creator economy insiders share the 5 trends that could change the industry in 2023, from a flood of Gen X and millennial creators to a startup reckoning
▼ + stars: | 2022-12-21 | by ( Amanda Perelli | Sydney Bradley | Marta Biino | ) www.businessinsider.com time to read: +10 min

Insider asked creator economy industry professionals to share their predictions for 2023. We spoke with investors, influencer marketers, and industry experts, who shared their best predictions for the creator economy in 2023. Live shopping could finally have its moment in the USIndustry insiders may have been premature in declaring 2022 the year of social and live shopping. Some creator economy startups might close their doorsThis past year, layoffs have been rampant in the creator economy, as companies like Patreon and Jellysmack reacted to the economic slowdown by letting employees go. "Venture capitalists think this isn't the time to be betting on the creator economy, so the next nine months will be really tough."

☆ It's just the beginning of M&A in the creator economy. Industry experts predict 2023's top trends, and the buyers and sellers to watch.
▼ + stars: | 2022-12-19 | by ( Marta Biino | Sydney Bradley | ) www.businessinsider.com time to read: +12 min

"As a result, institutional acquirers, like PE firms who still have dry powder to spend, will start snatching up mid-to-large sized creator startups at much more advantageous prices." "They're going to see that the creator economy exists as a direct failure of them to support creators," Gestetner said. "But if an opportunity arises for us to significantly enhance our capabilities to make us a better business powering the creator economy, we'll consider it." Startups can expect consolidation in saturated marketsThe crowded niches within the creator economy startup sphere could also face a wave of consolidation. In the creator economy, companies bet on the fact that YouTube advertising revenue on the videos will increase as the audiences of creators grow and they gain more views.

☆ TikTokers are increasingly using SEO to boost their reach on the app, which Gen Zers prefer over Google to search. Here are 3 techniques they’re using to make their videos more discoverable.
▼ + stars: | 2022-12-15 | by ( Shriya Bhattacharya | ) www.businessinsider.com time to read: +8 min

In September, research found that more Gen Zers use TikTok to access information compared to Google. Here are three techniques they're using to ensure their content is more visible to users on the app. That changed in September when the New York Times reported on how TikTok is the new search engine for Gen Zers. Gen Zers are also using TikTok to find recommendations for vacation spots, activities in their area, and to learn about concepts like non-fungible tokens or artificial intelligence. This shift, combined with the news about Gen Zers, has many creators planning and posting content more intentionally.

☆ Why an influencer talent agency just acquired a startup that helps creators make media kits
▼ + stars: | 2022-09-20 | by ( Sydney Bradley | ) www.businessinsider.com time to read: +3 min

Influencer-marketing and talent agency Viral Nation has acquired creator economy startup MediaKits. MediaKits, which launched in 2021, helps influencers design media kits using real-time social data. Influencer-marketing and talent management agency Viral Nation has acquired creator economy startup MediaKits. Creators often make media kits using software like Canva or Adobe, before sharing them with brands as PDFs. To help make these media kits more up to date and shareable, O'Brien and Adams built a tool that lets creators design media kits with real-time data from platforms like YouTube, Instagram, and TikTok.

Kanye West’s breakup with Gap Inc. reflects a broader trend of celebrities seeking more control over the brands they create or back. But in this instance, Mr. Shabelman said the friction between Mr. West and Gap fits into a larger development in the world of celebrity marketing. Mr. West “doesn’t need those corporations,” said Anjali S. Bal, an associate professor of marketing at Babson College. Mr. West formally notified Gap on Thursday that his Yeezy LLC fashion brand was terminating his partnership with the apparel chain. More recently, tennis champion Naomi Osaka last year began a media company called Hana Kuma in partnership with SpringHill Co., an entertainment firm co-founded by LeBron James.

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