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☆ Welcome to the shopping mall for the TikTok era
▼ + stars: | 2024-11-20 | by ( Dan Whateley | Amanda Perelli | ) www.businessinsider.com time to read: +6 min

A new brick-and-mortar store from the e-commerce startup Outlandish is bringing to life the world of TikTok Shop. In addition to TikTok Shop, Outlandish has experience working with brands to help them sell on Douyin and other social apps. Other TikTok Shop sellers have experimented with adding livestreaming spaces to their storefronts, such as the New York-based pre-owned luxury store What Goes Around Comes Around. Outlandish, which began in 2018 as a social shopping agency in China, is an official TikTok Shop partner. If that does happen, August said Outlandish's Santa Monica sellers could pivot to livestreaming on other platforms.

Persons: Anker, TikTok, Allison Wise, Amanda Perelli, William August, ByteDance, it'll, Outlandish's, Outlandish's Santa Monica Organizations: Goli, QVC, TikTok, US, Congress Locations: Los Angeles, China, Santa Monica's, influencers, Santa Monica, Asia, Los Angeles and New York, Mexico, Spain, America, New York, Santa, Outlandish's Santa, livestreams

☆ Spotify takes aim at YouTube with a new revenue-sharing program for creators
▼ + stars: | 2024-11-13 | by ( Amanda Perelli | Dan Whateley | ) www.businessinsider.com time to read: +3 min

AdvertisementSpotify is going after YouTube's video podcast dominance with a new revenue program for creators. The company will also no longer insert ads into video podcasts shown to paid subscribers. Spotify seems to be tired of playing second fiddle to YouTube when it comes to video podcasting. Spotify said payments for non-ad-supported video podcasts would be calculated based on how much a creator's content is viewed. Outside its creator monetization program, Spotify also announced on Wednesday that it rebranded its "Spotify for podcasters" program to "Spotify for creators," signaling a desire to draw in a wider set of video and audio talent to its platform.

Persons: Remi Kent, Daniel Ek Organizations: Insurance, Spotify, YouTube, Cumulus Media, Apple Locations: Canada, Australia, Los Angeles

The creator economy is dominated by Big Tech, but a new set of startups is finding ways to break in. From influencer marketing to AI tech, here are 13 startups to watch in 2024, according to investors. AdvertisementGoldman Sachs estimated the creator economy could hit $480 billion annually by 2027, driven largely by influencer marketing and advertising revenue. Creator startups that build with artificial-intelligence tech, such as Delphi and Merse, have also become a focus among investors. Here are those 13 creator startups to watch in 2024, listed in alphabetical order:

Persons: —, Alejandro Oropeza, Goldman Sachs Organizations: Big Tech, Business, Service, Google, Venture, Delphi

Creator-economy startup Jellysmack is reorganizing and cutting some staff, Business Insider is exclusively reporting. "Jellysmack is making organizational adjustments to better align resources with key areas of growth," a representative told BI in an email. While we are scaling back certain operations in our Creator Program on Meta due to the opacity of their new monetization model, we remain dedicated to supporting our key creator partners and ensuring they continue to benefit from our platform." The company said in early 2022 that it would set aside $500 million for a program called JellyFi to license creator catalogs . Despite Jellysmack's expansion into new areas of the creator economy, its business had been increasingly troubled, insiders told BI earlier this year.

Persons: SoftBank, —, Jellysmack, Michael Philippe, Jelly Organizations: Business, Service, YouTube, Meta, Facebook, Copyright Capital Locations: France

☆ Dude Perfect's new CEO explains why TV is a huge focus as the group looks to expand after raising over $100 million
▼ + stars: | 2024-10-10 | by ( Amanda Perelli | ) www.businessinsider.com time to read: +4 min

YouTube group Dude Perfect, known for viral stunts, has hired its first CEO. "Our vision is to build Dude Perfect into what a 21st-century media company looks like," Yaffee told Business Insider. AdvertisementEarlier this year, Dude Perfect raised its first round of funding. As viewing of creator content has surged on TV screens, Dude Perfect has made recent moves in that direction. Aside from the stand-alone app, Dude Perfect also streams its content on the kid's entertainment platform Kidoodle.TV.

Persons: Andrew Yaffe, Yaffe, —, Yaffee, Garrett Hilbert, Tyler Toney, Cody Jones, Coby Cotton, Cory Cotton —, Dude, Axios, we're, It's Organizations: NBA, YouTube, Service, Business, Walmart, Highmount Capital, Parent, Amazon, Apple Locations: Frisco , Texas, Roku

☆ Influencers are swiping a new black card at restaurants, spas, and fitness studios
▼ + stars: | 2024-10-08 | by ( Amanda Perelli | ) www.businessinsider.com time to read: +5 min

After creating sponsored content, influencers can spend the payment in person at the business. AdvertisementThere's a hot new card influencers are swiping at restaurants and retailers to redeem products and services. Advertisement"We are being extremely diligent on only letting in the top creators in cities we are operating in," Van Kuyk said. Influencers who use the platform include Roz Model (15 million Instagram followers), Montana Tucker (3.2 million Instagram followers), Kat Graham (9.7 million Instagram followers), and Matt Staffanina (3.7 million Instagram followers). Brands care about a creator's audience, brand safety, and if the creator fits the right aesthetic, Van Kuyk said.

Persons: influencers, —, Flowrbombr, OTH, Van Kuyk, Ketan Rahangdale, Brands, Influencers, Roz Model, Montana Tucker, Kat Graham, Matt Staffanina, we've, It's Organizations: OTH Network, Service, OTH, Brands, Visa, Mastercard Locations: Miami, Los Angeles, Beverly Hills, LA, Chicago, Las Vegas, New York

☆ Tech journalist Taylor Lorenz breaks down her Substack plans and why she's leaving legacy media for the creator economy
▼ + stars: | 2024-10-03 | by ( Amanda Perelli | ) www.businessinsider.com time to read: +12 min

The tech journalist Taylor Lorenz is going solo and launching her own Substack publication. AdvertisementThe tech journalist Taylor Lorenz is going full creator mode, launching her own Substack publication called User Mag. "We are grateful for the work Taylor has produced at The Washington Post," a Post spokesperson said in a statement. I think Substack is doing a lot more in terms of multimedia. So there's people like that, that I'm really going to miss having access to their minds on a daily basis.

Persons: Taylor Lorenz, Lorenz, —, Vox, Joe Biden, Taylor, Eric Newcomer, Simon Owens, Matthew Yglesias, Yglesias, Peter Kafka, Seibel, He's, Mark, that's, Johnny Harris, Cleo Abram, Ryan Broderick, There's, J Aubrey, Mina Le, Hasan Piker, Kate Lindsay, I'm, Substack, haven't, Zoe Jensen, Drew Harwell, Drew, You've, Tucker Carlson, I'd, I've Organizations: Washington, BI, Service, The New York Times, Washington Post, YouTube, Fox News, The Washington, Post, Garbage, Vox, Business Locations: Substack livestreaming

☆ Top YouTuber MrBeast has acquired a startup that aims to be the LinkedIn for the creator economy
▼ + stars: | 2024-10-03 | by ( Amanda Perelli | ) www.businessinsider.com time to read: +4 min

MrBeast has acquired a startup called Vouch, which aids creators in hiring and job postings. Vouch uses AI for job matching and was backed by VCs like Seven Seven Six and other investors. AdvertisementYouTube's top creator, MrBeast, has expanded his estimated $700 million a year business empire by acquiring the startup Vouch. Pesis brought on Patrick Dudek, also a former Cameo employee, to the Vouch team to help scale the platform. AdvertisementVouch was backed by Seven Seven Six, Liquid 2 Ventures, Shrug Capital, Niche Capital, WorkPlay Ventures, and angel investors including Andreas Klinger and Siqi Chen.

Persons: MrBeast, VCs, —, Marty Pesis, they've, Pesis, Jimmy Donaldson, Donaldson, Safiya Nygaard, Danny Duncan, Goldman Sachs, we're, Kara McCloud, Patrick Dudek, Hayden Hillier, Smith, Andreas Klinger, Siqi Chen Organizations: Service, LinkedIn, YouTube, Business, Stokes Twins, AMP, Cameo, Seven Seven, Shrug, Niche, WorkPlay Ventures

☆ A new MrBeast trademark filing hints at what his next big philanthropy project could be
▼ + stars: | 2024-09-26 | by ( Amanda Perelli | ) www.businessinsider.com time to read: +1 min

A new trademark application could show YouTube star MrBeast's next big charity project. The trademark, #TeamWater, was filed on August 29 by his company Beast Holdings, LLC. The application states that the intent is to promote access to clean water. Now, a new trademark application from his company Beast Holdings, LLC, could suggest the focus of a new charity project. The trademark, #TeamWater, was filed on August 29.

Persons: MrBeast's, — Organizations: Beast Holdings, Service, Business

A leaked internal guidebook from MrBeast is being passed around the tech world. Tech workers and investors are digging into the YouTuber's views on hiring, managing, and more. Related storiesA hardcore founder who writes like a real personMrBeast's guidebook is the latest "hardcore" corporate document to go viral in the tech world. "Leaked internal emails and memos are religious texts for the tech world," Alder said. Donaldson's casual, unpretentious writing style was a big factor in helping it spread across the tech world, industry insiders told BI.

Persons: —, He's, Jimmy Donaldson, Donaldson, Brian Chesky, Combinator's Paul Graham, Tom Alder, Alder, Jeff Bezos, ByteDance, Donaldson isn't, it's, John McCarus, Steve Jobs, MrBeast, Rachel Roberts Mattox, Mattox, Marc Cohen, Abhishek Sharma Organizations: Tech, Service, Hacker, Big Tech, YouTube, Unbundled, Google Locations: Silicon Valley

☆ Influencers are shepherding their online followers to IRL events as they look to build communities and make money
▼ + stars: | 2024-09-25 | by ( Amanda Perelli | Sydney Bradley | ) www.businessinsider.com time to read: +9 min

Vox Media has also doubled down on investing in podcasting and is helping its podcast creators expand into live events. Jackie Cinguina, chief marketing officer, and Lillian Xu, executive director, spoke with BI about the company's offerings for podcast creators. Vox Media leans on specific marketing, like placing podcast talent into larger in-person events to perform, like South by Southwest. "From an audience standpoint, we thought it was really important," Xu said about bringing back live events. You see them react to the audience and feed off of them when they are in front of a live audience."

Persons: —, Cary, Michael Huang, Cary Huang, Huang, Tana Mongeau, Brooke Schofield, Jake Shane, Ethan, Hila Klein, Mongeau, Schofield, Hugo Amsellem, it's, Jenna Bandy, Bree Green, Carson Roney, Alex Sheinman, Claire Parker, Ashley Hamilton, Parker, Hamilton, cohost Claire, Dan Howell, Phil Lester, Howell, Lester, Ariana Nathani, Jackie Cinguina, Lillian Xu, Cinguina, Vox, Xu, they're, Delia Cai, Hunter Harris, Emilia Petrarca, Sophia Efthimiatou, Efthimiatou Organizations: Service, Saban Media Center, Disney, Nickelodeon, YouTube, Business, Dolby Theatre, Snapback Agency, Snapback, of, Creators, Netflix, Vox, Vox Media, BI, Southwest, IRL Locations: Hollywood, LA, America, of America, York, Hamilton, South

☆ A leaked MrBeast handbook reveals the YouTube titan's 'secret weapons' for success. Former employees say it wasn't always followed.
▼ + stars: | 2024-09-24 | by ( Dan Whateley | Amanda Perelli | ) www.businessinsider.com time to read: +7 min

The goal of the document, Donaldson wrote, was to help teach newer staffers the tricks of YouTube that he and his earliest employees mastered through lots of trial and error. Interest in MrBeast's business secrets isn't surprising. "This is not Hollywood and I do not want to be Hollywood," Donaldson wrote. "Every dollar we save allows me to give you guys more stability and hire more people to make your life easier," Donaldson wrote. But, when dealing with people outside MrBeast's company, "never take a No at face value," he wrote.

Persons: —, Jimmy Donaldson, Donaldson, He's, MrBeast, , I've, couldn't, we've, wasn't Organizations: Service, Business, YouTube, Netflix, Hulu, Employees Locations: Silicon Valley, Greenville , North Carolina, Hollywood

☆ 2 new YouTube features could make life easier for creators, but come with risks to authenticity and fan connection
▼ + stars: | 2024-09-18 | by ( Amanda Perelli | Dan Whateley | ) www.businessinsider.com time to read: +1 min

YouTube just announced a slew of new AI-powered features for creators. Go to newsletter preferences Thanks for signing up! AdvertisementYouTube just announced a flurry of new AI-powered features for creators. On Wednesday, at the company's annual Made on YouTube event, the platform announced several new features that use generative AI. The feature can generate ideas based on a creator's content catalog, comments on their YouTube videos, or videos made by other creators.

Persons: — Organizations: YouTube, Service, Business

☆ Apple is taking a bigger bite out of the creator economy and influencers are fuming
▼ + stars: | 2024-09-11 | by ( Amanda Perelli | ) www.businessinsider.com time to read: +6 min

Read previewApple's in-app fees are eating away at creator earnings without giving much back in return, according to disgruntled members of the influencer industry. The fee takes a percentage of donations and purchases made through Apple mobile devices, affecting marketers, followers, and creators themselves. Advertisement"There's no denying the positive impact Apple has had on the creator economy," said Lindsey Gamble, who advises influencers on marketing strategies. Patreon is the latest creator platform hit with Apple's in-app fee. Jim Louderback, a creator economy advisor, recently wrote that creators should Boycott Apple in his newsletter, "Inside the Creator Economy."

Persons: —, Lindsey Gamble, influencers, Gamble, Apple, Hulu, TikTok, HBO's Max, influencers Rosanna Pansino, Lauren Riihimaki, YouTuber, Patreon, Jim Louderback, Boycott Apple, Louderback, vig Organizations: Service, Substack, YouTube, Facebook, Business, Apple, Mighty Networks, Services, Spotify, Hollywood, Netflix, Hype, Apple's, Google

☆ Instagram is adding comments to Stories, pulling users out of their DMs and back in front of advertisers
▼ + stars: | 2024-09-03 | by ( Amanda Perelli | Shriya Bhattacharya | ) www.businessinsider.com time to read: +3 min

Read previewA new feature for Instagram's Stories encourages community — the company just doesn't want this activity happening in closed groups away from advertisers. The social-media behemoth is launching a new tool that lets users leave comments under their followers' Stories. Only followers can see these comments, and only the people a user follows back can leave a comment. AdvertisementOne consequence of users spending more time in Instagram DMs is that there are fewer eyeballs for advertisers to target through Meta's powerful marketing platform. If this feature can successfully encourage users to start conversations within a Story instead of in DMs, they'll be more likely to keep swiping through Stories that show ads (a win for Instagram).

Persons: —, Z's, Adam Mosseri, Harry Stebbings, influencer Ariana Nathani, Purohit, I've, I'm, Instagram Organizations: Service, Instagram's, Business Locations: Instagram, DMs

Read previewUpdate: After this article was published, Paramount Global confirmed to Business Insider that the company had sold VidCon to Informa. Paramount Global is selling its creator conference VidCon to the UK media and events company Informa, according to two people familiar with the matter. They spoke to Business Insider on the condition of anonymity as they were not allowed to discuss details around the deal. Adding VidCon, which centers on social-media stars rather than Hollywood and comic-book talent, could help broaden the fan base and advertiser roster of its events business. BI was unable to learn the terms of the VidCon deal between Paramount and Informa.

Persons: —, VidCon, Informa, YouTubers Hank, John Green, São Paulo, Green, lanyards, Phillips, Adweek, David Ellison's Organizations: Service, Paramount Global, Business, Toronto Comicon, Cannes Lions, Paramount, Viacom, SXSW, Disney, Media, BI Locations: Anaheim , California, Baltimore, Mexico City, Anaheim

☆ New Shopify data shows how just important influencers and social media are to merchants
▼ + stars: | 2024-08-23 | by ( Amanda Perelli | ) www.businessinsider.com time to read: +2 min

Read previewBrands are increasingly relying on influencers and social media to boost sales. The next highest category was paid social media, at 26%, trailed by email and search-engine marketing. TikTok has placed big bets on social shopping, with its viral Shop feature growing steadily in the US. As for the most impactful marketing trends over the next year, 41% of US merchants said influencer or creator marketing would be the most important. Following that, 35% said customer data to create targeted and personalized marketing messages.

Persons: —, Shopify, TikTok Organizations: Service, Business, Social, YouTube Locations: Japan

Ceasar Bacarella v. Prime HydrationThe issue: In this case, Caesar Bacarella, the Florida-based owner of a line of sports supplements and apparel called Alpha Prime and protein brownies called Prime Bites, accuses Prime of trademark infringement. Hi-Tech Pharmaceuticals v. Prime HydrationThe issue: In a trademark suit filed in June, Hi-Tech Pharmaceuticals, a Kentucky-based company, accused Prime Hydration of "unfair competition" and "infringement." What's next: Prime filed a motion to dismiss, which the judge granted on several technicalities. AdvertisementRefresco Beverages US v. Congo Brands and Prime HydrationThe issue: Refresco Beverages, a bottler for Prime, filed a lawsuit in Delaware against Prime Hydration and its parent company, Congo Brands. US Olympic & Paralympic Committee v. Prime HydrationThe issue: The Olympics committee alleges the company used various Olympic trademarks reserved for its beverage sponsor, Coca-Cola.

Persons: —, Logan, KSI, Refresco, Agrovana, Prime's, Paul, Howard Telford, Read, forbearance, What's, Castillo, Elizabeth Castillo, they're, dink, Ceasar, Caesar Bacarella, Kennedy, mislabeling, hasn't, Kevin Durant Organizations: Service, Business, Bloomberg, Agrovana, Alpha, Tech Pharmaceuticals, Nutrition, Energy, Centers for Disease Control, Refresco, Congo Brands, Google, Paralympic Locations: Massachusetts, NielsenIQ, Euromonitor, United States, California, Florida, Kentucky, New York, Delaware, Congo, Chancery, Philadelphia, Colorado

Eventbrite is letting go of about 100 employees, or 11% of its workforce, the company said Thursday. Sign up to get the inside scoop on today’s biggest stories in markets, tech, and business — delivered daily. download the app Email address Sign up By clicking “Sign Up”, you accept our Terms of Service and Privacy Policy . AdvertisementThe ticketing-and-events platform Eventbrite said on Thursday that it's letting go of around 100 employees — roughly 11% of its staff. This story is available exclusively to Business Insider subscribers.

Persons: —, Eventbrite Organizations: Service, —, Business

☆ The internet's love affair with YouTube's biggest star is showing cracks
▼ + stars: | 2024-08-06 | by ( Amanda Perelli | Lucia Moses | ) www.businessinsider.com time to read: +6 min

YouTube's biggest creator has been embroiled in a string of recent controversies. Donaldson, 26, has generally avoided the controversies that have felled some of his peers during his 12 years online. AdvertisementBut recently, that's begun to change, with fans and video participants speaking out against the star. "It's going to be a mess," said one Amazon insider, who spoke on the condition of anonymity because they were not authorized to speak publicly about the show. Beyond these new controversies, Donaldson has faced further criticism for an old video clip of him making racist and homophobic comments that has recirculated on social media.

Persons: Jimmy Donaldson, . Donaldson, that's, Donaldson, TikTok, Lauren Anderson, Ava Tyson, Tyson, I've, Ava, Jimmy Organizations: Service, YouTube, Business, New York Times, Beast, Amazon, Amazon Prime, AP News, Amazon MGM Studios, MGM Locations: Toronto

Business Insider is recognizing influential TikTok talent managers and agents in 2024. These industry players help creators turn TikTok fame into an entertainment career. Social media has undergone many changes recently, and these agents help their talent navigate them. Talent managers and agents can help creators take advantage of sudden fame, identify which brands to work with, find the right time to launch their own products, and explore new ways to break into entertainment. This story is available exclusively to Business Insider subscribers.

Persons: — Organizations: Service, Talent, Business

☆ Creator platform LTK is taking aim at TikTok and Amazon with a new video feature
▼ + stars: | 2024-07-26 | by ( Amanda Perelli | ) www.businessinsider.com time to read: +4 min

Read previewCreator-commerce company LTK launched this week a shoppable full-screen short-video feature to compete with platforms like YouTube, TikTok, and Amazon in social shopping. The video feature lives on the LTK app and can be found on a creator's LTK account. AdvertisementAlongside the full-screen video feature, LTK is also releasing a feature called Daily Drops in the coming weeks. And, creator videos on LTK have averaged 64% more click-outs to retailers. Many fashion, beauty, and lifestyle creators have shoppable profiles with LTK, and users are accustomed to scrolling through the app to shop.

Persons: —, LTK, It's, it's, Allison Yazdian, Yazdian, hasn't Organizations: Service, Business, YouTube, Shoppers, Amazon Locations: Dallas

☆ Spotify wants its podcasters to embrace video. Here are 3 strategies for success with the format, according to creators who use it
▼ + stars: | 2024-07-25 | by ( Amanda Perelli | ) www.businessinsider.com time to read: +1 min

Spotify is chasing the huge growth in video podcasting. The company is hosting a masterclass on July 25 on best practices for podcasters embracing video. Here are three takeaways from successful video podcasters in the masterclass. download the app Email address Sign up By clicking “Sign Up”, you accept our Terms of Service and Privacy Policy . On Thursday, July 25, the streaming company is hosting a free online masterclass for podcast creators looking to embrace video.

Persons: —, Jordan Newman, Colin Rosenblum, Samir Chaudry, Colin, Samir Organizations: Spotify, Service, YouTube, Business

☆ Why aren't there breakout YouTube stars like there used to be? A chat with 2 YouTube execs
▼ + stars: | 2024-07-23 | by ( Amanda Perelli | ) www.businessinsider.com time to read: +5 min

Read previewIf you consider yourself very online, you'd likely be able to name the early wave of top YouTube creators, from Lilly Singh and PewDiePie to Zoella and Tyler Oakley. AdvertisementDuring the early days of YouTube, there were only a handful of channels to watch with creators consistently making quality content. But now, the number of YouTube creators uploading content and making money from the platform has grown tremendously. Still, Allocca said he's noticed there are more successful creators than there used to be but fewer huge stars. AdvertisementSo, while there may be more opportunities for YouTube creators now, it may be a while before we see another rising star who can amass the broad appeal of someone like MrBeast.

Persons: —, Lilly Singh, PewDiePie, Tyler Oakley, it's, YouTube execs Amjad Hanif, Kevin Allocca, Hanif, Anthony Baroud, Aphmau, Krew, Alpha, Allocca, he's, There's, Gen, Ally Sheehan, Taylor Swift Organizations: Service, YouTube, Business, Brands Locations: Zoella, VidCon, Anaheim , California, North Carolina

☆ YouTube shorts is creeping up on TikTok as a go-to app for music fans
▼ + stars: | 2024-07-18 | by ( Dan Whateley | Amanda Perelli | ) www.businessinsider.com time to read: +4 min

Read previewTikTok may be Gen Z's favorite jukebox, but YouTube shorts is quickly gaining steam among music listeners, per a new report from entertainment-industry data firm Luminate. When making a short, creators can add copyrighted music to videos using the YouTube shorts audio library. TikTok is still the go-to platform for music marketers looking to drive attention to songs. YouTube shorts may still be a tough sell for some marketers, however. YouTube is a major hub for long-form music content, and its shorts feature could help drive fans to artists' music videos and other original content, said Johnny Cloherty, CEO of the music-marketing firm Songfluencer.

Persons: —, TikTok, Olivia Rodrigo, Drake, Lyor Cohen, Simon Friend, Friend, Johnny Cloherty, Cloherty Organizations: Service, Business, Universal Music, Facebook, YouTube Locations: TikTok

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