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☆ YouTube just took a big victory lap
▼ + stars: | 2024-07-17 | by ( Amanda Perelli | ) www.businessinsider.com time to read: +5 min

Their answers have rarely surprised me, and I've heard the phrase, "YouTube is king," too many times to count. YouTube didn't always exude confidenceMusical.ly's 2018 TikTok rebrand launched the platform into stardom, shifting creator and audience attention away from YouTube. AdvertisementThe rise of TikTok forced YouTube to fight for eyeballs by introducing its own short-video feature, YouTube Shorts, in 2021 and developing a new team of partner managers and programs to recruit and retain talent. YouTube Shorts hosted a parking-lot-sized drive-thru activation at VidCon 2022, when TikTok was the title sponsor. With all this, it's no surprise YouTube seems to be taking a victory lap around its competitors.

Persons: —, I've, influencers, TikTok, Addison Rae, YouTube isn't, TikTok —, VidCon's, JP Mangalindan, Morgan Stanley, Influencers, they'd, It's, Lucia Moses, it's Organizations: Service, YouTube, Business, Nielsen, Netflix, Spotify, Apple, Disney

☆ Tech giants like YouTube and TikTok are trying to shake up affiliate marketing. Startup LTK shares its greatest weapon to fend them off.
▼ + stars: | 2024-07-12 | by ( Amanda Perelli | ) www.businessinsider.com time to read: +5 min

Read previewCreator-commerce company LTK thinks platforms like YouTube and TikTok are at a major disadvantage as they push into affiliate marketing. These platforms are betting big on social shopping and have introduced a suite of in-app shopping tools and features for creators and customers. Now, the platform offers a variety of shopping tools, including an affiliate-marketing program that pays creators commissions for the sales they drive through clickable affiliate links. Still, Yazdian said creators want to have all their shopping links in one place. LTK also offers several tools tied to specific platforms to help creators move their followers to their LTK storefronts.

Persons: —, Allison Yazdian, LTK, Yazdian, It's, Instagram Organizations: Service, Business, US, YouTube, Target, Walmart Locations: Dallas, SoftBank

Brands are "shifting from one-time, short-term partnerships to long-term, recurring partnerships," said Olivia McNaughten, senior director of product marketing and partnerships at the influencer firm Grin. Influencer marketing remains a bright spot in the creator industry, whereas companies in other categories have struggled to grow. Influencer marketing, by contrast, is humming along, with billions of dollars expected to pour into the category this year. Influencer marketing may also be outperforming other creator-economy businesses because it taps into an existing market rather than inventing something new. Goldman Sachs analysts forecasted in April 2023 that influencer marketing and creator advertising would help grow the creator economy to a $480 billion industry by 2027.

Persons: —, Olivia McNaughten, Grin, Fohr, Dollar Boy, it's, Lindsey Lugrin, Grace Murray Vazquez, Petit, they've, Ansley Williams, influencer, influencers, Williams, Lugrin, Goldman Sachs, Ed East, It's Organizations: Service, Business, Dollar, Voices, Cannes Lions, Southwest, Ogilvy North, YouTube Locations: London, Emarketer, South, Ogilvy North America

☆ New social-media apps are surging as people look for alternatives to Instagram and TikTok. But can they last?
▼ + stars: | 2024-07-10 | by ( Sydney Bradley | Amanda Perelli | ) www.businessinsider.com time to read: +1 min

Many new social-media apps struggle to sustain user growth after going viral. Sensor Tower data shows major incumbents like Instagram and TikTok are still dominating. download the app Email address Sign up By clicking “Sign Up”, you accept our Terms of Service and Privacy Policy . AdvertisementA new app hits the top of the app store, everyone is talking about it, and millions download it. According to recent data from marketing intelligence firm Sensor Tower, it is much tougher for new social-media platforms to grow and retain users compared to major incumbents like Instagram or TikTok.

Persons: — Organizations: Service, Business

☆ Meet Aphmau, who's quietly become one of YouTube's most influential gamers with her viral Minecraft roleplay videos
▼ + stars: | 2024-07-04 | by ( Amanda Perelli | ) www.businessinsider.com time to read: +1 min

Jessica Bravura has quietly become a celebrity gamer on YouTube with 21 million subscribers. Here's a look at the rise of her viral Minecraft roleplaying videos and her business. AdvertisementJessica Bravura, known online as Aphmau, has built a vibrant Minecraft empire on YouTube. Bravura, 34, has 21 million subscribers on YouTube and is known for her videos roleplaying on Minecraft servers. Creators like Bravura use Minecraft to play out storylines that exist within the fantasy world.

Persons: Jessica Bravura, — Organizations: YouTube, Service, Business

☆ Influencer talent firm Night is shutting down its studio that aimed to turn creators into TV and movie stars
▼ + stars: | 2024-07-03 | by ( Amanda Perelli | Sydney Bradley | ) www.businessinsider.com time to read: +3 min

Talent management firm Night is shutting down its in-house production arm, Night Studios. The company has parted ways with Alex Piper, who served as the head of Night Studios, and Jared Jacobs, who was the vice president of development. Related storiesPiper joined Night Studios in 2022 after serving as YouTube's head of unscripted originals, and Jacobs came on in 2023 from Mark Wahlberg's Unrealistic Ideas. AdvertisementPiper posted to LinkedIn on Wednesday confirming his exit from the company, writing that Night Studios "got shut down." "Most top creators no longer view premium distribution as the ultimate goal," Duchscher wrote in his statement.

Persons: Alex Piper, Jared Jacobs, Reed Duchscher, Piper, Jacobs, Mark Wahlberg's, Duchscher, Jessica, Kai, YouTuber Ryan Trahan, Jimmy Donaldson, Donaldson Organizations: Service, Talent, Studios, Night Studios, Netflix, Amazon

☆ I went to VidCon where YouTube brought 'Minecraft' to life, TikTok built an airport for creators, and Instagram tried to make AI fun
▼ + stars: | 2024-07-02 | by ( Amanda Perelli | ) www.businessinsider.com time to read: +1 min

I traveled to Anaheim, California, for the largest conference celebrating the creator industry. I saw screaming fans dressed in cosplay and stepped inside YouTube Gaming's "Minecraft" installation. download the app Email address Sign up By clicking “Sign Up”, you accept our Terms of Service and Privacy Policy . VidCon is the premier creator-economy conference, held each year in Anaheim, California. This story is available exclusively to Business Insider subscribers.

Persons: —, VidCon Organizations: Service, Business Locations: Anaheim , California

☆ Forget TikTok, influencers say Instagram reels and YouTube shorts are better for creators getting started to grow an audience
▼ + stars: | 2024-07-02 | by ( Shriya Bhattacharya | Amanda Perelli | ) www.businessinsider.com time to read: +4 min

Read previewYouTube, TikTok, Instagram, Snapchat, Threads. Kay, known online as honeybobabear, said YouTube shorts was instrumental in rapidly growing her audience. Others have been making money from ad-revenue sharing on shorts, starting from the program's first month. Related storiesBoth YouTube shorts and Instagram reels have taken a bite out of TikTok's engagement in recent months. "It's doing so well right now, but I think it also depends on the type of content you want to create," she said, adding that for lifestyle content, Instagram is "where it's at."

Persons: —, Janette Ok, Kelly Kay, Arianna Hailey, Kay, Morgan Stanley, Instagram, Hailey, TikTok, she'd, Sofia Bella, couldn't Organizations: Service, Business, YouTube, Brands, Meta, Instagram's Locations: Brazil, Omdia, VidCon

☆ Business cards are out. Instead, I use a QR code that directs to my LinkedIn profile when networking.
▼ + stars: | 2024-07-01 | by ( Amanda Perelli | ) www.businessinsider.com time to read: +1 min

I no longer carry around a stack of business cards when attending events and conferences. Instead, I use my phone, and share a special QR code that directs back to my LinkedIn profile. download the app Email address Sign up By clicking “Sign Up”, you accept our Terms of Service and Privacy Policy . I write about the creator economy, so networking at events like this is extremely important for sourcing (and shameless self-promotion). This story is available exclusively to Business Insider subscribers.

Persons: I've, — Organizations: Service, Business Locations: Anaheim , California

☆ VidCon 2024 showcased the internet's hottest stars you may never have heard of. Here are 7 top takeaways from the annual creator industry conference.
▼ + stars: | 2024-07-01 | by ( Amanda Perelli | ) www.businessinsider.com time to read: +8 min

The names fans gushed over at this year's VidCon creator conference, held last week in Anaheim, California, weren't the influencers you might expect (or maybe I'm just getting old?) Here are seven top takeaways from VidCon 2024, from the reign of Minecraft streamers to the struggles of once-buzzy startups:Creator collective, Krew, meeting fans at VidCon. Fans of these Minecraft creators lined up outside the convention center each morning, often dressed in cosplay related to the creator's videos. Last year, creator startups made a huge splash at VidCon. Related storiesBut this year, traditional media companies replaced creator startups as sponsors.

Persons: —, Jessica Bravura, Bravura, Products Amjad Hanif, Patrick Stevenson, VidCon, Tara, Alpha, TikTok, Tara Yummy, Jake Webber, Johnnie Guilbert, Hank, John Green, Amanda Perelli, Instagram, Meta, Ray, Twitch, Alix Earle, Jake Shane, Braxton Berrios, Dave Benett Organizations: Service, YouTube, Business, Products, White, Leadership Summit, SXSW, Cannes Lions, Merrell Twins, Publish Press, Disney, Hyatt Regency, YouTube Gaming, Hyatt, Facebook, UTA, Riviera, Cannes Locations: Anaheim , California, Bravura, VidCon, Spotify's, Australia

☆ Instagram really wants everyone to start using its shiny new AI tools. Will you?
▼ + stars: | 2024-06-28 | by ( Sydney Bradley | Amanda Perelli | ) www.businessinsider.com time to read: +3 min

Read previewHey, everyone: Instagram really wants you to start using its AI tools. Related storiesThe AI Studio product will let creators make their own AI-powered characters in the app. Meanwhile, on the ground in Anaheim, CA, Instagram is showcasing its AI features at the creator economy's biggest event. Many of Instagram's AI tools are accessible within the DM feature, such as stickers in chat and the creator chatbots. "If you look at Instagram, DMs is one of the fastest growing parts of the system," Zuckerberg said on the "Blueprint" podcast.

Persons: —, Instagram, Mark Zuckerberg's, Zuckerberg, YouTuber Kane Sutter, chatbots Organizations: Service, Business, Instagram, DMs Locations: Anaheim , CA

☆ 5 creator-economy startups YouTube star MrBeast has invested in, according to court documents
▼ + stars: | 2024-06-25 | by ( Amanda Perelli | ) www.businessinsider.com time to read: +1 min

YouTube's top creator, MrBeast, has invested in five creator companies, court filings show. download the app Email address Sign up By clicking “Sign Up”, you accept our Terms of Service and Privacy Policy . AdvertisementAside from creating viral content, internet sensation MrBeast has used his earnings to back several creator-economy upstarts. Jimmy Donaldson, known as MrBeast online, is the most-subscribed-to YouTube creator, with 288 million subscribers. A recent court filing confirms for the first time the companies that Donaldson has invested in.

Persons: Donaldson, —, MrBeast, Jimmy Donaldson, He's Organizations: Service, YouTube

☆ A top Spotter exec breaks down how AI is changing the creator economy — and why short-form video could be a casualty
▼ + stars: | 2024-06-24 | by ( Amanda Perelli | ) www.businessinsider.com time to read: +5 min

That's a slightly different approach than some other AI tools that focus on automating aspects of a creator's workflow. Advertisement3 ways AI could impact the creator economy, according to BakausAI could upend short-form video and help longer-form content thrive. Short-form video, however, has had a harder time forming those deep connections, which makes it easily replaceable, Bakaus said. It's usually the thing that most people outsource the last, not because they don't necessarily want help," Bakaus said. And, AI tools can help with overall ideation, he said.

Persons: —, Paul Bakaus, Bakaus Organizations: Service, Business, YouTube

☆ The rise of STEM influencers: 3 top takeaways from a conference that serves as an annual science fair for YouTubers
▼ + stars: | 2024-06-17 | by ( Amanda Perelli | ) www.businessinsider.com time to read: +8 min

All of this, and more, took place last week at Open Sauce, the annual STEM conference for makers and content creators. It also featured three large exhibit halls filled with unique inventions created by students, engineers, makers, and content creators. The conference offered sessions from dozens of YouTube's top STEM creators, including Osman, Adam Savage, Mark Rober, Astro Alexandra, and Nile Red. Related storiesHere are three key takeaways from this year's Open Sauce:YouTuber and engineer Mark Rober on stage at Open Sauce. Some industry attendees said Open Sauce felt similar to the early days of VidCon, the largest annual creator industry conference, because of its smaller, community feel.

Persons: —, William Osman, Osman, Amjad Hanif, YouTube's, Paul Bakaus, Alessandra Catanese, Adam Savage, Mark Rober, Astro Alexandra, Rober, Bakaus, Amanda Perelli, Derek Muller Organizations: Service, YouTube, Business, Smosh, Creators, Investment, Partners Locations: Cow, San Francisco, VidCon

☆ Substack's expanding chat features are helping some creators build communities and gain paying subscribers. They share their strategies.
▼ + stars: | 2024-06-14 | by ( Amanda Perelli | ) www.businessinsider.com time to read: +6 min

AdvertisementPaying subscribers can message MacNaughton directly through Substack's chat feature and share artwork and feedback with her community. DrawTogether's total number of paying subscribers has more than doubled since introducing chat, McNaughton said. Before Substack, MacNaughton already had an online following, which she said contributed to the success of her Substack. Using the chat feature, Zukhovich interacts directly with her paying subscribers, who share what they cooked that week or ask for recipe ideas using certain ingredients. Before Substack's chat feature, MacNaughton encouraged her audience to share their work with her on Instagram.

Persons: —, Wendy MacNaughton, DrawTogether, she's, McNaughton, MacNaughton, Jasmine Sun, Katie Zukhovich, Zukhovich, Substack, I'm Organizations: Service, Business, Substack Locations: MacNaughton

☆ Vimeo is courting YouTubers like The Try Guys to launch subscription platforms and has become a surprising emerging power player in the creator economy
▼ + stars: | 2024-06-06 | by ( Amanda Perelli | ) www.businessinsider.com time to read: +6 min

Channels like Dropout (14 million subscribers), The Try Guys (8 million subscribers), and Watcher (2.8 million subscribers) are launching subscription platforms through Vimeo's content-monetization service, Vimeo OTT. "We are very proactively focused on the YouTube creator space," Bloom said. Like Vimeo OTT, several tech startups are betting on creator-led subscription content, from Patreon to OnlyFans to Nebula. Subscription business strategies that have worked for Vimeo OTT creatorsOnce a platform is created through Vimeo OTT, creators own the relationship with their fans. Vimeo said its OTT creator content varies from the comedy genre to historical content to unscripted reality TV.

Persons: —, OTT, Rich Bloom, Bloom, Vimeo OTT, It's Organizations: Service, Business, YouTube, British YouTube, Entertainment, Vimeo, Netflix, BI, Apple, Android, Samsung Locations: British, Patreon

☆ Ad agency BENlabs has laid off staffers and named a new CEO as the company restructures
▼ + stars: | 2024-06-05 | by ( Amanda Perelli | ) www.businessinsider.com time to read: +1 min

It announced plans to focus on product placement, influencer marketing, and creator platform TubeBuddy. The company also named a new CEO to help lead the restructuring. download the app Email address Sign up By clicking “Sign Up”, you accept our Terms of Service and Privacy Policy . AdvertisementAdvertising agency BENlabs has laid off staffers and appointed a new CEO as part of a restructuring, the company announced on Tuesday. The company said the restructuring focuses its business on three core areas: product placement, influencer marketing, and the creator-analytics platform TubeBuddy.

Persons: BENlabs, — Organizations: Service

☆ 15 rising stars in influencer management building impressive talent rosters and making waves in the creator economy
▼ + stars: | 2024-05-30 | by ( Shriya Bhattacharya | Amanda Perelli | ) www.businessinsider.com time to read: +1 min

There's a new group of talent managers making waves in the creator ecosystem. Business Insider is highlighting 15 rising stars helping influencers build their brands. download the app Email address Sign up By clicking “Sign Up”, you accept our Terms of Service and Privacy Policy . AdvertisementA new crop of professionals has entered the talent manager space. This story is available exclusively to Business Insider subscribers.

Persons: influencers, —, Al Baker Organizations: Service, B Digital Management, Business

☆ 4 takeaways that show how AI influencers are invading YouTube and social feeds, from a new survey of 1,000 consumers
▼ + stars: | 2024-05-23 | by ( Amanda Perelli | ) www.businessinsider.com time to read: +1 min

A new report from The Influencer Marketing Factory outlines the rise of virtual influencers. These AI influencers are now mainstream, with 53% of respondents in a survey following at least one. They're presenting themselves as digital avatars or AI-generated virtual influencers. These AI influencers are now going mainstream, according to an April report by The Influencer Marketing Factory. It found that 53% of participants followed at least one virtual influencer, and 22% were somewhat familiar with these creators.

Persons: — Organizations: Factory, Service, Business

download the appSign up to get the inside scoop on today’s biggest stories in markets, tech, and business — delivered daily. Read previewCreator-economy startup Jellysmack has sold its catalog-licensing business, JellyFi, a company spokesperson told Business Insider. "Jellysmack's team has been extremely professional, and we hope to continue collaborating with them on many other opportunities," Copyright Capital's CEO Jack Ojalvo told BI in a statement. AdvertisementThe company entered the catalog-licensing business in early 2022, saying it would set aside $500 million for the effort. The company chose to deprioritize JellyFi in favor of more profitable core initiatives.

Persons: —, Frederic Porcherot, Jack Ojalvo, Jellysmack, Sean Atkins, deprioritize, X, it's Organizations: Service, Copyright, BI, Business, Keli Network, YouTube, Facebook, Creative, Jellysmack, Productions, Network Media LLC, Crime Network Locations: SoftBank

But while the company's profile in the industry has stayed constant and swaggering, behind the curtain, its business has been increasingly troubled, 10 insiders told Business Insider. Creator economy professionals mingled beneath glowing jellyfish and coral light fixtures inside Jellysmack's creator lounge during VidCon 2023. "As a startup in the ever-evolving creator economy, we are constantly testing and adapting our business model," the Jellysmack spokesperson told BI in a statement. Advertisement"The world was falling apart with the pandemic, but early Jellysmack felt like a dream," the second former staffer told BI. BI viewed two Jellysmack contracts and an email exchange between Jellysmack and one of its creator clients to verify the practice.

Persons: —, SoftBank, lanyards, Jellymack, Jellysmack, YouTubers, Brad Mondo, Meta, Michael Philippe, Jellysmack cofounders Swann Maizil, Robin Sabban, Nathan Guetta, Condé Nast, Youri Hazanov, Sean Atkins, hasn't, Snapchat —, Amanda Perelli, JellyFi, deprioritize, that's, it's, Ollie Forsyth, They've Organizations: Service, Business, Facebook, influencers, BI, YouTube, Disney, Comcast, Keli, Big Tech, cryptocurrency, MTV, HBO, Copyright Capital, SoftBank, Productions, OKA Media, Network Media LLC, Crime, Star, Spotify, Crime Network Locations: VidCon, SoftBank

This story is available exclusively to Business Insider subscribers. Traditional agencies that work with top Hollywood talent — like blue-chip firms CAA, UTA, and WME — have started representing YouTube, Instagram, and TikTok stars, working with popular creators from Addison Rae to Emma Chamberlain. Some management firms and agencies are focused on specific criteria, like creators in the lifestyle category or those from diverse backgrounds. "There wasn't a huge prioritization of diversity in the influencer space, which was a problem for me, especially as a Black woman," CFG founder Annelise Campbell told Business Insider. "I felt that most brands were not seeing the value of diverse creators and the audiences they serve.

Persons: WME —, Addison Rae, Emma Chamberlain, Annelise Campbell, Shayanne Gal Organizations: Business, Hollywood, CAA, UTA, YouTube, Entertainment

☆ YouTube's plan to compete with Spotify and Apple in podcasting, according to 2 insiders
▼ + stars: | 2024-05-09 | by ( Amanda Perelli | ) www.businessinsider.com time to read: +2 min

YouTube is leaning on its music app to rival competitors like Spotify and Apple Podcasts. As video podcasts boom on YouTube, the platform is leaning on its ability to offer both video and audio to draw in listeners. "With YouTube Music, we've expanded a user's choice for how to consume podcasts on YouTube," Sweet said. "Audiences can pivot to an audio-first experience with the ability to background and download podcasts on the go, and these experiences sync up." Podcasts are found in the YouTube Music app on the home and Explore tabs.

Persons: —, we've, Sweet, We're Organizations: YouTube, Spotify, Apple, Service, Business

☆ 2 YouTube employees explain how to make a podcast stand out on the platform, from strategies for branding to playlists to shorts
▼ + stars: | 2024-05-06 | by ( Amanda Perelli | ) www.businessinsider.com time to read: +7 min

The platform wants to capitalize on this trend by helping more video podcasts to break through. AdvertisementThe execs said they've seen an increase in viewers for YouTube podcasts, in part because more people are watching them on TV. If your YouTube channel only features podcast episodes, Chan recommends placing those videos into a playlist and marking the playlist as a podcast in YouTube Studio. Related storiesChan said, however, that these playlists should only contain full podcast episodes, not clips or unrelated content. Creators can link to a podcast episode from a short to direct viewers to the full-length episode.

Persons: —, Stephanie Chan, Emma Sweet, Sweet, they've, Chan, we'll, Nick Viall, Emma McIntyre, Chain Organizations: Service, YouTube, Business

☆ YouTube superstar MrBeast is breaking up with his talent manager
▼ + stars: | 2024-05-06 | by ( Marta Biino | Amanda Perelli | ) www.businessinsider.com time to read: +3 min

MrBeast is hitting the brakes on his relationship with his talent-management company, Semafor reported. Talent firm Night Media has been working with the superstar YouTuber for six years. Two sources told Semafor that Night would "no longer be his primary talent management agency." AdvertisementSuperstar YouTuber MrBeast and his talent-management company, Night Media, are growing apart, according to a new report from Semafor. At the same time, MrBeast's empire has continued to expand: the YouTuber told Time earlier this year he makes between $600 and $700 million in revenue a year.

Persons: Semafor, YouTuber, —, YouTuber MrBeast, Jimmy Donaldson, Donaldson, Reed Duchscher, Reed, Duchscher, Safiya Nygaard, It's, Kai Cenat, He's, Burger, Beast, Preston Arsement, Charli D'Amelio Organizations: Media, Service, Night Media, Bloomberg, Beast Investments, Amazon Prime Locations: Semafor, Texas, Feastables

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