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☆ How 'Blogilates' creator Cassey Ho went from fitness influencer to the CEO of multiple 8-figure brands
▼ + stars: | 2023-06-11 | by ( Marta Biino | ) www.businessinsider.com time to read: +6 min

Cassey Ho started her YouTube channel Blogilates, which now has 8.6 million subscribers, in 2009. She started by posting fitness content, then became a designer, and founded two fitness brands. Almost 14 years later, the Blogilates channel has grown to 8.6 million subscribers, and other social-media profiles have almost 7 million combined. The pivot away from fitness content and toward short-formDespite finding success with fitness content, Ho has pivoted away from it. Cassey HoHow Blogilates and Popflex workOn top of creating content, Ho is the CEO of her brands, managing the design, product development, and marketing teams.

Persons: Cassey Ho, Ho, Blogilates, hasn't, Instagram, Cassey, Sam Livits, Popflex, I'm Organizations: YouTube, Facebook, OGorgeous Inc, Target Locations: Los Angeles, East, China, Popflex

☆ Facebook is gaining traction as a creator favorite and place to make money, according to new data. But Instagram is slipping.
▼ + stars: | 2023-05-05 | by ( Sydney Bradley | ) www.businessinsider.com time to read: +3 min

Facebook surpassed Instagram as creators' favorite app in 2023, per a new report. While TikTok and YouTube are the top two "favorite" platforms for creators in 2023, Facebook has supplanted Instagram with 17% of surveyed creators naming the Meta-owned platform as their favorite. In 2021, only 14% of surveyed creators named Facebook as their top pick. For instance, Veronica Cannady — a content creator across Facebook, Instagram, TikTok, and YouTube — told Insider that she prefers Facebook over Instagram at the moment. "As YouTube and others started rolling out and doubling down on monetization, Facebook did the same," Bartoli said.

☆ YouTube offered shopping features for viewers to buy merch during the Coachella livestream event, part of its continued testing in the space
▼ + stars: | 2023-04-26 | by ( Amanda Perelli | ) www.businessinsider.com time to read: +3 min

YouTube sold merch virtually during the official Coachella livestream event. Viewers could purchase the merch exclusively through YouTube Shopping. YouTube Shopping partnered with Coachella to sell exclusive merch during the platform's annual livestream event. The Coachella products were made available for purchase directly on the livestream and through YouTube shorts on Coachella's YouTube channel. Alphabet execs mentioned YouTube's shopping efforts during its Q1 earnings call on Tuesday, highlighting that there were more than 100,000 stores connected to sell products on YouTube Shopping.

☆ YouTube is shutting down a shopping program it had been quietly testing with influencers
▼ + stars: | 2023-04-12 | by ( Amanda Perelli | ) www.businessinsider.com time to read: +3 min

YouTube is shutting down a product-tagging shopping tool that it was testing. YouTube was paying some creators to test to the tool, part of a "tag products" pilot program. YouTube is shutting down a tool that let creators tag third-party products in their videos with shoppable links. Recently, TikTok has been quietly rolling out affiliate commissions for US creators in its shopping program. Instagram, on the other hand, shut down its test of a native affiliate program in July 2022, as Insider first reported.

The YouTube subscriber count has quickly become an outdated relic. YouTube shorts has lowered the barrier to entry, making it easier to gain subscribers. "Especially in the world of short-form content, where your viewers are one swipe away from moving onto someone else." Nearly every social platform, from YouTube to Facebook to TikTok, is still working to crack the code for monetizing short-form video well with advertising. Short-form video ad spending worldwide for 2022 to 2028, via Insider Intelligence.

☆ TikTok introduces new paywalled 20-minute video feature
▼ + stars: | 2023-03-07 | by ( Ashley Capoot | ) www.cnbc.com time to read: +2 min

The New Economy Forum is being organized by Bloomberg Media Group, a division of Bloomberg LP, the parent company of Bloomberg News. The new feature, called Series, will allow select creators to share longer videos that will be available for purchase behind a paywall. Users have previously only been able to share 15-second, 1-minute, 3-minute or 10-minute videos on TikTok. The new feature will further heat up the competition with platforms like YouTube — which is known for its long-form videos. In August 2021, YouTube introduced YouTube Shorts as a direct alternative to TikTok.

☆ Why Instagram Will Never Be Able to Compete With TikTok
▼ + stars: | 2023-02-02 | by ( Chris Stokel-Walker | ) www.businessinsider.com time to read: +9 min

TikTok's secret sauce is its ability to keep users on the platform, and without sacrificing its core, Instagram won't be able to compete. That's because on TikTok, every video a creator makes has to outperform every other TikTok video. Victim of its own successUnlike TikTok, Instagram has long been seen as a secure place on which to build a digital following. A year ago, when the researcher Valdovinos Kaye was interviewing TikTok creators for his book, he found that they desperately sought to transport their audiences over to Instagram. Rather than copying TikTok's success, Instagram might need to focus on what separates it from the pack.

☆ 4 reasons TikTok creators who never thought they'd try YouTube are suddenly embracing the platform
▼ + stars: | 2023-02-01 | by ( Shriya Bhattacharya | Marta Biino | ) www.businessinsider.com time to read: +11 min

Insider spoke to 10 TikTokers about why they're creating Shorts and longform content for YouTube. Then, last November, a change in the way YouTube pays creators shifted Taylor's thinking and pushed him to start posting on the platform. This year, she and her team will also start posting long-form videos in addition to Shorts on her channel. Creators are starting to fear that TikTok could get banned in the USFor some US creators, YouTube is the way to go because they worry that TikTok could be banned in the country. "Like Google's search engine, search on YouTube strives to surface the most relevant results according to keyword queries," a video posted on the company-owned channel YouTube Creators says.

☆ TikTokers who thought they'd never try YouTube are embracing it as it rolls out ad-revenue sharing on short videos
▼ + stars: | 2023-02-01 | by ( Shriya Bhattacharya | Marta Biino | ) www.businessinsider.com time to read: +11 min

YouTube is set to start sharing ad revenue with Shorts creators beginning February 1. Insider spoke to 10 TikTokers about why they're creating Shorts and longform content for YouTube. YouTube announced that it would start sharing advertising revenue with creators on Shorts, which is similar to TikTok's short-video style. This year, she and her team will also start posting long-form videos in addition to Shorts on her channel. "Like Google's search engine, search on YouTube strives to surface the most relevant results according to keyword queries," a video posted on the company-owned channel YouTube Creators says.

☆ Ex-YouTube star Jenna Marbles' husband, Julien Solomita, says their home was broken into
▼ + stars: | 2023-01-03 | by ( Morgan Sung | Morgan Sung Is A Trends Reporter For Nbc News Digital. | ) www.nbcnews.com time to read: +2 min

YouTuber Julien Solomita said he and wife Jenna Marbles' Southern California home was broken into on Monday. “[A] woman, that we don’t know, entered our home unannounced,” Solomita wrote in his Instagram story. i called the police and she was apprehended and arrested.”The couple and their dogs are safe, Solomita wrote. Solomita and Marbles, whose real name last name is Mourey, did not immediately respond to a request for a comment. Marbles continues to trend online whenever Solomita, who still creates content on YouTube and Twitch, includes her in his posts.

The report found that the FBI and DHS continue to spend more on international terrorism, despite saying for years that domestic terrorism now poses a greater threat to Americans. The report said a change in how the FBI categorizes domestic terrorism ideologies has been a hindrance to understanding the problem. In 2017, FBI created a new category of domestic terrorism ideology called “Black Identity Extremists,” but then stopped using it. The report also criticized the FBI and DHS as having been conservative in hunting for threat intelligence posted publicly on social media. Research conducted by MIT’s Technology Review found that “users consistently migrate from milder to more extreme content” on YouTube.

☆ YouTube salaries revealed: How much it pays employees for engineering and more roles
▼ + stars: | 2022-11-08 | by ( Ashley Rodriguez | Marta Biino | ) www.businessinsider.com time to read: +3 min

Insider analyzed YouTube job listings to see how much the company offers to pay US hires. YouTube is offering base salaries ranging from $83,000 to $425,000 across 48 November job listings. "It's at a very high level within the YouTube organization," said Bridget Dolan, managing director of Shopping Partnerships, talking about the YouTube Shopping team. Insider analyzed dozens of November job listings at YouTube to see what the company offers new hires in the US. Here were the US salary ranges in the job postings at YouTube (remote eligible jobs are denoted with an asterisk):

☆ Many YouTubers are excited about getting Shorts revenue, but industry insiders say not to expect big payouts
▼ + stars: | 2022-11-03 | by ( Marta Biino | Tom Dotan | ) www.businessinsider.com time to read: +7 min

YouTube announced in September it would start sharing ad revenue with creators on Shorts in 2023. Then, a week later, YouTube announced that in 2023 it would begin sharing ad revenue from Shorts with creators. For short-form content, YouTube will allocate an undisclosed amount of ad revenue to record labels to secure music licensing. Industry insiders warn that creators should temper expectationsWhile creators are hopeful about the payouts to come from YouTube Shorts, some industry insiders say they should quell their excitement and worry that expectations might not be met. There is an intentionality that comes with selecting and watching a long-form video that the endless scroll of a vertical feed doesn't allow for.

☆ Many YouTubers are anticipating big payouts from Shorts, but other industry insiders warn they should cool their expectations
▼ + stars: | 2022-11-01 | by ( Marta Biino | Tom Dotan | ) www.businessinsider.com time to read: +7 min

☆ YouTube strategist Paddy Galloway has worked with creators like MrBeast and Preston. Here's how he says YouTubers can grow in the era of Shorts.
▼ + stars: | 2022-10-14 | by ( Marta Biino | ) www.businessinsider.com time to read: +4 min

YouTube strategist Paddy Galloway has studied tens of thousands of YouTube videos. Here are his tips on how to grow on YouTube — especially in the age of YouTube Shorts. He's hired to help them maximize the reach on their YouTube videos, increase audience retention, and boost monetization. And he's had to help them through many changes on the platform, including the introduction of YouTube Shorts. Use Shorts as self-contained storytelling experimentsGalloway suggests not making Shorts using snippets from long-form videos, but creating bespoke, self-contained, 60-second stories.

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