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☆ I'm a TikTok and YouTube creator with 10 million followers. Here are my top 3 tips to make videos go viral.
▼ + stars: | 2023-06-08 | by ( Marta Biino | ) www.businessinsider.com time to read: +5 min

He's built a formula to make short-form videos go viral after working with other creators for years. This as-told-to essay is based on a conversation with Brandon Baum, a short-form content creator. One of my YouTube videos, "Turning Statues into Food," has almost 750 million views. After six years of creating short-form video content, here are my top-three tips to make videos that go viral. One creator that does this well in his short-form videos is MrBeast.

Persons: Brandon Baum, He's, Woody, Kleiny, I'd, we'd, you've, Guy Organizations: YouTube, Facebook, Sky, Adidas, Pixar Locations: TikTok

☆ TikTok reportedly wants to take on Amazon and 4x its shopping business this year — but it faces big challenges
▼ + stars: | 2023-06-08 | by ( Nathan Mcalone | ) www.businessinsider.com time to read: +3 min

It seeks to grow TikTok Shop from $4.4 billion in sales last year to up to $20 billion this year, Bloomberg reports. It faces big challenges in the US market where livestream shopping hasn't caught on. The global roll-out of TikTok Shop has faced some setbacks, however. The major social platforms like Instagram and YouTube have struggled to make livestream shopping a habit among US consumers. If TikTok hopes to ride the livestream shopping wave to go head-to-head with Amazon, something will have to change drastically in the way Americans shop.

Persons: TikTok, Patrick Nommensen, Insider's Marta Biino, Nommensen, Instagram Organizations: Bloomberg, Morning, TikTok, Street Journal, Financial Times, YouTube Locations: Southeast Asia, Indonesia, Asia, Europe, TikTok

☆ I made over $14,000 selling my fantasy books on TikTok Shop. It's a great way for indie authors to make money.
▼ + stars: | 2023-06-06 | by ( Marta Biino | ) www.businessinsider.com time to read: +5 min

In the summer of 2022, he got access to TikTok Shop and began selling his books through the app. Last summer, I started using TikTok Shop as a platform to sell my books directly to people in the UK. Since I began using TikTok Shop, I've made over £11,000, about $14,000. With TikTok Shop, I end up with £2 or £3 per book more than when I sell through Amazon, on average. With TikTok Shop, I can only ship in the UK, so it's been a good way to tap into my UK audience.

Persons: Adam Beswick, He's, A.P Beswick, haven't, TikTok, It's, I've, — I'm, I'm, that's, it's, you'll, you've Organizations: KDP, Amazon Locations: TikTok

☆ TikTok is the best platform to make money on, according to a new survey of 1,500 creators. But YouTube reigns supreme for high earners.
▼ + stars: | 2023-06-05 | by ( Marta Biino | ) www.businessinsider.com time to read: +4 min

Royalty-free music provider Epidemic Sound surveyed 1,500 content creators on their businesses. The best platform to earn was TikTok, creators said, closely followed by YouTube. "This tells me that previously content creators were more dependent on external props to grant their content the production value that they thought would determine success. The majority of creators say TikTok is the best platform to make money, followed by YouTubeWhen asked which platforms are the best to generate income, 30% of creators mentioned TikTok, while about 26% said YouTube. A May report from influencer-marketing firm The Influencer Marketing agency found that 94% of surveyed creators used AI; in another report from video-and-image app developer Lightricks, 62% of creators said they used it.

Persons: we'll, Oscar Höglund, Höglund, TikTok, ure Organizations: YouTube, Influencer

☆ 77% of creators say their incomes have gone up in the last year, but the vast majority are looking to cut costs. Here are 4 key takeaways from a new survey.
▼ + stars: | 2023-06-02 | by ( Marta Biino | ) www.businessinsider.com time to read: +4 min

Royalty-free music provider Epidemic Sound surveyed 1,500 content creators on their businesses. The best platform to earn was TikTok, creators said, closely followed by YouTube. 76.5% of creators had seen their income increase significantly over the past 12 monthsThat's compared to 23% who said their income had gone down or stayed the same. "This tells me that previously content creators were more dependent on external props to grant their content the production value that they thought would determine success. A May report from influencer-marketing firm The Influencer Marketing agency found that 94% of surveyed creators used AI; in another report from video-and-image app developer Lightricks, 62% of creators said they used it.

Persons: we'll, Oscar Höglund, Höglund, TikTok, ure Organizations: YouTube, Influencer

☆ A TikTok Shop exec breaks down the company's vision for the product and how it's wooing brands and creators
▼ + stars: | 2023-06-01 | by ( Marta Biino | ) www.businessinsider.com time to read: +7 min

With Shop, TikTok wants to replicate the success of commerce on its Chinese sister app Douyin. Patrick Nommensen, TikTok GM of UK ecommerce, discussed some of the details for brands and creators. TikTok has big ambitions for shopping and has been investing heavily in it — from developing a logistics business to powering in-app purchases through TikTok Shop. Overseeing TikTok Shop has been one of Nommensen's focuses. Nommensen said TikTok has been working with some high-tier creators and celebrities on a strategic basis to spread awareness around TikTok Shop, pairing them with merchants.

Persons: TikTok, Patrick Nommensen, It's, Nommensen, Nommensen's, livestreaming, Sellers, it's Organizations: TikTok, ByteDance, Street Journal, Facebook, Insider Intelligence Locations: Asia, TikTok, Musical.ly, Spain, Brazil, Southeast Asia, China

☆ TikTok loves book 'tropes' and authors are feeling the pressure to use them as the platform becomes a powerful marketing tool
▼ + stars: | 2023-05-30 | by ( Marta Biino | ) www.businessinsider.com time to read: +5 min

A common way to quickly discuss book plots on TikTok is through tropes, or specific themes that recur in many stories. The focus on tropes has to do with the short nature of videos on TikTok, creators told Insider. The success of tropes puts pressure on authors to try themFor authors, seeing these types of plots find success on the platform can be a double-edged sword. She decided to try writing a romance novel incorporating popular tropes like "enemies to lovers." Some creators worry the focus on tropes on TikTok may be limiting authors' visions.

☆ 33 rising stars in influencer talent management shaping the future of the creator economy
▼ + stars: | 2023-05-30 | by ( Amanda Perelli | Marta Biino | ) www.businessinsider.com time to read: +2 min

Insider is highlighting 33 rising stars in management who are shaping the creator economy's future. A big focus for many talent managers in the creator space is helping their clients move beyond their presence on social media: branch out into traditional media, launch physical and digital products, and start their own companies. Jordan Schwarzenberger, for example, cofounded Arcade Media, a talent firm that exclusively manages the Sidemen — a creator collective with over 240 million combined followers. Insider chose these rising stars based on reader nominations, as well as reporting and conversations with industry professionals. Here are 33 rising stars in influencer talent management, listed alphabetically by company name:

☆ How TikTok is shaking up the entertainment business and changing power dynamics, according to dozens of authors, comedians, dancers, music-industry professionals, and more
▼ + stars: | 2023-05-29 | by ( Dan Whateley | Shriya Bhattacharya | Sydney Bradley | ) www.businessinsider.com time to read: +5 min

TikTok has become a de facto audition stage for musicians, dancers, comedians, and even authors. "TikTok has to find that balance with not pissing off the major labels," a music marketer told Insider. Launching a writing career via the app is real if an author can get enough attention on their videos, writers told Insider. Author Alex Aster used TikTok to post about her book idea and ultimately scored a publishing deal that ended up being worth $460,000. "That's the power of TikTok," she told Insider.

☆ How influencers think about AI and its impact on their work, according to a new survey of 1,000 creators
▼ + stars: | 2023-05-24 | by ( Marta Biino | ) www.businessinsider.com time to read: +4 min

The survey shows 62% of creators already use AI to help create content. Lightricks partnered with the market-research firm YouGov to survey more than 1,000 current and aspiring content creators in the US over the age of 18. The company defined content creators as "those who edit and share photos and/or videos online that generate income," while aspiring creators were defined as "those who are working towards achieving that goal." 62% of creators use AI to help create contentThe data gathered by Lightricks showed that 62% of current creators and 68% of aspiring creators already used AI in their content-creation process. 38% of creators think AI will increase their feesDespite the debate around how AI will impact creative work, 38% of creators believe that their fees will increase with the use of AI, while 22% think they will decrease.

Many Instagram influencers use media kits to pitch themselves to brands. Insider spoke with thirteen Instagram influencers who shared the exact media kits they use. Instagram influencers often rely on brand deals as their main source of income. To get these deals, creators often use media kits to showcase their value to a company, providing audience metrics and, sometimes, pay rates. Here are thirteen examples of real media kits that influencers use to land brand deals on Instagram (ordered from least followers to most):This post has been updated to add more media kits.

☆ 10 things in tech: Musk believes remote work is morally wrong, BookTok a kingmaker, and AI press releases
▼ + stars: | 2023-05-18 | by ( Michael Cogley | ) www.businessinsider.com time to read: +4 min

It will be interesting to see what enlarged role social media stats will also have on the publishing industry, given TikTok has assumed the position of a literary kingmaker. But before I pitch you my novella that's sure to be a social media hit, let's jump into today's tech news. He also revealed that he planned to rehire some of the thousands of staff he laid off after he assumed control of the social media giant. A new PR tech company is using AI to write press releases. Apple unveiled a new set of accessibility features this week, including "Personal Voice," which aims to replicate a user's voice with AI after 15 minutes of training.

☆ TikTok has influenced nearly every aspect of book publishing and helped push sales to record highs. 25 insiders describe how it's changed their industry.
▼ + stars: | 2023-05-17 | by ( Marta Biino | ) www.businessinsider.com time to read: +11 min

The BookTok phenomenon helped send book sales to an all-time high and reignite a love for reading. From authors to stores, the book world is turning to TikTok to drive sales and build community. Still, while authors might feel pressure to try TikTok, industry experts say it's better to focus on craft than marketing. Aster is one of the hundreds of authors who are benefitting from the success of TikTok and its book-related hashtag #BookTok. But TikTok's influence on publishing has also dialed up the pressure on authors to be marketers, as well as writers.

☆ The number of YouTubers making money from shorts has gone way up since it introduced ad-rev share, according to a new report. Here are 2 other key takeaways.
▼ + stars: | 2023-05-12 | by ( Marta Biino | ) www.businessinsider.com time to read: +5 min

A new report gathering data from 2,641 creators analyzes usage of YouTube shorts. More and more creators are making money through YouTube shorts, according to a new report released by the creator fintech company Mediacube. The amount of money they make for 1,000 views, however, is still much lower than on long-form videos. The number of creators earning money from shorts is up 485%The number of creators earning money from YouTube shorts went up from 129 in January to 730 in February and 755 in March. For example, 18% of the views for Mediacube creators come from Russia, which currently has no access to YouTube monetization.

☆ 94.5% of creators use AI to help them make content, according to a new survey of 660 influencers
▼ + stars: | 2023-05-10 | by ( Marta Biino | ) www.businessinsider.com time to read: +3 min

The firm surveyed 660 creators based in the US on how they use AI, among other topics. 94.5% of them said they use AI, with editing content and image generation being top ways. And for those who are in the business of creating content, AI that can help streamline creative work can be especially enticing. The top three ways chosen were editing content, generating images and videos, and creating text and captions for accessibility. "If you're a content creator, people follow you for your storytelling, your unique point of view.

☆ Instagram is launching a test that will pay a share of ad revenue from reels to a 'small group' of creators. Here's how it will work.
▼ + stars: | 2023-05-09 | by ( Sydney Bradley | Marta Biino | ) www.businessinsider.com time to read: +3 min

Meta's ad-rev-share program, called "Ads on Reels," has been testing on Facebook for over a year already. On Facebook, some creators can earn money from either overlay ads or post-loop ads played on their reels. Instagram will begin testing this new payment model for reels with a "small group" of US-based creators and advertisers, as part of expanding Ads on Reels to the platform. Facebook has been testing its Ads on Reels program for over a year. MetaCracking the code for monetizing reels and paying creators has been a years-long saga for Meta (and other short-form video platforms).

☆ A travel influencer with 680K TikTok followers shares her 4-page media kit and strategies to get free hotel stays
▼ + stars: | 2023-05-03 | by ( Marta Biino | ) www.businessinsider.com time to read: +4 min

The 23-year-old creator joined the platform in 2012, when she was in middle school, and has been determined to become a content creator since then. But while this content was helpful to build an audience, she decided her aim was to build a career based on travel content. She shared some of her top tips to get started as a travel creator and pitch hotels for a free stay. When she decided she'd focus on creating travel content, she archived her old posts and started mindfully curating her feed. Read the 4-page media kit Seaberg uses to pitch hotels and brands for collaboration:

These publicists help bridge the gap between traditional media and the creator economy. They represent influencers on platforms like TikTok, YouTube, and Instagram. These high-profile influencers use PR professionals to help them craft their images and land them media appearances. In our fourth annual power list, Insider is spotlighting top publicists and PR pros working with creators on Instagram, TikTok, YouTube, and Twitch. We chose the PR professionals based on factors like their roles, responsibilities, and impact on their clients and the creator economy broadly.

☆ The creator economy is a $250 billion market, according to Goldman Sachs analysts. Here are 4 other takeaways from their 30-page report.
▼ + stars: | 2023-05-01 | by ( Marta Biino | ) www.businessinsider.com time to read: +6 min

Goldman Sachs released in April a report that maps out the creator economy. The firm estimates the creator economy is a $250 billion industry, and could reach $480 billion by 2027. Here are five key takeaways:The creator economy could be worth an estimated $250 billionGoldman Sachs estimates the creator economy represents a $250 billion total addressable market, which could reach about $480 billion by 2027. Investment in creator-economy startups is decliningNot all aspects of the creator economy have grown unfettered. The data reflects total capital raised by companies labeled under the categories "content creator," "creator platform" and "creator economy."

☆ TikTok's owner is laying the groundwork to launch a book publisher called '8th Note Press'
▼ + stars: | 2023-05-01 | by ( Dan Whateley | Marta Biino | ) www.businessinsider.com time to read: +3 min

TikTok owner ByteDance applied for a trademark for a book publishing entity called 8th Note Press. The company is also hiring staff to "discover and sign authors" and ensure "novel completion." TikTok has become a popular destination for readers to discover new books, driving up publishing sales and sparking a thriving community on the app dubbed #BookTok. Now its parent company ByteDance may be building out its own publishing arm. The company in April filed a US trademark application for a new book-publishing entity that would be called 8th Note Press.

☆ Snap shows have become a coveted way for influencers to make money. Here's how to get one, according to a manager who has landed 4 for his clients.
▼ + stars: | 2023-05-01 | by ( Marta Biino | Shriya Bhattacharya | ) www.businessinsider.com time to read: +4 min

Snapchat creators can pitch shows that appear on the platform's stories feed. Cameron Ajdari, an influencer manager who's landed four shows, shared his tips for a successful pitch. Of all the ways Snapchat creators can monetize their content, shows are becoming increasingly attractive because of the exposure they get on the platform. The content needs to be original, and the creator or licensor needs to have the rights to it. Ajdari shared the best practices that have helped his company pitch shows to Snap successfully.

☆ The creator economy could be a $250 billion industry, a Goldman Sachs report says. Here are 4 other takeaways.
▼ + stars: | 2023-05-01 | by ( Marta Biino | ) www.businessinsider.com time to read: +5 min

Goldman Sachs released in April a report that maps out the creator economy. The firm estimates the creator economy is a $250 billion industry, and could reach $480 billion by 2027. As the industry continues to take hold, Goldman Sachs released in April a report that maps out the creator economy, estimating its size and predicting key platform and engagement trends. Here are five key takeaways:The creator economy could be worth an estimated $250 billionGoldman Sachs estimates the creator economy represents a $250 billion total addressable market, which could reach about $480 billion by 2027. The data reflects total capital raised by companies labeled under the categories "content creator," "creator platform" and "creator economy."

☆ As Instagram shifts its focus, here are 6 ways the platform is letting creators earn money on the app in 2023
▼ + stars: | 2023-04-27 | by ( Sydney Bradley | Marta Biino | ) www.businessinsider.com time to read: +2 min

Nearly every social-media platform is experimenting with ways to pay content creators. Since 2020, Instagram has unveiled a hodgepodge of creator monetization programs — from tipping tools to a sponsorship marketplace for influencers. Currently, Meta is still operating and testing about six programs that pay creators on Instagram. One method is user-pay, where followers pay creators for their content using Instagram-native tools like the tipping features Badges on livestreams and Gifts on reels. Here's a breakdown of the various money-making tools Instagram is testing or has rolled out for creators:

☆ An influencer manager who's landed 4 Snap shows for his clients shares his top strategies for pitching the platform
▼ + stars: | 2023-04-26 | by ( Marta Biino | Shriya Bhattacharya | ) www.businessinsider.com time to read: +4 min

For the fourth year, Insider is recognizing the top PR reps for influencers and content creators. These publicists help bridge the gap between traditional media and the creator economy. These high-profile influencers use PR professionals to help them craft their images and land them media appearances. In our fourth annual power list, Insider is spotlighting top publicists and PR pros working with creators on Instagram, TikTok, YouTube, and Twitch. We chose the PR professionals based on factors like their roles, responsibilities, and impact on their clients and the creator economy broadly.

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