YouTube Shorts Testing In-App Shopping, Affiliate Marketing

Google is stepping up in-app shopping, adding it to YouTube Shorts. “Doom scrolling is about to become doom shopping,” heralds the official blog of Nasdaq, where Google parent Alphabet trades. Now those parsing the YouTube feed of videos 60-seconds or less will have the option to purchase items instantly rather than through redirection to a third-party site. The move comes as Google and others saw digital ad revenue contract this year as a result of economic headwinds and increased competition — notably from TikTok, which is tracking to double its advertising income in 2022. Continue reading YouTube Shorts Testing In-App Shopping, Affiliate Marketing

TwitchCon: Streamers Object to Revenue-Sharing Reduction

Things were restive at TwitchCon, which wrapped Sunday in San Diego. Content creators were riled up over downsized revenue-sharing, first announced last month. The conference lets gamers and other enthusiasts who use Amazon’s live-streaming platform meet their favorite influencers while brands tout their wares. With over 2.5 million hours of live content streaming daily around the world, Twitch has become increasingly focused on financial sustainability and eventual profitability. But a less favorable revenue split and push toward advertising has proven unpopular with creators. Continue reading TwitchCon: Streamers Object to Revenue-Sharing Reduction

Facebook, Instagram and Messenger Offering New Ad Units

Meta Platforms is expanding its advertising inventory with new units in Facebook, Instagram and Messenger. Advertisers now have a new way to feature ads on Instagram’s Explore page, which displays content based on user preferences and routines. The Profile pages for all adult Instagram users will also carry advertising and select influencers will be eligible to push ads into their feeds as a way to potentially earn revenue. Messenger is going to use machine learning to program ads to likely purchasers. And Facebook Reels are getting “post-loop ads,” which creators and brands can slot between short videos. Continue reading Facebook, Instagram and Messenger Offering New Ad Units

VTubers are Latest Creators Earning on YouTube and Twitch

VTubers are Japan’s latest export, with dozens of the virtual online stars claiming millions of fans and becoming a new breed of influencer, raking in hefty sums on platforms such as YouTube and Twitch. Tokyo-based Hololive Production kicked off the creator trend, which centers on animated personas that stream using motion-capture or AR face-tracking. Complete with their own mythos and origin stories, the characters amass large followings. As of April, Hololive represented more than 65 VTubers, the most popular in English, Gawr Gura, has more than 4 million YouTube subscribers. Now UTA has signed VTubers Shxtou and Baoo for representation. Continue reading VTubers are Latest Creators Earning on YouTube and Twitch

Ticketmaster Teams with TikTok on Event Discovery Feature

Ticketmaster and TikTok have teamed up for an in-app event discovery feature that will let the short-form video app share live event information and direct users to Ticketmaster’s site for purchase. Influencers can now link relevant Ticketmaster events to their videos. Initially, the new feature will only be available to select creators, with plans to scale more broadly over time. Acts that have signed on to use the ticketing mini app at launch include Demi Lovato, OneRepublic, Backstreet Boys, Usher and more. WWE is also participating. The pact follows a similar agreement Ticketmaster made with Snapchat in February. Continue reading Ticketmaster Teams with TikTok on Event Discovery Feature

Instagram Paying Media Companies to Create Popular Reels

Instagram is opening its wallet to media companies that can generate viral Reels, even as it cuts back on personalization. The step is the latest development as the Meta Platforms social app continues to experiment with its configuration, including algorithms and UI. On Thursday, the company said it will discontinue the full-screen feed it has been beta testing and will also be scaling down plans to increase force-fed recommendations. This rather abrupt reversal is said to be in response to the public criticisms of potential updates by users and notable influencers. Continue reading Instagram Paying Media Companies to Create Popular Reels

New Facebook and Instagram Updates Mimic TikTok’s Model

Meta Platforms is adjusting Facebook’s algorithms to offer more discovery and personalization features, according to the company. Users will now automatically land on a Home tab instead of the old News Feed. A revamped Feed will emphasize videos, photos and algorithmically curated posts. While observers have been quick to label the change yet another attempt to chase TikTok’s addictive, influencer-driven feed, Meta assures users this doesn’t mean goodbye to friends and family. “You can curate a Favorites list of the friends and Pages you care about most and filter their content in this new tab,” the company says. Continue reading New Facebook and Instagram Updates Mimic TikTok’s Model

Instagram Rolls Out Invitation-Only Creator Marketplace Test

Facebook’s photo- and video-sharing app Instagram is implementing a creator marketplace test on an invitation-only basis to brands active in the United States. Brands invited to participate in this early phase can use the Meta Business Suite of tools to filter creators by age, gender, interests and number of followers. They’ll also be able to filter based on the demographics of a creator’s engaged audience. Announced last year, the Instagram creator marketplace is designed to facilitate connections between brands and the creators they may find it useful to connect with regarding partnerships and marketing campaigns. Continue reading Instagram Rolls Out Invitation-Only Creator Marketplace Test

TikTok Draws Criticism for Undisclosed Sponsored Content

TikTok is facing blowback for lax advertising disclosures. While the platform offers various ways to identify paid promotion, its marketing policies appear to operate on an honor system, and while some creators label their posts as advertising or partnerships, many do not. Where a financial relationship exists with regard to products mentioned, the truth in advertising rules enforced by the Federal Trade Commission and state attorneys general require media partners to disclose that funds will change hands. As part of a renewed national interest in digital consumer protections, particularly related to child safety, the area is getting increased scrutiny. Continue reading TikTok Draws Criticism for Undisclosed Sponsored Content

TikTok Expected to Triple Ad Revenue to $12 Billion in 2022

TikTok had its first official presence at the Cannes Lions Festival of Creativity on the French Riviera, where the ByteDance mobile video platform competed with the likes of Amazon, Netflix, Activision Blizzard, Spotify, Reddit and Meta Platforms for the attention of the world’s biggest brands and top advertising agencies. Touting its viral appeal and popularity among key demographics including Gen Z, millennials and social influencers, the company hosted a cabana on the beach with dedicated space to make TikTok videos, held meetings in a nearby suite and participated onstage at the Palais des Festivals. Continue reading TikTok Expected to Triple Ad Revenue to $12 Billion in 2022

Direct-to-Consumer Marketers Seek Social Media Alternatives

Direct-to-consumer startups that previously relied mainly on Facebook and Instagram to reach customers continue to adapt strategies more than a year after Apple’s privacy policy revisions forced massive change on the digital advertising sector. Brands that were marketing before Apple’s privacy changes took effect last year had an opportunity to build customer bases using the uniquely specific targeting opportunities once offered by social media. Newer entities, however, are struggling to get a toehold as they search for comparable tools, looking well beyond the traditional social platforms. Continue reading Direct-to-Consumer Marketers Seek Social Media Alternatives

Wall Street Ponders Instagram as Meta Posts $10.2B VR Loss

As Facebook parent company Meta Platforms continues its planned evolution to the metaverse, observers have begun asking about Instagram. Acquired in 2012, the photo and video-sharing platform may be finding the accommodations that help it with advertisers hurt it with younger users gravitating to TikTok and Snapchat. While Meta doesn’t break out numbers for Instagram, the “family of apps” of which Instagram is a member generated $32.8 billion in Q4 revenue, all but $155 million of it from advertising, according to earnings released Wednesday. That’s an 18 percent improvement over Q4 2020. Continue reading Wall Street Ponders Instagram as Meta Posts $10.2B VR Loss

TikTok Experiments with Paid Subscriptions, Tweaks Stories

TikTok is testing the waters with a paid subscription mode for creators, joining Facebook, Clubhouse and others. Although TikTok remains tight-lipped about the experiment, it seems designed to keep TikTok influencers on the ByteDance platform rather than leaving for more lucrative pastures. Last week, Instagram announced a test allowing creators to charge from 99 cents to $99 per month for exclusive content, while Twitter in September debuted Super Follows, with rates of $2.99 to $9.99 per month. A creator with 13,000 followers that gets a 2 percent take rate at $4.99 per month can make $900 a month. YouTube and Snapchat also offer monetization options. Continue reading TikTok Experiments with Paid Subscriptions, Tweaks Stories

Social Video App TikTok Makes Splash as E-Tailing Presence

TikTok made its shopping play this year, partnering with Shopify, then launching the TikTok World feature for creators and brands. The result has been items from clothes to cosmetics to tech accessories and household goods seeing sales boosts through exposure on the platform. The hashtag #TikTokMadeMeBuyIt is said to have been viewed more than 7.4 billion times, and Amazon in May launched the category “Internet Famous: The Latest to Go Viral,” generously populated by products that “blew up” on the video-sharing service. Now brands are scrambling to leverage the social shopping made successful by TikTok influencers. Continue reading Social Video App TikTok Makes Splash as E-Tailing Presence

Facebook Adds a Professional Mode to Expand Creator Base

Select Facebook creators in the U.S. will have access to more data and revenue opportunities through the social platform’s new “Professional” mode. Previously exclusive to Facebook Pages, creators can now access audience analytics and, by invite-only for now, earn up to $35,000 per month with qualifying video content through a Reels Play bonus program. For creators who are already using Pages, Facebook is adding a Professional Dashboard to access more insights and productivity tools. The goal is to help creators track shares, reactions and comments to their posts in order to make more informed decisions and grow their audiences. Continue reading Facebook Adds a Professional Mode to Expand Creator Base