TikTok, Pinterest, Youtube Shorts, AI +
A lot is going on in the world of creators in 2023, with platforms expanding their platform content needs and creator rewards. Good timing considering that Adweek is predicting that marketers will buy into the creator economy. *Updated per more news this week, and a timely interview I did with CMO, social + influencer marketing consultant, and UCLA adjunct professor Lia Haberman
CHAT GPT vs Google’s Bard vs Microsoft’s Bing
The world of AI is heating up, with both Google (Bard) and Microsoft (Bing upgraded) announcing AI competitors to Chat GPT this week. As always, I recommend embracing AI is a tool - not a replacement - to get start on ideas, but editing and injecting your own POV, creativity and communications styles. Those things cannot be replaced, but the better you understand how to use AI to your advantage, the better off you will be.
YOUTUBE SHORTS
Youtube is leaning into “shorts” (think TikTok video style) and is looking to bring in all levels of creators, by extending rewards - they really wants creators to know they have their backs. The new way creators can make money from Shorts makes that statement loud and clear. Incidentally, Youtube released recent findings from the Nielsen Gauge Report (December 2022) that shows viewers are spending more time with YouTube than any other streaming platform in the U.S.
After, launching “Idea Pins” (video) and ramping up their creator reward program, Pinterest has just entered a partnership with Conde Nast to share exclusive content (160 videos produced by Vogue and Architectural Digest)
TIKTOK
TikTok continues to outperform everyone else - especially Instagram, who is desperate to catch up. They even launched a campaign in the UK, making their case for search capabilities (watch your back, google). But most importantly, the talent pool on the platform continues to impress, and is crossing into the mainstream. Recently, at the Golden Globes, there were three leading creators (Reece from Guy With A Movie Camera, Amelia Dimoldenberg from Chicken Shop Date, Tefi Pessoa) conducting interviews on the red carpet and giving us the best (and viral) moments from the event. They were funny, charming, authentic and quick on their feet. I hope there is more of this to come - especially at the Oscars.
*On that note, I will be ramping up my content across all of my platforms (yes, including TikTok and youtube), so I will see you out there, and on here.
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