ICYMI: Hire this Food TikToker While You Still Can
Here's what happened on social media this week, Friday the 13th 😱
Happy Friday the 13th! This is news and trends for and about creators and anyone working in social. Thanks for reading.
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💻 ROADMAP
📲 TikTok Updates:
TikTok launched a Talent Manager Portal so managers - with creator authorization - can negotiate brand deals for clients and review campaign metrics.
Last year, TikTok launched location tagging with its Places feature (the Location tab is an option available on the post page, under your caption). It’s just another way TikTok is looking to chip away at Google and Google Maps.
This week, the app’s been encouraging creators to tag restaurants, hotels, stores, museums, landmarks and more in their posts. People who click on the location link are then taken to a details page that includes other videos that have been tagged from that location.
If you’re a creator who specializes in recommending places to go, jump on this under-utilized tool to make sure your video surfaces when people are searching for local spots:
Tag your content when you go out to eat, shop or go to the gym
Contact local businesses and ask if they need a content creator to create amazing content they can post on their channels and tagged to their location
If you’re a local business, make sure your Business Account information is as up to date as possible and encourage customers and creators to tag you when they post from your location.
In related news, Apple’s unveiling a free online tool — Apple Business Connect — that allows businesses to customize the information card shown by Apple Maps and other services.
📲 Instagram Updates:
Adam Mosseri confirms that the shopping tab is being replaced by a Create button as part of a new navigation bar coming to Instagram in February.
📲 Twitter Updates:
Twitter’s rolling out a For You feed. I can’t top Matt Navarra’s review: It’s like TikTok… “But shittier. And with hardly any video.”
👆🏻 CLICK THRU
🍗 Las Vegas restaurant goes from almost no customers, to sold out after review from famous TikToker
What’s better than seeing your business tagged on TikTok? Having TikTok food reviewer Keith Lee taste-test your food in a video that goes on to rack up 34.5M views and 6.9M likes.
This heart-warming story blew up over the past week: A small, family-owned Las Vegas restaurant was struggling to pay rent so they invited the TikToker to do one of his trademark review videos. One amazing review later and there are lines out the door. Frankenson’s pizzeria owner says he’s working 16 hours a day just trying to keep up with the demand for his food.
Good things are happening for Lee, too. MrBeast reached out to ask for a review of his Feastables bars (there’s a collab coming!) and Lee gained 800,000 followers in a single day after his video was posted. He’s also in a current Chipotle campaign to promote an off-menu quesadilla hack. Still, we’re going to need a whole lot more Lee in 2023 — this is the authentic and wholesome content we need right now.
👨💻 Ryan Reynolds Created an AI-Scripted Ad
As a creator, there’s always a window of opportunity when something new launches where you can play around and create content based on your experiments. Audiences are super receptive as everyone tries to figure out how this stuff works.
Which means this is your chance to share how you asked an AI tool to create a new workout, a new recipe, a packing list for a weekend getaway or a script for your next productivity video. Will it perform as well as Ryan Reynolds’ Mint Mobile ad created with Chat GPT? Maybe not but it’s worth a try.
👩💻 12 AI startups that could make creating content faster and cheaper
The struggle to create fresh, compelling content is real, whether you’re a creator or social media manager. But AI can help with some of that lift by writing copy, dubbing videos, editing photos and generating visuals.
I was quoted in this Business Insider article on AI tools but my favorite quote came from David Beisel, cofounder and partner at NextView Ventures: It’s not if creators should be using any of these tools, but rather deciding which ones among the many many options which have popped up.
Among the tools recommended by experts in the creator space (including me):
Aug X Labs
Canva Magic Write
ChatGPT (if you’re not sure where to start and feel overwhelmed, this is probably the easiest text tool to get started with. Bonus, it’s free.)
Copy.ai
DeepDub.ai
DALL-E 2
Eleven Labs
Jasper.ai
PhotoRoom
Replicate
RunwayML
Supercreator.ai
And if you’re on the business side of things, know that Microsoft is testing OpenAI’s language AI technology within its Word, PowerPoint, and Outlook apps.
📣 QUOTE OF THE WEEK
"This is the new entertainment. TV is still there, but the phone is closer"
-LaToya Shambo, founder of influencer marketing agency Black Girl Digital, quoted in USA Today’s exploration of the next generation of influencers: Inside the fame, money and evolution of influencers
👩🏽🤝👨🏻 PEOPLE
Popeyes' meme kid, now a CFB player, offered NIL deal -ESPN
Alec Baldwin Asked His Fans To Follow His Wife Hilaria On Instagram, And The Comments Are Brutal -Cinema Blend
Emerging Chinese Influencers to Watch in 2023 -WWD
Jennifer Coolidge was the most searched 2023 Golden Globe winner following the awards -Google Trends
*If you ever worry your best moments are behind you, do yourself a favor and watch the acceptance speeches made by Coolidge, Michelle Yeoh and Ke Huy Quan!
📖 ALSO ON MY RADAR…
Reminder: YouTube will start sharing ad money with Shorts creators on February 1st -The Verge
The Tiny Indonesian Village That Makes YouTube Stars - Wired
How TikTok influencers are helping companies recruit new workers -CNBC
How Gen Z social media managers became the new CMOs -Fast Company
Meta is further limiting how advertisers can target teens on Facebook and Instagram -The Verge
The Future of Tech and Creators: Three Takeaways From CES -Brendan Gahan
A class action lawsuit continues against Google, YouTube, and children’s YouTubers -Passionfruit