ICYMI: Should TikTokers Be Freaking Out?
Here's what happened on social media this week, March 3 2023
Woohoo š The newsletter just made Bufferās Best of 2023 newsletter list for social media pros. If you're new here, thanks for subscribing! If you're a regular, thanks for reading!
Also, Iāve gotten some interest around newsletter sponsorships lately. The goal was never to turn this into something that supports me ā I teach and consult with brands in case you wondered how I make a living ā but itās a decent amount of work putting this together so I appreciate the paid subscriptions and potential sponsorships as positive feedback for the effort.Ā
Thereās actually something SUPER useful for creators coming soon that might make it into next weekās newsletterā¦ If the #sponcon happens, Iāll let you know, otherwise anything I recommend is an unpaid mention.
š» ROADMAP
š² TikTok Updates:
TikTok announced Sounds for Business, a collection of custom sounds designed as templates for easy content creation.Ā
This could be a BFD for small businesses who arenāt on the app yet and struggle with creating their first video. The new feature will allow them to use templates with sound cues that prompts them to show off their most popular products, packing and shipping process, reasons to shop small, and more.Ā
Spotted in wild: TikTok is beginning to allow users to download their videos before posting without the watermark.
TikTok is launching new default controls to curb screen time for users under 18. After 60 minutes, teens will be prompted to enter a passcode in order to continue watching, requiring them to make an active decision to extend that time.
The news has been met with a lot of skepticism but it does seem like a positive step toward more mindful media consumption. Yes, teens may ignore this or change their birthdays to bypass the prompt but it could be what some people need to shake them out of infinite scrolling.
Hey TikTok - make this the default for all of us, please?!
š½ More about TikTokās legal issues belowā¦
š² YouTube Updates:
YouTubeās new leader, Neal Mohan, outlined the companyās 2023 priorities in an open letter on Wednesday. Some of the highlights include:Ā
A new tool similar to Duets or Remix that allows users to create Shorts reacting to or collaborating with existing Shorts and long-form video.
Focusing on AI to expand creatorsā storytelling capabilities and raise production values
Easier podcast publishing in YouTube Studio and bringing audio and video-first podcasts to YouTube MusicĀ
Giving creators more ways to make money by expanding YouTubeās subscriptions business, investing in shopping, and continually improving their paid digital goods offerings.
TL;DR: Pay attention to YouTube Shorts ā over 50 billion daily views! ā going live, podcasts and AI tools.
š² AI Updates:
Metaās announced a new team to develop AI-assisted products around text, images and video
YouTube is working on AI tools for creators that would allow you to do everything from āvirtually swapping outfits to creating a fantastical film settingāĀ
Spotify debuted an AI DJ
Snapchat released an AI chatbot powered by ChatGPT
Elon Musk is looking to develop a ChatGPT rival
šš» CLICK THRU
āļø TikTok Facing Increasing Prospect of National Ban in New Bill Passed by House Committee
A potential TikTok ban is in the news again. The U.S. House Foreign Affairs Committee on Wednesday voted to advance legislation that would give President Joe Biden the authority to ban TikTok.
Do I think itāll actually happen this time? Itās still too early to tell. As of right now, Democrats seem to oppose the bill and it could cause a fair amount of economic hardship for creators, brands and entrepreneurs that rely on the app for business.Ā
But the White House has given government agencies 30 days to wipe TikTok off any federal devices. And the situation between the U.S. and China continues to deteriorate ā balloons! economic coercion! Taiwan!Ā So, banning the app, even temporarily, could be perceived as a strong foreign policy move.Ā Ā
Several people have also pointed out that TikTok allows China to influence culture in the U.S. but no major American social app is allowed into China ā Brendan Gahanās got a good thread on this ā so American tech companies could also benefit from a ban. Thatās potentially a lot of powerful forcesĀ who want to see TikTok stopped.
Creators: If youāve been on the fence about migrating your audience and your content to another platform, this is a sign! Start pushing people to Instagram, YouTube, your website or email list.
And begin the download process, either manually or you can use a third-party app like 4K Tokkit for bulk downloads of your TikTok videos.
I wouldnāt stop posting if youāre already there but I would start thinking about how to bring that creativity and raw energy to other, slightly more stable channels.
Related: 9 questions about the threats to ban TikTok, answered -Vox
š How Jesus Nalgas grew his audience 3x in 3 months
Whether you recognize Jesus Nalgas from Reels (as Meta hopes you do) or TikTok, the insights he shared into his growth on Instagram are valid:
Relatability: āI find humor in relatable everyday situations that most people have likely experienced, to shine a light on the struggles or small moments in daily life where comedy lives.ā
Hook: āI make sure Iāve got an immediate hook that brings people into the scene before they scroll to watch something else in their feed. Viewers can feel immediately immersed in the setting of my skit when itās universally identifiable, like a classroom or an office.ā
*In academic terms, this is also referred to as āscene gistā and refers to the importance of creating a visual scene people can process in a split secondĀ
Consistency: āIām always trying to grow my presence by sticking to a consistent upload schedule with Instagram Reels during the day, Stories as I go and Instagram Live in the evening.ā
In addition to Jesus, here are some other creators Iāve followed recently (and you should, too):
š” WHY IT WORKS
Gymshark has handed over creative control of the brand to an influencer
Whatās Happening: Gymshark hired bodybuilding influencer David Laid as Creative Director of Lifting. The DTC fitness retailer says itās about making sure the company stays connected to its roots: They launched with bodybuilding supplements back in 2012 before expanding into fitness apparel.
āWhat David doesnāt know about the bodybuilding audience isnāt worth knowing,ā chief brand officer Noel Mack was quoted saying in The Drum. āSo, who better to be curating the products, curating the imagery and digital experience.ā
Why This Hire Works: The profile points out that celebrity creative directors ā think Pharrell at Louis Vuitton or Kate Moss at Diet Coke ā can sometimes be perceived as a PR stunt. But Laidās been a part of the athlete community at Gymshark for almost a decade, so heās well versed in the companyās culture and mission.
Plus, as a bodybuilder, heās uniquely qualified to give input on the new products theyāre developing; to relate to the fellow athletes theyāre bringing on as influencers; and to understand the audience that Gymsharkās trying to reach on a really profound level.
And given the outsized impact influencers have had in selling the Gymshark lifestyle on Instagram, TikTok and YouTube ā the move makes a lot of sense for a company thatās embraced creators from day one.
What to Watch: By hiring Laid to an in-house role, Gymshark risks staking the reputation of their lifting gear on this one high-profile person. "It creates the possibility for some *serious* downsides if the partnership goes off the rails, much like any big celebrity partnership (Kanye, anyone?)ā Sway Group CEO Danielle Wiley told me.Ā
Still, itās a bold move. āI love seeing continued creativity in the influencer space,ā says Wiley. āThere is so much possibility out there and it is only by breaking molds and trying new things that we can continue to move the industry forward.ā
And given Laidās fitness background, the companyās long history with him and their collaborations with influencers in general, itās probably not a partnership the brand entered into lightly. This is more like a perfect storm of alignment when a brand should hire a celebrity creative director.Ā
š§® DATA OF THE WEEK
52% of people surveyed have dreams of starting their own business or becoming an influencer or creator.
That number just seems to keep rising with every new study. This one from Metaās Culture Rising 2023 Trend Report that recaps 20 key cultural trends.Ā
š ALSO ON MY RADARā¦
Techās hottest new job: AI whisperer. No coding required. -The Washington Post
Red Carpet Influencers: Behind a Lucrative (and Growing) Niche for Creators -THR
Jellysmack Launches 17 Creator Series on Roku Streaming Channels -Variety
Meghan Trainor drops first preview of her forthcoming single āMotherā exclusively on YouTube Shorts -YouTube (fascinating, once Duets start on Shorts, I bet weāll see a lot more of these exclusives)
Khaby Lame takes on new role as judge of āItaliaās Got Talentā -Tubefilter
In the three-way battle between YouTube, Reels and TikTok, creators arenāt counting on a big payday -CNBC
TikTok banned on all Canadian government mobile devices -AP News
How TikTok's 'deinfluencing' trend became a marketing tactic -CBC (with my opinion included)
Thanks to Alessandro Bogliari for having me on The Influence Factor podcast to talk about paid verification, the impact of Metaās new Channels, livestream ecommerce and (my favorite) influencer trips!
Watch the Reel clip or listen to the full podcast ā¶ļø