AI takes over TikTok: what this means for creators

Plus: YouTuber launches a job site for creators!

Author

Rosa Gosling
June 18, 2024

Latest updates…

💸 MrBeast revenue to hit $700 million.

☕️ US sues Adobe for ‘deceiving’ subscriptions that are too hard to cancel.

👀 Jake Paul launched a skincare line of products for men called W at Walmart.

🎤 TikTok has launched "Off the Record," a video series where musicians like Charli XCX, Shakira, and Meghan Trainor discuss the stories behind their songs.

💬 YouTube will soon let select viewers add context notes to videos to clarify details like parody or outdated footage.

⚡️ Kai Cenat’s livestream on Monday with comedian Kevin Hart—and a cameo from LeBron James—broke viewership records on Twitch in North America.

👍 X made likes private to “protect privacy.” A user can still see the posts he or she has liked, but others can’t.

🎶 Meta Platforms renewed its licensing agreement with Merlin, a digital rights music licensing partner for independent record labels.

💸 TikTok is testing the ability for users to take a photo or upload one of a product in order to find similar items on TikTok Shop.

Presented by Breeze

Say goodbye to restrictive financing options! Breeze believes in empowering creators with the funding they deserve.

With straightforward cash advances ranging from $50,000 to $25 million, all based on AdSense revenue, you can invest in your channel’s growth. No need for creators to license their back catalog, commit to long-term royalties, or sell equity to finance their growth.

Creators like Lucky Lopez and Spencer Cornelia have used funds for everything from studio build-out to working capital.

Get access to capital to unlock your potential.

YouTuber launches a job site for creators!

Finding the right talent can be a nightmare for creators. From sifting through countless applications to finding niche skills, hiring often becomes a time-consuming hassle. Enter Roster, a new job site designed specifically to connect creators with top-notch behind-the-camera talent.

Revolutionizing creator hiring: Roster officially launched on Wednesday and aims to streamline the hiring process for creators and businesses seeking video editors, scriptwriters, and creative directors. Founder and CEO Sherry Wong, a seasoned YouTuber with over a decade of experience, understands the unique challenges creators face.

What makes it different?

  • Personalized recommendations: Roster uses an algorithm to analyze a creator’s content and preferences, providing tailored candidate suggestions.

  • Targeted listings: Job descriptions include budgets and required skills, making it easier to find the right match.

  • Free for job seekers: While it charges $150 per job listing, applicants can use the platform for free.

Wong's vision: “Creators don’t have a shortage of applicants,” says Wong. “They can get thousands of applications right away, but they don’t have a good way to sift through the noise.”

Wong, who previously led creator partnerships for Next 10 Ventures, has been testing Roster with select creators since the end of 2022. Her goal is to simplify the hiring process, making it efficient and effective.

Competing in the creator economy: Roster isn't alone in this space. Gondola offers portfolios and analytics for creatives, and CreatorLand functions as a professional networking site for influencers and marketers. However, Roster’s unique algorithm and focus on personalized recommendations set it apart.

Behind the scenes: Roster, with fewer than 10 employees, raised a pre-seed round in 2023 from angel investors including Jesse Zhang and Jason Zhang. The company recently hired key figures like Mark Vu, former head of engineering at Nas Company, and Alex Mostafavi, who managed creator partnerships at Karat.

Why Roster could be a game-changer for creators: With the rise of the creator economy, tools like Roster are crucial for helping creators focus on what they do best—creating. By simplifying the hiring process and providing targeted, high-quality recommendations, Roster promises to revolutionize how creators build their teams and produce content.

AI takes over TikTok: what this means for creators

TikTok is diving into AI with a new tool that creates AI-generated avatars for ads, modeled after real people. While this innovation aims to help brands produce content faster and in multiple languages, it raises serious concerns for content creators.

  • AI avatars for ads: TikTok's latest feature allows brands to use AI-generated avatars of real actors and creators, offering a quick and versatile content creation solution.

  • Multilingual capabilities: These avatars can communicate in different languages, making it easier for brands to reach a global audience.

  • Speed and efficiency: The new tool, Symphony Avatars, promises to speed up content production, enabling brands to deliver more in less time.

Impact on content creators: For content creators who get hired by brands to make user-generated content (UGC), this development could be a double-edged sword…

  • Job security: Many creators worry that AI avatars could replace them in brand deals. Brands might opt for AI-generated content that can be produced faster and cheaper, sidelining the human influencers who have built careers on creating authentic content.

  • Reduced opportunities: With brands able to generate content in-house using AI, the demand for hiring creators to make UGC could diminish. This is particularly concerning for micro-influencers and those just starting, who rely on these opportunities to grow their presence and income.

  • Authenticity and engagement: Fans follow creators for their unique personalities and genuine engagement. AI-generated content lacks this human touch, which could affect how audiences connect with brand messages delivered through avatars.

  • Creative autonomy: AI tools might limit creators' control over their work. Brands using AI avatars may produce content that doesn't align with a creator's style or voice, reducing the creator's role to merely a likeness used by the AI.

Industry collaboration: TikTok has formed an advisory board, including content creators and brands like American Eagle and the NBA, to discuss the ethical and practical aspects of AI in marketing. This board aims to balance the benefits of AI tools with the need to protect and empower human creators.

As AI technology advances, content creators must stay informed and adapt. While AI avatars offer new possibilities for brands, they also pose significant risks to the careers and creative independence of those who make their living producing user-generated content on TikTok.

Presented by Breeze

Say goodbye to restrictive financing options! Breeze believes in empowering creators with the funding they deserve.

With straightforward cash advances ranging from $50,000 to $25 million, all based on AdSense revenue, you can invest in your channel’s growth. No need for creators to license their back catalog, commit to long-term royalties, or sell equity to finance their growth.

Creators like Lucky Lopez and Spencer Cornelia have used funds for everything from studio build-out to working capital.

Get access to capital to unlock your potential.

STEM influencers take over

A 16-foot functioning keyboard, real-life Flappy Bird, and YouTube's top science and tech creators all converged at Open Sauce, the ultimate STEM conference for makers and content creators, founded by YouTuber William Osman in 2023.

1. STEM creators are booming: Open Sauce highlighted the explosion of STEM creators on YouTube. These creators, like Astrum and Astro Alexandra, captivate audiences with educational yet entertaining content. With over 20,000 attendees, 500 exhibitors, and 150 creators, the event showcased the thriving community.

2. AI is your ally: AI was a hot topic, with panels showing how it can boost creativity. Tools like Spotter’s AI features help brainstorm video titles and scripts, making the creative process smoother and reducing burnout. “AI can enhance your ideas,” said Paul Bakaus of Spotter.

3. Networking Nirvana: YouTube hosted a private lounge for creators and industry pros to connect and relax, reminiscent of early VidCon vibes. Sponsors like Electrify Video Partners highlighted the growing potential for educational entertainment on YouTube, showing strong support for the STEM creator community.

The future is bright for STEM creators: Open Sauce is more than a conference—it's a celebration of innovation and community. The event underscored the rising influence of STEM content on YouTube and the powerful role of AI in shaping the future of creative work. Stay tuned as these trends continue to redefine the creator landscape.