TikTok is worrying creators

PLUS: Creators are threatening to leave Substack

Hello 👋 Festive heads-up! 🎉 This will be our last newsletter blast until the new year. Catch you on the flip side of the holidays! 🎄✨

TikTok is pushing longer videos. Some creators worry about the vibe shift

TikTok, once the champion of bite-sized content, is now urging creators to embrace longer videos, sparking concerns about a potential vibe shift.

Culture clash: TikTok, born from the short-form video boom, is steering toward longer content. Creators worry this move may compromise the platform's signature quick-scroll appeal.

Monetization makeover: The phasing out of the Creator Fund marks TikTok's shift to the "Creativity Program Beta," where creators must produce videos longer than a minute to get paid. TikTok promises higher payouts and increased engagement.

Strategic shift: TikTok's move aligns with the trend of longer content for better monetization opportunities. While some creators resist, TikTok aims to create a more lucrative space for both creators and advertisers.

TikTok's evolution from short simplicity to longer narratives reflects the ever-shifting landscape of social media. The platform faces the challenge of balancing monetization goals with preserving the unique allure that initially drew users in.

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Throne: The gift-giving hub for creators

In the hustle and bustle of the holiday season, creators are not just suggesting gifts for their followers; some are encouraging their fans to gift them instead. Enter Throne, a startup that has carved a niche for itself by facilitating the exchange of physical gifts between creators and their supporters.

  1. Beyond tips and donations: While traditional methods like tipping and crowdfunding platforms such as Buy Me a Coffee and Ko-fi have been prevalent in supporting creators, Throne brings a unique twist to the scene. The startup allows creators to curate wishlists, which they can then share with their fans through social media. This innovative approach has attracted over 350,000 creators to the platform.

  2. More than material joy: Throne has successfully orchestrated the delivery of over 10 million gifts, with a vast array of choices from 500 brands and virtual shops, providing a selection exceeding 350 million options. This platform caters to creators who typically boast follower counts ranging from 3,000 to 300,000 and specialize in areas like gaming, streaming, and niche content creation on platforms such as YouTube.

  3. For the dedicated creators: Throne is not aiming for the celebrity elite but rather targets creators who maintain a more intimate connection with their audience. According to Heiner Stinner, co-founder of Throne, as creators gain more prominence, they become less inclined to ask their fans for gifts. The sweet spot for Throne lies in the middle ground, where creators with substantial but not overwhelming followings engage more personally with their audience.

In the vast realm of creator support, Throne stands out as the platform that turns the spotlight on the creators themselves. As we witness the surge in gifts, especially from avid streamers on platforms like YouTube and Twitch, Throne emerges as the bridge that connects creators with their dedicated fanbase.

  • TikTok has announced a series of updates that will optimize. TikTokers’ videos for larger screens like tablets and foldable devices:

  • TikTok removed 136 million videos in Q3 for policy violations.

  • Ninja (real name Tyler Blevins) is hosting a New Year’s Eve livestream on Twitch, TikTok and YouTube with guest appearances from other top streamers including TimTheTattman and DrLupo. The live event, which will include giveaways and a countdown to 2024, will be sponsored by Domino’s Pizza.

  • Top Italian fashion influencer fined €1m for misleading charity cake claim.

  • Amanda Bynes is pausing her new podcast after just one episode, citing lack of interest from high-profile guests to appear on the show, such as the likes of Drake or Post Malone. “So maybe one day if we’re able to get those types of guests on the show, we will resume the podcast,” the actress said in a TikTok video.

  • The National Basketball Association held its first “Creator Cup” basketball tournament featuring 12-sports focused creators, such as Carson Roney and Jeremy Jones, in Las Vegas last week.

  • Mailchimp cancels podcast after refusing to work with union producers.

  • YouTube makes converting longform videos into Shorts better.

  • X announces integration with StreamYard for livestream broadcasts.

More than 100 creators are threatening to leave Substack

Substack, a popular newsletter platform, is under fire as over 100 creators threaten to leave due to its alleged tolerance of Nazi content. The Atlantic's investigation revealed newsletters featuring explicit Nazi symbols. In response, creators, labeling themselves "Substackers Against Nazis," issued an open letter demanding clarity on Substack's position. The platform, known for its hands-off approach to moderation, is now at a crossroads, balancing freedom of expression with concerns over hosting and profiting from harmful ideologies.

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