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TikTok wants us to post more photos - but it feels counterintuitive...

Plus: A creator made $46,000 in a month from TikTok ‘Challenges’

Does ‘Back to Black’ read as “trauma exploitation” to young creators? The upcoming Amy Winehouse biopic is showing the media that, yet again, Gen Z’s desire for authenticity is not being mirrored on an overly glossy mainstream screen. 

The recent swarm of TikToks posted show that Gen Z TikTok creators and Winehouse fans are upset with the biopic trailer for three reasons:

  1. The choice to cast an actress whose eurocentric features don’t represent Winehouse’s Russian Jewish heritage - something the artist struggled with during her life being dubbed ‘unconventional’ in comparison to contemporary acts in various interviews. 

  2. A viral clip of the actress Marisa Abela doing an exaggerated rendition of ‘Stronger Than Me’ - most TikTok say the actress should have lip synched. 

  3. The idea that this biopic is ‘an extension of the negative media that she faced during her life’ (@TheNewsMoment). 

‘Wrong. All wrong” 19 year old creator Grace Birdley reacted in a TikTok posted last week. “Start over. Redo it. Bring in Austin Butler to teach lessons on how to sound like the person you’re playing”. 

Sometimes mainstream media just…tried too hard? 

TikTok wants us to post more photos - but it feels counterintuitive

TikTok introduced its carousel photo format a while ago but more recently these photo posts have shown higher engagement metrics compared to video posts! 

Brands like Youthforia and Blume have experienced higher reach and engagement rates with Carousel content, indicating its effectiveness in reaching diverse audiences and generating results.

This move towards photo-focused features reflects a broader trend in social media towards visual storytelling and diversified content formats. 

The expansion into photo also aligns with TikTok's efforts to compete with platforms like Instagram. 

Additionally, the rumored launch of TikTok Notes, a photo app, suggests further emphasis on photo-based content in the future…

Honestly, it just doesn’t feel natural yet but I guess worth giving a go if it means more engagement. 

YouTube launches shopping features to outshine TikTok Shop

YouTube’s rolling out new Shopping features, making it easier for creators to showcase products and earn more. Think curated “Shopping Collections” for all your fave themes, right on your channel. Plus, an Affiliate Hub to link up with brands and get the lowdown on collabs and samples. Creators can now tag products in their videos in bulk, so even your old hits can keep the cash flowing. With TikTok Shop looking to expand big time, YouTube’s stepping up its game. More ways to connect, more ways to earn. YouTube’s shopping scene is heating up!

A creator made $46,000 in a month from TikTok ‘Challenges’

If you hadn’t already noticed, TikTok’s Challenge program, offering creators significant earning potential through user-generated content (UGC) for brands, is often met with skepticism.

Despite being an OG skeptic, creator Sydney McDonald decided to give the program a go and is now earning a substantial monthly income averaging $46,000, with bonuses ranging from $300 to $1,000.

The program is open to US-based users with at least 50,000 followers and provides avenues for debt repayment, savings, and lifestyle upgrades.

Successful engagement with the Creative Challenge often hinges on understanding brand needs and mastering UGC creation. 

If you want to learn more, we recommend you check out support structures such as Discord communities and mentorship programs facilitated by experienced creators like McDonald and Muaaz Shakeel are emerging to help others navigate and excel in the program.

Are YouTube Shorts and Instagram Reels doing better post UMG”s TikTok fallout?

Naturally, the fallout between Universal Music Group (UMG) and TikTok has prompted a shift in marketing strategies for music labels and artists. 

As a result, the decision has led to a reconsideration of reliance on a single short-video platform, with a pivot towards alternative platforms such as YouTube Shorts and Instagram Reels. 

Originally, TikTok was valued for its potential to convert viewers into fans and drive streaming, while Instagram Reels emphasizes content quality and engagement. Now, however, TikTok just isn’t having the musical reach it used to. 

Despite challenges in measurement and audience targeting, platforms like Instagram offer versatility in campaign approaches, allowing for a blend of aesthetic-focused content and direct promotion. TikTok can no longer offer such versatility with many artists now unable to use the platform to promote what they represent - their art!

The debate on TikTok’s current efficiency is still in debate, however, and most of us still have to grind away on the platform.

Social media updates:

  • Faceless influencers take over social media? (link)

  • Gen Z is Over Dating Apps: So Bumble Rebranded (link)

  • Do more followers = more earnings for TikTok influencers in the UK? (link)

  • The era of the micro influencer (link)

See you next week ❤️