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MrBeast's Amazon Deal Will Change How Creators Do Business
Jessica Smalley
April 01, 2024
Happy Easter!
This is my favourite break of the year because I get to spend this time reflecting on the goals I made three months ago and realising that I have, in fact, not kept my promise. One of them is to be more active on LinkedIn…but I’ve been a bit lazy with it.
I’ll be taking my goal more seriously after today, as it looks like the 20-year-old networking site is experimenting with vertical video feeds. More on this later.
The creator industry is also on the cusp of entering a new era for creators working with brands…provided Jimmy Donaldson, AKA MrBeast, can pull off his $100 million deal with Amazon.
So, let’s get into today’s toolkit, shall we?
Ps. I’d love to hear your thoughts on this new layout!
🫒by Jess Smalley
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CREATOR NEWS
LinkedIn could be following in TikTok’s footsteps. The networking platform is testing a new feed of TikTok-style vertical videos as spotted by users and confirmed by the company. The feed will be in a separate tab, allowing vertical scrolling between clips. This isn't LinkedIn's first venture into trendy formats; it previously experimented with Stories (remember that!). The platform aims to showcase content from professional creators and thought leaders. However, how many users are interested in a dedicated video feed for workplace-related content is uncertain.
YouTube Shorts Monitisation celebrates its 1st birthday. YouTube's short-form video revenue-sharing program now supports over 25% of creators in the YouTube Partner Program. To qualify, creators need 1,000 subscribers and 10 million Shorts views in 90 days. Shorts have a 50% increase in uploads, with over 2 billion creators posting monthly, resulting in 70 billion daily views. 80% of eligible creators earn through other YouTube features. For creators like Andrew Fenichel, Shorts offers an easier path to building a business, driving 5 million product impressions and 10,000 clicks to his external merch store.
Spotify in the UK is experimenting with video learning. Courses cover everything from music-making to creativity, business, and health. This will all be made accessible on mobile and desktop, allowing users to access two free video lessons per course. However, access to courses requires payment outside the app due to Apple and Google fees. The platform will take a commission on sales, but the percentage it’s charging course providers is unclear. Although it's just a test, it reflects Spotify's interest in education, with potential tie-ins to rumoured subscription tiers offering additional features like lossless streaming and more audiobook hours. The company sees potential in catering to users seeking educational content alongside music.
TOP STORY
Credit: Colin & Samir
MrBeast Signs With Amazon Prime In A Record-Breaking Deal
Jimmy "MrBeast" Donaldson's foray into high-budget content isn't slowing down after the success of his $3.5 million real-life "Squid Game" rendition. His latest announcement, "Beast Games" on Amazon Prime Video, promises to be even more colossal. With contestants vying for a jaw-dropping $5 million prize, it's set to break records in the game show realm. Donaldson describes it as a blend of his iconic YouTube style with classic TV game show elements, offering viewers a deeper narrative experience over six-plus hour-long episodes.
Behind the scenes, Donaldson's dedication to "Beast Games" is evident, with a team of 90 hired exclusively for the show's production. This move ensures that his YouTube channel can maintain its regular content flow while still delivering the grandeur of "Beast Games."
Donaldson's partnership with Amazon, rumoured to be worth nearly $100 million, marks a groundbreaking moment for creators in the streaming world. It's a bold move that could set a precedent for future deals and opportunities. Speaking exclusively to creator experts Colin and Samir (I highly recommend listening to the full interview here), Jimmy acknowledges this deal comes with a lot of pressure, recognising that the success or failure of "Beast Games" could influence not just streaming platforms but also brands approach creator-driven content in the future.
As he gears up for this monumental project, content creators everywhere are watching closely. Will "Beast Games" elevate him to even greater heights, or will it be a cautionary tale? Only time will tell, but one thing's for sure – the streaming landscape is about to change.
Instagram tests an @ mention on a specific photo or video within a Carousel post. This allows you to @ tag and comment on a specific slide number.
Instagram’s “link history” is rolling out more widely to people. Located under your activity tab, the link history option lets you view all the links you clicked on through the Instagram browser over the last 30 days.
YouTube’s product lead, Todd Beaupre, has a PSA for creators: Do not delete old videos; doing so disrupts your connection with the audience. Keep your videos public or unlist them if you must.
I know, I know! This recommendation doesn’t seem to fit my usual rhythm, but I couldn’t help but share it with you!
I’ve been listening to Cowboy Carter all weekend and am blown away by how good it is. I’ve never been a big fan of Beyoncé’s, but this album is stunning!
Additional guests on Cowboy Carter include Miley Cyrus, Post Malone, Shaboozey, Linda Martell, and Willie Jones.
Beyoncé has perfectly mastered the genre leap into country music, and I think it will finally earn her the Grammy Award for Album of The Year.