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Will Brands and Creators Ever See Eye to Eye?
Jessica Smalley
October 21, 2024
In partnership with
Hey Creators,
As we wrap up 2024, I’ve been diving into predictions for the creator economy in 2025.
One of the big ones? The so-called end of the influencer.
Why?
Because follower counts are losing their lustre, and what really matters now is your view count—especially from your last 10 videos. How’s your reach looking?
On the flip side, some brands are doubling down on influencers. This week, I caught a SXSW panel featuring Matty J, the host of the pod I produce, alongside PepsiCo and Estee Lauder, discussing whether “Creators Are The Next Big Channel.”
The chat laid bare the power struggle between brands and creators. Big corporate brands tend to limit creators' freedom on briefs, and honestly, that often hurts the final product. So, what’s the point of working with a creator, right?
It’s a tricky dance and one that often leaves both sides wondering if the collaboration is worth the effort.
So, will brands give creators more free reign in 2025? I’d love to hear your thoughts.
Also, at the bottom of this newsletter, you'll notice that it’s sponsored by Beehiiv, the platform powering Creator Toolkit. Clicking on the ad helps me out—any kickback I get goes back to making this newsletter even better!
Here’s what you can expect in today’s newsletter:
Keep up to date with what’s happening in Quick Fire!
Social media Updates for this week
Check out my READ, LISTEN + WATCH recommendations for this week
🫒by Jess Smalley
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“Think big and don’t listen to people who tell you it can’t be done. Life’s too short to think small.” – Tim Ferriss
CREATOR NEWS
🧨QUICK FIRE
ByteDance knew kids could get addicted to TikTok in 35 mins. A lawsuit by 14 U.S. state attorneys general claims TikTok knew its platform could be addictive to kids, drawing comparisons to Big Tobacco and Big Pharma as governments push for stricter regulations to protect minors.
Australia's proposed social media ban for teenagers, aimed at curbing addiction and addressing concerns over online safety, is facing criticism from youth advocates who warn it could isolate vulnerable groups, such as migrant and LGBTQIA+ teens, by cutting off vital social connections.
At Adobe Max, the company’s annual conference in Miami, updates were unveiled, such as Adobe Academy's goal to teach 30 million people AI and marketing skills by 2030, new enterprise tools for Adobe Express, and Firefly's AI video model. The conference also emphasised social media strategies, with creators and leaders from platforms like Meta and TikTok participating in panels and activations.
Tech creator MKBHD calls out Dot.Cards, a company selling digital networking cards, for stealing his voice to sell their products.
has rolled out customisable Profile Cards. These two-sided cards, accessible via the "Share Profile" option, display a user’s bio, avatar, links, and music on one side, with a QR code on the other. Users can also personalize the background and share the card via text or across other platforms.
Carousels and photos with music are now eligible to appear in the Reels tab.
YouTube
Viewers can now enjoy videos while browsing the platform simultaneously.
adding badges that celebrate milestones like being one of the first set of paid members of a creator’s channel or correctly completing quizzes (?)
YouTubers can also create Collaborative playlists and custom thumbnails for your playlists.
will feature news content from traditional media and creators via a new banner experience.
X
Public posts will now be visible to people you’ve blocked, but they won’t be able to engage with the posts.
READ: Marketers are navigating the challenge of engaging Gen Z, a key demographic with growing spending power. At Advertising Week New York, experts highlighted the importance of moving at the speed of culture, staying authentic in brand collaborations, and tapping into Gen Z's fandoms across platforms. They also discussed how the evolving ways Gen Z consumes content, especially in sports, push brands to adapt their strategies to build loyalty with this younger audience.
LISTEN: Want to know how to grow your YouTube channel to 100k subscribers faster than creator educator Jay Clouse did in two years? Listen to this easy-to-digest step-by-step guide on the must dos and don’ts of growing a YouTube channel.
WATCH: It’s rare to hear from a YouTuber who can speak openly about the emotional toll of running a business on the platform. Hacksmith, as he’s known, shares the struggles and cost of doing this day in and day out.
If you enjoyed this newsletter, please consider sharing it with someone else who might also enjoy it.
Have a great week 🙂
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SOCIAL MEDIA UPDATES