I chose TikTok over my job. I still love teaching, but...
Molly Rutter left her teaching job to pursue influencing in August.She's faced challenges online but says it's still easier than being overworked and underpaid.Now, she earns money through TikTok's creator program and customized videos for her followers.This as-told-to essay is based on a conversation with Molly Rutter, a 32-year-old TikToker in Buffalo, NY. The following…
A YouTube exec explains what types of videos people are watching...
YouTube creators are increasingly optimizing their content for TV screens.There was an uptick in 4K videos and creators earning revenue from TV viewership this year.YouTube exec Kurt Wilms broke down the top performing content on the big screen.2024 was a breakout year for watching YouTube on the big screen.YouTube said this month that creator earnings…
These M&A deals show the hot areas of the creator economy...
It was a busy year for M&A in the creator economy.Startups in influencer marketing, talent management, and podcasting became acquisition targets.Companies also sought to expand globally by acquiring creator startups in new regions.Dozens of merger and acquisition deals were inked between companies across the creator economy in 2024.One of the most impactful sales was Publicis…
A YouTube exec explains what types of videos people are watching...
YouTube creators are increasingly optimizing their content for TV screens.There was an uptick in 4K videos and creators earning revenue from TV viewership this year.YouTube exec Kurt Wilms broke down the top performing content on the big screen.2024 was a breakout year for watching YouTube on the big screen.YouTube said this month that creator earnings…
YouTube had a breakout year on TV. A top exec explains...
YouTube creators are increasingly optimizing their content for TV screens.There was an uptick in 4K videos and creators earning revenue from TV viewership this year.YouTube exec Kurt Wilms broke down the top performing content on the big screen.2024 was a breakout year for watching YouTube on the big screen.YouTube said this month that creator earnings…
The 4 most fascinating storylines in the creator economy that BI’s...
Dan's storyline to watch: Influencers look to become QVC-style live shopping hosts Outlandish is an official TikTok Shop agency partner. Outlandish. Live shopping has really begun to catch on in the US. Next year, I'm watching to see if top influencers embrace live selling and become QVC-style hosts — or if its momentum fades.US creators…
TikTok sellers could be hit harder than influencers by a ban
In less than a month, TikTok could be pulled from US app stores due to a federal divest-or-ban law.Merchants who sell on TikTok Shop may struggle to find an alternative if the ban goes through.TikTok Shop offers a unique blend of social tools, e-commerce tech, and a large audience.If TikTok is pulled from US app…
Why TikTok Shop sellers could be hit harder than creators by...
In less than a month, TikTok could be pulled from US app stores due to a federal divest-or-ban law.Merchants who sell on TikTok Shop may struggle to find an alternative if the ban goes through.TikTok Shop offers a unique blend of social tools, e-commerce tech, and a large audience.If TikTok is pulled from US app…
An influencer’s clothing brand launch was a huge miss for her...
Madeleine White's pajama brand faced backlash over pricing and material quality.She took the website down and relaunched it seven months later with higher quality and lower prices.White told BI building back trust with her audience is the most important thing for her.Madeleine White learned what happens when your brand is a huge miss with your…
New data reveals who is hiring in the creator economy
The hiring trends among creator-economy startups can tell you a lot about the state of the industry.Creator Economy Jobs analyzed hiring posts from over 600 companies in 2024.Silicon Valley still has a grip on creator-related tech, while London could be the "next big" hub.Being a creator isn't the only career path in the creator economy.Creator…
