ARAY

A note from our Founder this IWD! 🚀🫶🏼

YouTube introduced Shorts > TikTok introduced long form YouTube is suggesting Shorts > TikTok is favouring long form TikTok is shifting to prioritising longer form, storytelling content and ReesaTeesa's 50 part series of 10min videos is all the proof we needed. It's rumoured that they are testing a 30min video length and we're already seeing horizontal video's play out on the feed. TikTok has already staked it's place in the ground as a search engine with Adobe reporting that over two in five Americans use TikTok as a search engine & one in 10 Gen Zers relying on it more than Google. We're not quite sure how this will all shake out yet, but do you think we'll continue to see long form video take the front seat in 2024?

Sometimes, looking back allows us to gain a clearer vision for what's coming next. So with that we look back to last year and this standout stat from CORQ. data review. "58% of 2023’s top viral adverts were produced by POC creators." However, there is growing concern from Black influencers that brand interest in working with minority communities has declined. Just 22% of the creators who posted the most #ads this year were POC. Group Black and Nielsen also revealed that Black creators have larger and more engaged followings than their non-Black peers... But there are brands getting it right, such as Glow For It, who have taken TikTok by storm with their Lash products (and with good reason). They've accumulated over 3.9M likes, heavily involve their audience in new product development and with a balance of problem/solution, trend led content and TikTok lives are set to scale further! Some other honorary mentions are Hair Syrup, BYOMA, Estrid, BAEBROW

and that's why we've built a diverse network of creators. Storytelling & community >>