👥 Collective creators and is YouTube real TV?
Issue #337
We’ve been saying for a while now that YouTube is the biggest platform opportunity hiding in plain sight. The latest growth figures underline that. And it’s also the platform that is most serious about rewarding creators. YouTube has paid out US$70 billion to creators over the last three years. YouTube’s boss Neal Mohan recently told the FT they see lots of room for more growth. Happy Thursday, Simon.
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Building a collective of creators
It’s predicted 2025 will see a rise in collective creator marketing. What’s this? Well, instead of brands working with one popular creator or influencer the idea is to partner with multiple creators. Essentially brands can create a campaign that reaches a broader range of demographics while still maintaining authenticity. Different creators use their own style to connect a brand message to their unique audience. It will involve brands giving up control to different creative ideas but the upside is a bigger more cost effective reach. Creators will also need to work together, almost sleeping themselves as an agency.
Where does most of Meta’s ad revenue come from?
A new report has found that Instagram is responsible for more than half of US Meta’s ad revenue. Beginning its life as a photo sharing app, the platform is now video first with Reels seriously competing with TikTok. This could mean a lot more revenue if a US TikTok ban is upheld. Could Meta’s latest announcement to end fact-checking on its platforms be an offering to the new administration to push the ban through? Whatever the outcome, trust is still a big factor in engagement. Will the revenue flow if users simply don’t believe what’s being posted?
Will YouTube make more money in 2025?
The big news last year was YouTube making up 11% of all TV viewing. Competing with traditional TV, cable and streaming it’s managed 5% growth in the last three years. For comparison Netflix sits at just under 8% and doesn’t appear to be moving. Despite this there’s still a feeling amongst advertisers that YouTube isn’t real TV. This attitude will probably change as more and more viewers download the YouTube app on their smart TV and ignore the other options.
Cool Tools
It's funny how we ended up writing mini-novels to communicate with AI. Google Labs’ Whisk experiment suggests a simpler path - just show it what you're thinking of. Kind of like teaching a friend by example rather than explanation.
Hot Tips
This is funny, and a simple guide to getting your visual hooks right. Couldn't be more important. 👈
Viral Hits
This trend hits different - one random expression, one unexpected, or anticipated, sound. Some of these combos are so spot on it's scary, others are hilariously off. Can't stop watching.
Stuff from us
Prudential AI Lab had some smart things to say about the future of AI and insurance, so we made sure their message took centre stage in our latest work. We kept it playful with pops of colour and shapes that bring energy, making AI feel like something to get excited about.
Happy Thursday
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This week’s newsletter was written by Simon Kearney, Tim Colman and Jeko Iqbal Reza. GIF produced by Ilka Tishia D. .