Trouble at Twitch as Creators Strike and YouTube Bucks Poison the Stream
Jim Louderback
Creator Economy Sherpa | Award Winning Curator, Moderator & Speaker | "Inside the Creator Economy" Newsletter | Board of Director | Geek
Sorry this is a little late, had some stuff to sort. But better late than never! Happy Fall!
TikTok Finally Develops an API: Getting data from TikTok is not easy. Unlike other video networks, Double-T has kept a tight lid on its internal workings. But that’s starting to change. Last week TikTok allowed its alpha partners to start talking about its “Creator Marketplace API,” which reveals demographics, growth trends, views, likes, shares, and more. Captiv8 and Influential both have access to the new capabilities, and early returns are good. However, I’ve found TikTok’s Creator Marketplace to be pretty limiting, so hopefully this API will provide more granularity and insight –– and hopefully it’s not just relegated to influencer marketing partners.
There’s Nothing New Under the Sun: Last week we explored Facebook’s new “Widely Viewed Content Report,” which was widely criticized but a step in the right direction. Well, a researcher has analyzed the data and come to a probably obvious conclusion: “What has been will be done again.” Turns out almost all of the most-viewed posts on Facebook recently were simply remixed –– or plagiarized –– from past posts. It’s shocking, but similar to how popular TikTokers steal dance moves from the original creators.
Streamers Strike, Flee Twitch: Black creators struck TikTok (see previous story), and now Twitch streamers are doing the same. But their beef focuses on how Twitch seems unwilling or unable to reign in flash mobs of trolls –– or “hate raids” –– that target diverse creators. #ADayOffTwitch seems to have had an effect, with 5,000 or more streamers participating. In somewhat related news, Twitch is seeing a growing outflow of streamers to YouTube, as Big Red ponies up enough Benjamins to woo them for good (or at least until the money runs out).
QUIBIS:
Tip of the Week: This week’s Tip of the Week comes from Ravi Pillai, the managing director of Jukin Media.
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User-Generated Content (UGC) is often incorrectly thought to be of “low quality,” not fit for TV and is expected to be available for little or no money. Those that are unaware wrongly assume that UGC cannot be used in or as premium content.
While this misconception is steadily fading, we must continue to educate the market and evangelize the benefits of using UGC. UGC has become an invaluable commodity that the world cannot live without. 80% of the content we consume online is user generated, and the impact and engagement it generates is unparalleled. According to recent studies and online sources, UGC, when appropriately used, is over 40% more memorable and 50% more unique; additionally, it drives significantly higher engagement across all platforms. Campaigns with UGC result in almost 30% higher web conversions than campaigns without it, and 79% of people say UGC highly impacts their buying decisions.
UGC is more trusted, “real,” unbiased, relatable, and cost-efficient. Its quality lies in the actual content and in the story that's being told –– not just in the colors on the screen. New devices and updated technology enable us to tell better stories, and experts know exactly how to extract the most value from this content. Creators all over the world should be encouraged to make more and share more because companies are buying! A video done right can make enough money to pay for a house.
What We’re Watching:
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Jim
"I AM the Fr8qu8ncy of Success!" - Forbes, Bloomberg -DTC, CPG, Story Telling, Lifestyle Marketing and Celebrity Partnerships, Community- Licensing, A.I. & marketing letter to 150k
3yThis just means there is more need for additional platforms campnovaonline.com
Marketing Consultant
3yWe will see if Twitch does anything. I moderate for some of those streamers that have had hate raids on their streamers. It is really frustrating dealing with that and Twitch's inaction at the same time. A lot of streamers are looking to jump ship due to this continued abuse and neglect on Twitch's part.