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Mark Zuckerberg, CEO of Facebook-parent Meta. Photo: Bloomberg
Creator Economy
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What I Learned About Facebook’s Creator Problem; Dropbox Gets Into Creator Tools

Photo: Mark Zuckerberg, CEO of Facebook-parent Meta. Photo: Bloomberg

Much has been written about Facebook’s struggle to attract young people to its services, but journalists have spent less time unraveling how closely those efforts dovetail with attracting social media personalities. Inside the company, however, the relationship has been obvious—and represented a clear call to action. 

That was one of the main themes I picked up last week after reading through hundreds of pages of internal Facebook documents that were provided to Congress in redacted form by whistleblower Frances Haugen’s legal counsel. (Read our full story here.)

“YAs [young adults] gravitate toward public figures and emerging creators, but those creators and fandoms are off-platform,” one Facebook presentation from May said. To solve this problem, the researchers said, Facebook should identify emerging talents, help people build audiences and customize incentives to attract creators. 

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Creator Josh Richards, LTK exec Reesa Lake, Pinterest chief content officer Malik Ducard and Duolingo’s global social media manager Zaria Parvez (from left to right). Photo: Mike Sullivan
The Information’s second Creator Economy Summit is happening this Wednesday. For the past two months, I’ve been preparing for our interviews with creators, startup leaders and executives at major tech companies including Instagram, YouTube and Pinterest. (You can still register here.) This prep work has come at a pivotal time for the industry. When we held our first summit in late October,...
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