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AI generated images of Katy Perry and Rihanna circulated on social media. Screenshots via X and Instagram
Creator Economy

The Met Gala Had An AI Problem, Not A TikTok One

By Kaya Yurieff · May 7, 2024 2:00pm PDT · 1 comment
Ahead of Monday night’s Met Gala, you had to wonder whether TikTok’s first-time sponsorship of the high-profile fashion and fundraising event would set up an awkward dynamic given the app’s uncertain future in the U.S. Instead, the Met Gala had an artificial intelligence problem, not a TikTok one. Ahead of Monday night’s Met Gala, you had to wonder whether TikTok’s first-time sponsorship of...
Snapchat's immersive "More Snapchat" experience at IAB NewFronts in New York City. Photo via Snapchat.
Creator Economy

Snap Pitches Advertisers on its Olympics Plans

By Sahil Patel · May 2, 2024 3:20pm PDT
It’s NewFronts week in New York, when tech companies and digital media firms pitch advertisers by teasing cool initiatives they have planned. Snap, which held a flashy event at Cipriani 25 Broadway in the Financial District Wednesday, unveiled a big investment in sports and creators. At the upcoming Summer Olympics in June, the parent of... It’s NewFronts week in New York, when tech companies and digital media firms pitch advertisers by...
Pro-TikTok demonstrators outside of the Capitol building on March 13. Photo by AP Photo/J. Scott Applewhite.
Creator Economy

Creators Fear Sale of TikTok Without Its Algorithm

By Kaya Yurieff · May 1, 2024 2:24pm PDT · 1 comment
Last week, we reported ByteDance is internally exploring scenarios for selling a majority stake in TikTok’s U.S. business. Any such sale would happen without a crucial benefit: its powerful recommendation algorithm.That possibility makes creators particularly nervous. TikTok’s algorithm, which quickly figures out a user’s interests, makes it... Last week, we reported ByteDance is internally exploring scenarios for selling a majority stake...
Beehiiv co-founders from left to right: Tyler Denk, Benjamin Hargett and Jacob Hurd.
The 6 Biggest Creator Startup Deals as Funding Rebounds
By Kaya Yurieff · Apr 30, 2024 2:14pm PDT
Beehiiv co-founders from left to right: Tyler Denk, Benjamin Hargett and Jacob Hurd.
Creator Economy

The 6 Biggest Creator Startup Deals as Funding Rebounds

By Kaya Yurieff · Apr 30, 2024 2:14pm PDT
Today we report on more signs that investor appetite for creator economy startups seems to be returning. The latest example: newsletter publishing startup Beehiiv on Tuesday announced it closed $33 million in Series B funding led by NEA earlier this month. Existing investors such as Lightspeed Venture Partners also joined the round.  ... Today we report on more signs that investor appetite for creator economy startups seems to be...
Photo by Future Publishing via Getty Images.
Creator Economy

YouTube Shorts Advertising Perks Up

By Kaya Yurieff · Apr 25, 2024 3:49pm PDT
Is it possible that YouTube has figured out how to sell Shorts to advertisers? On a call with investors in parent Alphabet, executives indicated the monetization of YouTube Shorts is showing signs of improvement. That’s good news for creators (and Alphabet shareholders) who have seen advertisers pay far less for YouTube Shorts than longer... Is it possible that YouTube has figured out how to sell Shorts to advertisers? On a call with...
VR headsets at the Meta's booth at a trade fair in Germany. Photo by Krisztian Bocsi/Bloomberg via Getty Images.
Creator Economy

Reels Is Eating Instagram; TikTok Lite Gets Muzzled

By Sylvia Varnham O'Regan · Apr 24, 2024 4:15pm PDT
Meta Platforms’ warning of slowing growth and higher expenses Wednesday night sank the stock, which had run up 43% this year. But Meta executives, not surprisingly, focused on the bright spots —among them, video. Instagram Reels—Meta’s answer to TikTok—now makes up 50% of the time spent on the app, a pretty big number when you think about... Meta Platforms’ warning of slowing growth and higher expenses Wednesday night sank the stock,...
Photo by NurPhoto via Getty Images.
Creator Economy

Threads Offers Creators $500 to Post About ‘Positivity’

By Kaya Yurieff · Apr 23, 2024 2:07pm PDT
Since Threads’ launch last summer, creators have grumbled to me about the lack of money-making opportunities or clear reasons for them to spend time posting on Instagram’s text-focused sister app. Threads is now trying one obvious route: paying them (a little) to post. Instagram invited some creators this month to join a challenge focused... Since Threads’ launch last summer, creators have grumbled to me about the lack of money-making...
Mr. Beast on March 09, 2024 in Miami. Photo by Chris Unger/Zuffa LLC via Getty Images.
MrBeast and Other YouTubers Are Rapidly Inking FAST Deals
By Sahil Patel · Apr 18, 2024 2:26pm PDT
Mr. Beast on March 09, 2024 in Miami. Photo by Chris Unger/Zuffa LLC via Getty Images.
Creator Economy

MrBeast and Other YouTubers Are Rapidly Inking FAST Deals

By Sahil Patel · Apr 18, 2024 2:26pm PDT
It’s very likely that you have heard the term “FAST channel” bandied about recently, considering how often it gets brought up within the streaming industry. These “free ad-supported television” channels have proliferated on internet services like Pluto TV, Tubi and The Roku Channel that carry a continuous feed of video. This 24-hour programming... It’s very likely that you have heard the term “FAST channel” bandied about recently, considering...
CAA Vault facilitates scans of clients' body, face and voice to capture their persona and make an AI replica. Photo: CAA
Creator Economy

Hollywood Talent Agency CAA Tests AI Clones

By Kaya Yurieff · Apr 17, 2024 2:37pm PDT
There’s a palpable anxiety in Hollywood about AI leading to job losses or automating some of the creative process. Creative Artists Agency, the talent agency that represents stars like Brad Pitt and Reese Witherspoon, is also trying to figure out how entertainers can benefit. Last fall, the talent agency started testing a new initiative... There’s a palpable anxiety in Hollywood about AI leading to job losses or automating some of the...
What to Make of Venture’s New Appetite for Creator Startups
Creator Economy

What to Make of Venture’s New Appetite for Creator Startups

By Kaya Yurieff · Apr 16, 2024 2:00pm PDT
We are so back (sort of). Funding for U.S. creator economy startups increased for the first time in two years, bucking a continued slump in overall funding for American startups. Investments in these U.S. startups more than doubled in the first three months of the year to nearly $341 million year-over-year, according to The Information’s Creator... We are so back (sort of). Funding for U.S. creator economy startups increased for the first time...
Photo by Bing Guan/Bloomberg via Getty Images.
Creator Economy

Watch But Don’t Worry About the Coming AI Influencers

By Erin Woo · Apr 11, 2024 3:21pm PDT
This morning, my colleagues Jing, Juro and I reported that TikTok has started to develop an advertising tool that would generate AI avatars to star in advertisers’ videos.  The feature is still far from ready, we reported. Still, TikTok’s efforts indicate that the company could try to shake up the way creators make money again. ... This morning, my colleagues Jing, Juro and I reported that TikTok has started to develop an...
Photo via Adobe Stock
The Hard Numbers on YouTube Shorts
By Kaya Yurieff · Apr 10, 2024 2:17pm PDT
Photo via Adobe Stock
Creator Economy

The Hard Numbers on YouTube Shorts

By Kaya Yurieff · Apr 10, 2024 2:17pm PDT
Last week, we published a deep dive into YouTube, whose leaders are bringing a new focus on financial discipline at the expense of support staff that helped creators grow and manage their accounts. That focus on the bottom line has raised the hackles of creators. But they could justifiably be more outraged about the slim financial payouts... Last week, we published a deep dive into YouTube, whose leaders are bringing a new focus on...
Dude Perfect raised more than $100 million from Highmount Capital. Photo: Dude Perfect
Creator Economy

What Dude Perfect’s Fundraise Says About the Creator Economy

By Kaya Yurieff · Apr 9, 2024 2:40pm PDT
As creators’ popularity has grown, some of the biggest are now raising capital to transform their online followings into long-lasting media and consumer companies.Dude Perfect, the five-person sports and comedy group that started with a popular YouTube channel, on Tuesday announced an investment from private equity firm Highmount Capital. A... As creators’ popularity has grown, some of the biggest are now raising capital to transform their...
Diplo at The Information's Creator Economy Summit. Photo: Erin Beach
Creator Economy

Diplo Says He Doesn't Care If TikTok Is Banned

By Kaya Yurieff · Apr 4, 2024 3:30pm PDT
Wow! I’m still buzzing from our Creator Economy Summit on Tuesday. It was amazing to see so many familiar faces, meet new subscribers and learn from our lineup of speakers. Thank you to everyone who traveled from near and far to be there! If you have any feedback on the event, we’d love to hear your thoughts. One of my favorite... Wow! I’m still buzzing from our Creator Economy Summit on Tuesday. It was amazing to see so many...
Olympian Tobin Heath at The Information's Creator Economy Summit.
Creator Economy

Sports Influencers Are Having a Moment

By Akash Pasricha · Apr 3, 2024 4:48pm PDT
Our Creator Economy Summit in Los Angeles was a success yesterday, with wide ranging discussions about how creators are running startups and how everyone is viewing two of the biggest news stories—a potential TikTok ban and the rise of generative AI. One of the most interesting discussions was around sports. As we’ve written, professional... Our Creator Economy Summit in Los Angeles was a success yesterday, with wide ranging discussions...
Marni Levine, Head of TikTok Shop’s U.S. Operations, Small and Medium Businesses (right), with The Information's Kaya Yurieff
TikTok Shop, Twitch + AI, Ty Haney: Summit Highlights
By Akash Pasricha · Apr 2, 2024 4:16pm PDT
Marni Levine, Head of TikTok Shop’s U.S. Operations, Small and Medium Businesses (right), with The Information's Kaya Yurieff
Creator Economy

TikTok Shop, Twitch + AI, Ty Haney: Summit Highlights

By Akash Pasricha · Apr 2, 2024 4:16pm PDT
We’re hosting hundreds of attendees at The Information’s Creator Economy Summit and the conversations are flying. Here are some of the highlights so far.Marni Levine, who leads TikTok Shop’s U.S. operations for small and medium businesses, said the app doesn’t plan to reduce e-commerce content in its powerful For You tab, despite complaints... We’re hosting hundreds of attendees at The Information’s Creator Economy Summit and the...
YouTube’s Shorts Challenge
Creator Economy

YouTube’s Shorts Challenge

By Sahil Patel · Mar 28, 2024 2:51pm PDT
It’s been a year since YouTube started sharing Shorts ad revenue with creators that meet certain audience requirements, and it’s starting to pay off. Sort of.More than 25% of YouTube channels in its YouTube Partnership Program are now earning revenue on its short-form videos, YouTube said. With more than 3 million creators in that program, that... It’s been a year since YouTube started sharing Shorts ad revenue with creators that meet certain...
Chart by Shane Burke
Creator Economy

How Creators Make Money Is Changing

By Kaya Yurieff · Mar 27, 2024 1:40pm PDT
In 2021, we reported on a survey that measured creators’ top sources of revenue. At that time, sponsorships with advertisers took the top spot by far. Some 77% of creators said it was their single highest source of income. Three years later, other revenue sources are starting to gain more ground. For instance, affiliate marketing, where... In 2021, we reported on a survey that measured creators’ top sources of revenue. At that time,...
Speakers at this year's Creator Economy Summit include influencer Loren Gray (left) and recording artist Diplo. Photos via Getty Images.
Creator Economy

An Insider’s Guide to Our Creator Economy Summit

By Kaya Yurieff · Mar 26, 2024 2:00pm PDT
I can’t believe we are just one week away from our fourth annual Creator Economy Summit in Los Angeles!This is the second time we’re hosting this event in person, and we are so excited to bring together more than 300 people, including creators, entrepreneurs, tech executives and investors shaping the sector. (There’s still time to buy a ticket ... I can’t believe we are just one week away from our fourth annual Creator Economy Summit in Los...
Photo via Adobe Stock
Instagram Shopping Tops TikTok For The Information’s Readers
By Kaya Yurieff · Mar 21, 2024 2:00pm PDT
Photo via Adobe Stock
Creator Economy

Instagram Shopping Tops TikTok For The Information’s Readers

By Kaya Yurieff · Mar 21, 2024 2:00pm PDT
TikTok has poured hundreds of millions of dollars to coax its U.S. users to shop on the app. But for The Information’s readers, Instagram is still the number one social media destination, according to a new survey of subscribers.About 35% of the 742 respondents said they have shopped using Instagram and 20% said they have shopped on Facebook... TikTok has poured hundreds of millions of dollars to coax its U.S. users to shop on the app. But...