Creator Upload

Josh and Lauren are back in the studio! Major news for today: Meta is balling out on creators (again), the NFL is giving more content access to its legends, and Trump-favoring creators will now have a path to gain White House credentials.

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Here are links to more detail about what we discussed this week:

• Leaked Instagram Contracts Reveal What It's Paying Creators for Reels - Business Insider
• Instagram gives creators more insight into their reels' performance | TechCrunch
• Creators are getting thousands of new followers by posting Trial Reels. Was that Instagram's plan all along? - Tubefilter
• The NFL is turning ex-players into "media moguls" on YouTube - Tubefilter
• NFL Lets Former Players Tap Its Video Archive for YouTube Posts
• Trump administration to creators: "You will be allowed to apply for press credentials to this White House." - Tubefilter
• The Second Trump Presidency, Brought to You by YouTubers
• YouTube cozies closer to the NFL, replacing TikTok as Super Bowl tailgate sponsor - Tubefilter

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This week, Josh is joined by special cohost Kaya Yurieff. Kaya is Team Leader for the Creator Economy beat at The Information, and originally scooped the news that TikTok would be shutting down ahead of its supposed ban. Now that the ban has been delayed for 75 days, Kaya joins the show to talk about what happens now.

Here's what we discussed:

• Follow Kaya Yurieff on LinkedIn!
• Kaya's profile on The Information.
• Inauguration Day’s Trump-Tech Extravaganza
• These Influencers Helped Get Trump Elected. Now They're Ready to Party
• Let’s Make a Deal—for TikTok — The Information
• U.S. TikTok Employees Flee to Meta, Google — The Information
• Instagram Courts TikTok Creators With Big Cash Bonuses — The Information
• ‘The vibes were off’: How half a day without TikTok changed everything
• Trump signs order delaying TikTok ban: What happens now?

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We welcome Lauren back to the studio for the closing days of social media's most impactful app of the last 10 years. TikTok is set to shut down on Sunday January 19, and we're here to discuss it. Plus: the tech elite are cozying to Trump's ways, and Ms. Rachel's empire grows.

Here's what we covered today:

• TikTok reportedly plans ‘immediate’ Sunday shutdown in the US if it’s banned - The Verge
• Senators who passed the TikTok ban are realizing a lot of people won't like it - Tubefilter
• TikTok ban: Sen. Markey tries to give a 270 day extension - The Verge
• The TikTok ban might give "Chinese Instagram" the opening it needs to break into the U.S. - Tubefilter
• Why TikTok Users Are Downloading ‘Red Note,’ the Chinese App - The New York Times
• Will YouTube be the new TikTok? It's pushing longer Shorts and more creation tools - Tubefilter
• Tech advocates and celebs are mad at Mark Zuckerberg, so they're raising $30 million to build a social network he can't control - Tubefilter
• Inside Mark Zuckerberg’s Sprint to Remake Meta for the Trump Era - The New York Times
• Netflix wants to keep pace with YouTube among toddlers, so it struck a deal with Ms. Rachel - Tubefilter

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Today Josh is joined by temporary co-host Adam Conner (long-time producer of Creator Upload). We kick off 2025 with a few major headlines about ad networks rising to compete with YouTube and big fact check changes at Meta...oh, and by the way, a huge YouTube star has returned.

New year, same us!

Here's what we covered today:

• There are many ways to contribute to victims of the LA Fires. One mentioned on today's show is via Airbnb. More on that here.
• Comcast just made a platform to "steal" ad dollars from YouTube - Tubefilter
• Honey's business model is "an adpocalypse all day every day" for creators. LegalEagle just filed a class action suit to get them paid. - Tubefilter
• Is the Honey influencer marketing scam an isolated incident or a sign of a bigger problem? - Tubefilter
• Meta axes fact-checking program, is working with Trump administration to "promote free expression" - Tubefilter
• Meta’s Fact-Checking Reversal Ups Ante for YouTube — The Information
• David Dobrik is vlogging on YouTube again - Tubefilter
• Nick DiGiovanni is trying a new recipe for YouTube content - Tubefilter
• Caleb Pressley and Glenny Balls leave Barstool and take Sundae Conversation with them - Dexerto
• TikTok Shop Rival Whatnot Raises Funds at $5 Billion Valuation - Bloomberg 
• If you liked producer Adam on the show, follow him here.

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In our 2024 finale episode, Josh and Lauren give us some long shots on what's likely to arise in the creator economy for 2025. Also, we chat about TikTok's case getting picked up by the Supreme Court, monetization on Twitch vs YouTube, and creators now having the ability to consent to AI usage of their content.

Happy birthday to our co-hosts!!

Here's more detail on what we covered today:

• TikTok finally scores a win: the Supreme Court will hear its case
• TikTok CEO meets with Trump as the platform tries to avoid a ban - The Verge
• The Twitch VOD situation is crazy - Tubefilter
• YouTube will let creators consent to AI training (and opt them out by default) - Tubefilter
• YouTube Teams With CAA to Let Talent Identify — and Pull Down — AI Deepfakes of Themselves
• Josh's key prediction is around TikTok Shop. The momentum is headed their way: TikTok Shop is outperforming Shein and Sephora among US shoppers online
• Lauren's key prediction is around niche communities and their infrastructure. More there: Who's hiring in the creator economy? 3 key takeaways on the state of jobs in the industry and what to expect in 2025

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Josh and Lauren chat about the TikTok ban which is now likely headed to the Supreme Court, Instagram's new "Trial Reel" feature (dark posts, anyone?), and Alex Cooper's newly-launched Unwell Hydration.

Drink up!

Here's what we covered this week:

• Trisha Paytas is following up her 'SNL' cameo with a one-night-only Broadway show - Tubefilter
• D.C. Court of Appeals upholds U.S. TikTok ban, setting up likely Supreme Court case - Tubefilter
• U.S. TikTokers are preparing for a ban by promoting their YouTube and Instagram channels - Tubefilter
• Instagram gives creators a trial run for their Reels - Tubefilter
• Call Her Daddy Star Alex Cooper Launches Unwell Hydration With Nestlé - Business Insider 
• Unwell Hydration (@drinkunwell) • Instagram photos and videos
• Podcasters influenced the 2024 election, so Spotify is setting up shop in D.C. - Tubefilter

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Josh and Lauren are back to regale us with tales of Thanksgiving and Black Friday (including one creator who made serious bank!) before diving into the headlines du jour. Up first: judging from TikTok Shop and a new beta on Facebook... are we about to enter the "monetize everything" era of content? Then, Cameo cozying up to creators and the Beast Games PR push begins.

Here are the main topics we covered this week:

• A creator earned $2 million during one single Black Friday livestream on TikTok - Tubefilter
• Has "micro-creator monetization" come to Facebook? - Tubefilter
• Cameo welcomes over 31,000 self-enrolled creators with CameoX | Marketing Dive
• Amazon's 'Beast Games' PR sweep brings Jimmy Donaldson to Roblox, chart-topping podcasts - Tubefilter

Also, platforms are beginning to unleash their year-end reviews. Have you checked out your Spotify Wrapped? Well, now they have one for creators.

• Our Wrapped for Creators Experience Toasts 2024 Podcast Listening

And YouTube, of course, has its own wrap-up. (Pour one out for Rewind.)

• The Year on YouTube: Takeaways from Trends Around the World

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Josh and Lauren are back to banter over the creator headlines that matter this week. On tap: generative AI seems to be growing up. Between new launches in Hollywood and the platform landscape, we’re curious about the long term implications of this specific tech on the lives of creatives.

That plus a refresh for Instagram, all coming up.

Here‘s what we covered this week:

• https://www.tubefilter.com/2024/11/19/promise-generative-ai-hollywood-studio-george-strompolos-jamie-byrne/
• https://www.tubefilter.com/2024/11/15/tiktok-youtube-generative-ai-ads-symphony-demand-gen/
• https://www.tubefilter.com/2024/11/18/jake-paul-mike-tyson-influencer-boxing-match-netflix-reaction/
• https://www.tubefilter.com/2024/11/19/agentio-influencer-marketing-brand-creator-matchmaking-series-a-funding/
• https://techcrunch.com/2024/11/19/instagram-will-soon-let-you-reset-your-recommendation-algorithm/

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Today we welcome a special guest: Andrew Yaffe, the new CEO of Dude Perfect. We discuss his decision to leave the NBA to take a shot on the creator economy, upcoming Dude Perfect content, and the flywheel which creates the Dude Perfect brand ecosystem.

Pound It! Noggin!

Today we also covered:

• Kai Cenat overtakes Ironmouse to break Twitch subscriber record for second time - Dexerto

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Well, the 2024 U.S. Presidential election has seen a sweeping Trump win for a second term. On today's episode, we explore what that means for the creator economy over the next few years. We discuss TikTok, the impact of new media, and more. Joining us as special guests are Kaya Yurieff, Team Leader, Creator Economy for The Information, as well as Sam Gutelle, Sr. Editor at Tubefilter.

Here are some links elaborating on what we discussed today:

• Kaya's column on The Information.
• Follow Kaya Yurieff on LinkedIn.
• Sam Gutelle's coverage on Tubefilter.
• Election night coverage has gone online. Here's where people watched the most. - Tubefilter
• On a big night for conservatives, right-leaning Rumble got its highest-ever peak viewership - Tubefilter
• Did you know Roblox has a TikTok competitor? It just crossed a billion views--and got ads. - Tubefilter
• Get your DMs under control. - The Verge 

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