On today's episode, we discuss whether Amazon's new home robot could be the "fourth screen," the significance of the creator economy, online shopping's ceiling, how much people notice social media ads, YouTube's upcoming Holiday Stream and Shop event, the real meaning of freedom at work, an explanation of who you’ve been dreaming about, and more. Tune in to the discussion with eMarketer analyst Blake Droesch and senior analysts at Insider Intelligence Audrey Schomer and Ross Benes.

Faze Clan's public offering will be a proving ground for public creator economy companies: The organization started in 2010—before influencers and creators were the norm—and its market performance could foreshadow similar moves from newer companies.

Social media platforms are betting on social audio as part of the creator economy: Live audio is becoming less about the platforms that started the trend as more big firms launch creator-focused features.

Creators now have more ways than ever to make a living online. This report explores how brands should approach and engage creators for partnerships in the new monetization ecosystem.

Creator economy crescendo: Amazon is quickly building out areas of its business that center on influencers, as the walls between social media and ecommerce erode and creators' roles in those spaces start to blend together.

BuzzFeed will pay up to $10K to creators: The program will award prizes for top-performing content. Though it will only last through the summer, it's likely a pilot program or a precursor to a more social BuzzFeed Community hub.

On today's episode, we discuss which platforms have the most creator-friendly environments, how influencer marketing is evolving, and what the next stage of the creator economy will look like. We then talk about Pinterest's new livestreaming feature, the popularity of influencer marketing on TikTok, and how companies should navigate social media coming out of the pandemic. Tune in to the discussion with eMarketer senior analyst at Insider Intelligence Jasmine Enberg.

Creators have never been hotter: Social platforms want them, and marketers want to work with them. The creator economy is offering up new or improved opportunities for creators to make money outside of brand partnerships. So, where does that leave brands?

Why it’s worth watching: Twitch’s massive data breach could bring a magnifying glass to the security risks of the booming creator economy. More specifically, it could draw the attention of antitrust regulators.

YouTube is carving into social commerce and TV measurement: The platform is leveraging both its deep pool of creators and large TV-based audience to get a leg up on competitors.

Twitter’s Super Follows isn’t to attract new creators—it’s to keep the ones it has: As the platform slowly sheds US users, new monetization options and better anti-harassment features are the least it can do.

May 2021: Introduced Story Studio for creators, a standalone app for creating and editing videos and other content. Content built with the app can be shared not only to Snapchat, but to other platforms as well. May 2021: Introduced Creator Marketplace, where businesses can find and partner with creators to develop branded content.

YouTube Shorts is bringing its Shorts Fund to over 30 new countries: The platform is stressing the importance of original content as it goes up against TikTok for creators.

One big sign of success will be if TikTok expands the Shopping tab to creators beyond existing Shopify merchants with TikTok For Business accounts. Not only will that open up a host of new influencer marketing opportunities, but it could also pull in some creators who have been lured by Instagram’s more developed shopping features.

How creator monetization efforts are faring: Q2 was also a big quarter for creator economy announcements. In addition to creator shops on Instagram, the company also added new tools to streamline branded content creation on IGTV, Instagram Live, Reels, and Stories and an affiliate tool for creators.

Move over, celebrities and mega-influencers. Creators with smaller followings will be the strategic play in the influencer marketing world in 2022.

Twitter has recently sold off ad platform MoPub and has diversified with creator economy features like Ticketed Spaces, Super Follows, and more to move away from an ad-centric revenue model.

Article: Even Amazon wants in on the creator economy.

Many marketers had long underestimated the value of creators in their marketing mix. That’s no longer the case. Most brands today have incorporated influencer marketing into their media plans, and many intend to allocate even more funds to the tactic this year.

., Scroll’s ad-free access to news), and brand-new exclusive content from creators on the platform (via Revue, the subscription newsletter publishing platform it purchased in January).

It launched Reels to try to capture some of the short-video momentum that has moved over to TikTok, and its recent creator monetization efforts are, in part, an attempt to maintain its relevance as a place where Gen Z users engage with creators.

Tipping comes to Clubhouse: The social audio app will now let users tip hosts, likely a play to keep creators on the platform as they’re in danger of being poached by bigger players like Twitter and Twitch.

Creator economy programs like tipping and micropayments are intended to help smaller creators make more money, but so far, few are getting paid. Twitter’s “Super Follows” feature generated only $6,000 in US iOS revenues in its first two weeks, per data from Sensor Tower. Subscriptions, meanwhile, have been a hit among consumers, but it’s the top creators who are making the big bucks.

Marketer Takeaway: If Super Follows wasn’t enough to convince you that Twitter is eyeing the creator economy, shoppable tweets should do it. Not only will creators be able to monetize their audiences, but shoppable tweets open the opportunity for enhanced influencer-brand partnerships on the platform. Will shopping on Twitter work?

In addition to trying to keep existing creators on its platform, YouTube is competing for new creators, who are gravitating toward short-form video for its reach and sponsorship potential. In her letter, CEO Susan Wojcicki named growing the creator economy as one of the company’s 2021 priorities. Advertising. There are no ad placements in Shorts yet.