creator economy
Stories tagged creator economy.
Instagram Tests 90-Minute 'Features' Videos in Shift Away From Short-Form
Instagram is testing a long-form video format called Features that lets creators upload clips of up to 90 minutes, a break from the short vertical video that has defined the platform. The move puts the Meta-owned app in more direct competition with YouTube over creator payouts.
Shapermint Tracks Toward $10M in TikTok Shop Sales as Its Creator Roster Skews Older
Shapermint is on pace to reach roughly $10 million in TikTok Shop sales this year, powered by an affiliate network in which 60% of top-performing creators are over the age of 35.
Cakes Body Brings Virality In-House With Launch of Cakes Media
The TikTok-native beauty brand has formed its own entertainment arm, Cakes Media, to convert paid social reach into a permanent, brand-owned audience. Its first release, a 57-minute YouTube documentary, has drawn more than 371,600 views.
Creators Shift Holiday Content Calendars Earlier as Brands Line Up Deals in July
Content creators and the brands that sponsor them are launching holiday campaigns months ahead of the season, with Christmas-themed material appearing as early as August. Brands began approaching Christmas-focused creators for partnerships as early as July this year.
IHG Brand Chief Says Travel Marketers Are Handing Creative Control to Creators
Travel brands are moving away from tightly curated campaigns and heavily produced video, giving content creators more say over how destinations and hotels are presented. IHG's global brands chief told a New York City summit he had to loosen his grip on a brand identity built over more than a decade.
Travel Brands Lean on 'Incrementality' as Creator Video Bookings Take Months to Land
Travel marketers say the route from an Instagram or TikTok video to a completed booking rarely follows a straight line, pushing them toward "incrementality" as the measurement of record. Click-based attribution, they argue, captures only a fraction of the effect.
Creators Evolve From Influencers to Strategic Brand Partners in Fashion and Beauty
At a New York City industry event earlier this month, creators and brand executives explored how fashion and beauty influencers have become strategic partners over the past decade. Creator Abby Baffoe shared her shift from hair tutorials to lifestyle content and her ongoing work with TRESemmé and L'Oreal.
Noise Lands $5.5M Seed to Pay Everyday Creators Per View
Creator-marketing platform Noise has raised a $5.5 million seed round, bringing its total funding to $7.2 million, as it pushes a pay-per-view model that lets anyone with a smartphone earn from brand campaigns.