| If you're finding value in our Creator Economy newsletter, I encourage you to consider subscribing to The Information. It contains exclusive reporting on the most important stories in tech. Save up to $250 on your first year of access. Hello! Snapchat has realized the limits of disappearing content—especially when it comes to attracting creators. On Thursday, the app said users will be able to automatically save their disappearing Stories to their public profiles. That's a big change, and it's one that should help make the app more of a destination for creators, whose Instagram, YouTube and TikTok profiles give fans—and advertisers—a taste of their content. On Snapchat, in contrast, viewers have generally had to tune in to creators in real time. Creators could also manually add past content to their page, but many don't have much there. Streamer Kai Cenat, for example, currently only has one post available on his public Snapchat profile. "We started off as you post a Snap and it disappears 24 hours later," Jim Shepherd, director of global content partnerships at Snap, said in an interview. "Now, we've moved into more permanent content." An added benefit: If Stories are saved on a creator's profile, Snapchat redistributes them on users' Discover feeds with ads, which gives creators a way to earn money from their older content. The Discover feed includes content from publishers, creators and brands. Snapchat also announced other features to make it easier for creators to create more content with minimal effort. A new template called "create a video" compiles videos from a creator's Memories, or content they previously posted and saved manually, using sounds and effects. It's also adding more analytics tools for creators, including view time across posts including Spotlight, data around returning viewers and details about traffic sources. Another new feature called Timeline Editor will allow creators to edit their videos directly on Snapchat in a chronological format, making it easier to cut-and-paste different segments. From there, they can also add filters, music or other creative tools. Over the past six months, Snap has hired more employees focused on managing creators in Australia, Canada, Germany and Nordic countries, according to Shepherd. Over the past year, the company has been bringing a "creator of the week" into the office (or via Zoom) to meet with its product team on Mondays to offer feedback. It may have taken Snapchat so long to make these moves because the vanishing aspect of the app has appealed to Gen Zers and younger users, who don't want their online footprint to haunt them later. But as Snap has beefed up efforts to attract creators, it's a necessary shift. Here's what else is going on… See The Information's Creator Economy Database for an exclusive list of private companies and their investors. Pinterest is testing out a new auto-collages feature, which uses AI to allow advertisers to turn their product catalogs into shoppable collages. Toonstar signed with WME, marking the first time a major talent agency is representing an animation studio. Last year, Toonstar signed a multi-book deal with Random House Children's Books based on its animated series on YouTube, "StEvEn and Parker," which was co-created by Parker James, a creator based in Dallas. Toonstar said it would work with WME to produce new creator-driven animated series. The move is part of an emerging trend of creator-related companies signing for talent representation. In April, Mad Realities, a startup which produces and distributes short-form series on social media, signed with CAA. Ad revenue from creator-focused platforms like YouTube and TikTok will top ad revenue driven by studios and media companies this year, according to WPP Media's mid-year global ad forecast, Business Insider reported. WPP Media, owned by ad holding giant WPP, forecasts that ad revenue generated by those tech platforms would just surpass the $235 billion from TV, audio, print and cinema companies this year. China is inviting U.S. influencers to join a 10-day trip with expenses covered through the country next month to showcase the "real China," Bloomberg News reported. The initiative, called "China-Global Youth Influencer Exchange Program," is hoping to tap young influencers with at least 300,000 followers to work with Chinese content creators, according to recruitment posts by Chinese state-affiliated media outlets, including the China Youth Daily. Khaby Lame, the most followed TikTok creator, left the U.S. after being detained by immigration officials, the BBC reported. Kane Parsons, a filmmaker and YouTuber, will direct a sci-fi horror film for A24, making him the youngest director in the studio's history. The film, called "The Backrooms," is based on Parsons' viral YouTube horror series, which launched in 2022 and has racked up more than 190 million views so far. Terry Moran, a former reporter and anchor for ABC News for nearly 28 years, launched a Substack newsletter. ABC dropped Moran after he posted on social media that President Trump and a senior White House official were "world-class" haters. Farrin Jay joined Spotify as its global head of consumer product and tech communications. Previously, she was director of product and content communications at Snap. Thank you for reading the Creator Economy Newsletter! I'd love your feedback, ideas and tips: kaya@theinformation.com. If you think someone else might enjoy this newsletter, please pass it forward or they can sign up here: https://www.theinformation.com/newsletters/creator-economy | 
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