| 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! Last year, TikTok helped woo sellers to TikTok Shop by footing the bill for incredible discounts on its new e-commerce service. These encouraged merchants to sell items at rock-bottom prices, which led to a deluge of sales. But this year, TikTok is taking a different tack to grow its e-commerce sales by encouraging more brands to go live—a lot. That's one of the takeaways from a story Ann Gehan and I published on Wednesday about TikTok Shop and its deeper push into livestream shopping, an effort that's become key to TikTok's efforts to hit $17.5 billion in gross U.S. sales for TikTok Shop by year-end. That means some brands have started to act more like creators and produce more shopping-related content themselves. Beachwaver, a line of curling tools and other hair products that's one of the most popular brands on TikTok Shop, is investing more into its own livestreams by adding a second office with dedicated space for streaming earlier and increasing its livestream schedule to as many as six times per week ahead of the holiday season, the brand's founder and CEO Sarah Potempa told us. (Selling products live comes naturally to Potempa, who sold Beachwaver products on QVC over a decade ago in the brand's early days.) The new emphasis on live streaming has also encouraged more brands to create more of their own content instead of relying on individual creators, who may not always describe products accurately or can overpromise their capabilities. One brand taking this approach is Cakes Body, which sells an alternative to strapless bras and saw its revenue take off after its products went viral on TikTok earlier this year. The brand has mostly used TikTok's affiliate program, where creators earn a cut of sales from products they promote, to promote its products and has already sold more than $10 million in revenue on TikTok Shop so far this year, according to Kristi Thompson, Cakes' director of affiliate marketing. But some misleading videos about Cakes' products from creators have led to an increase in returns for the brand, Thompson said. That, combined with TikTok's emphasis on live streaming over the past few months, led to Cakes hiring an agency to help it start livestreaming on TikTok later this year, she said. Making TikTok Shop a success is one of the biggest priorities within the company. TikTok CEO Shou Chew has even been personally meeting with small businesses and retailers that sell on the app. This summer, he traveled to Seattle, where TikTok has established a base for its expansion into online shopping, and met with electronics brand Wyze, which also sells on Amazon, a spokesperson for Wyze confirmed.—Kaya Yurieff and Ann Gehan Here's what else is going on… See The Information's Creator Economy Database for an exclusive list of private companies and their investors. YouTube is testing AI-powered comment reply suggestions for creators that are meant to be in their own tone and style. Creators can edit the suggestions before they go live. Perplexity is looking to hire creators at colleges including Arizona State University, Columbia University and Northeastern University, to make content about the AI-powered search engine. The effort is part of the AI company's back to school campaign, which offered college students a free subscription to its Pro version for a year. To help promote that offer, the company decided to enlist the support of creators at the universities where it saw the highest engagement rate, according to a Perplexity spokesperson. X said it will soon change how the block function works for public accounts, which it initially announced last month. If a user's posts are set to public, accounts the person has blocked will now be able to see their posts, but will not be able to reply or repost the post. The Victoria's Secret Fashion Show returned after a six-year hiatus on Tuesday night, featuring top supermodels including Kate Moss, Tyra Banks and well-known angels including Adriana Lima and Gigi and Bella Hadid. Creators including Paige Lorenze and Cyrus Veyssi were invited to attend in person, while video clips from the show were shared all over TikTok and Instagram. Substack brought on two big name writers this week: Daily Beast founder Tina Brown and best-selling novelists James Patterson, who separately launched their own publications on the newsletter publishing service. Alix Earle is the face of Los Angeles clothing brand Frame's fall collection. A 26-year-old English creator died after trying to climb Spain's tallest bridge, the Castilla-La Mancha, near Madrid. The man, accompanied by a 24-year-old friend, was trying to "create content for social networks, which has resulted in this unfortunate and sad outcome," according to a translated press release from the city's website, which didn't disclose the victim's name. Brendan Monaghan is the new CEO of Libsyn, a podcast hosting company, replacing interim CEO John Gibbons. Monaghan co-founded podcasting hosting service Megaphone, which was acquired by Spotify in 2020 for $235 million. Lori Goler, the longtime head of people at Meta Platforms, will leave the company next summer. Janelle Gale, the company's head of human resources, will take over Goler's role in January. 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 | 
0 comentários:
Postar um comentário