Would you pay for a shoutout from your favorite TikTok creator? Well, that reality might not be so far off, as TikTok is testing its own Cameo competitor called Shoutouts. Fans can request birthday wishes, pep talks, and other messages from their favorite follows all without leaving the app. Today Alice is talking the Tok. Enjoy ✌🏻✌🏽.

In Today’s Issue 💬

→ Unpacking Ed Sheeran’s record-breaking TikTok Live

→ How TikTok creators are flipping mansions

→ Why esports team FaZe Clan is removing members

Ed Sheeran Breaks TikTok

Ed Sheeran’s live concert breaks the TikTok record with 5.5 million viewers

Last Friday Ed Sheeran hosted his first-ever live gig on TikTok, smashing the platform’s viewership record across 3 performances. The show was staged at Ed’s home stadium of Ipswich Town football club in partnership with the UEFA EURO 2020, of which TikTok is an official sponsor. The hour-long live stream was created especially for TikTok, with a stage designed for vertical video and custom augmented reality effects. 

By The Numbers 

• 150 million → views for Ed’s TikToks since the campaign began

• 5.5 million → total viewership of the performance on TikTok

• 709,900 → number of TikToks created to Ed’s new single “Bad Habits”

When it comes to scale and distribution, TikTok comes out on top every time. Instagram even announced changes to its algorithm in response to increased competition. Head of Instagram Adam Mosseri said it himself, "TikTok is huge.”

Our Take

TikTok has the ability to create culturally relevant live programming that sets tongues wagging outside of the platform. Live experiences like Ed’s concert and 2020’s The Weeknd Experience demonstrate TikTok’s ambition to become a one-stop shop for all kinds of entertainment. Users now spend more time on TikTok than YouTube, Facebook, and Instagram. TLDR, it’s TikTok’s summer and we’re just living in it.

TikTok Creators Help Flip A $5.29 Million Mansion

A Santa Monica home sells in 2 weeks thanks to a savvy TikTok content strategy

After real-estate agent Rochelle Atlas Maize failed to sell a multi-million dollar home last summer, she devised a strategy with Tiktok creators at the center. The plan? Redesign the interior to “appeal to a younger buyer” and invite creators to make content. The home features a theater, a pool with a water slide, and a fully soundproofed music studio. After an “overwhelming response”, 30 creators were selected to participate based on their follower counts.

Who showed up?

The family rock-pop band SM6 (2.3 million TikTok followers) and Hillary Zinks (496,000 TikTok followers) were among those who took part.

Rochelle’s strategy paid off, as the eventual buyers “had seen the house on social media and will likely use it to create some social media content.”

OUR TAKE

On TikTok, there’s a niche for everyone, including real-estate agents trying to reach multi-million dollar buyers. Apparently, it’s not just Gen-Z who’s watching.

FaZe Clan Drops Members Over ‘Crypto Pump’

Kay, Jarvis, Nikan, and Teeqo are suspended from FaZe over ‘Save The Kids’ altcoin

The esports team that recently made history with their Sports Illustrated cover suspended several members over a cryptocurrency promotion that has drawn criticism as an alleged scam. Kay, who joined the organization in 2013, was removed from the group, while Jarvis, Bikan, and Teeqo were suspended until further notice. In a statement shared via Twitter, FaZeClan said “we strongly condemn their recent behavior. The trust and respect of our fans has been, and always will be, our number one priority.” 

OUR TAKE

Promoting risky products like scam coins can erase years of brand building and audience loyalty. Nikan and Teeqo were closing in on a decade with FaZe Clan before this crypto drama unfolded. Creators and buyers alike need to be cautious of the recent uptake in scam coins.

🔥 In Other News

• TikTok launched Shoutouts for fans

• Karat Financial raised $26 million to provide credit cards to creators

• Frenemies returned as “Families” on YouTube

• Emma Chamberlain and Charli D’Amelio partner with Louis Vuitton

• This YouTube Short got 44M views