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- Should Creators Care About Brand Safety? đ
Should Creators Care About Brand Safety? đ
Agencies and brands zoom in on political content
Good morning. LA creatorsâare you 1) looking to meet other creators 2) curious how creator-run businesses operate and 3) free next weekend? Weâve got just the thing: Sign up for our Coffee With Creators event on the morning of Saturday, August 24, in Hollywood here.
Creator Agencies Prioritize Brand Safety
This week, marketing agency Captiv8 released an AI-powered tool that combs through creatorsâ content and gives them a âbrand safetyâ rating based on how much they associate with hot-button topics like politics, sex, and religion.
Keep in mind: Creators are more involved than ever in this yearâs election. Nearly 28% of US creators have been approached by political organizations to create content ahead of November, according to a new study by creator marketing agency Billion Dollar Boy.
But not all brands are excited about creatorsâ political content. âWe noticed from the election before, [brands] wanted to knowâhave creators talked about the election and talked about the president? Because [brands] donât want to be in that conversation,â Krishna Subramanian, Captiv8 founder, told the NYT.
We talked to a creator and a marketing agency to get their POVs on brand safety â
The brand perspective: âWe are experiencing an increased number of requests from brands to add political vetting to the mix,â Christine Göös, director of marketing at Billion Dollar Boy, told us. To vet creators for brands, they use a mix of manual search and analytic tool Companion.
But that doesnât mean creators should stay quiet re: politics. âThere are audiences that demand their favorite creators to take a stand on issues they feel passionate about, and feel alienated if they donât,â Göös said. âEach creator should weigh in on the pros and cons of integrating their political ideologies into their content as they know their audience best and how theyâll likely react.â
The creator perspective: Actor and creator Chelsea Sik has chosen to take a stand on issues she feels passionate about like reproductive rights. âI donât operate in a scarcity mindset. I think thereâs a brand for every type of creator,â Sik told us.
What is your perspective on brand safety for creators? |
Apple vs. Patreon, Explained
Apple (right) pushes Patreon (left) for a 30% commission fee on sales made through its app / Illustration by Moy Zhong
Apple threatened to remove creator membership platform Patreon from its App Store last year if creators didnât start charging their paid subscribers through Appleâs in-app purchasing system, Patreon shared in a blog post this week.
The details: Apple charges a 30% commission on all sales made through the App Store.
Up until now, Patreon has avoided this fee by using alternative payment processors.
Starting this November, Apple will apply its App Store fee when a new membership is first purchased through Patreonâand again each time the membership is renewed.
In response, Patreon built a new tool that allows creators to automatically increase their subscription prices in the iOS app to cover the share Apple demands. Creators can also opt to charge fans the same cost and eat the 30% commission themselves.
Zoom out: App store prices are becoming an increasingly important factor in creator businesses, particularly for those that have launched subscription streaming services.
For example, creator group Corridor Crew encourages followers to sign up to their service on desktopâwhere they charge subscribers $20 less per year than they do on the App Store.
Olympic Athletes Beat Professional Creators at Their Own Game
Athletes like USA rugby player Ilona Maher (right) made more social media buzz at the Olympic Games than creators like Kai Cenat (left) / Kai Cenat, Photography by Joseph Scarnici
NBCUniversal, the official broadcast partner of the Olympics, sent 27 creatorsâincluding Kai Cenat and Livvy Dunneâto this yearâs games to drum up interest for fans across platforms.
But professional creators werenât the big winners. Why?
Because athletes including USA rugby team star Ilona Maher (who gained over 2 million TikTok followers over the last several weeks) and Norwegian swimmer Henrik Christiansen (who really loves gooey chocolate muffins) stole the show. And that kind of exposure can help Olympic athletesâmany of whom are amateursâsupport themselves as they train for LA 2028.
Zoom out: One analysis found that during the 2020 Tokyo Olympics, athletes who competed in the games created 232,000 posts and gained a combined 113 billion followers across platforms.
đ„ Press Worthy
Emma Chamberlain and MrBallen are among creators named to The Hollywood Reporterâs âMost Powerful People in Podcasting 2024â list.
The PGA Tour announces the full field of golf creators for its first Creator Classic.
The DNC will stream its next event on TikTok, Instagram, and YouTube.
Reddit is becoming a go-to platform for news publishers to share stories and improve search visibility.
TikTok users are buying plane tickets from travel creators within the app.
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