TOGETHER WITH

It’s Thursday and the Democratic National Committee (DNC) is going vertical. The game plan: wooing Gen Z voters with a TikTok-style convention stream.

Today’s News

CONFERENCE CALL

Biden to creators: “I hope you all have thought about the consequences of what you’re undertaking”

The conference: On August 14, the first-ever White House Creator Economy Conference brought over 100 creators and industry pros face-to-face with the president of the United States.

That conference—which was run by the Biden administration’s Office of Digital Strategy—invited creators to the White House to discuss prominent policy concerns, including issues around privacy, fair pay, AI, and mental health. Their feedback was then combined into a dossier passed to Biden, who joined the assembled crowd in the East Wing.

The message: The resulting speech placed a heavy emphasis on creators’ responsibility “to record what you think is true” during a period of rampant misinformation. While addressing the gathered influencers, Biden noted that his grandchildren “don’t read the same newspapers or watch the same television I do.” Instead, he said, “they listen to all of you”:

The call-to-action: While the president devoted much of his speech to illustrating the “staggering” impact and “obligations” of creators, he also took the time to encourage attendees to raise awareness about the Inflation Reduction Act. Biden emphasized his hope that content creators will leverage their influence to spread the word about what the act is intended to do: lower out-of-pocket prescription costs.

• That call-to-action is unlikely to be the White House’s last communication with creators. As Election Day approaches and young voters increasingly turn their attention to political content, the messages delivered by top influencers become more and more impactful—a fact the current administration is well aware of.

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Last year, creator economy experts and engineers joined forces to transform the world of online video. Their industry-disrupting invention: OpusClip. 

Since debuting as the world's #1 AI video clipping platform, OpusClip has helped 6M+ creators and brands create viral Shorts, TikToks, and Reels with a single click.

Now, Opus Clip’s Editor 2.0 has arrived—with faster rendering, manual capabilities, and more captioning options than ever before:

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Editor 2.0 makes captioning your videos easier, faster, and more customizable. With the tap of a button, you can cut filler words, remove pauses, add new text and emojis, and even update the caption style from OpusClip’s collection of 12+ trending templates.

Creators are already seeing incredible results, from 70% higher revenue (Ebonie Dion) to 65% more subscribers (Ricardo Hernandez). Hit the link below to see how it works for yourself:

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HEADLINES IN BRIEF 📰

• TikTok’s latest offerings include a library of “unique sticker designs” and group chats capable of hosting up to 32 people. (Tubefilter)
  
  

• A new study found that Instagram failed to remove 93% of comments identified by the Center for Countering Digital Hate as sexist and racist attacks on female lawmakers (Engadget)
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• Ireland’s Workplace Relations Commission has ordered X to pay $600,000 to a former employee, who was terminated after refusing to consent to working long and “extremely hardcore” hours at “high intensity.”(Engadget)
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• Meta has officially shut down Crowdtangle, a resource that allowed journalists and researchers to track the spread of misinformation across platforms like Facebook. (NPR)

CLIMBING THE CHARTS

Gen A says YouTube is cooler than Netflix

The ranking: Kids really like YouTube.

On the heels of a recent Nielsen report (which identified YouTube as the streaming platform with the biggest market share on TVs), a new Beano Brain survey has deemed it the most beloved company among kids aged seven to 14.

That pronouncement comes from the third annual edition of Beano Brain’s 100 Coolest Brands Report. Kids who participated in that study ranked YouTube at the top of the list—despite granting the same spot to Netflix just last year.

Here’s a sneak peek at this year’s U.S. chart:

Why the change? Beano Brain Director of Strategy Helenor Gilmour attributes YouTube’s strengthened position to its focus on building trust among kids and parents. Its record on child safety certainly compares favorably to TikTok: the Bytedance-owned platform came in at #36 on Beano Brain’s U.S. Top 100 list—a lower ranking that could be connected to its history of exposing underage users to inappropriate content.

Top gainers: Gaming brands also saw their cool factor increase in 2024. Roblox claimed the #11 spot on Beano Brain’s U.S. list and jumped from #9 to #6 on its U.K. chart after paying out $741 million to its creator community in 2023.

Other kid-friendly game companies (including Subway Surfers and EA Sports) similarly cracked Beano Brain’s Top 100 for the first time, but the biggest mover was Crocs jumping up 35 spots to land at #49.

CONFIDENCE IS KEY

HopeScope’s VidSummit keynote is all about helping creators transform creative block into viral success

The context: After four years of reviewing yoga pants, HopeScope was stuck in a rut. The creator (aka Hope Allen) loved YouTube and had achieved nearly instant success by posting athleisure review vlogs—but that didn’t mean she wanted to stay in the same niche forever.

One conversation with Derral Eves was all it took to kickstart the next phase of Allen’s journey. She was chatting with the VidSummit founder when he asked a pivotal question: “Why do people watch your videos?”

Armed with that revelation, Allen and husband/creative partner Tyler decided to commit to YouTube full-time for a year and slowly ease into posting new types of videos. That strategy worked like a charm: the duo’s first “new” video, uploaded in December 2020, performed just as well as their typical fare.

12 months later, Allen had transitioned entirely to new styles of content while growing her channel to 1 million subscribers and over 25 million monthly views.

The keynote: Nowadays, the creator claims 5 million YouTube subscribers, 50 million monthly views, and a rapidly expanding TikTok presence—and she’s ready to help others achieve the same success. Allen’s half-hour keynote at VidSummit 2024 (which will welcome 3,500 attendees to Dallas from Sept. 3-5) is set to discuss “how to get out of a rut if you feel like you’re ready to pivot.”

• That talk is one of several presentations designed to inspire creators at September’s big event. Tubefilter’s official guide to VidSummit will drop next week, so stay tuned for more info.

FYI: VidSummit is a Tubefilter partner.

WATCH THIS 📺

Who doesn’t love a little Olympic breakdancing?

The big show: It’s no secret that the 2024 Summer Olympics wasn’t just about the medals. While many fans tuned in to see their favorite athletes claim victory, a good chunk of viewers stuck around for the memes.

So far, no one has summed up that social media-driven phenomenon better than comedian Josh Johnson. In a recent stand-up routine, the Daily Show writer touched on everything from that viral breakdance choreo to the woes of pole vaulting-gone-wrong.

Devoted TikTok enthusiasts will already be able to visualize most of the moments highlighted in that bit—but for those who need a refresher, Johnson’s full monologue can be found here.

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Today's newsletter is from: Emily Burton, Sam Gutelle, James Hale, and Josh Cohen. Drew Baldwin helped edit, too. It's a team effort.