TOGETHER WITH

It’s Monday, and it’s also raining Chipotle in Texas thanks to the food chain’s new “Zipotle” drone delivery pilot program.

Today’s News

THE BIZ

Linked Reels have arrived on Instagram

The tool: Instagram’s latest feature lets users link together related Reels to create sequences that facilitate long-form storytelling and cohesive collections (such as a compendium of restaurant reviews).

Previously, Instagram creators had to rely on clunky segues (i.e. “come back for part two”) to guide viewers to the next segment of a multi-Reel tale. Now, that process will be both smoother for creators and more intuitive for viewers. Reels can be linked together during the editing process—either on the captions page or through the menu that shows published Reels—while a new button helps viewers transition from one linked episode to the next.

The context: At its core, the introduction of linked Reels is just the latest example of a time-honored Instagram tradition: copying popular TikTok features. Earlier this year, TikTok viewers became enraptured by The Group Chat, a series spread out across dozens of short videos. 80 million views later, that hype has helped revive the long-dormant web series format.

Even before The Group Chat, minidrama studios had begun cashing in on increased interest in short-form series. In China, the minidrama industry approached $7 billion in revenue in 2024—giving Instagram billions of reasons to jump on the rising popularity of web series-style formats.

🌟 SPONSORED 🌟

Experts at TikTok, Google, and Meta have already led exclusive Creators HQ workshops. What’s next?

Earlier this year, 100 top creators joined industry leaders to launch the ultimate community and coworking space for digital pioneers: Creators HQ. 

Since then, Creators HQ has helped members level up with exclusive biz dev sessions, workshops, and bootcamps hosted by leaders at Meta, TikTok, Google, and beyond—plus subscriptions to creator toolkits like Komi and Spotter Studio.

Not yet a member? At just $40/month, Creators HQ membership includes…

• One all-access pass to the 1 Billion Followers Summit

• Access to studios and podcasting facilities

• Golden Visa nomination and relocation services

• 300+ business development events per year

• Consultations with social media platform reps

HEADLINES IN BRIEF 📰

• TikTok has reportedly laid off hundreds of moderators based in Asia and the U.K. as it pivots towards AI-driven moderation. (Gizmodo)
  
  

• Netflix’s sing-along version of KPop Demon Hunters—which hit theaters this month—may have snagged a spot at #1 at the U.S. box office after earning a projected $18 million over the weekend. (AP News)
  
  

• Bluesky has blocked users with Mississippi IP addresses from accessing its platform in response to a new state law concerning age verification and tracking of underage users. (The Verge)
  
  

• Meta Chief AI Officer Alexandr Wang has announced a partnership with Midjourney that will allow Meta to license the startup’s “aesthetic technology for our future models and products.” (TechCrunch)

GAME ON

The NFL’s biggest ad touchdown: Streaming

The context: After paying $14 billion dollars for exclusive streaming rights to NFL Sunday Ticket, YouTube snagged rights to a Week 1 matchup between the Los Angeles Chargers and the Kansas City Chiefs in São Paulo. And while the platform plans to offer that game to viewers for free, it still stands to benefit in a big way.

The stats: A new report from TV data and analytics firm EDO sheds light on the kind of ad revenue YouTube can look forward to.

The study asserts that digital NFL ads should be even more attractive to brands than NFL ads on traditional television—an impressive claim given the league’s hefty TV advertising stats. EDO’s data showed that TV ads run on regular-season NFL games during the 2024 season were 19% more effective than ads on TV in general. That effectiveness shoots up to 63% during playoffs, and 243% more on Super Bowl Sunday.

The league’s streaming ads, however, are on another level. Data showed that digital ads run during NFL streaming-exclusive games are, on average, 66% more effective than TV ads run during broadcast/linear games.

That figure rises during special events. Ads shown during Netflix‘s Christmas Day games were 84% more effective for entertainment brands than the average 2024 season TV broadcast, while ads run during Peacock‘s exclusive Green Bay Packers vs Philadelphia Eagles game were 116% more effective for brands than average TV ads.

The contributing factors: Two main factors play into the increased effectiveness of digital ads: targeting and scarcity.

On TV, the NFL sells a limited number of ad slots to one brand at a time, meaning the ~20 million people who watch NFL games are shown those same ads regardless of demographic. On the other hand, digital advertising offers more slots, and those can be optimized with ad tools that target specific sects of the population. 

PLATFORM HEADLINES

Pornhub is rolling out a TikTok-style feed

The feed: An infinitely-scrolling vertical feed is coming to Pornhub. Called Shorties, the NSFW platform’s take on TikToks and Reels encompasses fast-paced, vertically-oriented clips that deliver quick jolts of adult entertainment.

Pornhub (which, according to Similarweb, is currently the world’s 19th most-visited website) debuted a beta version of Shorties over a year ago. The feed is now rolling out to more users on the main Pornhub menu, though an official release hasn’t yet been announced.

The context: Pornhub’s reason for adopting a TikTok-style feed is simple: it wants to draw in users between the ages of 18 and 24.

That strategy seems to be working out, since users in that age range have accounted for the biggest chunk of Shorties viewership thus far. And that’s good news for creators on the platform, since an influx of Gen Z engagement with an infinitely scrolling vertical feed can lead to increased reach and discoverability.

By fostering its creator community, Pornhub is also potentially creating an opportunity to carve out out more ad space. The rise of NSFW-focused funding platforms has already led to stronger connections between the worlds of pornography and creator content, with brands flocking to OnlyFans in greater numbers. Now, Shorties could help Pornhub snag a bigger slice of the action.

LISTEN UP 🎙️

This week on the podcast…

The new episode: On the latest installment of Creator Upload, hosts Lauren Schnipper and Josh Cohen break down the lawsuits and child safety controversies plaguing Roblox. Could the metaverse giant be facing its own Adpocalypse?

Also on the discussion board: YouTube’s interest in broadcasting the Oscars, Mark Rober’s upcoming Netflix series, and Hank Green’s chart-topping productivity app.

Check out the full episode on Spotify and Apple Podcasts for more details.

Was this email forwarded to you? Subscribe here.​

Want to introduce your brand to Tubefilter’s audience? Sponsor the newsletter.

Today's newsletter is from: Emily Burton, Drew Baldwin, Sam Gutelle, and Josh Cohen.