TOGETHER WITH

It's Wednesday. After fashioning itself as a search engine and a music hub, TikTok seems primed for a new role—this time as a full-on messaging app.

SO LONG, FAREWELL

Some YouTube execs think long-form content could be “dying out.” Here’s why:

Can long-form videos survive in the era of Shorts? According to The Financial Times, multiple YouTube execs have some doubts. A new report cites “senior staff at YouTube,” who have held meetings to discuss troubling viewership trends. Their biggest concern: Shorts viewership may be cannibalizing YouTube’s long-form traffic.

Those fears aren’t entirely unfounded.

Nearly three-quarters of the 100 most-watched YouTube channels in August operated primarily on Shorts, while internal YouTube data shows that creators are uploading fewer long-form videos overall (per The Financial Times). Advertiser money is also flowing toward short-form content.

Altogether, the steady rise of Shorts ad revenue and a growing consumer preference for short-form content raises questions about the future of long-form video.

🔆 SPONSORED 🔆

What does 360° talent representation mean to creators? Here’s are the answers to 3 FAQs from top Viral Nation stars:

As a creator, having the right support system can revolutionize your career. That’s why ​​Viral Nation Talent​​ offers 360° creator representation—and why their team and talent are dedicated to helping creators find the right representation for their goals.

Check out these insights on finding representation from three Viral Nation stars:

1. What should talent look for in an agent? 🤔 
Yuri Lamasbella, Kardashian Impressionist and TikTok Icon: “A partnership, not a cash cow. Talent will benefit the most when their brand is picky with their collaborations.”

2. When did you realize it was time to ​find professional representation​? ⏰ 
Lindsay Nikole, Edgy Zoologist and Rising YouTube Star: “I realized it was time to get professional representation when I wanted to make content creation my primary job…I felt a lot more comfortable moving into that space with people in my corner to help me make connections.”

3. What is the #1 thing that creates a good agent/creator relationship? 🤝 
Gabe Dannenbring (aka TikTok’s Favorite Teacher): “Communication about goals…when influencers communicate their goals to their agent, they can start building a relationship from there.”

Hit the button below to learn how Viral Nation Talent can supercharge your growth: ​

Take your content to new heights →

HEADLINES IN BRIEF 📰

• TikTok star Mike Kruzich has launched a content marketing agency under his own name. (Tubefilter)
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• A new Spotify test seems to remove users’ ability to see in-app song lyrics without paying for Spotify Premium. (The Verge)
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• Facebook’s News tab will reportedly no longer be available to users in the U.K, France, and Germany beginning in December. (Gizmodo)
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• According to new data from Appfigures, many apps are seeing a decline in overall installs despite the U.S. App Store’s rising revenue. (TechCrunch)

DATA • MILLIONAIRES 📈

This Roblox creator took career advice from a seven-year-old. It was the right call.

When Mackenzie Turner first started working at a daycare, becoming an influencer was the furthest thing from her mind. She’d picked up an affinity for TikTok during the pandemic, sure—but creating videos was just a way to alleviate boredom while she pursued her teaching degree.

Then one of Turner’s seven-year-old charges did something unexpected: they influenced her to begin making Roblox videos.

Turner herself didn’t have a strong attachment to the game beforehand, but she knew it was something that the kiddos at her daycare were passionate about. By bringing “a TV show or something like SpongeBob SquarePants to Roblox,” Turner realized that she could reach young viewers in a way that simply wasn’t possible from a traditional teaching standpoint.

So, that’s exactly what she did: she created a YouTube channel focused entirely on Roblox and began uploading one story-driven video every morning at 8 a.m. PST. Those episodes give kids a chance to tune into their favorite cartoons at the same time every day—the same way their parents (or their parents’ parents) had camped out in front of the TV on Saturday mornings.

Turner’s daily videos have also caught the attention of partners like DRESSX, a digital fashion company/NFT producer that’s worked with brands like Dior and Dolce & Gabbana to make virtual versions of their clothing.

Check out our full interview with Turner here to learn more about her partnership with DRESSX.

WATCH THIS 📺

Chicken Run is serving up a second course of claymation comedy

Look out, KFC lovers: you’re about to feel really conflicted.

If you haven’t already experienced the mingled guilt and joy of chowing down on nuggets while watching Chicken Run, Netflix is giving you a second chance to join in on the fun. A sequel to the ‘00 Dreamworks/Aardman Animations film will debut on the streaming service this December—meaning the Dawn of the Nugget is almost upon us.

Check out the official teaser here.

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