TOGETHER WITH

It's Thursday and TikTok has a new ally in its quest to become Gen Z’s search engine of choice: Wikipedia.

IS THE PRICE RIGHT?

TikTok says its platform leads to more conversions than brands realize

TikTok wants brands to change the way they measure campaign results. In a blog post uploaded just days after TikTok Shop’s U.S. launch, the platform argued that click-based attribution methods—which track clicks from sponsored posts to landing pages—don’t actually capture the full extent of its marketing power.

According to TikTok, the gap between actual conversions and those recorded by click-based measurements is pretty dramatic. The platform estimates that it only gets credit for 21% of the purchases it informs. The result: TikTok says that click-based measurements undervalue its conversions by 73%.

The app’s solution:

TikTok wants its ad partners to adopt hybrid measurement models, which combine click-based attribution with “view-through” tracking—a model that records the number of purchases made during a specific “attribution window.” That window can stretch from one day to a whole week, meaning brands will have to practice some patience when measuring conversions.

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HEADLINES IN BRIEF 📰

• Hyundai and Kia have asked U.S. courts to reject lawsuits from 17 U.S. cities, where officials have blamed the automakers for a multi-year wave of car thefts. (Tubefilter)
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• Technology company Artlist has launched the 100K Fund, a grant program that will give one creator a six-digit award. (Tubefilter)
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• Esports and entertainment organization FaZe Clan has reportedly fired its CEO of five years, Lee Trink. (The Verge)
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• TikTok’s “Creativity Program Beta” has officially arrived in Brazil, France, Germany, Japan, Korea and the U.K. (TechCrunch)

DATA • STREAMERS ON THE RISE 📈

This Call of Duty streamer’s career started with a happy accident

Repullze didn’t actually intend to become a big-time streamer. In fact, the Call of Duty gamer says he “didn’t even start streaming for myself”—he was just trying to help out an introverted friend who had a fear of going live.

According to Repullze, the viral success that followed “was all an accident.”

The world was still in the midst of the COVID-19 pandemic when Repullze agreed to play a few rounds of Call of Duty with his friend (aka DiazBiffle) on Twitch. Those games were only meant to give Repullze’s buddy the confidence to become a streamer in his own right.

Instead, Repullze says, “things blew up.”

DiazBiffle did end up becoming a successful streamer—but so did Repullze. For three years straight, the creator followed a hardcore schedule: he streamed every day from “8:00 PM to quite literally 4:00 AM,” and maintained an active presence on multiple platforms. That dedication (along with the occasional laser show and the launch of his Warzone-focused podcast, Pullze Check) helped Repullze to attract a loyal audience of 270,000 Twitch followers.

The creator now adheres to a slightly less intense schedule, but his online influence hasn’t diminished one bit. In fact, Repullze’s platform has given him the opportunity to “spread positivity” within the gaming community, a responsibility that he takes seriously:

WATCH THIS 📺

This is the kind of drama we all need in our lives

Meowdrama doesn’t just make edits of popular movie clips—they improve upon cinematic masterpieces by adding in a character that should always have been there: Myron.

Thanks to his human’s editing skills, the black-and-white cat has become a delightful addition to scenes from movies like Barbie, Harry Potter, and Titanic. Fans of the Netflix hit Wednesday will also be pleased to find that Myron is a perfect fit for the main character’s gothic color scheme. In fact, it’s hard to think of a setting that wouldn’t benefit from one of Myron’s signature cameos—which is why you’ll probably want to check out Meowdrama’s channel sooner rather than later.

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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.