TOGETHER WITH

It's Monday and YouTube is flexing its language skills with a new AI-powered test feature that will allow creators to automatically dub their videos.

STATE OF THE CREATOR ECONOMY

MrBeast’s manager has a warning for creators: Don’t become “overly reliant” on TikTok.

The CEO of Night Management has some timely advice for creators. Reed Duchscher—who manages top social media stars like MrBeast—marked the beginning of VidCon by sending out a “state of the creator economy” memo to Night’s partner creators. That memo, which included insights about YouTube’s falling ad rates and TikTok’s precarious position in the U.S., is now publicly available on Duchscher’s LinkedIn profile.

Here’s a sneak peek at the CEO’s tips for top creators:

1. Long-form YouTube videos still “hold way more value” than short-form clips “on any platform.”
   Although Duchscher’s memo noted that YouTube CPMs have fallen about 10% year-over-year, the exec remained stalwart in his view that YouTube “remains the best platform through which to build a brand and company.” His argument: long-form YouTube videos generate better revenue shares, the platform is popular among young viewers, and TV has become an integral part of YouTube’s growing presence.
   
   

2. Creators should avoid becoming “overly reliant” on TikTok.

   Duchscher isn’t only concerned about the app’s “constantly changing algorithm.” The CEO also advised creators to take into account the “regulatory risk” of relying on a platform that has faced so much pressure from the government—especially ahead of the 2024 presidential election.
   
   

3. Now is the time to begin “seizing the AI opportunity.”
   Duchscher encouraged top creators to “streamline their processes” and “increase productivity” by incorporating AI solutions into everything from thumbnail development to scriptwriting. But it’s not all about artificial intelligence; the CEO reminded creators to invest in high-performing teams,” too.

   
   
   For more details about Duchscher’s memo (and Tubefilter’s take on the CEO’s advice), check out our full article here.

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1. Sam Newton soundtracks his videos with Artlist’s royalty-free music library. 
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2. The MacFarlane Bros transport viewers to new worlds with Artlist’s curated SFX and footage collections. ​
Artlist’s SFX and footage catalog​ has everything video makers need to realize their creative visions. Take the MacFarlane Bros for example: when the TikTok duo wanted to create an epic lightsaber battle, they searched through expertly-curated collections like “Star Wars-inspired sound effects” to discover on-trend SFX and footage.

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HEADLINES IN BRIEF 📰

• Airrack teamed up with YouTube to help break down the video platform’s 2023 Culture and Trends Report. (Tubefilter)
  ​

• A partnership between Kajabi and The Hello Group will produce a VIP Program catered to creators who hope to develop “digital knowledge products.” (Tubefilter)
  ​

• International conglomerate Unilever will be the official sponsor of the TikTok hashtag #CleanTok. (Tubefilter)
  ​

• Ryan Trahan is bringing back his fundraising Penny Series—but this time, the challenges will take him “far from home.” (Tubefilter)

DATA • MILLIONAIRES 📈

This TikTok legend proves there’s nothing funnier than a solid dad joke

Dave Ogleton is a master of dad jokes. Over the last few years, the father of six has turned his signature sense of humor into an online empire with over 1 million TikTok followers, nearly a million Instagram followers, and just under 20,000 YouTube subscribers.

Ogleton has been doing the social media thing for more than a decade now, but his first 30,000 fans didn’t actually tune in for his signature dad jokes. The creator initially built a platform on Instagram as a fitness influencer, with content focused more on “motivational quotes” and less on family adventures.

And then, around 2020, the whole fitness thing got a little stale.

When Ogleton realized that “people didn’t want to hear about fitness anymore,” he jumped on the opportunity to start posting comedic family content. “Over the course of six months,” the creator says, his social media presence undertook “almost a total rebranding.” That pivot to dad humor was exactly what Ogleton’s Instagram and TikTok accounts needed to take off—and it reignited his own passion for social media, too.

The introduction of Shorts and Reels gave Ogleton even more ways to repurpose his wildly successful family videos. By late 2021, the creator had picked up a manager and was making content full-time.

Since then, Ogleton has taken on major brand deals, released some awesome merch, and is planning to make the leap to long-form videos. According to the creator, “there might be some acting in the future,” too.

GET HYPED

Can Twitch redeem itself by offering creators a higher-paying monetization tool?

Twitch has had a rough couple weeks. Between its ill-fated branded content regulations and the skepticism surrounding its new Partner Plus program, the streaming platform is in desperate need of a win.

Will Hype Chat earn Twitch some goodwill from creators?

Twitch’s latest monetization option allows viewers to pay between $1 and $500 to have their chat messages pinned for specific periods of time. Streamers can set up various pricing tiers of Hype Chat messages, so that “the duration, character count, and visual design of the pin will depend on how much a viewer spends” (per Twitch). That new tool joins a roster of revenue-generating offerings like channel subscriptions (which start at $4.99/month), donations/gifts (through which viewers can give streamers straight-up cash), and cheering, which involves an onsite currency called Bits.

There’s a big difference between Hype Chat and Twitch’s other monetization methods.

Twitch’s latest revenue-generating tool offers creators a 70% revenue cut. Considering that all of the platform’s other monetization methods were dropped to revenue splits of 50/50 last fall, that’s a pretty big deal. (Some creators do have an alternate way of climbing back to an overall 70/30 revenue split through the Partner Plus program, but that method requires maintaining 350 active, recurring paid channel subscriptions for three months straight.)

LISTEN UP 🎙️

Get the inside scoop on VidCon from the convention’s former CEO

VidCon Anaheim wrapped his Saturday, but that doesn’t mean the insider info has to stop flowing. Creator Upload hosts Joshua Cohen and Lauren Schnipper sat down with industry expert Jim Louderback—who served as VidCon’s CEO until 2022—to discuss the iconic video conference.

Tune in on Apple Podcasts and Spotify to learn what Louderback has to say about VidCon, Cannes, platform shifts, and more.

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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.