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TOGETHER WITH
It's Wednesday and Jack in the Box has at last unveiled its official streamer: the incomparable, round-headed Gamer Jack.
META MONEY
More monetization options are coming to Facebook Reels. Here’s what to expect:
It’s been a little over a year since Facebook Reels initiated a revshare program by inviting creators to run overlay ads on their videos. Partners who opted into that program received 55% of the resulting revenue, while the other 45% went to Facebook. Since that initial rollout, the social network has introduced additional ad formats, including “post-loop” spots announced last October.
Now, Meta is expanding Facebook Reels payments for select creators.
Under Meta’s new system, Facebook Reels ad payouts will be allocated based on a performance-based model—meaning creators will be paid based on the number of views their videos get rather than the number of ads that run next to them. Those performance-based payouts should (theoretically) come with some major perks.
In a recent blog post, Meta claimed that its new payout structure will reduce volatility for creators without negatively impacting the amount of available ad inventory. In other words: even if a Facebook Reel struggles to generate ad impressions, it will still be eligible for monetization.
“Payouts will be determined by the number of plays,” reads the post. “The better a creator’s reel performs, the more they can earn. Over time we may begin to incorporate other signals into payouts.”
More creators than ever will have access to those new-and-improved payouts. Meta’s blog post noted that “thousands more creators”—including veterans of the now discontinued Reels Play bonus program—will be invited to test ads on Facebook Reels. The types of ads themselves will change, too; Facebook has indicated that in addition to overlay ads, it plans “to start testing a performance-based payout model for In-Stream ads on Facebook with a small group of creators.”
🔆 SPONSORED 🔆
Pacific Islander and Asian creators are changing the game. Here are 3 names to know before the end of AAPI Heritage Month:
The online video world has a lot to celebrate during AAPI Heritage Month. After all, Asian and Pacific Islander creators have reshaped the industry (and they’re not slowing down anytime soon!).
As the world’s #1 influencer talent agency, Viral Nation Talent is dedicated to providing superstars like HellthyJunkFood, Drew Afualo, and Pinky Patel with 360° representation—and in the process of supporting those talented AAPI creators, VN’s expert team members have become their biggest fans.
Once you get to know these AAPI icons, we’re pretty sure you’ll be a fan, too:
Dr. Karen Tang is an advocate for women’s health, and uses her TikTok and YouTube channels to distribute essential medical and health information.
Zoe Lee is a young, fashion-focused creator and mother who loves to showcase her iconic outfits and her family’s day-to-day life across her content.
Pili Tanuvasa opted to sign with Viral Nation Talent after playing football for Azusa Pacific University. Now, his content delivers top-notch fitness tips—plus the occasional cameo from his girlfriend, TikTok icon Drew Afualo.
Whether you’re looking to work with those top stars or join their ranks, Viral Nation Talent is the place to go. Hit the button below to learn more about signing and sponsorships.
HEADLINES IN BRIEF 📰
Audio-only podcasts appear to be struggling on YouTube despite the platform’s big podcasting push. (Tubefilter)
Meta’s multiplayer VR platform, Horizon Worlds, is discontinuing a feature that allows creators to schedule and host their own events. (The Verge)
Spotify has reportedly removed “tens of thousands of AI-generated songs” from its library over concerns about auto-generated streams. (Gizmodo)
According to recent reports, former Fox News host Tucker Carlson will forfeit at least $25 million from the network in order to bring his content to Twitter. (The Verge)
DATA • STREAMERS ON THE RISE 📈
Get to know the creator behind the mask (hint: they’re not actually a cat)
There’s an innovative streamer and fan artist peering out from behind that cheery-looking calico cat face. In fact, the adorable design on Cuptoast’s cardboard head is only the beginning. The creator first began amassing followers on Twitter years ago, in large part because of their unusual approach to online art: every time they replied to a tweet, they would attach a unique piece of art.
That practice turned the creator into a popular figure on the platform, and they quickly built up a strong community of fans and friends.
So when Cuptoast made the jump to Twitch in 2020, they didn’t have to worry about “starting from scratch-scratch.”
In fact, Cuptoast already had a pretty solid support system within the streaming world:
“I was friends with a streamer and he was there to really help me and stuff. Since I had that support, it made me more confident, like maybe I can do this and maybe it won’t be as confusing because I have this person to help me.”
That support—and Cuptoast’s own talent as a “faceless creator who does animation art”—has made all the difference. These days, the 17-year-old streamer is gaining thousands of followers a month across virtually every platform, including Twitter (700,000 followers), Twitch (431K), YouTube (760K), and TikTok (882K).
As for their next big goal? Cuptoast says they’re generally “okay with just letting things happen”—but they wouldn’t mind hitting 800,000 subscribers on YouTube.
AMPED UP
Brent Rivera’s content studio just put out a creator casting call. Is it your time to shine?
Are you “passionate about creating content and looking to start a career” in online video? Would you be willing to move to Huntington Beach, California?
If you answered yes to both those questions, then Amp Studios has a proposal for you.
The digital content studio—which was co-founded in 2017 by YouTuber Brent Rivera and his manager, Max Levine—says it’s looking for “relatable” comedy and lifestyle creators to join its roster. Amp has asked interested parties to show off their skills by posting a TikTok video with the hashtag #AmpWorldNext. According to the studio, those entries should explain why creators are “passionate about pursuing a career as a creator and why they are interested in joining Amp Studios.”
Creators selected via Amp’s first public casting call will join a star-studded group (as long as they’re willing to come aboard full-time and relocate to the studio’s headquartering city of Huntington Beach, of course). Amp currently has around a dozen creators on its roster, including Rivera himself, his sister Lexi, Ben Azelart, Pierson, Andrew Davila, and Jeremy Hutchins. Together, those personalities generate more than 3 billion monthly views and have a collective following of over 250 million people.
Amp hasn’t capped the number of creators it plans to recruit, but the studio says it’s aiming to bring on at least “a few more” people in 2023. For additional info, check out this May 8 announcement video on Amp’s group YouTube channel, Amp World.
WATCH THIS 📺
From knockouts to police chases, this creator is in it to win it
Frankie Lapenna doesn’t do anything halfway. After collecting 8 million TikTok followers, the creator decided to give YouTube Shorts a try—and quickly made an appearance in our U.S. Top 50 chart.
There’s a reason Lapenna attracts die-hard viewers wherever he goes. The Michigan creator infuses his videos with slap-stick comedy, Zach King-style technical wizardry, and an absolutely magnificent moustache. Most importantly: Lapenna isn’t afraid to take a punch for his fans.
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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.