TOGETHER WITH

It’s Wednesday and TikTok could be influencing you to hit the cinema. The app says its users are 44% more likely to go see a movie at least once per month than people who don’t know the joys and pains of the FYP.

BRAINSTORM BUDDY

Spotter’s new AI-driven “brainstorm partner” gets creators 49% more views

The reveal: Spotter is switching gears—and helping creators earn 49% more views in the process. After focusing on writing creators large checks in exchange for catalog licensing for the majority of its five-year existence, the creator company has announced Spotter Studio: an AI-based tool that’s meant to serve as “a brainstorm partner, project planner, and research copilot.”

The first part of that description refers to the Brainstorm function, which generates customizable video ideas based on a creator’s existing channel content. In addition to that tool, Spotter Studio offers title suggestions and thumbnail drafts, while providing a centralized place for creators to plan their next steps.

The journey: According to EVP of Product and Creator Tools Paul Bakaus, the development of Spotter Studio was part of the company’s larger mission to bolster creators’ workflows with AI and help them “get ahead” of the deluge of generative AI slop it knew would soon fill YouTube, TikTok, and other platforms. To kickstart that process, the company began consulting YouTubers like Colin & Samir and hiring executives from Adobe, Amazon, Google, Headspace, Linktree, and Spotify to help it build AI tools. The first of those features, Title Exploder, rolled out in late 2023.

Spotter Studio (which wraps Title Exploder into its suite) was also born from creator input, with MrBeast, Dude Perfect, Kinigra Deon, Rebecca Zamolo, Jordan Matter, Jay Alto, Hayden Hillier-Smith, and Colin & Samir all participating in its beta period. Those creators found that videos developed with Spotter Studio got 49% more views in their first seven days than those made without. In total, videos made using Spotter Studio as part of the development process have collectively netted 844 million views.

The details: Spotter Studio is available now for $49/month or $299/year (temporary discount) to creators in the U.S., Canada, the U.K., and Australia.

🔆 SPONSORED 🔆

Viral Nation creators are kicking off Hispanic Heritage Month in style—with GoFundMe collabs, mouthwatering recipes, and more

As Hispanic Heritage Month kicks off, more viewers than ever are going online to connect with their communities and discover content from boundary-breaking Hispanic creators. 

Viral Nation is here to make sure those creators have everything they need to reach fans and pull off incredible brand campaigns—whether that means facilitating value-focused deals or securing press coverage. 

In honor of Hispanic Heritage Month, meet 3 creators who have built thriving communities and brand campaigns with Viral Nation:

🥘 Nadia Aidi (aka FoodMyMuse) 🥗
Brilliant culinary creator Nadia Aidi draws from her Syrian and Mexican roots to share mouthwatering recipes and cultural insights with 800K Instagram followers. 

💪 Carlos Emmanuel Calderon 💪
Carlos Emmanuel Calderon isn’t just a hilarious TikToker with over 1.4M followers—he’s also a dedicated social advocate, and has joined forces with GoFundMe to support the rebuilding of Puerto Rican communities affected by hurricanes.

😂 Lucas Lopez 😂
Lucas Lopez has mastered the art of making TikTok viewers laugh. Just look at his recent collab with Emporio Armani: the comedic video has amassed 8.1M views, speaking to the power of short-form skits to captivate and engage.

Ready to meet the other 900+ creators on Viral Nation’s talent roster?

Visit the website to learn more →

HEADLINES IN BRIEF 📰

• India and the U.S. scored the most representatives in our latest ranking of Top 50 Most Viewed YouTube Channels Worldwide. At the top of the chart: toddler extraordinaire Anaya Kandhal. (Tubefilter)
  
  

• In a recent employee memo, Snapchat revealed that “Sponsored Snaps” from brands will now appear as unread messages in users’ chat inboxes. (The Verge)
  
  

• Roblox says it will begin allowing creators to sell in-game products in the form of avatar bundles over “the coming months.” (VentureBeat)
  ​

• According to X owner Elon Musk, the beta version of X TV is now available “on LG, Amazon Fire TV, and Google TV, with more integrations coming soon.” (Engadget)

DATA • GOSPEL STATS 📈

Top 3 Branded Videos of the Week: Gaming, drama, and a MrBeast-powered wipeout

Since kickstarting our Gospel Stats Weekly Brand Report last year, MrBeast has occupied the #1 position more often than any other creator. Now, the YouTuber has proven his ability to catapult other stars to the top of the charts, too. Check out this week’s Top 3 Branded Videos for more details:

🥇 AMP x Bang Energy: AMP EXTREME WIPEOUT WITH MRBEAST (10.1M views)
Creator supergroup AMP tapped into MrBeast’s viral fame by utilizing the YouTube legend’s Wipeout-inspired obstacle course. The ensuing chaos (combined with the star-power of AMP members like Kai Cenat) was enough to draw more than 10 million views—a result undoubtedly appreciated by the video’s sponsor, Bang Energy.

🥈 theRadBrad x Nvidia: BLACK MYTH WUKONG Walkthrough Gameplay Part 1 – INTRO (FULL GAME) (5.3M views)
The Elder Ring hooplah may have died down, but soulslikes are still going strong on YouTube. The gaming genre’s latest product is Black Myth Wukong, an RPG that earned the attention of 5.3 million viewers thanks to theRadBrad’s Nvidia-sponsored playthrough.

🥉 Packgod x Opera: Packgod vs Bella The Wolf (4.6M views)
This week’s #3 video demonstrates the magnetic appeal of YouTube drama. Packgod’s confrontation of Bella the Wolf—a creator who has thrown out some contentious claims, including a racism accusation against Technoblade that allegedly hinged on forged tweets—brought in a grand total of 4.6 million views for its sponsor, Opera.

Check out our full article here to learn about lucky video #4—or head over to Gospel Stats for more YouTube data and influencer marketing insights.

LAUNCH TIME

Instagram’s latest feature is the perfect tool for soft-launching your next relationship

The feature: Instagram has a new tool for lovebirds. The Meta-owned platform is adding comments to its disappearing Stories format—a feature it hopes will entice users to step up their soft launches.

A press release describing Stories comments (which, as of September 3, can be left only by mutual followers and seen by followers) suggests that the feature will be an asset for couples looking to covertly debut their new boos. Only mutual followers can leave comments one another’s Stories, and only followers can see those blurbs. Users also have the freedom to turn off comments for any post if they so choose.

Soft launches took off as a viral trend in the early 2020s, when users began subtly introducing their partners through Stories rather than formal Instagram posts. Now, users in 2024 will be able to provide context for curious friends or add new “lore” to existing relationships by adding comments to their other half’s Stories.

The context: The introduction of comments on Stories is also a refreshing divergence from Instagram’s building focus on video. While Meta has lately devoted many of its resources to its TikTok competitor, Reels, Stories has proven itself deserving of a similar level of investment. The format has attracted hundreds of millions of users since debuting on Instagram in 2016, demonstrating a considerable level of staying power.

WATCH THIS 📺

TikTok’s cucumber craze may have led to a national shortage

The creator: If there’s anything Logan Moffitt’s 6 million TikTok followers are absolutely certain of, it’s that their favorite creator loves cucumbers. Moffitt’s platform has come to revolve almost entirely around his quick and easy recipes, which always make use of at least one whole cucumber.

Those videos have reached millions upon millions of viewers across TikTok. Now, it seems like Moffitt’s cucumber craze has reached grocery stores in Iceland, too.

According to outlets like Food and Home, local influencers began sharing Moffitt’s recipes in early August and quickly triggered a surge in demand. A few weeks later, Iceland appears to be facing “an unexpected shortage of the vegetable across the country.” The takeaway: never underestimate the allure of a good cucumber.

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