TOGETHER WITH

It’s Thursday and according to CTO Mira Murati, OpenAI’s hyperrealistic text-to-video generator could be available to the public within just “a few months.”

GOING GLOBAL 🌎

TikTok’s Effect Creator Rewards program is changing. Here’s what to expect:

TikTok’s Effect Creator Rewards program is getting a major update.

The context: The app has announced an expansion of its effects monetization program, which launched last May as a $6 million fund designed to pay creators who publish popular effects through Effect House. At the time, those payouts were limited to six regions and applied only to effects that were used in 500,000 unique videos within 90 days.

• TikTok lowered that requirement to 200,000 unique videos while expanding the program in October—a move that brought Effect Creator Rewards to countries like Australia, Brazil, and Canada.

The update: Now, the platform is opening its effects payout program to creators in 33 additional countries, including Peru, Mexico, Egypt, Taiwan, and Thailand. The threshold for eligibility has also dropped to 100,000 unique videos.

• Here’s the catch: according to TikTok, “only effects used in public videos” will be “eligible to collect rewards” after March 12.

Why it matters: The expansion of TikTok’s rewards program is good news for effects creators located in previously ineligible regions, but the program’s updated payout requirements could also serve to dampen fundraising efforts that have emerged in response to crises in Gaza, the Congo, and Sudan.

• According to Time, TikTok effects designers like Jourdan Johnson (who designed the viral “Filter For Good”) have raised thousands of dollars to support humanitarian aid in Gaza. Many of those creators encourage users to post private videos using their effects—an avenue that is no longer widely available as of this week.
  
  

• The upside: To offset any dips in revenue, TikTok says its Effect Creator Rewards program will shift to a proportional system that will pay creators for each qualifying video above 100,000.

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HEADLINES IN BRIEF 📰

• Spotify Premium subscribers in 11 countries can now watch full-length, YouTube-style music videos from major artists on the Spotify app. (Tubefilter)
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• A new program from influencer marketing firm Linqia aims to expand the reach of creator campaigns on connected TVs. (Tubefilter)
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• X has reportedly canceled its contract with former CNN host Don Lemon just days before his upcoming talk show was scheduled to stream an interview with Elon Musk. (Engadget)
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• YouTube says a redesign of its TV app will “open the door for a broad range of new experiences such as shopping for your creators’ favorite products.” (Engadget)

COLUMNS • CREATORS ON THE RISE 📈

This creator turned luxury dry cleaning into a TikTok sensation

How it started: Zach Pozniak always felt drawn to the world of high-end dry cleaning. His father had been in the business for 40 years and—according to Pozniak’s grandfather—it was a “recession-proof” career path.

• That all changed when COVID hit. As more and more people switched to remote work, the demand for freshly pressed slacks and skirts fell sharply. It was a devastating period for Pozniak and his father, who co-own a luxury Manhattan dry cleaning biz called Jeeves New York.
  
  

• Pozniak knew Jeeves needed help if it was going to stay afloat—so, he and his sister resolved to become “the Wikipedia of stain removal.” With Jeeves’ survival at stake, the two leveraged their knowledge of SEO and cleaning techniques to craft a few short YouTube videos.
  
  

• The results were “really, really disheartening,” but Pozniak didn’t give up. He brushed up on his editing skills and, in summer of 2020, turned his attention to TikTok. It wasn’t long before viewers were hooked on Pozniak’s cleaning tutorials and luxury laundry videos—and as Jeeves’ online following grew, in-person clients began flooding in, too.

How it’s going: Four years later, Jeeves’ social media presence is still going strong. The business’ TikTok account has grown to encompass over 615,000 followers, while its IRL location handles between 1,500 and 1,800 items a week.

What’s up next: Pozniak and his father are ready to take their laundry education efforts to the next level. Come October, fans of Jeeves will be able to brush up on their cleaning skills by consulting a book written “for anyone who’s learning how to do laundry or really wants to perfect their craft and take it to the next level.”

DATA • GLOBAL TOP 50 📊

Global Top 3: A Roblox-inspired channel takes the lead

The charts: Music and mayhem prevailed this week as Gen A-focused comedy, colossal challenges, and a chart-topping record label ruled our worldwide YouTube rankings. Every channel in this week’s Top 3 managed to pull in more than 500 million views, while the leader of the bunch climbed past 700 million.

🥇 The first-time winner (703.2M views): That chart-topping channel is Rainbow Friends Fans, a Gen A-focused hub that takes inspiration from one of Roblox’s most popular games. Although some Rainbow Friends Fans' videos include questionably appropriate content, young viewers have helped the channel climb to a lifetime total of 3.3 billion views.

🎵 The record label (672.1M views): After topping our global chart last week, a 3% decrease in week-over-week traffic dropped T-Series to #2. Luckily for the Indian record label, that slight dip is unlikely to stop it from hitting 250 billion lifetime views before the end of the month.

💪 The challenger (545.3M views): MrBeast always sees an influx of views after posting one of his big-budget challenges, and this week was no exception. Thanks in part to the climbing view count of his latest video (an abandoned city tour that currently claims 129 million views), the Feastables founder jumped ten spots to reach #3 in our global chart.

FYI: This overview is just a sneak peek at our worldwide YouTube ranking, which tracks the fifty most-viewed YouTube channels of the week. Check out the latest Global Top 50 here.

WATCH THIS 📺

TikTok’s CEO is speaking out about the House’s “disappointing vote”

The bill: Yesterday morning, the U.S. House of Representatives voted in favor of a bill that could enact a nationwide ban against TikTok (or force its sale to a non-Chinese company).

The video: TikTok CEO Shou Zi Chew isn’t waiting for the Senate’s response to speak his mind online. The exec posted on TikTok within hours of the House’s “disappointing vote” to “clarify some things” about the app’s approach to data security and its impact on small businesses.

• Chew wrapped up his video by encouraging users to “make your voices heard" by reaching out to U.S. Senators. Check out the full clip 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.