TOGETHER WITH

It’s Monday and a (presumably) fake YouTube tool made it all the way to Snopes over the weekend. The fact checker’s verdict: YouTube probably isn’t developing a feature that forces viewers to make eye contact while watching ads (at least, not yet).

PLATFORM RIVALRY

Twitch’s CEO wants Kick to think twice about poaching top streamers

The argument: Kick’s efforts to shake up the streaming status quo haven’t gone unnoticed. During a June 13 interview with creator NateGentile7, Twitch CEO Dan Clancy described the rising platform’s star-powered growth tactics as a “complete mistake.”

• Kick’s penchant for luring high-profile streamers with huge sums of money has successfully wooed top Twitch streamers like Amouranth and xQc—but Clancy says that hype building approach comes at the expense of “long-term stable” growth.

The evidence: Clancy came armed with receipts. In explaining why Kick should prioritize sustainable, platform-wide offerings over short-term incentives, the Twitch CEO pointed to Mixer and YouTube’s own struggles to retain prominent creators once their exclusive contracts come to an end.

• That pattern already seems to be playing out on Kick: some stars, including BruceDropEmOff, have returned to Twitch shortly after signing big deals.

The rebuttal: Clancy’s argument doesn’t account for two parts of the equation: Twitch’s own evolving relationship with creators and Kick’s efforts to court home-grown talent.

• Twitch single-handedly drove signups on Kick last year by enacting policies that alienated creators of all sizes. Now, with Clancy’s guidance, the platform seems to be making up for those unpopular decisions by instituting creator-friendly offerings like new formats, music label deals, and platform-wide tentpoles.
  
  

• It’s possible that those positive changes (rather than Kick’s cash incentives) have encouraged former Twitch streamers to return to their home platform. Either way, Kick isn’t taking the hit lying down: despite Clancy’s assertion that its growth strategy amounts to taking “what the other guy has,” the up-and-coming platform has made strides to invest in homegrown talent through its Creator Incentive Program.

🔆 SPONSORED 🔆

Word on the Block: Influencer Marketing Campaigns Made Easy

Brands deserve more from influencer marketing services: more support, more creative control, and more ease of mind. That’s where Word on the Block comes in. 

With Word on the Block’s full-service influencer marketing platform, you’ll maintain 100% creative control—while an expert team handles the nitty-gritty, from curated creator discovery to campaign execution.

Here’s an FAQ from Word on the Block’s expert team:

1. What does Word on the Block handle?
Word on the Block takes care of everything your brand needs to execute a successful campaign, including…

• Providing a curated list of hand-picked creators 📋

• Handling communication, contracting, and creator payments 💬

• Hand-holding creators to ensure deadlines are met ⏱️

• Ensuring all content meets the highest quality standards ✍️

• Offering real-time performance analytics 📊

2. Will my brand still have creative control?
Absolutely! Brands maintain ultimate oversight over two critical steps: choosing from pre-vetted creators and approving content before it goes live. Word on the Block does everything in between.

3. How do I get started?
Getting started is as easy as signing up on the website. Best of all: there are no subscription costs, no long-term contracts, and no fees—so you’ll only pay for what you use. You can also email [email protected].

Start your campaign now → 

HEADLINES IN BRIEF 📰

• Two new hires are coming aboard at Orca: Patreon vet Sarah Penna will join as Senior Vice President of the ecommerce company’s creator team, while Fullscreen vet Khudor Annous will serve as Senior Vice President of Client Success. (Tubefilter)
  
  

• YouTube might not be rolling out an eye contact detection tool, but the platform does seem to be experimenting with a new type of ad designed to circumvent ad blockers. (TechCrunch)
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• According to the Irish Data Protection Commission, Meta has paused plans to “train its large language model using public content” from EU-based Instagram and Facebook users. (Ars Technica)
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• Hulu is reportedly introducing branded “advergames” that will liven up ad breaks with branded trivia quizzes and ballgames. (The Verge)

DATA • STREAMERS ON THE RISE 📈

This joy-fueled creator traded in her “standard” office job for a Fortnite streaming career

The streamer: Three years ago, HappyHappyGal was crushing the 9-to-5 grind and playing Apex on the side.

• Life is a little different these days: with 150,000 Twitch followers tuning into her Fortnite streams and brands like Mountain Dew reaching out for collabs, HappyHappyGal’s gaming passion is no longer a side gig.
  
  

• Here’s a sneak peek at our chat with her:

Tubefilter: What ended up pushing you to start streaming? That’s pretty intimidating.

HappyHappyGal: “…My husband and I were talking while we were playing, I think, Apex. I was like, “Isn’t it just crazy that people do this for a living? That’s wild.” He’s like, “You would be so good at this.” I was like, “Nah, what are you talking about? No.”

He’s like, “For sure. You could do it. You have this personality that I think people would really like love to be a part of.” We just did a bunch of research. One day, I just jumped into it. I don’t even know how I had the confidence to do it.”

Tubefilter: What really appeals to you about Fortnite?

HappyHappyGal: “Like I said before, it’s just everything about it just fits who I am as a person. I’m very energetic. I’m very silly. I feel like that is what Fortnite is.”

Tubefilter: What are you most looking forward to over the next year or so?

HappyHappyGal: “…Our main goal always is just, how do we keep growing in this space, in spreading more positivity and joy in the gaming community? I know, obviously, you hear it 1,000 times, but the internet is scary…I know not everything is perfect, but we can still find the joy in things.”

SKIN FOR THE WIN

Jake Paul is breaking into skincare. His goal: upending an “outdated” industry.

The launch: Jake Paul has big plans for the future of skincare. The creator-turned-boxer has announced the launch of W, an affordable men’s lifestyle brand intended to shake up an “old and outdated” industry.

The line-up: The first three W products—body wash, body spray, and deodorant—will make their debut at Walmart, where each item will be available for $10 or less. According to CNBC, Paul hopes a combo of competitive prices and modern flare will help disrupt a category that has “been on the shelves in the exact same way for the past 20 years.”

• That mission will take W beyond Walmart’s doors. Although Paul’s lifestyle line will initially be available at the superstore, the creator eventually plans to make W available on Amazon as well.

The context: Paul is far from the first creator to dip a toe into the wild world of skincare—and the list of creators who have launched “better-for-you” products is even longer. Dr. Muneeb Shah (aka TikTok creator DermDoctor) established his own skincare line earlier this year, while Jake Paul’s older brother (Prime co-founder Logan Paul) often touts the high-quality ingredients of his signature hydration drink.

• Creators like MrBeast, Pokimane, and Ryan Trahan have also ventured into the genre of modern, healthy(ish) alternatives to consumer stalwarts, with products like chocolate bars, Oreo-style cookies, and sour strips making a splash in the snack aisle.

LISTEN UP 🎙️

This week on the podcast…

The record-breaker: Kai Cenat is on a roll. After attracting a massive audience with his 156-hour Elden Ring marathon (and dying 1,701 times in the process), the Twitch creator smashed another record by teaming up with Kevin Hart and Druski.

• Find out more about Cenat’s star-studded stream—plus a boatload of other creator economy news—on the latest episode of Creator Upload.
  

• It’s all right here on Spotify and Apple Podcasts.

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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.