CREATOR ECONOMY NEWSLETTER
Issue 40 | May 19, 2022
Since the Black Lives Matter protests in the summer of 2020, many platforms have pledged to support Black creators through dedicated funds and incubator programs. The creator economy, like many other industries, has been facing an ongoing reckoning over the racial biases impacting Black creators. Still, platforms are far from resolving their issues with inequity. TikTok, in particular, has come under fire for allegedly suppressing Black creators and Black Lives Matter-related content. Additionally, Black creators held a strike last July over the lack of recognition and compensation they receive for launching trends on the platform.
Amid the backlash against TikTok, Black creators represented by Diversifi Talent say they were approached by Snapchat, which said the company wanted to provide resources and support to Black creators. Prasuna Chekru, influencer manager at Diversifi Talent, told Passionfruit contributor Charlotte Colombo that she and the creators came to Snapchat representatives with ideas for doing this, including insight on how TikTok’s moderation system disproportionately penalizes Black creators. Instead of taking their suggestions, they claim that Snapchat’s solution for support was to simply grant the influencers verification—and, therefore, monetization opportunities.
The creators say their partnership with Snapchat started off well. However, they say the platform soon replicated the same community guidelines issues they had experienced on TikTok, leading to a loss of verification and income. In her report, Charlotte Colombo spoke with the creators about their experiences with Snapchat and how its display of support felt “performative.”
– Daysia Tolentino, Passionfruit Editor
THE HIGHLIGHT
Black creators say Snapchat unfairly revoked their verification status after promising to support them
“I don’t think it’s a coincidence that only the Black creators from my roster had their Snap Stars taken away.”
By Charlotte Colombo, Passionfruit Contributor
SEEKING A TREND FOR THE END OF THE WORLD
Creator Clash takes the cash-grabbing and clout-chasing out of influencer boxing
The event was a night full of odd pairings between newbies duking it out for charity.
By Steven Asarch, Passionfruit Contributor
FROM THE INSIDE
Linktree co-founder Anthony Zaccaria shares how creators can optimize their link-in-bio
“When you think back to why we created it, there’s got to be a better way to simplify this fragmentation.”
By Grace Stanley, Passionfruit Reporter
TIPS AND TRICKS
From cooking to “extra” reaction videos, TikToker Tati Mitch discusses the challenges of staying on top of trends
“Make your supporters feel like they are your friends.”
By Grace Stanley, Passionfruit Reporter
IN THE BIZ
- TikTok videos teaching people how to make pipe bombs are gaining millions of views on the platform. (via Media Matters)
- Linktree is integrating more Web3 tools into its link-in-bio service, including an NFT gallery function, setting up NFT profile pictures and background images, and NFT locks.
- YouTube and TikTok creators are cashing in on the Johnny Depp-Amber Heard trial. (via Vice)
- TikTok is partnering with Dazed to spotlight the platform’s “icons in the making.”
- Link-in-bio company Koji is rolling out two email sign-up apps in its app store to help creators drive online sales.
TIKTOK MADE ME DO IT
A Doja Cat-themed treadmill workout.
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