CREATOR ECONOMY NEWSLETTER
Issue #98 | Jan. 5, 2023
Seismic shifts rattled the creator economy in 2022. The rise of BeReal, AI-driven tech, VidCon’s return, and splashy creator-owned businesses like MrBeast’s Feastables all left their mark on the scene. We witnessed the tumultuous fall of TikTok’s creator fund, creator-backed crypto projects, TikTok-rival Triller, and even Twitter after Elon Musk’s controversial takeover. With an economy headed for a looming recession, we witnessed industry-wide layoffs and dwindling advertising spending, leading creators to brace for an uncertain 2023.
While no one can predict the future, we can certainly always benefit from debating ongoing trends with our peers. Passionfruit spoke with a variety of top agents, co-founders, CEOs, and other executives from companies like Snap, Discord, Pinterest, Wattpad, Linktree, Skillshare, Creative Artist’s Agency (CAA), and more to seek their opinions on what creators should be paying attention to in 2023.
– Grace Stanley, Newsletter Editor
FROM THE INSIDE
Top creator economy CEOs, agents, and business leaders share predictions for 2023
Business leaders at Snap, Pinterest, Discord, Linktree, and more share what they are paying attention to.
By Grace Stanley, Newsletter Editor
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ONE GREAT TIP
“When we bring talent on to the show we ask questions like, are they multi-hyphenate? Can they do more than just one thing? Are they more than just a one-trick pony? Do they have a voice or POV as diverse as Gen Z? Are they relatable and authentic?”
—Fallen Media co-founder Sol Betesh shares what he looks for in creators to partner with. Read more in our April 2022 interview.
SEEKING A TREND
The ‘Tumblrification’ of social media
TikTok and Twitter are starting to feel a lot like Tumblr.
By Charlotte Colombo, Passionfruit Contributor
IN THE BIZ
- Twitch crashed twice this week, prompting complaints from creators.
- YouTube will give 45% of short-form video revenue to creators starting in February 2023.
- YouTube also updated its profanity demonetization policy, sparking concern from creators. (via Tubefilter)
- TikTok and IMDb are partnering to create in-app description pages for movies and TV shows. (via Tubefilter)
- TikTok also added thumbnails for video scrubbing. (via TechCrunch)
- Twitter is adding long-awaited advanced mobile search features. (via TechCrunch)
- Over the holidays, 16 U.S. states banned TikTok on work-related devices. (via Wired)
- TikTok is facing scrutiny for extremist content under the Jan. 6 investigative committee. (via Rolling Stone)
- YouTube star Andrew Callaghan of Channel 5 is catching attention for his new HBO documentary which dropped on Dec. 30. (via Esquire)
- OnlyFans is investing in safe-for-work content. (via Tubefilter)
TIKTOK MADE ME DO IT
Mobile-only carousel posts are a must try—especially for wholesome storytelling.
