Newsletter - April 4

The Creator Economy week in review - (TLDR version): Another big week in creator-land. The headline today: US is likely to avoid another TikTok ban with reports a deal to allow US investors is due to be announced shortly.

The other big creator story this week? The Australian Electoral Commission looking at Abbie Chatfield's political posts (short version: she was cleared in 24 hours). The role of influencers in the election campaign seems to be growing rapidly. As I mentioned last week it's fascinating to watch our institutions, be they government or the media, wrap their heads around this new world and in particular the role of creators within a broader ecosystem.

Elsewhere Elon might have lost 200m users' data (yes, really) and Instagram is making some product updates relevant to creators (is re-posts genius or could it be annoying?).

And finally, can I ask you to do me a favour? If you found this newsletter valuable can I ask you to forward it to a friend or colleague? They can check out the full offering and subscribe here.

Cheers Nic

What your boss is reading...

• PHD's Chris Stephenson: Streaming wars: from ads to audiences – and Why Creators are Set to Win
• Daily Telegraph: 30 under 30: Young Aussie influencers followed by millions
• Tubefilter: A fresh estimate suggests that YouTube could be worth as much as $550 billion
• AFR: Influencers in parliament? The outrage is as tired as it is sexist

The Hook

US TikTok deal tipped to be announced shortly

TikTok is likely to remain available to users in the US with reports across the media that the Trump Administration is close to a deal which would allow the platform to continue operating in America.

The Information was first to reveal a potential deal yesterday which is expected see the creation of "TikTok America" and would allow investment from US companies. Read more.

The Hold

Chatfield takes aim at Liberal Party after AEC clears political posts

Prominent creator Abbie Chatfield, last night, took aim at the Liberal Party following an investigation by The Australian Electoral Commission (AEC) into whether her political posts were paid ads.

In a post last night, Chatfield took aim at the Liberal Party over the AEC investigation. "The Liberal Party is deliberately trying to sow seeds of doubt when it comes to influencers and new media and it's f*cking embarrassing and it's f*cking transparent," Chatfield said. "There was no reason to question the integrity of my posts, as I had repeatedly stated publicly that I was not paid." Read more.

X's Data Leak? 200m user records potentially released - What you need to know

This week Forbes reported that "self proclaimed data enthusiast" had leaked a database with the user records of some 200 million users from X, formerly know as Twitter. Read more.

Instagram to add 're-posts' to help amplify content?

Instagram has announced a couple of interesting product developments which will potentially impact creators on the platform this week.

The most interesting thing, in addition to them adding 2x speed earlier this week, is “re-posts”, appears to be content that you re-share in the app may now appear within the feeds of your followers in the app. Read more.

Jordan Barclay to share insights on changing home viewing experience

One of Australia's most successful YouTubers and gamers, Jordan Barclay, is set to host an AiMCO webinar where he will share how brands, agencies and creators can retain their audience in the modern home viewing experience.

The session, to be held on Tuesday, 1pm on April 8, will focus on repeat viewership, brand integration and producing successful, brand-safe content. Read more.

YouTube pays out $70bn in 3 years, touts ways to monetise content

Last month marked two decades of YouTube — and the wider Creator Economy. In a blog post this week, Amjad Hanif, Vice President of Creator Products, YouTube highlighted the $70 billion the platform has paid out globally to creators, artists, and media companies over three years. Read more.

The Conversion

Activation of the Month: Troy Sivan and Mecca

One of Australia's biggest musicians and creators recently staged a fun activation surprising customers in a photo booth at the recent Mecca launch of his new fragrance By Your Side. Read more.

Hot Jobs - Youi, The PR Hub, ID Collective, Publicis, Kapitol Group, Employment Hero

Each week The Social Hook publishes a selection of Hot Jobs available in the influencer, PR and communications space. Read this week's jobs here.