- Influence Weekly
- Posts
- Influence Weekly #399 - 12,000 Sq Ft, 16 Studios, Crocs & Chemical Guys: Inside Outlandish's TikTok Shop Live Streaming Empire
Influence Weekly #399 - 12,000 Sq Ft, 16 Studios, Crocs & Chemical Guys: Inside Outlandish's TikTok Shop Live Streaming Empire
Blackstone Exits TikTok U.S. Consortium Bid As Deal Uncertainty Grows
Nii Ahene
July 25, 2025
Spotlight Stories
Victoria’s Secret Taps Influencer Agency HelloFranses! To Lead UGC Strategy For Summer Campaign
Blackstone Exits TikTok U.S. Consortium Bid As Deal Uncertainty Grows
12,000 Sq Ft, 16 Studios, Crocs & Chemical Guys: Inside Outlandish's TikTok Shop Live Streaming Empire
PerfumeTok Community Reacts to AI Fragrance Influencer Launch
Great Reads
Sophie Jamison, Forbes 30 Under 30 honoree and Lightning Media founder, is challenging fundamental flaws in influencer marketing strategy. The former Chief TikTok Officer for brands like Nerf argues that most campaigns follow a "backward and ineffective" approach focused on follower counts rather than genuine brand alignment.
Jamison criticizes the industry's reliance on surface-level metrics like views and likes, advocating instead for meaningful engagement indicators such as "saves." She's developed a "Creator Affinity Index" to predict campaign success by analyzing audience sentiment and past sponsored content performance.
Her core recommendations include abandoning rigid scripts that constrain creators, implementing long-term partnerships over one-off campaigns, and prioritizing authentic brand-creator alignment. She emphasizes treating creators as audience experts rather than content vendors, noting that successful campaigns should integrate so naturally that viewers comment "I didn't even know this was an ad."
Through her consultancy founded in February 2024, Jamison predicts internal creator roles will become as common as social media managers. Her approach centers on human connection over transactional relationships, arguing that brands should "forget everything they were taught in marketing class 20 years ago" to succeed in creator-driven marketing.
Blackstone has withdrawn from the consortium seeking to acquire TikTok's U.S. operations, complicating the ongoing divestiture process. The consortium, previously led by Blackstone alongside Susquehanna International Group and General Atlantic, had emerged as the front-runner to secure 80% ownership of TikTok's U.S. business while ByteDance retains a minority stake. Oracle, Andreessen Horowitz, and KKR remain part of the investor group.
President Trump has extended the divestiture deadline to September 17 through a third executive order, following Congressional legislation that originally mandated a sale or shutdown by January 19, 2025. The extensions have drawn criticism from lawmakers citing national security concerns over Chinese control of the platform.
TikTok is actively developing a standalone U.S. version of its app, reportedly launching in American app stores by September 5, with the current version potentially phased out by March 2026 pending sale completion. The strategy aims to preserve TikTok's 170 million U.S. users while addressing regulatory requirements.
Creator economy agency Outlandish, founded by former Chinese social media influencer William August, has built a comprehensive TikTok Shop livestream operation centered on a 12,000 square foot Santa Monica facility with 16 streaming studios producing 2,000+ hours of monthly content. The company employs over 50 people and operates across eight global markets including London, Madrid, and Brazil.
August leveraged his decade of experience in China's social commerce ecosystem to become one of TikTok Shop's first agency partners during its UK launch in 2021. Outlandish's performance-based model takes commission on sales rather than charging flat fees, and the company will terminate underperforming clients after three months.
The agency demonstrated its approach with Dodo Chocolates, their own product line that generated $7 million on TikTok Shop within six months and reached number one in the food and beverage category within three months. Established clients include Crocs and Chemical Guys, with Chemical Guys reporting 95% of TikTok Shop purchases come from new customers.
Outlandish plans to expand with Las Vegas location by end-2025 and five additional locations in 2026, while developing Creator Samples, their SaaS platform for managing creator relationships and performance measurement.
Chart Of The Week
Almost 24% of creators say “saving time + streamlining workflow” is the top reason they use AI
Follow Our Accounts on Instagram for more data, news and analysis
Campaign Insights
Victoria's Secret has hired newly-launched influencer agency HelloFranses! to manage user-generated content strategy for its upcoming t-shirt bra campaign, moving this work from in-house to external partners. The London-based agency, backed by W Communications, will handle creator strategy, sourcing, and content execution as Victoria's Secret intensifies efforts to reach Gen Z consumers.
The partnership aligns with CEO Hillary Super's December 2024 statements about focusing on "an entirely new generation of young women." Victoria's Secret reported its strongest quarterly growth in three years with 6.5% year-over-year sales increases in Q3, crediting cultural relevance initiatives including the revival of its fashion show.
HelloFranses! positions itself as a "creator-first consultancy" combining cultural intelligence with proprietary technology. The agency serves clients including LVMH's Hublot and PATRÓN, and is expanding with planned offices in Abu Dhabi and Singapore.
Sweetgreen has partnered with food influencer Pierce Abernathy to promote its summer peach menu through farm-to-table content creation. The salad chain brought the New York-based influencer, known for produce-focused content on Instagram and TikTok, to Frog Hollow Farm in Northern California to document the sourcing process for its peach and goat cheese salad.
The campaign reflects Sweetgreen's strategy of marketing seasonal ingredients like fashion product drops, treating produce as premium commodities. Co-founder Nicolas Jammet noted the approach "puts the spotlight on the peach and the grower" similar to fashion brands promoting new releases. This marks the latest in Sweetgreen's seasonal campaigns, following previous collaborations including "Peach Week" in 2023 and a Brussels sprouts promotion with fashion influencers in 2024.
Abernathy, who gained pandemic-era popularity through cooking videos before expanding into fashion modeling for brands like Gucci, selects partnerships based on cultural alignment and his philosophy of being "as close to your food as possible." While brand partnerships currently represent a significant income source, he's exploring additional revenue streams including editorial content, cookbook development, and potential restaurant ventures, indicating the diversification trend among established creators.
Logitech G launched its sixth annual #Creators4BIPOC initiative this July, targeting Black, Indigenous, and People of Color gaming creators through a comprehensive support program. The program operates across four pillars: Giving, Social, Livestream, and Learning.
Key components include masterclasses delivered in partnership with Sugar Gamers, providing creators with tools for success in and beyond gaming. Educational sessions feature community leaders from organizations including BCGA Foundation, Latinx in Gaming, Be Strong, and Asian Mental Health Collective.
The company will award four individuals who have contributed to gaming inclusivity with complete gear upgrades, nominated by nonprofit organizations. Additional community members are eligible for equipment packages. Content creator KarimCheese will host an esports tournament on the Logitech G Twitch channel, featuring competitive gameplay and exclusive giveaways.
This initiative builds on Logitech's recent technology developments through its Streamlabs subsidiary, which introduced AI Game Highlighter last year to help creators identify key stream moments and compile highlight reels across multiple platforms.
The program runs throughout July with updates shared through Logitech G's social channels and Twitch platform using the hashtag #Creators4BIPOC, representing Logitech's continued investment in diversifying the gaming creator ecosystem.
Innocent Drinks has appointed London-based marketing agency PrettyGreen to lead its influencer campaigns on a project basis, starting with product innovation launches. The partnership kicks off with the "Spicy Content" campaign promoting Innocent's new Immunity Shot and Apple Cider Vinegar Gut Health Shot, specifically targeting Gen Z audiences through what the agency calls a "bait-and-switch play" on traditional teaser content.
PrettyGreen will follow this with the "Kids Juicy Water" influencer campaign during April half-term, focusing on educating parents about the new product and driving in-store trials. The agency joins this partnership after winning top honors at the Independent Agency Awards 2025 and reporting a 75% pitch conversion rate in 2024.
The collaboration positions these health shots as solutions to life's mundane moments, helping consumers "feel 100% in their daily grind." PrettyGreen's client roster now includes Sky, Amazon Music, Bupa, PizzaExpress, and SharkNinja alongside Innocent Drinks. The agency's approach aligns with Innocent's creative boldness and B Corp values, matching the brand's playful tone with appropriate creators and target audiences.
Roblox has launched a new IP licensing platform that streamlines partnerships between major entertainment companies and creators on its gaming platform. The Roblox License Manager transforms previously months-long licensing negotiations into a process taking days or hours. Launch partners include Netflix (Stranger Things, Squid Game), Lionsgate (Twilight, Saw franchises), Sega (Like a Dragon), and Kodansha (Blue Lock).
The platform provides IP holders with self-serve tools to register licenses, customize usage terms, scan for unauthorized use, and automatically collect revenue shares. This initiative builds on Roblox's expanding creator economy, where creators earned $923 million in 2024, up 25% year-over-year, with projections exceeding $1 billion in 2025.
The platform serves 97.8 million daily active users, with research showing 82% appreciate branded content. Roblox plans to open the License Manager to all IP holders soon, exploring additional license types beyond full-experience adaptations. This licensing platform complements recent initiatives including a $35 million Creator Fund and new commerce tools enabling physical product sales within virtual experiences.
Onfolio Holdings Inc. has launched a revenue-share partnership program targeting digital content creators who struggle with business scaling. The program specifically focuses on digital educators, course creators, and knowledge entrepreneurs who excel at content creation but lack marketing infrastructure, financial strategy, or operational capacity for growth.
Under the partnership model, Onfolio provides hands-on support, expertise, and resources to creators in exchange for a share of additional revenue generated. The company deploys its team, established playbook, and resources to help partners maximize potential while building recurring revenue streams for Onfolio.
CEO Dominic Wells noted that many course creators are "brilliant educators and product builders, but they struggle with the business side, especially marketing, automation, and monetization." This asset-light growth strategy aligns with Onfolio's business model of acquiring, operating, and scaling digital companies with strong cash flows and growth potential.
The company is currently onboarding partners and expects to announce its first cohort of creators in the coming weeks. This initiative represents a new approach to creator monetization, addressing the common challenge of talented content creators lacking business development capabilities.
Beauty incubator Slate Brands faced swift backlash from the fragrance influencer community after launching "Iris Lane," billed as the first AI perfume influencer, on Instagram July 10. The artificial persona quickly drew criticism from human fragrance creators who saw it as undermining the authenticity central to perfume marketing. Key influencers including 2025 Sephora Squad member Elise Grenier and others publicly criticized the initiative, with many blocking the account. Critics argued that fragrance marketing relies on genuine human experience - actually smelling products and sharing authentic reactions - which AI cannot replicate.
By Tuesday, Slate had wiped the account's posts and issued an apology, stating their "initial execution missed the mark." The account was deleted by Wednesday. CEO Judah Abraham clarified that while the company remains interested in AI as a creative tool, it doesn't plan to replace human influencer partnerships, which remain central to their strategy.
The incident highlights ongoing tensions around AI influencers in creator marketing, particularly in categories requiring sensory experience. While AI influencers like Lil Miquela have found success in fashion, the fragrance community's rejection suggests certain verticals may prove more resistant to artificial personas, especially where authenticity and human sensory experience drive consumer trust and purchasing decisions.
Pacsun launched its "Denim Days" fall campaign targeting Gen Z consumers, capitalizing on the brand's viral TikTok popularity where it has 2.1 million followers. The campaign features content creators including the Williams Twins, Alana Champion, and Jackson Passaglia, photographed in shopping malls to align with Gen Z's renewed interest in mall culture.
The retailer is leveraging TikTok Shop integration with its third Super Brand Day collaboration in late July, featuring live shopping experiences and livestreams from flagship Los Angeles and New York locations. Pacsun will host a dedicated "Denim Trip" for creators to showcase styling content in real-time across social platforms.
The campaign promotes a versatile denim collection including Casey Low Rise Baggy and Jade Bootcut jeans for women, plus Blake Extreme Baggy and Cade Straight jeans for men. This builds on Pacsun's social commerce investments, following previous Pinterest partnerships.
The timing aligns with broader retail trends as Gen Z rediscovers physical retail spaces for both social interaction and shopping. Pacsun joins retailers like American Eagle in refocusing on in-store experiences while maintaining strong digital presence. The campaign launched online July 12 and expands to physical retail locations later this month, demonstrating the brand's omnichannel approach to reaching young consumers.
TikTok has launched beta Songwriter Features, expanding beyond short-form video to deepen creator tools and music discovery capabilities. The new suite allows songwriters to tag profiles, curate music in dedicated tabs, and share backstories within TikTok's ecosystem, developed from feedback by 871 songwriters.
This marks TikTok's return to its musical roots—originally Musical.ly focused on lip-syncing before viral audio trends drove chart hits. The timing is strategic as the platform faces potential US ban pressure and seeks revenue diversification through connected TV apps, long-form video, and mixed reality initiatives.
Key market data shows 80% of songwriters use social media for promotion, with 53% of full-time songwriters posting on TikTok specifically. Independent artists now drive 48% of streaming revenues, making this creator segment valuable for platform growth. Warner Chappell Music and other major labels are backing the rollout.
Retail brands are increasingly leveraging their store associates as authentic content creators and influencers, recognizing their product expertise and customer trust as valuable marketing assets. Aerie leads this trend with its "Associate Picks" TikTok series, where employees voluntarily showcase products without compensation. These associate-focused videos comprise 34 of Aerie's 100 most-viewed TikToks, generating nearly 3 million views and holding viewer attention for over eight seconds compared to the typical three-second scroll.
Macy's operates a more structured approach through its "Style Crew" program, launched in 2017, which includes 25 employees among 300 rotating members. Associates need 1,500 social media followers to qualify and receive gift cards or monetary compensation for content creation, plus commission opportunities through affiliate platforms.
Ulta Beauty runs the "Ulta Beauties" ambassador program, positioning associates as powerful influencers who impact customers' daily lives. The program serves dual purposes: marketing content creation and talent recruitment, showcasing career opportunities within the company.
The Big 3 Podcast - June Recap Podcast Now Out!
Join us for The Big 3 by Influence Weekly, where hosts Ceci Carloni and Nii Ahene deliver expert commentary on the creator economy's most impactful business developments. Each month, they offer insider perspectives on industry-shifting stories, unpacking what these changes mean for brands and marketing professionals in the creator economy
Interesting People
Popular livestreamer iShowSpeed announced a two-week hiatus from content creation following a highly successful European tour that generated record viewership. The 20-year-old creator, whose real name is Darren Watkins Jr., told viewers during a Monaco broadcast that the break is "for a very good reason" and promised "something huge" upon his return.
The announcement follows nearly two weeks of daily European streams that consistently attracted 100,000 concurrent viewers, with his July 13 broadcast reaching a career-high 437,000 simultaneous viewers across YouTube and Twitch. Key tour moments included viral content in Estonia, Poland, and Greece, generating millions of views per video.
Reports suggest Twitch has offered Watkins a $600 million exclusive streaming deal over two years, though neither party has confirmed negotiations. The creator boasts 41.4 million YouTube subscribers and was previously banned from Twitch in 2021 before being reinstated in 2023.
Private equity firm TSG Consumer Partners has acquired influencer-founded fragrance brand Phlur for an undisclosed amount. The brand, expected to generate over $150 million in retail sales this year, was co-founded by influencer Chriselle Lim and brand accelerator The Center in February 2022.
Phlur's breakthrough came with its "Missing Person" fragrance, which went viral on TikTok and created a 200,000-person waiting list. The brand has become the number two growth brand at Sephora U.S. and Canada, climbing from top 20 to top 10 fine fragrances within a year. Sales grew 65% year-over-year in 2025, split evenly between retail and e-commerce channels.
Following the acquisition, Lim will continue as Creative Director while retaining a meaningful stake alongside The Center. CEO Elizabeth Ashmun, who joined in 2024, will continue leading operations. The 20-person team remains intact under TSG ownership.
Dhar Mann Studios has evolved from desperate beginnings into a major content empire, offering brands a blueprint for authentic creator partnerships. Starting with $600 in his bank account and facing eviction, Dhar Mann began creating scripted social videos that now generate five hours of original content weekly across all major platforms.
The operation has scaled to 125,000 square feet of studio space in Burbank with former MTV president Sean Atkins as CEO. Their success stems from creating stories based on real experiences that resonate universally, rather than chasing viral moments or shock value.
For brands, Dhar Mann Studios represents a shift from transactional creator relationships to long-term cultural partnerships. Atkins criticizes the typical approach of treating creators as "disposable assets" for one-off media buys, arguing this trains challenger brands while failing to build lasting relevance.
The company now pursues multi-year, category-exclusive partnerships with brands willing to commit long-term, citing Sephora, Red Bull, and Joyride as successful examples. They're expanding beyond social media with a 24/7 Samsung TV Plus channel, podcasts, and their Fifth Quarter division that helps other creators scale.
Destene and Brandon Sudduth exemplify the corporate-to-creator career shift transforming the modern workforce. The couple left stable HR and finance careers to build a multi-platform content business, generating revenue through brand partnerships with companies like Starbucks.
Their journey began in February 2020 with a simple iPhone video during a cabin trip. Within four months, a proposal video went viral, providing validation for their content strategy. The couple gave themselves a one-year deadline to achieve monetization—they succeeded in just four months.
Key to their success: authentic storytelling, particularly sharing their IVF journey as people of color, which resonated strongly with audiences. They now operate across YouTube, Instagram, and TikTok, repurposing 99% of content across platforms while maintaining distinct strategies for each audience.
The couple now works full-time from home, allowing them flexibility for parenting while building their content empire. Their story illustrates how creators are professionalizing content creation as a legitimate career path with substantial earning potential.
The Sidemen, a British YouTube collective with 150 million subscribers, successfully transitioned their reality show "Inside" from YouTube to Netflix, signaling a broader trend of creators moving to traditional streaming platforms. The group's second season of "Inside," a Big Brother-style competition show, reached 1.3 million UK Netflix households compared to 967,000 for the YouTube debut, according to Digital-i analysis.
The move was driven by financial incentives and mainstream reach, with Sidemen member Tobi Brown candidly citing "money" as the primary motivation. Netflix's "modest" budget allowed for enhanced production quality and attracted high-profile guests like soccer star Patrice Evra. The show briefly hit Netflix's global top 3 and attracted more family viewing than its YouTube predecessor.
However, success metrics remain mixed. While Netflix praised the partnership, recent data shows "Inside" Season 2 ranked around #1000 in Netflix's viewing charts for 2024's first half. The collaboration represents Netflix's strategy to capture younger audiences through creator-led content, following similar moves with formats like "Blue Therapy." Industry analysts view this as smart diversification for creators at their peak, though questions remain about long-term mainstream appeal versus niche audience engagement.
WildBrain, the children's media company behind Peanuts, Teletubbies, and Strawberry Shortcake, has developed an integrated "360° strategy" that connects content creation, audience engagement, and global licensing to build lasting kids' franchises. Led by CEO Josh Scherba since 2023, this approach contrasts with traditional entertainment companies that operate these functions separately.
The company's audience engagement pillar, overseen by EVP Kate Smith, has generated significant results across digital platforms. WildBrain's YouTube network has accumulated over 1.5 trillion minutes watched, averaging 17 billion monthly. The company was also an early adopter of FAST channels, launching over 150 dedicated brand channels including a partnership with Pokémon.
WildBrain's strategy involves using digital platforms to gather audience insights that directly inform content and licensing decisions. For Strawberry Shortcake, YouTube and social media data revealed strong nostalgia preferences, shaping their creative direction. Their Teletubbies TikTok strategy targets Gen Z with nostalgic content rather than children.
Industry News
Meta has launched enhanced analytics tools for Threads creators, marking a significant upgrade to the platform's data capabilities as it competes with X for social media dominance. The new features allow creators to access granular engagement breakdowns by interaction type, detailed follower demographics including geographic and age data, and crucially, cross-platform discovery tracking that shows when content appears on Instagram and Facebook.
Key additions include performance comparison charts covering 7-90 day periods and improved insights into content trends. This follows Meta's May rollout of multi-link profile support and April's global advertising expansion on Threads.
The timing is strategic: Threads reached 115.1 million daily active users in June, up 127.8% year-over-year, while competitor X hit 132 million but declined 15.2% annually. Despite CEO Mark Zuckerberg's projection of potentially reaching one billion users, Meta CFO Susan Li indicated Threads won't meaningfully impact 2025 revenue.
Netflix is intensifying its competition with YouTube for creator talent and content, transforming viral YouTube shows into bigger-budget streaming productions. The streaming giant has successfully adapted YouTube hits like The Sidemen's reality series "Inside" and dating show "Pop The Balloon" for its platform, with Netflix unscripted chief Jeff Gaspin leading the charge.
Netflix Co-CEO Ted Sarandos views YouTube as a "farm league" where creators develop content at their own risk, while Netflix offers upfront funding for "more ambitious efforts." The strategy mirrors MrBeast's $250 million "Beast Games" deal with Amazon, where YouTube creators scale up their content with major streaming budgets.
Results have been mixed. "Inside" performed comparably on both platforms, while "Pop The Balloon Live" underperformed with only 1 million hours viewed. Gaspin acknowledges Netflix should focus on using the "essence" of YouTube concepts rather than direct translations, creating longer-form content that works better for streaming audiences.
Spanish-speaking creator services company 2btube, founded in 2014, is targeting the 600 million Spanish-speaking digital audience across multiple countries with comprehensive creator economy solutions. CEO Fabienne Fourquet reports the company manages 700 channels averaging 500,000 subscribers each, generating 4.5 billion monthly views through partnerships with YouTube, Meta, TikTok, Spotify, Pinterest, and Snapchat.
The Madrid-based company with offices in Miami, Mexico City, and Quito has evolved from a Multi-Channel Network into a full-service provider offering technical support, content protection, brand partnerships, and financial services. Their 2bpay app addresses creator cash flow issues by providing advances against future earnings, helping creators fund larger projects while waiting for platform payments.
Beyond creator services, 2btube operates branded content campaigns for major clients, owns EnchufeTV (28 million YouTube subscribers), and runs Knot, a sports content joint venture serving 80% of Spanish football clubs. The company is preparing to launch a U.S. "Spanglish" version of EnchufeTV targeting the Latinx market while integrating more AI technology for content optimization.
Social media platforms TikTok and Instagram are developing TV apps to compete with YouTube's dominance in connected television, following reports that both companies are creating applications to extend their reach beyond mobile devices. YouTube has captured 12.5% of total TV usage according to Nielsen data, surpassing Disney (10.7%) and Netflix (7.5%) for four consecutive months.
The transition presents significant challenges. Vertical video formats that define TikTok and Instagram don't translate well to horizontal TV screens. Previous attempts by Facebook Watch and IGTV failed despite substantial investment. However, EMARKETER analysts note that audiences have become accustomed to watching vertical content on TV screens through platforms like YouTube Shorts.
Meanwhile, streaming services are partnering with social media creators, exemplified by MrBeast's "Beast Games" on Amazon Prime Video and Ms. Rachel's content licensing to Netflix. This convergence is affecting advertising strategies, with marketers creating more polished, premium content that works across both social and streaming environments.
FLORA, a new AI-powered creative tool, is gaining traction among professional designers and content creators after launching publicly in February 2025. Founded by former Menlo Ventures analyst Weber Wong, the platform addresses a key workflow bottleneck: the time-consuming gap between creative ideation and execution.
Unlike traditional prompt-based AI tools, FLORA uses a node-based interface that connects text, image, and video generation on a single infinite canvas. This allows creative professionals to rapidly generate hundreds of concept variations and maintain relationships between different elements - similar to how design systems work in Figma.
The platform has quickly attracted users from high-profile agencies including Pentagram, Complex, and MSCHF, with MSCHF's founder becoming an angel investor. Designers use it to test dozens of typographic variations in minutes, while filmmakers create storyboards directly from scripts and animate them for scene previews.
Wong positions FLORA as a "creative tooling company, not an AI company," critiquing existing AI creative tools as being "built by non-creatives, for non-creatives." The company operates on a per-seat pricing model similar to Figma, with enterprise deals for larger organizations.
Influencer marketing platform Linqia has launched two new AI tools designed to accelerate campaign execution and deliver better results. Brief AI uses generative artificial intelligence to automatically transform campaign details into structured, creator-ready briefs that align with brand standards, while Conversation Analytics monitors social media conversations to identify audience sentiment, reaction themes, and purchase intent signals.
The company reports these workflow enhancements are enabling campaigns to launch 20% faster while achieving 1.8 times higher engagement rates. During beta testing with brands in consumer goods, retail, and pharmaceutical sectors, the platform demonstrated approximately 25% improvement in creator selection efficiency.
New research from the University of Arkansas reveals YouTube Shorts' algorithm systematically steers viewers away from political content toward entertainment videos. The study analyzed 685,842 videos and found that political content relevance drops to near-zero after the first recommendation, regardless of user engagement time. Entertainment content dominates recommendations across all scenarios, with the algorithm favoring high-engagement videos and positive emotional tones over complex or politically sensitive topics.
Amazon-owned Twitch is testing vertical video streams with select creators, marking its entry into the short-form video space dominated by TikTok, Instagram Reels, and YouTube Shorts. The alpha test, discovered by AppSensa through app code analysis, includes a vertical theater mode and toggle between classic horizontal and new vertical formats.
The move comes as Twitch faces pressure from declining viewership - down 6.9% year-over-year in Q1 2025 despite maintaining 58.9% market share in live streaming hours. Meanwhile, YouTube Gaming grew 25% in the same period.
Twitch's vertical push aligns with Gen Z consumption patterns, where 81% watch vertical videos weekly according to Toluna research. TikTok leads vertical consumption at 64%, followed by Instagram Reels at 55% and YouTube Shorts at 54%.
The platform is simultaneously introducing dual-format broadcasting, allowing streamers to broadcast in both horizontal and vertical simultaneously, plus 2K streaming for Partners and Affiliates. Amazon also launched Twitch Creator Sponsorships, providing brands templated campaign tools including channel skins and sponsored subscriptions.
Instagram is testing an "Auto Scroll" feature that automatically advances users through their main feed without manual interaction. Users can activate the feature by tapping the three-dot menu on posts, creating a hands-free browsing experience similar to TikTok and YouTube's existing capabilities.
The development represents Instagram's continued push to match competitor platforms' user engagement features. Creator economy consultant Lindsey Gamble first reported the limited rollout to select users.
For creators and brands, the auto-scroll function could potentially increase content views by removing navigation friction. The feature may particularly impact Gen Z engagement patterns, as Meta research shows 63% of this demographic actively curates their Instagram feeds for relevance.
The passive browsing mode mirrors how users already consume Instagram Reels content and could increase platform time spent. However, some observers note potential concerns about increased "doom-scrolling" behavior.
A new study reveals that 70% of young adults aged 16-24 are turning to social media platforms like TikTok, Instagram, and YouTube for career guidance, preferring them over traditional resources like teachers and guidance counselors. The research, which surveyed 2,820 young adults, found that over 40% believe current educational and employment resources fail to provide effective career guidance.
This shift is creating opportunities for career-focused content creators. Nav Karmacharya, a 23-year-old cybersecurity analyst, has built 14,000 TikTok followers in four months by posting day-in-the-life content and career advice. He receives hundreds of daily messages from job seekers seeking mentorship. Other creators like AdviceWithErin have reached 2.2 million Instagram followers, with content averaging hundreds of thousands of views.
Researchers emphasize this trend reflects institutional failures rather than just social media preference. Traditional mentorship and internship opportunities are inadequate, forcing young professionals to seek guidance through content creators who offer real-world industry insights. The study found that only 16% of parents encourage social media for career exploration, highlighting a generational disconnect.
Independent Australian media agency Yango has launched Yango Creator, a new division focused on end-to-end influencer marketing solutions for brands. The division will be led by Eb Yusuf, recently promoted to General Manager of Strategy, Culture & Insights, and integrates creator marketing directly within Yango's broader media planning framework.
Yango Creator offers comprehensive services including influencer strategy development, creator identification and vetting, content collaboration, campaign execution, performance measurement, and contract management. The company emphasizes what they call "blended content marketing," combining SEO methods with traditional social content approaches to improve algorithmic visibility.
The strategic positioning places creator marketing under the same measurement standards as traditional media investments, allowing for unified KPI tracking across all marketing channels. This integration approach differentiates Yango Creator from standalone influencer agencies by ensuring creator campaigns align with broader media strategies.
Yusuf positions the division as prioritizing authentic engagement that drives measurable business outcomes rather than vanity metrics. The launch reflects the growing maturation of influencer marketing, with agencies increasingly treating it as a core media channel requiring the same strategic rigor as traditional advertising. Yango Creator is now operational and seeking brand partnerships across Australia and internationally.
Registration Required
Substack Raises $100 Million, Betting on Subscriptions But Coming Around To Ads - The New York Times
Substack raised $100 million in new funding, valuing the newsletter platform at $1.1 billion — a 70 percent increase from its 2021 valuation of $650 million. The funding round was led by investors including Chernin Group, BOND, and Andreessen Horowitz, with participation from sports agent Rich Paul and fashion executive Jens Grede.
The company is shifting strategy from its original newsletter-focused model to building a social network through its app, which now has millions of users. Substack's app allows creators to chat with subscribers, host live video conversations, and share posts through its Notes feature. The platform maintains its core business model, taking a 10 percent cut from creator subscriptions.
Despite previously criticizing advertising, Substack now plans to expand into ad revenue. The company has generated over five million paid subscriptions across its creator base, positioning itself to compete more directly with platforms like YouTube rather than traditional email services.
A Netflix documentary "Bad Influence" has highlighted the financial and personal costs of the kid influencer economy through the story of Claire Smith, who earned up to $30,000 monthly on YouTube as part of popular creator Piper Rockelle's content squad. Ashley Smith, Claire's father, admits he was "ignorant about the world of kid influencers" when his 14-year-old daughter began filming three days weekly in Los Angeles under the direction of Rockelle's manager, Tiffany Smith.
The family's experience reveals critical gaps in parental understanding of creator economy mechanics and child protection. Despite Claire's significant earnings - unusual for middle-income families - the arrangement created what Ashley describes as "chaos" and an "unhealthy environment." The documentary reportedly shows abuse and questionable decision-making within the influencer operation.
After recognizing the toxicity, the family removed Claire from the program. Ashley now develops educational courses for parents about creator economy risks, emphasizing that any child could suddenly encounter viral fame or influencer opportunities. The case underscores growing concerns about child exploitation in digital content creation, where substantial revenue potential can mask harmful working conditions. With social media influence increasingly accessible to minors, the story highlights the urgent need for parental education about creator economy realities and child protection frameworks.
Dave Jorgenson, The Washington Post's viral TikTok creator with millions of followers, is leaving next month to launch his own video news company called Family Loser. The 34-year-old will base his venture on his personal YouTube channel Local News International, which combines Jon Stewart-style commentary with Anchorman-inspired absurdist humor.
Jorgenson joins two former Post colleagues, including former video director Micah Gelman, in testing whether journalist personal brands can succeed independently from major newsrooms. The Post's social accounts have over three million YouTube subscribers and 1.9 million TikTok followers, but Jorgenson's personal channel remains much smaller.
The new company will offer news commentary videos and consulting services for other video creators transitioning from traditional media. Jorgenson cited inconsistent vision at The Post under CEO Will Lewis as motivation for leaving, taking advantage of voluntary buyouts offered to staff.
His departure reflects the broader trend of news creators like Cleo Abram building independent audiences on platforms like YouTube and Substack, monetizing directly rather than through legacy media institutions.
A former TikTok employee's career trajectory offers insights into the platform's rapid growth and internal challenges. Sarah Teng joined TikTok as an intern in December 2020 during a hiring freeze, when the company could only hire interns due to Trump-era ban threats. She progressed from technical product specialist to global product marketing manager, working on ad products and launches like Video Insights.
Teng's experience highlights TikTok's aggressive expansion phase, complete with lavish employee perks including branded Allbirds shoes and extensive welcome packages. The company's New York office featured premium amenities and regular creator events, reflecting significant investment in employee experience and brand building.
However, structural instability emerged as a recurring theme. Teng describes annual reorganizations that dissolved teams and reassigned staff. Her move to a global team created operational challenges, including late-night meetings with China-based product managers due to time zone conflicts.
The March 2024 congressional hearings marked a turning point, prompting employees to seek alternative opportunities. Teng left in June 2024, before TikTok's brief January 2025 shutdown. Her story illustrates how political uncertainty and internal restructuring affected talent retention at the social media giant, despite the company's cultural appeal and rapid growth trajectory during its peak expansion period.
Joe Budden accidentally revealed his podcast empire generates over $20 million annually after posting Patreon traffic data showing $900,000 in June earnings alone. The former rapper's network averages $1.04 million monthly from 70,000 Patreon subscribers paying $5 to $50 per month, making him the platform's top earner with projected $12 million subscription revenue this year.
Budden operates independently after rejecting a $44 million two-year deal that would have required removing content from YouTube. His network employs over 30 contractors, with co-host salaries exceeding $1.5 million annually. The company sells its own advertising rather than splitting revenue with major networks, maintaining control over sponsorship saturation.
Budden's disclosure aims to demonstrate creator independence viability as platforms like Patreon and Substack compete aggressively for talent. Patreon creators collectively earned $472 million in 2024, up 35 percent year-over-year, while taking roughly 10 percent commission. The transparency reflects growing creator leverage in negotiating equity stakes and maintaining intellectual property control over traditional network deals.
Video podcasting is creating significant employment opportunities across Hollywood and the creator economy as audiences increasingly prefer watching shows over just listening. YouTube reports over 1 billion monthly podcast listeners, with viewers watching 400+ million hours monthly on TVs, making it the top podcast consumption platform.
This shift is generating jobs beyond hosting. Companies like Podglomerate are hiring motion graphics editors, animators, scriptwriters, and composers. Traditional TV and film professionals are transitioning into podcasting as their industries contract. Service firms helping creators adapt audio shows for video are expanding rapidly.
Revenue potential is substantial. Video podcast advertising could tap into the $108 billion digital video ad market versus just $2.5 billion in audio podcast advertising. Creator Science founder Jay Clouse tripled his podcast revenue to $60,000 in 2024 after adding video.
However, barriers to entry have increased significantly. Full video productions can cost up to $10,000 per shoot compared to audio-only shows made with just a phone. Success requires optimizing for YouTube's algorithm, managing negative comments, and meeting visual presentation standards that didn't exist in traditional podcasting.
Video podcasts now dominate the medium, with shows like "The Joe Rogan Experience" and "Lex Fridman Podcast" regularly running three to five hours and drawing hundreds of thousands of YouTube views. Nearly three-quarters of podcast consumers now watch video versions, according to Cumulus Media research, though many minimize screens or multitask while listening.
YouTube reports over one billion monthly podcast viewers, fundamentally changing how creators monetize content. Many advertising deals now require video components, pushing podcasters toward visual platforms and away from traditional audio-only distribution. This shift has eliminated barriers between podcasting and social media, with clips seamlessly flowing across TikTok, Instagram, and YouTube's recommendation algorithm.
The transformation poses challenges for traditional narrative podcasters who lack video production resources. Audacy recently shuttered Pineapple Street Studios, known for in-depth audio shows, while creators like Adam Friedland leverage YouTube's reach to build mainstream audiences. Despite video's growth, fifty-eight percent of listeners still consume audio-only content, suggesting the medium accommodates both formats while expanding its overall creator economy potential.
Social Media Giants Target Connected TV As Boundaries Blur