April 22, 2024 • 11 mins
Welcome to another episode of Creator Daily - I'm your host Michael, covering the top news stories, latest strategies, and emerging trends in the overall creator landscape. Today we're diving into the House's latest move to pass a 'TikTok ban', now heading to the Senate. We'll also talk about the Twitter alternative, Post News, announcing its shutdown. X is shaking things up with a new, AI-driven ad set-up to simplify marketing. Walmart+ is getting creative, bringing in celebrity moms to tackle TikTok questions for Mother’s Day. And we'll give a quick look at Search Engine Journal's list of the Top 30 Social Media Influencers around the globe. Stay tuned for all this on Creator Daily.
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Episode Transcript
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(00:04):
Welcome to another episode of Creator Daily. I'm your host Michael, covering the
top news story's, latest strategies andemerging trends in the overall creator landscape.
Today we're diving into the House's latestmove to pass a TikTok ban, now
heading to the Senate. We'll alsotalk about the Twitter alternative post News announcing
it shutdown. X is shaking thingsup with a new AI driven ad setup
(00:26):
to simplify marketing, Walmart Plus isgetting creative, bringing in celebrity moms to
tackle TikTok questions for Mother's Day,and we'll give a quick look at Search
Engine Journal's list of the top thirtysocial media influencers around the globe. Stay
tuned for all this on Creator Daily. The ongoing saga around TikTok's presence in
(00:50):
the US took a turn as theHouse once again passed a bill that could
lead to the apps ban. Thisisn't the first time we've seen this kind
of legislation, but what's different nownow is its inclusion in a package of
foreign aid bills. Not only doesthis bundle military aid to Ukraine in Israel
and humanitarian aid to Gaza, butit also puts pressure on the Senate to
(01:11):
act quickly given the urgent nature ofthe other fund provisions. The bill gained
significant support, passing with a voteof three hundred and sixty fifty eight,
improving on the numbers from just lastmonth's standalone bill. The tweaked version allows
for a more generous timeline for TikTok'sparent company, Byte Dance, to divest
the app. They're looking at aninitial nine month period, with the possibility
(01:36):
of a three month extension at thePresident's discretion. Ripples of the legislative process
were felt during debates as representatives likeNew York's Gregory Meeks backed the updated package,
highlighting the more realistic time frame forsuch a complex process. Meanwhile,
reper Joaquin Castro didn't directly comment onthe TikTok situation, but did discuss the
(01:57):
broader implications of technology like life TikTokand revealing the impacts of armed conflict and
policy decisions. Repor rajah Krishna Morphyadded that the focus of the bill is
not entirely TikTok itself, but moreabout its ownership by Byte Dance, which
is believed to be under the controlof the Chinese Communist Party, a claim
TikTok has denied. Even with theHouse's green light, the Senate's recess for
(02:22):
passover might delay further action, Althoughsenators could be called back for an early
vote, logistical challenges may arise.As it stands, President Biden has signaled
he's ready to sign the TikTok legislationinto law if it manages to navigate the
legislative labyrinth successfully. So now alleyes are on the Senate and whether this
(02:43):
clever packaging strategy will expedite TikTok's divestor ban fate. It looks like Postnews,
which had positioned itself as a Twitteralternative following Elon Musk's takeover, is
calling it quits. Gnome Barden,the platforms found and former CEO of Ways,
has candidly pointed out that Postnews isn'tgrowing at a pace that's sustainable for
(03:06):
it to become a viable business orinfluential platform. Despite only launching enclosed beta
in November twenty twenty two and goingpublic early twenty twenty three with over four
hundred thousand sign ups, they're planningto shut down in the next few weeks.
The platform was backed by Andresen Horowitz, and attempted to shake things up
by offering ad free access to storiesfrom major publishers like Fortune and Wired,
(03:31):
asking users to pay just a fewcents per article instead of full subscription fees.
The idea was to build a communityfree from toxicity, an engagement spot
for publishers, and a test bedfor micropayments and user willingness to pay for
individual pieces, But the costs ofrunning things have outstripped the activity they've seen.
(03:51):
For those who've used Postnews, thesilver lining is you'll be able to
download your posts starting next week,and you've got until the end of May
to withdraw any resing cash balance.While Postnews might be packing up, it's
not the end of the road forTwitter alternatives. Platforms like Mastodon and blue
Sky are still in the race,functioning within a federated system, which means
(04:12):
they can share content across different socialplatforms. So while it's a bit of
a downer for Postnews, the searchfor a compelling social media alternative continues,
with decentralized platforms still holding their groundin the digital space. The social media
platform X formerly known as Twitter,has rolled out a new, more streamlined
(04:34):
set up for its advertising system.This update aims to simplify the process for
creating and launching ad campaigns using AIpowered targeting tools. Advertisers now just need
to select a conversion event like apurchase, set a daily ad budget,
and input demographic information such as gender, age, and location. X's algorithms
(04:56):
then kick in TOO optimized targeting,potentially reaching users beyond the specified audience to
improve return on investment. During betatesting, this AI optimized targeting led to
a noteworthy increase in click through ratesand conversion rates, with about ninety two
percent of advertisers observing better outcomes andchoosing to keep the feature enabled. X
has been making significant investments in AI, not only for its advertising but also
(05:19):
for its chatbot Grock. However,despite these improvements, the social media giants
still faces challenges due to the controversialpublic statements from its owner Elon Musk,
which have made some advertisers cautious.Furthermore, the platform's relaxed stance on moderating
content has led to concerns about adsappearing next to offensive material. Nevertheless,
(05:43):
these AI centric updates could attract advertiserswilling to invest in X's ad platform,
which also includes a new feature thatoffers a cost estimate for campaigns. Walmart
Plus is celebrating Mother's Day with acreative flare. They've called upon a host
of celebrity moms such as Paris Hilton, Whitney Cummings, Tia Maori, and
(06:03):
a few others to offer some candidadvice in response to questions posed by fans
on TikTok. This campaign, dubbedMom's Answer Moms, allows real life moms
to get some real talk from theserenowned personalities while they navigate the joys and
trials of motherhood. This new initiativeisn't just about advice sharing. It's also
(06:24):
a subtle nudge towards the perks ofa Walmart Plus membership. Expect to hear
how the subscription can help make amom's life easier with benefits like free shipping,
fuel savings, and even video streamingthrough Paramount Plus. They purposely chose
mothers with a diverse range of experiences, from having newborns to grown children,
seeking to tap into a wide audienceof mothers looking for a community of support.
(06:47):
Walmart's strategic use of TikTok for thiscampaign ties into the platform's wide demographic
reach, which includes a significant portionof millennial parents. The company foray into
TikTok is far from a one off. They've been actively testing the waters with
shoppable live streams and other initiatives,and while the future of TikTok in the
(07:10):
US remains uncertain for now, Walmart'smessage is clear they're adaptable and prepared to
evolve their strategies with the changing digitallandscape. Are you curious about who's crushing
it in the social media world,Well, here's the scoop on the top
dogs of digital influence across platforms likeYouTube, Instagram, TikTok, and x
(07:31):
These are the people who've mastered theart of online presence and have followers in
the millions and sometimes hundreds of millions. So how do we figure out who's
really at the top? By tallyingup followers and subscribers from all these big
platforms, a leaderboard of sorts hasbeen created for the top thirty social media
influencers around the globe. These influencerscome in different flavors. We've got nano
(07:57):
influencers with follower counts between a thousandto ten thousand, effective for super specific
campaigns. Then there are micro influencersin the ten to one hundred thousand range,
balancing relatability and reach. Macro influencerswith followers from one hundred thousand to
a million enjoy broad appeal, andfinally, we have celebrity influencers boasting over
(08:18):
a million followers, big guns forgrand scale brand awareness. Among the platforms,
YouTube stands tall with two and ahalf billion monthly active users, closely
followed by Instagram with two billion.TikTok's not too far behind, and then
there's X. Although having the least, x's text driven, concise content approach
still pulls a significant crowd. Andspeaking of cross platform mastery, many influencers
(08:41):
now tactfully repurpose their content for variousplatforms. For instance, TikTok videos often
migrate over to Instagram reels, creatinga win win situation for their audience base
and influence. Now, drum rollplease for the krem de la creme of
the social media influencer world. Atthe top sits none other than soccer sensation
(09:03):
Cristiano Ronaldo with an astonishing seven hundredthirty two million followers. Music and screenstar
Selena Gomez comes in next, followedby the pint sized powerhouse with the ponytail
Ariana Grand The influencers from the Kardashianand Jenner families make a hefty mark,
and so does mister Beast, thecontent creator King. It's important to note
(09:24):
that many of the global influencers onsocial media platforms like Instagram and TikTok were
celebrities long before the digital age.Some, however, are gen z influencers
who have grown up with social media, like Charlie Demilio, who's taken TikTok
by storm. So what does allthis mean for your brand? With the
world spending billions of hours on socialmedia daily, the potential for brands to
(09:48):
harness the power of these influencers ismassive. Brands can team up with influencers
for authentic endorsements, reaching their dedicatedaudiences and potentially converting fan into customers.
Remember, the bigger the influencer,the heftier the price tag for partnerships.
Choose influencers relevant to your brand nicheto maintain authenticity and smooth brand influencer alignment.
(10:13):
In summary, social media influencers arenot just changing the game, they
practically are the game now in marketing. With their astronomical follower counts. These
individuals have the power to make orbreak trends and even introduce your brand to
whole new audiences. And that's what'sbuzzing in the world of social media influence.
(10:33):
That's a wrap on today's episode ofCreator Daily. I'm your host Michael,
and I want to thank you fortuning in and joining the conversation.
We covered a ton today and there'splenty more to dive into. Don't forget
to check the show notes for allthe links and additional information we talked about.
If you've got questions, comments,or just want to share your own
insights, we'd absolutely love to hearfrom you. Drop us a line at
(10:58):
Creator Daily at podcrafter D, We'realways on the lookout for what you creators
out there are doing, thinking,and how you're changing the game. Remember,
whether you're a season pro or juststarting out on your creative journey,
this community is here for you.Keep innovating, keep creating, and most
importantly, stay connected. Until nexttime, keep pushing the envelope and we'll
(11:18):
be right here waiting to talk aboutit. I'm Michael signing off. Catch
you on the next episode of CreatorDaily.
Welcome to another episode of Creator Daily. I'm your host Michael, covering the
top news story's, latest strategies andemerging trends in the overall creator landscape.
Today we're diving into the House's latestmove to pass a TikTok ban, now
heading to the Senate. We'll alsotalk about the Twitter alternative post News announcing
it shutdown. X is shaking thingsup with a new AI driven ad setup
(00:26):
to simplify marketing, Walmart Plus isgetting creative, bringing in celebrity moms to
tackle TikTok questions for Mother's Day,and we'll give a quick look at Search
Engine Journal's list of the top thirtysocial media influencers around the globe. Stay
tuned for all this on Creator Daily. The ongoing saga around TikTok's presence in
(00:50):
the US took a turn as theHouse once again passed a bill that could
lead to the apps ban. Thisisn't the first time we've seen this kind
of legislation, but what's different nownow is its inclusion in a package of
foreign aid bills. Not only doesthis bundle military aid to Ukraine in Israel
and humanitarian aid to Gaza, butit also puts pressure on the Senate to
(01:11):
act quickly given the urgent nature ofthe other fund provisions. The bill gained
significant support, passing with a voteof three hundred and sixty fifty eight,
improving on the numbers from just lastmonth's standalone bill. The tweaked version allows
for a more generous timeline for TikTok'sparent company, Byte Dance, to divest
the app. They're looking at aninitial nine month period, with the possibility
(01:36):
of a three month extension at thePresident's discretion. Ripples of the legislative process
were felt during debates as representatives likeNew York's Gregory Meeks backed the updated package,
highlighting the more realistic time frame forsuch a complex process. Meanwhile,
reper Joaquin Castro didn't directly comment onthe TikTok situation, but did discuss the
(01:57):
broader implications of technology like life TikTokand revealing the impacts of armed conflict and
policy decisions. Repor rajah Krishna Morphyadded that the focus of the bill is
not entirely TikTok itself, but moreabout its ownership by Byte Dance, which
is believed to be under the controlof the Chinese Communist Party, a claim
TikTok has denied. Even with theHouse's green light, the Senate's recess for
(02:22):
passover might delay further action, Althoughsenators could be called back for an early
vote, logistical challenges may arise.As it stands, President Biden has signaled
he's ready to sign the TikTok legislationinto law if it manages to navigate the
legislative labyrinth successfully. So now alleyes are on the Senate and whether this
(02:43):
clever packaging strategy will expedite TikTok's divestor ban fate. It looks like Postnews,
which had positioned itself as a Twitteralternative following Elon Musk's takeover, is
calling it quits. Gnome Barden,the platforms found and former CEO of Ways,
has candidly pointed out that Postnews isn'tgrowing at a pace that's sustainable for
(03:06):
it to become a viable business orinfluential platform. Despite only launching enclosed beta
in November twenty twenty two and goingpublic early twenty twenty three with over four
hundred thousand sign ups, they're planningto shut down in the next few weeks.
The platform was backed by Andresen Horowitz, and attempted to shake things up
by offering ad free access to storiesfrom major publishers like Fortune and Wired,
(03:31):
asking users to pay just a fewcents per article instead of full subscription fees.
The idea was to build a communityfree from toxicity, an engagement spot
for publishers, and a test bedfor micropayments and user willingness to pay for
individual pieces, But the costs ofrunning things have outstripped the activity they've seen.
(03:51):
For those who've used Postnews, thesilver lining is you'll be able to
download your posts starting next week,and you've got until the end of May
to withdraw any resing cash balance.While Postnews might be packing up, it's
not the end of the road forTwitter alternatives. Platforms like Mastodon and blue
Sky are still in the race,functioning within a federated system, which means
(04:12):
they can share content across different socialplatforms. So while it's a bit of
a downer for Postnews, the searchfor a compelling social media alternative continues,
with decentralized platforms still holding their groundin the digital space. The social media
platform X formerly known as Twitter,has rolled out a new, more streamlined
(04:34):
set up for its advertising system.This update aims to simplify the process for
creating and launching ad campaigns using AIpowered targeting tools. Advertisers now just need
to select a conversion event like apurchase, set a daily ad budget,
and input demographic information such as gender, age, and location. X's algorithms
(04:56):
then kick in TOO optimized targeting,potentially reaching users beyond the specified audience to
improve return on investment. During betatesting, this AI optimized targeting led to
a noteworthy increase in click through ratesand conversion rates, with about ninety two
percent of advertisers observing better outcomes andchoosing to keep the feature enabled. X
has been making significant investments in AI, not only for its advertising but also
(05:19):
for its chatbot Grock. However,despite these improvements, the social media giants
still faces challenges due to the controversialpublic statements from its owner Elon Musk,
which have made some advertisers cautious.Furthermore, the platform's relaxed stance on moderating
content has led to concerns about adsappearing next to offensive material. Nevertheless,
(05:43):
these AI centric updates could attract advertiserswilling to invest in X's ad platform,
which also includes a new feature thatoffers a cost estimate for campaigns. Walmart
Plus is celebrating Mother's Day with acreative flare. They've called upon a host
of celebrity moms such as Paris Hilton, Whitney Cummings, Tia Maori, and
(06:03):
a few others to offer some candidadvice in response to questions posed by fans
on TikTok. This campaign, dubbedMom's Answer Moms, allows real life moms
to get some real talk from theserenowned personalities while they navigate the joys and
trials of motherhood. This new initiativeisn't just about advice sharing. It's also
(06:24):
a subtle nudge towards the perks ofa Walmart Plus membership. Expect to hear
how the subscription can help make amom's life easier with benefits like free shipping,
fuel savings, and even video streamingthrough Paramount Plus. They purposely chose
mothers with a diverse range of experiences, from having newborns to grown children,
seeking to tap into a wide audienceof mothers looking for a community of support.
(06:47):
Walmart's strategic use of TikTok for thiscampaign ties into the platform's wide demographic
reach, which includes a significant portionof millennial parents. The company foray into
TikTok is far from a one off. They've been actively testing the waters with
shoppable live streams and other initiatives,and while the future of TikTok in the
(07:10):
US remains uncertain for now, Walmart'smessage is clear they're adaptable and prepared to
evolve their strategies with the changing digitallandscape. Are you curious about who's crushing
it in the social media world,Well, here's the scoop on the top
dogs of digital influence across platforms likeYouTube, Instagram, TikTok, and x
(07:31):
These are the people who've mastered theart of online presence and have followers in
the millions and sometimes hundreds of millions. So how do we figure out who's
really at the top? By tallyingup followers and subscribers from all these big
platforms, a leaderboard of sorts hasbeen created for the top thirty social media
influencers around the globe. These influencerscome in different flavors. We've got nano
(07:57):
influencers with follower counts between a thousandto ten thousand, effective for super specific
campaigns. Then there are micro influencersin the ten to one hundred thousand range,
balancing relatability and reach. Macro influencerswith followers from one hundred thousand to
a million enjoy broad appeal, andfinally, we have celebrity influencers boasting over
(08:18):
a million followers, big guns forgrand scale brand awareness. Among the platforms,
YouTube stands tall with two and ahalf billion monthly active users, closely
followed by Instagram with two billion.TikTok's not too far behind, and then
there's X. Although having the least, x's text driven, concise content approach
still pulls a significant crowd. Andspeaking of cross platform mastery, many influencers
(08:41):
now tactfully repurpose their content for variousplatforms. For instance, TikTok videos often
migrate over to Instagram reels, creatinga win win situation for their audience base
and influence. Now, drum rollplease for the krem de la creme of
the social media influencer world. Atthe top sits none other than soccer sensation
(09:03):
Cristiano Ronaldo with an astonishing seven hundredthirty two million followers. Music and screenstar
Selena Gomez comes in next, followedby the pint sized powerhouse with the ponytail
Ariana Grand The influencers from the Kardashianand Jenner families make a hefty mark,
and so does mister Beast, thecontent creator King. It's important to note
(09:24):
that many of the global influencers onsocial media platforms like Instagram and TikTok were
celebrities long before the digital age.Some, however, are gen z influencers
who have grown up with social media, like Charlie Demilio, who's taken TikTok
by storm. So what does allthis mean for your brand? With the
world spending billions of hours on socialmedia daily, the potential for brands to
(09:48):
harness the power of these influencers ismassive. Brands can team up with influencers
for authentic endorsements, reaching their dedicatedaudiences and potentially converting fan into customers.
Remember, the bigger the influencer,the heftier the price tag for partnerships.
Choose influencers relevant to your brand nicheto maintain authenticity and smooth brand influencer alignment.
(10:13):
In summary, social media influencers arenot just changing the game, they
practically are the game now in marketing. With their astronomical follower counts. These
individuals have the power to make orbreak trends and even introduce your brand to
whole new audiences. And that's what'sbuzzing in the world of social media influence.
(10:33):
That's a wrap on today's episode ofCreator Daily. I'm your host Michael,
and I want to thank you fortuning in and joining the conversation.
We covered a ton today and there'splenty more to dive into. Don't forget
to check the show notes for allthe links and additional information we talked about.
If you've got questions, comments,or just want to share your own
insights, we'd absolutely love to hearfrom you. Drop us a line at
(10:58):
Creator Daily at podcrafter D, We'realways on the lookout for what you creators
out there are doing, thinking,and how you're changing the game. Remember,
whether you're a season pro or juststarting out on your creative journey,
this community is here for you.Keep innovating, keep creating, and most
importantly, stay connected. Until nexttime, keep pushing the envelope and we'll
(11:18):
be right here waiting to talk aboutit. I'm Michael signing off. Catch
you on the next episode of CreatorDaily.
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