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Both Meta and TikTok are launching new initiatives to attract top creators and pair them with affiliate marketing opportunities as well as help them connect with brands within their respective apps. How are they doing it?
Meta
Meta launched a new video series that aims to help influencers and content creators navigate the Facebook app, giving tips and tracks as well as addressing myths and misconceptions about business opportunities in the social media platform. The new video series also educates creators not only on how they can post, but how they can optimize their approach, and ultimately make money, via the ‘creator economy.‘
The series will provide valuable information from creators who have had firsthand experience with achieving success on Facebook.
“In the first reel of this series, Shaniece Brown, aka ’NeeNee On YoTV’, shares how using Facebook’s Professional Mode has been helpful to her creator journey, growing her audience to over 285K followers, and how it can be helpful for other creators looking to grow their presence,” Meta stated.
As TikTok becomes more and more lucrative for creators and influencers, Facebook is pushing to lure creators to bring their content to their platform and stay there, so the new video series is just the beginning. We can expect Meta to launch many more creator-targeted initiatives to improve the creator’s experience on Facebook. Instagram even launched a new prompt to help brands source relevant UGC in the app at the same time. This will help influencers get discovered by brands quicker when tagging them in a post, providing another income stream for creators.
TikTok
The initiative provides an additional way for brands to get better, native TikTok content, while also providing another monetization pathway for top stars in the app.
As for TikTok, the platform is looking to maintain its status as the favorite platform for creators by consistently launching initiatives to improve the creator’s experience on the platform. The most recent one is a new program where the platform is working with a select group of creators to develop a new feature that enables creators to post videos based on brand debriefs, connecting brands to influencer content.
“According to one TikToker who’s part of the Creative Challenge beta program, creators are making up to $34,000 a month by producing UGC for brands like Uber Eats, Zynga, Alibaba and TikTok. In fact, “creators are buying houses with the amount of money they’re making from UGC,” the TikToker told me.” Haberman stated.
TikTok has been receiving mixed reviews on its Creator Funding programs thus far. Therefore, facilitating brand deals is likely the best way forward for TikTok to ensure creators get paid, in order to keep them posting.
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