In a recent shake-up of its monetization strategy, Twitch is adjusting how streamers make their money, some might say not all for the better. Here's what's going down. First off, Twitch has scrapped the $100,000 cap on the 70/30 revenue split for its most successful creators—this means streamers now get to keep a greater portion of their subscription earnings without hitting a ceiling. Twitch believes this will remove the disincentive and keep their top talent from venturing outside the platform for income.
Next up, we're seeing changes to the Partner Plus program, soon to become the Plus Program, which not only broadens its tiers but also is now open to affiliates. The program introduces a 60/40 revenue split tier, and from May, subscription tiers will be assigned points which will determine a creator's qualification for these profit-sharing levels.
But here's the part that's ruffling some feathers: starting June third, Twitch Prime Gaming subscriptions—which are linked to Amazon Prime and give a free subscription for Twitch users to support their favorite creators—will see a payment adjustment. This change essentially amounts to a small pay cut for streamers, as they will now receive a fixed rate for these subs that's lower than before, varying by country. In the US, for instance, creators will get $2.25 per subscription instead of $2.50. Although streamers aren't thrilled, Twitch is arguing this difference is under 5 percent in most countries, and they're hoping the expansion and adjustments to their partner programs will help balance things out.
Clancy, Twitch's CEO, is emphasizing these moves as critical to creating a maintainable future for the platform, which has been facing financial woes, including layoffs and executive departures. In the end, Twitch is betting on these changes to keep their ecosystem robust and appealing for creators and viewers alike.
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Hey there, here's a snippet of news from the outdoor lifestyle world: Solo Stove, a company known for their smokeless fire pits, is hitting the refresh button on their marketing strategy by introducing two new brand ambassadors. This move comes after their previous campaign with none other than Snoop Dogg didn't quite ignite sales as hoped, despite creating a big buzz online.
Let's meet the new faces of Solo Stove: Ann Kim, the celebrated chef with a James Beard Award under her belt, and Zachary Fowler, the rugged outdoorsman who won the History Channel's survival show "Alone." They're both joining Solo Stove's efforts to showcase their passion for fire, cooking, and creating unforgettable outdoor experiences.
Chef Ann Kim will be bringing her culinary talents to promote Solo Stove's Pi Pizza Oven, no doubt drawing on her expertise in wood-fired dishes. On the other side, Zachary Fowler, with a YouTube channel boasting 1.5 million subscribers, will bring his survival skills to the forefront, promoting Solo Stove's fire pits and grill accessories. It seems like Solo Stove is opting for ambassadors who embody the outdoor lifestyle that their products cater to, aiming for authenticity and a love for the great outdoors to rekindle consumer interest.
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Halara, an athleisure brand that's exploding on TikTok, has got the internet buzzing with its savvy marketing strategies. You might know them from that charming video of influencer couple Meg and Jack which bagged nearly two million views. Since its launch in 2020 by Joyce Zhang, Halara has been riding the viral wave, and Gabby Hirata, the global brand president, credits organic content with playing a huge role in their success.
What's their secret sauce? Partnering up with content creators who get goodies in exchange for candid reviews, and affiliates who pocket a neat 5% to 20% commission for directing traffic to Halara's site. They don't just stick to established influencers either – Halara's teamed up with thousands of creators worldwide, big and small.
And that's not all. They're tapping into the college scene too. Imagine walking through campus and stumbling across a Halara booth, thanks to their ambassador program. This outreach has seen over 20 events at universities like Texas A&M and UC Berkeley. If you want in, all you need is the gusto to hold offline events and the will to whip up product reviews, and you could be looking at a nice discount on their merchandise and some commission.
Looking ahead, Halara's eyeing more athletes for their ambassador lineup. After showing off at the Albany Pickleball Tournament, they're set on sports that pack a bit of pizzazz. Keep your eyes peeled for Halara, they've got plans for pop-ups in New York and who knows where next, as they continue to blend fashion, sports, and marketing into one viral sensation.
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In the ever-evolving world of social media, marketers are facing constant shifts as platforms adjust algorithms and user interfaces to match the latest engagement patterns. Facebook, though it's faced criticism, remains a marketers’ giant, emphasizing messaging, Reels, and AI tools for ads. For 2024, tapping into Facebook's messaging can unlock significant growth potential. Reels, given their daily volume of plays, and Meta’s interest in AI suggests a strong focus on short-form video content and tech-savvy advertising strategies.
Moving to Instagram, it's crucial for marketing efforts to align with the push for Reels, inbox Notes, and perhaps Threads, as Instagram targets younger audiences and looks toward future development. On the unpredictable front, Elon Musk’s X encourages marketers to invest in Premium subscriptions, explore the less crowded ad space, and take advantage of the platform's 'video first' approach.
TikTok, while experiencing a slow in momentum, is driving energy into in-stream sales, live-streaming, and creator partnerships. Marketers should note the potential of featured products and consider the power of live streams and collaborations in their strategies.
LinkedIn has captured some of X's business audience, presenting opportunities through newsletters, collaborative articles, and a likely increase in discoverability for video and event content, suggesting a strong channel for B2B marketers.
Snapchat continues to engage youth, being at the forefront of AR development and creator collaborations, making it a critical platform for brands targeting younger consumers.
Lastly, Pinterest's steady performance and near 500 million shopping-focused users can't be overlooked, especially for retailers. Improved catalog ingestion, fresh ad types, and creative options such as Showcase and Quiz ads, and the Shuffles app integrations indicate a focus on enhanced discovery and presentation.
In conclusion, keeping pace with social media changes is not just a necessity but a strategic advantage for marketers. By understanding and leveraging the unique offerings of each platform, from messaging and AI to Reels and augmented reality, brands can position themselves effectively in the dynamic digital marketplace of 2024.
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The social media app BeReal, known for emphasizing authenticity by capturing unfiltered everyday moments, is trying to revive user interest with a brand new update. The platform is introducing "RealPeople," a special feed where celebrities like actors, athletes, and musicians can share candid, behind-the-scenes glimpses of their lives. Alongside this, "RealBrands" will feature official brand accounts, offering promotions and deals right within the app.
BeReal had earlier tested the waters with RealPeople, aiming to attract users by showcasing the less glamorous and more real side of famous personalities. Users will have the ability to become a "RealFan," engaging with these notable figures and even getting a chance to be noticed by them through tags and potential re-shares of their own BeReal posts.
While this marks a departure from BeReal's original concept — focusing simply on real-time updates among friends — it's a move that could intrigue users eager to peek into the lives of their favorite stars. There's also speculation about the possibility of a subscription model tied to the RealFan status, although it's not yet part of the current update.
BeReal is encouraging celebrities and brands to sign up for these new content streams, possibly creating a fresh growth avenue and providing marketing opportunities for early adopters. Despite the perception that the app's growth has stalled, BeReal reports an increase in daily active users — now at 23 million, which is up from previous counts.
While it's debatable whether these efforts will significantly elevate BeReal's relevance in the competitive social media space, it's certainly a development that might influence user engagement and attract additional interest from celebrities, brands, and marketers alike. Keep an eye on this to see which celebrities join in and whether their presence can indeed reignite BeReal's spark.