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TOGETHER WITH |
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It's Thursday and a new Broadway show explores the dark side of one of most controversial job titles in the creator economy: content moderator. |
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Today's News |
YouTube gives creators the ability to respond to Shorts with videos Is Snapchat good for users' mental health? Roblox joins forces with Shopify An influencer marketing firm acquires Bounty Marques Brownlee wins a frisbee world title
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ADD YOURS |
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YouTube creators can now respond to trending Shorts with their own videos |
The feature: YouTube is bringing "Add Yours" stickers to the masses. The platform has expanded access to the feature—which lets users post their own videos in response to trending Shorts—after initially testing it out with "a small number of Shorts creators around the world." |
How it works: The process behind Add Yours collabs is pretty straightforward. The original creator applies an Add Yours sticker to their video and labels it with a prompt like "what's your OOTD?," which viewers can then tap to reply with their own video or see existing responses. |
That mechanism will be familiar to Instagram users, since the Meta-owned platform launched a nearly identical feature in 2023. With the release of Add Yours, however, YouTube likely seeks to replicate the success of a different competitor's take on collabs: TikTok's split-screen Duets. |
The context: YouTube might be taking inspiration from TikTok this time around, but that doesn't mean the platform hasn't experienced its own share of success with video responses. Replies to top-performing content were once an essential element of YouTube culture, although the platform has long since disabled responses for long-form videos. |
Fast forward to 2024, an the wide rollout of Add Yours stickers seems to indicate a resurrected demand for collaborative content creation. Will the return of long-form video replies be next? |
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🔆 SPONSORED 🔆 |
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Put your game face on: Create highlights from the latest action before anyone else |
ClipAnything is here. After months of development, OpusClip has unveiled its most revolutionary video editing tool yet—one that can turn footage of any kind into Shorts, TikToks, and even long-form YouTube videos. |
One of the biggest winners of this new tech? Athlete and sports commentary creators. Let's turn full games into short-form sports highlights: |
1. Choose your prompt
The AI tech behind ClipAnything is designed to give creators full control over short-form video creation. Simply describe the scene or compilation you want to create (i.e. "Compile all of Kevin Durant's points during the first quarter") to generate viral highlights—it's as easy as that. |
2. Spotlight your favorite athletes
ClipAnything can identify famous athletes, emotional reactions, sports plays, and more. Ask the AI to clip "the moment Cristiano Ronaldo cries," find the part where "the referee runs onto the court," or simply compile "the most exciting parts of the game." |
3. Create viral clips for free
New and existing OpusClip subscribers can take ClipAnything for a spin right now—and since OpusClip is offering Tubefilter readers 30 days of free access, creating your first clips won't cost a cent. |
Start winning with ClipAnything → |
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HEADLINES IN BRIEF 📰 |
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SHOPPING SPREE |
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Roblox is teaming up with Shopify to sell IRL merch |
The integration: Roblox already makes billions every year selling virtual items like avatar skins. Now, the metaverse platform is breaking into IRL merch by teaming up with its first ecommerce integration partner: Shopify. |
Thanks to that partnership, users will soon be able to click a "Buy Now" button on in-game objects to purchase a physical version of the item through a digital storefront. That process will involve the exchange of real money and the delivery of an IRL object to the user's door. |
"Our vision for the Roblox economy is that it will ultimately model the physical world, with the ability to go above and beyond by overcoming physical limitations." | | | | Stephanie Latham, Roblox VP of Global Brand Partnerships and Advertising (via Modern Retail) |
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The vision: The ultimate goal of Roblox and Shopify's integration is to recognize and capitalize on user preferences while recreating the "social experience of visiting a mall with friends" (per Latham). In other words, Latham says, users will be able to shop "while already immersed in environments tied to their interests"—meaning a player might see car posters while competing in driving simulators, or new clothes while participating in a fashion contest.
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The Context: Roblox had already built up a user-friendly digital infrastructure by the time companies like Meta broke into the metaverse. While those rivals have largely abandoned their world-building aspirations, Roblox has inched closer to doing what competitors couldn't: monetizing the metaverse. In addition to its Shopify integration (which will begin as a pilot before rolling out in early 2025), Roblox previously partnered with Walmart and E.l.f. Cosmetics to peddle real items through digital storefronts items, and teamed up with Warner Bros. and Fandango to sell tickets to Beetlejuice, Beetlejuice. |
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JOINING FORCES |
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Gen.video just acquired the social media marketing app Bounty |
The acquisition: Bounty is switching hands. The social media marketing app has been acquired by gen.video, an influencer marketing firm that has worked alongside brands like HP and Nike on creator-driven solutions. |
Bounty's community of UGC creators will be a valuable asset for gen.video partners, especially those seeking rising talent. The three-year-old app caters to small creators by allowing users to purchase items from partner brands and receive payouts based on the viewership of videos they create featuring those products. |
"With Bounty, we'll be able to provide access to more creators and expand the ways brands incentivize and compensate them for the content they make." | | | | Jessica Thorpe, gen.video CEO |
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The plan: Bounty isn't the only resource gen.video plans to offer its brand partners. The company is also launching a platform called partnrUP, which it describes as "your go-to creator content platform." In a statement, gen.video CEO Jessica Thorpe said that partnrUP will make creator marketing "more accessible" through mobile-friendly design, ecommerce integrations, and AI-driven features. |
The context: Gen.video's acquisition of Bounty is the latest of several major transactions in the influencer marketing space. Publicis recently paid $500 million to acquire influencer marketing company Influential, while the creator division of Wasserman got a boost through the acquisition of Long Haul Management. |
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WATCH THIS 📺 |
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Marques Brownlee just won a frisbee world title |
The victory: Marques Brownlee might be one of YouTube's top tech reviewers, but his talents don't end at content creation. The STEM-savvy YouTuber recently took a break from his MKBHD channel to help Team USA claim victory at the 2024 World Ultimate Championship (aka the Super Bowl of the frisbee world). |
Brownlee's turn on the international frisbee stage was well worth a temporary hiatus from YouTube—but the creator didn't leave his 19.4 million subscribers waiting long. A viral iPhone 16 review hit the MKBHD channel just two days after its host scored the winning point in the World Ultimate Championship final. The result: Brownlee capped off his award-winning week with 7.5 million views. |
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