I invented Post-Its
A social briefing
The Return of long form content- we keep seeing more signs of it, and with TikTok ending its creator fund to focus on a new monetization method, called The Creativity Program. This one that requires videos to be over a minute long and creators are compensated based on views & engagement. Instagram has, not surprisingly also been pushing the 10 min plus videos with monetization.
The return of long form, along with my next note regarding the freemium model really seems to point toward a future where creators and their channels operate similar to other streaming services.
I’d have to find some data on this, but I feel like more and more platforms are solely creator content, meaning that non creators (normies?) are truly acting more as spectators and not posting much of their own content at all-and as spectators they want, and deserve premium content.
I’m curious how brands are thinking about their long form video strategy & how they’re hiring for it.
The verified only feed- Instagram is testing a feed feature that only shows verified accounts, rewarding the brands & creators who have paid for it with valueable real estate on our feeds. Isn’t this sort of what Elon tried to do with the Twitter takeover? We saw it’s ugly side in the form of fake news and brand damage but surely there are positives here- Instagram says they are “exploring this as a new control for people and as a way for businesses and creators to get discovered.” Honestly, $11.99 a month seems way cheaper than running ads to get some extra eyeballs, especially in this testing period.
Dupe Culture- I know there are many takes on the rise of dupe culture- but I have a special spot in my heart for all of the influencers out there who have risen to the top based off of parody accounts of even more famous people. To me, this is my modern day SNL. A great example is Yuri Lamasbella , who is brilliant with her Kardashian impressions- it’s a win/win because characterization of polarizing people have an instant hook to engage people whether they love the celeb or not… and brands can capitalize off of this with a “celeb dupe” price tag. Kim Kardashian definitely saw the value in it with a Skims partnership with her.
And with that note, the dream collab of the week has to be Yuri Lamasbella and Post-its, which I have to believe SOMEONE has pitched at least once. Those who frequently watch her skits can only imagine the amount of post-its used to create this effect, and makes room for many other campaigns for alternative uses for Post-its.
Honestly, it’s been a while since the last iconic cultural moment for Post-its anyways.
Originally posted January 2023 via Alexandra Rabbitte
https://alexandrarabbitte.substack.com/publish/post/138683268