YouTube’s Miss Is TikTok’s Win

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TODAY’S EDITION

• TikTok adds custom thumbnail covers— something YouTube Shorts creators are begging for.

• TikTok expands Voice Search to more users, potentially benefiting creators and brands that share actionable content.

• YouTube introduces a new Chrome extension for the YouTube Shopping program to help creators find the best affiliate commission rates.

• YouTube streamlines the process for creators to save audio for their Shorts.

• Reddit partners with major sports leagues on premium video content and ad revenue sharing—what this may mean for creators in the future.

• LTK has become video-first with its newest features, including a TikTok-style feed.

NEWS, TRENDS & INSIGHTS

TikTok

TikTok Allows the Uploading of Custom Thumbnail Covers

TikTok has added support for custom thumbnail covers. Users can now upload an image from their camera roll for their videos during the publishing workflow via a new Upload option. Previously, users were limited to selecting a frame from their video.

Why It Matters: Custom thumbnails allow creators and brands to use visuals that best represent their videos and entice people to watch them. While thumbnails may not play a major role in the For You Page, they can be effective when users visit a creator's or brand's profile or search for content. The right thumbnail can attract viewers and encourage them to click and watch.

YouTube’s Miss Is TikTok’s Win: This update follows YouTube's recent announcement that it will allow creators to customize their thumbnails for Shorts, though not in the way they had hoped. Unlike TikTok’s new feature, which lets users upload custom thumbnails directly, YouTube’s solution falls short of meeting creators’ needs.

Although it's a small upgrade, it could influence creators' decisions on where to invest their time—whether in Shorts or TikTok. Despite YouTube’s assertion that thumbnails have minimal impact on Shorts content discovery, it would be better to meet the request of creators, especially since this feature would likely be a relatively light lift.

Will TikTok’s move prompt YouTube to give in? I think so, eventually.

TikTok Expands Access to Voice Search

TikTok has rolled out Voice Search to more users. Those with access can now tap a microphone icon in search, choose from over a dozen languages, and speak their query. TikTok will then convert the voice input into text and display related videos.

Why It Matters: As a go-to search engine for younger audiences like Gen Z, Voice Search enhances TikTok’s search capabilities by offering an alternative way for users to find and discover content. Voice search is especially convenient for those on the go or looking for quick answers and local content (e.g., the best restaurants in Boston).

Helping to Surface More Actionable Content: Voice searches are typically more conversational, which can lead users to seek out actionable content like how-tos and tutorials. In contrast, typed searches are often more direct. With TikTok’s focus on actionable content through longer videos and photo carousels, this search method can help users connect with this type of content more effectively—a benefit for creators and brands creating such content.

YouTube

YouTube Launches Chrome Extension for Shopping Program

YouTube has introduced a new Chrome extension for its Shopping Program. Once installed, creators can browse products on retailer websites through Chrome, view eligible commission products, compare commission rates, and find similar items with higher rates. They can save these products and later access them on YouTube to tag in their videos.

Why It Matters: This extension complements recent upgrades to YouTube’s affiliate program, such as Shopping Collections and the Affiliate Hub. It enables creators to maximize their earnings by identifying the best rates and streamlines the process of making their videos shoppable.

Slow Traction Compared to TikTok Shop: Despite these enhancements, YouTube’s affiliate initiatives have been slow to gain traction. Compared to TikTok, which is fully invested in TikTok Shop and aims to be a one-stop destination for commerce, YouTube’s efforts appear more focused on expanding how creators can earn beyond ad revenue sharing, fan funding, and brand partnerships.

That might not be a bad thing, either, for YouTube. Instagram’s foray into shoppable content pushed users away and led to the removal of the Shopping tab from the app. Similarly, TikTok’s continuous emphasis on Shop has faced backlash from users who appreciate discovering products but still want entertainment to remain at the core of their experience.

YouTube Allows Creators to Save Audio Directly From the Shorts Feed

YouTube has rolled out the ability for creators to save music directly from the Shorts feed. While watching Shorts, creators can now save the audio from the video and add it to a playlist. Previously, this functionality was only available from the audio pivot page.

Why It Matters: This update provides creators with an easier way to save audio they encounter while consuming content, allowing them to store inspirational audio for future use. By enabling creators to build up a library of audio tracks, YouTube helps facilitate more Shorts creation.

Music Features Keep Coming: This summer has been busy for social media platforms with music-related features, ranging from creators being able to combine several songs into their Reels to users being able to purchase tickets to concerts and festivals through TikTok videos.

Reddit

Reddit Announces New Partnerships with Major Sports Leagues

Reddit has announced new partnerships with the NFL, NBA, MLB, PGA TOUR, and NASCAR. These partnerships will bring video highlights, behind-the-scenes content, Ask Me Anything sessions, and exclusive content throughout the season, including major events like the Super Bowl and NBA All-Star Game.

Advertisers like Samsung, Ford, Volkswagen, and FanDuel will also have the opportunity to run ads on this content, and Reddit will share ad revenue with the sports leagues.

Why It Matters: This new partnership program continues Reddit’s effort to diversify its revenue streams and attract more brands to the platform since its IPO. As YouTube has demonstrated, ad revenue-sharing programs can be highly successful, which is why Reddit (along with LinkedIn) is exploring this space. With sports content being highly engaging and sticky for viewers, Reddit should be able to increase time spent on the app and bring in new ad dollars.

Potential Opportunities for Creators: While the initial focus is on sports, Reddit plans to expand the program into other verticals, such as entertainment and lifestyle. This expansion could eventually include opportunities for creators to join the program and share in ad revenue, similar to YouTube’s model, which could lead to creators uploading more videos to the platform.

LTK

LTK Unveils New Video Experiences

LTK has introduced two new features: Full-Screen Continuous Video and Daily Drops.

Full-Screen Continuous Video provides a vertical, full-screen feed showcasing creator videos with product recommendations at the bottom. Users can access this feed by tapping any video on a creator’s LTK page and choose to auto-scroll or manually swipe. Daily Drops highlights shoppable video content shared by creators within the past 24 hours, displayed at the top of the app.

According to LTK, shoppers are twice as likely to purchase from video posts, and video content can increase creators' earnings by up to 46%.

Why It Matters: Full-Screen Continuous Video introduces a TikTok-like experience to LTK, offering an immersive, full-screen video feed for product discovery. Daily Drops, akin to Stories, keeps users updated with the latest content from creators. Given the additions, putting out a steady stream of new content could be the path for creators who want to enhance their visibility and earnings.

Video-First It Is: These updates make LTK more video-centric, reflecting a broader trend across digital platforms—from social media apps to streaming services to e-commerce sites. As platforms become more similar, creators benefit by being able to repurpose content across channels more easily to reach new audiences and earn money.

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WHAT I’M READING

Publicis Bets $500 Million on Influencer Marketing With Acquisition of Influential (The Wall Street Journal)

Publicis Groupe is acquiring influencer marketing agency Influential for $500 million. This acquisition is part of a broader trend in the influencer marketing space, marked by increased merger and acquisition activity. A number of holding companies have acquired influencer marketing firms to broaden their service offerings, while influencer marketing companies are also acquiring creator and social media tools to expand their data sets.

7 Influencer marketing trends to watch in the second half of 2024 (Ad Age)

Ad Age’s Gillian Follett has interviewed over 20 influencer marketers to highlight key trends to watch for the rest of the year. Among the insights shared are the growing distinction between influencers and creators, LinkedIn emerging as a significant channel for influencer marketing, and the expansion of creators and their content beyond traditional social media feeds.

As influencer marketing grows, so do micro-influencer rates: ‘there have been 10-20% fee jumps year-over-year’ (Digiday)

Micro creators tend to be cost-effective partners for brands, but their rates have increased. What’s the reason? Greater pay transparency, increased content usage rights, additional requests beyond content creation, and the growing presence of talent representation. Micro creators are the bread and butter of influencer marketing, at least from my point of view. For brands and marketers working with them, it’s important to remember that follower count is only one factor in determining how much to pay a creator.

THANK YOU

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