Creators will soon be able to set up digital storefronts on Instagram. Facebook CEO Mark Zuckerberg made the announcement on Tuesday along with a slew of other monetization features. The company is trying to lure and keep influencers on its social media platforms amid stiff competition from the likes of TikTok and Twitter, which recently introduced a "tip jar."
"If you have an idea that you want to share with the world, you should be able to create it and get it out there easily and simply across Facebook and Instagram and then earn money for your work," CEO Mark Zuckerberg said. His keynote kicked off "creator week," a three-day virtual event Facebook and its subsidiary Instagram are hosting for influencers, "designed to help them build their careers and personal brand, support their wellbeing, and connect them with their peers," according to a company statement.
The digital storefront feature lets creators sell their own products, as well as link their accounts to Facebook's existing merchandise partners (Bravado/UMG, Fanjoy, Represent and Spring).
Influencers can also recommend products and earn a commission when their followers make a purchase. Those brands set a commission rate; in such cases users will see an "eligible for commission" label on creators' pages. The company said it will be testing this feature over the coming months.
Starting this week, creators will be also able to earn extra cash by attaining "badges" on Instagram and "stars" on Facebook, though the company didn't reveal specifics about how much they'd be paid. The idea is that creators will be rewarded for achieving certain milestones, such as broadcasting for a certain number of hours on Instagram Live.
The company has already used badges and stars as a form of tipping, but this new feature adds another layer of compensation.
Facebook has said it will begin taking a cut of creator compensation in 2023, though Zuckerberg noted that its share will be "less than the 30% that Apple and others take."
"I really believe that people are naturally creative and we want to share what we make with others. And a lot of times we want to turn that into a career," Zuckerberg said. "You just need access to the right tools, and that's what we hope to continue to build for all of you."
The new features will further embed ecommerce into the user monetization features of Facebook and Instagram, which already offer a degree of online shopping tools. It is part of a broader trend of social media companies competing to keep their users engaged by attracting content-makers.
TikTok is reportedly testing incorporating ecommerce, for instance, while Snapchat has launched a "creator marketplace" to match brands with augmented reality creators. Platforms are also increasingly offering other monetization options, including ad-revenue sharing and launching funds earmarked for creators.
Instagram head Adam Mosseri, who's led the Facebook subsidiary since he took over in 2018 when Instagram's founders left, also noted that the emphasis on helping creators make money on Instagram is part of a broader "shift in power from institutions to individuals."
He said it was in much the same vein as the rise of fans rooting for athletes rather than teams and the surge of journalists going it alone on platforms like Substack and Patreon rather than relying on publications.
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In the past year, Dodger Stadium has been used as a presidential polling site, cooling center, a massive COVID testing site and as one of the country's largest vaccination sites.
Now, it will finally be open Friday for its intended purpose. For the first time since 2019, fans will be welcomed through the stadium's turnstiles, though capacity is limited to around 15,000 people.
Those lucky enough to be in attendance will not only get to see the boys in blue in the flesh for the first time since they won the World Series last year, but they will also get to experience a stadium significantly updated for the digital era.
The improvements include a revamped $100 million centerfield plaza featuring food, entertainment and play areas for kids and a host of less-visible tech upgrades, including blazing-fast 5G wireless connectivity and an improved point-of-sale system allowing fans to order food and drinks without having to wait in line.
The enhancements were originally scheduled to coincide with the Dodgers hosting the 2020 All-Star game, which they have now been awarded for 2022.
Anyone who has ever tried to text or browse Instagram during a game – Dodger Stadium has the distinction of being one of the most Instagrammed places on Earth – will appreciate the wireless updates. The team installed over 1,000 5G access points and will be the first MLB team to feature next-generation Wi-Fi 6.
The team also installed new point-of-sale cloud software from Appetize, a Los Angeles startup founded in 2011 that went through the 2016 Dodgers accelerator, and is already used at Yankee Stadium and Fenway Park.
"The three of us co-founders are our massive Dodgers fans, and to have the Dodgers, to us, is that trifecta of having the three biggest brands in baseball," said Kevin Anderson, Appetize's co-founder and chief strategy officer.
As part of the switch to Appetize, the stadium hawkers who roam the aisles of Dodger Stadium selling cotton candy and peanuts will now carry handheld devices, which means the days of handing crumpled up bills down your row and hoping you get handed back change are over. All the hawkers will now accept credit cards.
The new system will also allow fans to use Postmates to preorder stadium food so they do not have to wait in line for Dodger Dogs, expanding a program the team piloted last year in the upper decks.
"Postmates is a big deal because every venue has always tried to do mobile ordering but I've never heard of it being successful," said Esquibel.
For baseball purists or even more casual fans, the idea of people spending more time staring at their phones rather than being engaged in the game may not sound so appealing. A growing number of concerts and comedy shows have banned smartphones. There is also a much more serious problem of fans distracted by phones getting seriously injured after being hit by foul balls. But MLB — whose average fan is 53 years old — wants to stay relevant and appeal to a younger audience.
"I feel the romance of Dodger Stadium," said Esquibel, who grew up near the ballpark. "There is a lot of history, but at the same time we want to evolve and keep up with technology."
Esquibel also believes that, far from taking fans out of the game, technology will bring them closer to it because they can track advanced analytics and play fantasy on their smartphones. The next logical step: Fans will someday be able to make in-game bets, as is already commonplace in the U.K. and Europe.
"It could be very exciting," said Esquibel. "Wagering is coming."
Already MLB has been encouraging fans to bet on games and plays to win contests that offer cash prizes, though the league is careful to point out it does not yet allow actual betting.
In order to prevent fans from congregating, some of the new areas will initially be shut off to fans, but the Dodgers hope that will be short lived and their refreshed stadium can soon operate in its full glory.
"The fans that will be coming here on Friday will be able to walk through here and get to their seats, but most of the areas will still be closed off to fans," Dodgers President Stan Kasten told members of the media this week. "We're hoping some time between May 1 and June 15, according to the governor, we should be open 100%. That's the day we're all looking for."
A version of this story originally ran July 23rd and was updated April 9th.
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The virtual influencer Miquela Sousa, aka Lil Miquela, whose rise has garnered equal parts uproar and admiration, continued her foray into NFTs on Wednesday with part two of a five-part series that promises to "tell a special story over time."
Brud, the L.A. startup behind Miquela and a handful of other characters with fully fledged digital identities across social media, is doing the free drop to hype up their superstar avatar and expand her narrative. An announcement from the company said the underlying artwork, called "Unseen by eyes but forged in stone," can exist as a standalone piece or as part of a collection that will roll out over the next several months.
Brud appears to be gamifying the collection of tokens to unlock a unique, surprise reward.
"This NFT is part of a larger series featuring Miquela," the company wrote in a Google doc linked in Miquela's tweet announcing the drop. "Each NFT in this series serves as a piece to a larger puzzle. Each piece will work together to tell a special story over time. The only way to access the story before anyone else is to own each NFT and connect them together along the way."
New NFT drops NOW! First 1500 people to reply to THIS TWEET with their wallet address will BE BLESSED and the FULL… https://t.co/7XZdblfZbd— lilmiquela (@lilmiquela) 1617814863.0
Users could claim one of the available 1,500 NFTs by replying to Lil Miquela's tweet with the address to their crypto wallet.
Brud, valued at $144 million, said it will deliver the tokens within 24 hours. Users had to agree to let the company contact them in the future for marketing purposes.
Within three hours the post had received nearly 4,000 comments and been retweeted over 1,600 times.
Upon validation of users' addresses, Miquela's Twitter would post a response.
"Obsessed with u, there's 1481 left!"
"We're making history, TYYY!! there's 1377 left!"
"We're making history, TYYY!! there's 1203 left!"
And so on.
Since debuting on Instagram in 2016, Lil Miquela has picked up three million followers and sponsorship deals from the likes of Supreme and Barney's. Her curated digital identity ostensibly makes her less of a risk than human influencers for brands.
Last year, the digital teenager was estimated to have earned more than $12 million. She's repped by CAA, alongside many real celebrities, and has appeared on a billboard in Times Square.
In November, Brud released her first NFT, tied to a digital artwork entitled "Rebirth of Venus" that sold via SuperRare for 159.5 Ether. At the time, that was worth about $82,000; Ether's value has since nearly quadrupled. The winning bidder of that token appears to be linked to crypto investment fund Divergence Ventures, based on the link in the buyer's SuperRare profile.
It has been a common refrain as NFTs have gone mainstream: the investor behind last month's headline-grabbing $69 million NFT tied to a digital artwork by Beeple also had a financial interest in propping up the legitimacy of cryptocurrency.
The latest Miquela offering is part of an ongoing spree of creative NFT offerings that provide buyers more than just a certificate of digital ownership tied to the blockchain. It also expands the storyline of a 19-year-old who blurs the lines between fantasy and reality as a racially ambiguous, socially conscious teenager.
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