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TikTok Is Giving Creators a New Way To Earn Ad Revenue
Kristin Snyder
Kristin Snyder is dot.LA's 2022/23 Editorial Fellow. She previously interned with Tiger Oak Media and led the arts section for UCLA's Daily Bruin.
TikTok is rolling out a new advertising program that promises to give marketers exposure through its top-performing videos while also providing creators with a cut of advertising revenues.
The Culver City-based social media app’s TikTok Pulse program will situate ads next to the top 4% of videos, TechCrunch reported Wednesday. Additionally, creators and publishers who have at least 100,000 followers will be eligible for a 50/50 split of advertising revenues when the program launches this June.
Initially, TikTok Pulse will invite select advertisers to place ads across 12 video categories—such as beauty, gaming and cooking—meant to target specific audiences, TechCrunch reported. The ads will run next to content that the app has determined as appropriate for those advertisers, with TikTok also providing measurement tools for advertisers to analyze their ads’ performance.
TikTok’s Santa Monica-based social media rival Snap unveiled a similar program to TikTok Pulse in February, which places ads in creators’ stories and pays them a share of the revenue.
Though this is the first feature that will allow creators to receive ad revenue directly from TikTok, it is not TikTok’s first attempt to pay out its creators. The company launched its $200 million Creator Fund in 2020, though the program has since been criticized for its poor payouts. Many of the app’s stars have turned to other sources for revenue, with some creators bringing in millions through brand sponsorships and outside business endeavors.
TikTok’s advertising revenue is expected to reach $11 billion this year, with rivals like Snapchat and Instagram struggling to keep up. Snap announced several new ad initiatives of its own on Tuesday, including a partnership with Cameo that will incorporate that app’s roster of celebrity creators.
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Kristin Snyder
Kristin Snyder is dot.LA's 2022/23 Editorial Fellow. She previously interned with Tiger Oak Media and led the arts section for UCLA's Daily Bruin.
https://twitter.com/ksnyder_db
Viral Fame Pays Off — Coachella Has Become A Gold Mine for Influencers
05:01 AM | April 20, 2023
Evan Xie
If someone attends Coachella and doesn’t make a TikTok about it, did they even go? Scrolling through any social media feed over the past few days, it seems like the answer is a firm “no.” Instead, people document everything from the food they ate to the cowboy boots they wore. The is even a genre of video dedicated to complaining about Coachella.
On TikTok, videos tagged #Coachella2023 have already amassed over 1.6 billion views—already up from #Coachella2022, which had 1.5 billion views and the second weekend has yet to begin. On Instagram, the hashtag has almost 37,000 posts. Sure, some of the content is posted by people attending the festival for fun. But a quick scroll through either platform shows that influencers have created the vast majority of the posts.
Content isn’t even limited to the two festival weekends. In the months leading up to Coachella, people share survival tips and outfit inspiration. And, afterward, the outfits reviews judge who captured the current trends and who fell flat.
This flood of content has led many to deride the influencers swarming Coachella. Critics say that the focus on fashion has ruined the festival and that influencers ushered in this change. A recent video by the singer Loren Grey, who rose to fame through TikTok, only confirmed these issues. Grey dubs Coachella “the influencer Olmpyics” despite the fact that many don’t even attend the festival. Instead, she says they film outfit and lifestyle content from the desert to make it look like they were in the thick of things.
So how did Coachella transform from a music-centric event to a TikTok content farm?
The influencers aren’t entirely to blame. Instead, people should point fingers at the brands Coachella works with to sponsor the festival. Brands like Neutrogena, H&M and Casetify—three of this year’s sponsors—all work with influencers to produce content from the festival and promote their products.
But the biggest player in Coachella’s influencers world is Revolve. Since 2015, the fashion company has produced the Revolve Festival concurrently with the first festival weekend, where they invite social media influencers and celebrities to network while watching trending artists perform. And, though influencers made Coachella content prior to Revolve Festival, the new event was a clear turning point in how brands could benefit from social media stars.
Revolve also works with influencer marketing agencies to gift clothes to attendees prior to Coachella. Evidently, the strategy works—back in 2018, the company said sales from the Monday before the festival were higher than Cyber Monday. The music festival has only become more crucial for the brand’s sales since then, with Revolve likening the festival to a retail Superbowl.
But it’s hardly just Revolve that’s capitalizing on the festival. Last year, one influencer said she earned $2,000 per Instagram post featuring Coachella content. Another influencer was paid $2,500 for three Instagram stories and a Reel in addition to a free ticket compliments of one of the brands she partnered with.
The reliance on influencer marketing during the festival is just a reflection of a wider focus on social media marketing. In recent years, brands are leaning even further into the presumed authenticity of micro-influencers who attend the festival. Which of course, means more content from more people.
So as annoying as some people find the unending stream of content, it’s time to accept that Coachella has long been a networking event for those whose livelihood depends on creating a glut of “get ready with me” videos.
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Kristin Snyder
Kristin Snyder is dot.LA's 2022/23 Editorial Fellow. She previously interned with Tiger Oak Media and led the arts section for UCLA's Daily Bruin.
https://twitter.com/ksnyder_db
Here's How To Get a Digital License Plate In California
03:49 PM | October 14, 2022
Photo by Clayton Cardinalli on Unsplash
Thanks to a new bill passed on October 5, California drivers now have the choice to chuck their traditional metal license plates and replace them with digital ones.
The plates are referred to as “Rplate” and were developed by Sacramento-based Reviver. A news release on Reviver’s website that accompanied the bill’s passage states that there are “two device options enabling vehicle owners to connect their vehicle with a suite of services including in-app registration renewal, visual personalization, vehicle location services and security features such as easily reporting a vehicle as stolen.”
Reviver Auto Current and Future CapabilitiesFrom Youtube
There are wired (connected to and powered by a vehicle’s electrical system) and battery-powered options, and drivers can choose to pay for their plates monthly or annually. Four-year agreements for battery-powered plates begin at $19.95 a month or $215.40 yearly. Commercial vehicles will pay $275.40 each year for wired plates. A two-year agreement for wired plates costs $24.95 per month. Drivers can choose to install their plates, but on its website, Reviver offers professional installation for $150.
A pilot digital plate program was launched in 2018, and according to the Los Angeles Times, there were 175,000 participants. The new bill ensures all 27 million California drivers can elect to get a digital plate of their own.
California is the third state after Arizona and Michigan to offer digital plates to all drivers, while Texas currently only provides the digital option for commercial vehicles. In July 2022, Deseret News reported that Colorado might also offer the option. They have several advantages over the classic metal plates as well—as the L.A. Times notes, digital plates will streamline registration renewals and reduce time spent at the DMV. They also have light and dark modes, according to Reviver’s website. Thanks to an accompanying app, they act as additional vehicle security, alerting drivers to unexpected vehicle movements and providing a method to report stolen vehicles.
As part of the new digital plate program, Reviver touts its products’ connectivity, stating that in addition to Bluetooth capabilities, digital plates have “national 5G network connectivity and stability.” But don’t worry—the same plates purportedly protect owner privacy with cloud support and encrypted software updates.
5 Reasons to avoid the digital license plate | Ride TechFrom Youtube
After the Rplate pilot program was announced four years ago, some raised questions about just how good an idea digital plates might be. Reviver and others who support switching to digital emphasize personalization, efficient DMV operations and connectivity. However, a 2018 post published by Sophos’s Naked Security blog pointed out that “the plates could be as susceptible to hacking as other wireless and IoT technologies,” noting that everyday “objects – things like kettles, TVs, and baby monitors – are getting connected to the internet with elementary security flaws still in place.”
To that end, a May 2018 syndicated New York Times news service article about digital plates quoted the Electronic Frontier Foundation (EFF), which warned that such a device could be a “‘honeypot of data,’ recording the drivers’ trips to the grocery store, or to a protest, or to an abortion clinic.”
For now, Rplates are another option in addition to old-fashioned metal, and many are likely to opt out due to cost alone. If you decide to go the digital route, however, it helps if you know what you could be getting yourself into.
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Steve Huff
Steve Huff is an Editor and Reporter at dot.LA. Steve was previously managing editor for The Metaverse Post and before that deputy digital editor for Maxim magazine. He has written for Inside Hook, Observer and New York Mag. Steve is the author of two official tie-ins books for AMC’s hit “Breaking Bad” prequel, “Better Call Saul.” He’s also a classically-trained tenor and has performed with opera companies and orchestras all over the Eastern U.S. He lives in the greater Boston metro area with his wife, educator Dr. Dana Huff.
steve@dot.la
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