Together With:
Happy Thursday, I hope your week is going well.
As the New Year approaches, many platforms are outlining their visions for 2025. Spotify plans to prioritise video content, while TikTok is expanding its e-commerce offerings. It’s shaping up to be an exciting year for the creator economy.
There’s lots to talk about in today’s newsletter so let's dive in!
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In today's newsletter:
- Pick of the day: YouTube is testing a feature that would make the platform look a lot like TikTok
- Trending: LTK announced an integration on TikTok; Spotify is focusing on video in 2025
- Join the Conversation: Will Bluesky succeed?
Pick of the day
YouTube Doesn’t Want to be YouTube Anymore
We’ve got another YouTube story this week. The platform is testing a new feature that, if implemented, would completely change the platform. The news served as an important reminder for the creator economy that individuality is a strength, and if every platform wants to replicate one another, we face a serious problem. Read more above.
For our final Top 30 list of the year, Hello Partner is highlighting the incredible influencer agencies around the globe that have delivered outstanding service to their clients and produced groundbreaking influencer marketing campaigns.
The deadline to nominate is the 28th November, so be quick! You can find out more here or nominate now!
Trending
What's hot on Hello Partner right now
TikTok Integrates with LTK to Enhance E-Commerce Offerings
LTK confirmed this week that they would be partnering with TikTok to offer an integration feature on the app. It’s a move that is great for both creators and audiences, as it allows creators to potentially boost their commission through LTK links, and audiences can easily find the products they want to purchase, win-win!
From Sound to Sight: Spotify's Bold Video Move for 2025
During a Spotify creator event in Los Angeles last week, Spotify CEO Daniel Ek announced that the platform would be focusing on video in 2025. From January 2nd, 2025, creators will begin to be paid based on the engagement their videos received from paid subscribers. Ek said the platform wanted to give “creators another path to monetisation beyond ads.”
Creator of the Week
Our Creator of the Week is ItalianBach!
If you’re in the UK you’ve probably seen some of ItalianBach’s (real name Isaac Smith) content. The British creator has skyrocketed over the past few years, now boasting over 2.4 million followers on TikTok and gaining over 222 million likes.
Known for relatable comedy skits, his videos average around 1 million views each. Maintaining such a high level of engagement consistently is remarkable and sets a benchmark for other creators.
Smith has been nominated for Creator of the Year at the first ever UK & Ireland TikTok Awards! You can watch the awards on Tuesday, 3 December on the @ / TikTok_UK account!
Hello Partner has unveiled the Shortlist for our Hero 100, a celebration of individuals demonstrating outstanding skills in managing partnerships, ensuring fairness and equity, and employing innovative thinking to achieve exceptional results.
Now it's up to you, our community, to vote for who you believe should make the final list.
The deadline to vote is Tuesday 3rd December at 12PM GMT.
Find out more here or vote now!
Join the Conversation on LinkedIn - Will Bluesky succeed?
Last week I wrote about the mass exodus from X to Bluesky, and how President-Elect Trump is already impacting the creator economy before his second term. As I mentioned at the time, this isn’t the first instance users of X have threatened to - or have - leave the platform for good.
As Bri Reynolds points out, “we’ve seen a lot of platforms gain a significant user base then die in the last 4 years.”
There was a great debate in the comments about whether Bluesky is destined for the same fate, so be sure to share your thoughts!
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Catherine Shuttleworth Journalist Email me Connect with me on LinkedIn |
