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Last week I posted a video predicting that $4B Creator affiliate platform LTK is making a play to compete against TikTok.
I was right…sorta.
Today LTK is announcing their brand new app, with Creator-first social features like:
Filterable, controllable Watch feed for local and global Creator discovery
Home and Activity tabs focused on content from Creators you follow
Profile tab for Creators and users to personalize how they show up
Chat to message with Creators and each other
Built-in editing suite with everything from splicing and trimming to captioning, filters, voiceover, and music.
They’re not just going head to head with TikTok, but Instagram as well…and it seems like Instagram is actually their primary adversary!
I spoke to Creator and LTK co-founder, Amber Venz Box, about why they made this huge bet and how it’s going to benefit Creators. You can watch or listen here (make sure to like and subscribe, it really helps the channel!)
Here’s a little preview:
Platforms are pivoting from social to entertainment - meaning they are making it harder for Creators to reach their followers in order to increase the reach of individual pieces of content that resonate with peoples’ interests.
[Instagram CEO] Adam Mosseri came out and said, “Hey, if you're a big account you're going to get small, and if you're small account, you've got no chance here.” We saw that in the numbers - on our platform, we saw that the average per post drop was around 75%.
Their ideal future involves replacing Creators almost entirely.
This year, Mark came out to shareholders and said, “Hey, pretty soon the vast majority of content you see is going to be AI generated.” That's writing Creators out of the story.
The logical outcome is that platform revenue models, especially for short-form algorithmically-driven video, is in conflict with Creators.
They need more content so that they can insert more ads, but those ads displace the content. Something has to come out of the Feed for something else to go into the Feed. Creators are clearly coming out of the feed.
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Written by Avi Gandhi, edited by Melody Song,
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