Scale & Strategy
This is Scale & Strategy. We're like a mother bird that chews up food and then—wait, no. Gross analogy.
Point is: we make the creator economy news digestible.
Here’s what we got for you today:
- Political Creators Cash In on TikTok Debates
- More People Are Turning to Online News Over TV
- The Differences Between Pro and Amateur Case Studies
- IN THE LOOP
Political Creators Cash In on TikTok Debates
Who needs cable news when you’ve got TikTok?
As Kamala Harris and Donald Trump were busy trading barbs on ABC last night, TikTok creators were having their own political throwdowns via livestream—earning a pretty penny while they were at it.
Take Liam Keyes, a 19-year-old liberal creator. He’s been hosting debates with his conservative counterparts on TikTok’s “live match” feature since spring, and get this—he’s raking in up to $7,000 a month. That’s not bad for arguing in front of a vertical split-screen.
How it works: TikTok’s “live match,” launched in 2022, lets multiple creators livestream together. Viewers can “gift” their favorite debater, with virtual gifts costing anywhere from 1.5 cents to a whopping $560. The creator with the most gifts after five minutes wins the match and cashes in their prizes. But here’s the kicker: TikTok takes a hefty 50% of that sweet gift money. Ouch.
Not everyone’s thrilled about it, though. Disinformation researcher Abbie Richards went on a tear about these matches, calling them a “money-making scheme for grifters and TikTok” in a spicy Instagram Reel last October.
Zoom out: With the 2024 election in full swing, the debate over transparency in political creator revenue is heating up. Just last week, the Justice Department revealed that Russian operatives were paying US creators to spread pro-Russia propaganda. And this week, we learned from Semafor that a conservative sponsor has been funding creators to sling some pretty salacious mud at Vice President Harris.
TikTok debates: Come for the hot takes, stay for the… cash?
More People Are Turning to Online News Over TV
Video may have killed the radio star, but social media just knocked TV out of the ring.
TV KO’d: Online platforms have officially overtaken TV as the go-to news source. A recent Ofcom report shows that 71% of people now get their news online, compared to 70% from TV. The appeal? A wider range of sources and instant updates.
Some surprising stats: 30% of respondents get their news on Facebook, 19% on YouTube (up from 12%), and 11% on TikTok. While TikTok isn’t a top contender just yet, it's gaining fast among younger audiences—up from just 1% in 2020. Other social platforms like Instagram and X are pushing out older online news outlets, solidifying social media’s role in the news cycle.
The takeaway? A strong social media presence is crucial, especially for delivering content that matters.
And speaking of content… AI is stepping into the spotlight. Audible is working with US narrators to train AI models for generating audiobook recordings, and AI voiceovers are already all over social media. If you’ve been thinking about using AI for your audio content, you’re in good company—big brands are hopping on board.
The Differences Between Pro and Amateur Case Studies
Case studies can be your secret weapon for convincing potential customers—but only if you know how to take them from Little League to the big leagues.
Pia Mikhael recently shared some pro tips on what separates an amateur case study from a championship-winning one. Here’s the rundown:
1) Speak to a real audience.
A great case study isn’t a one-size-fits-all. It’s laser-focused on a specific reader, with one goal: showing them how you can solve their problem.
2) Tell a story worth reading.
“Problem, solution, result” is a good start, but a powerful case study reads like a story. It’s got a beginning, middle, and end, with a relatable hero overcoming a challenge—and coming out on top.
3) Let your customer do the talking.
Nothing’s more persuasive than hearing it straight from the customer’s mouth. Testimonials or videos of satisfied clients can sell better than anything you write yourself.
4) Numbers, numbers, numbers.
“We helped this company grow” sounds nice, but “We added $1.5M in revenue in 8 months” turns heads. Be specific with your metrics.
5) End with a call to action.
Don’t just leave your readers hanging. Your case study should push them to take the next step—whether that’s through incentives, scarcity, or a well-placed discount.
Checklist for a winning case study:
- Write for a specific audience.
- Craft a story with conflict and resolution.
- Include customer testimonials.
- Pack it with meaningful numbers.
- Inspire action at the end.
And that’s it—you’re ready to level up your case study game!
IN THE LOOP
Money Growth at a price: Profit margins at HarperCollins, Lagardère Publishing, and Penguin Random House “soared” during the first half of 2024, despite only a modest increase in sales.
While it’s great that book sales are steady, traditional publishers are trimming staff—likely cutting into marketing teams—to boost those profits.
Audiences Get creative: Instagram users are sliding into DMs more than ever and now have new ways to spice things up with drawing tools and stickers.
Personal, one-on-one connections with your audience can turn casual followers into super fans.
Tech and Tools Watch it: YouTube has rolled out new tools to detect AI-generated content. One feature identifies AI-generated voices mimicking others, while another targets deep fakes.
In a world where AI is everywhere, these tools are a must for maintaining control over your content.
And Finally More voices: Unlocked, a podcast company from The Partnership Group, just launched The Amplify Accelerator, a year-long program designed to uplift diverse voices.
It’s a win-win, as creators get support while keeping ownership of their intellectual property.
