Scale & Strategy
This is Scale & Strategy, the newsletter that’s the Pippen to your Jordan — always there with the assist!
Here’s what we got for you today:
- The DNC, as Seen by Creators
- YouTube Expands Shopify Partnership While Google Deals with Glitch Apology
- IN THE LOOP
The DNC, as Seen by Creators
Move over, traditional media—the Democratic National Convention (DNC) just rolled out the red carpet for creators! For the first time ever, creators got special credentials to access exclusive programming, breakout sessions, backstage lounges, and, of course, all the best parties.
Meanwhile, the old-school press had their own designated area in the convention hall and, let’s just say, they didn’t score as many party invites.
So, what’s it like being a creator at the DNC? Let’s get the scoop from a few folks who were there:
Jack Coyne, creator of Public Opinion, landed a primo gig interviewing Vice President Kamala Harris on his show Track Star right after her speech on Monday night.
“What’s wild about [filming with Harris] is that since she’s been announced as the nominee, she hasn’t done any interviews,” Coyne shared. “Like, she’s talked to me and two other creators. Not CNN or NBC.” Burn!
Coyne and his crew made sure to capture all the behind-the-scenes action for their vlog at the DNC—because if you didn’t vlog it, did it even happen?
Taylor Lorenz, podcast creator and journalist, filmed an episode of her Power User podcast live at the convention. “I’m glad [the DNC] is recognizing the media landscape is changing,” she said. “But I think they’re very conflicted about whether [creators] are journalists or marketing.”
She makes a good point. Journalists are trained to be skeptics, but not all creators roll that way.
Some do, though! Case in point: Nikita Redkar, a history and political creator, has been diving deep into the DNC’s discussions on Israel and Gaza, sharing her critiques on Instagram Stories.
“I’m trying to be very balanced in what I like about the convention and what I don’t like so that people make an informed decision when they vote,” Redkar told us. “I take it very seriously.”
Big Picture: Creators are carving out a significant role in the 2024 election, with both Republican and Democrat campaigns actively collaborating with them—from Theo Von and Adin Ross to Hasan Piker and Josh Helfgott.
As Jack Coyne put it, “I think the effort [from the campaigns] is there across the board because there’s an understanding that a lot of people, instead of turning on the TV to watch CNN, are looking at their phone or watching YouTube.”
So, move over, mainstream media! Creators are here, and they’re not just crashing the party—they’re headlining it.
YouTube Expands Shopify Partnership While Google Deals with Glitch Apology
While one partnership gets stronger, another situation spirals into damage control…
Getting Stronger: YouTube is expanding its Shopping affiliate program to Shopify, bringing new features to the table. Merchants in the U.S. using Shopify Plus and Advanced can now join YouTube Shopping’s affiliate program, which lets creators showcase their products directly on the platform. Managing this integration seems like a breeze, too, as everything from products to analytics can be monitored in Google Merchant Center. If you’re promoting products on YouTube or working with influencers, this new partnership could be worth exploring.
Not So Great: On the flip side, Google is in hot water after a major glitch last month caused products to appear in other merchants’ accounts and leaked sensitive data to competitors. The tech giant has since apologized to advertisers, but even the apology had its issues. Some advertisers were promised ad credits, while others weren’t, and there’s still a lack of clarity on when those credits will be distributed. Not surprisingly, advertisers are demanding more transparency, detailed reports, and proper compensation. If you were affected, it might be a good idea to speak up and make your voice heard.
Social Media
TikTok’s Steady Growth in the EU
TikTok might be trailing behind the U.S. in terms of user numbers, but it’s quickly closing the gap…
Despite concerns about slowing growth, TikTok is thriving in the EU. The platform reported 150 million monthly active users (MAU) in the EU between February and July—up 16 million since last August. So, while growth might not be as rapid as before, it’s still steady. And with ongoing debates about a potential TikTok ban in the U.S., where the platform has 170 million MAU, Europe could become an increasingly important market. Something to keep in mind if you’re leveraging TikTok in that region!
IN THE LOOP
Money
Whoops: Google recently asked influencers receiving their Pixel 9 smartphones to sign an agreement saying they must promote the Pixel over competitors or risk being dropped from the program. After some backlash, Google backtracked, admitting the wording “missed the mark” and wasn’t what they intended. [The Verge; h/t Publish Press]
Always read the fine print! Agreeing to favor one brand over another can seriously damage your audience’s trust—and don’t forget to disclose it if you do.
Audiences
TV Takeover: YouTube just became the first streaming platform to account for over 10% of total TV usage in a month, hitting 10.4% in July. [Nielsen]
If you’re creating video content, make sure it’s on YouTube. This audience is only going to keep growing!
Tech and Tools
More Tunes: Libsyn has launched a new claims-free music subscription for podcast creators, offering over 50,000 high-quality tracks and 200,000 sound effects, free for the first six months. [Libsyn]
This music catalog was previously exclusive to the TV and film industry. Its expansion into podcasting shows just how much clout podcast creators have these days.
Flip It: Instagram is rolling out digitally flippable profile cards. One side has a QR code, and the other side provides a profile overview and summary. [Social Media Today]
This could be handy, but only if people actually use it!
And Finally
Double Up: The Democratic National Convention invited over 200 influencers—about twice as many as the Republican National Convention—to attend as media. They were given access to a dedicated lounge, workspace, and the blue carpet for interviews and video clips provided by the DNC. [The Information]
Journalism is becoming a hotspot for content entrepreneurs.
