Discover more from After School by Casey Lewis
Rev Splits and Flop Eras
photoshopped bank statements
Telfar has a new it-bag in the works; pop girlies, rejoice — both Beyoncé and Björk are going on world tour this year (but good luck getting tickets); and Glossier’s fan-fave Wild Fig Balm Dotcom is back by popular demand (though customers appear to be way more focused on the price increase and formula change).
Today’s letter is brought to you by Day One Agency
Looking to learn more about the forces shaping Gen Z and culture at large in 2023 The 2023 Predictionary, a fun take on a trend report from my friends at Day One Agency, is a good start. Check out the full report here.
IN THE PLATFORMS’ ARMS RACE FOR CREATORS, YOUTUBE SHORTS SPLASHES THE CASH, digiday
Feels significant: YouTube is introducing a revenue scheme to its Shorts format that’s almost sure to lure creators onto the platform — and away from TikTok and Meta. The rev split (45% creators/55% YouTube) isn’t quite as good as the deals on Meta (55% creators/45% Meta) and TikTok (50/50 split), but the threshold to participate is much lower, making it easier for creators to cash in.
HOW TIKTOK BEAT INSTAGRAM, insider
In related platform reading, tech journo Chris Stokel-Walker dug into why and how Instagram has entered its, in his words, “flop era.”
Instagram's trouble lies in the very thing that drove its initial success. Its algorithm is optimized for the users who made the platform popular: influencers. But by focusing on its power users, the platform loses out on engagement by regular people. TikTok's secret sauce is its ability to keep users on the platform, and without sacrificing its core, Instagram won't be able to compete.
THE UNLIKELY NEW TIKTOK INFLUENCERS: OLD-SCHOOL WATCH DEALERS, nyt
Who needs Uncut Gems when you have Diamond District TikTok?
TABASCO COLLABORATES WITH INFLUENCER TINX TO REACH GEN Z, adage
Anyone who follows Tinx knows she loves Tabasco, specifically the green jalapeño flavor, making this a no-brainer brand partnership. Kind of reminds me of the Emma Chamberlain x Cava team-up. When influencers are authentic superfans of brands, it makes the influencer’s followers feel so much more invested in a campaign.
PEPSICO’S NEW STARRY BRAND NAMED OFFICIAL SOFT DRINK OF NBA AND WNBA, marketingdive
I saw Starry, Pepsi’s new Sierra Mist for Gen Z, for the first time yesterday — a big display yesterday at a Target in Florida — and then I literally dreamt about Starry last night. They’ve infiltrated! Anyway, this partnership with the NBA will be introduced during the All-Star 2023 weekend. The lemon-lime soda is serving as title sponsor for the NBA All-Star 3-Point Contest, which this year includes a new shot contest with a dedicated Starry Range and custom Wilson basketballs.
One last thought: