NEWSLETTER 059 SUMMARY
A summary of the Fourth Floor Newsletter issue 059. To receive this free newsletter in full every Wednesday, simply sign up here.
YouTube vs. TikTok: Why are they changing, and Are They Becoming Too Similar?
TikTok is allowing long-form video. YouTube is obsessed with TikTok-style 'Shorts'? So why the identity-flip? It's all about money and creative longevity...
Yes You Can!
Fourth Floor’s COO Catherine Cheetham is very proud to stand with, and show her solidarity for this year’s BreakTheBias theme for International Women’s Day.
Xbox, Activision Blizzard, Sony, and Bungie: What it says about the new frontier of the pop culture wars
Why did Sony buy Destiny 2 developer Bungie? And what does that deal say about the changing shape of the games market and pop culture overall?
A complete visual guide to the influencer marketing agency universe
Fourth Floor have created a second comprehensive infographic of every key influencer marketing agency operating in the world today.
Creators: Help us help you understand your community better
Creators should have an easy way to understand what their audiences want. And the clear place to start with that is in sourcing meaningful community feedback. To action this, we’ve come up with a plan, that we’re looking for creators to be part of.
Why (and how) Fourth Floor planted a new woodland - and why you should too
Fourth Flora? Engelbirch Lumberdink? We still haven’t worked out a name, but we have now successfully reforested a quarter-acre of south-west countryside, working alongside the brilliant Co-forest woodland regeneration project.
What will happen to influencer marketing in 2022? The experts have their say
2022 in influencer marketing will certainly be (another) record year. But what kind of records will we break, and in what direction will influencer marketing specifically - and the creator economy more generally - head? We’ve gathered experts from around the globe and added our in-house expertise to come up with some thoughts for you.
How Twitch works: Twitch Metrics, Twitch Drops, Twitch raids, and more, explained
How does Twitch work, and what do all those Twitch terms you’ve been hearing actually mean? If you’re looking for help on things like Twitch Raids, Rivals, Affiliate and Partner status, or even just picking a good Twitch username, you’ll find it here.
Twitch Rivals: What it is, how it works, where to watch, and who can participate
A staple of Twitch’s wider content and community offering, Twitch Rivals is an official slate of programming giving gaming content creators a year-round showcase for competition. Here’s the full breakdown of what Twitch Rivals is, how it works, who can participate, where to watch it, and much more.
How Twitch Raids work, and how to use them
Understanding how Twitch Raids work is fundamental to understanding how the Twitch community interact with and support each other. Read on, and we’ll explain how Twitch Raids allow streamers to share audiences, highlight channels, and rally viewership around special events.
Charity Twitch streams: How to make your fundraiser a success
Charity drives are a great way for content creators to engage their communities and give back to a cause they care about, but there’s a lot involved in doing it right. Here are the key points for charity streamers to consider when planning a successful fundraiser.
How aspiring influencers can attract more brand deals
Becoming attractive to brands isn’t just about having a polished bio or a fancy media pack. Sure, they help (a little), but there are deeper things to consider as an aspiring influencer looking to get more brand partnerships.
Instagram changes you need to know about
Here’s a recap of some of the biggest changes to Instagram over the last few months…
Our top 10 UK brands on TikTok
If you’re thinking of starting a TikTok channel for your brand, or need some inspiration for an existing TikTok channel, we’ve combed the platform to find the top 10 brands utilizing its fullest creative potential and mastering its particular angle on viral content.
The most effective content creators rely on the human factor to stand out, not just the algorithm
Anchoring a loyal following amid the internet’s endless content churn often means leveraging the personal, human factor. Flexing an honest, authentic vulnerability alongside one’s talents can earn a truly invested audience, fuelled by personal recognition and respect.
TikTok STRENGTHENS e-commerce toolset with new Shopify partnership
TikTok is moving into ecommerce. The short-form video platform have announced that they will be extending their partnership with Shopify to launch ‘TikTok Shopping’ with selected Shopify merchants across the UK, US, and Canada.
Food influencers, and how to partner with them on delicious influencer marketing successes
Food influencers have long been one of the most popular subsets of the content creator universe, delivering delicious imagery and culinary insight to our ravenous eyeballs on a daily basis. But how best to partner with a food influencer? And do you even need to be a food brand to do so? Let us explain it all.
Gaming influencers: working with them, doing it right, and succeeding
Gaming influencers might not seem an obvious partner choice. But you’d be wise to reconsider any preconceptions. In 2021, videogames are a standard part of the world’s cultural fabric, and the content creators who cover them can provide access to a hugely spectrum of diverse audiences.
Why collaboration is important to creativity - and invaluable to the self - in a shifting digital world
However much value you put on the brute-force power of “Just work hard”, don’t underestimate the power of open conversation and human collaboration to get you to the same place more intact.