Hello, this is Dan Whateley, filling in for my colleague Amanda Perelli while she's out on vacation.
Welcome back to Insider Influencers, our weekly rundown on the business of influencers, creators, and social-media platforms. Sign up for the newsletter here.
Facebook is getting ready to shell out some serious cash as it continues its push to court creators.
On Wednesday, Mark Zuckerberg announced that Facebook and Instagram will spend over $1 billion through 2022 to pay users through a slew of new monetization programs.
It can be difficult to keep track of all the pilots the company has been testing, which is why Sydney Bradley put together a guide highlighting each effort.
Here are a few takeaways:
Instagram is rolling out a program called the "Reels Summer bonus" in the next few weeks to pay a select group of US influencers who post short videos on the app.
Bonus payments are also expanding to include users who post videos and use in-stream ads on Facebook's app.
And Instagram is inviting select US creators to earn a one-time bonus for signing up for IGTV ads (Instagram's only ad revenue share program).
Katherine "Katliente" Pan is a Twitch streamer who plays Valorant and League of Legends.
She tried streaming on-and-off starting around 2019, but said she really started finding success on Twitch after posting on TikTok (278,000 followers).
Michael Espinosa spoke with Pan about how she earns money and her plans to grow her business as a creator.
Here are a few takeaways:
Pan doesn't make money directly from TikTok, but uses the platform to drive followers to other apps that she can then monetize.
She earns about $1,800 to $4,000 each month from sponsorships, product commissions, Patreon, Twitch subscriptions, donations, and advertising.
To make her monthly income more stable, Pan is currently looking to join an esports organization, find a part-time job, and monetize videos on her YouTube channel.
But the company is still a relative newcomer to the US tech scene, and its hiring process is less well known than the app itself.
I spoke with Lauren Flaus, TikTok's university recruiting lead for the Americas, to learn more about how to get a job at TikTok.
Here are some key takeaways from the conversation:
One area of focus for TikTok's recruiting team is the company's new video resume program where prospective hires can upload a video to TikTok to publicly pitch themselves for a job.
Creating a TikTok video resume is optional and carries greater weight for marketing applicants versus technical hires.
Job applicants should make sure they're well versed in TikTok's features and current user trends, as they could be asked about it during an interview.
Watch a full replay of Insider's webinar on how TikTok has transformed the music business, featuring execs from TikTok, Universal Music Group, and UnitedMasters.
A reboot of the show Gossip Girl returned to HBO Max last week. The streamer hired TikTok influencers to promote its release, driving over 6 billion video views that featured #GossipGirlHere.
