We all know I listen to a lot of podcasts (Dr. Dan-o’s podcast recommendations). In our normal daily activities, we have too much dead-time (i.e., commutes – workouts – house cleaning – yardwork – etc.) so why not feed your head during these mindless activities?
Last night at the gym, I was listening to the excellent Recode Media podcast (hosted by Peter Kafka) which took a deep dive into the influencer industry. Peter’s guest was Taylor Lorenz, a journalist for The Atlantic who focuses on internet culture.
To say…this episode is “nuggetworthy”… would be an understatement. Taylor was excellent (just her backstory is reason enough to tune in) and there is just too much to list in any one post. However, one nugget I have to share was the conversation around YouTube influencers and their strategy to build audience in TikTok, then “port” this community back to YouTube.
TikTok is newer, novel, and most importantly, younger. Plus, TikTok content does not need to be as polished as major league YouTube influencer content. TikTok tools are also quicker and more diverse than YouTube content creator tools. That said, influencers still have significantly stronger monetization on YouTube (as well as Instagram) so the major league YouTube influencers try to pull their newer TikTok audience back YouTube where they then gain the extra views which leads to more income from YouTube.
Check this episode out on the ride home today…
Associate Professor of Marketing
Stillman School of Business
Seton Hall University