• YouTube star MrBeast has a new competition show that will debut Thursday on Amazon Prime Video.
• BI viewed a copy of a contestant release form and other documents for the preliminary "Beast Games" round.
• An entertainment attorney said the documents were fairly standard but expansive in their terms.

Documents obtained by Business Insider reveal the terms that contestants of MrBeast's competition show, "Beast Games," were asked to agree to during a preliminary round.

The terms prohibit contestants from disclosing information about the show, which debuts Thursday on Amazon Prime Video. Contestants who break the agreement prior to the last episode airing must pay the producer and network $500,000 for each breach. After the last episode airs, each breach would cost contestants $100,000, the documents said.

The documents also ask contestants to agree that their portrayal in the program may be "disparaging, defamatory, embarrassing, or of an otherwise unfavorable nature," and may expose them to "public ridicule, humiliation, or condemnation."

Daniel J. Ain, an entertainment attorney at RPJ Law, said the terms are largely standard for a competition show, but some — like the threat of a $500,000 charge for each breach — are particularly expansive.

"The producers use every available tool to give them ultimate flexibility to make the show and protect themselves from liability," Ain told BI, calling the documents a "contestant agreement on steroids."

"Beast Games" is a 10-episode physical competition show in which contestants compete for a $5 million prize. YouTube's top star — whose real name is Jimmy Donaldson — is the host.

The show has attracted some controversy ahead of its release. A New York Times report in August cited "over a dozen" participants who said they didn't receive enough food or medical care during the preliminary round of competition in Las Vegas.

The documents obtained by Business Insider relate to the Las Vegas taping, where over 2,000 contestants participated in physical challenges designed to see who would make the show's official production round in Toronto.

The documents include information about the show, a contestant questionnaire form, and an outline of the show's official rules and protocols. By signing the form, contestants gave full consent to the use of hidden cameras and recording devices, gave producers full discretion to edit footage, and agreed to participate for no money. Potential prizes were the only form of compensation.

A person close to the production characterized the Las Vegas production as a "promo shoot" for the show and said Amazon wasn't involved. Amazon did not respond to a request for comment from BI.

Read 24 pages of the documents below:

Note: BI omitted some pages from the document that included the contestant's personal information and a few pages with minimal or repeated information.

• The Supreme Court has agreed to hear TikTok's case against a forced sale or ban.
• It may be TikTok's last hope at staying in the US, as it lost its case in the DC Circuit.
• President-elect Donald Trump may also try to save TikTok, though his options are limited.

The Supreme Court has agreed to hear oral arguments on January 10 around the TikTok divest-or-ban law. It could be TikTok's last hope of maintaining a presence in the US.

TikTok is challenging an April bill passed by Congress that required its owner, ByteDance, to divest from its US app or see it removed from app stores on January 19.

Congress has called TikTok a national security risk because its parent company is based in China, a country the US government views as a foreign adversary. US officials worry that TikTok could be used as a propaganda tool by the Chinese Communist Party. Members of Congress are also concerned that TikTok's US user data could end up in the hands of the CCP. TikTok has previously said that it does not share information with the Chinese government and relies on a US-based team to moderate content "independently from China."

TikTok filed a lawsuit against the legislation in the DC Circuit Court in May, arguing that it violated its users' First Amendment rights. The company lost its case earlier this month and filed an appeal to the Supreme Court, requesting an injunction to stop enforcement of the law until it can argue its case to the highest court. The Supreme Court has not yet agreed to pause enforcement of the law, though oral arguments will start before the ban is set to take effect.

It's not clear that the Supreme Court will be any more favorable to TikTok than the DC Circuit Court judges. In a recent report, Matthew Schettenhelm, a senior litigation analyst at Bloomberg Intelligence, gave the company a 20% chance of reversing its loss at the Supreme Court.

If the Supreme Court opts not to rescue TikTok, Donald Trump may still try to, though his options are limited. The incoming president met with TikTok's top executive, Shou Chew, on Monday, and said during a press conference that day that he would "take a look at TikTok" and had "a warm spot in my heart for TikTok."

If TikTok is pulled from app stores in early 2025, it would disrupt the businesses of some creators who rely on the app to make money. While many creators have built audiences on other short-video platforms like YouTube shorts and Instagram reels, TikTok is still the main hub for some talent. E-commerce sellers that lean heavily on TikTok's feature Shop will also have to pivot in the wake of a ban.

"A ban would be detrimental to up-and-coming creators and small businesses that rely solely or primarily on the app," Jasmine Enberg, the vice president and principal analyst at EMARKETER, told BI earlier this month. "Big brands and established creators would also be disrupted, but can better withstand the upheaval as they're more likely to have diversified their channels and have large, engaged audiences on other platforms."

• The hiring trends among creator-economy startups can tell you a lot about the state of the industry.
• Creator Economy Jobs analyzed hiring posts from over 600 companies in 2024.
• Silicon Valley still has a grip on creator-related tech, while London could be the "next big" hub.

Being a creator isn't the only career path in the creator economy.

Creator Economy Jobs, a job listings platform founded by James Creech, analyzed hiring posts from over 600 creator-economy companies in 2024.

Across the board, creator-economy startups were generally hiring for roles in engineering, marketing, product, and sales.

"This year, the creator economy has definitely felt more energy and activity," Creech, who is also an investor and advisor to several creator startups, told Business Insider.

Since launching in late 2023, the platform has pooled over 1,000 job listings from creator-economy companies each quarter.

Creech's job site pulls listings from various third-party platforms and applicant tracking systems, like LinkedIn, Greenhouse, and Lever, among others. Some companies also list jobs directly through the site, Creech said.

While the creator economy — from Big Tech companies to startups — was hit hard by layoffs over the last few years, the post-hype-cycle industry appears to be landing on two feet.

Creech predicts that heading into 2025, more companies will emerge as strong players in the space and expand teams with hiring. That could prove true as a handful of creator startups have raised millions in 2024 — some, like newsletter platform Beehiiv, with the intent to hire.

Another trend Creech expects in the creator economy next year is corporate brands continuing to hire creators to fill in-house roles.

Here are a few takeaways on the state of jobs in the creator economy:

1. Creator-economy startups are in the market for engineers

"The most in-demand jobs are engineering," Creech said. "As we think about what types of companies in this space are growing and needing help, it's a lot of software businesses."

The majority of the engineering roles on CEJ are either backend or full-stack, Creech added.

Since the second quarter, the platform has had over 500 engineering jobs listed quarter-over-quarter.

The second and third most in-demand categories of jobs were in sales and marketing, respectively, Creech said.

2. Silicon Valley still has a hold on the creator economy

"We all think, 'Oh, the creator economy is Los Angeles,'" said Creech, who is based in LA himself. "When we started publishing these reports, the San Francisco Bay Area ranks the highest."

That's, in part, due to the sheer number of startups still building in the broader Silicon Valley area.

LA and New York City were the next largest US job markets throughout the year, Creech said. Meanwhile, international cities such as London, Bangkok, and Berlin have also been hubs for jobs on the platform.

"The international markets are growing really rapidly," Creech said. "We believe that the creator economy is a global phenomenon, and you're seeing people can live anywhere and build great businesses all over, and that's reflected in the fact that there are cool companies and cool jobs everywhere now."

Creech also identified London as "the next big creator economy destination."

3. These 6 companies were some of the most active job listers for 2024

When analyzing the top hiring creator-economy companies, CEJ excludes big platforms like Meta, TikTok, and Pinterest. The six companies below consistently listed new jobs within the creator economy throughout 2024, according to CEJ's data.

• Coda Payments, a monetization platform for digital products
• ElevenLabs, a generative AI and video-dubbing startup
• Impact.com, an affiliate-marketing company
• Lightricks, a content-creation and editing company
• Podimo, a podcast and audiobook platform
• Whatnot, a live-shopping company

Whatnot told BI that it would continue to prioritize hiring across all of its teams in 2025.

And Lightricks, which currently has 40 open roles, told BI that it plans to expand its teams in 2025 as it continues to build generative AI products.

ElevenLabs, meanwhile, said it plans to double its "core team" in 2025 with a focus on engineering and sales roles, while also expanding the company with hubs in Poland and India.

• TikTok faces a potential ban in the US if ByteDance doesn't divest by January 19.
• The ban could impact creators relying on TikTok for income through brand deals and e-commerce.
• Instagram and YouTube may benefit from a ban as creators shift their efforts.

TikTok creators and their teams are starting to take the threat of a ban in the US more seriously — and some wish they had begun preparing earlier.

TikTok could be yanked from US app stores as early as January 19 unless its Chinese owner, ByteDance, divests. TikTok is challenging the law in court but was just handed another legal defeat this month.

While a ban might annoy many of TikTok's 170 million US users, it would be far more impactful for those creators who use it to make money through brand deals, its Creator Rewards Program, or other methods.

"Looking back, I wish I had encouraged my talent to focus on YouTube Shorts about a year ago — but no time like the present," said Estella Struck, founder of Viviene New York, referring to YouTube's short-form video product. Viviene New York is a marketing agency that works with brands and several TikTok-native creators.

"We're already preparing to diversify by focusing heavily on Instagram, YouTube, and even LinkedIn for short-form video content," Struck added.

Other creator-economy insiders expressed similar sentiments to BI about diversification. They generally felt that they could continue to build up audiences on other platforms or income through other gigs.

"The creator economy would take a blow, but it wouldn't be fatal," said Jasmine Enberg, VP and principal analyst at EMARKETER. "While over half of US companies use TikTok to work with creators and influencers, TikTok accounts for 17.2% of total spending."

Some parts of the creator economy could be hit harder than others, however.

Barbara Jones, CEO of Outshine Talent, said a ban "would be crushing for the e-commerce side," like those creators and brands earning money through TikTok Shop.

"Live e-commerce is really just getting started in the US, and TikTok Shop is leading the way," Jones said. "So, I think that side would be devastated. I think for content creators that make short-form content, they will be less affected."

'We are acting as if it may actually be gone in January'

Jones said she's gotten "a lot of calls of concerns and worry" about a potential TikTok ban.

Many creators and managers are putting together post-TikTok plans, even if they think there's a chance it could stick around.

"We are acting as if it may actually be gone in January despite, in my opinion, not thinking it will actually be gone," Sam Saideman, CEO of talent firm Innovo, told BI. "Best case, it doesn't go away."

Some ways of preparing are easier than others, Saideman said.

"Low-hanging fruit is to migrate fans to other social platforms," Saideman said. "Harder sells are to migrate those audiences to a place that is not reliant on algorithms such as SMS lists, email lists, or exclusive membership groups."

TikToker Joseph Arujo, who has over 830,000 followers, said he believes that even if TikTok is banned, it'll be short-lived, and ByteDance would be forced to sell.

"I think it's scary now that there is this deadline," Arujo said. "But I'm weighing out my options and going to other platforms."

Arujo isn't the only creator thinking about making changes. Justine, a content creator who has almost 260,000 followers on TikTok, said she isn't too worried about the potential ban but is thinking about "shifting a lot of focus" to Instagram and YouTube.

"I think regardless of what job you have, what role you have, having more streams of income, especially in this economy, is almost essential," said Justine, who asked her last name not be used for privacy reasons.

Creator Lauren Schiller, cofounder of the clothing company OGBFF, said that in the short term, she would post to Instagram reels, and then look to make longer-format videos for YouTube and post on her brand's blog.

A TikTok ban wouldn't impact all creators equally, Enberg said.

"A ban would be detrimental to up-and-coming creators and small businesses that rely solely or primarily on the app," Enberg said. "Big brands and established creators would also be disrupted, but can better withstand the upheaval as they're more likely to have diversified their channels and have large, engaged audiences on other platforms."

Megan, who asked her last name not be used for privacy reasons, is a stay-at-home mom who uses TikTok Shop as a side hustle to earn extra income through affiliate commissions.

"It's good to save, to take the trips, to buy Christmas gifts, to live a little more not so paycheck to paycheck," she said, adding that she earned nearly $8,000 in TikTok commissions one month.

She said she planned to allocate time to her other side hustles to make money if TikTok is banned.

The platforms creators and brands are turning to

"If there's a shift, I believe Instagram will likely take center stage, especially with its direct product-linking capabilities," Struck said.

Enberg said she thought Instagram and YouTube would be the biggest beneficiaries as they both have short-form video products that are natural fits for TikTokers.

"But even if a platform can replicate the technology, they can't force a change in culture," she said. "The type of viral, FOMO and trend-driven behavior doesn't exist on reels, even as the platform has tweaked its algorithm to better serve relevant content, including from smaller creators, to users."

Nya-Gabriella Parchment, cohead of brand partnerships at influencer firm Digital Brand Architects, said a lot of brands are betting on Instagram reels.

"It's easier to convert on Instagram, with ways to link out, so usually brands still use Instagram as their bedrock," Parchment said.

Parchment said creators are also interested in Snapchat again.

Arujo is one of them.

"Ever since the first threat of a TikTok ban, I decided I'm not going to rely on just this," Arujo said.

"Snapchat has been my No. 1," he said.

EMARKETER is owned by Business Insider's partner company Axel Springer.

• 2024 has been a solid year for creator-economy fundraising.
• Creator startups focused on AI, e-commerce, influencer marketing, and newsletters drew in dollars.
• These 17 startups raised at least $10 million in 2024 — totaling over $900 million.

Money is still flowing in the creator economy, even as the investor hype cycle has died down.

In 2024, 17 creator startups raised at least $10 million in new funding, totaling over $900 million. A large amount of that investment went toward creator companies whose work overlaps with trendy categories, such as artificial intelligence or social shopping. But tried-and-true business models like influencer marketing and newsletter subscriptions also scored new rounds.

"For the second year in a row, the trends kind of stayed the same. AI, community, and revenue diversification for all creators," said Ollie Forsyth, a former senior manager at the investment firm Antler who now writes the newsletter New Economies.

Startups that offer automated dubbing, AI editing, or generative AI features — such as Captions, ElevenLabs, and OpusClip — all raised hefty rounds this year. Social-commerce startups like ShopMy and Levanta captivated venture firms, alongside newsletter companies like Beehiiv, Workweek, and Substack.

A few startups — Agentio, Beehiiv, and Captions — that raised capital in 2023, when creator-economy investments were at a low ebb, also raised again in 2024. Meanwhile, some venture firms have consistently tapped into the creator space, such as AlleyCorp, Inspired Capital, and Volition Capital.

Investor interest in the creator economy surged when social-media consumption spiked during the COVID-19 pandemic, but then fell off dramatically. It's now steady, Forsyth said.

"We're no longer in the hype cycle," he said. "Maybe it has lost its trendiness a tiny bit, but it's stabilizing, which is needed."

Business Insider worked with data providers PitchBook and Crunchbase to sort through fundraising data in order to highlight big creator startup rounds from 2024. We focused on companies whose products significantly impact the businesses of creators and their partners.

Here are 17 of those companies, listed in alphabetical order:

1. Agentio, an ad platform streamlining creator-brand marketing on YouTube, raised a $12 million Series A. The round, announced in November, was led by Benchmark and included returning investors Craft and AlleyCorp (the latter firms co-led Agentio's $4.25 million Seed investment last year). Agentio's Series A is being used to scale the startup's go-to-market teams and expand its product offerings beyond YouTube creator ads.

2. Beehiiv, a newsletter platform competing with Substack, raised a $33 million Series B this year — $32 million from venture capital investors like Lightspeed Venture Partners, New Enterprise Associates, and Sapphire Ventures, and $1 million from a crowdfund. Beehiiv will use the money to expand hiring, build its ad network, and continue its M&A strategy (the startup acquired Typedream in May).

3. Cameo, a video shout-out platform for celebrities and creators, raised $28 million with participation from Kleiner Perkins, Valor Siren Ventures, Endeavor Catalyst, and cofounders Steven Galanis, Devon Townsend, and Martin Blencowe. The aim of the raise was to build out Cameo for Business, an offering focused on connecting its creators with brands for promotional content, per a company spokesperson.

4. Already on its Series C round after launching in 2021, AI video startup Captions closed a $60 million round in July led by Index Ventures. The round included returning investors like A16z and Sequoia Capital, as well as new investments from Adobe Ventures, HubSpot Ventures, and Jared Leto. Captions will use its funding to grow its machine learning team and in-house research, and also shared plans to invest $100 million into generative video research.

5. ElevenLabs closed an $80 million Series B round at the start of the year, led by A16z, Nat Friedman, and Daniel Gross. Other firms, like Sequoia Capital, Smash Capital, and SV Angel, joined the round. The startup announced at the time that the raise would be used to "refine" its products and safety measures in the deployment of AI.

6. Flip, a social-shopping platform set up in a TikTok-like feed, raised $144 million in a Series C round led by Streamlined Ventures with participation from advertising firm AppLovin, the companies announced in April. Flip planned to integrate marketing tech from AppLovin as part of the deal.

7. Infinite Reality, a tech company that owns talent-management firm TalentX, Drone Racing League, and other holdings, closed a $350 million fundraise from an undisclosed family office, the company said. The investment was meant to support efforts in hiring, with a focus on tech and product, as well as allow the company to pursue M&A opportunities.

8. Influur, an influencer-marketing platform, closed a $10 million Series A in November, led by Point72 Ventures and HTwenty Capital. The startup will use its funding to develop products like AI tools to help brands predict campaign performance and fintech tools for its users.

9. Levanta, an affiliate-marketing company that connects Amazon sellers with creators and other affiliates, raised $20 million in a Series A round led by Volition Capital. The company said the round would help it grow its business development team and improve its user experience.

10. OpusClip, an AI video editing platform that helps creators turn long videos into short clips, closed its Series A in April, bringing total funding to $30 million, per the company. Millennium New Horizons led the startup's Series A with participation from other investors like AI Grant, DCM Ventures, Samsung Next, GTMfund, and Alpine VC, among others. The company said it plans to use the funding to build its products and grow its team.

11. Passes, a subscription and memberships platform for creators, raised a $40 million Series A round in February from Abstract Ventures, Crossbeam Venture Partners, and individuals like Alexandra Botez, Emma Grede, and Michael Ovitz. The funding will be used for hiring and product, CEO Lucy Guo told BI.

12. Podcastle, a content-creation platform for podcasters, closed a $13.5 million Series A round led by Mosaic Ventures, with participation from returning investors Sierra Ventures, RTP Global, and Point Nine, among others. The company is using the funding to expand its AI and video products and grow its team with a new base in London.

13. ProRata.ai, a startup focused on helping creators and media firms get compensation for contributing to generative AI products, raised $30 million in a rolling Series A that closed in Q4, led by Mayfield Fund and other investors like Revolution Ventures, Prime Movers Lab, and Calibrate Ventures.

14. ShopMy, an affiliate and influencer-marketing company, raised an $18.5 million add-on to its Series A in March, closing the round at $26.5 million. The startup previously told BI that it raised from firms like Inspired Capital and AlleyCorp to grow the platform and attract more brand and creator partners.

15. Slushy, an adult-content platform competing with OnlyFans, raised a $10.2 million seed investment that closed in June. The round included investments from The Chainsmokers' Mantis VC, Electric Feel Ventures, and individuals like Jon Oringer (the former CEO of Shutterstock) and Sean Rad (the former CEO of Tinder). Slushy will direct its new funds toward developing its product, onboarding more content creators to the platform, and expanding into new markets.

16. Substack closed an investment round of about $10 million (the company directed BI to Axios' reporting on the matter) in the fall. Substack recently announced that it had 4 million paid subscriptions on its platform. It has worked to ramp up in-person events this year.
17. Workweek, a business-focused newsletter startup, announced a $12.5 million Series A round in June led by Next Coast Ventures. It's using the investment to build out a professional networking service for Workweek's subscribers.

• LinkedIn has been gradually rolling out a TikTok-like video feed.
• Some creators say making videos has supercharged their engagement on the platform.
• LinkedIn is encouraging creators to post "short" and "snappy" videos.

LinkedIn is taking aim at TikTok — and creators are intrigued.

Since the spring, the Microsoft-owned platform has been gradually rolling out a TikTok-style vertical video feed that features career advice, industry news, and other creator content. A LinkedIn spokesperson said "most" users now have access to it. Videos can also appear in the app's main feed.

Meghana Dhar, a creator with 15,000 LinkedIn followers, said her LinkedIn "engagement has just exploded" since she started posting videos. She added that LinkedIn moving toward video "indicates that they're taking creators really seriously."

Several creators, including Dhar, told BI that they often see much more engagement and impressions on their video posts than on their text or photo ones. Engagement refers to interactions with a post, such as a like, while impressions are how many people view a piece of content.

Dhar said, for example, that a recent text post she shared on LinkedIn got about 10,000 impressions, while a video of her talking to the camera hit over 2 million impressions. Marketing strategist Caroline Giegerich found that her LinkedIn video posts reached three times as many people as her text posts did.

A LinkedIn spokesperson said video posts — including videos shared from individual profiles and pages — get 1.4 times as much engagement on average as other posts on LinkedIn.

While the concept of LinkedIn video might feel strange to some users, it could be a key for the platform to cement itself as a core platform for creators, unlock more ad revenue, and keep people checking their feeds regularly. The top platforms for creators, such as YouTube, TikTok, and Instagram, are all heavily focused on video.

"I am on a personal mission to make LinkedIn a daily habit for people," Jamé Jackson, a LinkedIn community manager, told BI. "We are so much more than just a platform for job searching."

This isn't LinkedIn's first attempt at video. In 2019, LinkedIn launched its live video product. In 2020, it launched a "Stories" feature, which lets users share disappearing videos (that shut down in 2021).

Still, there is some indication that this current, TikTok-like push might be what finally breaks through.

"Our investments in rich formats, like video, strengthen our leadership in B2B advertising and amplify the value we deliver to our customers," Microsoft CEO Satya Nadella said during the company's October earnings call. "Weekly immersive video views increased 6x quarter-over-quarter and total video viewership on LinkedIn is up 36% year-over-year."

LinkedIn's do's and don'ts for video

So, what makes a good LinkedIn video?

Jackson said to avoid creating content that "feels way too sales-y and promotional" and to keep the video to under two minutes: short, snappy, and actionable.

"The call to action is important because I always like to secretly tell people that the comments section is the liquid gold of LinkedIn," Jackson said. "The way you do that is by inviting people to the party, inviting them to the table after you've created that video, asking them to share in the comments things that they have learned."

LinkedIn has also seen an uptick in "faceless video content," where people aren't front and center, Jackson said, adding that it had generally performed well.

The platform has encouraged CEOs and executives to talk about breaking news as well, Jackson said.

Creators are using video to grow audiences but monetization lags

Creators generally say that compared to other platforms like TikTok and Instagram, LinkedIn is much less saturated — and that's an opportunity to build audiences.

"I've been posting on LinkedIn almost daily, certainly every weekday for a couple of years now," said Avi Gandhi, who has 23,000 LinkedIn followers.

Gandhi has recently focused on short-form video content, posting three to four times a week and often promoting his newsletter by calling out the name and including a link to subscribe at the end of the text post.

Career coach and creator Jahleane Dolne said she often uses LinkedIn to post podcast clips. While her largest following is on TikTok (about 34,000), Dolne said her podcast clips are a better fit for the LinkedIn audience.

Despite the audience growth for some creators, the ecosystem for making money on LinkedIn isn't yet fully developed. That may be changing, though. Three of the creators BI spoke with said they were either already working on LinkedIn-focused brand deals or actively reaching out to potential sponsors. And earlier this year, the marketing agency Creator Authority launched with a focus on LinkedIn.

However, the platform has not yet introduced a monetization program similar to those on Instagram, TikTok, or YouTube that directly pays creators.

"If LinkedIn launches monetization for videos where you could start making money from the videos that you post, that would be huge," Gandhi said. "That would be incredible and that would make it all worth it."

• Connor Franta is suing his Heard Well business partners. He says they used the company as a "piggy bank."
• Franta accuses them of embezzlement to the tune of more than $1 million.
• Lawyers for all three defendants denied the allegations to Business Insider.

YouTube star Connor Franta is suing his business partners, alleging in a lawsuit that they embezzled more than $1 million from the company they cofounded in 2015.

In the suit, filed in California Superior Court this week, Franta — a 32-year-old YouTuber with 4.8 million subscribers — is suing his cofounders in Heard Well, a music label that works with influencers. He also names the company's business manager — who is the father of one of the cofounders — as a defendant, accusing him of turning a blind eye to the alleged theft.

The business partners and manager all denied the allegations in statements to Business Insider.

The suit alleges Heard Well cofounder Jeremy Wineberg used an American Express Black Card obtained in the company's name for personal expenses, including international travel, concert tickets, tattoos, groceries, and plastic surgery. The suit says Wineberg "systematically looted the company of essentially every penny," using Heard Well funds to pay the Amex balances.

Another cofounder, Franta's former CAA agent Andrew Graham, also "converted thousands of Heard Well dollars" for personal use, the suit alleges. The suit says Graham was not "the principal bad actor."

CAA is a leading Hollywood talent agency with a digital arm that represents influencers on YouTube, Instagram, and TikTok. The agency works with creators to monetize their followings through brand partnerships, consumer products, and other business ventures. CAA is not named as a defendant in the suit.

Wineberg, and to a lesser extent Graham, used the company's earnings as "a de facto personal piggy bank," the suit alleges.

Meanwhile, Franta, in the lawsuit, said Lindsay Wineberg & Associates — Heard Well's business manager and accountant, led by Jeremy Wineberg's father — acted negligently by turning the other cheek, "and in doing so negligently facilitated the draining of over $1 million of company monies into the personal pockets of Wineberg (and Graham)."

Bryan Sullivan, a lawyer for Jeremy Wineberg and Lindsay Wineberg & Associates, said the allegations aren't true.

"The lawsuit filed by Connor Franta is without merit," Sullivan told Business Insider in a statement. Sullivan said his clients never "engaged in any misconduct."

"We intend to pursue all of our rights and expect to be vindicated in Court," Sullivan said.

John Shenk, a lawyer for Graham, told BI in a statement that his client "denies the allegations of the complaint and looks forward to defending this case in court."

Graham told BI that he no longer represents Franta, nor does CAA.

Franta has been on YouTube for more than a decade and is also the author of the memoir "A Work in Progress." He cofounded Heard Well in 2015, with each of the cofounders contributing $2,000 to capitalize the startup, according to an operating agreement that was filed as part of the lawsuit.

Heard Well published dozens of albums, but Franta "hardly saw a dime of profit directed his way throughout the company's nearly 10-year lifespan," the suit says.

This spring, the suit says, Franta learned Heard Well had fallen behind on royalty payments after a YouTube video accused the company of scamming.

Heard Well's Instagram account was active as of Thursday, though Franta said in the suit that he's been blocked from the company's social media accounts.

"Acting with integrity and respect in all my professional endeavors — especially with fellow creators — has always been a top priority for me," Franta told BI in a statement.

He said that while the matter had only recently come to his attention, he'd taken action this week "to protect the company and to facilitate its pursuit of all necessary and appropriate legal remedies."

The hustle mindset made Gary Vaynerchuk famous. But another quality has been increasingly important to the 49-year-old serial entrepreneur's staying power: empathy.

"So many of you are so much more capable than you think," Vaynerchuk said during his closing keynote at this year's VeeCon, an annual event designed to showcase his various interests, from blockchain to the creator economy. "And I can see it in your eyes that you don't think you can. And it's so blatantly obvious to me that you can. I just want all of you to know from the bottom of my heart, you're dramatically more capable than you think you are."

The audience ate it up.

Vaynerchuk, also known as Gary Vee, has built a legion of fans, many of whom are young men, by evangelizing hard work. He has 50 million social followers, including 15 million on TikTok. He's also drawn critics who say he glorifies a toxic hustle culture and capitalism. For years, his Twitter handle read "a dude that Loves the hustle." In recent years, though, his message has become less shouty and more affirmative, a shift that's coincided with a growing desire for empathy and national attention to the plight of young men.

This turn, like so many in Vaynerchuk's career, has involved a combination of personal branding and business. He launched a direct-to-consumer wine brand called Empathy Wines, which he later sold to Constellation Brands. He started VeeCon to sell his line of cartoon characters, VeeFriends, that personify positive characteristics, like Capable Caterpillar. It's partly this constant evolution — and ability to adapt to cultural trends — that has helped Vaynerchuk's 15-year-old advertising holding company, VaynerX, get on track to post $300 million in revenue this year. That figure, which he revealed for the first time to Business Insider, has more than doubled in the past five years and outpaced growth in the ad industry overall.

In the collection of podcasters and other media figures sometimes called the manosphere, Vaynerchuk is closer to Scott Galloway than Joe Rogan. His schtick lands with a generation that's grown up with — and is now exhausted by — social media, which encourages constant comparisons with others. He understands that many young men have fallen behind but aren't necessarily looking for a handout. Rather, they often want a path toward self-reliance.

Vaynerchuk says his brand's softer turn started when he noticed a lot of fear in his DMs.

"I started to realize in probably in 2015 and '16 that there was just a lot more insecurity in the world," he told BI. "I think I took for granted how well I was parented. And that started me to really start to talk about the why, and that got me more into empathy."

Vaynerchuk has also maintained a safe distance from politics, which seems savvy now as some other CEOs clam up to avoid getting caught up in the culture wars.

"I was a no-go when it was much more popular five, seven years ago," he said of talking politics. "I don't trust the American consumer right now in that I just think we're overly emotional. We're very far away from the middle, and so I really couldn't find a way to feel great about it. I care about my employees too much and the thought of doing things that immediately makes half of them not feel good just did not feel right."

Friends float other theories for the gentler Vaynerchuk. He recently went through a divorce (and is now engaged). It's no longer the early days of the internet when you often had to be loud and obnoxious to get hidebound CMOs to pay attention to digital media. Whatever the reasons for the shift, it appears to be a good business move.

"In the beginning, it was, 'That's dumb, that's dumb,'" Jon Halvorson, SVP of Mondelez and a longtime client, said of Vaynerchuk's rhetoric. "I think it's appealing because a good yelling is fun, but people want a consistent partner. I don't want a rock star, I want Ted Lasso."

Can Vaynerchuk stay relevant in the AI age?

Vaynerchuk made a name for himself helping companies jump on social-media trends, but many in the industry are wondering what his next big act will be. CMOs no longer have to be convinced to embrace social media, and many have even bypassed agencies like VaynerX altogether to take that work in-house.

Agencies like VaynerX have had to diversify. Social marketing is still the company's core, but revenue is increasingly driven by other things like consulting and overseas expansion, which the company says now represent 10% and 20% of revenue, respectively. It employs nearly 2,000 employees from New York to Singapore, up from about 800 people in 2019. Vaynerchuk said he sees revenue doubling again in the next five years.

Still, the ad industry is staring down major potential disruption as generative AI threatens to automate a lot of the work agencies do.

As for Vaynerchuk himself, he still bangs the drum about social-media marketing, but his passions have expanded to include Meta's Ray-Bans (Vaynerchuk is an investor in Meta), which he thinks could replace the phone. He's big on live social shopping, which he predicts will blow up next year.

He's also styled himself as something of an AI guru. Vaynerchuk's stance is that business leaders should find a middle ground — staking out a lane that it'd be hard to disagree with.

"Don't demonize it, like we'll never do AI; that's bad for humanity," he said. "Or the other way: 'Oh great, we don't need to do anything else; AI will take care of it.' So let's not get too high on it. Let's not get too low on it."

How the Vaynerchuk flywheel works

Vaynerchuk calls VaynerX the "operating system for everything I do professionally for the rest of my life."

When the Fox streaming service Tubi sought help promoting itself to Gen Z, Vaynerchuk tapped his influencer connections to help. Other work provided the basis for "The Z Suite," a workplace comedy starring Lauren Graham ("Gilmore Girls," "Parenthood") and set at a New York ad agency; Vaynerchuk is executive producing. Empathy Wines grew out of the company. VeeFriends promotes VeeCon, which in turn showcases Vaynerchuk's other businesses. The list goes on.

"He's proven you can take this value of a personal brand and use it to create value in other services," said Brian Morrissey, former president and editor in chief of Digiday and founder of The Rebooting, a newsletter focused on the media industry.

For CMOs, Vaynerchuk's massive social presence and ability to master the platform du jour is a big part of the value he brings.

"The fact he has 10 million followers on Instagram shows he understands how the platform works, so I do put a lot of weight on his recommendations," said Sandeep Seth, chief growth officer of Tapestry and CMO of its Coach brand. "He's not just selling me a theory. So I definitely value that expertise he brings."

Being a CMO can also be a lonely job in the current market — they often have more responsibility and fewer resources to get it done, and their tenures are generally getting shorter — and he's won clients' loyalty by being available. Access to Vaynerchuk's personal network, nice wines, and, for the lucky few, a ride on a Vaynerchuk-chartered plane to industry events like the Forbes CMO Summit doesn't hurt.

"They get CMOs who are interested in a relationship with him," Halvorson said. "It creates a lot of inbound interest."

At a time when household names in advertising like legends David Ogilvy or Leo Burnett are largely gone, Vaynerchuk is something of an anomaly.

"In a world in which tech and data dominate, larger-than-life personalities are increasingly hard to find," said Andrew Essex, former CEO of Droga5 who's now senior managing partner at consulting giant TCS. "For some, a CEO with so much heart might feel anachronistic. Gary is the rare exception who can pull it off."

Is there a Vayner without Vaynerchuk?

The big question for many personality-led companies like Vaynerchuk's is whether they can transcend their leaders.

Walk around VaynerX, and its founder's presence is everywhere, from the framed inspirational quotes on the wall to the conference rooms named after his passions (the New York Jets, Empathy Wines). Naysayers say his personal brand is still bigger than his company; Vaynerchuk has 22 times as many followers on X as VaynerMedia. The agency isn't a huge buyer of TV advertising, which holds it back among marketers of a certain size, nor is it widely considered a destination for big-name execs or a feeder for prestigious marketers like Apple.

Vaynerchuk insists the company is no longer synonymous with him, thanks to the team he's built under him. In fact, he said, the onetime upstart is on such a strong footing now that he now worries about complacency setting in.

"I feel like very senior industry people would consider working at VaynerMedia where seven years ago they would laugh at the idea," he said. "So, I think we are the future establishment."

That's not to say he sees himself letting the place run without him.

Vaynerchuk said he sees himself naming his replacement in five to 10 years, at which point he would move into an active chairman role, running VeeFriends or scratching another longtime itch: buying and reviving bygone brands like Ocean Pacific.

"Could JC Penney's come back in a different form as a social live shopping show?" he mused.

Vaynerchuk prides himself on being a hands-off manager and says he'd let the new CEO run the company. But he won't disappear, either.

"I would just be driving another car, and if that person driving the VaynerX car would like me to come in and sit in the passenger seat and brainstorm some stuff or help, then I'm very there for that," he said.

• Influencers and other affiliates drove about 20% of US Cyber Monday revenue, per Adobe Analytics.
• Posts with affiliate links were six times as likely to lead to a sale as other social content was.
• Social shopping has been on the rise in the US, as platforms like TikTok lean into e-commerce.

Influencers are helping to boost sales this holiday season — and getting paid to do so.

Social-media influencers and other content makers that recommend products via affiliate links helped drive about 20% of US e-commerce revenue on Cyber Monday, according to new data from Adobe Analytics. That's a roughly 7% year-over-year increase from 2023, the company said.

Affiliate linking is a marketing strategy where a figure of influence, such as a TikTok star or a product-review writer at Wirecutter, shares an item and earns a commission if someone buys it via a referral link.

Adobe Analytics found that products promoted via an affiliate link were six times as likely to lead to a purchase compared to content posted on social media by a brand or user that did not contain an affiliate-marketing or comparable promotional link.

This suggests that professional product endorsers are more effective at driving sales than other social-media users, Taylor Schreiner, a senior director at Adobe Digital Insights, told Business Insider.

"We're bombarded with information from all sorts of different channels, and people are finding that a recommendation from another brand they trust, be it an individual or a broader one, is of a lot of value to them in this attention-sapped environment," Schreiner said.

Affiliate marketing has become an increasingly important tactic for driving e-commerce sales as more consumers, and young shoppers in particular, turn to bloggers and other digital creators to decide what to buy. Fifty-two percent of 18- to 29-year-olds said their purchase decisions were influenced by social-media creators either somewhat or very often, per a YouGov survey conducted in December 2023.

Companies like Amazon, Walmart, and LTK have spent years building affiliate programs to compensate creators who drive sales.

LTK cofounder and president Amber Venz Box told BI that the company's creator partners were "able to earn a commission on pretty much every product that they're talking about, featuring, and using in their own lives." LTK said its creators drive billions in retail sales annually.

Social shopping has generally been on the rise this year, as platforms like TikTok introduce more robust e-commerce features, including live shopping. TikTok Shop drove over $100 million in single-day sales on Black Friday, a company spokesperson said.

Overall, consumers spent a total of $13.3 billion on e-commerce in the US on Cyber Monday, a 7.3% increase from the previous year, Adobe Analytics reported. Online spend for the five-day period between Thanksgiving and Cyber Monday reached  $41.1 billion. For its estimates, Adobe said it analyzes commerce transactions online across over 1 trillion visits to US retail sites and 100 million unique products, or SKUs.

• Alex Cooper announced a new product: an electrolyte drink called Unwell Hydration.
• The "Call Her Daddy" star said the drink is low in sugar and contains B vitamins.
• Cooper's move follows a trend of celebrities launching beverage brands.

Alex Cooper is getting into the beverage business.

The "Call Her Daddy" host announced on Wednesday that she'd be launching Unwell Hydration, an electrolyte beverage, early next year. The brand's website says it will be available on January 1.

"What could be my first consumer product? Probably something that would make the most sense would be that it could integrate into your unwell lifestyle," she said at Wednesday's DealBook Summit, a nod to her media network, Unwell.

She said the beverage would be marketed primarily to women, be low in sugar, and contain B vitamins. Its website says it will be "gently caffeinated" and come in strawberry, orange hibiscus, and mango citrus flavors.

The drink is a partnership with Nestlé. Cooper did not specify the ownership structure of the endeavor.

"Every time I went to pick up an energy drink or any type of hydration drink, it's all catered to men," she told DealBook's Andrew Ross Sorkin.

Still, it's hardly the first celebrity beverage on the market.

Energy or hydration drinks backed by famous faces date back to at least the early 2000s when 50 Cent partnered with Vitamin Water in a deal that Forbes reported led to a $100 million payday. There have been several others since. For example, 50 Cent launched a follow-up beverage brand, Street King, which is now defunct; Dwayne Johnson created Zoa; and Kim Kardashian has Alani Kimade.

Perhaps the most successful of the bunch has been Prime Hydration from YouTubers Logan Paul and KSI. While the company has been facing legal battles in recent months, it surged in popularity after its launch in 2022. Bloomberg reported that sales were on track to exceed $1.2 billion for 2023.

Then there are the celebrity alcohol brands, some of which have turned out to be extremely lucrative. George Clooney pocketed more than $200 million when he sold Casamigos to Diageo in 2017, Sean Combs earned nearly $1 billion over his decade-plus-long partnerships on Cîroc and DeLeón, and Ryan Reynolds and his partners sold Aviation American Gin for $610 million.

Cooper could also soon jump on that trend. In November, Cooper's company filed a trademark application with the US Patent and Trademark Office for a product called "Popular Vodka by Unwell" consisting of alcoholic beverages (except beer), including distilled spirits, fruit spirits, liqueurs, liquors, vodka cocktails, and prepared cocktails consisting primarily of distilled spirits.

Cooper has been expanding her media business as well. Last year, she launched Unwell Network, which produces a slate of podcasts by influencers like Alix Earle, Harry Jowsey, and Madeline Argy. In August, Cooper signed a three-year deal with SiriusXM that was valued at up to $125 million.

• Spotify has become a leading platform in podcasting for creators.
• The platform shared exclusively with Business Insider its top 10 breakout podcasts of 2024.
• The list includes shows such as "Talk Tuah" with Haliey Welch and "PlanBri Uncut."

Spotify, along with YouTube, has become a top destination for podcasting and launched features to help creators gain success with audio and video shows.

But who has been able to break out on the platform this year? Spotify shared exclusively with Business Insider its list of the top 10 breakout podcasts of the year. The list includes shows such as "Talk Tuah" with Haliey Welch and "PlanBri Uncut" with Brianna "Chickenfry" LaPaglia and Grace O'Malley.

Spotify said the list was derived from factors including audience growth, who had the biggest cultural impact, and which shows created trending moments.

The most popular podcasts on Spotify overall this year were "The Joe Rogan Experience," which topped the Spotify charts for the fifth consecutive year, along with others such as "Call Her Daddy," "Huberman Lab," and "This Past Weekend w/ Theo Von."

Spotify has made a major push into video podcasting this year as it looks to compete with YouTube. An April survey conducted by Cumulus Media and Signal Hill Insights found that YouTube was the top platform for podcast streaming in the US, followed by Spotify.

Last month, Spotify announced a rebrand of its "Spotify for podcasters" program to "Spotify for creators," signaling a wider interest in creator talent. The company also announced new features, including a mobile-app experience for creator analytics and monetization.

Here are Spotify's top 10 breakout podcast creators of 2024:

• "Joy of Missing Out (JOMO)" is a show about tech, life in your 30s, and relationships, hosted by content creator Chloe Shih, who previously worked as a product manager for TikTok and Discord, and Eric Wei, cofounder of the creator fintech startup Karat Financial.
• "Black People Love Paramore" is a podcast hosted by Sequoia Holmes on the underrepresented interests of Black people.
• "Pretend" is a documentary and true-crime podcast by the podcast production company Creative Babble about the history behind cult leaders and con artists.
• "I'm Right You're Wrong" is a weekly podcast hosted by the comedian and influencer Isa Medina. In each episode, Medina invites a guest to discuss various ethical questions, such as whether it's right or wrong to be a Swiftie or to keep a situationship.
• "Small Ball with Kenny Beecham" is a basketball analysis show hosted by Kenny Beecham and produced by Enjoy Basketball and Vox Media.
• "PlanBri Uncut" is a Barstool Sports show hosted by the influencers Brianna "Chickenfry" LaPaglia and Grace O'Malley and sponsored by Pirate Water.
• "Talk Tuah with Haliey Welch" is a show featuring Welch, also known as the "Hawk Tuah Girl," who gained fame this year from a viral TikTok meme.
• "We Need To Talk with Paul C. Brunson" is an interview and commentary show about personal growth and relationships.
• "Obsessed with Brooke Averick" is a weekly show hosted by the TikTok star and comedian Brooke Averick. It dives deep into her fandoms and obsessions, such as Broadway and "Criminal Minds," and is produced by TMG Studios.
• "In Your Dreams with Owen Thiele" is an interview show themed like a sleepover and hosted by the comedian Owen Thiele. It's produced by Alex Cooper's media company, Unwell.

Correction: December 4, 2024 — An earlier version of this story misspelled Haliey Welch's name.

• Alex Cooper, the host of "Call Her Daddy," has been teasing a secret project.
• She also recently filed a trademark application for a product called "Popular Vodka by Unwell."
• The filing suggests Cooper could soon be the latest celebrity to launch an alcohol brand.

The podcast superstar Alex Cooper may be the next celebrity to start a liquor brand.

A recent trademark application from the "Call Her Daddy" host's company — TRNDG IP LLC — suggests she's looking to launch a vodka venture.

Cooper filed a trademark application last month with the US Patent and Trademark Office for a product called "Popular Vodka by Unwell" consisting of alcoholic beverages (except beer), including distilled spirits, fruit spirits, liqueurs, liquors, vodka cocktails, and prepared cocktails consisting primarily of distilled spirits.

She also teased on Instagram a secret project, which she said would launch on Wednesday. She didn't immediately respond to a request for comment on whether the coming launch was related to a liquor brand.

Celebrity-backed alcohol brands have been a popular product trend for years, from Kendall Jenner's tequila brand, 818, to Ryan Reynolds' Aviation American Gin.

Cooper's business spans digital and traditional media, including Unwell Network, which produces a slate of podcasts by influencers like Alix Earle, Harry Jowsey, and Madeline Argy.

In August, Cooper signed a three-year deal with SiriusXM that was valued at up to $125 million, multiple outlets previously reported.

• TikTok recently hosted an invite-only creator summit in LA where it shared tips and best practices.
• Employees and creators shared advice on how to increase engagement and earnings.
• Here are 10 ways to produce higher-quality content on TikTok, according to one of its staffers.

TikTok isn't showing any signs of slowing down in advance of a potential US ban — or even acknowledging it. Instead, the platform is running business as usual for creators, and sharing tips and advice on how to make better content.

One of TikTok's creator managers, Norissa Samuels, recently shared 10 best practices for posting on TikTok in a keynote presentation at an invite-only creator summit in Los Angeles.

The conference's presentations left out any mention of the divest-or-ban bill, which could see TikTok removed from US app stores as early as January 19.

Instead, the speakers, including Samuels, zeroed in on one phrase: "high-quality content."

They defined it as content that drives growth and showcases an in-depth understanding and expertise. At the event, the company said that this type of content performs better on TikTok's horizontal video tool for longer videos. TikTok also said that, in general, "high-quality content" is a key to getting more views and making more money from the platform.

Samuels shared in a presentation 10 tips for creating better content and mastering storytelling:

1. Have a clear beginning, middle, and end.
2. Like an elevator pitch, keep an audience engaged throughout the video.
3. Engage, then explain. Grab the viewer's attention in the first five seconds with a strong hook.
4. How to craft a strong hook: Answer a question, tease the end result, or create a funny moment.
5. Move locations, use trendy sounds or music, voice-over, or lean into effects and text.
6. Go in-depth and make people learn or feel something new.
7. Solve a problem, bust a myth, share a hack, elevate the everyday, share an inventive idea, or teach step-by-step.
8. Prioritize production value with high-quality visuals, edit with quick cuts and captivating shots, and use transitions and fast-paced storytelling.
9. Think like a director: Prep costumes, lighting, sound, and framing beforehand.
10. Be intentional with your aesthetic. Stick to one that will reflect your brand.

• Influencers must adapt to keep up in an oversaturated market.
• Audiences are tired of ads and seek authentic, expertise-driven content.
• Platforms like VSCO and Reddit have gained traction, with users craving genuine communities.

A splintered social media world is on the horizon — and it's paving the way for a new, more authentic breed of influencer.

"People are just trying to find authentic communities," Eric Wittman, CEO of photo-editing app VSCO, told Business Insider.

Wittman pointed to Reddit's surge in users and skyrocketing earnings as an example. Bluesky's user base has also risen in recent weeks to 21 million, and Mastodon is seeing more modest growth, with about 90,000 new sign-ups this month, according to its CEO.

In a white paper published earlier last year, Chand Rajendra-Nicolucci, who researches digital public infrastructure at the University of Massachusetts Amherst, said there's a reboot taking place.

He believes that will include the rise of "very small online platforms" that host the kind of intimate conversations that are lacking on today's major platforms.

"It will create a lot more fragmentation in the market," said Wittman. "It's going to be more interest-driven and more community-driven, which I think is healthy."

Trust is key, losing it is costly

Audiences appear to be more discerning. Some are getting cynical about sponsored posts and bored of being sold to, especially when products or brands don't align with their values.

For example, TikTok can feel like a pseudo-shopping channel where every other video seems to be an ad.

Kate Smoothy, an SEO specialist and the founder and director of Webhive Digital, is also a content creator with 47,000 TikTok followers. She told BI she only partners with brands that she believes in because she values her audience's trust.

"As soon as you lose that trust, you may as well kiss the whole content creator thing goodbye," she said.

Smoothy said she sees things changing, with different "tiers" of content creators emerging from the industry's oversaturation. The top ones will have prioritized their community and built trust with their audience.

"Ultimately, the 'lower down' creators will struggle to establish themselves or pivot as the industry adapts to new platforms and changes in trends," Smoothy said.

New social media horizons

Lucy Edgerley, the head of influence at the global social media agency Born Social, told BI that Gen Zers, in particular, are craving creativity, entertainment, and inspiration.

Some may choose alternative platforms like VSCO, Bluesky, and Mastodon over the major players of Instagram, TikTok, and X.

Others are following their favorite creators to subscription services like Substack or Patreon.

"Platforms like Pinterest, which foster ideas-driven content, are thriving because they align with this demand," she said.

Wittman said that 57% of VSCO's user base is between the ages of 18 and 24, and the app is seeing a million new sign-ups a month. He pointed to the lack of ads on the platform — none if users opt for the paid service, which starts at a monthly fee of $2.50.

"We are very restrictive on who can advertise on our platform," Wittman said. "When we do these brand partnerships, we want to make sure that it's a brand that kind of suits our principles and philosophies as well."

Young people who have grown up with social media are learning the lessons about the dark side of it — the mental health toll, the bullying, and the over-consumerism — the hard way, he said.

"They're looking for healthier places to go to where they're not feeling manipulated," he said.

Intellectual influencers will thrive

Not everyone sees it this way. While newer platforms such as Threads and Bluesky are reporting impressive numbers, Kim Murray, the founder of the influencer marketing agency Virality Boost, told BI that many influencers are likely to stay put with what they know.

"Most creators find it challenging to build and maintain audiences across an ever-expanding array of platforms," she said.

Audiences are already more selective than they used to be, she added, so influencers will have to evolve wherever they are, regardless of their follower count.

"This shift signals a transformation rather than an endpoint," Murray said. "The real opportunity lies in how influencers adapt to meet this heightened selectivity by focusing on distribution strategies that deliver genuine value to both audiences and brands."

Wittman said the bar has been raised, and he sees a move toward "intellectual influencers" emerging, where people gravitate to creators who offer something unique.

"They actually want experts," he said. "They want it to be fun, and they want it to be creative. They don't want just some crazy infomercial."

Edgerley agreed we're witnessing a shift. Despite the success of YouTube shorts and TikTok, long-form storytelling is on the rise, she said, suggesting users want deeper engagement rather than endless scrolling.

"Ultimately, it's about meeting audiences with humor, inspiration, and substance," she said. "Not just ads."

• TikTok could be pulled from US app stores as early as January 19.
• Without a last-minute sale or presidential or Supreme Court intervention, TikTok's US future is dim.
• Business Insider is tracking TikTok's battle for survival as its US divestment deadline nears.

TikTok could soon be gone from the US.

Congress passed a law in April that set a nine-month deadline for TikTok's owner, ByteDance, to divest from the app or be booted from US app stores. The US government is on track to force the app out on January 19, the day before Donald Trump takes office. There's a possibility that President Joe Biden could extend that deadline by 90 days, but he hasn't said he will.

So will a TikTok ban actually happen?

Many of the app's stakeholders are acting as if it won't. TikTok employees, business partners, and creators are going about their business largely as usual, even with a divestment deadline looming. Some may expect the ban attempt to fail, as it has in the past.

Read more about why TikTok's main constituents aren't panicking about a ban.

TikTok has faced threats of banishment at both the state and the federal level before, and judges have repeatedly struck down ban attempts following legal challenges.

It challenged the divest-or-ban law in the US Court of Appeals for the District of Columbia Circuit, but the three-judge panel ruled against the company in December. That outcome was expected, as September oral arguments didn't go well for the company and judges in the DC Circuit tend to be deferential to Congress on issues of national security, even in cases where Americans' First Amendment rights are at stake, legal experts previously told Business Insider.

"The First Amendment exists to protect free speech in the United States," the ruling says. "Here the Government acted solely to protect that freedom from a foreign adversary nation and to limit that adversary's ability to gather data on people in the United States."

While there is bipartisan support in Congress for a TikTok ban, support for a ban is fading among the American public. In a Pew Research Center survey of US adults from July and August, about one in three respondents (32%) supported a government ban, down from 50% in March 2023.

If the courts don't save TikTok, will Trump?

On December 9, TikTok filed an emergency motion for an injunction to stop the ban until its "appeal of the decision by the Court of Appeals for the DC Circuit is heard by the US Supreme Court." That motion was denied on Friday by the court, leaving it to the Supreme Court to decide TikTok's fate.

On Monday, TikTok filed an emergency request to the Supreme Court for an injunction against enforcement of the law. The court has agreed to hear oral arguments on January 10. Besides the Supreme Court, TikTok may have another path to survival.

Trump has said he would try to save TikTok once in office, a flip-flop from his position during his first presidential term. He met with TikTok's CEO Shou Chew on December 16, and said during a press conference that day that he would "take a look at TikTok" and had "a warm spot in my heart for TikTok."

Legal experts previously told BI that Trump could try a few tactics to keep TikTok around, including telling his Justice Department not to enforce the divest-or-ban law or attempting to skirt it through strategic interpretations of its text. Both strategies would be tough to pull off, however.

"Because the law was enacted by Congress, I'm not sure how much wiggle room a future Trump administration would have to ignore it," G.S. Hans, a clinical professor of law at Cornell Law School, previously told BI.

Read more about the obstacles facing Trump if he decides to try to rescue TikTok.

Trump could also try to broker a sale of TikTok's US assets to a non-Chinese company, a remedy prescribed in the divest-or-ban law. ByteDance has previously said it wouldn't sell TikTok, but it could be the simplest option for keeping the app around in the US.

A TikTok sale seems to be the preferred path forward among some members of Congress. Rep. John Moolenaar, the chair of the House Select Committee on the Strategic Competition Between the United States and the Chinese Communist Party, told BI in a statement that the Trump administration "will have a unique opportunity to broker an American takeover of the platform, allowing TikTok users to continue to enjoy a safer, better version of the app free from foreign adversary control."

The Chinese government may block ByteDance from selling TikTok's US assets, and a TikTok sale could become a bargaining chip in larger US-China trade negotiations.

Why TikTok is a main character in the US-China trade wars

Government officials have been worried about TikTok's growing influence in the US for years.

Its owner, ByteDance, is based in China, a country the US has deemed a foreign adversary. This has sparked fears among some officials that the company could be compelled to hand over sensitive US user data from TikTok to the Chinese Communist Party. Some members of Congress have raised concerns that TikTok could be used as a CCP propaganda tool.

TikTok has previously said that it does not share information with the Chinese government and that its content-moderation efforts are run by a US-based team that "operates independently from China."

Other companies may also become targets of the divest-or-ban law

TikTok may not be the only company under threat come January.

ByteDance owns several other apps, such as its video-editing tool, CapCut, and Pinterest-like app, Lemon8, that could also be subject to the Protecting Americans from Foreign Adversary Controlled Applications Act.

The bill's text specifically names TikTok and ByteDance as covered companies. But its language is fairly broad and could affect any company that is owned by a foreign adversary and permits a user to "create an account or profile to generate, share, and view text, images, videos, real-time communications, or similar content" (i.e., social media).

The bill's framework excludes platforms where users "post product reviews, business reviews, or travel information and reviews," however, which suggests that the Chinese e-commerce platforms Shein and Temu would remain safe.

• TikTok hosted a Los Angeles creator summit focused on long-form content and monetization.
• The event emphasized high-quality content but notably left out the looming US ban.
• TikTok execs shared tips for storytelling and content creation.

In a packed Hollywood auditorium last week, TikTok gave its pitch to creators — and didn't address the fact that it could soon be kicked out of the country.

The company's creator summit in Los Angeles focused on horizontal long-form video, platform monetization, and the power of fandoms. Notably left out of the half-day conference was any mention from keynote speakers about the divest-or-ban bill that could see TikTok removed from US app stores as early as January 19.

"I'm definitely leaving that to our phenomenal legal team," Kim Farrell, TikTok's global head of creators, told Business Insider when asked directly about the ban. "But I think if you look at an event like today, there's so much momentum, there's so much positivity. We just really want to send a message to creators that we are here for them and full steam ahead."

TikTok regularly hosts invite-only events around the globe for its creators. This latest event highlighted the company's aim to compete further with YouTube in long-form content, and executives like Farrell and Melissa Tecson, the head of established creator management in North America, as well as creator manager Norissa Samuels, shared best practices.

The buzzword of the day was "high-quality content." In TikTok's view, this means well-crafted, engaging content that drives growth and showcases an in-depth understanding and expertise on a specific topic or theme.

Tecson said that, in TikTok's research, creators who made "high-quality" content earned 15 times as much per month, on average, as other creators did directly from the platform.

She also talked up subscriber communities, which let creators build paywalled feeds that viewers can access for a monthly price. Tecson said TikTok recommends having a subscriber community as a way creators can build predictable monthly revenue.

Some creators, especially micro and nano influencers, have struggled to build predictable revenue streams with recent market shifts. A survey from the influencer-marketing firm Linqia found a drop in marketers looking to hire creators with fewer than 500,000 fans and a shift toward mega influencers with millions of fans.

Tips TikTok shared with creators

In a keynote presentation, Samuels said TikTok was looking for creators who could master storytelling.

Samuels shared 10 tips for creating better content on TikTok, which could lead to stronger engagement and higher earnings:

1. Have a clear beginning, middle, and end.
2. Like an elevator pitch, keep an audience engaged throughout the video.
3. Engage, then explain. Grab the viewer's attention in the first five seconds with a strong hook.
4. How to craft a strong hook: Answer a question, tease the end result, or create a funny moment.
5. Move locations, use trendy sounds or music, voice-over, or lean into effects and text.
6. Go in-depth and make people learn or feel something new.
7. Solve a problem, bust a myth, share a hack, elevate the everyday, share an inventive idea, or teach step-by-step.
8. Prioritize production value with high-quality visuals, edit with quick cuts and captivating shots, and use transitions and fast-paced storytelling.
9. Think like a director: Prep costumes, lighting, sound, and framing beforehand.
10. Be intentional with your aesthetic. Stick to one that will reflect your brand.

Higher-quality content also performs better on TikTok's horizontal video tool, TikTok said at the event.

TikTok launched longer-form videos in 2022, and between November 2023 and April 2024, the watch time of content over one minute was five times that of short videos, the company said.

• Triller hired former TikTok product head Sean Kim to run its video app and a few other subsidiaries.
• Former T-Mobile marketing exec Kevin McGurn will no longer join as CEO of all of Triller Group.
• Triller went public in October via a reverse merger with Hong Kong-based AGBA Group Holding Limited.

Triller, a media and marketing company that once positioned itself as a competitor to TikTok, announced it's hiring former TikTok product head Sean Kim to serve as CEO of its video app.

The move comes as Triller plans the next chapter of its short-video app. It could enter 2025 in a much different competitive landscape if TikTok ends up being banned in the US.

Kim joins Triller after serving as chief product officer and president at the creator-monetization platform Kajabi. Starting on December 2, he will oversee the Triller app, a short-video platform that functions similarly to TikTok, Instagram reels, and YouTube shorts. He will also preside over a few other Triller holdings, including its influencer-marketing platform Julius, its fan engagement tool Fangage, and its AI engagement business Amplify.ai, a company spokesperson told Business Insider.

Kim will not be the CEO of Triller Group, the holding company that owns those four products as well as a text-marketing tool called Cliqz, an audience analytics platform called CrossHype, an events platform called Thuzio, and a combat-sports streamer called TrillerTV, among other businesses.

The Triller Group CEO title was meant to go to former T-Mobile marketing executive Kevin McGurn, as announced by the company in October. But he will no longer be joining Triller, the spokesperson told BI. They declined to comment on why but said an interim CEO would be named in December. McGurn did not respond to a request for comment.

The road ahead for the Triller app

Kim arrives at Triller at an interesting moment for its namesake app.

First, there are a lot more investor eyeballs on Triller Group after it went public in October through a reverse merger with AGBA Group Holding Limited, a Hong Kong-based wealth management and healthcare firm.

The company is still embroiled in legal proceedings tied to music-licensing agreements for its app. It pulled a lot of songs from major labels off the Triller app in late 2022 after Sony Music and Universal Music Group sued the company alleging unpaid licensing fees. Triller wrote in a recent filing that, as of December 2023, it owed $27.3 million in unpaid music license amounts. The company's challenges in accessing major-label music could be a handicap as it seeks to compete with other apps like TikTok or Instagram reels.

Kim also appears to be arriving as part of a strategy shift.

Last year, Triller said it would not try to directly generate revenue from its namesake app, writing in a 2023 SEC filing that "as a part of a reorganization and refocus of Triller's business in 2022, it was determined that the Triller App would not be a revenue generating business model."

But the firm seems to be changing course.

In its Wednesday press release around Kim's appointment, the company said it's preparing for the "next generation of Triller App" in Q1 2025 and enlisting Kim to "lead Triller App into its next chapter of expansion and creativity."

The company spokesperson said the Triller app is now front-and-center among its strategic priorities, and it hopes to achieve bottom-line profitability for the app on its own.

The competitive environment for short-video apps could be shaken up in early 2025 if TikTok ends up being banned in the US.

TikTok could be kicked out of US app stores as early as January 19 due to an April divest-or-ban bill passed by Congress that specifically targeted the company. TikTok is challenging the law in court, but it's not going great for the company. President-elect Donald Trump has pledged to keep the app around, but that may be tough to pull off.

If TikTok does leave the US, there may be an opening for Triller to recruit some of its users — a scenario the company attempted to capitalize on back in 2020 when TikTok similarly faced the threat of a federal ban.

This time, Triller has more competition, as top apps like Instagram, Snapchat, and YouTube all offer popular short-video features. Triller is currently ranked 147 among photo and video apps in Apple's App Store. For comparison, Instagram and YouTube are ranked 2 and 3, respectively, in that category.