$100 Million Fund for Shorts Creators On Youtube & 3 More Social Media Updates

Hey there, digital geeks. Here are the latest social media updates for your business to benefit from this week. Dig in!

1.TikTok is Exploring New Job Listing and Recruitment Tools

TikTok is currently testing a new tool that would enable brands to recruit employees on the platform, and promote their internal workplace culture to potential candidates via TikTok clips.

"The pilot program is designed to help people find jobs on TikTok and connect with companies looking to find candidates. It's also meant to help brands use TikTok as a recruitment channel."

The new recruitment platform, as it currently stands, is not integrated within TikTok itself, but is accessible via a separate web page. Through this process, brands are able to post jobs that can be shared through their TikTok clips, while users are able to share a TikTok video resume to apply, rather than a traditional document. 

A new take on LinkedIn for younger users, which provides direct connection via the medium that they're increasingly comfortable with. 

As noted by The Washington Post:

"TikTok, widely known for 15-second videos is fast emerging as a force in the job search ecosystem at a time when unemployment remains high, a new generation looks for their first jobs and pandemic isolation leads to hours of mindless scrolling."

Which seems unlikely, but also somewhat logical at the same time, particularly for those organizations that are seeking candidates with social media skills.

According to TikTok, videos using the hashtag #careeradvice generate more than 80 million video views a day per day, while career advisers like are making use of the short, engaging clips to provide actionable tips.

Spending some time in the app, searching by hashtags relevant to your business, and your niche, could uncover a whole other subculture of short clips that you never knew existed.  

And soon, it might just help you find your next best job candidates.

2.TikTok Adds New Safety Center Guides to Help Parents and Carers Keep their Kids Safe in the App

TikTok has announced some new updates including new help resources to ensure that parents understand how to best protect their kids when they're using the app:

 

The updated Safety Center includes 4 New Elements:

  • ​A new 'Guardian's Guide to TikTok', which is designed to help parents and caregivers get a better understanding of the various tools and systems on offer to help ensure users have a positive experience in the app
  • A bullying prevention guide, developed in partnership with industry experts, which offers information to help people identify online bullying, as well as an overview of the available tools TikTok has to combat harassment, and links to resources, localized for your region, to get further help.
  • A range of video overviews which outline how TikTok approaches user safety, and enforces its Community Guidelines, better explaining the platform's various policies
  • And finally, an updated set of links to more information and assistance on issues like digital literacy, well-being, and other key elements​​

This is good news for businesses looking to target moms and children on TikTok.


3.Twitter is Working on a New Set of Paid Tweets

Twitter will soon look to launch ‘Twitter Blue’, which will enable users to pay a fee of $2.99 per month to access a range of these next-level Twitter functions.

As you can see in this screenshot, Twitter Blue would provide access to new tools like Collections for Bookmarks, which would enable users to categorize their saved tweets into topic folders, while also giving users access to an ‘undo tweets’ option that would let users retract their tweets within a certain period after posting.

"Twitter is also working on tiered subscription pricing model, with one tier having more paid features than the other. For example, users on higher-priced tiers could enjoy premium experiences, such as clutter-free news reading experience (Twitter acquired Scroll recently)."

Scroll, which Twitter acquired earlier this month provides a service which enables users to pay a single subscription fee to Scroll which is then applied to each individual article that they read from partner sites, enabling users to avoid paywalls, and remove in-content ads, without having to subscribe to every publication individually. Scroll then passes on the relevant fees from your Scroll subscription to the relevant websites based on your activity.

So what other kinds of features could be on offer to lure these new tweet subscriptions?

Those possible add-ons included:

Undo send - An option to recall your sent tweets within a 30-second window

Custom color options - New ways to customize your Twitter profile presentation

Advanced video publishing tools - The capacity to publish significantly longer videos in your tweets

Profile badges - A profile badge that links back to your business/employer

Auto replies - The capacity to add auto-response options to use in your tweet replies

Social listening - More insights into your tweet engagement and discussion around your Twitter handle

Brand surveys - An option to run surveys about your Twitter ads to get more feedback

Custom stickers and hashtags - The capability to create custom stickers and 'hashflag' emoji-linked hashtags

Job ads - Optional job ad listings

Administrator role management - New options to define how staff/contractors can control Twitter your account

Insights into other accounts - More analytics options, including the capacity to see all your past reactions with any account

Education resources - Access to more Twitter training courses and tools

4.YouTube Launches $100 Million Fund for Shorts Creators

After announcing the expansion of its TikTok-like 'Shorts' option to all US users last week, YouTube has now announced the next phase in its expanding focus on short-form content, with a new ‘Sorts Fund’ that will see YouTube pay out $100 million to top Shorts creators to provide additional support, and motivation, for their efforts. 

As explained by Youtube :

"We’re introducing the YouTube Shorts Fund, a $100M fund distributed over the course of 2021-2022. Anyone is eligible to participate in the fund simply by creating unique Shorts that delight the YouTube community."

That could be a big boost for Shorts content, while also providing additional motivation for YouTube stars to post to Shorts, instead of testing the waters on TikTok instead.

In variance to YouTube's regular monetization process, via its Partner Program, YouTube will offer this new Shorts funding to the Shorts clips that see "the most engagement and views" each month - so long as users "create original content for Shorts and adhere to our Community Guidelines".

So while direct payments for top Shorts content is a big initial outlay, eventually, YouTube will look to build an ads infrastructure on top of the current model, in order to feed into that monetization stream.

Which is where YouTube can really win out.

First off, YouTube is adding a new option that will enable users to remix audio from other YouTube clips:

" This means you can give your own creative spin on the content you love to watch on YouTube and help find it a new audience."

In addition to this, YouTube's also adding auto-captions for Shorts.

If YouTube can convince a few of the bigger TikTok stars to come across, and post to Shorts exclusively instead, that could turn the tide quickly - and direct payments, through this new program, could, at the least, prompt more of YouTube's own stars to stay home, as opposed to branching out to TikTok instead. 

Stay tuned for next Thursday's updates ;)

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