Creators are in Big Trouble After TikTok's Ban...

Hey, high-impact creator! Influencer marketing tech firm ShopMy has raised a staggering $77.5 million in its Series B funding round, pushing its valuation to $410 million. With these new resources, the company is set to expand its reach into fresh advertising categories, including wellness, maternity, family, and food and beverage. ShopMy’s innovative tools, which help manage gifting programs, identify micro-influencers, and generate commerce links, are transforming how both influencers and advertisers collaborate, offering exciting new opportunities in the influencer marketing space.

The Impact of TikTok’s U.S. Ban on Influencers

The aftermath of TikTok’s ban in the U.S. has left influencers in a tough spot, grappling with the loss of both audience engagement and crucial revenue streams.

Smaller creators, in particular, are feeling the pressure as they lack the resources to pivot quickly to alternatives like Instagram Reels or YouTube Shorts—platforms that can't replicate TikTok's unparalleled virality.

Brands, too, are rethinking their influencer partnerships, with disrupted campaigns causing further economic strain. Beyond the financial toll, creators are facing a mental health crisis, with rising anxiety, burnout, and uncertainty as they navigate this unpredictable landscape.

The ban underscores the vulnerabilities of the creator economy, highlighting the need for diversification and more supportive measures for creators in an era of shifting platform dynamics.

ShopMy Secures $77.5 Million to Diversify Influencer Marketing

ShopMy has raised $77.5 million in Series B funding, bringing its valuation to an impressive $410 million. This funding will enable the company to diversify its offerings, expanding into new advertising categories such as wellness, maternity, family, and food and beverage.

ShopMy’s suite of tools—designed to manage gifting programs, identify micro-influencers, and generate commerce links—positions the company as a powerful ally to both influencers and advertisers.

By empowering influencers to build more effective partnerships and offering advertisers a more targeted approach, ShopMy is setting the stage for a new era in influencer marketing.

This funding round signals a shift toward a more expansive and inclusive future for the industry.

Unwell Network Expands into YouTube

Alex Cooper’s Unwell Network is making a bold move by expanding into YouTube, launching a new channel set to debut on February 3.

This strategic expansion marks a significant shift as the network introduces its first original short-form series, “Read It and Weep,” hosted by Kierra Lewis. With this move, Unwell is signaling its commitment to diversifying its content offerings, especially with the growing interest of Gen Z audiences.

By branching into YouTube, Unwell is not only expanding its reach but also tapping into the platform's unique potential for short-form, high-engagement content, strengthening its position in the competitive creator landscape.

How to Engineer Your YouTube Strategy and Content Format

Building a sustainable YouTube presence isn't just about uploading videos—it's about crafting a strategic approach that consistently engages your audience. Here's how to engineer your YouTube strategy and format to maximize growth and attention.

Step 1: Understand Your Audience

Before creating content, you need to understand who you're talking to. The first thing to recognize is that attention isn’t equal across viewers.

There are four types of viewers on YouTube: lurkers, red viewers, passive watchers, and active subscribers. Your goal is to turn as many lurkers and passive viewers into red viewers—those who repeatedly return to your content.

How do you do that?

By offering predictable content that meets their expectations. Predictability is key. Just like a favorite restaurant where you know the dish will always be great, your content should be consistently satisfying.

Step 2: Define Your Content Format

The format is the backbone of your YouTube strategy. It tells your audience what to expect. There are three types of formats you should consider:

• Short-form content (<8 minutes): Ideal for quick engagement and tapping into viral trends.

• Medium-form content (8-20 minutes): Provides enough room for storytelling while maintaining viewer interest.

• Long-form content (20+ minutes): Perfect for deep dives into topics that require thorough exploration.

Pick one format to stick with for consistency. Switching between short-form and long-form videos too often could confuse your audience. Keeping your video durations steady is crucial for building a loyal following.

Step 3: Develop Your Recipe

The recipe is the unique mix that defines your content. It’s what makes your channel stand out. Focus on these three areas:

1. Personality Traits: What makes you, you? Your sense of humor, energy, and personal quirks should shine through. People subscribe to creators they resonate with—don’t hide your true self.

2. Identity: This includes your tone, style, editing, and visual branding. Are you formal or casual? Are your videos fast-paced or slow? Your visual identity should be consistent across all videos.

3. Consumability: Avoid boring content. Your videos should be engaging and well-paced. No one wants to watch a dull 15-minute video. Always keep your audience's attention in mind.

Step 4: Proof of Concept

Before diving into a full-fledged content strategy, test out a proof of concept (PoC).

This is essentially a prototype of your content format and recipe. Create 10 iterations of your concept, changing only one element each time (e.g., topic or concept). This will help you evaluate what resonates best with your audience.

The more iterations you create, the clearer the data will be on which ingredients—format, personality, and identity—are working. This step removes the randomness and helps you refine your content. Over time, you’ll have a deeper understanding of which elements drive the most attention.

Step 5: Focus on Attention Markets

On YouTube, there’s no such thing as a single market. Attention markets are dynamic and come in various forms:

• Established Markets: These are crowded but lucrative markets like gaming, entertainment, or self-help. While it’s easier to grab attention here, competition is fierce.

• Emerging Markets: These markets have a growing demand but low competition. However, they might not be around for long. Think about how AI is trending right now.

• Tiny Markets: These are niche topics with a small audience but high purchasing power. Think luxury watches or car reviews. While harder to scale, the engagement in these markets can be intensely loyal.

• Declining Markets: These are markets that once thrived but are now shrinking, like old tech or retro gaming. While harder to make money, they often turn into tiny markets with passionate followers.

The key to identifying these markets? Observation and tools like Google Trends. Look for trending topics and study the liquidity of the market. Pay attention to what’s growing and where there’s low competition—this is where your channel could thrive.

Step 6: Continuously Improve Through Data

The best way to refine your strategy is through data. With each video you upload, you’ll gather insights that inform your next steps.

Track what works and iterate based on the feedback. Avoid jumping between unrelated topics, as consistency breeds loyalty. Focus on the products that work and continue tweaking the concepts to make them stronger.

By engineering your YouTube strategy around these principles, you’re not just creating content—you’re building a sustainable channel with a predictable audience. The goal is to keep improving, keep testing, and most importantly, keep delivering content that your audience can count on.