Dołączył: 12 Lis 2020
|Wysłany: Pią Lis 20, 2020 04:33 Temat postu: Dubsmash, A Home For Black And Latino Teens
|Dubsmash, A Home For Black And Latino Teens, Is Figuring Out How To Turn Its Influencers Into Paid Stars
By his estimate, Jhacari Blunt, 19, figures he’s earned about $600,000 over the last few years through his social media presence on Instagram, YouTube—and Dubsmash, a short-form video app widely popular among Black and Latino teenagers in the U.S. Much of his paid work comes from promoting songs by up-and-coming artists and content sponsored by corporate brands. They’re eager to reach the nearly 2 million people who follow Blunt’s comedic hijinx.
“I’m goofy, I’m silly, I’m open, I’m down to earth,” he says. “I just put out the posistive. I’m a Gemini: My personality is here to everywhere. People gravitate to it.”
Blunt is an exception to nearly all social media users—and even to the ones determined to become famous from the apps: He is actually getting paid. Lately, companies like Dubsmash and bigger rivals such as Instagram and TikTok have focused part of their efforts on adding new tools to allow the growing population of celebrities on their platform to earn money. Why? It keeps the influencers creating more content, and in turn, more content means more users on those apps watching that content.
Right now, only the most-popular creators tend to amass any sort of earnings. And these top earners have tended to be young and white, stars who are often more likely to attract corporate advertisers.
As a step toward fixing these discrepancies, Dubsmash is rolling out a new feature to help its creators earn more easily. The new function, which debuted earlier this month, is called Shoutouts. It allows users to pay for a personalized video from a Dubsmash creator, similar to the service offered by Cameo, a newly popular app where people commission videos from celebrities. A Shoutout video lives on a Dubsmash’s creator page for a day, boosting the profile of whoever paid for the video too.
Platforms like Dubsmash weren’t “doing enough for creators directly aside from giving them distribution,” says Suchit Dash, the company’s cofounder and president. “We wanted to think of innovative ways of being able to help them earn a living. I think these creatores today are very much kind of like small business owners.”
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The pricing varies—Dubsmash advertises a $20 fee for a Shoutout in its marketing for the tool—and Dubsmash partnered with Square SQ +3.3%-owned CashApp to assemble a $50,000 fund to finance some creators’ early efforts at creating videos to attract Shoutout clients. Unlike features on similar apps, Dubsmash does not take a cut of the revenue creators earn through Shoutouts. The entire transaction occurs on the app, making it easy for the video to booked and the creator to get paid. Dash hopes Shoutouts are the first of several new monetization tools.
While Shoutouts is probably not for people like Blunt who’ve already established themselves, it could mean a first step toward paid stardom for Dubsmashers like Nicole Gonzalez, a middle schooler in Queens, who has over 200,000 followers on the app.
“I’ve never seen another app with this type of feature,” she says. “It’s going to make it easier to earn money. Because you know some people like me, we’ve been doing this all for free.”