Highlights from LA’s Creator Economy Summit

If you didn’t have the opportunity to attend the Creator Economy Summit in Los Angeles earlier this month, there were many noteworthy topics from live shopping to the hot topic of them all right now, generative AI.

Sandie Hawkins, TikTok’s general manager of U.S. e-commerce said that “commerce enables people to stay on TikTok and continue to have that entertaining part of their day and not leave the app. With 150 million monthly active users in the U.S. we have the attention and eyeballs that brands want to see.” After a couple years of wanting to push its western ecommerce market to the size of the eastern one, 2023 may finally be the year where TikTok achieves this goal. The app also announced its willingness to work with big retail partners including Walmart to make the app a shopping destination.

Additionally in the world of ecommerce, giant shopping app LTK announced that brands have invested $2 billion in creators through its platform. The company is also launching a new analytics dashboard for creators to view metrics, including interactions, post visits and commissions earned, an LTK spokesperson told The Information.

Also worth observing is that Nick Tran, previous Head of Marketing at TikTok, is joining Farfetch as chief marketing officer, overseeing global marketing for the luxury e-commerce marketplace.

The potential of a US ban was also a hot topic as you can imagine. But Charli D’Amelio’s dad served some hot tea on that; “If [the government is] going to do something to protect people’s privacy, they should do it a little bit more across the board and not just single out TikTok” said Marc D’Amelio. 

What’s also noteworthy is that the conference took place the day that original blue ticks were removed. From then on out, only users who pay $8 a month for verification through Twitter Blue, and companies who pay $1,000 a month, will have a checkmark next to their name on the app. The long-awaited move, which had been pushed back several times, is among the changes by CEO Elon Musk since taking over in October.

Bitly also announced a new advertising campaign on Thursday, showcasing its Connections Platform, which offers link management, QR codes and link-in-bio products for businesses.

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