Partnerships between creators and brands are a common part of social media marketing strategies. TikTok is making that easier than ever through the launch of Open Applications on the TikTok Creator Marketplace. The new feature lets creators proactively reach out to brands they want to work with to forge connections. 

Here’s how TikTok characterizes the new feature: “Think of it like a job posting or casting call for creator collaborations on TikTok. By allowing creators to propose their campaign ideas to you, Open Applications makes it easier to find creators with unique stories and connections to your brand—qualities that can be hard to find through a simple creator search.”

Next, YouTube is updating their Partner Program to make it more accessible and draw in talent. Namely, the threshold for monetization on the platform is lower. Creators must have 500 subscribers, 3 public uploads in the last 90 days, and either 3000 watch hours in the past year or 3M Shorts views in the last 90 days to qualify.

LinkedIn is also tapping into the recent popularity shift toward DMs, with the announcement that Company Pages will be able to send and receive DMs. 

And lastly, Meta is continuing to add to the current AI craze with MusicGen. Users can describe the kind of music they’d like to hear and MusicGen will generate it. Let us know what you think if you try it out!

See you next week!