In short
At VidSummit in Dallas, the hosts discuss how AI and platform changes may reshape creator jobs, plus new creator-facing features across Instagram, Facebook, X, and TikTok-like apps. They also cover AI tools for podcast distribution/analytics and Discord ads.
Guests
No guests appear; Lauren Schnipper and Joshua Cohen are the only speakers.
Guest backgrounds (mentioned people)
Kim Larson (YouTube head of creators; CEO of YouScreen), Shonduras (Space Station founder/influencer marketing/investment), Daryl Eves (YouTube ecosystem), plus judge/celebrity names for Instagram Rings: Eva Chen, Spike Lee, Pat McGrath, Marques Brownlee, Ilona Mar, Mark Jacobs; Casey Neistat; MrBeast (ViewStats).
Key claims
AI video generation (Sora) is already convincing; creators may face job displacement as AI improves and can replace human production. Platform algorithms are shifting toward more user control (Facebook) and AI-driven feeds (X). Instagram “Rings” will reward creativity without number-based metrics.
Notable examples
Instagram Rings (25 winners of 3B users; golden ring, profile backdrop color customization, like-button customization); Facebook “not interested” for reels; X timeline becoming AI-adjustable via Grok; Sora avatar prompts; Sora used by Casey Neistat; podcast AI tools for auto-clipping/titles/metadata and creator-content-trained suggestions; Discord Quest ads (15M impressions, 99% completion, 30% lower CPI).
Written by AI. May contain mistakes. Listen to the episode to check what was said.
Chapters
Tap a time to open that second in VOLogistical Challenges of Recording
0:46 to 1:55
Discussion about the challenges of recording in different locations.
“And I had to literally put him in my dining room.”
Experiences at VidSummit
1:56 to 3:15
Hosts share their experiences and highlights from VidSummit.
“I mean, I could just name drop and company drop all day long.”
Conversations and Networking at Events
3:16 to 5:53
Insights into the conversations and connections made during the conference.
“which is Shonduras' management slash influencer marketing slash investment company that he started.”
Instagram's New Awards Initiative
5:54 to 11:10
Discussion on Instagram's new awards initiative called Rings and its significance.
“did a great talk today so it's um a lot of really um you know really great like great panels and people are here.”
Impacts of Facebook's Algorithm Update
11:11 to 13:33
Exploration of Facebook's algorithm changes and user control over content.
“So lots of, one more quote from Yubi Chen.”
The Impact of Algorithms on Content Consumption
14:01 to 17:42
Explore how AI-driven algorithms shape what content people consume and their implications.
“more content because yes content is going to be surfaced more facebook reels will also feature AI-powered search suggestions.”
Introducing Sora: OpenAI's Video Creation Platform
17:43 to 21:50
Learn about Sora, the new AI-driven video creation app from OpenAI and its features.
“Okay, Josh, we would be remiss if we didn't talk about Sora.”
The Future of Entertainment and AI's Role
21:51 to 24:47
Discuss the potential future of content creation through AI and its implications for society.
“of democratization of content creation, basically.”
AI Tools for Creators and Content Optimization
24:48 to 28:01
Examine AI tools that assist content creators in optimizing their production and analytics.
“And that's terrifying because it's like people are rerouting history and that sort of stuff.”
The Rise of Creator Platforms
28:01 to 29:00
Learn how established creators leverage their success to help others.
“When you become a creator that big and you developed your own systems and processes and have refined them to the point where you think they're really working and you can prove that they have worked for you.”
Show all 11 chapters
Innovative Advertising on Discord
29:00 to 30:16
Explore the effectiveness of Quest ads on Discord and their impact on campaigns.
“So Discord introduced ads in 2024, and good news for them, it seems to be working.”
Transcript
Automatic transcript. May contain errors.0:01Joshua Cohen:Welcome to Creator Upload, your Creator Economy podcast. I'm Lauren Schnipper.
0:05Lauren Schnipper:And I'm Joshua Cohen. Lauren. What? We're like both in the same physical location, but not exactly in the same physical location.
0:10Joshua Cohen:We're not in the same physical, we're in the same city right now, but like we can't be in the same room due to like there's some protections in place. Because I don't want to get into details, but like there's, you know, there's some, there's some legal precedent that is.
0:24Lauren Schnipper:Let's not, let's not lead our dear listeners the wrong way. It's just the on the road, logistical limits of audio recording.
0:36Joshua Cohen:Yes, yes. Audio recording. If in the same room without proper equipment, it doesn't work. It doesn't work. One time, Nas Daly, aka Nosire, came to my house to record the podcast. And I had to literally put him in my dining room. And I went upstairs to my office because I don't have professional podcast equipment. So, guys, we bring this to you from wherever, however, whenever we can. And that's just what it is.
1:02Lauren Schnipper:And where we're calling from is Las Colinas, Texas. Well, I thought it was Irving, Texas.
1:08Joshua Cohen:We're in Dallas.
1:09Lauren Schnipper:Irving, Texas. We're in Dallas. We're in Dallas. For people who don't live in Texas, we're in Dallas.
1:13Joshua Cohen:We're in Dallas.
1:14Lauren Schnipper:We don't live in Texas.
1:15Joshua Cohen:We're in Dallas.
1:16Lauren Schnipper:Or VidSummit.
1:17Joshua Cohen:VidSummit. So that's where we are. We're a little bit delirious. I would call it punch drunk a little bit because when you go to the – we're at a conference It's called VidSummit, which like you might argue is like a mini VidCon industry. It's no fans. It's creators and industry. And this is my first, sorry, second year coming to Dallas. It used to be in LA, like at a little airport hotel for a couple of years. I went there. I think this is your third year in Dallas that you've come. I believe so.
1:39Lauren Schnipper:This is second year in Dallas. I wasn't able to come the previous year. And then before that, it was by the airport in Los Angeles.
1:45Joshua Cohen:No, you came two years ago because that was why I wanted to come. This is your third time in Dallas. You're welcome. Anyway, the point -
1:50Lauren Schnipper:Yeah, but it didn't come last year, Lauren.
1:52Joshua Cohen:did you not come last year yeah because you skipped here because you came two years ago and that's why i want him last year because you were like it's kind of happening for everyone
1:59Lauren Schnipper:keeping score at home i came two years ago did not come last year and now i'm back here this year and this is lauren's second year in a row details i'm staying at the same hotel but they like
2:08Joshua Cohen:moved the check-in desk and the elevator so like i walked in and i was like literally like am i am the right city i'm the right aloft hotel i was very confused anyway the point is when you're here you're just having it's awesome because like everybody that you kind of want to see from a professional level and sometimes personal is in one room honestly the weston hotel um lobby is mostly where people are and then of course in the convention center where the actual event is taking place and it's like you just it's back-to-back piles on conversations that you're having that are great i've seen some amazing people here um some fun conversations i had with obviously kim Larson is here, the head of creators at YouTube, CEO of YouScreen I was talking to for a long time, the Wild Vision folks, CAA had a fun little event.
2:56Joshua Cohen:I mean, I could just name drop and company drop all day long. But what about you, Josh? Any fun? What are the good conversations you've been having?
3:05Lauren Schnipper:So those are confidential, but here's what I like about this event.
3:08Joshua Cohen:Okay, tell me.
3:08Lauren Schnipper:It's produced by Daryl Eves, who's a YouTube guru, been in the ecosystem for a long time, along with Shonduras and lots of people at Space Station, which is Shonduras' management slash influencer marketing slash investment company that he started. And what I like about it is that it's big enough where you have this critical mass of people where you can see all old friendly faces that you've known before, see the people that you've been meaning to do deals with but haven't quite crossed the finish line. You can get over that hump with a 15-minute conversation here and also be introduced to lots of new people that are doing really interesting, cool, creative stuff in the ecosystem.
3:45Lauren Schnipper:And it's hit the critical mass of attendees where you get all that good mix. Plus, it's in a confined geographical area where there's lots of opportunities for serendipitous interactions. Yeah.
3:57Joshua Cohen:And it's becoming one of those things like if you go to like, you know, like a South by like there's many, many people who go South by they don't buy a ticket to the conference because there's so many like ancillary events going on. We're not like at that scale by any stretch, but there's a lot of people that I've met that don't have tickets to the event that literally just come to go to a dinner or a cocktail or hang out in the Weston lobby because it's that sort of fruitful in terms of the attendee and like attendees and who you're going to meet and and you know the conversations you're going to have and the businesses you're going to do and stuff like that so it's been really fun so we're in the middle of it we're on day two um tonight we're gonna do still I do still people are asking about
4:33Lauren Schnipper:what it's like I do still like the framework that I originally came up with which is it's like a trade conference if this was for plumbers or electricians and those plumbers or electricians
4:42Joshua Cohen:were aggregating and could see the best plumber or electrician in the world that's what this is like except for content creation specifically on youtube yes and you know listen we we get listen people love the podcast they're coming up to us they're talking we still got it joshua like we still people are like i recognize you from the cast and i was like you know what yes you do thank you for listening so that's always fun reassuring because my self-worth is entirely tied up to this podcast so thank you very much lauren there's a quote from vince lombardi do you know his famous football coach i know i know the super bowl trophy is the lombardi trophy go on there yeah so he said i mentioned i danced in the first official jaguar game so he said famously when you go into the end zone act like you've been there before oh oh okay so let's just let's just keep that mentality moving forward i have been here i am here i please i'm i'm with you so anyway very exciting i'm gonna go i'm excited to go tomorrow billy park's friend of the podcast is going to be doing i think a fireside or something with cody sanchez who i'm like obsessed with because i like want to buy a laundromat look her up she's amazing so i'm excited to see that um john yushai is here his wife amanda who like runs everything in his company did a great talk today so it's um a lot of really um you know really great like great panels and people are here.
6:05Joshua Cohen:So yeah, tonight we're going to the Tubi dinner because Tubi's doing a lot. So, you know, excited to eat a dinner on their behalf and learn about what they're doing.
6:13Lauren Schnipper:Feed me and I will, I will absorb your information. It's really that simple.
6:17Joshua Cohen:Okay. I want to get to a few exciting things beyond VidSummit that are going on. First up, I want to talk about Instagram has started a new sort of awards thing called Rings, right? And so just to give some context, like this isn't like a new or innovative thing in the sense where like you've got other platforms specifically youtube which who famously sends out these sort of really flashy beautiful sort of plaques when you read reach certain subscriber milestones and they're often in like videos um for big creators like um and i'm not talking just like you're sort of like front of the mill content creators like i watch like weird self-help videos that i just love watching people that call in and like you get these like youtube doctors and they all have them in the background like everybody's very proud of having these things it's become like a badge of honor to have these sort of youtube plaques so Instagram has been, I guess, talking about doing this for a long time.
7:03Joshua Cohen:I certainly remember sort of conversations around this when I was there around like, you know, giving sort of the do to the best creative on Instagram. And so when I was there, the first sort of iteration was that your girl kind of came up with this, which was the when I kind of went, we were doing our first VidCon activation when I was there in like 2015. And I wanted to really blow up this sort of talent lounge experience at VidCon because I had been many years previously. And it was kind of just there was nothing there you couldn't get a sandwich you couldn't do anything and creators would be trapped in sort of the you know the quote-unquote talent lounge but it wasn't really a thing so I um at the time Instagram hadn't really started showing up for creators in the way that people think they always have like it really hadn't happened yet so we decided to brand this really sort of decked out um Instagram talent lounge and one of the things we did was that we selected about call it two dozen like creators and we chose um something from their grid and we printed it out and put it in like beautiful framing and made like an, I would like a plaque under like an art gallery.
8:05Joshua Cohen:And we walked in, I don't know if you remember this, but we did this and then we gifted it to the creators. And what was really innovative about this was that, you know, everything at, you know, Instagram and Facebook at the time was, and still is, it's all about scale, right? Like it's so, so the idea that we're calling out two dozen creators at the time was actually like, it was a big deal because, you know, you're trying not to sort of do that. But I would make the argument, and I still would make this argument, that it's all about aspirational. You've got to have something for people to aspire to.
8:34Joshua Cohen:And so it was really cool. So we did that specific kind of thing, I think, two or three years. And so I know there's been talk about doing something similar to the plaque thing. So enter this thing called rings. And from the Instagram blog post, it says, rings isn't about honoring a specific type of content. It honors a spirit. One thing we hear from creators all over the world is the excitement and nervousness that comes with making something and putting it out in the world. It takes courage to chase an idea, quiet that inner circle, and create anyway. This award is for the creators who don't just participate in culture, but shift it, break through whatever barrier holds them back to realize their ambitions, because every act of creativity, big or small, can lead to something great.
9:13Joshua Cohen:So this is not going to be based on any sort of numbers. This is going to be based on creativity, it sounds like, alone. And so, and they said out of 3 billion users, 25 will receive rings. So this is like crazy. So Eva Chen, who's of course head of fashion partnerships at Instagram has been there for a long time. Evidently, she helped conceptualize this. We felt that it was time to have an award that recognizes people who take these creative chances on a platform. These people are cultural catalysts and they're sparking conversation. And by doing that, they encourage people to express themselves as well.
9:43Joshua Cohen:And they're going to have, I think, a bunch of judges, including Adam Missouri and Eva Chen. And then I believe like Mark Jacobs and some other sort of big names. So I but I can't stress to you like it took I know just based because I know there were initial conversations about something like this when I was there. So these things take a long time to come to fruition. And I'm really and evidently another big thing that I think is really interesting. Once you win, what do you get beyond like, you know, I'm sure they'll give you some sort of plaque. But ring winners will see their stories surrounded by a unique golden ring.
10:17Joshua Cohen:They will also get the ability to customize the background color of their Instagram profile. an ability that will be unique to them and their content will be featured in their own spotlight within the app that is like huge i remember when i was there you know there was some i remember one time mark used to do these q a's and somebody was talking about like the fall of my space myspace and one of the things that he talked about was myspace allowed for so much individualized creativity that it like basically took all the bandwidth of the company to like support that because it's like hard to like when you had your like foo fighters song on and like the background and like, you know, glitter and all that sort of stuff.
10:51Joshua Cohen:And so they did not want to do that. So the fact that they're allowing for that sort of unique customization is actually also huge. So, you know, I love these like random little things, but like, this is not, this is not something that was, that came to like sort of quickly or without a lot of thought. And so I'm curious also of like, did they get that customization for like the year that they're the winner to like, you know, is they going to have it forever? So lots of, one more quote from Yubi Chen. She said, It took a long time for this program to come together. It's the culmination of years of wanting to do something like it and being able to execute it both product-wise and getting this panel of luminaries together to be the judges.
11:32Lauren Schnipper:Lauren, just a few more specifics about different components of the initiative. First off, other notable names on the list of judges are Spike Lee, Pat McGrath, Marquez Brown Lee, and Ilona Mar. And in addition to the physical ring, which all of the recipients of this honor are going to receive, by the way, it's made by jeweler Grace Wales Bonner. Seems like a 35 year old fashionista out of London. Just seems to be crushing it. Obviously very popular on Instagram. they're also going to get that ring that you talked about that's going to go around their profile picture and they're going to be able to contribute some of their own spin to the like button on their profile oh really quote winners will also have the ability to customize their profile backdrop color and put their own twist on the like button helping fuel their creativity in the year ahead unquote so when you click the like button it's going to do something cool when you're
12:25Joshua Cohen:on like they're like on their on their page yeah yeah i mean i'm saying get with it josh get get creative you may need to like redo that blurry dog picture you have as your profile for the first
12:36Lauren Schnipper:time in 25 years i think that this is fascinating in a way because during the pandemic and the crypto nft craze there was all these thoughts about like the value of virtual goods and different platforms were jumping on the bandwagon to greater and lesser degrees, but figuring out ways to have kind of like virtual goods that were worth actual value that you could exchange. You could do other stuff with in the future. That's not quite this, but this is a big platform like Instagram showing that there is a bunch of value in a virtual good, especially when that virtual good is only given to 25 creators on the platform a year.
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13:14Lauren Schnipper:I think it'll be interesting to see the kind of respect or attitude or love or hate that creators who receive this award get on Instagram and the limits of the creativity they're going to be able to explore with these new kind of like subtle twists on classic features.
13:32Joshua Cohen:Keeping it with meta, I just want to also mention that Facebook has done a bit of an algorithm update that's giving users more control. So Facebook's going to make it easier for users to express their disinterest in types of videos. They can now select not interested on a reel or flag a comment prompting the recommendations engine to adapt based on this feedback it helps address user complaints about you know undesirable content in this algorithm aims to prioritize newer content it will present users with 50 more reels that were uploaded on the same day that you're scrolling which obviously will incentivize people to make more content because yes content is going to be surfaced more facebook reels will also feature AI-powered search suggestions.
14:13Joshua Cohen:These suggestions will recommend queries to help users discover more content about topics they like, similar to the gray suggestions found at the bottom of TikTok videos. I think my only problem with constantly just giving people more of what they want to see is the fact that people get all of their news from these platforms.
14:28Lauren Schnipper:You know what I'm saying?
14:30Joshua Cohen:Because you can make the argument, what's the difference between that and TV? It's like, well, nobody's doing anything but spending all their time on these things as it relates to any content that's meant to inform you or be unbiased. It's just not possible. So we're going to just continue to live in a polarized world. Thank you, algorithms.
14:52Lauren Schnipper:This isn't the first big platform that's talked about a seemingly semi-major algorithmic move in recent months. Late September, X announced that its recommendation algorithm will soon be purely AI. What does that mean? Good question. Quote, the goal for your ex timeline is to get out of the mainstream algo and the political crusades and find your niche. Nikita Bayer, exes had the product said in the tweet. You should be able to post about your interest and have friendly, relevant people chime in. Musk also said that exes making quote significant progress along the way to fully AI done. We will open source the algorithm every two weeks or so, he said.
15:29Lauren Schnipper:And that by November or certainly December, you will be able to adjust your feed dynamically, just asking Grok. So the idea here is you see your algorithm and then you can ask Grok, which is X's AI engine, to adjust your algorithm accordingly. You can say like, hey, Grok, I want to see more of this. Hey, Grok, I want to see less of that. Hey, Grok. And maybe you can put in a big, huge prompt too about the different types of stuff you want to see. You can see this being used for great and not so great purposes. Also, I think giving more power to the user in terms of what they want to see on the platform, I'm all for.
16:02Lauren Schnipper:It's counterintuitive though, or at odds with the goals of the platform though. So I wonder how this will work out long-term because time and time again, humans say they want one thing, but their actions show that they're totally interested in something completely different. So me, Josh, I would love to have a TikTok feed, YouTube shorts feed, Instagram reels feed that's only dedicated to let's say science and education learning. or like self-help or Chinese astrology or whatever. And I'd like to be able to swipe left or right to go into those different algorithms. And then maybe you can have a general algorithm too.
16:39Lauren Schnipper:But odds are I'm probably gonna spend less time on those other pages than I would if I was just going into the platform and looking at whatever the platform was feeding me that it thought I would enjoy. And it'll be interesting just to see how this manifests and plays out long-term with what kind of control these platforms actually want to give users to control their algorithmic experience.
17:05Joshua Cohen:I mean, right now, as long as TikTok's around, they're going to do anything that's like sort of similar to that and allowing, you know, I think that, I think one of the most interesting things about this is the sort of new content prioritization, which is not necessarily like totally new, but they're really being explicit about it. So I think that's also just very, again, that changes user behavior or creator behavior, right? Because like if you're on content, it's only going to do well Well, if you do new content, you got to do new content all the time.
17:30Lauren Schnipper:Oh, that sounds so taxing for a creator.
17:33Joshua Cohen:I mean, your eyes are barely open right now.
17:36Lauren Schnipper:Yeah, I know because I'm so just sleepy for a creator that has to do this.
17:43Joshua Cohen:Sleepy for a creator.
17:44Lauren Schnipper:And the ring for most tired.
17:49Joshua Cohen:Okay, Josh, we would be remiss if we didn't talk about Sora. Sora is, of course, the new app that is sort of TikTok copycat coming from OpenAI. And it is soaring, pun intended, to the top of the app charts. Josh, you have you've got the app. You gave me a code today. I've yet to download it. Tell the kids about Sora.
18:12Lauren Schnipper:So Sora is OpenAI's video creation platform. It could be considered like ChatGPT is a large language model. You could call this a large video model where you can type in whatever prompt you want into Sora and then you'll get a video back. Previously, that's all it was. It was just a video generation platform. Now, when you go to Sora, if you have an invite code, you can get access to the social network, basically. That's a TikTok, but just all for AI-generated content. When you log into the platform, it tells you to turn on your camera, give Sora access to your camera. And then it wants to take a video of you looking up, looking down, looking left, looking right.
18:53Lauren Schnipper:It tells you to say three different numbers. And then it has your avatar in Sora. And what you can do is you can say like at Joshua J. Cohen wins the Super Bowl for the Chicago Bears. and it'll create a video with your likeness on it doing whatever it is you prompted it to do. And so you can see all these videos from all these different people on the app where it's their likeness doing cool things throughout history or whatever else. You can make your avatar kind of like public or private where only you can use it, where only you can see the videos you create. You can make it more public. Like Sam Altman's is public.
19:30Lauren Schnipper:So anyone can add Sam Altman and put him in OpenEye CEO and founder and put him in whatever video they want. So the app in and of itself is very cool. It is similar to other AI products where I was messing around with it for an hour when I first got it and now haven't really looked back at it. The allure kind of wears off very quickly unless there's some utility in the AI product.
19:51Joshua Cohen:And you, why? Why do you think it wears off?
19:55Lauren Schnipper:I think for ChatGPT and these other LLMs, there's a lot of day-to-day utility in using them. And it's not just like fun to go. I wasn't typing like, hey, write a poem about myself winning the Super Bowl for the Chicago Bears. That's going to get old after a while, right? So there's actual utility in using this AI in these large language models in your day-to-day life. Whereas like I'm not creating video all day long. So the use case is just recreational for me. It's entertainment. If I was creating video all day long too, like maybe I could use this as some background or scene fillers or some type of content there.
20:33Lauren Schnipper:but still I think its utility is limited in the current scope of what it is right now which is to say it's really good. Lauren, I was showing you some stuff. We were scrolling through it and we were just looking at I think more so the quality of the content and you would totally not be able to tell that it was AI generated if you were scrolling through it just on a regular platform.
20:58Joshua Cohen:And to remind me why this content can't be ripped and put on other platforms so that I won't know it's not, that I won't know that it's not, you know, that it is AI.
21:06Lauren Schnipper:All of those things you said are going to happen and have happened already.
21:10Joshua Cohen:Okay, great.
21:11Lauren Schnipper:And Casey Neistat has a great video where he's talking about this and kind of thinking about how this is going to impact the future of content creation. He does it in this really clever way. Everybody should go watch the video because he uses Sora to provide some archival footage of him talking about content creation throughout history that really adds to his video. And so you can get a sense for how like really smart, savvy content creators will be able to weave this into their regularly scheduled programming to make a much more quality product. What he does is he goes through the different stages of democratization of content creation, basically.
21:56Lauren Schnipper:So there were movies and there were television, then there was cable, then there was YouTube, then there was TikTok. And now if content creation is democratized enough where anyone who can type or speak into an AI and give it a prompt can create something, what does that mean for the future of entertainment?
22:16Joshua Cohen:I don't know. I really wish I could tell you. Nobody knows.
22:21Lauren Schnipper:And it's not great about it. It's not just Casey Neistat who's concerned about this mr beast recently tweeted when ai videos are just as good as normal videos i wonder what that will do to youtube and how it will impact the millions of creators currently making content for a living dot dot scary times i do think there is still a big question if ai content creation is ever going to get that good technology seems to have this last mile problem lots of different iterations and ai right now is very good up to a certain point and like
22:51Joshua Cohen:But don't you think, I mean, it has gotten so good so fast that it's going to just continue.
22:56Lauren Schnipper:It has gotten so good so fast, but like from ChatGPT3 to ChatGPT4, huge, massive jump. ChatGPT4 to ChatGPT5, a jump, but less of one. You wouldn't be able to tell the difference as clearly between those two iterations. I think as the technology progresses, the quantum leaps it's taking from iteration to iteration are decreasing in size. so will it ever get to a point where it's as good as any other type of content i feel like it's the
23:25Joshua Cohen:subtle changes that are going to actually make it like more dangerous because it's like all of a sudden it's just like little by little it's getting better and better and better until it's just like i'm not even taught i don't even know this isn't even you like i don't even know who you know what i mean like you're gonna have like an ai chat tired version of yourself and i'm gonna
23:40Lauren Schnipper:be like i couldn't tell the difference i mean yeah there is a i don't know if it's a utopic or dystopic future but where you could say into your remote hey i wanted that flick show eight episodes 45 minutes a piece about broadway dancing with the stars and the apocalypse and then in within minutes it's created for you and then that's not specifically what i'm not worried about
24:07Joshua Cohen:that level of content creation i'm just worried about like when that documentary is made there's going to be no humans actually like really needed to do it and it's just going to be still yeah no yeah it's just in the process of making it but yeah but one of the we can dream one of the
24:25Lauren Schnipper:biggest concerns i have right now is archival footage because archival footage already looks grainy like actual real archival footage looks grainy it looks a little dirty i think it's easier for the we're not as used to it it's something like high def 4k and so i think it's easier for the AI to replicate that a little bit. Or it's easy. It's harder for us to discern whether that's AI or that's actual archival footage.
24:51Joshua Cohen:And that's terrifying because it's like people are rerouting history and that sort of stuff. Yeah. Oh, fantastic. It's just what we
24:57Lauren Schnipper:need.
24:57Joshua Cohen:Yeah. Great. You're really, this is a positive episode.
25:01Lauren Schnipper:But we get some memes in the meantime.
25:03Joshua Cohen:We get some memes in the meantime.
25:04Lauren Schnipper:Yeah.
25:05Joshua Cohen:I'm going to doom scroll all day and it's fine. Yeah, you get some memes.
25:37Joshua Cohen:uh, lets video podcasters upload their episodes and then they have it systems to distribute those episodes across YouTube, Spotify, Apple podcasts. Not exciting. Not that interesting, right? Like there's actually a lot of other services that do that. But what is interesting is that there's AI on everything to help you analyze the data. This is from rocks codes, uh, who co-created this, um, AI on everything to help you analyze the data, to help you understand what's working and help you understand what's not make recommendations as to what you should do. Transcriptions, titles, descriptions chapters auto clipping tools that cuts out chunks edits them puts them onto youtube shorts i mean that stuff that takes a lot of work and so i'm curious how good that is that's like real work that is hard and if there is a service that can do that that's actually like pretty incredible because you know on the one hand producing a podcast is not that expensive but doing all of these different components and video and stuff it can it starts getting you know costly as you can see by their fabulous production value um and so um it offers they say it offers custom generation that's trained on individuals creator content.
26:36Joshua Cohen:So it can spit out suggested new titles, descriptions, et cetera, and your style. So I think this is interesting for, you know, we've been doing this almost six years and, um, you know, every day is a joy, but on the days that it's less a joy, you have to figure out what the hell you're talking about. It's in what works and what people like. Um, we have a dear, uh, friend who has contributed to this podcast, I won't name a name who like, you know, he's texted me before, like, stop having these stupid guests on it, just like you and Josh talking about it. I'm going to do my impression of that person so that maybe people can guess who it is.
27:10Joshua Cohen:And I'm like, you know what, thanks for the feedback, I guess. But like, if there was actual AI, they could really like give me sort of information as to like that. I mean, you can you can gather some of this information based on when people drop off. Like there is, you know, there are these stats and insights are available. but having AI kind of compile them and then give you recommendation based on them. I think this is pretty cool. So I like that as an approach.
27:32Lauren Schnipper:Yeah, I really like the two parts of it where one, they're helping you with the distribution and the chopping up, editing, thumbnails, titles, et cetera, metadata around the different videos. And then two, helping you analyze this data that does make it super interesting. And this is not a new playbook. Diary of CEO and Stephen Bartlett have become incredibly popular. They supposedly turned down a hundred million dollar deal from a big platform recently just so they could stay independent and do more of what they're doing. When you become a creator that big and you developed your own systems and processes and have refined them to the point where you think they're really working and you can prove that they have worked for you.
28:14Lauren Schnipper:Lots of times these people then go want to create another platform so that they can have another line of business and help other people get to the same state that they are, they're already way ahead and crushing it. So they don't really mind if other people try to get to their point. Another example of this is Jimmy Donaldson, aka Mr. Beast with ViewStats. He goes and looks at and analyzes different YouTube channels and their strategies and then is attempting to, in ViewStats, package that up and give it to regular users so that they can get better at YouTube too. But the idea here that whether it's podcasting, whether it's YouTube, if there's more great content around, that's going to just create more of a market, get more people involved in watching it, lead to better advertising rates, more brand dollars, et cetera.
28:59Joshua Cohen:Any upload sell-ins for you, Josh?
29:01Lauren Schnipper:Yeah, Lauren, quick upload for me. So Discord introduced ads in 2024, and good news for them, it seems to be working. So this company, AppsFlyer, ran a performance measurement test for Discord's Quest ads. What are Quest ads? I'm glad you asked. Quest ads are a type of advertising unit that shows up in a Discord server, and then you have to complete different tasks in order to get whatever the end result is. AppSpy ran its Discord tests in June when it analyzed the results of a Quest campaign that promoted the Marvel Snap trading card game on behalf of that publisher for Marvel Snap's second dinner.
29:37Lauren Schnipper:So the top line numbers, according to Digiday, were quite strong. The quest generated more than 15 million impressions and 99 % of users who started the quest received a reward for completing it, which is fucking wild. Second dinner's cost per install went down by 30 % in the wake of the quest campaign. Who knows if this was just like big results because it was such a novel thing. And this is one of the first big campaigns to roll out on Discord quests. but I think it shows a really bright future
30:11Joshua Cohen:for Discord and its ad experience
30:13Lauren Schnipper:and markers who want to reach the types of audience that are on Discord for the future.
30:17Joshua Cohen:Okay, Josh, we got to get back to the party. I think we did it.
30:20Lauren Schnipper:Well, I think that's it. I'll see you just shoveling your mouth full of barbecue in like 35, 40 minutes.
30:25Joshua Cohen:I did that yesterday.
30:27Lauren Schnipper:And if not there, next week on Creator Upload. Today's show is produced by Lauren Schnipper, Joshua Cohen, that's me, and Adam Conner. It's edited by Adam Connor too. Original music is by London Bridge. You can check him out on Instagram at London Bridge Music. Make sure you subscribe to Creator Upload right here on YouTube, on Apple Podcasts, as well as Spotify or wherever you're listening. While you're there, give us a rating and leave us a comment. If you want to talk, hit us up at info at creatorupload.com. If you like our show, recommend it to a friend. If you love it, just tell everyone.
30:54Joshua Cohen:Thanks for listening to Creator Upload, and we will be back next week.
From the publisher
Is AI a threat to creators? With OpenAI's new video creation app Sora soaring in popularity, creators like MrBeast are starting to wonder what the future will hold.In this episode, hosts Lauren Schnipper and Joshua Cohen are live from VidSummit in Dallas to break down the biggest news in the creator economy. They discuss Instagram's exclusive new "Rings" awards, major algorithm updates from Facebook and X that give users more control, and a powerful new AI-driven podcasting tool from the creator of "Diary of a CEO".In this episode, you’ll learn about:-- Instagram's new "Rings" awards for cultural catalysts.-- First impressions of OpenAI's new AI video app, Sora.-- How Facebook's algorithm will prioritize new content.-- MrBeast's and Casey Neistat's concerns about AI video.Creator Upload is your creator economy podcast, hosted by Lauren Schnipper and Joshua Cohen.00:00 Intro: Live from VidSummit01:17 What is VidSummit?02:37 The Value of Creator Conferences06:09 Instagram Launches "Rings" Awards11:07 How Instagram's Award is Different13:14 Facebook's Algorithm Gives Users Control14:46 X is Building a "Purely AI" Algorithm17:36 First Look: OpenAI's Sora App21:22 MrBeast & Casey Neistat on AI Video24:57 UPLOAD: A New AI Podcasting Tool28:45 UPLOAD: Discord's Ads Are Working30:25 Outro and CreditsFollow Lauren: https://www.linkedin.com/in/schnipper/Follow Josh: https://www.linkedin.com/in/joshuajcohen/Original music by London Bridge: https://www.instagram.com/londonbridgemusic/Edited and produced by Adam Conner: https://www.linkedin.com/in/adamonbrand
