instagram wants 90 minutes of your time

IGTV called. it wants its idea back. plus the biggest creator check in tech this week, 10 creator-economy marketing roles, and 5 UGC gigs split by canvas accounts and your own feed.

hi, hello, welcome to issue 01.

quick intro since this is the first one. every week i find jobs in the creator economy. UGC gigs, brand deals, and actual marketing roles at the companies paying creators. nobody thinks being a creator is a real job. not my friends, not the guy at the party asking what i actually do. so i made it a newsletter.

every tuesday you get:

• unsolicited opinion: the thing the creator internet is fighting about, and my take.
• tech spotlight: the biggest creator check in tech that week.
• now hiring: creator-economy marketing roles worth your resume.
• where the UGC gigs are: real listings, split by canvas accounts + your own feed.

DISCLOSURE & LORE: i was a nurse, then spent a decade in tech marketing, and now i run Laut Labs, a short-form video studio. i have signed off on creator budgets and i have waited on net 30 for my own invoice. i've also produced one hell of a brand party. so i'm looking at all sides of the brief. every angle as it were.

if you're reading this, ily,
hannah

instagram is testing 90-minute videos

instagram is testing 90-minute videos. they are called features, they are horizontal, and instagram would like you to watch them on your tv.

if this feels familiar, it is because instagram already tried it. it was called IGTV. it launched in 2018 with hour-long videos and was shut down in 2022. nobody talks about it anymore…

the internet, naturally, had notes:

and tbh that's the real story. there is no revenue share. meta is cutting individual deals with a handful of comedians and podcasters, and it says it will help everyone else find brand partners (engadget). translation: the brands are the paycheck.

and the people who do this for a living are not convinced the audience will follow:

also, a reminder that the head of instagram has changed his mind on this before:

my take: features is not a format for viewers. it is a format for brands. a creator can link up to eight reels to one full video. one long episode plus eight clips that sell it is a sponsorship package. that is a season that you can put a price on.

so no, if you're a creator, do not go film 90 minutes. go figure out what you would charge for the eight clips. what can you build into a season?

and to every agency that posted "we're already mapping this out with our clients" eight hours after the announcement: stop. it's v much in test mode.

tldr: instagram didn't invent a new format. it invented a new thing for brands to buy.

anyway, the most honest reaction:

openai is paying $333K to $389K to onboard creators

what the posting says: build "high-touch onboarding and enablement experiences for creators, brands and institutions."

what it means: get famous creative people using openai products, make it look effortless, and report back on what broke.

the line that matters: they want someone who can "translate complex or emerging technology into clear, relevant, and inspiring possibilities for non-technical audiences." and that my friends is a creator skill with a tech salary attached.

for scale, here is what meta pays the people who look after its creators:

verdict: openai is paying roughly double to teach creators how to use AI. 10+ years required, 100+ people clicked apply in three days. if you are going, go now. apply here

creator-economy marketing roles worth your resume

• creator partnerships manager, emerging verticals, tiktok (los angeles, on-site): tiktok hiring for "emerging verticals" is tiktok admitting it does not know what is next either.
• senior manager, creator commerce (tiktok shop & trybe), AG1 (remote): the green powder people need someone to run their tiktok shop. if you can say "link in bio" with a straight face, apply.
• director, crocs social media, crocs (broomfield, CO, hybrid): the least serious shoe with the most serious social team. colorado's sexiest job, and I am not biased at all.
• senior creator partnerships manager, applovin (palo alto): ad-tech money with a creator job title.
• creator relations manager, influencer marketing, viral nation (new york, remote): agency side. you will be the person creators text at 11pm.
• senior manager, creators and influencers, harbor freight tools (remote): power tools, but make it UGC. the brand nobody is pitching is usually the one with room in the budget.
• creator partnerships lead, technology, base44 (remote): an AI app builder hiring someone to recruit creators who say "I built this in ten minutes." you know the videos.
• manager, social commerce, OUAI (remote): jen atkin's haircare brand. social commerce means you make the tiktok shop look as good as the hair.
• media director, influencer, oxford road (los angeles, remote): the podcast and influencer ad agency. if instagram features works, this team gets very busy.
• senior creative strategist, ridge (remote, $100K to $115K): the wallet brand that sponsors half of youtube. creative strategist means you write the hooks.

where the UGC gigs are

gigs. you post on an account the brand owns, or one you make just for them. your own feed stays yours.

guess who reposted, $2,000/mo: 15 solo tiktoks a week on dedicated accounts, listed at 1 to 5 hours a week. fifteen tiktoks in five hours is a lie, but it is a $2,000 lie.

claim, $1,000/mo base: all you need is a new tiktok account. "up to $10,000" is doing a lot of work in that headline.

your feed or straight to the brand. no new accounts. you film it, they run it, or it lives on your page.

playe, $2,500/mo: on camera, community manager, and you write their substack. 15 to 20 hours a week in LA. a newsletter job, in a newsletter. very meta i know.

scentmatch, $100/hr: content that feels native to your own feed. $100 an hour to make your room smell nice on camera. apply before I do.

leapo, $800/mo for two months: UGC for AI workflow videos. hi, it is me plz.

that's the week. if someone forwarded this to you, they think you should get a real job too… get it in your inbox.

see you next tuesday. tell your mom.
hannah

also published on substack.