📵 Teachers put TikTok in detention

PLUS: The creator economy’s 1%. October 14, 2021 [The Hustle]( How’s this for vertical integration? CrossFit recently [launched]( CrossFit Precision Care, a primary care service for its athletes, who can now get treated for injuries without worrying about their doctor telling them to cut back on CrossFit. Today’s rundown: - Teachers vs. TikTok: The platform is the source of wild problems at school. - Chart: Is tech changing baby names? - Creator Economy: Who’s actually benefiting from the boom? Let’s do it. The big idea [teacher with a megaphone]( Source: [njgphoto](/Getty TikTok is causing problems for teachers, and it's bigger than just a classroom distraction Remember that shameful, uneasy feeling on the way to the principal's office while awaiting punishment for acting up? TikTok is probably feeling some of that right about now. The largest teachers union in the US [requested]( that TikTok, along with Facebook and Twitter, do more to stop the spread of viral challenges and misinformation that have put the safety of educators at risk, per The Wall Street Journal. The teachers aren’t mad, just disappointed Becky Pringle, president of the National Education Association, [penned]( a letter in true teacher fashion -- as a compliment sandwich that opens and closes with praise for the promise of social media, but calls out a number of recent incidents in between, including: - TikTok challenges: Like the “devious licks” challenge, which [involves]( students vandalizing and stealing school property, and the “slap a teacher” challenge, which is pretty [self-explanatory](. - Violence fueled by misinformation: Including radical groups [attacking]( teachers for enforcing mask mandates, and another group attempting to use zip ties to [abduct]( a principal in Arizona for enforcing quarantine policies. For its part, TikTok removed content associated with the “devious licks” challenge and [promised]( the same with the “slap a teacher” challenge, but not before both had already gained steam. The homework assignment… … is for each platform to make a pledge to “fix [their] algorithms to put public safety over profits.” None of the 3 companies have issued a formal response, but Twitter did acknowledge the letter and plans to respond. As for the students that end up in detention for participating in viral challenges -- well, they’ll probably find a way to spend that time on TikTok, anyway. 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[Personalize Your Snippets]( Chart [Alexa graphic]( Visual: Singdhi Sokpo How tech is changing baby names According to Social Security Administration data, the name Alexa dropped ~79% in popularity since Amazon announced its virtual assistant in late 2014. In the UK, Alexa was the [167th]( most popular baby name in 2016, and 920th in 2019. (Keep in mind, correlation ≠causation.) But it’s not just Alexa: - Polling [found]( 37% of parents are naming kids with website domains in mind. - In 2018, “Fortnite”-related names [surged](, including Ramirez (+57%), Leviathan (+46%), and Bunny (+30%). One name that hasn’t exploded? That of Elon Musk’s son: X Æ A-Xii. [Share on Facebook]( [Share on Twitter]( [Send as email to a friend](mailto:?subject=The%20Hustle%20wrote%20something%20I%20think%20you%27ll%20like...%0A&body=How+tech+is+changing+baby+names%0Ahttps%3A%2F%2Fthehustle.co%2F10142021-tech-baby-names%3Futm_campaign%3DTeachers%2Band%2BTikTok%26utm_content%3D10142021-tech-baby-names%26utm_medium%3Demail%26utm_source%3Ddaily%0A%0AYou%20can%20subscribe%20with%20my%20link%20here%20to%20get%20the%20latest%20in%20tech%20and%20business%20daily:%0A [View on our website]( Free Resource 84% of people have paid for a product/service... … after watching a brand’s video, according to Wyzowl. Great video marketing is a mix of visuals and storytelling that doesn’t miss. Plenty of simple touches can help you generate a striking difference in impressions and engagement. Use the comprehensive [video marketing starter pack]( HubSpot and VideoAsk (by Typeform) collabed on this step-by-step guide, complete with videos and supplementary resources. It details the various video formats, high-quality content creation, marketing strategy optimization, and more. Learn how to craft videos that attract, engage, and delight. (Bonus: The [top 9 YouTube ads of 2020-21]( -- insights included.) [Vetted video marketing →]( Power Laws [Jake Paul]( Source: [Jason Miller/Getty Images]( Who’s actually benefiting from the creator economy boom? Like the green sweatsuit from “Squid Game,” the so-called creator economy exploded in 2021. Powered by a suite of [tools]( -- from broadcasting (YouTube) to publishing (Substack) to payments (OnlyFans) -- the trend was supposed to empower digital media creators of all types to earn a livable wage. But actual riches across media verticals… … are accruing to only the top creator, per Axios’ [Sara Fischer](: - Video: The top 1% of streamers on Twitch earn 50%+ of revenue (most earn $120 or less) - Podcasts: Top 1% of podcasters earn the “vast majority” of ad revenue - Newsletters: The top 10 Substack publications make $20m+ a year collectively (vs. the majority of less popular accounts making 5 figures) This type of distribution is common entertainment Superstars like Taylor Swift (music), Dwayne “The Rock” Johnson (film), and Lionel Messi (soccer) make many multiples of the average person in their field. Investor [Li Jin]( has offered recommendations on how platforms like YouTube, Instagram, and TikTok can help make a “creator middle class”: - Allow creators to capitalize on superfans - Offer a form of Universal Creative Income (UCI) - Provide capital investment to up-and-coming creators - Recommend content algorithmically with an element of randomness - Create passive (or almost-passive) income opportunities for creators While these Big Tech platforms offer hundreds of millions in [creator funds](, more work needs to be done. 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