here’s how you make a million-dollar video on TikTok Shop + what’s happening on social

HELLO EVERYONE. THIS IS YOUR CAPTAIN GREMLIN SPEAKING.

we're 50 days out from TikTok maybe going poof, Meta's throwing features like confetti, YouTube is AI-ing everything that moves.

this edition? it’s stacked. platform drama, fresh features, creator economy chaos, and the unhinged truth about who’s actually winning the content game.

so strap in. hydrate. then scroll like your Q4 revenue depends on it - because it does. ( I AM SERIOUS)

tiktok is fighting for its life

TikTok, MLS and Apple TV are bringing back their exclusive “Player Spotlight: Messi” live stream for four Leagues Cup matches, starting with Inter Miami vs. Necaxa on August 2 at 7:10 p ET. Expect up-close shots, exclusive commentary, and 6.4M+ viewers glued to their screens again.
It’s a power move driving traffic, sports fandom, and creator momentum just as TikTok needs a big win.

Meanwhile… private equity giant Blackstone just ghosted the TikTok U.S. deal consortium.
Yes, the big-money team trying to buy TikTok and prevent it from being banned? They're down a major player. With only 50 days left before the U.S. shutdown deadline, investors are sweating harder than brands during Q4 ad season.

The U.S. Commerce Secretary just said the quiet part out loud:

If China doesn’t approve a U.S. buyer for TikTok and hand over the algorithm… the app will be shut down for all 170 million American users by September 17.

Meanwhile in Creatorland, TikTok Is Gifting New Tools. While governments play chess, TikTok’s out here handing creators brand-new goodies:

TikTok Shop is not slowing down. Outlandish, founded by William August, has built a 12,000 sq ft flagship in Santa Monica with 16 livestream studios producing over 2,000 hours of TikTok Shop content monthly and employing more than 50 people. Brands like Crocs and Chemical Guys have used the space to rise to the top of their categories in just a few months, thanks to Outlandish’s affiliate networks and performance-based livestreams

what’s new from youtube

YouTube is rolling out powerful new editing features including automatic beat-sync, AI stickers, sound‑to‑clip alignment, and gallery-based templates.

It just dropped a bunch of new AI-powered tools designed to help creators brainstorm, remix, and edit faster—and they’re showing off the updates in full glory.  Think: auto-generated B-rolls, vibe-matching music, and on-brand thumbnails that practically click themselves.

These new tools democratize creative production, enabling anyone, even without editing skills,  to produce dynamic, viral-ready Shorts. But beware: broader AI-generated content may risk authenticity, as past marketing studies show AI ads may feel less memorable or relatable compared to human-led concepts .

Plus, if you're lost on format strategy or wondering if you’re doing this whole "content" thing right, their Support Article on Content Formats breaks down the best practices for everything from long-form to livestreams.

YouTube isn’t just coming for TikTok and Twitch — it’s aiming squarely at Netflix now.
They’re investing hard in creator-first content, new funding models, and turning Shorts stars into full-blown streamable talent.

A spicy study analyzing over 685,000 Shorts found that the YouTube Shorts algorithm favors entertainment content way more than educational, beauty, or even gaming.
Basically: if you’re not dancing, joking, or being chaotic in the first two seconds — good luck with reach.

YouTube's also cleaning up what it calls “AI slop content.” The platform is tightening the reins on auto-generated, low-effort spammy videos. 

New AI tools in Shorts are getting their own breakdown. We’re talkin’ AI-generated concepts, visuals, and caption support. Expect easier ideation and faster production pipelines for creators looking to scale without burning out.

instagram’s fresh features

Instagram confirmed it’s testing new Reels insights, allowing creators to see exactly when viewers hit "like" during a video. The data will be displayed in an interactive chart, making it way easier to pinpoint what’s working.

And speaking of strategy, Instagram also released a breakdown of what content format to use for which goal:

Instagram also added a Quiz sticker to Feed Posts and Reels. Yes, outside of Stories. You can now drop multiple-choice questions right in your caption, turning your content into an interactive knowledge check — or a pop quiz from hell, depending on your vibe.

Edits App upgrades just dropped: You can now extend audio, voiceovers, and overlays beyond the main video track. Keyframes are here for text, stickers, overlays, and cutouts.

Instagram says download the Edits app like... yesterday. Alongside that we’re also getting: Scheduled DMs,  message translations, even more editing features to add spice to your Reels.

Lastly, Meta is expanding protections for kid accounts. Accounts run by adults but featuring kids under 13 will have strict DMs, filtered comments, and reduced searchability. It’s a response to growing pressure around online child safety — and a long time coming.

creator economy 

Buffer’s latest analysis challenges the “video or die” narrative in social media content.
After studying millions of posts across six platforms, the results show that video isn’t always the automatic winner people assume.

Here’s what works best where:

In summary:

Regulatory scrutiny and consumer expectations are pushing creators to adopt clearer disclosure practices in 2025. Loose or vague influencer sponsorship markings are finally catching up to stricter standards. Brands are now partnering with a more diverse creator pool, including writers, stylists, chefs, and micro‑creators to foster authenticity over curated polish.

Vogue Business' Beauty Index 2025 spotlights a shift — audiences increasingly favor community-driven, trust-based content over glossy campaigns. Brands such as Charlotte Tilbury, Rare Beauty, and Fenty excel through culturally resonant storytelling, stateside events, and real-world activations like pop-ups and IRL‑digital hybrids.

In the past 30 days, a handful of creators and brands casually moved over $29 million in product revenue — all using short-form videos, live streams, and a little something we like to call ✨ creator trust ✨.

We dissected the top 5 creators, 6 highest-grossing brands, 5 viral videos, and 5 livestreams that made the app their storefront.
The goal? Reverse-engineer what’s actually working and how you can steal it.

How These TikTokers Turned Views Into Vaults

⭐️ @iamstormisteele – The Beauty Authority

Brand: CANVAS BEAUTY
Revenue: $833.6K | Views: 3.65M
Stormi sells shampoo like she invented it. Her secret? Niche authority + storytelling + stunning visuals. Her content feels like advice, not ads and her community eats it up.

Takeaway: Mid-tier creators with deep trust > follower factories. Align your product with someone who already owns the convo.

⭐️ @loganwalter05 – The Viral Medic

Brand: Dr. Melaxin Global
Revenue: $759.8K | Views: 97.3M (!!)
Let’s be real: when 200K followers equals 97M views means your content is that good.

Takeaway: Storytelling > stats. You don’t need a blue check, you need a sharp hook.

⭐️ @based – Wellness, But Make It Sexy

Brand: BASED Bodywork
Revenue: $759K | Views: 88.3M
Takeaway: Visuals that soothe = viewers that stay. “Watch-to-the-end” content wins every time.

⭐️ @ayannasabrina – K-Beauty’s Favorite Face

Brand: Medicube
Revenue: $733.4K | Views: 35.5M
Ayanna doesn’t promote — she documents. Takeaway: Real reviews, real routines, real ROI. Consistency > hype.

⭐️ @simplymandys – The Everyday Millionaire

Brand: Simply Mandys
Revenue: $692.1K | Views: 10.5M
Takeaway: You don’t need 1M followers — just a niche, a voice, and a mission to help.

6 Brands That Cashed Out HARD

💡 Trend Watch: Products between $15–$35 with visible results and TikTok-native benefits are winning hard right now. High volume, low friction.

The TikToks That Printed Money

Top-performing videos this month drove $1.76M in revenue. Here’s the cheat sheet:

 Creative Rules That Convert:

The Stage Where Sales Go Crazy

These five livestreams only drove $1.14M  proving that when you entertain, you convert.

Livestream Truths:

So what now? Here’s what we’d do if I was you:

If you're a brand, stop treating TikTok Shop like an experiment and start building your creator flywheel:
- Partner with mid-tier, high-trust creators
- Repurpose top-performing content into livestreams
- Track content → clicks → conversions — not just vanity metrics

If you're a creator, this is your time.
- Niche down
- Be relatable and watchable
- Get into livestreams, they’re the final boss of UGC

And if you’re both?

JoinBrands gives you the matchmaking engine for it all. We help brands launch TikTok Shop Live campaigns at scale with real creators, real results, and real revenue. Start now.

Live Webinar • August 14 @ 9 AM PST
Free, virtual, and built for Amazon brands, advanced sellers, and eComm operators

TikTok Shop is exploding, but most brands have no idea how to go from zero creators to daily sales.

Ian Sells, Co-Founder of JoinBrands, is stepping up at the ZonGuru Q3 Growth Summit to change that.

He’s revealing our exact Cold Start TikTok Strategy — the same one brands are using to recruit hundreds of creators, drive millions in affiliate sales, and dominate TikTok Shop before Q4 hits.

You’ll also hear from 8 powerhouse speakers diving into everything from smart PPC and global expansion to AI-fueled launches, funding strategies, and remote hiring — all laser-focused on making Q4 your most profitable one yet.

Here’s the full squad of 9 industry pros covering growth from every angle: