A fierce war between technology giants to attract content makers


The competition between technology giants was not limited to achieving financial profits only, but also expanded to attract the largest number of content makers. The world's major tech companies, such as Facebook, Twitter, and Spotify, are racing to build and launch new tools and features on their platforms to help them compete with smaller startups; To attract and attract talented individual creators and content makers who have been given the opportunity by startups to show their creativity and distinction, something that giant companies have neglected for a long time, and when they woke up, they found the train almost missed, and they are now doing everything they can to catch up.

In fact, the interest of major companies was focused on earning huge money from advertising revenues to the point where they forgot to pay attention to the creators of individual content makers and provide them with the opportunity to highlight their talents and achieve some material gains as a result of their distinction.

In the absence of the eyes of these companies that monitor everything, new platforms and applications have suddenly appeared that are interested in popular creators and content makers, such as “TikTok” for short videos, “Clubhouse” for voice chat, and “Substack” ) for newsletters, and other emerging applications that gave the opportunity for individual talents to emerge from all over the world, and also gave them the opportunity to make money from these talents, something that was overlooked by the major companies that were only interested in accumulating vast fortunes for themselves.

Podcasts and podcasters: The battle over votes

In this context, a few days ago, Spotify, the global music and podcast giant, announced a new live audio chat application under the name “Greenroom”, which gives the opportunity for creators, visitors, singers, and young musicians to join the live sound rooms, and transform the creations that take place in them into Audio files (podcasts). This app was launched only shortly after Spotify acquired Betty Labs; It is a small application startup that has developed an audio application that has become very popular among young singers and musicians in the world under the name “Locker Room”.

Spotify also announced that it intends to launch new tools for podcasters that allow them to earn money from subscriptions and receive bonuses from fans.

Facebook for its part recently announced the launch of the first beta test of its new audio rooms, and observers joked that these rooms are very similar to the rooms of the Club House and Twitter Spaces.

Facebook will roll out new podcast tools and features for creators and content makers next week, as reported by The Verge.

As for the “little sister” Twitter, it announced the expansion of its audio rooms “Twitter Space” to become very close to the Clubhouse area, an application that gained immense popularity during the pandemic, and is now facing increasingly fierce competition from major companies every day.

And do not forget the “big sister” “Apple”, which announced only a few days ago the availability of “Apple Podcasts” subscriptions in global markets, so that podcasters can charge listeners for the content they provide, and the service is available in more than 170 countries in the world.

Everyone suddenly became interested in giving money to creators and content creators; It's a new world taking shape.

News messages: The war on writers

Facebook is looking to launch a new independent newsletter writing tool for creators soon, called Bulletin, according to Vox Media.

It seeks to pay writers to attract them to its new platform, a strategy similar to that used by the Sebastack platform; It is an independent news platform that has attracted a large number of young writers and journalists during the pandemic.

As for Twitter, it had bought earlier this year 2021 the news bulletin platform Revue. It is a platform dedicated to journalists to write news messages and has included subscription links in journalists' personal files, and it launched earlier this June its first news experience on the platform.

Dozens of platforms around the world have started introducing new features and tools that allow fans and followers to pay their favorite content creators, whether through subscriptions or incentive grants, something that Patreon has done for a long time.

Short videos: The war of films

Facebook, Twitter, Snapchat, YouTube, and Reddit have launched new tools and features that allow users to produce short videos similar to those in the Tik Tok application, and the goal is to take a share of the market acquired by the Chinese company, but on Unlike apps belonging to small companies that big companies have been able to eliminate or acquire due to their inability to compete, TikTok is able to weather the storm because it is already owned by a huge organization with great resources, the Chinese tech giant ByteDance.

The future is for content creators; That is why we will see that the war to attract creators will intensify between technology companies that seek to stay in the market, and continue to acquire the largest share of it, and there are 50 million people in the world who consider themselves creators and content makers, and they will be the arena for the next great war and its fuel as well.

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