As YouTube tries to attract TikTok users, Brazil drops in inflation ranking and what matters in the market

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YouTube doubles down on TikTok

YouTube announced on Tuesday (20) that content creators from YouTube Shorts, a rival format to TikTok, will be able to participate in its partner program and thus receive part of the platform’s ad revenue from 2023.

The tactic adds to the background of $100 million created this year to attract content creators and, along with them, their followers who are now on TikTok. The Chinese app still does not pay its users.

The strategy: short video creators will get 45% of the revenue of the ads that will be displayed in the interval between one content and another.

• In YouTube’s flagship format, where ads are shown before and during videos, this distribution is 55%.

why does it matter: TikTok has become the video streaming app of choice for American children and teens for some time now, which naturally generated reactions from the country’s giants.

• Snapchat also launched a short video tool, as did Instagram with its reels format.

The challenges: It is no wonder that, to this day, short video platforms do not pay their creators. One of the problems is the format, which makes it impossible to have a half-minute advertisement in the middle of a 15-second video.

• The solution found was to insert it between the videos. But then other problems arise: what is the fairest form of revenue sharing? Should the creator of the video that comes before the ad earn more or the one that comes after?

YouTube said in a note that the revenue split for each creator will be based on the total views of their Shorts, without giving further details.

me and the robot

Only in 2023, 5 billion hours will be saved by businesses and consumers with the use of chatbots (robots that communicate with customers via text), according to Accenture.

As robots proliferate – to the wrath of those who prefer human contact – telemarketers become involved in other stages of customer service.

What explains: the transition from an old model, in which attendants read a ready-made script, to the current one, with contact through the social network, has practicality as one of the reasons, but it happens mainly because of the difference in costs.

• Take Blip, one of the largest bot developers in the country, says that without the costs of labor and calls, robot service is about ten times cheaper for companies.

• The telemarketing entities do not see the change as motivating the dismissal of workers, who started to provide a new service: now they know the company better and solve more complex problems.

In numbers: in 2022, the services most provided by robots were customer service (66%), right in front of support to the administrative sector (11%) and sales (9%), the next on the list of the Panorama Mobile Time Survey, released in August.

• Among the most used apps, WhatsApp, preferred by Brazilians, leads with 81%followed by Instagram Direct (66%), Telegram (54%) and Facebook Messenger (52%).

Why the price of the gas cylinder hasn’t dropped

Even with the 4.7% cut promoted by Petrobras in the price of cooking gas, the price of cylinders sold by distributors rose 1.2% last week, according to a survey by the ANP.

In numbers: the most used cylinder, weighing 13 kilos, went from R$ 111.91 to BRL 113.25 in the national average, in the third week in a row. The state-owned company expected an average reduction of BRL 2.60 per cylinder.

What explains: it was during this period that the distributors began to readjust the salaries of the employees – the base date for the category is the 1st of September.

• The resellers had already communicated that the consumer might not notice the reduction in prices because of the increase passed on as a result of the collective bargaining agreement and other costs.

Back: Unlike other fuels whose prices are adjusted by Petrobras, such as gasoline, diesel and ethanol, the price of cooking gas has not dropped so much in recent months.

• This is mainly because federal taxes on the product had already been zeroed in 2020.

• In this case, the government opted for a direct subsidy for the poorest population, with the Auxílio Gás program. It started at the end of 2021 with a value that was equivalent to 50% of the price of the cylinder every two months.

• The transfer doubled in August and started to subsidize the total value of the cylinder every two months to about 5.7 million of families.

Brazil falls in the inflation ranking

Brazil moved away from the top of the inflation ranking among the main economies in the world. In August, it dropped to 8th place among the G20 members – four countries have not yet released the result for the month.

In numbers: driven by the decline in fuel prices, the IPCA registered deflation of 0.36% in August and made the inflation accumulated in 12 months fall to 8.73%.

• The country has lower inflation in this clipping than countries like the United Kingdom (9.9%), Italy (9.1%) and Germany (8.8%) and close to Mexico (8.7%) and USA (8.3%).

what explains: Brazil’s differentials in relation to other countries are in the cut in fuel taxes and in the most advanced stage of the cycle of high interest rates.

Far from target: Despite the recent improvement, inflation should still exceed the target ceiling for this year and next, repeating what happened in 2021.

• By 2022, the target is 3.5%with a tolerance of 1.5 points up or down, and the market forecast points to a rise of 6%.

• For next year, when the goal will be 3.25%estimates indicate that the IPCA should remain at 5.01%.