Ding-Dong, Your Short-Form Video Is Here; The Payback Payouts | AdExchanger

"DoorDash is trying to be both, according to TechCrunch . On Tuesday, the delivery app launched a creator program to compensate users who record and post qualifying short-form videos of their takeout orders. In a way, the program incentivizes people to create what are essentially ads for local eateries. In theory, this could be a win-win for restaurants that don't have the budget to produce their advertising, but might benefit from being featured in DoorDash's discovery feed."

"But that's assuming, of course, that anybody actually uses the creator tools and people watch these videos in the DoorDash app. Uber Eats launched a similar TikTok-lite feature last year, but hasn't released any statistics regarding its popularity or effectiveness for advertisers. If anything, some users reported feeling overwhelmed and distracted by the introduction of a social-ish video feed. Democracy In Action Another day, another Big Tech payout to President Trump over a fatuous lawsuit."

DoorDash launched a creator program to pay users who record and post qualifying short-form videos of their takeout orders. The program incentivizes users to produce content that functions as ads for local eateries and could help restaurants lacking advertising budgets gain exposure in DoorDash's discovery feed. The initiative's success depends on user adoption of creator tools and viewer engagement within the DoorDash app. Uber Eats introduced a similar TikTok-lite feature last year but released no effectiveness data, and some users reported feeling overwhelmed and distracted by a social-style video feed. Major tech firms paid multi-million-dollar settlements over account bans and edited content. Advertising holding companies face consolidation and scale pressures.

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