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- Leaked Revolve Campaign Briefs Show Influencer Pay Rates, Requirements
- Instagram and TikTok Go to War at New York Fashion Week
- Amazon Live And Amazon Storefronts For Influencers
- YouTube Paid Over $6 Billion to Music Industry in 12 Months
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Great Reads
YouTube Paid Over $6 Billion to Music Industry in 12 Months
YouTube, the world’s largest streaming platform for music, announced that it has paid more than $6 billion to the music industry in the 12 months between July 2021 and June 2022 — some $2 billion more than it said it paid in the previous 12 months. Like last year, the announcement comes in the form of a blog post from the platform’s head of music, Lyor Cohen.
While short on specifics, the post does outline some of the contributing factors. “We want our twin engine of ads and subscriptions to be the #1 contributor of revenue to the industry by 2025,” Cohen wrote. “That’s why YouTube is monetizing all music formats (short & long form video, audio tracks, Live, etc.), on all platforms (desktop, tablet, mobile, and TV), in over 100 countries. And overall watch time of music content on YouTube across desktop, tablet, mobile, and TV continues to grow year over year.”
He continued, “We also pioneered the monetization of user generated content (UGC), which we knew could become a powerful engine for the industry: UGC drove over 30% of payouts for artists, songwriters and rights-holders, for the second year in a row; Shorts generates 30 billion views per day, with 1.5 billion monthly logged-in users.
How Kendra Scott Built a Billion-Dollar Fashion Empire—Without Beverly Hills - WSJ - Registration Required
“Hi y’all! My top is from Shein, my skirt is from Lilly Pulitzer, my shoes are from Steve Madden, my earrings are from T.J. Maxx, my bracelet is from Cartier—and my necklace is from Kendra Scott.”
In the familiar cadence of “Bama Rush” videos, the subgenre of TikTok’s “outfit of the day” posts that grew out of the University of Alabama’s sorority-rush season, one jewelry brand comes up again and again. Earrings? Kendra Scott. Ring? Kendra Scott. Bracelet? Kendra Scott!
“It’s almost like a cult following,” said Ms. Scott of her appeal, wearing a top in her signature shade of sunny yellow when we spoke over Zoom.
When Bama Rush first began trending in 2021, it introduced Kendra Scott to the kind of coastal-elite audience that had been ignoring her for nearly 20 years. By the time she became a TikTok sensation, the 48-year-old jewelry designer had already steadily built an empire valued at more than $1 billion. Founded in 2002 in Austin, Texas, the Kendra Scott brand went from a single mom hand-tooling jewelry in her spare bedroom to a retail behemoth with 130 stores in the U.S., an estimated $360 million in annual sales and a devoted fan base, especially among young Southern women. In 2017, Boston investment firm Berkshire Partners closed on an undisclosed stake in Kendra Scott, valuing the company at $1 billion and with Ms. Scott retaining majority ownership.
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Campaign Insights
Medtronic taps TikTok-famous physician as first chief medical officer of GI business
Amid the viral dance challenges and spot-on lip-syncing videos, a handful of physicians have carved out their own corner of TikTok. These social media-savvy clinicians use the video-sharing app to correct medical misinformation, offer peeks inside their busy lives and, in the case of gastroenterologist Austin Chiang, M.D., bust myths about colonoscopies and normal bowel function.
Since joining TikTok just over two years ago, Chiang has amassed nearly 500,000 followers and a whopping 17.4 million likes on his videos. And his platform just got bigger: As of this month, Chiang is now the first-ever chief medical officer of Medtronic’s gastrointestinal business.
In the newly created role, he’ll offer up his medical expertise to guide clinical data collection, company publications and training and support within the segment. He’ll also work to ensure patient safety throughout the development, clinical trials and post-rollout surveillance of Medtronic’s GI offerings, spanning endoscopic ultrasound, motility and reflux testing and more.
“Many of the most innovative and disruptive technologies in my field, including the first artificial intelligence-assisted polyp detection device for colonoscopy, have come from Medtronic,” Chiang said in a statement to Fierce Medtech. “I am thrilled to be joining this team to help address some of the challenges we face in diagnosing and treating patients with gastrointestinal diseases.”
Anastasia Beverly Hills and Nicole Guerriero Collaboration
The team behind Anastasia Beverly Hills always has an exciting launch in the works (recent incredible products include the Holiday Glow Kit, the Makeup by Mario palette, and a full range of brushes). Claudia, the brand's president, just revealed an upcoming collaboration: a partnership with beauty influencer Nicole Guerriero.
Nicole, who has nearly two million Instagram followers and almost three million subscribers to her YouTube channel, shared a behind-the-scenes video from the campaign. ""I can't wait for you babies to see the goods,"" she gushed to her fans.
After weeks of speculation, the Anastasia Beverly Hills x Nicole Guerriero product has been revealed, and it's exactly what we'd hoped it'd be: a Glow Kit! The packaging for the upcoming launch was teased on both the brand's official Instagram and Nicole's feed. The pastel pink component features tiny sparkles and a gorgeous holographic finish on its text.
The size of the compact is similar to that of the Moonchild and Holiday Glow Kits, so we're anticipating six shimmery highlighters will be inside. Considering Nicole has been wearing a lot of illuminator in her recent shots, we can only assume that a few of the images feature her new product.
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Interesting People
Angie Awadalla Coleman: Amazon Live And Amazon Storefronts For Influencers
“I know some of our creators are doing Amazon Lives pretty actively. It starts with a base, like a flat rate fee, and then from there, it adds to it. It’s tiered. So, as they hit start tiers with their sales, they end up getting a certain amount of commission or a certain amount of extra money based on that tier.”
Angie Awadalla Coleman shares that creators can do as many live streams as they want to increase their potential for how many sales they make.
Creators can join the program in two primary ways:
A brand like Disney can tell Amazon that they want the creator to work on a particular Amazon Live.
The more common way is for creators to launch an Amazon storefront and opt into doing Amazon Lives. Amazon will walk them through setting up their shop and live streams.
G&B also has contacts that can help creators set up Amazon Lives for their clients.
Angie shares, “I think it’s [Amazon Live] is more like a modern-day QVC or HSN, if you will, with your favorite creators that you trust and love. They can see what the product looks like, whether it’s clothing or kitchen [items]. Whatever the case might be because there are obviously all different sorts of products that are available on Amazon. Basically, they send the products to the creator, and the creator showcases those products, and they’re able to link it to their [Amazon] storefront.”
Michelle Phan's next move: A digital course for aspiring creators
Some might call Michelle Phan the original beauty influencer. She started posting content to YouTube in May 2007. She continued to do so voraciously until 2015 when she shut down all of her social media channels, essentially disappearing from public life. Two years later, she returned with an 11-minute animated video called “Why I Left.”
Since then, Phan has been busy. She’s nourished her interests in cryptocurrency and has continued to work on her brand Em Cosmetics, which has put out a steady stream of product launches. Its most recent is the Everglass Lip Dew.
Now, Phan is launching an entirely new business venture: Summer School. According to its Instagram bio, it’s “Empowering a generation of creators to become the main character.”
Phan said she underestimated the learning curve of going from narrating YouTube videos to instructing digital courses. “I’ve been laser-focused on getting the curriculum ready because I’ve never taught; this is new to me,” she said.
The course will be for sale on summerschool.global and will be broken down into four chapters: one about self-development and mental and emotional wellness, one about “becoming a main character,” one about content ideation, and the fourth on monetization strategies and building “a community on your own terms.”
How this 26-year-old influencer turned her side hustle into a full-time gig after quitting her Big Four accounting job
"People often look at what I do and think 'oh, she's just an influencer'," she told Insider. "But what I've managed to do is learn how to deliver a message, create campaigns for brands and come up with the whole concept, strategy, and deliver content across four platforms."
Shah says she fell out of love with the corporate world because of the impact it was having on her mental health. She launched her platforms on Instagram, TikTok, YouTube and LinkedIn as a side-hustle and started to monetize them last year.
"The first step for me was just building a personal brand," Shah said. "I started talking about the things that other people weren't and made use of areas that I had expertise in."
The 26-year-old spoke about the reality of the corporate world in TikTok videos and shared her experience of working as an auditor and consultant.
"I shared the highs, lows, lack of work life balance and how working 16-hour days negatively impacted my mental health," Shah said. "These were things that a lot of people were going through, but no one was creating content about it."
The British-Indian influencer found gaps in the market where she could add value and built her brand around other areas including the lack of representation of women and ethnic minorities in sport.
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Industry News
TikTok Un-Packs Series: Everything You Need To Know About It
What Is TikTok Un-Packs?
TikTok Un-Packs is the platform’s latest wellness series, aimed to encourage audiences to take better care of themselves and use social media as a positive tool. The series will last for four weeks, providing audiences with new content every week.
TikTok Un-packs also focuses on the power of community, using a wealth of resources and events to bring together experts from around the world. Alongside a selection of specialist content, the platform has also released a range of hashtags to help push this content further.
This is not necessarily a novel idea for the platform as they have produced a plethora of wellness content in the past. TikTok has also built a wellness hub to collate a range of content for audiences to access whenever they like.
What Does the Series Aim To Achieve?
Aside from building a sense of community on the platform, it seems that TikTok is using this series to place underrated creators in the spotlight. These influencers are well recognized for operating in the mental health niche, a space where many creators enjoy sharing their personal recovery stories. As such, these influencers can inspire others to reach out during difficult times.
Essence and Influential aim to improve equity in the creator economy
Black-owned Essence Ventures is teaming up with influencer marketing agency Influential to connect brands to Essence’s diverse audiences and provide data on the power of creators of color.
The partnership means Essence will be able to use Influential’s analytics tools to assess its creators. Influential's clients will be able to tap into Essence Venture’s brands, including its namesake magazine and events, such as music festivals Essence Fest and Afropunk.
“We want to bring more opportunities to Black and minority creators, and have them driven by a Black-owned media company,” said Pauline Malcolm-Thornton, chief revenue officer of Essence Ventures. “We also know that creators of color are typically underpaid, so we want to have those data insights that prove their efficacy.”
Malcolm-Thornton agrees, adding that there seems to be an interest in connecting with the Black community, but not necessarily a deep understanding of Black culture. “It’s about leaning on us as it relates to understanding the nuances of these communities,” she said. “Rather than co-opting the culture, lean on experts to create authentic connections.”
Instagram and TikTok Go to War at New York Fashion Week
American TikTok users open the app more than 8 times a day. 13.15 percent of 3.8 billion social media users use Instagram daily, and 11.01 percent of 4.54 billion internet users worldwide access Instagram daily. Instagram also has 1.3 billion users to TikTok’s 1 billion, but in 2021 TikTok had 745 million downloads to Instagram’s 545 million. Still, 89 percent of marketing professionals prefer Instagram over TikTok for digital marketing.
Brands, like Coach, love courting the next generation of top trending influencers. TikTok star and model Wisdom Kaye has been seen front row at New York Fashion Week at Coach’s show. He’s also been known to receive lavish gifts from designers, like Rick Owens, who want to see him wear their clothes at Fashion Week events.
On the other hand, brands like Nicole Miller who are more tuned into the millennial and up crowd, historically prefer Instagram influencers, like Christina Caradona, in their front rows.
Gen Z model and influencer Cole Etgen, who has both attended and modeled at New York Fashion Week, boasts 70,000 followers on Instagram and over 468,000 on TikTok. While he has a sizable TikTok following, he finds brands he’s worked with court him more on Instagram. “Instagram is the first fashion platform, so people on there take fashion more seriously,” he said. “On TikTok, if you’re perceived as attractive and have fashionable clothes on TikTok you do well. On Instagram, people are less concerned with being perceived as attractive, and there’s more of a focus on the actual fashion.”
Creator Ventures: A New Frontier In Consumer-Internet Venture Capital
Will creators change the world?
If you ask Creator Ventures partners Sasha Kaletsky and Caspar Lee, the answer is a resounding yes.
Caspar Lee and Sasha Kaletsky have always been on the cutting edge in their respective fields. Lee was one of the earliest YouTubers in the UK, rising to international prominence across most social media platforms, and he later founded Influencer.com, a premier influencer marketing business. Sasha Kaletsky is a former private equity investor who has previously worked for Bridgepoint and Uber.
Together, they now bring their expertise and entrepreneurial spirit to Creator Ventures. They recently unveiled their daring new plan of investing $20 million globally in consumer-internet startups, investing alongside and helping with introductions to large-scale social media creators, as well as celebrity musicians, athletes and TV personalities.
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Great Paywalled Content
Leaked Revolve Campaign Briefs Show Influencer Pay Rates, Requirements - Business Insider
As influencers and celebrities descend upon New York City for the annual Fashion Week, millennials and Gen-Z dressers are clamoring to secure an invite to Revolve's NYFW-related activities, which include a cocktail party featuring celebrities like Ciara and influencer Remi Bader, and a fashion show in partnership with designer Dundas.
The fashion retailer, which launched in 2003, has focused on reaching its customer base through influencer marketing, offering clothing credits to influencers who post photos and videos in the cut-out mini dresses or leopard-print bike shorts sold on the platform.
It's been a winning strategy: The company now has an influencer network of more than 4,500 global partners, and it boasts over 5 million followers on Instagram.
But some industry insiders say Revolve's "product gifting" is beginning to be out of touch with current influencer-marketing norms.
"Many influencers are happy to work in exchange for Revolve clothing credits, for example, because Revolve has a very strong brand," said Lindsey Lee Lugrin, the CEO of the influencer pay transparency platform FYPM. "That being said, this industry is evolving rapidly, influencer-pay transparency is becoming the norm, and Revolve will probably have to start offering more monetary compensation in addition to clothing cred
Instagram Stumbles in Push to Mimic TikTok, Internal Documents Show - WSJ
Meta Platforms Inc. META -1.27%▼ Chief Executive Mark Zuckerberg is betting the social-media giant’s near-term future on Instagram Reels, the short-video feature he is touting as the company’s answer to TikTok.
The company’s internal research shows that Meta has a lot of catching up to do.
Instagram users cumulatively are spending 17.6 million hours a day watching Reels, less than one-tenth of the 197.8 million hours TikTok users spend each day on that platform, according to a document reviewed by The Wall Street Journal that summarizes internal Meta research.
The document, titled “Creators x Reels State of the Union 2022,” was published internally in August. It said that Reels engagement had been falling—down 13.6% over the previous four weeks—and that “most Reels users have no engagement whatsoever.”
One reason is that Instagram has struggled to recruit people to make content. Roughly 11 million creators are on the platform in the U.S., but only about 2.3 million of them, or 20.7%, post on that platform each month, the document said.
Meta spokeswoman Devi Narasimhan characterized the data about viewing hours as outdated and not global in scope, but declined to disclose other numbers. She said Reels engagement currently is up, on a month-to-month basis.
“We still have work to do,” she said. “But creators and businesses are seeing promising results, and our monetization growth is faster than we expected as more people are watching, creating and connecting through Reels than ever before.”
Substack's New Recruiting Target: Frustrated Instagram Influencers - Business Insider
The recent influencer blowback to Instagram and its changing algorithm — which has heavily prioritized video "Reels" of late — has become a golden opportunity for Substack to recruit.
The platform, which is most known for paywalled email newsletters, now wants to bring on influencers of all kinds — fashion, lifestyle, photography, and so on — to try their hand at subscription content. The company promises a better experience and audience engagement than Instagram.
"People on Instagram right now are not happy," said Helen Tobin, a spokesperson for Substack. "We are seeing a lot of people say 'my content isn't being seen, I don't want to make Reels,' and we see them coming to Substack."
"We have recruiters who are talking to people all the time, saying this is a place you can own your audience; you're not subject to an algorithm," she added.
Last month, the company published a blog bluntly titled, "Bringing your Instagram followers to Substack."
Tobin said Substack is no longer offering creators a yearly salary or a lump sum payment to post (as it had in the past), but is now focused on poaching prospective talent by selling them on its services. Even though pay and benefits cutbacks have rankled some of Substack's talent, the company has successfully recruited several creators without them.
And Substack's newest talent acquisition strategy is scouting Instagram creators who are fed up and want to jump ship.
its in the very near future to convince influencers to continue working for them."
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