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- YouTube’s richest creator MrBeast is seeking a $1.5 billion valuation
- How TikTok Is Breeding New Music Talent With StemDrop
- Clinique takes a new approach to TikTok
- Everything We Know About Walmart Creator
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Great Reads
YouTube’s richest creator MrBeast is seeking a $1.5 billion valuation
The world’s richest YouTuber is reportedly looking to rake in a 10-figure valuation for his multiple money-making ventures. If he’s successful, they would be the first influencer-led businesses to reach such a valuation.
MrBeast (real name Jimmy Donaldson) is the fifth most subscribed creator on the video platform with a subscriber count of 107 million, and earns the most money of them all—Forbes estimates that Donaldson earns $54 million per year for his content alone.
He’s known for unleashing daring and sometimes dangerous challenges on himself, his friends, and sometimes strangers—which always come with eye-wateringly rich prizes. Among his other videos, which include pranks, gaming, and elaborate stunts, he also films his philanthropy, sometimes giving away houses and cars to unsuspecting individuals.
But his videos are only a part of his endlessly growing brand, which now includes a food delivery business called MrBeast burgers, a physical restaurant for his burger chain, and a snack brand called Feastables. Even a Netflix show could be in the works.
These ventures have already raked in immense amounts of cash: Feastables reportedly made over $10 million in revenue in its first few months, while the YouTuber claimed on Twitter that his burger chain “has shared over $100 million in revenue with restaurants across America.”
How TikTok Is Breeding New Music Talent With StemDrop
In October 2022, TikTok announced the launch of StemDrop, a global collaboration project that aims to pair some of the platform’s finest creators with the world’s most iconic songwriters and producers.
The project was formed by Syco Entertainment, a media entertainment giant that is led by Simon Cowell. On the 26th of October, StemDrop will release a collection of audio sources to help creators produce their own renditions of the original song ‘Red Lights.’
How Will the Process Work?
Later this month, creators will have access to a variety of music stems, giving them the keys to the initial foundations of a chart-topping hit. Max Martin, who is best known for his work with Britney Spears, Backstreet Boys, and The Weekend, will release a snippet of their original song.
Creators will then be able to mix, edit, and alter the track to better suit their own music styles. StemDrop is also releasing a series of individual effects, which will allow users to add harmonies as well as implement their own audio.
Using the StemDrop H5 page, influencers will have the chance to alter select aspects of the song, such as the vocal parts and bass. Thus, they can manipulate the song in whichever way they choose and upload it to their own profile.
What Will Creators Be Asked To Do?
StemDrop’s main focus is collaboration, encouraging influencers on TikTok to engage with one another to build a catalog of inspiration and ideas. The TikTok account associated with StemDrop will also share some of the best covers on a weekly basis.
The platform hopes that this will inspire new talent to show off their production skills and work alongside some of the biggest faces in the modern music industry.
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Campaign Insights
British Tourism agency invests in software tool to boost work with online influencers
Britan's national tourist board has invested £30,000 in a software tool to help manage and monitor its work with social-media influencers.
Recently published procurement information reveals that the British Tourist Authority (BTA) – which operates chiefly under the VisitBritain brand – last month signed a one-year deal with Brandwatch for a “social influencer platform”. The deal will be worth an initial £31,080.
In response to an enquiry from PublicTechnology, the BTA indicated that the tool will support its growing work with online influencers based in both the UK and overseas. The technology system will enable the authority identify influencers, check the authenticity of their online followings, and help assess “brand alignment” with VisitBritain.
Once relationships have been established, the tool will allow the tourist board to “track influencer content and results in real time, providing deeper insights into influencer activity performance and to confirm it is meeting the organisation’s objectives”.
VisitBritain’s previous work with influencers has included an international campaign dubbed ‘Welcome to Another Side of Britain’ and launched earlier this year. The initiative saw the BTA work with 12 online personalities with global followings, who collectively visited eight cities around the country and took part in different local activities.
“Four groups of three influencers discovered two cities during the week-long trip creating videos and stills for their social channels, highlighting fresh and exciting experiences to come and enjoy right now, driving immediacy to visit, and showcasing Britain’s vibrant culture,” the said the BTA, in a statement to PublicTechnology. “Influencers were contracted to deliver 250 pieces of content, which could be repurposed on VisitBritain-owned channels, in exchange for a content creation fee and experiences organised during the trip, to reach 20 million unique accounts, generate 30 million impressions and 700,000 engagements.”
Clinique takes a new approach to TikTok
Clinique is taking a new approach to its TikTok strategy, starting with an ongoing campaign called #CSuite.
C-Suite, which began in October, is the first time the brand is partnering with influencers on an ongoing basis in support of a wide variety of Clinique hero and trending products. In the past, Clinique had only tapped influencers for one-time programs or isolated product support efforts. C-Suite, shorthand for “Clinique Suite,” is meant to represent credibility and authority for the brand and its partners. Additionally, the #CSuite campaign reaches beyond North America. Clinique has a group of eight individuals based in North America plus created influencer teams in key regions, including the Middle East and Europe.
As TikTok’s role in consumer engagement grows, the #CSuite campaign provides an opportunity for Clinique to further engage with Gen-Z consumers in several ways, from product discovery and trend-spotting to entertainment and personal connection, said Sameer Agarwal, vp of marketing for Clinique North America. Clinique has had key moments on TikTok, including its first campaign in 2020 called #ZitHappens and the unpaid viral moment with its Black Honey lipstick which caused the brand to sell out.
“The C-Suite campaign is, in many ways, an evolution of all of those [experiences]. We’re trying to create something native to TikTok but also represent the brand in a way that actually allows us to bring the brand point of view to life,” said Agarwal.
NBCUniversal Taps 11 TikTokers For Its New 'Creator Accelerator' Program
NBCUniversal is harnessing the creativity and star power of TikTok content creators. The company announced the launch of its Creator Accelerator program – a 12-month-long initiative that will help train creators to make content for television, as reported by Deadline.
For the occasion, NBCUniversal tapped 11 social media stars, who collectively have a following of over 10 million online. Over the course of the program, each creator will be assigned a development mentor to help them develop scripted and unscripted content. They will learn how to pitch future projects – while already having signed development deals with Universal Studio Group to create original content.
“Social media has opened up a world of new possibilities for premium video content, including expanding the traditional definition of creative storytellers to include young, up-and-coming diverse creators who are releasing original content on social media almost daily,” said Kathy Kelly-Brown, the Senior Vice President of Strategic Initiatives at NBCUniversal, according to Deadline. “NBCUniversal is the first major media company to tap into this new generation of creative storytellers thanks to this new, first-of-its-kind accelerator program.”
The group includes content creators such as Katie Florence, Daren Girdner, Emily Uribe, Gabriella Carter, Reece Feldman, Charlie Curtis-Beard, Erika Priscilla, Vijay Nazareth, Sara Nahusenay, Francesca Fiorentini and Serena Kerrigan.
Why retailers are rushing to build tools for creators
Retailers and platforms are investing in new portals specifically geared toward social media creators.
This week, Walmart launched Walmart Creator, a new website that enables creators to easily monetize shoppable products from the store. “We know our customers are inspired by the content and stories they see from their favorite influencers in their social feeds every day,” said William White, chief marketing officer, Walmart U.S. in a press statement. Separately, specialty lending and online payments provider Klarna also introduced a new platform that connects creators and merchants to automate actions at scale, from initial contact to partnerships to tracking sales and commissions, as part of its most recent release of new shopping tools, Spotlight.
Influencer marketing experts told Modern Retail that retailers want direct access to top social media performers as well as ownership of all the data related to their influencer activities. Additionally, retailers benefit because this reduces their marketing costs and eliminates issues with using third-party platforms.
According to Danielle Wiley, founder and chief executive of influencer marketing firm Sway Group, more engagement and clicks are generated for shoppable content published by creators than by material produced by the retailers themselves. “Shoppable content is everything right now as consumers embrace online shopping in bigger and bigger numbers. At the same time, it’s becoming clear that creator content drives higher engagement and clicks than content created by retailers themselves,” said Wiley who works with Amazon influencers like Clarissa Laskey and Amy Fulcher.
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Interesting People
Micro-Influencers Have Mastered The Side Hustle
Anasofia Gomez spends her early mornings filming herself journaling, picking up coffee and getting ready for the day. By 9 a.m., she’s ready to start her full-time job as a social media marketer.
The Los Angeles-based creator is just one of the 53% of non-professional creators in the United States who maintain a full-time job while also creating monetized content. Colloquially speaking, Gomez is considered a micro-influencer—creators with followers that range from 1,000 to 100,000.
Gomez treats her content creation as a second job: she starts her day at 6 a.m. just to film her content, which often features her outfits and local recommendations, and ends her days at 11 p.m. by posting her daily video. This level of dedication has earned Gomez almost 38,000 TikTok followers and partnerships with brands like perfume company Dossier and FitOn—a fitness app.
Jon Davids, the CEO of influencer marketing company Influicity, says brands often partner with micro-influencers to create a larger volume of content. Similar to their partnerships with normal influencers, companies will send micro-influencers free products in exchange for a promotional video. Depending on the influencer, some companies will pay over $200 per video.
The difference, of course, is that since companies can pay micro-influencers less, they’ll get more content for their money. For example, he says a mega-influencer may charge $5,000 for one video, while companies can take that same budget and work with roughly 30 micro-influencers.
“You can get lots and lots and lots of content without paying massive amounts of money for it,” Davids says. “And, frankly, the supply is just there.”
Chesca Ferrari: Dealing With Receiving Hate Online
Chesca Ferrari is a 29-year-old UK fashion, swimwear, and lingerie model and influencer. She has been creating fashion and lifestyle content for Instagram for two to three years as a hobby.
Recently, she started doing more modeling and is looking at transitioning from her full-time job to full-time content creation. Today, she shares her experience with hate online and signing with Sintillate Talent.
Chesca shares that she didn’t expect to receive so much trolling when she began creating content.
“It was something that I didn’t really expect when I started doing it [content creation]. The trolling that I’ve experienced is based on my body shape, more like skinny shaming.”
She adds that she’s seen people skinny-shaming others on forums and other platforms but didn’t expect it on social media. Unfortunately, she hasn’t seen many other influencers speak about it on their platforms.
“I think there’s a lot of fat shaming and things like that, but skinny shaming hasn’t really been in the forefront of the issues with trolling on social media.”
Chesca has also experienced skinny shaming in person when others exclude her from conversations about dieting or fitness because they assume she doesn’t need to be involved with it.
Chesca feels a lot of aggression and pressure from trolls online, many of who she feels don’t recognize her as a person. Instead, they view her as a 2D image with no feelings.
She shares that some people may troll because of a lack of understanding toward others.
“It’s something that if people are in a different demographic to you, they don’t understand you, and they can’t put themselves in your shoes. So, they think anything that’s not what they are is alien to them, and they just troll.”
She adds, “I’ve done nothing to you apart from standing there in some lingerie and stockings. I don’t know whether it’s hate or I don’t know if it comes from maybe jealousy. I don’t necessarily think it’s jealousy. I think it’s just kind of not understanding that isn’t you.”
Ryan Davis, Founding Partner And CDO Of People First
People First, formerly Main Street One, is a micro-influencer marketing company focused on brand, cause advocacy, and political campaigns. They help brands meet their customers where they are on different channels, such as Twitter, YouTube, Instagram, and TikTok, through personal stories created by the audience’s peers. People First specializes in micro-influencer recruitment and produced over 19,000 pieces of unique content for progressive organizations in 2019 and 2020 with these creators.
Ryan explains, “One of the things that make us unique as a company is we have a team of digital relational organizers that I’ve built out. On the Obama campaign, we had people actually go into the Internet and recruit very specific people, whether it be on message boards, Instagram, Facebook groups, etc., who are talking about certain issues or products.”
People First: A Micro-Influencer Marketing Platform with Ryan Davis, Founding Partner and CDO of People First
After finding specific people who share the same interests and values as a brand, the People First Team brings the brand and creators together, helping them scale their campaign content through authentic peer messaging.
“The difficulty in scaling [People First] is that it’s a very one-to-one sort of program, so we wanted to have a place where all the creators would live after they worked with us, where they could have access to other campaigns that were looking for folks in their specific geography, demographic groups, etc.”
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Industry News
Everything We Know About Walmart Creator
In October 2022, Walmart released a press release that went into more detail about its much-awaited creator marketplace. The brand hopes that Walmart Creator will become an intuitive portal that will help influencers monetize content surrounding shoppable products.
Earlier this year, the brand filed various trademarks for ‘Walmart Creator’ as well as ‘Walmart Creator Collective’. This created an immense buzz throughout the influencer marketing industry and left creators yearning for more information.
Walmart has always been ahead of the game when it comes to social commerce, hosting shoppable live streams on TikTok and being active on a plethora of social media channels. Walmart Creator is currently operating in Beta and hopes to fully launch throughout the holiday season and into 2023.
To be a part of this program, influencers must apply through the Walmart Creator official website. First, influencers must create an account, which will give them access to the tools if their application is approved.
Then, users will be asked to fill in a short ‘About You’ section. This allows influencers to show off their skills and highlight why they would be a good fit for this budding creator marketplace.
Finally, influencers must add links to their active social media channels such as YouTube and Instagram. This gives the company a better understanding of your reach and engagement rate, as well as the type of content you produce on a regular basis.
Snapchat Plus subscribers can now set their Stories to run for a week
Snapchat is adding some new features today exclusively for its Snapchat Plus subscribers, which include custom notification sounds, colorful camera borders, and the ability to customize story expirations. Snapchat Plus, in case you’ve forgotten, is the company’s premium subscription tier that provides some exclusive features, with prices starting from $3.99 a month.
The new Custom Story Expiration feature lets you set a preferred expiration date on your story, with options ranging from one hour up to a week. That way, if you have anything you’d like to stick around longer, such as a birthday party or engagement, you don’t have to watch it vanish before all of your loved ones can get around to watching it. Prior to this update, Snapchat Stories for both free users and Plus subscribers expired after 24 hours.
Pinterest, Headspace partnership: mental health resources for creators
Content creation can be tough, and even mentally taxing for some. It’s a sentiment that influencers have expressed on social media.
“I realized I traded my 9-to-5 to work 24/7 instead. Not a second goes by that I’m not thinking about making content,” said @jaegurley in a TikTok video from early this year.
“I don’t watch sunsets or have genuine moments with my friends without being like ‘Oh guys, can we do that again? I wasn’t recording.’”
With the pressure that content creators often feel in mind, Pinterest announced a partnership with Headspace, an app that provides mental health resources, to offer free access to Headspace’s offerings for its influencers.
“One thing that we constantly hear from creators is that they face a lot of stress, a lot of burnout and this hamster wheel of having to always be on and always creating,” Malik Ducard, chief content officer at Pinterest, told CNBC Make It.
“Sometimes the joy of what really drove them to be a creator gets separated because of this burnout.”
The initiative, timed around World Mental Health Day, allows creators on Pinterest to sign up for a free 6-month subscription on Headspace. This includes access to guided meditations, breathing exercises and even tips for improving sleep habits.
Snapchat reduces payouts for Spotlight creators
Snapchat has changed the way it pays creators through its Spotlight reward fund. Creators that use Snapchat’s TikTok clone, Spotlight, will now be paid millions per year, a source familiar with the matter told TechCrunch. Business Insider was the first to report the change.
This marks the second time Snapchat has reduced the payout. In 2021, the company rewarded creators millions per week, down from $1 million a day in 2020.
While Snapchat is lowering the amount, the source noted to TechCrunch that it’s paying more creators in more markets. It’s also important to note that the minimum payout per Spotlight will remain at $250. Last year, Snapchat paid $250 million to over 12,000 creators.
They also pointed to other ways Snapchat creators earn a profit, including the Creator Marketplace, Sound Creator Fund, its accelerator program for black creators, Spotlight Challenges and in-app gifting. In February, the app tested revenue sharing on ads in Snapchat stories for Snap Stars.
Snapchat recently announced it’s awarding a total of $100,000 across 12 Spotlight Challenges for Halloween.
The move to lower fund spending for Spotlight was likely made as another way to boost profit and spend less of its revenue. Earlier this year, CEO Evan Spiegel announced that Snapchat was testing ads on the Spotlight. In August, Snapchat downsized its workforce by 20%.
A SoftBank Startup Is Betting Millions to Find Asia's Next MrBeast
The New York-based startup, formally known as Keli Network Inc., said it’s partnering with Kuala Lumpur-based WebTVAsia to invest $30 million in up-and-coming influencers, most of whom are on the media giant’s roster. That money is part of a $500 million package Jellysmack has earmarked to fund social media personalities as it bets on their long-term growth.
Jellysmack’s financing differs from creator funds set up by Alphabet Inc. and Meta Platforms Inc., which pay for videos that capture viewers. Jellysmack provides cash upfront -- based on creators’ existing and projected future work, allowing them to spend money on production equipment or marketing -- in exchange for a cut of revenues.
Another startup that provides creators upfront money is Los Angeles-based Spotter Inc., which has advanced $600 million in exchange for exclusive licensing rights to creators’ YouTube back catalogs and ad revenue.
Among Jellysmack’s roster are the world’s biggest YouTuber Felix Kjellberg, better known as PewDiePie; Nas Daily’s Arab-Israeli YouTuber Nuseir Yassin; and Nigerian-American influencer Jackie Aina, who advocates for diversity in the cosmetics industry.
Jellysmack plans to deploy the $30 million over six months to help creators become “the MrBeast of Asia,” said Ezechiel Ritchie, Jellysmack’s general manager in the Asia-Pacific region, referring to the American personality.
TikTok rolls out monetization for makers of its "most engaging" content
According to the notices, in addition to being in the top 4%, creators must have at least 100,000 followers, must have posted at least five videos within the last 30 days, and must be at least 18 years old to start earning revenue.
Creators who meet all these criteria will earn 50% of revenue from ads “placed adjacent to their videos,” the notice says.
TikTok previously said Pulse will involve contextual advertisements, meaning it aims to put sports ads on sports videos, beauty ads on beauty videos, and so on.
By giving creators 50% of ad revenue from Pulse, TikTok is slightly edging out YouTube Shorts’ upcoming ad revenue split, where 45% of revenue goes to creators and YouTube gets the larger 55% portion (a reversal of its long-form revenue split, where creators get 55% and it takes 45%).
TikTok is increasingly becoming a news source
More and more Americans are getting their news from TikTok, according to a new Pew Research Center survey.
The percentage of people getting news from TikTok has tripled since 2020; around 10 percent of all US adults now regularly get news on the app. For adults under 30, that number jumps to 26 percent.
People already on TikTok are also shifting how they use the app, in this case increasingly as a source of news. One-third of adult users on the app say they get their news on the platform, up from 22 percent in 2020. TikTok becoming more of a news app is in contrast with other platforms, where Pew found that news consumption was stagnant or trending downward. On Facebook, for example, 54 percent of adults on the platform said they were getting news there in 2020; now, that number is down to 44 percent. YouTube, meanwhile, has stayed steadily flat over the last few years, with around one-third of users getting news on the platform.
For young adults, it’s no surprise that TikTok might be replacing or supplementing other sources as a place to find news. Last month, the New York Times wrote about Gen Z using TikTok as a search engine (my colleague David Pierce tested it for a few days, and it worked surprisingly well).
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Great Paywalled Content
Democrats hope TikTok creators will help sway voters - The Washington Post
President Biden spent more than an hour this week at the White House with eight TikTok stars with a combined following of more than 67 million who were brought to Washington in hopes that their posts will turn out votes for Democrats in the Nov. 8 midterms.
In addition to the Oval Office meeting, the TikTok creators held a session with former president Barack Obama, toured the Supreme Court and the Capitol, and met with leaders of the Democratic National Committee and the Democratic Congressional Campaign Committee, the principal campaign arm for House Democrats.
The trip, which was organized by the DNC, was the most visible effort to date of Democrats attempting to leverage TikTok’s vast audience to influence the midterms and is likely to prove controversial with Republicans, many of whom have been harshly critical of TikTok’s Chinese ownership. Former president Donald Trump at one point ordered TikTok to be shut down in the United States, then tried to force the sale of its U.S. operations. Those efforts failed, however, though Republicans have continued to accuse the app of being a threat.
“House Democrats are committed to reaching voters where they’re at and reminding them what’s at stake on November 8th,” said Cara Koontz, the DCCC’s digital communications director. “We’re thrilled to have their partnership in this first-of-its-kind effort for the DCCC.”
LinkedIn Is Paying Creators to Be Part of Its 2nd Accelerator Program - Business Insider
LinkedIn has chosen 120 influencers to be part of its second US creator accelerator program, which offers financial grants, as well as access to workshops, coaches, and resources.
Creators in the six-week program receive a financial grant of up to $12,000, early access to LinkedIn creator tools, and coaching from LinkedIn's creator manager team, which includes Sherrell Dorsey, CEO and founder of digital news site The Plug, and YouTube duo Colin Rosenblum and Samir Chaudry.
The creators, for their part, will make content for the platform, including videos and newsletters.
For its second iteration of the program, the professional social network decided to focus on tech and innovation creators, rather than take the more general approach it took the first time.
"We really wanted to home in on creators within that space," said LinkedIn senior creator manager Jessica Oliveira, who added that technology is the number one industry for content creators on the platform.
Twitch’s Relationship With Its Streamers Shows Its Cracks - The New York Times
For years, Twitch has wrestled with whether it could balance being a place where video game players could happily make good money from livestreaming to fans with becoming a profitable company.
That conundrum dogged the platform as it grew from a small start-up called Justin.tv to an Amazon-owned, pandemic-fueled behemoth in the world of live video. Today as many as eight million streamers broadcast their gaming exploits, cooking experiments and political hot takes every month to the 31 million viewers who visit the platform each day.
Along the way, Twitch has mostly maintained the good will of the streamers who are its lifeblood. But that has been changing, and streamers say they are increasingly worried that they’re being forgotten by the platform in the name of profits. More than a dozen star Twitch streamers have switched to YouTube in recent years, and the service risks losing more to other livestreaming platforms.
Rebellion was in the air this month at TwitchCon, a gathering of 30,000 people in San Diego where fans meet their favorite streamers in person. Streamers, while holding their usual meet-and-greets and reuniting with their friends, said they were angry about a recent decision Twitch made to take a greater cut of the revenue some streamers make from fans subscribing to their channels — a change they believe is emblematic of Twitch’s shifting priorities.
“The displeasure with that decision is tangible,” said Taylor Drury, who streams on Twitch as Taylien. “We’re all confirming with each other: ‘You hate this?’ ‘Yeah, we all hate this.’”
New Instagram Tools Help Creators Earn Money From Brand Deals - Business Insider
In November, Instagram will begin to let some influencers build media kits within the app through a new feature called "creator portfolios."
Creator portfolios are part of the Meta-owned platform's broader creator marketplace offerings, which are currently only available to select influencers within the US.
Instagram confirmed to Insider in September that it was testing a tool to make media kits, a test first spotted by mobile developer Alessandro Paluzzi earlier this year. Now it has officially announced that the tool will roll out next month along with other expansions to its creator marketplace, a space on the app where brands can discover and message influencers about paid partnerships and sponsored content.
Media kits have become a fundamental tool in influencer marketing. Creators use them to communicate their value to brands. Typically, these kits act as a sort-of resume for influencers, showcasing data points, content, and past brand partnerships across many platforms. More recently, social platforms have been tapping into this space, including YouTube, which announced its own media kit tool in January.
"Every professional Instagram influencer has a media kit," Lia Haberman, a digital media professor at UCLA Extension, recently told Insider. "A media kit is really important in that relationship between the brand and the creator, so the fact that they now have a creator marketplace, media kits are a natural fit."
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