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- How Gorton’s Seafood is using TikTok for a product launch
- Nissan used TikTok creators to promote Ariya electric vehicle
- Going Viral On Instagram And Successful Book Marketing
- TikTok is reportedly working on paywalled videos and a revamped creator fund
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[Video] A Convo with TikTok on the Evolution of Influencer Marketing
The top question buzzing around influencer marketing is how to drive engagement. 🤔 Watch industry experts at Mavrck and TikTok discuss how brands can partner with creators to design compelling content that drives action and measure the results.
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Great Reads
The Secret To His Multi-Passionate Success With Fik-Shun
Fik-Shun, the winner of So You Think You Can Dance season 10 and a successful content creator, shares his secret to success, biggest challenges, and favorite moments. Fik-Shun focuses on Instagram and TikTok, with a more niche focus on Instagram and creative content across several niches for TikTok. His biggest advice for both platforms is to be very consistent with quality and how often he posts.
Fik-Shun's martial arts videos and fight scenes are some of his most famous and highly viewed TikToks and Instagram reels, with choreographies typically performing well for him. Challenges Fik-Shun faces include feeling uninspired, handling criticism, and not understanding the best ways to monetize his content.
One of his favorite brand collaborations is Mini.Katana, and he plans to work on a short film or series involving action and dancing in the future. Fik-Shun says, I feel like I’m getting a sign, and I really want to work towards that, and I want to build a community kind of around, coming together and helping create this project.
How inflation impacts TikTok and social media influencers
As economic headwinds increase, social media influencers have turned to a new trend on TikTok called “de-influencing” to help viewers save money by calling out overpriced beauty and fashion products.
The trend is part of a broader shift in the influencer economy, with third-party brands cutting back on ad budgets, social media companies reducing staff, and content creators moving towards cheaper knockoffs and logos. These changes reflect the economic slowdown in America, which some experts believe could grow into a recession. Many influencers report that they have experienced a drop in their incomes due to the lack of brand deals, and as a result, are forced to pivot their content to reflect the new economic reality.
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Campaign Insights
Nissan used TikTok creators to promote Ariya electric vehicle
Nissan recently launched a TikTok campaign to promote the official launch of its first all-electric SUV, the Nissan Ariya. The campaign involved inviting hundreds of TikTok creators to submit videos of themselves playing an AR filter game and pronouncing the name of the vehicle.
The campaign aimed to establish the name Ariya in people's minds, with the hashtag #HowDoYouSayAriya attracting 75 million views in the past three weeks. According to TikTok data, user-generated videos that brands convert into ads through the branded mission feature are 56% more memorable than ads created by a brand itself. Leslie Stone, chief strategy officer for Nissan at TBWA\Chiat\Day, said that establishing name recognition for the Ariya model was a challenging part of the campaign puzzle.
We loved the idea of using the celebrities to draw people in to this pronunciation game, and then using a range of creators with different-sized followings to create a groundswell of content conversation on TikTok, said Allyson Witherspoon, chief marketing officer at Nissan U.S.
Nissan plans to continue tapping smaller influencers to create content that will resonate with TikTok users. The company recently collaborated with YouTuber LoFi Girl on a four-hour video ad modeled after the YouTuber's soothing music live streams, which has received 1.5 million views in two weeks.
How Gorton’s Seafood is using TikTok for a product launch
Gorton's Seafood has launched a social media campaign on TikTok to promote its new product line, Gorton's Air Fried. The campaign features a series of videos created by a team of influencers and an augmented reality (AR) filter that allows users to virtually try the products.
The brand is looking to connect with Gen Z and millennials and has grown its social media following to over 90,000 followers on TikTok. Gorton's is also creating a content creator team to establish a more authentic presence on the platform. The new product line emphasizes convenience, catering to younger consumers looking for fast meal options.
Your brand went viral on TikTok now what?
Brands hoping to achieve viral success on TikTok need to prepare for the potential aftermath, including supply chain and inventory issues, and the challenge of keeping customers engaged.
To be ready for increased demand, companies should evaluate inventory levels, work closely with vendors to secure raw materials and build up safety stock, and create value-priced kits to meet customer interest. Glow Recipe, for example, saw a 600% spike in daily sales after two TikToks went viral. The brand created a special site kit, identified new influencers to reach out to, and developed a post-purchase series to convert new customers into brand loyalists. The types of content that go viral include routine tutorials, behind-the-scenes footage, and product result showcases.
Logan Paul in Australia: Youtuber turned Boxer promotes Prime Energy Drink on Today Show
Logan Paul and KSI, two popular Youtube stars turned professional boxers, caused chaos on a Sydney street during a morning show appearance to promote their new energy drink, Prime. Thousands of fans gathered outside the Today show studio in the early hours of Monday morning hoping to meet the celebrities.
When the event was adapted due to the heaving crowds, chaos ensued as the throng of fans surged forward, pushing over a concrete barricade and causing injuries. Police were called to help manage the crowd, which is estimated to have grown to more than 1000 people, and security guards were pushed to the ground. The rush was believed to be caused by the promise of a free Prime Energy drink, and fans were asked to grab their drinks before being told to leave.
How Behr Paint connects with millennial homeowners on TikTok
Behr Paint has successfully connected with millennial homeowners on TikTok through a six-week competition series called "To DIY For." The series leveraged popular influencers and showcased how do-it-yourself projects can bring new life to old objects, highlighting the value of Behr Paint's product for sprucing up homes.
The effort resulted in 108 million video views and a 66% increase in Behr's TikTok followers. The series aimed to position Behr as a DIY coach to help younger consumers get started on projects, leveraging TikTok's popularity with the target audience. The push also included videos on Instagram. Jodi Allen, global CMO at Behr Paint Company, stated that the initiative is part of a long-term strategy to reach millennials, who are buying 40-year-old homes and looking for personalized and helpful communication.
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Interesting People
Devin Alexander: Going Viral On Instagram And Successful Book Marketing
Devin Alexander, a three-time New York Times bestselling author, celebrity chef, and media expert, shared her secret to creating viral content and how she marketed her newest best-selling book, The Land of Secret Superpowers: Vegetables, which became a #1 New Release on Amazon.
Alexander recommends educating kids on the benefits of vegetables instead of forcing them to eat them, which is the central theme of her new book. She also took a multi-faceted approach to marketing her book, leveraging her newsletter, social media accounts, and a traditional Hollywood publicist to do the media blitz.
In addition, one of her Instagram accounts, FitMomFitKids_, which shares innovative and helpful tips for busy moms, has gone viral multiple times in the last few months. Alexander noted that creating unique content with hooks and tips her audience hasn't heard a million times is key to creating viral content. In the future, Alexander plans to evolve her FitMomFitKids_ Instagram account into a hub of helpful advice for busy moms and integrate other experts she admires into her content.
Tech savvy grandad and ex-BBC editing whiz, 69, becomes YouTuber sharing his top DIY tricks
A 69-year-old grandfather has become a successful YouTuber, sharing his DIY tips and tricks on his channel John the Handyman, which has over 1,500 subscribers. John Mildred, a retired assistant video editor for the BBC, combined his passion for DIY and video editing to make creative videos, with his most popular video How to fix a squeaky floor earning over 72,000 views.
He recently purchased a brand-new camera, a Fuji X-T4, which he paid for using £2,638 he saved through TopCashBack, a platform that gives money back on purchases. John said, I don’t do it for money or views but because I enjoy it. I really like having a go at video editing, especially after being around it at the BBC.
Bill Kenney: Underscore Talent Expands Gaming Division With Premiere Gaming Creators And Esports Players
Underscore Talent, a next-generation management company, has expanded its gaming division by signing premiere gaming and esports creators such as CDawgVA, Trash Taste, s0m, Shotzzy, Arteezy, and ShivFPS.
Bill Kenney, Partner and Co-Head of Gaming and Esports at Underscore Talent, shared, The gaming industry has exploded. We’ve just seen an uptick in opportunities for gamers. We haven’t really seen any decrease in revenue across the board. He added, We’ve got a big ambition to invest and partner with our clients to create products around their brands… We want to be more active with products within our talent, and we’re taking meaningful steps for that. The company is looking forward to partnering with their clients to create products around their brand and to sign the best-in-class talent to help them cultivate long-lasting careers.
We want to be the top management company in gaming, says Bill Kenney, Partner and Co-Head of Gaming and Esports at Underscore Talent. He added, We want people to know our names and recognize us for the work that we’ve done.
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Industry News
Travis Launches Bookable Links Allowing Creators To Earn By Recommending Travel Brands
Travis, a creator-led commerce platform for travel, has launched bookable links to allow influencers to earn a percentage of the total booking value by sharing their favourite hotels and flights with their followers.
Creators can create bookable links for free, without needing a minimum follower requirement, and earn a 5% cut of the total booking value when someone uses their link to book a hotel. The platform also offers a Bio Link Shopfront option where creators can make an aesthetic Shopfront collection of their favourite hotels. The team hopes to expand their bookable link product into experiences and travel accessories.
Nicole Tj, CEO and Co-Founder of Travis, said, We want to give creators access to an easy tool to earn from their travel recommendations – a way to monetize existing content and social reach. She added, Travis is not out to be another travel content or social travel platform. Travis is here to be the monetization tool for creators. Beyond that, this will ultimately make it much, much easier for consumers to discover, plan, and book travel based on creator recommendations – in one place.
U.S. livestream shopping a target of TikTok, Amazon Live and YouTube
In China, livestream shopping has become a massive industry, and now it is starting to take off in the United States. Livestream shopping allows influencers and celebrities to sell products in real time, interact with audiences, and answer questions, all while broadcasting from their homes.
The Chinese livestream shopping market was valued at $171 billion in 2020 and is expected to grow to $423 billion by 2022. In the US, TikTok, Amazon, Walmart, Shopify, and YouTube are all investing in the trend. While the format has not yet caught on with US audiences to the same degree as it has in China, it is expected to grow in popularity, with major players hoping to replicate the high conversion rates seen in China, which can be as high as 40%.
The Future Of Podcasting With Glassbox Media CEO And Co-Founder David Segura
Glassbox Media, a premier podcast creator platform, is making waves in the industry by financing passionate podcast creators and cultivating long-term, exclusive relationships with them. CEO and Co-Founder David Segura believes in the power of technology and AI to help reduce creator workload, allowing them to produce more quality content. Speaking about creating a diverse and inclusive space in podcasting, Segura believes it will open up more opportunities for people of color and those with indigenous backgrounds.
With a financial guarantee and exclusive partnerships, Glassbox Media has helped podcasters like Tanner Campbell of Practical Stoicism grow from 230,000 monthly downloads to over 550,000. David's advice for aspiring podcasters is to trust in their abilities, even when tangible rewards may be hard to see.
TikTok is reportedly working on paywalled videos and a revamped creator fund
TikTok is reportedly developing a paywall feature that would allow creators to charge viewers to access their content, according to a report by The Information. The platform is also testing a revamped creator fund, which would pay out more to creators than the original version.
The new fund could begin rolling out in the US next month, and would have higher requirements for eligibility, such as having 100,000 followers and making longer videos. These developments are aimed at incentivizing and expanding the pool of content creators on the platform, as TikTok's biggest competitors have been offering better monetization methods for their creators.
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Great Paywalled Content
YouTube Tests a Feature That Lets Creators Add Multiple Audio Tracks - Insider
YouTube is testing a feature that allows creators to add multiple audio tracks in different languages to a single video. The new feature will help creators to reach a wider audience, and it gives new life to older YouTube videos through dubbing. So far, only a small group of creators have access to the feature, and YouTube plans to expand the feature later this year. The feature will allow creators to upload multiple tracks at once or add more tracks to an old video.
YouTube's most-subscribed-to creator, MrBeast, has access to the feature and his popular video Squid Game can be played in 12 different languages. There is still much to be learned about the feature, including how it will impact video discoverability and how comments will be separated by language.
The YouTuber Making $1 Million Selling Notion ‘Templates’ - The Information
Denver-based YouTuber, Thomas Frank, has made over $1 million selling customized Notion templates, offering shortcuts for people to customize the note-taking and list-making app to suit their goals and professions. Frank offers templates for different purposes, including a $99 package for creators that helps manage their scripts, projects, sponsors, and track their performance. He also offers tutorials on how to build portfolios, track YouTube statistics, and create databases.
Frank has over 2.8 million followers on YouTube and is earning around $150,000 a year from advertising revenue on the platform, $100,000 selling Skillshare courses, and additional revenue from affiliate links and his book. Notion, the productivity tool that became a popular alternative to note-taking apps like Google Docs and Evernote during the pandemic, doesn't take a cut of sales or pay template creators for hosting them on its platform, but it is now providing templates for users as well as super-users like Frank.
Creator Economy Attracts Healthcare Educators - Forbes
As healthcare professionals face increasing burnout and mental health issues, some are turning to the creator economy for additional revenue streams and work-life balance. The trend is particularly apparent among healthcare educators, with many starting businesses to create content and share their knowledge. Online education is a rapidly growing industry, and the creator economy offers healthcare practitioners a way to monetize their knowledge while retaining control over their schedules.
Digital Doctor University, founded by physician Dr. Chester Zoda, is one example of a company that trains healthcare professionals to become content creators. The train-the-trainer model has been successful and diverse, attracting practitioners from various backgrounds and specialties. As more healthcare professionals turn to the creator economy for support, this trend is likely to continue growing in the coming years.
Wanted: Interns Who Can Make TikTok Hits - The New York Times
Brands are hiring college students and other young people as TikTok content creators to help them navigate the social media platform and reach the younger generations. With TikTok's popularity continuing to grow, brands are seeking "TikTok content creator interns" to make and appear in videos promoting their products. Whole Foods and Travel Pro are among the latest companies to post job ads for TikTok interns, while Frutero, a tropical fruit ice cream brand, received more than 250 applications for its TikTok creator internship.
The Rosedale Center, a mall in Minnesota, also successfully introduced the role of TikTok creator intern last year, attracting more than 50 applicants for the program. Brands hope to connect with young people and ultimately drive sales by hiring college students who are familiar with the app's unique posting style and know what is funny and relevant on TikTok.
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