|
|
|
|
- TikTok to launch live ‘TikTok Trivia’ game with $500K in prize money
- Meta Verified and Twitter Blue mark the end of free social media
- How Hilton’s 10-Minute-Long Advertisement Changed Everything We Thought We Knew About TikTok Ads
- TikTok Owner ByteDance Launches Instagram and Pinterest Clone in the US/UK
|
|
Perform Beyond The Norm
#paid’s measurement suite allows you receive exclusive insights into all of your influencer marketing campaigns so you can optimize performance in real time—aka crank up what’s selling and axe what’s not. With custom, exclusive research methods that highlight how each campaign impacts sales, traffic, and brand perception, past #paid users like IKEA, General Mills, and Samsung leveraged this actionable data to elevate every influencer campaign for the better.
|
|
Great Reads
Meta Verified and Twitter Blue mark the end of free social media
Meta and Twitter have joined the trend of pay-to-play social media by introducing paid versions of their platforms. Meta's “Meta Verified” program charges users $12 a month for a blue verification badge, access to customer support, and “increased reach and visibility.”
Twitter’s $8-a-month paid verification program comes as part of its revamped Twitter Blue product. The paid programs are a result of a weaker advertising market, privacy restrictions imposed by Apple, and the threat of regulation, making it harder for social media apps to sell ads. This two-tiered user system, where paid users receive services for free, could jeopardize the quality of users’ experience if not executed carefully.
TikTok to launch live ‘TikTok Trivia’ game with $500K in prize money
TikTok has announced the launch of "TikTok Trivia," a five-day live trivia game that will take place next week, offering U.S. users over 18 the chance to win a share of a $500,000 prize pool. The multiple-choice questions will be related to beauty, lifestyle, music and sports, and the game will feature two live sessions per day, with the first starting at 8 p.m. ET and the second at 9 p.m. ET. Users who answer all questions correctly will have a chance to win a share of the prize money. The game is also sponsored by Lionsgate and the upcoming movie "John Wick Chapter 4," with trivia questions based on the franchise. Users can register for the experience by clicking on a trivia widget on the For You feed or visiting the @TikTok account.
|
|
Want more out of your influencer campaigns?
minisocial is the go-to UGC solution for brands like UrbanStems, Care/of, DoorDash, Imperfect Foods, Love Wellness, and Olipop. 🚀
minisocial’s fully-managed solution partners your brand with high-quality micro influencer creators who produce fully-licensed content AND share it with their followers! It's the best two-in-one solution out there.
Plus they’re accessibly priced starting at just $1.7k - just mention Influence Weekly and take your 15% off! 😊
Scared of commitment? Good, they don’t have any.
|
|
Campaign Insights
How Hilton’s 10-Minute-Long Advertisement Won Over TikTok
The unconventional approach taken by Hilton's recent 10-minute-long advertisement on TikTok has won over the hearts of users on the popular video-sharing platform. The ad, which features a mix of commentary-style videos, comedy skits, and even a remix, seeks to promote Hilton's "it matters where you stay" campaign.
The advertisement has attracted widespread praise from users, sparking a broader question about the future of commercial content on TikTok. With the app on track to generate 6 billion US dollars in advertising revenue this year, brands are constantly seeking new ways to engage with viewers and redirect traffic. Hilton's unique approach could signal a shift in the way companies create promotional content for TikTok."
Disney is hiring influencers to join marketing and TikTok team
Disney is looking to hire influencers to join their marketing and TikTok team at the Walt Disney World and Disneyland Resort. The job listing, which is a seasonal role with a maximum of 29 hours of work per week and a maximum of 18 months of employment, requires the successful candidate to create engaging content, partner with communication teams, and stay up to date with social media trends.
Some have raised concerns about the pay and benefits offered, but the role may be ideal for those looking for unique experiences under the Disney umbrella, social media experts wanting to add a big name company to their resume, or avid videographers looking to learn from the big guy. The job listing is part of Disney's company-wide changes since the beginning of the COVID-19 pandemic, with a focus on bringing more power to individual workers.
Lipton launches campaign to inspire random acts of kindness
Lipton Ice Tea has launched its #PassTheSunshine campaign in Melbourne's Bourke Street, aiming to inspire random acts of kindness through a full-motion digital billboard featuring Australia's top creators.
The campaign, in partnership with Billion Dollar Baby, will run for 14 days and feature an original song by Matt Storer. Lipton Ice Tea hopes to create positive brand sentiment and generate 40 million organic impressions by promoting kindness to strangers, which research suggests is good for mental health. The campaign includes a social media activation and an in-person pop-up offering free samples of Lipton Ice Tea's sugar-free range.
Tik Tok X Mercedez Benz
Luxury automotive brand Mercedes-Benz has announced a new partnership with social media app TikTok, which will see the app integrated into the newly announced interior of the Mercedes-Benz E-Class. The car will be equipped with a new MBUX Superscreen, allowing drivers and passengers to browse TikTok while stationary, with two screens running independently.
Passengers will be able to log in to their own accounts and "For You" feeds, while those without an account can browse as a guest, enjoying a selection of TikTok's top content that has received an extra layer of moderation. Safety is at the forefront of the partnership, with image transmission restricted while the vehicle is in motion and usage of all entertainment apps limited on the center display. The integration is set to be available later this year, marking a new innovative high for in-car entertainment.
Vogue and Snapchat presents the future of fashion in an AR exhibition in London
Vogue and Snapchat have teamed up to present an augmented reality (AR) exhibition in London featuring designs from top luxury brands such as Dior, Versace and Stella McCartney. Titled ‘Vogue x Snapchat: Redefining the Body,’ the exhibition showcases how physical fashion designs can be enhanced and transformed through innovative digital experiences and custom Snapchat Lenses.
Visitors can virtually try on clothing from each luxury brand through digital mirrors in each room. The exhibition is open to the public until 5 March at 84-86 Regent Street in London. Snapchat lenses from these designers are also available in the lens carousel for those who can't attend the event in person.
Olay offers Galentine Hotline for the brokenhearted
Olay, in partnership with TikTok star Kat Stickler, has launched the Galentine Hotline to offer relationship and skin-care advice to Gen Z and millennials who have experienced heartbreak.
The hotline, available via text messaging, will run until February 20 and also features a sweepstakes component, with prizes including personalized advice video messages from Stickler and skin-care products from Olay.
The campaign aims to engage with consumers during a time when Valentine's Day is most popular for breakups, according to Olay. The initiative also reflects the growing trend of influencer marketing, especially during periods of economic uncertainty.
|
|
Words Matter: Get the Guide for Creating Inclusive Creator Invites
Download our newest guide so you can ensure that your communication with influencers is not only effective but also respectful and inclusive of all demographics. Access a glossary of inclusive business terms, plus tips on crafting the right campaign invite.
Download the guide
|
|
Interesting People
TikTok Influencer and Model Tyshon Lawrence Speaks About Balancing Life and Social Media
Tyshon Lawrence, a TikTok influencer and model with over 18 million followers, has spoken out about balancing life and social media. In an interview with EBONY, Lawrence emphasized the importance of scheduling and making time for self-care, especially for those trying to balance a full-time job and a social media presence. He also discussed how social media can be used for good and the importance of being authentic and supporting other Black creators. Lawrence recently took a break from social media to recharge and center himself, but is back to curating a positive and on-trend digital community.
Hayley Thompson has earned thousands from Snapchat's Spotlight Challenges
Snapchat's Spotlight Challenges have become a lucrative source of revenue for creators like Hayley Thompson, who has earned tens of thousands of dollars from her submissions. Speaking to Tubefilter,
Thompson revealed that she places in "once or twice" a month, estimating that 25% of her entries receive monetary rewards. "It's very important where you make a cut and how you make a cut," she said. "I like to get creative with how I film it. I like to film in slo-mo."
Sam Corrao Clanon, Snap Director of Content and Spotlight, said that multiple Challenges running on any given day and multiple winners per Challenge mean there is "enormous opportunity for both new and established creators to create, compete, and win."
|
|
Industry News
Meta Embraces Pay to Play
Meta, the parent company of social media platforms Facebook and Instagram, is testing a new subscription bundle called Meta Verified in Australia and New Zealand. Meta Verified includes a verified badge that authenticates a user's account with government ID, proactive account protection, access to account support, and increased visibility and reach.
The subscription is available for direct purchase on Instagram or Facebook, and costs $11.99 on the web and $14.99 on iOS and Android. The company hopes to bring Meta Verified to the rest of the world soon. The offering is aimed at helping up-and-coming creators grow their presence and build community faster by providing them with broader access to verification, account support, and exclusive features to express themselves in unique ways.
TikTok adds dedicated video feeds for sports, fashion, gaming and food
TikTok has introduced new topic feeds to its homepage, featuring dedicated video feeds for “Sports,” “Fashion,” “Gaming” and “Food.” The new feeds allow users to browse through content based on their interests without having to specifically search for it.
The change is aimed at making it easier for users to find the content they want to watch or stay up to date with, and the feeds offer a seamless way to watch specific types of content. The move could be a welcome addition for users who want more organization within the app, and TikTok is likely hoping to reach a more defined audience with the new categories. It is currently unknown whether TikTok plans to introduce more categories in the future.
WhatsApp experimenting with private newsletter tool
WhatsApp is reportedly working on a new feature called "Newsletters," which will allow users to choose who they want to hear from and follow broadcasters of their choice right within the messaging app. The feature will be a one-to-many tool for broadcasting information and look like a new way to easily receive useful updates from people and groups like local officials, sports teams, or other organizations.
The feature is still in development and not available to beta testers, but it is expected to be a separate and optional section available within the Status tab, which is separate from private chats and will not affect the end-to-end encryption of private messaging. The new feature is designed with privacy in mind and users will have control over who they follow and who can see their phone number and personal information.
What do creators really want from TikTok?
According to a recent report by Digiday, creators on TikTok are becoming increasingly frustrated with the platform and feel they are not being adequately compensated for their contributions. While TikTok's algorithm is widely praised for its ability to make anyone go viral, creators are unhappy with the inconsistency of views and would like more transparency about how content is spread. The platform's Creator Fund, which is supposed to help incentivize creators, also seems to be falling short, with some creators earning less than 50p ($0.61) for 100K views.
Additionally, creators feel that they lack control over their accounts, with the potential for users to be banned without clear rules or explanation. Improved editing abilities, mindful treatment of creators' mental health, and community-building tools are also areas where TikTok could improve, according to the report. TikTok has responded by stating that they are committed to supporting creators at every stage of their journey and providing a wide range of opportunities for recognition and growth.
TikTok launches a revamped creator fund called the ‘Creativity Program’ in beta
TikTok has announced the beta launch of its revamped creator fund, the "Creativity Program," designed to generate higher revenue and unlock more opportunities for creators. The program is currently available on an invite-only basis to select creators, with availability to all eligible creators coming soon.
Although TikTok did not reveal specifics about the amount of money allocated to the program, it did note that users need to be at least 18 years old and have an account in good standing to be eligible. The new program expands TikTok’s current earning opportunities for creators and is aimed at retaining its creator talent amid competition from other short-form video platforms such as YouTube.
|
|
Thank You To Our Title Sponsors
|
|
Registration Required
Great Paywalled Content
TikTok Creators Accuse Carter Agency of Withholding Money for Brand Deals - The New York Times
TikTok creators who signed with talent agency, the Carter Agency, to negotiate brand deals on their behalf, are claiming they have not been paid for several deals. Celeste Polanco is one of two dozen creators who say the agency has not paid them for brand deals worth at least $10,000.
The Carter Agency was founded by Josh Popkin, who worked with his brother Ben and a handful of other managers. The agency represented dozens of TikTokers, and an archived version of the agency’s since deleted website listed “strategic partners” including Netflix, Amazon, McDonald’s, and the NFL. The agency is accused of preying on creators of color and withholding money, among other allegations. The Carter Agency has not responded to The New York Times' requests for comment.
Jen Azoulay Finds the Vintage World Is Calling Her Name – WWD
Jen Azoulay, a Paris-born fashion influencer and creative director, has expanded her vintage clothing label, Jen Wonders Studio, to include home furnishings and accessories. She recently launched jenwonders.com, an online platform offering upcycled and revamped classic blazers, coats, and dresses from renowned luxury brands. Azoulay has added vintage furniture, home furnishings, and accessories to her collection, which can be seen via private appointment or viewed online.
She also opened a vintage concept showroom in a midcentury house she owns in the Los Angeles suburb of Reseda, where people can touch and feel her creations and unique finds. Starting this spring, her showroom can be booked for intimate events and photo shoots. Azoulay's unique pieces include designer homeware, antique jewelry, and postmodern furniture, with prices ranging from $90 for antique sculptures and vases, $1,000 for clothing, and up to $2,500 for vintage furniture.
TikTok Owner ByteDance Launches Instagram and Pinterest Clone in the US/UK - Insider
ByteDance, the owner of TikTok, has launched a new app called Lemon8 in the UK and US. The app is a lifestyle community that allows creators to post photos and videos, similar to Instagram and Pinterest, and is described as "Instagram meets Pinterest". Creators on the app are being paid to post, and the platform provides guidelines on how to craft content for the app.
Lemon8, which was launched in Japan in 2020, has also expanded to Thailand, Indonesia, Malaysia, Vietnam, and Singapore. According to insiders, crafting content for Lemon8 is more time-consuming and requires more effort than other social media platforms.
|
|
💬 Become an Influence Insider
This is your link to share Influence Weekly with colleagues: https://sparklp.co/8323887e
If you refer 3 people to start reading this newsletter you'll get an invite to a Telegram group for Influence Insiders.
If you have the swipe up feature on IG stories, share this link
https://sparklp.co/8323887e
|
|
|
|
|
|
|
|
