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- WPP buys another influencer marketing agency
- College athlete influencers confront security concerns
- Your inside look into YouTube's Creator Day
- Fortnite’s generous new creator economy has an Epic catch - The Verge
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Great Reads
Your inside look into YouTube's Creator Day
Last Tuesday, YouTube hosted its first-ever #YouTubeCreatorDay event in Playa Vista, Los Angeles, bringing together more than 150 creators to share their experiences and network with each other. The event, which included a milestone award ceremony and happy hour, aimed to provide valuable insights and resources to help emerging creators connect with their peers and build lifelong friendships.
One of the highlights of the event was the presentation of the Diamond Play Button to creator Ian Boggs, who reached 10 million subscribers on YouTube. Boggs shared his story and attributed his success to the power of Shorts, a feature that allows creators to make vertical videos that last up to 60 seconds.
The event provided an opportunity for smaller creators to connect with YouTubers who have already achieved success and learn tips and strategies that can help them grow their channels. Attendees praised the inclusive nature of YouTube Shorts, which allows smaller creators to be part of something bigger and strengthen relationships with other creators they've met at previous events.
Fortnite’s generous new creator economy has an Epic catch
Fortnite has unveiled a new Creator Economy system that will pay 40% of Fortnite's net revenues each month to creators based on how much players engage with their islands. The move could have a transformative effect on the ecosystem of the game. However, a huge catch is that Epic's own in-game islands, including its flagship Battle Royale mode, are also eligible for payouts from the revenue pool. Creators may get less than 40% of the pool as payouts will be based on engagement.
Epic will also be using its payouts as "the primary way for Epic to pay for our own game development in Fortnite going forward". In the previous "Support-A-Creator" system, creators never got a dime when you played on their islands or purchased their products from Fortnite's store. That's why many Fortnite creative studios have had to rely heavily on brand deals for income instead.
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Campaign Insights
Revolve’s Raissa Gerona on deprioritizing influencer trips: ‘The content feels dated’
Raissa Gerona, the Chief Brand Officer of Revolve Group, has discussed how the company is evolving its influencer strategy on the latest episode of the Glossy Podcast. Gerona acknowledged that the influencer landscape has changed significantly and that the content from influencer trips feels dated. She confirmed that the annual Revolve Festival will take place this year at Coachella but said that influencer trips will no longer be a priority. Gerona said that she is excited to put forward something that feels new and refreshing, and that will also sustain growth for the next couple of years.
Gerona also discussed how the company is leveraging more social media platforms, such as YouTube Shorts and Instagram Reels, in part to safeguard against potential bans and policy changes. She also talked about the factors driving Revolve Group’s recent mega-growth, doubling its annual revenue from $500 million to $1 billion in three years, and how the company is balancing growth with potential dangers. Gerona's priorities have shifted since her last appearance on the podcast four years ago, with Revolve entering the beauty category and growing a menswear business.
TikTok Paid for Influencers to Attend the Pro-TikTok Rally in DC
TikTok has paid to send at least 30 of its top creators to Washington, D.C., to attend a pro-TikTok rally before the CEO, Shou Zi Chew, testified before the US House of Representatives. The company paid for travel, hotel accommodation, meals, and shuttle rides for the influencers and their plus-ones. The group included influencers from Los Angeles, Oklahoma, and New York. TikTok spokesperson Jamal Brown confirmed that the company covered travel expenses for all creators and their guests.
The influencers were also given the opportunity to speak to lawmakers and share their experience with their combined 60 million followers. The purpose of the rally was to try to prevent the app from being banned, which could impact the livelihoods of over 150 million Americans and five million US businesses. The company has been accused of posing a threat to US national security and being a puppet for the Chinese Communist Party. TikTok spent over $10 million on lobbyists in the last two years and has hired a boutique creative communications agency to help retell its story.
DP Hue launches first TikTok campaign to appeal to younger consumers
DP Hue, an at-home hair-color brand, has launched its first TikTok campaign to target younger consumers. The company's latest product, Glossy Glaze, is a $29 in-shower treatment that comes in six shades and is aimed at providing ""commitment-free color."" The treatment lasts for up to three washes and provides a ""subtle tint"" to the hair.
CEO Pierre Lampert said the product was aimed at a younger clientele interested in hair color but who didn't want to commit to it. DP Hue hired a social content coordinator to increase its presence on TikTok and build relationships with creators on the app. The campaign includes paid posts from popular influencers, and the brand also sent samples to 800 smaller influencers. The campaign will run through May, with Ulta Beauty carrying the product exclusively from that point.
Tokyo gets on board the virtual YouTuber hype train
The Tokyo government has joined the virtual YouTuber trend by appointing three animated characters represented by VTuber talent agency Hololive as tourism ambassadors. The move highlights the increasing popularity of virtual YouTubers in Japan, with prefectural tourism boards targeting them for their social media followings, which can number in the millions. The three new ambassadors, Gawr Gura, Mori Calliope, and Miko Sakura, are tasked with revitalizing local communities through tourism by increasing the number of visitors to the city.
While some local governments have already created their own VTuber representatives, Tokyo's move to recruit VTubers reflects the growth of the industry in Japan. A report by MarketResearch.com predicted the virtual YouTubing industry to grow in the decade ahead, with an increase in revenue coming from abroad. However, there have been controversies surrounding VTubers, such as a partnership between the Chiba Prefecture Police Department and a VTuber that prompted criticism from feminist groups.
How this Charleston festival uses social media influencers to boost ticket sales
The Charleston Wine + Food Festival has enlisted the help of social media influencers to attract a wider audience and boost ticket sales. This year, 15 influencers were badged, with some traveling from as far away as Los Angeles. The festival's executive director, Alyssa Maute Smith, said working with a range of media types was key to the event's success. The influencers' posts and feedback can impact ticket sales instantly, she added.
Influencer and content creator Jenny Silva believes social media influencers are important in promoting events because they can reach a different market and are often seen as more relatable. Fellow influencer Elise DeVoe, who covers the local restaurant scene in Charleston, said influencers were important because people turn to them for recommendations. Fellow foodie influencer Emma Waugh said influencers have the power to ""make or break"" events, and the best thing about her job was the people she had met.
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Interesting People
Golf Content Creator Summer Willis On Embracing Femininity In A Male-Dominated Space
Summer Willis, an engineer and content creator, has gained over 100,000 followers on Instagram through her love for golf. Despite the competitive and male-dominated nature of the sport, Willis has embraced her femininity and encourages collaboration over competition with other content creators. She operates on a ""content is king"" basis, creating high-quality content while also listening to her audience's interests.
Willis believes that authenticity is essential, and being genuine is key to standing out in the crowded social media space. She has worked with brands that align with her vision and aesthetic, particularly fashion, activewear, and golfing brands that create stylish and functional clothing. Willis aims to increase awareness of golf and attract more people to the sport, from beginners to advanced players. She hopes to continue building partnerships, working with chefs and bar owners, and going on more golf trips in the future.
College athlete influencers confront security concerns
College athletes who have become social media influencers are confronting security concerns as they experience sudden popularity online. Athletes who monetize their social media followings often attract followers who may have nefarious intentions, said John Muffler of Florida-based Aequitas Global Security. Athletes with rising public profiles must be aware of their surroundings, never post anything that would offer a clue about their location, and avoid sending direct messages to followers they do not know.
LSU gymnast Olivia Dunne asked her fans to show respect for her and her teammates after a swarm of boys and young men showed up at a meet in Utah, prompting LSU to assign security personnel to travel with the team. Nebraska track athlete Jess Gardner, who has nearly 210,000 TikTok followers, has become mindful of staying safe because eight of every 10 of her followers are male, and some comments can be alarming or inappropriate.
TikTok and Instagram advice influencers are here to correct you
Over the past three years, TikTok has transformed from a platform for viral dances and memes into a destination for tutorials and advice on topics ranging from diet, fashion, beauty, parenting, to more. However, the advice being delivered is increasingly being delivered in a hectoring tone that implies the viewer has already made several catastrophic errors and is in dire need of remedial education.
These influencers who peddle advice on TikTok and Instagram want people to know what a huge mistake they are making by consuming almond milk, wearing black shoes with a black shirt or letting their kids watch YouTube. Although the advice can be helpful, such videos have become hugely popular despite their aggressive stance towards seemingly minor infractions. The rise of the TikTok scold is partly because negative language “authenticates your own identity as an expert” by denigrating other approaches. This trend is perfectly calibrated to our particular historical moment when many Americans are feeling insecure, adrift, and eager to shore up their self-esteem.
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Industry News
The Impact Of Creator-Led Marketing Being Effective Marketing In The Industry Report
CreatorIQ has released its Effective Marketing Is Creator-Led report, detailing how leading brands are using content creators for marketing purposes. The report offers a comprehensive overview of the inner workings of the creator-led marketing industry and highlights several key takeaways.
One takeaway is that Tiffany & Co collaborated with A-List influencers in its #GotALotOfTiffanyOnMe campaign to boost social media metrics such as Social Media Value (SMV) and engagement. The brand relied on best-selling artist Beyonce to promote a collection of luxury jewelry, showcasing a range of glistening disco balls as well as some of her most popular songs from her award-winning album Renaissance. The campaign amassed 4.8 million likes and reached an impressive 15 million viewers.
Another key finding is that 73% of creators believe creative control is an essential asset to their work. Crocs highlighted this by allowing four influencers to promote the iconic clogs on TikTok in their own way. The campaign collected an abundance of diverse content, focusing on the individual nature of the shoe and its appeal to Gen Z. These creators had an accumulative audience of 22.3 million followers and earned an impressive 1.1 million impressions.
Finally, Doritos blended a range of social media content to find success in their genre-defining Superbowl Ad. The brand created a buzz by launching the #DoritosTriangleTryout campaign, giving fans a chance to appear in a forthcoming ad. The campaign helped the brand create a star-studded television ad, featuring celebrities such as Elton John and Jack Harlow, and gathered 1.9 million engagements.
Famous Birthdays has a new look and a talent representation portal for the creator economy
Famous Birthdays, a leading website for celebrity birthdays and entertainment news, has announced a new look and a talent representation portal for the creator economy. The new look features a more modern and user-friendly design, while the talent representation portal allows users to research the representation of traditional celebrities and digital creators.
The talent representation portal includes traditional agencies and management firms, such as WME and UTA, as well as new media companies that work with the rising influencer class. The portal will be exclusive to users who sign up for Famous Birthdays Pro, the company's premium service.
The changes are part of Famous Birthdays' ongoing efforts to stay ahead of the curve in the rapidly evolving creator economy. The company has been a pioneer in the field of digital entertainment, and its new look and talent representation portal are sure to be a valuable resource for both creators and industry professionals alike.
Studio71 expands Facebook network through pacts with Trevor Wallace, Ronda Rousey, Donut Media
The creator economy is rapidly gaining momentum, with influencers and online content creators becoming an essential part of the economy. According to Chrissy Werner, who advises companies on the use of social media influencers, it is essential for brands to make informed decisions based on data that goes beyond vanity metrics such as likes and views. With influencer-created content watched 13.2 times more than media and brand content combined, social video has emerged as the place where trends originate. Werner suggests that to thrive in social media in 2023 and beyond, brands need a proven, data-driven way to quickly sort through shifting trends and easily apply insights to their goals.
Werner recommends focusing on quality over quantity when evaluating influencers, uncovering quality metrics to save money on influencers that seem "smaller" but pack a bigger punch when it comes to ROI. In addition, driving growth with influencers from adjacent categories can help brands reach their existing consumers while also exposing their brand name to new consumers. Werner also notes that some creators are building their own income streams through merch deals and their owned media brands. Consumers and marketers alike agree that influencer marketing is here to stay, with 78.6% of marketers projected to incorporate it into their strategies in 2023.
WPP buys Obviously: what it means for VMLY
WPP has acquired influencer marketing agency Obviously to enhance the global influencer marketing capabilities of its VMLY&R network, especially in heavily regulated industries. The deal includes Obviously's team of almost 100 people joining VMLY&R's network while keeping its independence as an agency brand. Obviously's appeal includes its tech platform, which caters to ""advanced-level"" influencer marketers seeking influencer identification, campaign management, contracting, content management analysis, and reporting optimisation.
VMLY&R Global CEO Jon Cook says the company's need for this acquisition came as he noticed a gap in the agency network's ability to provide an influencer marketing capability at a global scale. Currently, 80% of Obviously's business is in short-form content, such as TikTok, but Cook said he had seen growing interest in influencer marketing expertise from clients in heavily regulated industries such as finance, pharma and healthcare.
Meta’s Shelving the Last Elements of its Social Audio Push
Meta, the parent company of Facebook, is set to remove audio channels in groups as the last remaining element of its social audio push, which it made in response to the meteoric rise of Clubhouse in early 2021. The feature will no longer be available for use after this month, with members no longer able to create new audio channels in groups from this week.
Meta's move reflects the declining popularity of audio-only interaction options, with Clubhouse's popularity continuing to wane and other social audio options either being shelved or de-prioritized in other apps. The decision is also part of Meta's broader cost-cutting measures, which have seen the company move away from a range of projects and reduce costs. The move comes as Meta announced a new round of job cuts, which will see 10,000 roles culled from the organization, in addition to the 11,000 jobs cut in November 2022.
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Great Paywalled Content
11 ‘granfluencer’ accounts changing influencer marketing - Ad Age
Eleven granfluencers, content creators in their 50s to over 100 years old, are changing the face of influencer marketing by partnering with major brands such as Amazon, Hyundai, and Liquid Death. Despite brands' usual focus on Gen Z influencers to target younger consumers, granfluencers are increasingly striking brand deals with their large followings in the millions.
A survey by Ad Age and The Harris Poll revealed that 12% of consumers over age 58 made a purchase based on an influencer's recommendation, and one-third of these consumers cited influencers as at least ""somewhat influential"" in their purchasing decisions. Granfluencers offer an opportunity for brands to connect with older consumers who comprise over half of all consumer spending in the US. Some of the most influential granfluencers working with brands include @baddiewinkle, @retirementhouse, @theoldgays, and @grandma_droniak.
One Way to Actually Make Money on YouTube and TikTok: Get Behind the Camera - WSJ
With the growing popularity of social media influencing, some aspiring influencers are finding it more profitable to assist others in the industry. The hurdles to building a profitable personal brand online have spurred a cottage industry of influencer helpers who offer services such as video editing, content strategizing, and matching influencers with promotion-seeking brands. Ethan Weems, a 20-year-old influencer helper, expanded beyond his DoorDash and Uber Eats TikToks to launch his own video editing business. Weems says being an influencer helper is less risky and more profitable, with an estimated income of $3,000 to $4,000 per month.
Similarly, Amaya Damme, the founder of Obtaining Social, a social media marketing business, offers content production services for small businesses and assists influencers with matching them with brands. Nearly three years in, Damme says she earns an annual six-figure income, not as an influencer but still creating marketable social media content. Although the size of this industry remains unclear, influencer helpers have become an essential part of the social media creator ecosystem.
How Much a YouTuber With 113K Subscribers Earned in a Year: Strategy- Insider
Jade Beason, a content creator and coach with over 113,000 YouTube subscribers, has shared how she grew her business revenue to approximately $380,000 in 2022. Beason used four main strategies to scale her business, including creating a membership program, hiring a part-time video editor, expanding to other social media platforms, and highlighting brand testimonials from her clients and customers.
By shifting her coaching style from one-on-one to one-to-many, Beason was able to offer group coaching and self-study courses that allowed her to focus on marketing and scaling. She also hired a part-time video editor to free up time and identified where she needed assistance to grow her business. Beason expanded her reach to other social media platforms such as TikTok and Pinterest and highlighted brand testimonials to establish social proof. She emphasized starting with preferred platforms, perfecting them before expanding, and obtaining permission to use testimonials in marketing materials.
How Twitch lost its way - The Washington Post
Twitch, the popular live-streaming platform, is set to lay off over 400 employees out of around 2,500, following a turbulent 2022 which has seen the company lose some of its direction. The year began with the departure of CEO Emmett Shear, followed by a Bloomberg News report that accused Twitch of failing to curtail the exploitation of children on its platform.
Further controversy arose when Twitch announced it would be taking a bigger share of subscription profits from content creators. Twitch has also angered creators with its new monetisation schemes that require them to run more ads. The company is attempting to become more profitable, but employees have criticised its management and strategy. The platform's early success was built on a subscription model that allowed fans to support their favourite streamers, but the departure of its biggest stars, Tyler “Ninja” Blevins and Michael “Shroud” Grzesiek, led executives to focus less on paying a premium for top talent.
A Startup Wants to Help Creators Network and Hire — The Information
Creatorland, a new professional networking app for the creator economy, is set to launch in the coming weeks. The app will allow creators to showcase their projects and past work, with the ability to tag collaborators, view profile analytics and build relationships with brands or other creators.
Creatorland has already attracted more than 3,000 creators to its waitlist, including about 200 brands and industry professionals. The platform will feature direct integration with a creator’s YouTube, TikTok and Instagram accounts, allowing them to showcase recent posts, projects and videos in a way that’s catered toward landing business opportunities.
“There’s no central professional ecosystem for [creators] to celebrate their wins and build long-term relationships,” said Brian Freeman, Creatorland’s founder and CEO. “We really wanted to focus on the visual nature of projects in the creator economy.”
Other networking platforms have focused on particular niches, but Freeman believes Creatorland is the first to focus on the creator economy as a whole. “We’re really trying to build a community where creators can connect with each other, with brands and with industry professionals,” he said.
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