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- CeraVe’s dermatologist influencer strategy shows growth of experts as creators
- France Is Cracking Down On Sketchy Social Media Influencers
- Coachella 2023: How Social Media Influencers Are Changing the Festival Experience
- Is TikTok changing your taste in music?
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Great Reads
Ross Gray: Cloud Campaign COO Talks About The Importance Of Influencer Marketing On TikTok
Ross Gray, the COO of Cloud Campaign, a social media management platform, recently spoke about the importance of influencer marketing on TikTok and how it has become one of the most effective marketing strategies today. Gray revealed that TikTok has a high engagement rate compared to other platforms, making it an interesting platform in terms of influencer marketing.
He advised businesses to consider factors beyond an influencer's follower count, such as their engagement rates, content quality, and alignment with the business's brand and voice. Gray also noted that while TikTok and Instagram are different platforms, both will remain competitive in the coming years. Additionally, Cloud Campaign is introducing a new AI tool called CaptionAI, which will expedite content creation for agencies and businesses. Gray encourages marketers to try influencer marketing, which tends to have the best ROI.
As Instagram Opens Creator Market To Tech Partners, Brands’ Mega Influencer Campaigns Should Boom
Meta's decision to expand its Instagram creator marketplace to three technology partners could revolutionize the way brands approach social-media marketing campaigns. The move provides creator-marketing platforms deep access to data on creator campaigns, simpler ways to communicate with creators en masse, and improved tracking of campaign outcomes. Although the creator marketplace is still in beta mode and only 200,000 vetted influencers can connect with brands on social-marketing deals, it remains an important tool for brands who depend on Instagram's 2 billion users to generate double-digit response rates from highly targeted, performance-marketing campaigns.
The marketplace initially focused on direct, one-to-one connections between brand and influencer, which made it less useful for running big campaigns. However, the new application programming interface (API) will allow brands to work through creator-marketing platforms that typically won't go through the front door of the marketplace, making it easier for brands to send inquiries to multiple potential influencer partners at once, build structured campaign briefs and access additional insights on those creators
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Campaign Insights
Is TikTok changing your taste in music?
The rise of #MusicAd influencers has changed the way music is marketed and consumed on social media, particularly on TikTok. PR agencies and music labels are paying influencers to post videos featuring songs in the hopes of making them go viral. The #MusicAd hashtag is now used to label sponsored music content on social media.
Smaller influencers are reportedly happy with $100 to $200, while larger names can command payments upwards of $10,000. Some campaigns are successful, such as the case of “Heat Waves” by Glass Animals, which became TikTok’s first unignorable big music hit in 2021. VRCTL, a Las Vegas-based music influencing firm, was one of the companies behind the campaign, which saw the song becoming the fourth most streamed song in America a year after its release. Although the practice is not new, it is only now that the world and its laws are catching up to the trend.
Coachella 2023: How Social Media Influencers Are Changing the Festival Experience
Coachella 2023 is expected to be a hub for social media influencers looking to capitalize on their fame and showcase the latest fashion and beauty trends. The festival has become a cultural event that businesses and influencers use to launch their spring campaigns by utilizing modern social media influencer marketing techniques. In its 2018 edition, the festival reported to have a total media impact value of over $116 million and was the subject of 460,000 social media posts.
Brands collaborate with influencers ranging from mega to nano (1M+ to 1K-10K followers) at live events in order to get their products showcased in creative and engaging ways. The festival is also an opportunity for influencers to seek brand collaborations that can cover their expenses at the festival. Coachella has become widely known as the most stylish festival, making it a perfect opportunity for influencers to influence fashion trends. Although most of the content posted in the past consisted of polished 2-D pictures on Instagram, last year marked the first Coachella where TikTok was present, opening up more avenues for brand/influencer collaborations.
How To Find More Brand Sponsorships On Lemon8 As An Influencer
The social media platform Lemon8, which was released in China in April 2022 and in the US and UK in February 2023, is being touted as a promising venue for influencer brand sponsorships. The app, which was founded by ByteDance, the company behind TikTok and CapCut, focuses on aesthetic content and social shopping, and encourages creators to tag brands in their posts to increase audience discovery of popular companies. With its simple interface and layout, Lemon8 is easy to use and navigate.
It also allows users to browse a range of content and follow specific creators, making it easy for audiences to discover new products and influencers. Although Lemon8 does not yet offer a creator monetization program, influencers can still use the platform to secure lucrative brand opportunities by tagging brands in their posts and promoting their Lemon8 content on other social media platforms. The platform's popularity in the US may be attributed to the recent controversies surrounding TikTok's security and ByteDance's desire to have a backup platform should TikTok lose its legal battles.
Journalists and bloggers across the globe to promote Sri Lanka
Sri Lanka Tourism recently hosted a group of international travel influencers and journalists from 10 countries to promote the country as a tourist destination. The delegation arrived from the UK, France, Russia, India, Italy, Netherlands, Australia, Spain, USA, and Indonesia and had a combined global audience of 5.5 million on mainstream social media platforms, travel news websites, and traditional media publications. The total advertising value expected to be gained from this earned media promotion is over Rs. 71 million.
The tour covered popular and emerging tourism attractions in Sri Lanka, including Seethawaka Wet Zone Botanical Garden, Hanthana Mountain Hike, Ravana Zipliner – Ella, Highland Train Rides, and Turtle Hatcheries in Kosgoda. The delegation also experienced the diverse local cultures, gastronomy, heritage, wildlife, and scenic beauty that Sri Lanka has to offer. This promotional project was organized by the Sri Lanka Tourism Promotion Bureau under the Visiting Journalist and Blogger Programs 2023 with a focus on promoting the island as an ideal South Asian tropical holiday destination for 2023.
Poshmark releases livestream shopping feature
Fashion reseller Poshmark has launched Posh Shows, a live shopping feature, in the US and Canada. Posh Shows enables users to create a product listing via its Quick List feature, ship merchandise using its PoshPost service, and tag descriptions of their show via Show Tags. It also offers a Sell Together feature that allows hosts to auction items from other users’ closets.
Following its Q4 2022 pilot, sellers on the platform hosted more than 100,000 shows, during which shoppers made more than 4 million bids in live auctions. The company said it plans to add more features to Posh Shows in the coming months. The launch comes as more brands and retailers experiment with livestream shopping, including Adore Me, Maybelline and Best Buy.
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Interesting People
Gender Fluid Content Creator Jakeytho Shares Difficulty In Starting And Why How Having The Right Intentions Matters
Gender-fluid content creator Jakeytho recently shared his journey in becoming a content creator and social media influencer, and how having clear intentions helped him succeed. Based in Brisbane, Australia, Jakeytho failed multiple times before finally succeeding in 2021. He initially started creating content in 2015 but struggled to gain traction.
Jakeytho is a diverse and gender-fluid content creator with more than 15,000 followers on Instagram and 46,000 on TikTok. He started creating content by posting videos on YouTube focused on comedy and challenges. However, his motivation and passion for making videos died as his intentions going into it weren’t right.
After learning from his past mistakes, Jakeytho tried again in 2021 with a clearer intention: to inspire other queer people to feel comfortable in their own skin. He eventually signed up with The Ace, his current agency, and gained confidence in posting the type of content he posts.
Jakeytho wants to constantly create new, fresh, and inventive content, and he always incorporates a part of himself into it. He creates content focused on the fashion and beauty industry, fitness and wellness content, and daily vlogs.
Artavazd Yeritsyan On Revoice And The Evolution Of Podcasting
Artavazd Yeritsyan, the CEO and founder of Podcastle Inc., has revealed more details about the company's newest feature, Revoice, which uses generative AI to allow podcasters to create digital clones of their own voice and generate audio by typing. Unlike other text-to-speech tools, Revoice is specifically designed for creating longer-form audio content, providing a natural and high-quality version of the podcaster's voice that doesn't suffer from inconsistencies and variations that can arise from fatigue.
Yeritsyan believes that Revoice will become an essential tool for podcasters, simplifying their production process and making it seamless. Revoice has already gained positive reviews from its users, who use the feature for doing voiceovers, overlaying visual presentations, and automating simple editing tasks. As the creator economy continues to evolve, Yeritsyan predicts that all brands, companies, and creators will start doing a podcast, making podcasting a next-generation marketing tool for businesses to engage with audiences.
Don Benjamin On His Humble Beginnings As A Content Creator And Balancing Different Roles
Don Benjamin, a successful content creator, social media influencer, model, film producer, and more, recently gave insight into his journey, struggles, and plans for the future in an interview. Benjamin initially joined Instagram in 2011 to score free clothes, but he became a successful content creator after appearing on America’s Next Top Model Cycle 20. He has since amassed almost 2 million followers on Instagram and TikTok and over 200,000 on YouTube.
Benjamin believes that growing followers and keeping them engaged are more challenging than before, so he focuses on creating content that makes him happy and appeals to his family audience. He chooses to work with brands that are organic to his lifestyle and that he genuinely supports. Benjamin is currently producing and starring in a war horror film that will release towards the end of the year. For new content creators, he advises sticking to one thing on Instagram and having goals early on.
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Industry News
Founder And CEO Daniel Koss Talks About His Experience In The Creator Economy And The Features Of Creable
Daniel Koss, the CEO and founder of Creable, a platform designed to help brands find the right creators and automate processes, shared his experience in the creator economy and the features of Creable. Koss is a former full-time YouTuber and competitive gamer who has worked with various brands and agencies for years. He started his own influencer agency and worked on campaigns for big brands like Coca-Cola, Samsung, and Ikea.
The idea for Creable came from Koss's experience in the industry, where he saw a lack of creative data, including audience demographics, performance metrics, and pricing insights. Creable aims to solve this problem by providing accurate, real-time, and deep data on all creators present on Instagram, TikTok, and YouTube.
One of Creable's notable features is allowing creators and brands to claim their profiles, which provides data that goes much deeper than publicly available data. This feature encourages conversations between brands and creators, leading to professional partnerships.
Creable has received positive feedback from influencers and brands for its ability to automate processes and help find the right creators quickly. Creable is planning to expand its platform to B2B and enrich its database with more creator emails. Additionally, Creable plans to offer audience psychographics to brands in the future.
Travel Discovery Platform Steller Acquires Influencer Marketing Space Travel Mindset
Travel discovery platform Steller has acquired influencer marketing space Travel Mindset in a move that will allow it to expand its influencer marketing offerings. Steller, which connects users with unique travel locations and experiences through curated content, aims to create a dedicated travel community where travellers and creators can share experiences from all over the world.
The acquisition of Travel Mindset will give Steller opportunities to expand its influencer marketing offerings and bring a human perspective and experience to the travel booking process. The deal includes the appointment of Rik van der Kool to Steller’s board of directors. The addition of Travel Mindset is expected to help Steller to build targeted campaigns with specific destinations to promote curiosity-driven experiences. Steller plans to continue serving many more destinations and help make travel decisions all over the internet and social media.
France Is Cracking Down On Sketchy Social Media Influencers
France is taking action against sketchy social media influencers by introducing new legislation aimed at tackling scams and promoting consumer protection. The law, which is set to become the first of its kind in Europe, will regulate the content produced by influencers and establish a new legal status for ""commercial influencers."" They will be subject to French consumer law, and their advertising activities will be scrutinized to ensure they are transparent and not misleading.
The promotion of plastic surgery, counterfeit products, and financial products and services will be prohibited, and filtered and photoshopped products will have to be labeled as such. Influencers will also have to clearly identify which content is advertising. Failure to comply could result in a €300,000 ($327,000) fine, two years in jail, and a ban on future commercial influencing. Social media platforms will also be required to enable users to easily report illegal content, and a policing unit will be established to react to users' complaints when rules are not followed.
TikTok quietly launched a GIF-like ‘video stickers’ feature for direct messages
TikTok has launched a new feature called ""animated video stickers"" for direct messages, similar to GIFs, allowing users to create and upload their own custom images to use in private messages. The feature, unveiled in February, is an expansion of TikTok Stickers, which rolled out in December 2021. Users can browse through popular video stickers uploaded by other users or create their own. To create a video sticker, users can select a video from their liked, posted, and favorite videos, then choose the section they want to include in the sticker.
Users can add text or crop the content before saving the sticker to their personal library, or add it to the sticker store on TikTok, where other users can discover and use it. TikTok displays only videos with sticker permissions, and creators can opt out of allowing others to create video stickers based on their videos. The new feature follows TikTok's revamp of its direct messages settings, which now give users a choice of who can send them messages.
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Great Paywalled Content
CeraVe’s dermatologist influencer strategy shows growth of experts as creators - Ad Age
L’Oréal-owned skincare brand CeraVe has turned to dermatologist influencers to boost its social media strategy, partnering with over 50 of them for campaigns such as #MoisturizeLikeADerm and #FaceItLikeADerm. The brand has used the annual American Academy of Dermatology conference as a "content factory" for social media videos featuring dermatologists, with many also being social media influencers.
The trend of using creators with specialist knowledge, as well as influence, to front campaigns has been noted across the industry. As well as CeraVe, brands such as Olay, Neutrogena and RoC Skincare have looked to partner with such experts. CeraVe's strategy is aimed at appealing to younger generations, with a recent survey showing 41% of teens named CeraVe as their top skincare brand.
Startups and VCs Investing in Influencers and YouTube Creators - Insider
Investing directly in influencers has become a new trend among startups and venture capital firms. These deals vary from owning full YouTube channels to purchasing rights to back catalogs. Spotter is one such startup that plans to buy up YouTube back catalogs from creators such as MrBeast and Dude Perfect by spending $1 billion by the end of 2023. Meanwhile, venture capital firm Slow Ventures has also added creators to its portfolio of investments.
Creative Juice invests in influencers with audiences as small as 10,000 subscribers, while Electrify Video Partners aims to acquire 50% to 100% of an influencer's YouTube channel. Goldenset Collective invests in creators across niches such as sports and lifestyle. Jellysmack plans to invest $750 million into individual creators, focusing on taking ad revenue from evergreen videos on YouTube. As the creator economy matures, these deals are appealing to influencers who want to invest in and grow their businesses.
TikTok creators Tinx and Rod Thill share influencer marketing advice for brands - Ad Age
TikTok creators Tinx and Rod Thill provided advice for brands seeking to partner with influencers during Ad Age's Creator Summit on Tuesday. Thill and Tinx emphasized the importance of personalizing partnerships, being open to co-creation, caring for creators' mental health, understanding the algorithm, and staying up-to-date with social media trends. Both creators stressed the need for brands to do their homework and tailor campaigns to influencers and their audiences.
They also advised being open to working with influencers throughout the entire creative process and emphasizing authenticity. Thill highlighted the importance of understanding social media algorithms and considering the platform when devising partnerships, while Tinx called for greater transparency with brand partners. As social platforms continue to evolve, the creators stressed the importance of remaining relevant and adaptable.
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