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- Everything You Need To Know About The Latest Twitter Alternative Bluesky
- Gen Z content creators were a key part of the NFL Draft
- BuzzFeed CEO Jonah Peretti Is Increasing Reliance on Creator Content
- TikTok opens up its revamped creator fund to all eligible creators in the US
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Great Reads
Everything You Need To Know About The Latest Twitter Alternative Bluesky
Bluesky, the latest Twitter alternative, has been gaining attention among users who are looking for a new social media platform. Created by a group of talented developers who previously worked for Twitter, Bluesky aims to become a decentralized and open social media platform that can work alongside Twitter to gain more control over the market. Since launching as a Beta in February 2023, Bluesky has gained around 2,000 users, with a waiting list of many more.
Bluesky offers users the chance to join multiple servers, allowing them to customize their feed and interact with content that interests them. The platform uses Authenticated Transport (AT) Protocol, which allows users to see how their data is processed and how it affects the algorithms seen across the platform. Bluesky also implements cryptography techniques to help verify content and reduce fake accounts.
Bluesky operates similarly to Twitter, with an almost identical interface, but offers greater space for expression and does not allow users to message each other directly yet. The platform is currently invite-only and only available on iOS. For content creators, Bluesky offers an intuitive platform with an algorithm that helps them gain new ideas and inspiration, while cryptography techniques ensure validation of their account and content.
Tinx X Chipotle x SkipTheDishes Influencer Collab
Canadian food delivery platform, SkipTheDishes, has partnered with popular Mexican food chain, Chipotle, to offer its menu items for pickup and delivery in Ontario and British Columbia. To celebrate the launch, SkipTheDishes has collaborated with social media star and Chipotle superfan, Christina Najjar, also known as “Tinx”, to create an exclusive bowl available for a limited time only.
The “Tinx Bowl” features chicken, extra fajita veggies, fresh tomato salsa, tomatillo-red chili salsa, roasted chili-corn salsa, romaine lettuce, and a side of guac. The 32-year-old digital content creator, who has over 1.5 million TikTok followers and 500,000 Instagram followers, has been named one of Forbes’ Top Creators of 2022. Customers who order Chipotle through SkipTheDishes will enjoy a $0 delivery fee on orders over $25 until May 10th. Chipotle's Managing Director in Canada, Anat Davidzon, hopes the Tinx Bowl will entice new customers to try the restaurant’s fresh Mexican fare.
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Campaign Insights
Beauty brand Klorane invests in a Twitch campaign with niche content
French beauty brand Klorane has partnered with influencer agency We Are Social to launch an educational and gaming stream on Twitch called "BotaniQuest." The three-hour livestream featured influencer and streamer Baghera Jones playing the cowboy video game "Red Dead Redemption 2" and looking for plants in the game. Klorane's focus on natural ingredients was highlighted in this partnership. The campaign targeted a younger audience and reached over 39,000 unique Twitch viewers.
The brand has been engaging younger audiences through localized social media accounts and recently launched on TikTok in 2021. The campaign was the first activation on Twitch from a dermo-cosmetics brand. The company prepared for six months, carefully choosing the right influencer to talk about the game, highlighting the right plants to mirror the ingredients in its products, and preparing Q&As for the audience in chat. The campaign's success led to Twitter engagement with the hashtag #Botaniquest, which asked the audience to post photos of plants in games to create a digital herbarium.
Fandom launches new creator initiative and invests in more original video content
Fandom, the entertainment site and wiki hosting service, has launched a new initiative called Creator Class, which offers quarterly workshops to creators. The program is aimed at Fandom's top creators and aims to help them enhance their wiki sites with behind-the-scenes videos, content development and marketing tips, and resource guides that include challenges and prompts.
The first workshop will be led by Senior Social Media Coordinator Miranda Phaal and will focus on boosting social media presence. Additionally, Fandom has announced a new portfolio of original video content featuring its acquired brands GameSpot, Metacritic, and Screen Junkies. The seven new shows catered to gamers and fans of entertainment, and are available on Fandom's platform, YouTube channel, and Screen Junkies' YouTube channel. Fandom predicts it will have over 400 stars (contributors who are recognized for their hard work) by the end of 2023.
Why Gen Z content creators were a key part of the NFL Draft
The NFL has collaborated with Gen Z content creators and social media influencers to connect with younger audiences during the NFL Draft. The move was part of the NFL's aim to increase awareness of the Draft and its content creators among younger viewers. The NFL had over 40 content creators on the ground during the week of the NFL Draft, including Leon Ondieki and Trent Simonian, amongst others.
The NFL has been looking for ways to expand and complement its existing influencer and celebrity strategy. This youth-focused strategy aims to put a spotlight on content creators and ultimately move the needle in terms of NFL viewership.
Adidas Terrex launched 'United by Summits' video and influencer campaign to push Free Hiker 2 shoe | Mobile Marketing Magazine
Adidas Terrex has launched its "United by Summits" campaign with a docu-style film called "Summit of the Determined Dreamer". The video, created by Iris Worldwide, aims to promote Adidas Terrex's hiking shoe, the Free Hiker 2, by documenting the journey of hiking influencer Arielle Shipe as she revisits the Pacific Crest Trail for the second time, this time preparing for motherhood.
The campaign also includes a global influencer campaign featuring 12 influencers across five markets – Chile, Korea, the UK, North America, and Germany – producing content for Adidas Terrex and its own channels, promoting the Free Hiker 2 shoe. The campaign includes a competition that allows hikers to win a chance to hike part of the Pacific Crest Trail and join the Adidas Terrex United by Summits relay team in the 455-mile Oregon section of the trail. A film promoting the brand's first hiking shoe designed for the anatomy of the female foot will also go live on Instagram later this month.
A "Prime" example of the strength of influencer marketing
Prime Hydration, the drinks brand created by YouTubers Logan Paul and KSI, has generated £209 million in retail sales globally since its launch in January 2022, with £36 million in sales in January 2023 alone. The brand has experienced high demand in the UK, with retailers constantly selling out of restocks, and some reselling the drink, originally priced at £24.99 for 12 bottles, for over £1,000.
The brand’s popularity is attributed to the pair’s significant online following and their engagement with their audiences through interaction and self-disclosure, which creates parasocial feelings among viewers. The algorithmic networks generated by content collaboration on YouTube are also key to creating an engaged fanbase, as the videos of famous YouTubers like Paul and KSI are more visible and cause similar content to be recommended to viewers. The success of Prime Hydration may serve as a blueprint for other content creators looking to harness YouTube’s algorithm for commercial success.
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Interesting People
Jacqueline Garrett Of GGWP Academy: The State Of The Gaming Influencer Industry
GGWP Academy, a content creator education platform founded by Jacqueline Garrett, is democratizing the gaming influencer industry. The platform teaches creators how to become best-in-class, drive ROI for brands, and build their personal brand and a thriving community. GGWP Academy has over 13,000 content creators on its platform, ranging from micro to large creators. The academy has worked with over 60 global brands, including Logitech, Ubisoft, and EA Games, and recently raised $2.1 million through crowdfunding and angel investors.
GGWP Academy is finalizing a talent identification feature that allows brands to search through content creators, hire them, pay them, and collect a report from the creator. This feature streamlines the influencer marketing process, making it easier for brands and creators to communicate and build strong relationships.
Jacqueline believes that the gaming industry has a long way to go and anticipates more gaming creators leaning into the lifestyle space. GGWP Academy's long-term plan is to be the most advanced education lead for content creators and be seen as a necessary tool for creators when making content
BuzzFeed CEO Jonah Peretti Is Increasing Reliance on Creator Content
BuzzFeed CEO Jonah Peretti has revealed the company's increasing reliance on social media creators to produce content for its various sites, following the series of layoffs and shuttering of its newsroom. According to a recent interview with Axios, Peretti expects a wave of creators and media companies to partner in the coming years. The company was early in adopting creators into its editorial strategy, relying on influencers since 2018 through its creator program.
The program, which BuzzFeed named Catalyst last year, grew from 12 creators in 2018 to more than 100 creators as of last year, with one-third of its Catalyst members being full-time staff. Tasty, a food and recipe site that BuzzFeed owns, is made up of 70% creator-generated content, and its videos made by influencers receive six times more views, with a total of 1 billion views on Instagram. BuzzFeed could also integrate creator content into HuffPost, its politics and entertainment news site, according to Peretti.
Faceless Youtube Automation- Scaling Youtube Content Production With Noah Morris
Noah Morris, a YouTube expert and founder of Faceless YouTube, is helping brands grow their YouTube channels by providing effective YouTube thumbnails and game-breaking YouTube tools. Morris, who currently runs 20 faceless channels with 2.5 million subscribers, has been running YouTube channels since 2016 and has edited and written hundreds of YouTube videos, making him an expert in the business model.
Morris believes that brands have to understand what triggers their customers first before relating to their products. To gain momentum on YouTube, Morris suggests that brands should strive to capture their audience's attention and then leverage something that their audience will find interesting. He also emphasizes the importance of feedback, competitor analysis, and studying what the smaller channels are doing to increase a brand's chances of success
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Industry News
TikTok partners with top publishers on its new premium and brand-safe ad slot, ‘Pulse Premiere'
TikTok has launched a new premium ad product called "Pulse Premiere" in partnership with publishers such as NBCU, BuzzFeed, and Condé Nast, among others. The ad slot allows marketers to place their brand ads directly after TikTok's publisher and media partners' content in various categories, including entertainment, sports, education, and lifestyle. This new offering provides a brand-safe space within the social video network, allowing marketers to position their ads alongside premium publishers, which is expected to attract more premium ad dollars.
Pulse Premiere also enables marketers to tie their campaigns to tentpole events. TikTok's data indicates that users are 2.6 times more likely to interact with a Pulse ad than a comparable ad on another video platform. The company plans to roll out the new ad product to US advertisers in the second half of this year, with other markets to follow.
TikTok opens up its revamped creator fund to all eligible creators in the US
TikTok has opened up its new creator fund, the Creativity Program Beta, to all eligible creators in the United States. The company has been testing the program with select creators since February. To qualify for the program, creators must be at least 18 years old, have a US-based account, and have at least 10,000 followers and 100,000 views in the last 30 days.
The new program is designed to generate higher revenue and unlock more real-world opportunities for creators. The program offers a higher average gross revenue for qualified video views. Creators will need to create high-quality, original videos that are longer than one minute to start earning with the program. The program gives creators access to an updated dashboard with more insights into estimated revenue, video performance metrics, analytics, and video eligibility requirements.
The rising demand for influencer marketing jobs: Why HRs should pay attention
As the influencer marketing industry in India is projected to grow at a CAGR of 25% over the next five years, there is a rising demand for jobs in the sector. A search for "Influencer marketing jobs in India" on naukri.com reveals nearly 20,000 job openings, and reports suggest that the industry is expected to create numerous job opportunities in the coming years.
Content creation, content writing and strategy, social media analytics, video editing, campaign management, and media/PR management are some of the most in-demand roles in the influencer marketing ecosystem. Neel Gogia, co-founder of IPLIX Media, suggests that companies should hire talented individuals who possess exceptional writing and editing abilities, a deep understanding of various content formats, strong analytical skills, excellent collaboration skills, and a creative mindset. He also advises HRs to stay up-to-date with the latest developments in the industry.
What to know about the novel bill that aims to regulate paid influencers in France
France is on track to become the first European nation to regulate influencer marketing, potentially impacting the estimated 150,000 influencers targeting a French audience. A bill aiming to define influencer marketing parameters is slated for adoption next month, following its advancement by the National Assembly.
The proposed law would prohibit influencers from promoting cosmetic surgeries, online betting, or financial products such as cryptocurrencies, and would require them to disclose any filters or edits on sponsored content. In addition, they would need to comply with existing French advertising regulations. Violators could face fines up to €300,000 ($330,000), two-year prison sentences, and potential platform bans. The legislation also offers protections for minors under 16 involved in revenue-generating social media activities, treating them similarly to child actors or models.
Google Bolsters Advertising On YouTube Shorts
Google has announced new advertising features for YouTube Shorts, its short-form video platform that competes with TikTok. The platform has seen a rapid rise in daily views, reaching 50 billion, and is considered a valuable opportunity for advertisers to connect with new audiences. Google is introducing video reach campaigns to enhance reach and efficiency, incorporating in-feed video ads that will appear on YouTube’s home feed and search results.
Google is also expanding its YouTube Select tool to Shorts, allowing advertisers to select from YouTube-curated content packages. Furthermore, Google is launching a new feature called “First Position on Shorts” that allows an advertiser’s content to be the first video seen by viewers when they start scrolling on Shorts. Despite Shorts' positive growth trajectory, Google has reported a second consecutive drop in YouTube advertising revenue, indicating challenges within the broader advertising industry.
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Great Paywalled Content
Influencer marketing is using affiliate marketing tactics - Ad Age
The lines between influencer marketing and affiliate marketing are becoming increasingly blurred, as more brands seek sales-based payment structures amid economic uncertainty. Brands are turning to affiliate links as a means to track the financial success of influencer campaigns, enabling influencers to earn a percentage of the conversions they drive through these links. This has led to an uptick in demand for affiliate platforms, such as Mavely and LTK, which are projected to reach a global market value of $14.3 billion in 2023.
Social media platforms, including TikTok, have also played a crucial role in the modern iteration of affiliate marketing, with prominent creators on the platform embracing TikTok’s power as a social commerce medium by including commissionable links to platforms like LTK and Amazon Storefronts. In March, TikTok began piloting an in-app affiliate program as part of its ongoing rollout of TikTok Shop.
While most brands still incorporate affiliate programs as a supplement to traditional influencer marketing campaigns, there is a growing interest in these programs, particularly among nano- and micro-influencers who have been found to convert 45-50% more than macro- and mega-influencers. Commission-based models are expected to play an increasing role in the influencer marketing landscape moving forward, as brands seek to see a more tangible return on investment.
Snapchat Launches a New Way for Top Influencers to Connect With Brands - Insider
Snapchat has announced Collab Studio, a new program to connect brands with its top influencers, also known as Snap Stars, for creating sponsored content. The program will enable brands to partner directly with Snap Stars like David Dobrik and Hannah Stocking, who are popular on the platform. With over 750 million monthly users, Snapchat has become a favourite of creators because of its several creator-monetisation programs such as beta programs where Snap shares advertising revenue with select creators, Snap shows, and challenges where influencers can earn cash for top-performing content.
The Collab Studio allows brands to work with four initial partners including Whalar, Beeline by Brat TV, Influential, and Studio71 to produce video content. The service is currently available only in the US, but Snapchat plans to connect brand partners with creators in other markets soon. The Collab Studio could create more opportunities for creators since brand partnerships are a major source of income for many, with some earning five or six figures annually.
A travel influencer with 680K TikTok followers shares the 4-page media kit she's used to get deals - Insider
Brianna Seaberg, a travel influencer with 680K followers on TikTok, has shared the 4-page media kit she uses to pitch hotels and brands for collaboration. Seaberg has been able to partner with big brands like Amazon, Netflix, and Dunkin', as well as a number of boutique hotels in Italy, Greece, and Florida. She recommends that aspiring travel creators pitch smaller, boutique hotels that are in the mid-range, and those that might not have resources to boost their social media presences.
Seaberg's media kit includes information about herself, her previous brand collaborations, and examples of her content. It also includes a list of services she offers and her rates, and examples of her recent travel collaborations. Offering user-generated content that the hotel will have the right to repost on their accounts has been the most successful way to land a free stay for Seaberg.
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