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- 2023 Creator Economy Trend Report from AIC
- All The Details About The Sephora And TikTok’s Incubator Program
- MrBeast Bought A Whole Neighborhood For Employees To Live In
- Inside Shark Beauty's influencer marketing strategy targeting moms
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Great Reads
2023 Creator Economy Trend Report
The American Influencer Council (AIC) has released its Inaugural Creator Economy Trend Report, offering valuable insights into the industry. The AIC, an organization advocating for content creators, collaborated with HypeAuditor and conducted interviews with industry figures to compile the comprehensive report. Three key takeaways from the report include an increase in brand inquiries for influencers compared to last year, the significant presence of nano-influencers and micro-influencers in paid Instagram ads (accounting for over 60%), and the challenges marketers face in measuring ROI and finding suitable influencers.
The report indicates the growing popularity of influencer marketing, with 46.4% of influencers experiencing increased brand interactions. Smaller influencers are proving effective, with brands gravitating towards their affordability and high engagement rates. The report emphasizes the need for brands to conduct thorough research and analysis to ensure successful influencer campaigns.
From creator to creative: Why agencies are recruiting social media stars
Agencies are increasingly hiring social media stars as full-time creatives to tap into their nimble creativity and expertise in short-form content. To bridge the gap between creators and the advertising industry, The One Club for Creativity partnered with TikTok to launch the One Creator Lab, a training program that combines creators' video expertise with advertising fundamentals. Day One Agency runs an apprenticeship program and a TikTok challenge to recruit creators, while Movers + Shakers and Edelman have incorporated creators into their workforce.
Agencies value creators' ability to connect with younger audiences and their knowledge of current trends. Hiring creators as full-time employees speeds up the creative process and facilitates better communication between creators and brands. However, challenges include adapting to agency culture, working within established structures, and catering to different brand communities. Despite the challenges, creators benefit from financial stability, learning business operations, and developing hard skills. Agencies can support creators by offering the right balance of freedom and direction and explaining the importance of agency work.
Pinterest rolls out new update, unifying posting formats
Pinterest is updating its platform by unifying all features under "Pins." With 460 million monthly users, the update aims to enhance the experience for creators, Pinners, publishers, and brands. New features include flexible aspect ratios, post-publish editing, expressive elements like music, text overlays, and stickers.
Pinterest is expanding tools for content editing, publishing, and monetization. Video Pins now offer detailed metrics, while users can add links to images, videos, and live streams to increase traffic and brand connections. Pin scheduling is possible via API. New community features include photo comments, safety keywords, and expanded reactions.
Monetization opportunities include a paid partnership tool and product tagging with affiliate links. Pinterest TV has expanded to Canada, offering new opportunities for brands and creators.
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Fiverr's influencer program puts creators first—offering fair compensation, creative freedom, and potential long-term opportunity
As a global marketplace for digital freelancers, Fiverr knows what it takes to make incredible content. That’s why their Influencer Program offers creators more—including higher rates and free credits for hundreds of services, from video editing and copywriting to web development and SEO.
Free Credits & Exclusive Promo Codes
As a Fiverr influencer, you’ll get free credits to try out services relevant to your interest—so you can create videos that incorporate your unique point of view. Your fans will benefit, too: by partnering with Fiverr, you’ll be able to offer viewers a promo code for 10% off their first purchase.
Competitive Rates
Fiverr knows great content requires big investments. That’s why their Influencer Program offers best-in-industry commission rates and personalized flat rates—so you can choose the compensation option that works best for you.
Audience Growth
Viewers really want to hear what you have to say about Fiverr. In fact, influencers’ promotional posts about Fiverr tend to perform better than other sponsored and non-sponsored posts—meaning more views and higher engagement.
Ready to discover what partnering with Fiverr can do for your channel?
Submit your application today!
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Campaign Insights
All The Details About The Sephora And TikTok’s Incubator Program
Sephora and TikTok have joined forces to launch the Sephora X TikTok Incubator Program, aimed at helping emerging beauty brands find success on social media. The program, announced in March 2023, focuses on influencer marketing and provides education and industry knowledge to small businesses in the United States. Three brands participating in the program are Eadem, Topicals, and Hyper Skin, all of which were part of Sephora's Accelerate Program in 2021.
The program includes workshops where entrepreneurs can learn new skills for their brands. It also emphasizes the importance of BIPOC beauty brands and promotes diversity by partnering with BIPOC influencers. Sephora aims to establish itself as a thought leader and expand its portfolio of collaborations through this initiative. The program will be repeated quarterly, allowing more brands to experience growth on social media.
Jack in the Box has introduced its official streamer: Say hi to Gamer Jack
Fast food chain Jack in the Box has embraced a unique streaming strategy by introducing its official streamer, Gamer Jack. The chain has hired 22-year-old creator Kodie as its Head Twitch Creator, who will portray the personality of Gamer Jack. Kodie will go live multiple times a week on the official Jack in the Box Twitch channel, playing games like Call of Duty: Warzone and Valorant while engaging with the Twitch community.
Jack in the Box aims to highlight emerging talent on Twitch by featuring rising creators in upcoming streams alongside Gamer Jack. The chain's presence on Twitch began with a virtual drive-thru promotion that provided exposure for streamers. Jack in the Box's move to hire a Head Twitch Creator reflects its commitment to the streaming world and Gen Z creators. Viewers who challenge Gamer Jack on the Twitch channel have the chance to win a "Mystery Box" valued at $25.
TravelSupermarket ties up with ‘Cheap Holiday Expert’ as guest spokesperson
TravelSupermarket, the holiday comparison website, has enlisted the services of Chelsea Dickenson, known as The Cheap Holiday Expert, as a guest spokesperson. In a new collaboration, Dickenson will contribute articles and social media content to the site. Steve Seddon, Chief Marketing Officer of TravelSupermarket, expressed confidence in Dickenson's expertise, stating that she has become a well-informed consumer expert in finding the best value for holidays and travel products. Seddon believes that Dickenson's content, which is both fun and educational, aligns perfectly with TravelSupermarket's values.
Dickenson herself expressed excitement about the partnership, citing her longtime use of TravelSupermarket to compare prices. She looks forward to working as a guest expert and sharing tips on how to maximize value when booking holidays. The collaboration will also give her more opportunities to search for bargain deals, something she considers her favorite activity.
Inside Shark Beauty's marketing strategy targeting moms
Shark Beauty, a hair care brand, implemented a targeted marketing strategy aimed at young moms during the recent Coachella festival. The company flew in eight mom-influencers, including Mayci Neely, Bobbi Althoff, and Lucy Carter, who were already users and fans of Shark Beauty's FlexStyle Hair Blow Dryer & Multi-Styler. The influencers were hosted in a house in Palm Springs and shared their experiences on social media using the hashtag #ForAllMomkind.
Shark Beauty's parent company, SharkNinja, recognized the significance of Coachella as a platform for engaging with influencers and customers, building community, and generating user-generated content. The brand also sponsored Camp Poosh, an event hosted by Kourtney Kardashian Barker, and used the opportunity to preview upcoming launches and collaborate with the wellness brand Poosh. This marketing strategy aligns with Shark Beauty's aim to connect with diverse communities and cultural moments, with plans for future activations tied to other significant events.
South Australia tourism campaign hires TikTok stars to prove it's not the most boring place ever
South Australia's tourism campaign has faced criticism for using TikTok influencers to dispel the notion that it is a boring state. Taxpayer funds were utilized to pay 12 influencers, who were offered luxurious four-day packages, to promote the state on social media. The campaign was labeled "embarrassing" by the opposition, arguing that public money should not have been used for such purposes. Initially, the influencers posted content insinuating that South Australia was unexciting, using a popular TikTok soundbite saying, "Ready to run amok in the most boring state ever?"
However, they later transitioned to showcasing the state's diverse experiences, including its oceans, hills, and wildlife. The Tourism Commission defended the campaign, highlighting the personalized itineraries that showcased the best of South Australia. Critics argue that the state should prioritize addressing the cost of living crisis instead of funding extravagant influencer trips. The campaign has ignited a debate over the effectiveness and appropriateness of using social media influencers for promoting tourism.
The Importance Of Building Communities And Relationships In Influencer Marketing From Kaaveh Shoamanesh's Perspective
Kaaveh Shoamanesh suggests businesses to use influencer collaborations to build relationships. Not everyone will find this strategy helpful, but it can benefit both parties in the long run.
Kaaveh explains, “You look at it as, how can you help them? How can you help their community grow? Maybe you can drive some more traffic to them. Maybe you have your mini-community, which you can drive traffic to that influencer. If you do that for them, you’ll genuinely help their community grow and as it does, you grow too — everyone grows.”
Kaaveh shares that another way to leverage influencer collaborations is to engage with them. He suggests businesses structure their schedules to have time to comment on and like influencers’ posts. This way, influencers will do more for the brand and, in some cases, even do some free things for the brand rather than asking them to pay all the time.
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Interesting People
Tiffany Kelly On Starting Curastory And Changing The Traditional Model Of Influencer Marketing
Tiffany Kelly, a former ESPN employee, became intrigued by the creator economy when news broke in spring 2019 about student-athletes being able to monetize their social media channels. Recognizing the potential problems faced by these new entrants, Tiffany conducted extensive research and user interviews for six months. One interview with a soccer player using Anchor FM for his podcast stood out, as he expressed the need for a similar solution for video content.
This inspired Tiffany's goal to create a video enablement tool called Curastory, offering editing, music licensing, and one-click distribution to platforms like YouTube shorts, TikTok, and Facebook reels. Curastory also introduced an ads manager, treating influencer marketing as a programmatic media buy. Unlike traditional models, Curastory allows advertisers to seamlessly integrate their ads into creators' content, preserving the audience's engagement and providing a more authentic experience. Tiffany's innovative approach aims to revolutionize influencer marketing and ensure a balanced viewing experience for audiences.
MrBeast Bought A Whole Neighborhood For Employees To Live In
YouTube sensation MrBeast, also known as Jimmy Donaldson, has been purchasing properties in a North Carolina neighborhood for himself, his family, and his employees to live in. Over the past five years, Donaldson has bought five homes on the same street in Greenville, spending an estimated total of $2 million.
His net worth is reported to be $54 million, largely thanks to his viral videos, including a 23-hour-long video of him counting to 100,000. Donaldson's extravagant spending on stunts, such as gifting private jets and funding life-changing surgeries, has gained him millions of views and continues to generate significant income. By investing in the neighborhood, Donaldson is following a trend set by billionaire Elon Musk, creating his own community reminiscent of company towns from the late 19th century.
The Story Behind Creator Kitchen As Told By Jay Acunzo
Jay Acunzo, co-founder of Creator Kitchen, shares the story behind the platform and its mission to help creators improve their storytelling. Acunzo, with his background in sports journalism and content marketing, realized the importance of creating personal and meaningful content to stand out in the industry. Creator Kitchen was born out of the desire to provide creators with tools and resources to connect with their audiences on a deeper level.
The platform offers co-working sessions, master classes, and special guest interviews, all aimed at helping creators enhance their storytelling skills. By focusing on themes and providing guided action, Creator Kitchen creates a supportive community where creators can improve the flow and impact of their content. Acunzo emphasizes the value of curiosity, human connection, and staying true to one's vision in the face of evolving technology in the creator economy.
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Industry News
How YouTube became a force in Korean politics
YouTube has emerged as a significant player in Korean politics, with the most-watched daily live program in South Korea being a current affairs talk show called "Gyeomson (Modesty) is Nothing." Hosted by Kim Ou-joon, the show challenges the conservative government's narratives and provides a liberal voice in a country where traditional media is known for its respectful coverage. Kim's irreverent style and willingness to defy authority have garnered attention and lawsuits for defamation.
The popularity of shows like "Modesty is Nothing" highlights the changing media landscape in South Korea. Current affairs programs are increasingly turning to YouTube for larger audiences and greater freedom of expression. YouTube has a high penetration rate in the country, with over 46 million users, representing more than 90% of the population.
The influence of YouTube channels was evident during the general election, as right-wing and left-wing channels played a role in shaping public opinion. YouTube's platform is seen as a space for free speech, especially considering concerns raised by the US State Department about defamation lawsuits and restrictions on freedom of expression.
Kim's previous show, "News Factory," faced opposition from conservatives and was eventually shut down. However, his new show on YouTube has quickly gained popularity, surpassing one million subscribers and becoming the top-ranked daily show on the platform in South Korea. Kim aims to challenge the notion that canceling a show for political reasons was justified and to create a unique form of press on YouTube.
YouTube Launches Cost Management Tools for Creator Music, Live Shopping Tags on Mobile
YouTube has introduced new features to enhance the creator experience on its platform. Firstly, YouTube has added cost management tools to its Creator Music element, allowing creators to filter music licensing options based on duration and price, making commercial music more accessible. The addition of icons also indicates which tracks are available for revenue sharing. Additionally, YouTube is improving Shorts analytics through its Data Story feature, highlighting how Shorts content contributes to channel growth. The platform is testing this feature with selected users before a wider release.
YouTube has also launched the ability to create expiring community posts, offering creators a way to communicate time-sensitive promotions or updates. These posts will be displayed in-stream with an expiration notification. Finally, YouTube is expanding its live shopping capabilities by allowing creators to tag and pin products within live streams on mobile devices. These updates aim to enhance engagement and monetization potential for both YouTube and creators.
TikTok launches a new hub to help brands better connect with its audiences
TikTok has unveiled its latest initiative, the "TikTok World Hub," aimed at assisting brands in connecting more effectively with its user base. The hub encompasses a range of topics, including branding, commerce, performance, and creative strategies, with videos featuring TikTok product leaders and product roadmaps to educate brands on advertising practices. To further support marketers, TikTok has consolidated its complete suite of advertising products within the hub, enabling them to access the necessary tools to maximize their content and ads.
Additionally, TikTok introduced "TikTok Fundamentals," a framework that offers guidance to brands for optimizing their advertising campaigns on the platform. The launch of the TikTok World Hub aligns with TikTok's ongoing efforts to expand its presence in the advertising realm, following the introduction of features such as "Shopping Ads," "Branded Mission," and "TikTok Pulse." With aspirations to become an e-commerce platform, TikTok aims to attract advertisers and bolster its advertising suite.
Cosmetics brand Tarte faces backlash after TikTok influencer calls out disparate treatment
Cosmetics brand Tarte is facing backlash after TikTok influencer Bria Jones called out the brand for what she perceived as disparate treatment. Jones expressed her frustration in a now-deleted video, explaining how she felt like a "second-tier person""after being invited on Tarte's Formula 1 Miami trip. The influencer discovered that her travel itinerary differed from her fellow influencers, as she was scheduled to leave a day earlier and would miss out on the main racing competition. Jones, supported by other content creators, highlighted the issue of unequal treatment for Black creators.
Tarte's CEO, Maureen Kelly, responded with a TikTok video, attributing the situation to miscommunication and lack of knowledge about the F1 weekend. Tarte's CMO, Sam Kitain, stated that the miscommunication resulted from staggered arrivals and departures. This incident follows previous criticisms of Tarte for lack of diversity in influencer trips. After initial backlash, Jones and Tarte have resolved the issue and expressed a desire to move forward positively, but Jones has temporarily deactivated her social media accounts due to online bullying and threats.
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Great Paywalled Content
The Gig Economy’s Lessons for Creator Unions - The Information
Creators in the creator economy are attempting to organize and advocate for their rights, welfare, and creative freedom through the Creator Project 1.0. This raises questions about the potential success of creator unions compared to gig workers who have fought for better compensation and benefits. Gig workers, such as Uber and Lyft drivers, have faced challenges in being classified as employees rather than independent contractors. While some progress has been made, significant differences between creators and gig workers make collective advocacy more difficult for creators.
Creators often work independently across multiple platforms, lacking a single employer. Furthermore, there is a lack of legal framework for creators, making labor protections and regulations more challenging to establish. However, public support for the creator economy and increased scrutiny of big tech by lawmakers offer hope for the success of creator organization efforts. The test of organizing and building momentum among creators will determine if a union can effectively support their needs.
Meta Tests Views-Based Creator Payments to Compete With TikTok - Bloomberg
Meta Platforms Inc., the parent company of Facebook and Instagram, is testing a new payout model for creators that is based on the number of views their videos receive. This move aims to enhance the appeal of its content and attract users away from TikTok, its main competitor.
The current model relies on ad revenue, but the new approach encourages creators to produce more engaging videos, while also providing users and advertisers with more incentives to spend time and money on the platforms. Facebook and Instagram introduced short-form videos called Reels to compete with TikTok, but the monetization of Reels has been less efficient compared to other areas of the apps, impacting revenue and creator earnings. Meta aims to close this monetization gap by increasing viewership and attracting more advertisers.
Why Are ‘Get Ready With Me’ Videos So Confessional? - WSJ
Beauty influencers on social media are using "get ready with me" videos as a platform to share personal stories, including experiences with mental illness, plastic surgery, and racism. The confessional genre has gained popularity on platforms like TikTok, where influencers combine makeup routines with intimate storytelling. Viewers engage with these videos because they offer a blend of visual interest and compelling narratives. The trend toward shorter, more authentic content has contributed to the success of these confessionals.
The rise of influencer Alix Earle on TikTok has been fueled by her candid get-ready-with-me videos, where she discusses her struggles and personal experiences. The use of confessional storytelling in these videos has created a sense of community and support among viewers. While there are risks to sharing personal struggles online, many creators find that the most honest and vulnerable videos receive the highest engagement. Some creators believe that applying makeup while sharing personal stories can serve as a coping mechanism and provide a sense of therapy.
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