|
|
|
|
- The King of England is looking for a Digital Content Creator
- Montana says 1st-in-nation TikTok ban protects people
- The Importance Of Social Media Subcultures
- How Dylan Lemay Became The World’s Largest Ice Cream-Focused Digital Creator
|
|
Learn how the top consumer brands are 5x’ing their conversion rate thanks to influencer-made UGC
It’s no question that UGC is one of the highest-converting forms of media, but you may not be utilizing UGC to its fullest potential. Our friends over at minisocial put together a FREE guide showcasing the top 5 ways consumer brands are leveraging UGC and the success they are seeing. Some results brands have seen from leveraging UGC assets:
Performance in the top 1% of ads on TikTok, in terms of conversions
A 92% increase in organic social engagement
Download the guide to see why creator UGC is taking over your screens and how your marketing strategies evolve simply to include more of it!
|
|
Great Reads
The Coolest Of The Cool: How Dylan Lemay Became The World’s Largest Ice Cream-Focused Digital Creator
Influencer Dylan Lemay, formerly of Cold Stone, is taking the digital world by storm with his innovative ice cream-focused content. Since launching his own ice cream shop, Lemay's online presence has skyrocketed, with over 11 million followers on TikTok and 4.75 million subscribers on YouTube.
A major focus of his success lies in his approach to ice cream: creating fun and unique combinations that stand out from the crowd, such as ice cream balls rolled in toppings. Despite initial challenges, his persistence and hard work have paid off, with a loyal fan base and a thriving business partnership with Chris Camillo at Catch'n Ice Cream. He credits his success to staying true to his passions and advises others looking to start a food business to do the same.
Montana says 1st-in-nation TikTok ban protects people. TikTok says it violates their rights
Montana has become the first state in the United States to implement a complete ban on TikTok, the popular social media app owned by a Chinese tech company. The measure, signed into law by Republican Governor Greg Gianforte, is more extensive than any other state's attempt to restrict the platform. The ban is set to take effect on January 1, 2024, and is expected to face legal challenges.
Advocates of the ban argue that it protects Montanans' private data from being harvested by the Chinese Communist Party. However, TikTok and its spokesperson Brooke Oberwetter argue that the law infringes on people's First Amendment rights and is unlawful. The American Civil Liberties of Montana and NetChoice, a trade group representing Google and TikTok, also deem the law unconstitutional. This ban adds to concerns over the app's potential security risks and its use as a platform for spreading pro-Beijing misinformation.
|
|
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.
|
|
Campaign Insights
Logitech social media head Adu discusses marketing strategy
Logitech's global head of social media, Adu Adu, discusses the evolving role of social media managers and the impact of social media on marketing strategies. Adu highlights the shift in social media managers' position, from fighting for a seat at the table to leading strategy discussions. He emphasizes the importance of creating marketing campaigns with a social-first lens and the role of the social agency of record in this transformation. Adu also shares insights on how Logitech decides where to engage and what trends to lean into, considering the brand's values and internal efforts.
He mentions the significance of platforms like TikTok in reestablishing Logitech's voice with newer generations. Additionally, Adu talks about Logitech's "BeReal" campaign as a risk taken on social media and highlights LinkedIn as an exciting marketing channel for B2B conversations. He emphasizes the importance of having the right agency partner to support social media teams and foster innovation.
KSI becomes latest influencer to fall foul of advertising rules | UK News
Social media star KSI, whose real name is Olajide "JJ" Olatunji, has been found in breach of advertising rules by the Advertising Standards Authority (ASA) for promoting JD Sports in an Instagram post without clearly disclosing it as an ad. The post featured a video of KSI and others at a bowling alley, showcasing trainers and branded sportswear, and ended with the JD Sports logo.
Despite KSI's argument that the references to JD Sports made it clear to viewers that it was an excerpt from a TV ad, the ASA deemed that the commercial intent was not made clear upfront. The post has since been amended to include the #ad hashtag. The ASA advised both JD Sports and KSI to ensure that future ads are obviously identifiable as marketing communications.
SPANX, LLC teams up with college athletes to promote activewear
SPANX, LLC has announced partnerships with over 40 female college athletes to promote its activewear through name, image, and likeness (NIL) deals. The women athletes will showcase Spanx activewear on Instagram and TikTok, highlighting how the brand fits seamlessly into their busy lives. The campaign, facilitated by NIL marketplace Opendorse, will feature athletes from various sports, including basketball, cheer, golf, gymnastics, soccer, softball, swimming and diving, tennis, and track and field.
Athletes participating in the campaign will receive direct compensation and Spanx activewear products. The collaboration aims to empower women and challenge the norm of male athletes dominating endorsement deals. The campaign has already begun with posts from athletes such as Kaila Jackson from Georgia track and field and Elena Arenas and Haleigh Bryant from Louisiana State University gymnastics. The partnership leverages the power of women athletes in driving impactful results for brands in the activewear industry.
Inside the Making of A Synthetic Influencer
Superplastic, the company behind synthetic influencers Guggimon and Janky, is offering a behind-the-scenes look at the making of these computer-generated characters. With over 3 million followers on TikTok, Guggimon and Janky engage in viral trends, collaborate with brands, and sell their own merchandise. The content for these characters is created by a team of four writers who construct plots, integrate trends, and shape their personalities, all while working at the speed of social media.
Synthetic influencers, also known as virtual influencers or AI influencers, are gaining popularity, with 58% of respondents in a recent survey following at least one virtual influencer. Brands appreciate the ability to craft specific narratives for these characters, potentially avoiding controversies associated with traditional influencers. Superplastic is also expanding beyond short-form content, with plans to develop a long-form show for Janky and Guggimon.
Airline boss faces fine after letting influencer into cockpit
Chang Kuo-wei, the founder of Starlux Airlines, could potentially face a significant fine after allowing a YouTuber into the cockpit of his plane. After Starlux Airlines' inaugural flight from Taipei to Los Angeles, Australian influencer Sam Chui, with over three million YouTube subscribers, was present in first class. Chui later posted a picture on social media showing himself in the cockpit alongside Chang Kuo-wei, which attracted the attention of aviation authorities.
According to Taiwan's Aircraft Flight Operation Regulations, only authorized personnel and flight dispatchers are permitted in the flight crew compartment. The Civil Aeronautics Administration is investigating the case, and if Chang Kuo-wei is found to have violated the regulations, he could face a fine of around NT$60,000 (£1,552). The cockpit is a restricted area for safety reasons, and strict regulations are in place regarding access.
NYX celebrates LGBTQIA gaming communities in new Pride campaign
NYX Professional Makeup is launching a Pride campaign titled "Game Out Loud" to address anti-LGBTQIA+ bullying in online gaming. The campaign will see NYX create various online spaces across platforms like Roblox and Twitch, where five LGBTQIA+ gamers and content creators will use makeup to symbolize their favorite games.
In the lead-up to Pride Month, NYX will host livestreams on these platforms, promoting allyship, inclusivity, and education. The campaign seeks to blend gaming culture with Pride celebrations, showing NYX's support for the LGBTQIA+ community and addressing ongoing online harassment and bullying. Activities on Roblox will include an ally pledge and access to exclusive virtual merchandise from NYX. Livestreamed seminars on Twitch will focus on education and inclusivity.
|
|
Maximize Your Reach 🗣️ and ROI 💰 with Influencer Marketing + Paid Social
Did you know combining influencer marketing with paid social is a powerful strategy for maximizing your ROI? Read our guide for expert insights with real-world examples and learn how to create an effective hybrid campaign that boosts reach, engagement, and ROI.
👉 Don't miss this ultimate guide! 👈
|
|
Interesting People
CEO And Founder Brian Freeman Talks About Creatorland And His Views On The Creator Economy
Brian Freeman, CEO and founder of Creatorland, has detailed his vision for the emerging creator economy. As a veteran in the space, Freeman spotted a disconnect between brands and content creators. In response, he established Creatorland, a platform designed to bridge this gap and allow creators to network freely. His desire to professionalise the industry was sparked by the impact LinkedIn had on his career, and he now seeks to provide creators with a similar opportunity.
According to Freeman, the creator economy encompasses those working within content creation, from business founders to service providers and the creators themselves. Creatorland aims to improve connections within this ecosystem, providing creators with a platform to share their work and insights, whilst simultaneously giving brands, agencies, and talent managers better access to them. With features including professional portfolios and customisable analytics, Creatorland offers a unique, comprehensive resource for the creator economy.
IShowSpeed and Kai Cenat Rumble Deal
Popular Twitch streamer Kai Cenat and YouTube star IShowSpeed have partnered with Rumble for an exclusive livestreaming deal. While they will continue streaming on their respective platforms, this collaboration marks a significant move towards exclusive content on Rumble. The partnership comes as both streamers have faced moderation actions and bans on their accounts on Twitch and YouTube.
The Rumble deal allows them to stream together without restrictions. The livestreams on Rumble will have total creative freedom, aligning with the platform's values. The first exclusive show, titled "The Kai 'N Speed Show," is set to take place on May 26. Rumble, known for offering a platform for creators who feel persecuted elsewhere, aims to broaden its audience and compete with platforms like Twitch and Kick in the livestreaming space.
King Charles, Queen Camilla offer £35,000 per annum to Digital Content Creator
King Charles and Queen Camilla are seeking a Digital Content Creator to join the Royal Household at Buckingham Palace. The position offers an annual salary of £34,000 - £35,000. The royal family's official website highlighted the opportunity to have content viewed by millions and play a role in maintaining the presence of the King and Queen in the public eye. The advertisement for the role comes after Prince William and Kate Middleton recently hired a new Digital Content Creator.
The position involves delivering digital content through various channels, including website, email communications, and social media platforms. The chosen candidate will be responsible for planning, filming, and editing videos, as well as developing relationships with audiences and creating engaging content. Analytics and research will be used to measure the effectiveness of the output and generate future content ideas. The role offers the chance to have work shared worldwide, providing significant impact and recognition.
|
|
Experience Unprecedented Success: Partner with Our Elite TikTok Influencers Today
Tired of mass outreach campaigns with lackluster results? Our TikTok Influencer Marketing Agency partners with 100+ handpicked influencers and works with over 4500 creators, tailoring campaigns to your brand's unique needs. No mass emails, no automation – just genuine connections for maximum impact. Experience the difference of personalized influencer marketing today! Elevate Your Brand Now!
|
|
Industry News
The Importance Of Social Media Subcultures
Monika Ratner, Head of Growth at Blue Hour Studios, highlights the importance of social media subcultures for brands in developing an authentic content strategy. Blue Hour Studios specializes in social media services and distinguishes itself by focusing on thriving niche communities, or subcultures, within social media platforms. They conduct research and trend tracking to understand the opinions of subcultures on mainstream pop culture, influencers, and brand expectations.
One of their popular services is the "subculture playbook," where they study specific subcultures for brands, providing valuable insights for influencer marketing strategies. Blue Hour Studios also helps brands identify everyday influencers who have smaller followings but hold deep personal relevance to specific groups of people. Additionally, they offer short-form video production and targeted distribution to optimize content for brand awareness and engagement. Ratner emphasizes the importance of taking risks in social media marketing and building honest relationships with influencers. Blue Hour Studios stays updated on the latest trends through dedicated trend tracking and research teams.
LinkedIn Adds New Topic Prompts to Help Creators Build Their Presence in the App
LinkedIn has introduced new topic prompts to assist creators in building their presence within the app. As part of its rollout of a centralized location for creator analytics and tools, LinkedIn has added topic and post prompts to guide creators. The Analytics and Tools dashboard provides content performance insights and lists available creator elements, such as LinkedIn Live and Newsletters.
The recent addition to the Creator Mode dashboard is "Conversations Happening Now," which includes a Post Ideas listing. This feature displays posts that may be relevant to the creator and their audience based on their previous content and audience interests. Creators can review and repost these posts with their own commentary to join the conversation. LinkedIn's goal is to encourage users to post more frequently and engage with their in-app audience, although there are concerns about the potential misuse of AI-generated post prompts. The new Conversations Happening Now element is currently available to English language users of Creator Mode.
Facebook, Instagram Stoke TikTok Ban Fears to Poach Influencers
Instagram and Facebook are capitalizing on fears of a potential TikTok ban by targeting influencers and attempting to lure them onto their platforms. Meta, the parent company of Instagram and Facebook, is intensifying its efforts to attract creators, promoting its own short-form video tools and emphasizing monetization features. The strategy aims to exploit concerns among TikTokers about the possibility of a ban, enticing them to switch platforms.
While some creators have already begun preparing for the worst by posting their TikTok content on Instagram, others remain committed to TikTok, valuing its supportive and creative environment. Nevertheless, the looming threat of a ban has led some smaller creators to consider investing their time and energy into alternatives like Instagram Reels or YouTube Shorts. Meta's recent announcement of ad-sharing models for Reels further positions the company to benefit if a TikTok ban becomes a reality.
TikTok launches Effect Creator Rewards, a new fund that pays creators for popular AR effects
TikTok has unveiled a new program called "Effect Creator Rewards" that aims to monetize the content of creators on its platform. The program is part of TikTok's AR development platform, Effect House, and will reward creators for the effects they create. The $6 million fund will pay creators $700 USD for each effect used in 500,000 unique videos within 90 days of publication, with an additional $140 for every subsequent 100,000 videos published within the same time frame.
The program is currently available in the United States, France, Germany, Italy, Spain, and the United Kingdom. This announcement follows the recent launch of TikTok's "Creativity Program Beta," which aims to generate higher revenue and opportunities for eligible creators. These initiatives are part of TikTok's efforts to enhance monetization options and support creators on its platform.
|
|
Thank You To Our Title Sponsors
|
|
Registration Required
Great Paywalled Content
For Gen Z, Playing an Influencer on TikTok Comes Naturally - The New York Times
A growing number of individuals from Generation Z are adopting the behaviors of professional influencers on social media platforms like TikTok, regardless of their follower counts. These individuals are posting content that mimics that of established influencers, showcasing daily routines, promoting products, and modeling clothing. Despite having smaller followings, they are receiving favorable feedback and even earning money and free products through brand endorsements.
Many of these Gen Z creators are comfortable speaking to the camera and making product recommendations, as they have grown up witnessing similar behavior on platforms like YouTube and Instagram. The trend reflects the belief that anyone can become a creator and monetize their online presence, attracting the attention of brands seeking to engage with younger audiences. This shift in behavior is facilitated by platforms like TikTok and Linktree, where users can curate content, showcase their affiliations, and direct followers to various online platforms.
OnlyFans Has 3M Creators, CEO Says It's Become a 'Global Business' - Insider
Subscription-based platform OnlyFans has surpassed 3 million content creators, according to CEO Ami Gan. The platform, known for its adult content, experienced a significant increase in creators joining last year, marking a nearly 40% growth. Gan highlighted OnlyFans' global reach, operating in over 100 countries, and identified Latin America and Australia as key growth markets.
The company aims to provide creators with exposure to a global audience and capitalize on the opportunities presented by these regions. OnlyFans generated close to $1 billion in revenue in 2021, and its owner, Leo Radvinsky, has reportedly earned over $500 million from the platform since 2020. Gan, who became CEO in late 2021, previously served as the company's Chief Marketing Officer. OnlyFans continues to expand its presence and solidify its position as a leading platform for content creators.
|
|
Influence Weekly Reaches over 24,000 Subscribers Each week
🚀Boost your brand with a sponsorship in Influence Weekly
Ready to take your brand to the next level? Our weekly newsletter is read by thousands of influencers, marketers, and e-commerce brands who are always on the lookout for the latest insights and trends in the industry. By sponsoring our newsletter, you'll have the opportunity to showcase your brand to a highly engaged audience who are passionate about influencer marketing. Don't miss out - secure your sponsorship slot for May today!
Check Out Our Media Kit
|
|
💬 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
|
|
|
|
|
|
|
|
