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- Emma Chamberlain Talks Vlogging and Being Internet's It Girl
- Influencer Marketing Agency Launches the The Ultimate Side Hustle- Watch TikToks for 10 hours, earn 1k
- Instagram readies Twitter competitor for summer release
- The Ugly Side Of Influencer Marketing: 10 Campaigns That Went Wrong
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#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.
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Great Reads
Managing NIL Brand Deals In The College Athlete Space With Bill Jula, CEO Of Postgame
Postgame, an influencer NIL agency, is helping college athletes manage their brand deals in the wake of the 2021 changes to NIL laws. With a white-glove approach and cutting-edge technology, Postgame assists college athletes in excelling as influencers. The agency works closely with top brands like Adidas, McDonald's, Taco Bell, and Reebok to connect them with college athlete influencers, providing opportunities for monetization.
Postgame also developed an app to help athletes leverage their influence, and they recently launched an NFT marketplace called NIL Crypto Coin, which serves as a reward system within the Postgame ecosystem. While the long-term impact of cryptocurrency in college sports remains uncertain, Postgame sees it as a potential investment opportunity for athletes. The agency manages campaigns with varying numbers of athletes, including both high-profile and lesser-known athletes, offering brands a way to reach specific regions and fan bases. With their specialized technology and human-centered approach, Postgame aims to continue their success in the sports influencer space.
Courtney Canfield Talks About Rambo The Puppy’s Secrets To His Online Success
Courtney Canfield, the owner of Rambo the Puppy, discusses the journey that led to her furry companion's rise to internet stardom. Rambo went from being a local celebrity during a high-profile trial in their hometown to amassing a following of over 37,000 on Instagram. Courtney reveals the story behind Rambo's online success.
After reluctantly getting a dog, Rambo quickly became the unofficial mascot of a widely covered trial in Greensboro, North Carolina. Reporters noticed Rambo during his walks, and Courtney shared his adventures on a Facebook page, which rapidly gained almost 300,000 followers by 2014.
Courtney's social media skills honed through managing Rambo's Facebook page helped her secure a job in the field. She later ventured into Instagram, catering to the platform's younger audience. While the transition was initially challenging, Courtney recognized the value of Instagram and diversified Rambo's content across various platforms.
Engaging with followers has been a top priority for Courtney, responding thoughtfully to comments and maintaining a private Facebook group for dedicated fans. She advises aspiring pet influencers to fall in love with the creative process, invest time and effort, and focus on their niche. While compensation for creators remains a challenge, Courtney sees the creator economy growing with the need for creators to stand out and sustain their audienceors.
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Campaign Insights
The Ugly Side Of Influencer Marketing: 10 Campaigns That Went Wrong
Influencer marketing, while effective when executed properly, can have disastrous consequences when things go awry. This article explores ten high-profile influencer campaigns that turned into major flops, tarnishing both the brands and the creators involved.
The infamous Fyre Festival tops the list, as its fraudulent promotion by celebrities like Kendall Jenner and Bella Hadid led to legal consequences and public backlash. Olivia Jade, daughter of Lori Loughlin, also faced repercussions when her involvement in the college admissions scandal affected her brand partnerships.
Other campaigns include Snickers' ill-fated collaboration with Katie Price, the crypto scam involving Floyd Mayweather and DJ Khaled, Kendall Jenner's controversial Pepsi ad, Kim Kardashian's violation of prescription drug laws, Scott Disick's Boo Tea mishap, Jem Lucy's problematic endorsement during pregnancy, Snapchat's failed deal with influencer Luke Sabbat, and Bud Light's controversial partnership with Dylan Mulvaney.
These examples highlight the importance of thorough research and due diligence in influencer collaborations. Both brands and influencers must carefully consider the impact their campaigns may have on their audiences and ensure their messages align with their values.
Building Authentic Relationships With Influencers Ft. Taylor Lagace, Co-Founder And Co-CEO Of Kynship
Taylor Lagace, Co-Founder and Co-CEO of Kynship, discusses the importance of building authentic relationships with influencers to achieve better ROI and create more genuine content. Kynship's seeding process focuses on initiating relationships with influencers by offering them the opportunity to try products without any obligations. By leading with relationships and giving rather than asking, Kynship fosters genuine connections between influencers and brands, resulting in more impactful content and advocacy. The process involves reaching out to influencers, organic posts, selecting brand ambassadors, and repurposing content into paid social media advertising.
Kynship's strategy has been successful for various brands, including Animalhouse Fitness and M&M's, leading to significant growth. Lagace advises aspiring influencers to know their worth and be open to partnerships, while brands are encouraged to try seeding influencers themselves and maintain long-term investment in relationships. Emerging trends in influencer marketing include TikTok, IG Reels, and the increasing sophistication of machine learning systems like Meta. Kynship's future plans involve building genuine relationships, fostering a strong community, and continuing to educate in the influencer marketing space.
Angel Reese Is Mielle Organics’ Newest Ambassador
Basketball star Angel Reese has been named the latest brand ambassador for beauty company Mielle Organics. Reese, a notable NCAA athlete, will represent the hair care brand and curate a limited-edition bundle of her favorite products, available this summer. Mielle Organics has previously partnered with celebrities like Megan Thee Stallion and Saweetie. Founder and CEO Monique Rodriguez cited Reese's confidence and resilience, both on and off the court, as qualities that align with the brand's values. Reese recently led LSU to victory in the NCAA Women's Basketball Tournament and has secured NIL deals with companies such as Bose, McDonald's, and JanSport. The announcement follows Mielle Organics' TikTok success in December 2022, when influencer Alix Earle's mention of their Rosemary Mint Hair Oil went viral. In January, Mielle Organics was acquired by P&G Beauty, providing enhanced distribution and resources.
Canon Names Internet Star Emma Chamberlain As Its New Brand Ambassador
Camera giant Canon USA has announced 21-year-old content creator and entrepreneur Emma Chamberlain as its new brand ambassador. The social media campaign, developed in partnership with creative agency Pixel, showcases Chamberlain's journey as an influencer and her reliance on Canon cameras. The campaign, featured across multiple channels including Meta, YouTube, TikTok, Snapchat, Pinterest, and Canon's owned channels, aims to inspire young people to pursue content creation careers, regardless of their camera skills.
Chamberlain, who started as an inexperienced camera user, praised Canon cameras for being user-friendly and helping improve the quality of her content. She emphasized the importance of authenticity and collaboration in brand partnerships and expressed her excitement about being more involved in the creative process. Chamberlain's collaboration with Canon is seen as a natural fit due to her long-time use and appreciation of the brand.
How the D’Amelios are marketing their footwear
The D'Amelio family, famous for their TikTok presence, is using a social-first marketing strategy to promote their new footwear line, D'Amelio Footwear. The collection, which includes 28 styles of boots, slides, sneakers, pumps, and sandals, is being marketed as "accessible" with prices ranging from $80 to $200. Designed by Lauren DiCicco, known for her work with Jessica Simpson's footwear line, D'Amelio Footwear is the family's first retail offering following a $6 million seed round of investment.
With a combined social media following of over 390 million, the D'Amelios have been teasing the footwear line for months on platforms like Instagram and TikTok. The brand is promoting the footwear through organic posts on social media channels, along with paid ads on Snapchat and print marketing, including an out-of-home billboard in Los Angeles.
D'Amelio Footwear will be available for purchase on the brand's website, as well as through social channels like Snapchat, Instagram, and Facebook. The family plans to expand their retail empire with products in industries such as consumer packaged goods and lifestyle, following the success of their clothing line, Social Tourist, launched in 2021.
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Interesting People
Hunter Baddour Of Spyre Sports Group: The Biggest Successes And Challenges In The NIL Space
Hunter Baddour, Co-Founder and President of Spyre Sports Group, discusses the successes and challenges in the NIL (Name, Image, Likeness) space. Spyre Sports Group has emerged as a leading marketing agency in college NIL marketing, particularly at the University of Tennessee. Baddour highlights the importance of credibility and recognition for the company's work in empowering student-athletes. The agency offers various sports marketing solutions, including influencer marketing opportunities and their own Event Series.
Spyre Sports Group also established The Volunteer Club, a for-profit entity that allows fans to support student-athletes through a membership subscription, and Volunteer Legacy, a non-profit organization facilitating partnerships between student-athletes and local Tennessee charities. Challenges in the NIL space include evolving regulations and brand hesitation. Baddour acknowledges influential figures like Michael Zoerb and Blake Lawrence of Opendorse and emphasizes the University of Tennessee's embrace of NIL. Spyre's successful initiatives include The Volunteer Club, which has garnered over 2,700 members, and future goals involve expanding these programs and staying ahead in the ever-evolving NIL landscape.
I Strive To Empower Women To Be More Confident With Their Selves: An Interview With Conner Lundius
Conner Lundius, a content creator and member of The Rollettes wheelchair dance team, shares her inspiring journey and passion for empowering women with disabilities. Initially joining the dance team as a way to express herself, Conner began sharing her dance videos on social media, leading to her role as the content and marketing director for The Rollettes.
Conner's content focuses on showcasing dance styles and her personal lifestyle, aiming to boost women's confidence and body positivity. She emphasizes the importance of authenticity and receiving positive feedback from disabled women and mothers who find her content relatable and inspiring.
As a content creator, Conner faces challenges with keeping up with algorithm changes and juggling multiple responsibilities, including managing The Rollettes' social media presence. However, she remains committed to creating engaging and impactful content that resonates with her audience.
Conner has collaborated with brands such as Aerie, Abercrombie, and Reebok, choosing partnerships that align with her values and vision. She emphasizes the value of maintaining creative control and working with brands that offer long-term support.
Emma Chamberlain Talks Vlogging and Being Internet's It Girl
Emma Chamberlain, the 21-year-old social media sensation known for her YouTube videos, has become the "it girl" of Gen Z through her diverse interests and talents. With 16 million Instagram followers and 12 million YouTube subscribers, Chamberlain's popularity extends beyond mere follower counts. She has the ability to create organic viral moments, keeping her name in the online conversation surrounding cultural events. While her video uploads have become less frequent, her Spotify-exclusive podcast "Anything Goes" allows her to engage with her audience on various topics. Additionally, Chamberlain has ventured into entrepreneurship with her company Chamberlain Coffee, offering coffee products that reflect her identity as a caffeine enthusiast.
What sets Chamberlain apart is her trendsetting taste and keen eye for design. From her home tours to her fashion looks, her sense of style influences every aspect of her creative output. Despite her rise to fame, Chamberlain remains grounded and scrappy in her creative process. Building a team has been crucial for her career, and she advises young creators to find people who care about their well-being and can help them scale their careers. While Chamberlain is involved in the traditional entertainment industry, she prefers to be hands-on and tell her own stories. As her career continues to evolve, she serves as a blueprint for others in the digital creator space.
Interview With Dee Brissett: A Closer Look At Creator Wizard And Her Journey As A Content Creator
Dee Brissett, Community and Programs Manager at Creator Wizard, shares her journey as a content creator and her role in the company. Passionate about helping others, Brissett found her place in the content creation space and joined Creator Wizard, where she works closely with a diverse group of creators from various platforms and social media. In addition to her role at Creator Wizard, Brissett runs her own site, DEE AND FAM, where she posts content aimed at helping busy families save time and money on Costco.
Brissett's experience has shaped her content creation process, focusing on providing helpful advice and making her viewers feel connected and supported. She emphasizes the importance of setting goals, having a clear direction, and offering unique value to attract dream brand partnerships. As the creator economy evolves, Brissett sees immense opportunities for creators, urging them to embrace their unique stories and make an impact.
With Creator Wizard, Brissett helps creators unlock opportunities and master strategies for finding and negotiating sponsorships. The platform offers comprehensive courses, coaching services, and membership plans, enabling creators to elevate their businesses and secure high-value partnerships. Creator Wizard has exciting projects in the pipeline, including restructuring its course offerings to provide year-round enrollment opportunities. Brissett is also working on launching her own cookbook and membership for DEE AND FAM, further engaging her dedicated audience.
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Industry News
Ubiquitous offers side hustle, paying users to watch TikTok
Influencer marketing agency Ubiquitous is offering a dream job opportunity for TikTok enthusiasts. The company is seeking three individuals aged 18 and older to watch TikTok videos for 10 hours and will pay them $100 per hour. The purpose of this initiative is for Ubiquitous to stay updated on emerging trends on the platform. To apply, interested candidates must subscribe to Ubiquitous' YouTube channel and provide a short explanation of why they are the best fit for the job.
The selected participants will also be asked to fill out a document noting the recurring trends they spot during the watching session. Afterward, they will be required to share their experience on any social media platform of their choice and tag the company. The deadline for applications is May 31, and candidates will be notified of their selection seven days after the application closes.
The Influencer to Social Media Manager Pipeline Is About to Take Off
The influencer marketing industry, estimated to be worth over $7 billion, is witnessing a new trend of brands hiring influencers as in-house staff. Too Faced, a makeup company, recently appointed TikTok star Sara Echeagaray as its first creative director in residence. Echeagaray will consult on product development, social media posts, and creative projects, reflecting the brand's focus on the online world where Echeagaray operates.
Similarly, fashion company PrettyLittleThing hired influencer Molly-Mae Hague as the UK Creative Director, leading to successful clothing collections and long work hours for fashion showcases. Other brands, such as Made By Gather and Nerf, have also employed TikTok stars in social media and creative roles. This shift allows influencers to have a stable income and gain corporate experience for future career prospects. However, there are challenges, as influencers become tied to the company's image and may face criticism for the brand's practices. Nevertheless, this trend suggests some stability in the influencer industry, with influencers exploring opportunities beyond their social media fame.
Instagram readies Twitter competitor for summer release
Instagram is reportedly preparing to release a text-based app that will rival Twitter. The company is currently testing the project with celebrities and influencers, according to sources familiar with the matter. While select creators have been in discussions with Instagram for months, none of them have had access to the full version of the app. The separate app, which will allow users to connect their Instagram accounts, is expected to debut as early as June.
Lia Haberman, a social and influencer marketing teacher at UCLA, shared a screenshot of an early app description and suggested that it may eventually be compatible with other Twitter competitor apps like Mastodon. Meta Platforms Inc., the owner of Instagram, has not yet commented on the news. The move comes as some Twitter users seek alternatives following Elon Musk's takeover, creating an opportunity in the market.
TikTok CEO Says Oracle Has Begun Reviewing Its Source Code
TikTok CEO Shou Zi Chew announced that Oracle has commenced reviewing TikTok's source code as part of the company's efforts to address national security concerns and host all U.S. user data. Oracle has become the default destination for U.S. user data, and a European version of the local-hosting initiative is being developed with data centers in Ireland and Norway. Chew emphasized that the Chinese government has never requested U.S. user data, and TikTok is committed to ensuring data safety.
The Chinese-owned platform has faced scrutiny from American lawmakers and is undergoing a national security review that could potentially ban the app in the U.S. TikTok aims to store user information locally and have it overseen by local staff. Despite the challenges, TikTok continues to focus on monetization and has expanded into live-streaming commerce, following the success of its Chinese counterpart Douyin. ByteDance, TikTok's parent company, reported over $80 billion in revenue for 2022.
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Great Paywalled Content
The Exclusive College Club Training Student Influencers — The Information
Reach, a social media and content creator club that originated at the University of Southern California (USC), has gained traction among college students aspiring to become influencers or work in social media. With over 500 members nationally, Reach provides a platform for college students to learn about going viral and building their personal brand.
The club, led by USC junior Dylan Huey, has expanded to 25 colleges, including UCLA, Duke University, and Pennsylvania State University. Reach facilitates networking opportunities and helps members secure paid sponsorships with brands like DoorDash and Coca-Cola. Brands typically pay $5,000 for influencers in the club to create 50 TikTok posts. The club's growth reflects how college students increasingly view the influencer economy as a viable career path.
Inside How TikTok Shares User Data - The New York Times
Internal documents reviewed by The New York Times reveal that employees of Chinese-owned video app TikTok have been regularly sharing user information on an internal messaging and collaboration tool called Lark. The documents show that personal data, including photos, addresses, driver's licenses, and user IDs, were posted on Lark, similar to Slack and Microsoft Teams.
Some users' potentially illegal content, such as child sexual abuse materials, was also accessible on the platform. The revelations have raised concerns about TikTok's data privacy practices and its connection to ByteDance, its Chinese parent company. The access that China-based workers have to user data contradicts TikTok's previous claims, according to internal reports and current and former employees. The exposure of user data on Lark underscores the challenges faced by social media companies in securing user information across their organizations.
This Barber’s Clientele Includes Draymond Green and Other Celebrities - The New York Times
Influencer barbers are revolutionizing the profession, taking it to new heights of fame and fortune. These barbers, often referred to as "architects of swag," work closely with celebrities, maintain active Instagram accounts, and earn six-figure incomes. Skilled and business-savvy individuals like Lionel Harris, known as Brownie Blendz and owner of KJ's Barber & Hair Creationz, have built trust with an exclusive and often highly private clientele. Leveraging social media and word-of-mouth recommendations among VIPs, these influencer barbers have transformed what was once a stationary and modestly paid job into lucrative careers filled with whirlwind travel and endorsement deals.
While their schedules and prices have changed, these barbers strive to provide the same sense of community and consistency they experienced in the barbershops of their youth. By combining their skills with their online presence, these influencers have not only elevated their profession but also created new opportunities for themselves and future generations of barbers.
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