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- Amazon becoming a new platform in the creator economy
- TikTok’s new feature asks creators to make branded videos for a chance at ad money
- How influencers became the new Spotify tastemakers
- TikTok Bankrolls Influencers' Lawsuit Against Montana Ban
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Great Reads
The Rise Of Influencers In Media
The rise of influencers in media has brought about a significant shift in the way brands approach marketing. Influencer culture has evolved beyond reality TV fame and fleeting moments of celebrity. With social media transforming the way people consume content, users now curate their feeds to follow what genuinely interests them. This shift can be attributed to a new generation of users with aspirations of becoming influencers themselves, or perhaps due to a changing perception of what influencers bring to the table. Nowadays, influencers are making their presence felt beyond social media platforms, lobbying in Washington D.C., landing movie roles, and securing lucrative brand deals.
Traditional marketing methods are losing their effectiveness as consumers, especially Gen Z, become more discerning and resistant to interruptive advertising techniques. Brands are increasingly turning to influencers to create authentic partnerships and tailored content that resonates with target audiences. Influencers have a deep understanding of their followers and can drive conversions better than traditional marketing teams. Brands must embrace influencer partnerships, allocate marketing funds accordingly, and build relationships based on trust and shared values. This new era of influencers requires brands to adapt to changing power dynamics and recognize consumer agency in shaping content performance. It's time for brands to tap into the power of influencers 2.0 and embrace the evolving landscape of influencer marketing.
TikTok Bankrolls Influencers' Lawsuit Against Montana Ban
TikTok has come under scrutiny for financially backing influencers involved in a lawsuit against Montana's ban on the app. It was revealed that TikTok covered the legal expenses of creators who acted as the public face of the class action suit, although the influencers claim they were not directly paid for their involvement. If the ban takes effect in January 2024, these creators fear their livelihoods will be significantly impacted.
TikTok acknowledged its support for creators fighting for their constitutional rights but did not explicitly confirm financing the lawsuit. The company reportedly approached creators and offered to name them as plaintiffs in the suit, promising to cover their legal fees. This is not the first time TikTok has faced criticism for discreetly supporting creator-led efforts against bans. While such actions are not illegal, TikTok's lack of transparency could further damage its reputation among lawmakers and the public.
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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.
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Campaign Insights
An influencer is under fire for offering a glowing review of a Shein factory during a sponsored trip
Influencer Dani Carbonari is facing severe backlash after offering a positive review of a Shein factory during a sponsored trip, despite the company's notorious history of labor abuse. Carbonari, who boasts nearly 500,000 Instagram followers and identifies as a "confidence activist," documented her visit to one of Shein's factories in Guangzhou, China, in a post and video tour. Her followers criticized her for failing to address the company's long-standing labor rights issues.
Swiss watchdog group Public Eye's 2021 investigation into 17 factories supplying Shein found unsafe working conditions, with employees working up to 75 hours a week and only one day off per month. Shein was also caught falsely claiming safe labor practices on its website and using cotton produced in China's controversial Xinjiang region, which led to a US ban on cotton imports from the region in 2021. Carbonari's support for Shein has resulted in a decline in her follower count, as users on various platforms criticize the company and attempt to correct the public record. Neither Carbonari nor Shein has responded to requests for comment.
Frito-Lay’s @flvr_us TikTok channel has 1.1 million followers. Here’s the secret ingredient to its success
Frito-Lay's TikTok channel, #flvr_us, has achieved a remarkable milestone, garnering 1.1 million followers within just six months of its launch. The channel has emerged as one of the leading branded food entertainment communities on TikTok and is currently the most-followed PepsiCo brand globally on the platform. With over 1,800 videos posted, some of the most popular ones include mouthwatering recipes such as Cheetos Baked Feta Pasta and Fritos Chili Cheese Cloud Pizza. Chris Bellinger, the VP of creative and digital at Frito-Lay North America, attributes the channel's success to its appealing and achievable food experimentation, resonating with viewers.
The channel was designed to provide authentic and relatable content that seamlessly incorporates Frito-Lay snacks as ingredients or enhancers. Frito-Lay plans to expand its social media presence by launching an email program, expanding to Instagram Reels and YouTube Shorts, and partnering with Amazon's FireTV for streaming recipe inspiration. Ketchum is supporting these endeavors.
Olivia Dunne announces major endorsement deal
Olivia Dunne, the prominent college gymnast and social media influencer, has secured a significant multi-year endorsement deal with Vuori, a new feature of Motorola. Taking advantage of the Name, Image, and Likeness (NIL) policy in college sports, Dunne's widespread popularity on platforms like Instagram and TikTok has enabled her to ink multiple endorsement contracts.
The LSU Tigers star's decision to partner with Motorola's Vuori showcases her meticulous approach to collaborations, as stated by her agent, Garrett Yaralian of WME. Yaralian emphasized Dunne's selectivity and strategic decision-making when choosing brand partnerships and the content she shares. While she has more goals to achieve as both a student-athlete and a creator, Dunne is content with the endorsement deal.
Dunne has previously shared advice with fellow college athletes seeking to monetize their NIL rights. Her suggestions include maintaining a balanced routine, dedicating time to rest and personal interests on off-days, and prioritizing proper nutrition to sustain long and demanding schedules.
The Washington Post Creative Group and Marriott Bonvoy Collaborate for Second Year to Highlight Regenerative Travel
The Washington Post Creative Group and Marriott Bonvoy have announced their second-year collaboration to promote "regenerative travel," a concept that focuses on planning trips that benefit local communities, economies, and the environment. The collaboration aims to provide immersive experiences for readers through visually driven articles and videos showcasing the personal journeys of travel storytellers in lesser-known destinations and communities.
The partnership between the two entities combines The Washington Post's storytelling tools and insights with Marriott Bonvoy's travel expertise. The content will feature stories of LGBTQ+ travel influencer Alysse Dalessandro exploring the queer-friendly town of Eureka Springs in Arkansas and interabled couple Cole Sydnor and Charisma Jamison discovering the Gullah Geechee culture in St. Helena Island, South Carolina. The initiative aims to inspire travelers to plan purposeful trips that create positive impacts while creating lifelong memories. Marriott Bonvoy supported the travel journeys, and The Washington Post Creative Group provided a team of videographers, producers, and interactive designers.
Building A Greener Future: Willis Duran Discusses Linqia's CleanChoice Energy Campaign
Willis Duran, Lead Brand Partner at Linqia, discusses Linqia's approach and services in the influencer marketing and creator economy space, focusing on the successful CleanChoice Energy campaign. Linqia offers a full-service influencer marketing solution, including influencer discovery, campaign management, and real-time measurement of results. The CleanChoice campaign aimed to raise awareness and engagement for CleanChoice Energy's clean electricity product. Duran highlights the campaign's unique aspect of focusing on sustainability, allowing for authentic conversations among influencers and their followers. Linqia selected influencers based on their authentic point of view on climate change and their artistic style that lent itself to authentic storytelling.
Key performance indicators included engagement rates, which exceeded expectations, particularly on TikTok. Linqia overcame challenges by being agile and transparent, working closely with the brand team and maintaining a strong working relationship with influencers. Duran advises brands to rigorously vet influencers, ensure alignment of values and messaging, and measure content performance to maximize the potential of influencer marketing. Linqia stays ahead of the curve by closely monitoring industry trends and selecting relevant strategies for clients.
Innovating With Silhouette™: David Barker On How StatSocial Leverages TikTok For Insights
In an interview with CEO David Barker, learn how StatSocial's Silhouette platform leverages TikTok to unlock audience insights and transform influencer validation, consumer research, and brand measurement. Silhouette allows users to gain a holistic view of their audience's interests, preferences, and affinities across various social media platforms.
By stitching together social profiles and conducting offline verification, Silhouette provides valuable insights for informed decision-making in marketing efforts. The platform's TikTok insights enable the identification of relevant influencers and deeper consumer insights into specific audiences. Silhouette integrates with other marketing and analytics tools, ensuring seamless data utilization. StatSocial ensures data accuracy and reliability by using its patented Identity Graph, eliminating bot data and fraudulent accounts.
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Hamster Garage – The Affiliate Agency Leveraging Influencers For Incremental Growth
As the influencer and affiliate marketing worlds continue to converge, Hamster Garage has seized the opportunity to leverage both for their industry leading clients (Canva, Uber, and Brex, among others). As the digital world turns towards mixed fee and performance-based models, affiliate programs have increasingly turned their focus towards the world of influencers as a growth lever. Not only does Hamster Garage believe the same, we are betting on it being the future of the affiliate industry.
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Interesting People
Molly-Mae Hague Steps Down as Creative Director at PLT
Molly-Mae Hague, known for her role in "Love Island," has announced her decision to step down as the Creative Director at Pretty Little Thing (PLT). In a YouTube video shared with her subscribers on 21 June, Hague revealed that she would be leaving her reported six-figure salary position. Despite her departure, she reassured fans that she would continue to collaborate with PLT on collections and edits.
Hague cited her desire to prioritize her firstborn child, Bambi, and embrace the precious moments of motherhood as the primary reason for her decision. Having returned to work in April after giving birth in January, the influencer acknowledged the need to rearrange her life and shed certain commitments.
Throughout her journey as a first-time mom, Hague has been open about the joys and challenges she faces. She shared Bambi's milestones on social media, highlighting the support of her boxer boyfriend, Tommy Fury. With her departure from the Creative Director role, Hague now embraces a new chapter as a working mother, focusing on her personal and professional life while putting her family first.
How influencers became the new Spotify tastemakers
In a surprising twist, influencers are emerging as the new tastemakers on Spotify, signaling a potential shift towards a more human-centered approach in music discovery. Referred to as "Spotify influencers," this new generation of curators is utilizing their substantial social media followings to redirect their fans to their Spotify accounts. By offering meticulously curated playlists as an alternative to the platform's algorithmic recommendations, they are reshaping the way people find new music.
A prime example is Ari Elkins, boasting over 2.1 million TikTok followers and more than 40 public playlists with a multitude of likes. This phenomenon arrives at a time when attitudes towards music discovery and streaming are undergoing significant changes. For Spotify to maintain its dominant position in the music industry, it must take notice of these influential tastemakers and adapt accordingly. By embracing this trend, Spotify may not only strengthen its hold on the market but also foster a more personal and engaging music discovery experience for its users.
DC’s Real Estate Influencers Want to Make Homebuying Fun and Digestible
DC's real estate industry is embracing social media platforms like TikTok and Instagram to engage with clients and attract buyers and sellers. Real estate agents and enthusiasts are leveraging these platforms to showcase luxury homes, provide market insights, and offer buying and selling advice in short video clips. Social media has become a crucial marketing tool for agents, particularly during the COVID-19 pandemic when in-person interactions were limited. By creating engaging content, agents have become influencers themselves, amassing their own followings and attracting clients.
However, there is a need for viewers to vet the influencers they follow to ensure they receive relevant and accurate information applicable to their specific local market. Some notable real estate influencers in the DC area include Chris Perry, Dan Wheeler, Maxwell Rabin, Dylan Ford, Jamie Manning, Daniel Heider, and Jarriel Jordan. These influencers are using social media to educate clients, provide property tours, and create interest in listings while enhancing the overall homebuying experience.
Navigating The Digital Landscape: Clayton Jacobs Explores The Challenges And Opportunities For Creators
Clayton Jacobs, CEO and Co-founder of CreatorDB, discussed the role of data analytics in influencer marketing and the evolving creator economy in an exclusive interview. He shared insights on successful brand partnerships for aspiring creators. Jacobs highlighted the shift towards performance-based marketing in the creator economy, with an explosion of creator-led brands and a focus on ROI. He emphasized the importance of data analytics in influencer selection, guiding decision-making throughout the process.
Clayton also addressed challenges faced by brands, such as missed opportunities due to narrow content category matching, and the significance of long-term partnerships. Looking ahead, he predicted the launch of more creator brands and the continued importance of long-form video content. Jacobs envisioned the brand-creator relationship evolving from transactional to ambassadorship, where creators become a vital part of the brand's identity. For aspiring creators, he advised treating their work as a startup, diversifying income streams, and developing effective monetization strategies.
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Industry News
TikTok looks to challenge Amazon and Shein with new e-commerce initiative
TikTok is set to challenge retail giants Amazon and Shein with its new e-commerce initiative called "Trendy Beat." The popular social media platform is testing a shopping section within its app, currently available in the U.K., where users can purchase products shipped and sold by a subsidiary of parent company ByteDance. The feature offers trendy items that have appeared in popular videos, ranging from tools to extract ear wax to clothing items. Although not yet available in the U.S., TikTok has filed a trademark application for Trendy Beat, indicating potential expansion.
ByteDance's internal project, known as "Project S," utilizes TikTok's knowledge of trending products to either acquire or manufacture them through a network of suppliers. This move represents a shift from TikTok's existing e-commerce strategy, which primarily involves its TikTok Shop marketplace for brands. With Trendy Beat, TikTok would be selling its own products, similar to Amazon Basics and Shein. TikTok's influence on users' shopping habits is already notable, and this new initiative aims to further drive sales by providing a seamless shopping experience within the app.
Kale wants to turn everyday shoppers into brand ambassadors
Software startup Kale is carving its niche in the creator space by transforming everyday shoppers into brand ambassadors. The platform, launched in October, combines digital tools to boost in-store sales for startup brands while tapping into user-generated content on social media. Kale functions as a rewards program that allows customers to earn cash by posting about products, targeting casual customers interested in making extra income from promoting their favorite brands.
Using a proprietary algorithm, Kale identifies users already posting about the brands it collaborates with. The company receives referrals from brands and automates communication and payouts, aiming to fuel word-of-mouth marketing as a cost-effective strategy. Kale has attracted clients like Anthropologie, Free People, Beyond Meat, and Tru Fru, assisting them in identifying trends and generating authentic social media content. The platform pays creators based on factors like engagement and content quality, incentivizing users to generate more views and earn higher payouts.
TikTok is jumping off the BeReal bandwagon by killing TikTok Now
TikTok has announced the discontinuation of its feature TikTok Now, a clone of the popular social media app BeReal, according to reports from The Verge. BeReal, which was named Apple's iPhone app of the year in 2022, gained significant attention for its unique approach to content creation. The app sent notifications at varying times, urging users to capture photos simultaneously using their device's front and rear cameras.
TikTok Now adopted a similar concept but allowed users to create 10-second video clips in addition to photos. The decision to discontinue TikTok Now comes as BeReal's popularity has waned in recent months. Despite a New York Times report suggesting a decline in user numbers, BeReal refuted the claims, asserting it still maintains 20 million daily active users. It remains unclear if the separate TikTok Now app will also be affected by this decision.
Japan's new ban on stealth marketing won't hold influencers to account
Japan is set to ban stealth marketing on the internet, adding it to the list of prohibited misrepresentations under the revised law against misleading representations. The ban, effective from October 1, will cover third-party "word-of-mouth" advertising, unless it is recognized as self-motivated posting. However, only advertisers, such as companies, will be held accountable for violations, raising concerns about the effectiveness of the regulation.
Stealth marketing involves promoting products or services to individuals without their knowledge, often through social media influencers disguising advertising as genuine recommendations. While the Consumer Affairs Agency ordered the prevention of stealth marketing in 2021, it did not consider the act of concealing advertisements as illegal.
The forthcoming ban has prompted criticism as it does not hold influencers responsible, unlike the European Union's regulations that cover all aspects of transactions. In the United States, both influencers and advertisers can be held accountable. However, Japan's government has expressed a willingness to expand the scope of regulations to include influencers in the future, following the implementation of the latest guidelines.
TikTok’s new feature asks creators to make branded videos for a chance at ad money
TikTok has introduced a new feature called Creative Challenge, allowing brands to request branded videos from creators for a chance to earn ad revenue. This monetization feature resembles creator funds but is established by advertisers. A pool of money is allocated, and creators can submit content, with earnings based on metrics such as views, clicks, and conversions.
To participate, users must be at least 18 years old and have a minimum of 50,000 followers. However, the program does not guarantee earnings, as payouts are contingent on video performance and competition from other submitted content. While influencers usually negotiate their rates with brands, the Creative Challenge model streamlines the partnership process. Submitted videos will not be visible on creators' profiles but will appear on the For You page once approved. Creators can submit to multiple challenges, subject to availability, but details regarding the approval process remain undisclosed.
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Great Paywalled Content
Amazon becoming a new platform in the creator economy - Fortune
Amazon is making a significant push into the creator economy by combining commerce with content. Through its initiatives like Amazon Inspire, Amazon Affiliates, and Amazon Live, the e-commerce giant is attracting influencers and creators to its platform. Amazon Inspire, similar to TikTok, allows influencers to create content and showcase products that viewers can purchase directly on Amazon. Influencers report high levels of satisfaction and earning potential, with some monthly earnings ranging from $5,000 to $50,000. The combination of content and commerce positions Amazon as a strong competitor in the creator economy, especially with its vast catalog of retail products.
The company's affiliate network, Amazon Influencers, also offers creators the opportunity to curate their favorite products and earn commissions. Amazon Live, the company's live shopping platform, aims to modernize and popularize live commerce in the US. While Amazon has an advantage in e-commerce, it still needs to build a social platform with an engaged audience to compete with established social media networks. However, its existing user base, including 200 million Prime users, provides a foundation for Amazon's foray into the creator economy.
Why Mattress Firm bets on original content like podcasts to prove its expertise in sleep - Digiday
Mattress Firm, a 37-year-old mattress chain, is investing in original content, including podcasts, to establish itself as an expert in sleep and boost brand awareness and sales. The company's podcast, ""Chasing Sleep,"" in partnership with iHeartMedia, has garnered over 100,000 downloads in its second season. Mattress Firm has also released its annual sleep research report and launched a new ad campaign highlighting the impact of finding the right mattress on sleep quality.
The focus on original content is part of a broader strategy to position Mattress Firm as more than just a retailer, showcasing its expertise in the field of sleep. The company's ongoing commitment to content includes its own podcast, collaborations with podcast hosts and influencers, and advertising efforts on other brand podcasts. Despite the challenging economic climate, Mattress Firm plans to continue investing in its original content strategy, recognizing the value of differentiating itself and providing consumers with more than just product and price information.
How TikTok Brought Meghan Trainor Back - The New York Times
In a world dominated by TikTok, pop star Meghan Trainor has experienced a resurgence in her music career and gained mainstream popularity. With nearly 18 million followers on TikTok, Trainor has successfully harnessed the power of the platform to drive streams on Spotify and influence the radio and Billboard charts. Trainor's success on TikTok is attributed to her understanding of the platform's dynamics and her ability to create viral moments.
By posting her own music videos, participating in dance challenges, and cultivating a playful and oversharing persona, Trainor has garnered a dedicated following. Her strategy has paid off, with TikTok's influence translating into increased streams and royalties for her songs. Music industry executives are taking note of Trainor's success and recognizing the importance of TikTok as a cultural force. However, not all artists have been able to replicate her achievements, highlighting the difficulty in manufacturing virality on the platform.
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