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- Threads vs. Twitter: 9 biggest differences you need to know
- 5 Best Paying Brands in Influencer Marketing - and the Worst
- Why UGC Is The Future Of Influencer Marketing
- Twitter is threatening to sue Meta over Threads
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Great Reads
Why UGC Is The Future Of Influencer Marketing
Tom Logan, Co-founder of Cohley, emphasized the significance of user-generated content (UGC) for brands in the influencer marketing industry. UGC, created by influencers or customers, serves as a form of storytelling and helps brands adapt to the dynamic social media landscape. Cohley, a content generation platform, facilitates the use of UGC to enhance marketing ROI, focusing on long-term content rather than one-time social posts. Logan highlights the challenges brands face in connecting with their audience and acquiring rights to UGC.
He also emphasizes the opportunities presented by TikTok, which is effective for brand awareness despite limited direct clicks. Looking ahead, Logan predicts a decline in organic reach and urges brands and influencers to establish alternate channels, such as email lists or websites, to maintain audience engagement. He advises brands to approach influencer marketing as a long-term strategy and prioritize sales-driven KPIs. Additionally, Logan suggests that UGC influencers will continue to gain popularity due to the demand for consistent content in the social media landscape.
Twitter is threatening to sue Meta over Threads
Twitter is considering legal action against Meta, the parent company of Instagram, over its newly launched text-based platform called Threads. Twitter's lawyer accused Meta of poaching former Twitter employees to develop a "copycat" app, alleging the unlawful use of Twitter's trade secrets and intellectual property. The lawyer demanded that Meta cease using any confidential information and warned of potential civil remedies. A Meta source denied the allegations, stating that no former Twitter employees were involved in the Threads engineering team.
This development poses a significant threat to Twitter as Threads could potentially attract users and advertising revenue away from the social media giant. Meta, with its vast resources and billions of Instagram users, has the ability to invest in competing with Twitter. The platform already garnered 30 million users in its first day, surpassing the user bases of alternative platforms such as Bluesky. The success of Meta's previous copycat ventures, like Instagram Stories and Reels, further adds to the potential challenge for Twitter.
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Campaign Insights
Inside Nascar's content and influencer strategy with TikTok highlighting local businesses
Nascar has partnered with TikTok to enhance its content and influencer strategy for the upcoming Chicago Street Race. The collaboration aims to showcase local businesses and provide exposure that they may not have through traditional marketing campaigns. Influencers such as Jackie Hartlaub, Madeline Ford, and Don C will be highlighting the race experience on their social channels. Nascar Studios will produce feature content packages about the local businesses, which will be shared on Nascar's official social channels.
Additionally, Nascar will provide footage to the businesses for their own promotion, and representatives from the businesses are invited to attend the race. The partnership with TikTok allows creators and influencers to use a mobile studio workspace. Nascar plans to distribute content across various platforms, including Twitter, TikTok, YouTube Shorts, and Instagram Reels and Stories. The marketing spend for Nascar's initiatives was not disclosed. Nascar has seen significant traction on TikTok, accumulating over 590 million video views and generating more than 8.5 billion views through Nascar-related hashtags. The collaboration with TikTok aligns with the platform's mission to support small businesses.
Cereal company builds millennial, Gen Z following on TikTok, Instagram as social media behavior and algorithms change
Magic Spoon, a cereal brand, is adapting its social media strategy to engage with younger customers, specifically millennials and Gen Z, who are seeking healthier cereal options. Instead of relying on influencers, the brand now allows non-influencers who discover the product on Instagram to try it and spread the word organically. Magic Spoon screens consumers' profiles and interests before providing samples. On TikTok, the brand shares content featuring comedic skits, behind-the-scenes footage, and informative videos comparing their cereal to traditional options.
Magic Spoon has seen growth on TikTok (20,000 followers) and Instagram (410,000 followers) since January 2023. Due to changes in Instagram's algorithm, the brand has shifted focus to TikTok and hired a team member dedicated to the platform. Magic Spoon is leveraging the creator rewards platform Kale to build a stronger relationship with customers by encouraging them to share content featuring the product. The brand's approach aims to foster meaningful relationships with consumers in an ever-changing social media landscape.
Superplastic is a Creative Force Aiming to Bridge Synthetic Influencers Into the Mainstream
Superplastic, an entertainment brand, is revolutionizing the marketing landscape by creating its own animated celebrities known as synthetic influencers. Instead of relying on real-world influencers, Superplastic develops in-house characters that represent brands and tell their stories in unique ways. With a team of writers, character designers, and animators with backgrounds from renowned companies like Disney and Pixar, Superplastic ensures creativity and freshness in each universe they create.
In a collaboration with Mercedes-Benz, Superplastic introduced Superdackel, a digital icon inspired by the popular bobblehead Wackeldackel. This partnership successfully drew attention to Mercedes-Benz's newest entry, the E-Class, through an influencer event in Manhattan. Superplastic aims to elevate brands and provide memorable experiences that can transcend the traditional influencer model.
New WYSTC programme to connect travel influencers with brands and destinations: SA
The World Youth Student and Educational (WYSE) Travel Confederation has launched the World Youth and Student Travel Conference (WYSTC) Influencer Programme, aimed at connecting travel influencers with brands and destinations. The programme will provide selected influencers with the opportunity to attend the conference and engage with decision-makers from prominent youth and student travel brands and destinations. Through one-to-one business appointments, influencers can explore potential partnerships, collaborations, and brand sponsorships with industry leaders. At the same time, organizations attending WYSTC can showcase their brands to influencers, exchange ideas, and foster relationships.
David Chapman, the director general of WYSE Travel Confederation, emphasized the importance of including an Influencer Programme, noting that millennials and Gen Z individuals trust influencers and rely on social media for travel inspiration. Inviting influencers to WYSTC enables them to gain industry insights, while attendees can establish partnerships with influencers who resonate with their target audience. Influencers who meet the criteria will receive complimentary registration, a four-night hotel stay in Lisbon, financial assistance for travel costs, access to meals, social events, and the full educational programme.
Naomi Campbell faces backlash for PrettyLittleThing collaboration
Naomi Campbell is facing criticism from fans following her collaboration announcement with fast fashion retailer PrettyLittleThing (PLT). The supermodel, known for her work with high-end fashion brands, is set to release a clothing line with PLT soon, as revealed in a promotional video. However, PLT's association with the fast fashion industry, which has significant negative environmental impacts, has disappointed fans who were expecting a more sustainable collaboration from Campbell.
The fashion industry is the second-largest consumer of water and responsible for a significant portion of global carbon emissions. Fans expressed their disappointment and shock on social media, questioning the decision to partner with a fast fashion brand after Campbell's high fashion career. Representatives for Campbell and PLT have been contacted for comment. In related news, former Love Island star Molly-Mae Hague recently stepped back from her creative director role at PLT to focus on her newborn daughter.
Celeb-Founded Lifestyle Brands That Don't Focus On Beauty
Draper James, founded by Reese Witherspoon, is a lifestyle brand that celebrates southern heritage through its clothing, accessories, and home goods. Witherspoon's personal touch is evident in every aspect, capturing the charm of the South. The Honest Company, created by Jessica Alba, began with safe baby products but has expanded to offer household and personal care items with a focus on sustainability. Goop by Gwyneth Paltrow curates wellness products ranging from skincare to kitchenware, promoting holistic living.
Uncommon James by Kristin Cavallari provides accessible and stylish jewelry for all with modern designs and affordable prices. KORA Organics by Miranda Kerr offers clean and organic skincare products enriched with botanicals. Joah Love by Emily Blunt combines style and sustainability in children's clothing using eco-friendly materials. These brands offer diverse options and cater to various needs, showcasing celebrities' entrepreneurial spirit beyond the beauty industry.
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Interesting People
Exclusive Interview With Jack Settleman: Snapback Sports And Snapback Agency Founder
Jack Settleman, founder of Snapback Sports and Snapback Agency, in a recent interview, emphasized creators' roles as business entities in the evolving digital landscape. He underscored the increasing recognition of creators and their influence on societal trends, particularly amongst younger demographics.
Previewing his VidCon Anaheim 2023 session, Settleman stressed the importance of such events in fostering relationships between creators and brands and their role in content creators' development. He urged creators to explore varied avenues for monetization and stay committed to long-term content creation. Settleman envisions industry events like VidCon as growth catalysts, creating resources and normalizing the creator economy, hinting at a future ripe with innovation and disruption.
The Montoya Twinz On The Twin Advantage, Creator Economy, And VidCon Anaheim Panels
The Montoya Twinz, 22-year-old YouTube, Instagram, and TikTok influencers with over a million followers, discuss their journey in social media and their experiences as featured creators at VidCon Anaheim 2023. Being twins has given them an advantage, allowing them to split work and tap into two creative minds. They emphasize the importance of authenticity and staying true to themselves, never sacrificing their morals or boundaries. The twins highlight the networking opportunities at VidCon and the chance to meet fans and put faces to other creators.
They participated in panels on family content creation and the impact of content creation on culture. They also discuss the challenges of the constantly changing creator economy, emphasizing the need to keep up with trends and viewer expectations. The twins acknowledge the risks and inconsistent income associated with content creation. They express excitement about the future, predicting the continued popularity of streaming and sharing their plans to launch hair products in collaboration with Volition Beauty.
Meet Sonya Ni’Cole Millen, The Talented Artist Who Navigated The Rise Of Social Media And Built A Successful Personal Brand
Sonya Ni’Cole Millen, a versatile artist with experience in modeling, acting, and singing, discusses her journey in the entertainment industry and how she leveraged social media to establish a thriving career. Millen's notable achievements include working with Disney on ""The Cheetah Girls"" project and opening for legendary groups like the Temptations and Spinners. She emphasizes the challenges of the industry's increasing emphasis on social media presence, where follower counts can impact job opportunities.
Millen highlights the importance of adapting to industry changes and effectively utilizing social media. During the pandemic, virtual auditions became the norm, sustaining her career and connecting her with opportunities. Additionally, she shares successful strategies for growing her social media following, particularly on TikTok, and emphasizes the significance of authenticity and experimentation. As a TikTok shop host, she recognizes the impact of the platform on e-commerce and the potential for creators to directly promote products. Millen encourages creators to take initiative, stay motivated, and have fun while creating content. Her future projects include launching a beauty line and continuing collaborations with fashion brands.
LSU Gymnast & Influencer Olivia Dunne Reveals She Received $500K+ For A Single Online Post
LSU gymnast and social media sensation Olivia Dunne recently revealed that she received a staggering sum of over $500,000 for a single online post. Dunne, who boasts more than 4 million Instagram followers and 7.6 million TikTok followers, has become the top female social media influencer, with an estimated worth of $3.3 million and growing. During an appearance on the Full Send podcast, Dunne reluctantly discussed her earnings, stating that she typically avoids talking about money.
However, when asked about the highest amount she received for a single post, she confirmed it was over half a million dollars. She expressed her gratitude for the opportunities she has received, acknowledging how incredible it is. Dunne currently ranks second in terms of NIL (Name, Image, and Likeness) earnings for college athletes, trailing only Bronny James, the son of basketball superstar LeBron James. The 2021 Supreme Court ruling, which allows college athletes to profit from their names, images, and licensing, has revolutionized the landscape of "amateur" sports and empowered athletes like Dunne to monetize their success.
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Industry News
Threads vs. Twitter: 9 biggest differences you need to know
Instagram's new platform, Threads, launched recently, positioned as a competitor to Twitter amid controversy surrounding changes to the long-standing microblogging site. Meta's Threads quickly garnered millions of followers, among them notable figures and verified brand accounts. Threads takes some features from Twitter, repurposing them for Instagram users, but isn't designed to be a Twitter replacement. Key differences include account management, where Threads accounts are tied to Instagram profiles, while Twitter accounts are independent.
Threads is mobile-only, unlike Twitter's web and app presence. Both platforms are ad-supported, with Threads free to use and Twitter offering a subscription tier, Twitter Blue, at $8/month. Post character limits are higher on Threads (500 characters) compared to Twitter (280 characters). Threads also allows more multimedia content in a single post, with the ability to share 10 items versus Twitter's four. Threads currently lacks an in-app messaging feature present in Twitter. This development has significant implications for influencer marketing, opening new possibilities for audience engagement and content sharing. [Word Count: 178]
Snapchat draws 4 million paid subscribers in first year
Snapchat is set to announce that its subscription service, Snapchat+, has reached 4 million paid subscribers in its first year. The service, which offers exclusive and pre-released features to loyal users, has found success with a $3.99 monthly price point. Since its launch in June 2022, Snapchat+ has added more features, including a new AI-powered chatbot. The company plans to continue offering new experiences to its growing subscriber base and will roll out additional features such as expressive chat messages and custom chat colors in the coming weeks. This success reflects the growing trend among social networks to generate revenue from subscriptions and licensing as ad markets slow down.
The Future Of The Creator Economy With Adam Krasner, Talent Manager
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.
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Great Paywalled Content
Snapchat Creators Go on Posting Blitzes to Cash in on Ad-Revenue Share - Insider
Snapchat creators are taking advantage of the app's revenue program by going on posting blitzes, uploading hundreds of photos and videos to their stories each day. Since Snapchat started sharing ad revenue from mid-roll ads on stories with creators, influencers have found the platform to be lucrative. Snapchat stories require less effort to produce compared to YouTube videos or content on other platforms, as creators can skip tasks like video editing. However, constant posting often comes at the cost of privacy, as creators share their daily lives with their audience.
Despite this, many creators view the content style as liberating and efficient. Snapchat's revenue-sharing program has provided a sustainable payment source for short-format content, attracting larger household brands and offering higher compensation compared to other platforms. Some creators have found ways to manage their posting schedules, such as batch uploading or scheduling stories. Snapchat's approach to sharing ad revenue with creators for short-form content has disrupted the traditional ad-revenue model, and creators have seen it as a game changer in the monetization of their content.
New FTC Guidelines Could Prompt Marketers, Influencers to Revisit Endorsement Practices - WSJ
The Federal Trade Commission (FTC) has released updated guidelines for endorsements, prompting marketers and influencers to reassess their practices. The guidelines aim to ensure that consumers are aware when celebrities, influencers, or regular consumers are compensated for promoting or reviewing products. The FTC emphasized the need for clearer disclosures, stating that hashtags like "#ad" may not be sufficient if they are not easily visible to all users. The guidelines also cover issues such as virtual influencers powered by AI.
The FTC's previous actions against companies like Lord & Taylor and Teami for undisclosed influencer partnerships indicate that more high-profile cases may arise. The maximum civil penalty for violating FTC provisions has been increased to $50,120. Influencers must now provide unavoidable and clear disclosures, which may impact their creative control. The guidelines also address marketing to children and emphasize the importance of disclosure in product reviews. The FTC has proposed a rule to combat deceptive review practices. Experts suggest that review sites may become a greater focus for the FTC than influencer marketing.
5 Best Paying Brands in Influencer Marketing - and the Worst - Insider
Influencer sponsorship review platform FYPM has ranked the five highest and lowest paying brands based on data from 16,010 creator reviews. The top paying brands include Walmart, Adobe, Target, McDonald's, and Nike, exceeding industry benchmarks for creator compensation. On the other hand, Javy Coffee, NA-KD, Glamnetic, Fi Collar, and Maree were identified as the lowest paying brands, consistently paying creators below industry standards.
FYPM's report is based on crowdsourced brand deal reviews and includes data on average compensation, exclusivity, and usage rights. The report highlights the need for pay transparency as influencers advocate for fair compensation. Additionally, FYPM also collected feedback from creators on their experiences working with brands, with Sunday Riley, Good American, and Good Molecules receiving the highest ratings, while NA-KD and Glamnetic were among the lowest-rated brands.
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