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- The Influence of BookTok and Bookstagram on Book Publishing Merch
- U.S Podcast Advertising Revenue Study 2023 By IAB And PWC
- Patry Ruiz: An Immigrant's Journey To TikTok Stardom
- Snapchat Reportedly Reaps Benefits From Creator Revenue-Sharing Program
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Great Reads
U.S Podcast Advertising Revenue Study 2023 By IAB And PWC
The U.S. Podcast Advertising Revenue Study 2023, conducted by PwC and IAB, reveals key insights into the revenue generated by podcast advertising in the past year. Despite a slowdown in the overall digital advertising industry, podcast advertising revenue grew by 26% in 2022, reaching a total of $1.8 billion. This growth can be attributed to the expansion and diversification of podcast listenership, as well as the production of unique and engaging content by podcasters. The podcast advertising market is projected to more than double by 2025, reaching around $4 billion.
The study also highlights the top advertising categories, with financial services, arts/entertainment/media, and consumer packaged goods leading the way. In terms of content genres, sports, society/culture, and comedy garnered the highest podcast ad revenue percentages. The report emphasizes the opportunities for brands to advertise on podcasts, particularly in reaching highly engaged audiences, such as millennials and Gen Z. As the podcast industry continues to grow, advertisers can leverage the authenticity and trustworthiness of podcast hosts to connect with their target audience effectively.
Hollywood studios paying influencers thousands of dollars to promote their latest blockbusters
In a bid to boost box office success, major Hollywood studios are turning to online influencers to promote their latest blockbusters, shelling out tens of thousands of dollars in the process. Recent movies, including Transformers: Rise of the Beasts and Mission: Impossible – Dead Reckoning Part One, have employed the help of popular TikTok and Instagram stars to generate interest and encourage fans to flock to theaters. Some influencers claim to make between $3,000 and $10,000 in paid content deals with studios, depending on the nature of the content and the number of posts involved.
Paramount Pictures' Marc Weinstock believes that this form of marketing is essential, stating that people nowadays want to discover rather than be sold to. By collaborating with influencers and organizing unique events, studios aim to engage audiences in a more authentic and appealing way. Influencers like Amanda Castrillo and Andrew Bachelor have even leveraged their success to forge acting careers and start their own influencer marketing companies, signaling a new era in the entertainment industry.
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Campaign Insights
The Influence of BookTok and Bookstagram on Book Publishing Merch
The merchandising trend in book publishing has reached new heights with the rise of social media influencers. Influencers are receiving thoughtfully designed boxes filled with book-related merchandise alongside newly released novels, creating a buzz and driving conversation online. This phenomenon was exemplified by the release of Sally Rooney's novel, "Beautiful World, Where Are You," which was accompanied by a range of covetable merchandise, including tote bags and bucket hats.
The trend has continued to evolve, with publishers now creating elaborate publicity and marketing campaigns designed specifically for influencers. These campaigns often feature TikTok-worthy PR boxes and branded swag that generate social media moments upon a book's publication. Book influencers, in turn, are playing a significant role in shaping book marketing and publicity, with their content making reading appear stylish and fun. However, critics argue that the focus on aesthetics may overshadow the actual literary content of the books being promoted.
Snap is teaming up with Linktree to let users include links in their profiles
Snapchat is partnering with Linktree to allow users to include links in their profiles, expanding beyond brands and Snap Stars. Previously, only select creators were able to include links in their profiles, but the integration with Linktree now enables anyone with a public profile to add links, including their Linktree profile. Users can simply edit their public profile and select "Website or Linktree" to add their desired URL.
As part of the collaboration, Linktree profiles will receive better visibility on Snapchat. Moreover, the link-in-bio tool will allow creators to showcase their Snapchat profile on their Linktree page, featuring a social icon and an "Add me on Snapchat" button. Linktree will also be added to Snapchat's default share sheet. Linktree continues to enhance its offerings, including additional payment services and social media integrations, positioning itself as a top link-in-bio tool for creators.
LTK revolutionises consumer-content creator engagement with influencer aggregator platform
Influencer marketing platform LTK has introduced a groundbreaking influencer aggregator platform that revolutionizes consumer-content creator engagement. LTK's new feature, the Deals tab, consolidates product deals and sales from hundreds of thousands of LTK Creators, providing shoppers with a centralized location to discover and shop.
Recognizing the pivotal role of creators in shaping consumer purchasing decisions, LTK aims to guide consumers to the best-priced items through its intuitive Deals tab. Ulrich, LTK's General Manager of Creator Shopping Kit, emphasizes the company's commitment to fostering the growth of creator businesses while offering followers a world-class shopping experience.
The rapid growth of the social commerce ecosystem, valued at over $1 trillion, positions creators as a highly valuable segment for financial institutions. LTK acknowledges creators as small to medium-sized businesses (SMBs) and seeks to cater to their unique requirements. LTK has also announced plans to enable brands to leverage content creators' accounts for social media advertising, resulting in significantly higher click-through rates and substantial sales growth.
By bridging the gap between creators and financial services, LTK empowers creators with the necessary tools, analytics, loyalty-building features, and rewards programs to expand their businesses effectively. The platform strives to establish a secure, sustainable, and globally scalable environment for creators.
Oregon cherry farmers turn to social media influencers to put cherries on top
Oregon cherry farmers are turning to social media influencers to boost their marketing efforts and increase sales. The state's cherry growers, who are expecting an above-average yield this year, are partnering with influencers like Michelle Miller, known as the Farm Babe, to promote their cherries and educate consumers about the industry. With their delicate nature and short harvest season, cherries require careful handling and quick refrigeration.
The growers hope that the creative marketing campaigns, coupled with the anticipated high yield, will help them overcome the challenges they faced in previous years, including export restrictions and extreme weather. Additionally, they are targeting international markets, particularly in Southeast Asia, to expand their customer base. Despite competition from California, Oregon cherry growers remain optimistic and are working hard to capture consumers' attention and increase demand for their cherries.
Influencer-turned-business owner shares how she's making clothing more inclusive, one T-shirt at a time
Dallas-based influencer-turned-business owner, Daryl-Ann Denner, is revolutionizing the world of clothing with her inclusive brand, Nuuds. With a following of over 1.4 million on Instagram, Denner has transitioned from sharing outfits to creating a high-quality basics clothing line that caters to all body types.
Frustrated with the lack of well-fitting and comfortable T-shirts available, Denner decided to take matters into her own hands. Rejecting the use of fit models, she enlisted her family members, who represent a diverse range of sizes, to ensure a real-body fit for her garments. Nuuds offers plain T-shirts, bodysuits, and tank tops in various colors, providing options for everyone. Since its launch, the brand has sold over 475,000 units and Denner has seen unexpected growth, now employing 26 individuals. Nuuds products can be purchased online or at pop-up locations across the United States, making inclusive fashion accessible to all.
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Interesting People
Ronak Trivedi, The CEO And Co-Founder Of Pietra Studio: The Importance Of Transforming Creators Into Creative Businesses
Ronak Trivedi, the CEO and Co-Founder of Pietra Studio, recognizes the lack of support and infrastructure for creators who are not in the tech industry. To address this, Pietra Studio provides tools and infrastructure to help creative entrepreneurs start and scale their businesses. By offering market research, design tools, factory connections, e-commerce setup, and a private fulfillment center, Pietra aims to supercharge brands and ideas. Ronak believes in bringing real value to the creator economy and supporting creative entrepreneurs as they navigate the challenges of running a product-based business.
He predicts that more businesses and systems will emerge to support creators, allowing them to focus on content creation while relying on business teams for other aspects like product sales, brand deals, and social media management. Ronak emphasizes the importance of authenticity and aligning your business with your interests and values. He advises creators to invest time and effort into their ventures and acknowledges that building a successful company takes dedication. Ronak also highlights the exciting potential of AI tools and announces Pietra Studio's upcoming crowdfunding option to help entrepreneurs launch and market their businesses.
Furniture Scientist Clinton Avery Tharp On Brand Collaborations, The Furniture Niche, And Overcoming Challenges As A Creator
Clinton Avery Tharp, also known as the "Furniture Scientist," has gained a massive following on Instagram and TikTok with his unique approach to interior design. He initially used Instagram as a personal photo diary but turned to TikTok during the lockdowns of 2020 to share his music. Discovering the furniture niche on TikTok, Clinton's zany personality and innovative furniture flipping techniques made him stand out. Now represented by Additive Creative Partners, Clinton plans to design courses and pursue intuitive sponsorships. He values sponsorships that align organically with his content and appreciates the support in negotiating brand collaborations.
Clinton's love for mid-century modern furniture shines through his content, and he aims to make furniture practical while showcasing his creative vision. He aspires to work with brands like Ikea and Jonathan Adler, but only after thoroughly vetting their reputation and alignment with his brand. Clinton's advice for aspiring creators is to start and provide valuable information consistently, while also taking breaks to protect mental health. He emphasizes the importance of creating content for the love of it, rather than chasing perks or succumbing to audience expectations.
Minecraft YouTuber Dream Doesn't Regret Mask Pull Post Bullying
Popular Minecraft YouTuber Dream has addressed the backlash he faced after revealing his face last year. In an interview with YouTube podcasters Colin Rosenblum and Samir Chaudry, Dream explained that his decision to remove his iconic smiley-face mask was driven by a desire for transparency and to live authentically. Despite receiving online harassment and ultimately deleting his face reveal video, Dream emphasized that he does not regret his choice.
He acknowledged that the mask had become a significant part of his identity, created by his fans, and he never intended to lose that connection. Dream referenced a 1977 interview with Stan Lee, where the comic artist highlighted the importance of characters like Spider-Man being relatable to everyday people. Dream's management team also emphasized that his face is not the focus, as the anonymity allows viewers to project themselves onto him, inspiring creativity and the pursuit of dreams. They recommended watching the full interview for a deeper understanding of Dream's persona.
Patry Ruiz: An Immigrant's Journey To TikTok Stardom
Patry Ruiz, an immigrant from Madrid, has found success on TikTok by blending humor with her experiences as a teacher and an immigrant living in the UK. In an interview, she discusses her unexpected rise to influencer fame, the challenges and opportunities in the creator economy, and the significance of authenticity in a saturated market. Patry's content revolves around teaching, language learning, and immigrant life, resonating with her audience through entertainment, comedy, and education.
While TikTok became her main platform, she emphasizes the importance of being true to oneself and adapting content to different platforms. Patry also highlights the role of influencer marketing in transforming the digital landscape, with authenticity and transparency emerging as key factors. Looking ahead, she predicts an emphasis on genuine connections, the rise of niche influencers, and the continuous evolution of new platforms and technologies. Patry's personal journey as an influencer involves balancing online presence with real-life commitments and maintaining mental well-being. Despite the challenges, she finds fulfillment in making a positive impact on her audience's lives.
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Industry News
Ted Murphy Discusses IZEA's Disclosure Engine For AI-Driven Content
Ted Murphy, CEO of IZEA, recently discussed the development of their new disclosure engine aimed at maintaining transparency in influencer marketing, particularly with the rise of AI-generated content. The engine adds a watermark to AI-generated images, ensuring transparency and enabling users to distinguish between AI and human-created content. Murphy emphasized the importance of authenticity and credibility in influencer marketing, stating that the disclosure engine establishes standards in an industry where legislation has yet to catch up with technological advancements.
The tool aims to provide clarity and transparency in AI-generated content, making it clear to audiences when AI is involved in the creation process. IZEA is also offering AI content creation tools on their platform, simplifying the process for users to create engaging and optimized content for social media. Despite potential concerns regarding authenticity, Murphy believes that AI tools will contribute to a creative revolution and that AI-generated content will be valued similarly to human-created content.
Snapchat Reportedly Reaps Benefits From Creator Revenue-Sharing Program
Snapchat's creator revenue-sharing program, Snap Star, seems to be reaping rewards as users are spending more time watching Stories from participating creators. The program, launched in April, has attracted several thousand creators. In the first quarter of the year, the time spent by users watching Stories from creators in the revenue-sharing program more than doubled. Adam Waheed, a creator with 12 million YouTube subscribers, joined Snap Star in February and reported earning six figures per month on the platform.
Waheed highlighted that the program had encouraged him to increase his usage of Snapchat, a sentiment echoed by other creators. This news follows Snapchat's recent announcement that its Snapchat+ subscription program has amassed over 4 million subscribers. With a young audience heavily skewed toward Generation Z, Snapchat's subscriptions provide exclusive access and features that cater to the desires of young consumers navigating the social landscape. The revenue-sharing program addresses the financial needs of creators, who represent a rapidly growing category of small and medium-sized businesses in the world.
TikTok is now paying creators for long-form content, and it’s going shockingly well
TikTok's new Creativity Program Beta (CPB) is proving to be a resounding success as the platform pays creators for publishing long-form content. The program, which rewards videos over 60 seconds in length, has garnered praise from TikTokers who have seen significant financial gains. Creators are reporting making thousands of dollars per month from CPB alone, with some even paying off mortgages or quitting their corporate jobs to focus on TikTok full-time.
The payments have brought a positive shift in the platform's relationship with creators, who have often felt undercompensated in the past. TikTok spokesperson Maria Jung explains that the CPB offers higher cash incentives and allows creators to earn up to 20 times more than the previous Creator Fund. The move to long-form content suggests TikTok's aim to attract ad dollars and compete with YouTube in the creator economy. However, concerns about TikTok's impact on users and the prevalence of adult content remain.
Taco Bell appoints one green bean to handle influencer, social media and PR duties
Taco Bell Australia has announced the appointment of One Green Bean (ogb) to handle influencer, social media, and PR duties. The agency will work on various projects to support product launches and brand building for Taco Bell. With 39 existing restaurants across the country, Taco Bell has plans to expand its presence in several more locations nationwide. Amber Abbott, managing director at One Green Bean, expressed excitement about working with Taco Bell in Australia, highlighting the brand's global cult following and their aim to capture attention among Australian consumers.
Andrew Howie, chief marketing officer at Taco Bell South Pacific, emphasized the importance of building brand love as a challenger brand in the market and believes One Green Bean is well-positioned to assist in that endeavor through influencer, social, and earned media strategies. One Green Bean is a multi-award-winning agency with offices in Sydney, London, Amsterdam, and Doha, specializing in creating meaningful and attention-grabbing brand stories.
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Olipop: Hottest brands, most popular marketing 2023 - Ad Age
Olipop, the prebiotic soda brand, is making waves in the soda category by disrupting traditional norms. In just six years, Olipop has gained immense popularity among Gen Z as a result of its influencer collaborations and tutorial-style content on TikTok. Recently, the brand featured singer Camila Cabello in a commercial as part of a campaign centered around the theme of "Real Love Makes Us."
Olipop's success can also be attributed to its wide range of flavors, including Vintage Cola, Orange Squeeze, and Cherry Vanilla. Notably, Olipop's root beer has surpassed A&W, the nation's largest root beer supplier, to become the top-selling root beer in the country, as reported by SPINS, a retail data supplier. Looking ahead, Olipop aims to continue its growth by venturing into environments traditionally dominated by legacy soda brands, such as mini-bars, beach clubs, and hotel bars.
China Tightens Content Controls on Social Media Influencers - Bloomberg
China has released new regulatory guidelines that tighten controls on independent content creators, including social media influencers. The guidelines, issued by the Cyberspace Administration of China, require online platforms to take action against user accounts that spread false information or engage in harmful discussions on sensitive topics.
The guidelines emphasize the responsibility of platform providers to manage these "self-media" accounts, with requirements such as better verification of accounts, labeling of rumors or controversial content, and promoting content that dispels rumors. The guidelines also target specific areas like finance, education, media, and public health, calling for stricter verification of content creators in these fields. These measures follow draft guidelines released last week that aim to combat cyberbullying content. The regulatory efforts from the Cyberspace Administration of China are part of a broader push to tighten control over tech platforms, including Tencent Holdings, ByteDance, and Weibo.
How the Beauty Industry Is Taking on Threads, Meta’s Twitter Rival App – WWD
Beauty brands, retailers, and influencers have embraced Threads, Meta's text-based platform, since its recent launch. With similarities to Twitter, Threads allows users to share thoughts, photos, videos, and repost others' content, with a character limit of 500 and a maximum video length of 5 minutes. The platform offers a clean slate compared to Twitter's recent controversies, making it appealing to those seeking a safer environment.
Threads is connected to Instagram, enabling users to sync their following list and potentially reducing trolling. It remains to be seen if Threads' positive energy is due to Twitter fatigue or other factors. Ulta Beauty and other brands have quickly gained followers on Threads, taking advantage of the app's seamless post sharing between platforms. While it's too early to determine Threads' long-term impact, it presents an opportunity for beauty brands to build communities and engage more closely with their audience.
24 Pitch Decks Used by Content Creator Economy Companies - Insider
In the fast-growing creator economy, numerous startups are attracting substantial investments from venture capitalists (VCs). With more than $5 billion invested in creator-focused startups in the US in 2021, the trend shows no signs of slowing down. To shed light on this phenomenon, 24 startups have shared their pitch decks from Series A, Seed, and pre-Seed rounds. The creator economy has expanded beyond marketing, and the influencer-marketing industry is projected to exceed $6 billion in spending in 2023.
Notable startups like Linktree and LTK have already received significant investments. Even individual creators and groups, such as esports team Faze Clan, are securing funding or going public. Investors are now seeking practical tools for creator businesses. Startups like July and Skye have utilized tailored pitch decks to attract funding, focusing on aspects such as simplifying brand deals or appealing to specific investor preferences. The creator economy continues to thrive, with innovative startups fueling its growth.
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