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- Warner Music Group X Tik Tok
- OnlyFans CEO Ami Gan steps down
- A Top Shein Exec on That Influencer Trip Fiasco
- NPC Streaming: Everything You Need to Know About the Growing TikTok Trend
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Great Reads
NPC Streaming: Everything You Need to Know About the Growing TikTok Trend
NPC streaming is a growing trend on TikTok where creators act like video game characters during livestreams. The term NPC stands for "non-player character" and refers to characters in video games that are controlled by the game program rather than a player or AI. NPC livestreaming involves creators on TikTok Live acting like video game characters, responding to icons or "gifts" sent by the audience with repetitive phrases or gestures.
The more creative and convincing the creators are in their actions, the more popular they become. The icons or gifts translate into real money for the creators, making it a potentially lucrative trend. While some may find NPC streaming sexually suggestive, creators on TikTok adhere to the platform's community guidelines, which prohibit sexually explicit content. Noteworthy NPC livestreamers include Pinkydoll, Natuecoco, Cherry Crush TV, and Trisha Paytas, who have gained popularity by fully embodying memorable video game characters during their livestreams.
A Conversation With Marshall Sandman Of Animal Capital: Bridging Venture Capital Investment And The Vibrant World Of TikTok
Animal Capital, co-founded by former Time Warner executive Marshall Sandman, Josh Richards, and Michael Gruen, has gained recognition for its investment in early-stage startups in the consumer, fintech, health, wellness, and media sectors. Notably, it's the first venture capital fund focusing on Generation Z, with renowned digital creators among its founding members. Sandman, in a conversation, delved into the firm's operations, its transformative vision, and the future of influencer marketing.
He highlighted Animal Capital's investment strategy and the critical role of aligning celebrities, founders, and Limited Partners in early-stage capital deals. He also spoke about the challenges and opportunities of working with Limited Partners and his vision for a future where creative-driven media businesses can enjoy mutual growth. Sandman acknowledged the unique role of VidCon as a hub for the influencer economy and a platform for professionals to connect, collaborate, and seek new opportunities.
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Campaign Insights
Jake Paul x MY.GAMES Collab
In a strategic pivot towards brand marketing, MY.GAMES, the prominent European developer and publisher, partnered with influencer Jake Paul for their game Rush Royale. The collaboration aimed to overcome challenges in capturing players' attention in an overcrowded market. The campaign's impact on the player community and Rush Royale's popularity was significant, with a surge in online players and a 20% increase in Daily Active Users in the US, their largest market. Unique mechanics of Jake Paul's character in the game included capturing selfies, showcasing boxing skills, and accumulating likes.
MY.GAMES leveraged Jake Paul's massive online following and integrated his voiceover into the game to attract new players and expand Rush Royale's player base. Promotional activities focused on YouTube and incorporated Jake Paul's catchphrase to create recognition. MY.GAMES recognized the importance of the creator economy and engaged thousands of influencers annually. The company plans to continue expanding its brand activities globally and targeting new markets. Influencers and content creators played a crucial role in enhancing player engagement and building a strong gaming community around Rush Royale, supported by MY.GAMES' Content Creator Program. The long-term goals include expanding influencer marketing and collaborations, diversifying platforms, and establishing meaningful partnerships to drive growth.
NCAA Athlete Influencers Face Risks Even With Modest NIL Deals
The landscape of name, image, and likeness (NIL) deals in college athletics extends beyond the mega deals involving well-known student-athletes. Lesser-known student-athletes can also benefit from NIL opportunities and engage in influencer marketing through social media platforms like Instagram and TikTok.
Micro-influencers, with follower counts ranging from hundreds to thousands, are of interest to brands, especially in niche areas like sports apparel. When considering NIL deals, student-athletes should understand their value, evaluate contracts before signing, seek legal advice, comply with disclosure requirements, and be aware of NCAA, school, and local regulations. The opportunities provided by NIL extend to nano- and micro-influencer student-athletes and require the same guidance and protection.
Jeffree Star draws record-breaking crowd for grand opening of "makeup and meat" store
Beauty influencer Jeffree Star drew a record-breaking crowd for the grand opening of his brick-and-mortar shop in Casper, Wyoming, which sells a unique combination of products: makeup and meat. Fans from all over came to visit the store, waiting in line for over 12 hours to get in. Some even traveled long distances to attend the event. The grand opening featured ice pops branded with Star's Star Yak Ranch, located nearby, and a free performance by rapper Yelawolf.
Star expressed his gratitude for the support and claimed to have broken the record for the biggest downtown event. Despite facing some setbacks in his career, Star has continued to build his brand and expand into different ventures, such as his cosmetics line and the Star Yak Ranch. Influencers like Star are increasingly entering the realm of real-life retail, bringing their online presence to physical stores. Fans who missed the grand opening still have the opportunity to catch Star at his store or his nearby ranch in the future.
A Top Shein Exec on That Influencer Trip Fiasco
Donald Tang, the executive vice chairman of Shein, a popular online retailer known for its ultra-cheap clothing, recently sat down for an interview to address some of the company's image problems and future plans. Tang discussed the influencer trip to China that received backlash, acknowledging that it didn't go as intended and expressing regret over the unfair treatment of the influencers. He emphasized Shein's commitment to transparency and addressing labor conditions in their supply chain. Tang explained Shein's business model, which focuses on on-demand fashion and low inventory to offer competitive prices. He discussed the challenges of ensuring good factory conditions and preventing forced labor with thousands of suppliers, emphasizing audits and scorecards.
Tang also addressed environmental concerns and Shein's efforts to address post-consumption issues through initiatives like second-hand exchange and partnerships to buy surplus materials. He mentioned Shein's plans to become a marketplace, connecting with local merchants to offer a wider range of products. Tang discussed the importance of agility and localization in Shein's expansion strategy and mentioned Mexico as a potential manufacturing hub for the U.S. market. He also acknowledged the need to improve delivery times while balancing competitive prices and consumer preferences. Finally, Tang refuted the claim that avoiding customs tariffs is foundational to Shein's business model and shared that he personally shops at Shein, mentioning his favorite items being a t-shirt, socks, and pet accessories.
In Conversation With Jennifer Lambert: CleanCo's Innovative Partnership With Brandbassador
The brand has leveraged influencer marketing, particularly through its founder, Spencer Matthews, and his wife, Vogue Williams. Their networks have become key in amplifying CleanCo's reach. Notable influencer campaigns have focused on specific events like Wimbledon and Cinco de Mayo. CleanCo maintains authenticity by selecting influencers who align with the brand's message of moderation and positivity towards alcohol.
CleanCo's ambassador program, facilitated by Brandbassador, has yielded high-quality user-generated content and reduced content production costs. The program rewards ambassadors with cash, gift cards, and freebies, allowing them creative freedom within brand guidelines.
CleanCo recognizes the evolving influence of influencers and content creators in shaping consumer trends. Authenticity has become paramount, ensuring partnerships with creators who genuinely align with the brand. For CleanCo, word-of-mouth marketing has proven invaluable as they navigate the challenges of establishing themselves in the competitive market.
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Interesting People
Dancing Into Digital Stardom: Lauren Kettering's Journey From Competitive Dancer To TikTok Sensation
Lauren Kettering, a trained competitive dancer, found her passion for content creation on Musically and later transitioned to TikTok. One viral video changed her life, leading to connections, opportunities, and a foray into acting with Brat TV. While navigating her rising popularity, Lauren continued to prioritize education and career goals. Her partnership with Additive Creative Partners has been transformative, helping shape her dreams into realities and expanding her career beyond Instagram and TikTok. Lauren emphasizes the importance of authenticity, connecting with her audience, and staying true to her passions.
She aspires to collaborate with brands that give back and promote societal improvement, using her influence to address topics like mental health and food relationships. Research, consistency, and incorporating personal style into content are vital for success. Lauren acknowledges the challenges of dealing with hate comments and prioritizes mental health. She diversifies her monetization strategies and believes in giving back to the community through various initiatives. Her advice for aspiring influencers includes finding a niche, being consistent, engaging with supporters, and staying true to oneself while appreciating and connecting with the audience.
The Wyatt Eiden Story: Going Viral And Making It As An Influencer
Wyatt Eiden, a Wisconsin native turned influencer, shares his journey, challenges, and future plans in the influencer marketing industry. Wyatt emphasizes the importance of authenticity, hard work, and adapting to feedback. As a content creator, he strives to engage viewers and create interactive experiences. Wyatt discusses the evolving influencer landscape and emerging trends, including the democratization of social media and the use of AI.
He highlights the need for meaningful metrics in brand collaborations, such as video views and engagement rates, and advocates for long-term partnerships. Wyatt also addresses misconceptions about being an influencer, emphasizing the significant effort required for success. In the future, he envisions transitioning to more lifestyle-focused content and pursuing business ventures, such as a digital business card company and an apparel line. Wyatt advises aspiring influencers to find a niche, work hard, and rely on others for support.
OnlyFans CEO Ami Gan steps down
Ami Gan, the CEO of OnlyFans, is stepping down after serving in the role for about two and a half years. Keily Blair, the Chief Strategy and Operations Officer, will take over as the new CEO. During Gan's tenure, OnlyFans paid out $10 billion to creators, and the company was estimated to generate $2.5 billion in revenue in 2022.
However, being the CEO of OnlyFans comes with significant challenges as the platform faces obstacles from changing credit card company policies and global legislation affecting online sex workers. OnlyFans previously faced backlash when it announced a ban on sexually explicit content, although the decision was later reversed. Gan has founded a new marketing company called Hoxton Projects, while Blair, with a background in data privacy law, assumes the role of CEO. Matt Reeder will become the new CSOO, and Sue Beeby will take on the position of Chief Communications Officer at OnlyFans.
Beauty YouTubers are surfacing again after their pandemic-era cancellations
Beauty YouTubers who faced cancellations during the pandemic are reemerging, but the influencer landscape has evolved to a point where their reputations may not hold as much weight. James Charles, who experienced a significant downfall in 2021 due to allegations of inappropriate behavior, is attempting a comeback with a new makeup line. Similarly, controversial figure Jeffree Star recently opened a makeup and meat store in Wyoming. However, the era that catapulted these beauty YouTubers to fame has come to an end, regardless of whether their reputations can be salvaged.
The rise of TikTok and the reckonings with the legacies of YouTube's old guard, including figures like Shane Dawson and David Dobrik, have reshaped the influencer landscape. The bombastic feuds and drama that were once a part of beauty YouTube's cultural relevance no longer resonate with younger audiences. While YouTube remains a platform where creators can thrive, the moment that propelled the careers of influencers like Charles and Star has passed.
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Industry News
TikTok Shop Is So Easy to Use It’s Actually Dangerous
TikTok Shop, the shopping integration on the TikTok app, has garnered attention for its seamless user experience and ease of use, but some are concerned about the potential dangers it poses. TikTok Shop aims to make the app a one-stop shop for ecommerce, allowing sellers to promote products directly to consumers without leaving the app. Users can browse and purchase products within TikTok with just a few clicks, making the online shopping experience incredibly convenient.
However, this ease of use raises questions about impulse buying and the impact on personal finances and the environment. Critics argue that TikTok Shop has turned the app into a platform filled with ads and consumerism, and that it can be difficult to resist the temptation to make impulsive purchases. Despite these concerns, TikTok Shop has been well-received by entrepreneurs and sellers who have seen success in promoting their products on the platform. Overall, TikTok Shop represents a shift in social commerce and raises important discussions about the potential risks and benefits of such integration.
Candle Media's Future-Ready Blueprint: A Paradigm Shift In Digital Media
Candle Media, led by ex-Disney executives Kevin A. Mayer, Thomas O. Staggs, and United Talent Agency's Brent Weinstein, has established itself as a digital content pioneer. Weinstein, at VidCon Anaheim, outlined the company's strategy, highlighting a recent partnership with TikTok announced at the Cannes Lions. The collaboration covers the development of branded entertainment for TikTok's advertisers, showcasing Candle Media's premium content, and promoting female BookTok creators and independent authors through Hello Sunshine, Candle Media's subsidiary.
This approach, along with Candle Media's focus on anticipating future trends, has enabled the company to differentiate from traditional talent agencies. The company also leverages global communities through its subsidiary Moonbug Entertainment, known for viral children's content like 'Cocomelon.' Emphasizing the importance of international reach, Candle Media's strategy includes selecting distribution partners based on their potential reach and nurturing relationships with premium streaming services and social platforms.
Warner Music Group X Tik Tok
Warner Music Group (WMG) and TikTok have announced a groundbreaking partnership that will provide new revenue, marketing, and insights opportunities for WMG's artists and songwriters, as well as TikTok's vast user base. The multi-year, multi-product agreement grants TikTok access to the repertoire of Warner Recorded Music and Warner Chappell Music, encompassing platforms such as TikTok, TikTok Music, CapCut, and TikTok's Commercial Music Library.
The collaboration aims to deepen engagement with music fans on TikTok, leveraging the platform's promotional capabilities and revenue generation tools. The partnership will also explore new economic models and facilitate collaboration with TikTok's brand partners. In addition, WMG artists and songwriters will have opportunities to connect with TikTok's growing community through CapCut, a video-editing app. The agreement also includes a licensing deal for TikTok Music, the subscription streaming service that recently launched in Indonesia and Brazil. Both companies are excited about the possibilities this partnership brings for discovery and mutual growth.
Komi rolls out to the public with new creator tools, including on-page checkout
Komi, a digital storefront for content creators and celebrities, has announced its public launch along with new features aimed at helping creators grow their businesses. The platform allows users to sell products across multiple online stores in one place, offering on-page checkout functionality, marketing tools, and more. Komi has raised $12 million in a Series A funding round led by VC investors RTP, Third Prime, Antler, E& Capital, Contour Ventures, and Vicus, as well as Sony Music, Live Nation, and Laffitte Management Group.
The company aims to become the all-in-one platform for creators, with a focus on advancing its commerce and community-building offerings. The platform also plans to connect brands and creators to promote products. Komi offers custom-built data capture tools to empower creators to gather fan data, and it will introduce deeper marketing tools in the future. Notable users on the platform include Usher, Meghan Trainor, and Jessica Alba. The platform is priced at $9.99 per month or $96 per year, with a 30-day free trial for new users.
How The Creator Economy And Direct-To-Consumer (D2C) Brands Are Thriving Amidst Funding Declines
In the evolving influencer marketing landscape, authenticity and engagement outweigh popularity, and strategic alignment between creator, product, and audience is vital for successful collaborations, asserts Nik Sharma, founder of e-commerce and influencer marketing agency Sharma Brands. Despite a general decline in funding for direct-to-consumer (D2C) brands, creator-led brands like Feastables and Chamberlain Coffee are thriving. Sharma highlights the recent shift from collectibles to consumables, fuelled by high consumption and repeat purchases.
However, a disconnect exists in Silicon Valley’s investment approach, with hype-driven investments often missing the long-term value of creator-led ventures. In this context, Sharma advises traditional brands to understand the creator economy's unique dynamics and foster trust-based relationships with creators. For creators, he emphasizes authenticity, trust-building with the audience, and fair compensation, while capitalizing on monetization opportunities.
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Great Paywalled Content
Jansport plans to use Twitch, social media to connect with Gen Z ahead of the back-to-school season - Digiday
Backpack brand JanSport is gearing up for the back-to-school season by implementing an early marketing strategy targeting Gen Z students. In addition to traditional platforms like YouTube Shorts, the brand is venturing into Twitch for the first time, enlisting gamer and Twitch ambassador Krysta Eason to promote their backpacks.
JanSport is also collaborating with social media influencers on TikTok, including NYC thrift icon Emma Rogue, indie rock band DWLLRS, and skater Eunice Chang. The brand aims to connect with younger audiences who are more active on platforms like TikTok rather than Facebook and Instagram. The campaign will feature user-generated content and authentic videos to engage the target demographic. While JanSport did not disclose specific figures, they are investing a significant portion of their ad spend in TikTok due to its popularity among their target audience.
How Wingstop UK Is Attracting Gen Z Diners: Music, TikTok, Influencers - Insider
Wingstop UK is targeting Gen Z and millennial diners through its brand strategy, using platforms like TikTok, collaborations with social media influencers and rappers, and partnerships with brands that resonate with younger consumers. The chain aims to create an image of an aspirational Gen Z lifestyle by leveraging youth culture, music, sport, and influencers. Wingstop UK has collaborated with Xbox, Gymshark, TikTok, JD Sports, Tinder, and Pretty Little Thing, among others, to appeal to its target market. The company has also worked with popular rappers and curated playlists for its restaurants.
By engaging with British youth culture and positioning itself as a premium quick-service restaurant for chicken, Wingstop UK has achieved success in the UK market. The chain offers a menu similar to its US counterpart, focusing on bone-in wings, boneless wings, tenders, and burgers with a choice of flavors. Customization options and the social aspect of dining appeal to Gen Z consumers. Wingstop UK currently has 20 restaurants and 14 delivery-only ghost kitchens in the UK.
Inside the world of L.A.'s gym-fluencer ecosystem - Los Angeles Times
The Los Angeles fitness scene has become a hub for gym-fluencers, influencers who showcase their workouts and fitness routines on social media. The emphasis on aesthetics and wellness in L.A. has made exercise a prime activity for public consumption. Brands like Gymshark have recognized the importance of L.A.'s gym culture and have leveraged relationships with athletes and influencers to promote their products. Gym-fluencers can be seen in gyms throughout the city, documenting their workouts and often attracting attention with their coordinated outfits and well-toned physiques. This influencer presence has become a common sight for regular gymgoers.
Gyms like John Reed Fitness and Heimat Fitness Club have embraced the influencer culture, leveraging the content created by influencers to promote their brands. However, some gyms, like Heimat, impose filming restrictions to maintain members' privacy. Trainers in L.A. also feel the pressure to maintain an online presence, as their social media accounts often serve as their first impression to potential clients. Gym-fluencers and fitness trainers in L.A. see social media as a way to share their knowledge, challenge fitness myths, and promote sustainable fitness. They believe that the emphasis on aesthetics in L.A. is shifting towards a focus on feeling good and adopting sustainable fitness methods. Despite the impressive looks of gym-fluencers, regular gymgoers appreciate their presence and find inspiration in their dedication to fitness.
PinkyDoll Mesmerized the Internet With Her Imitations of Video Game Characters - The New York Times
Fedha Sinon, also known as PinkyDoll, has gained internet fame through her unique livestream performances on TikTok. In her streams, she imitates video game characters and entertains viewers with canned phrases and exaggerated reactions to digital gifts sent by viewers. One of her catchphrases, "Ice cream so good," has become a meme, and her streams have gone viral on Twitter. PinkyDoll's performances are categorized as NPC streaming, where she brings preprogrammed video game characters to life. Some viewers find her content fetishistic, while others find it fascinating to watch.
PinkyDoll started livestreaming on TikTok to make money and has since gained a large following. She earns between $2,000 and $3,000 per stream and generates significant daily income across her social media accounts. Other creators, such as Cherry Crush and Satoyu727, have also found success in the NPC streaming genre. While some viewers may interpret the content in different ways, PinkyDoll remains unbothered by the variety of reactions and continues to enjoy her success.
TikTok Shop Creators Rake in Cash From Affiliate Commissions - Insider
TikTok creators are cashing in on the platform's new e-commerce program, TikTok Shop, which allows them to earn sales commissions. The program offers a new revenue stream for shopping influencers and has the potential to increase video views. However, creators are questioning whether the high payouts will last as the program expands and matures. TikTok Shop has specific requirements for participation, such as a minimum number of followers and age restrictions.
Creators can tag products in their videos, showcase items on their profile, and work directly with brands or choose eligible products from TikTok Shop sellers. Commission rates on TikTok Shop tend to be higher than traditional affiliate marketing, ranging from 10% to 20%. Creators with smaller followings have also found success, earning substantial commissions. While TikTok Shop has been profitable for creators in the short term, its long-term sustainability remains uncertain, although UK creators have reported continued success and potential for brand partnerships.
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