Influence Weekly #295 - The Most-Awarded Agency at Influencer Marketing Awards

Influence Weekly #295
July 28th, 2023
Executive Summary
  • TikTok is adding text posts
  • Pizza Hut mutates Twitch streamer into ‘Ninja Turtle’
  • The Most-Awarded Agency at Influencer Marketing Awards
  • Sunkist uses TikTok to connect with younger consumers
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Great Reads

Facebook ad rebound gives Meta CEO Zuckerberg freedom to go big
Meta CEO Mark Zuckerberg's strategic investment in the futuristic metaverse is gaining favor with investors, as the company experiences a significant rebound in ad revenue and stock performance. Despite facing challenges due to Apple's privacy change and economic turbulence, Meta's return to double-digit growth has boosted its stock by over 160% this year. Zuckerberg remains committed to the metaverse vision, emphasizing the need for Meta to own a platform akin to Apple's iOS and Google's Android. 

The company's Advantage+ service and increased spending by online retailers and Chinese firms contributed to the ad revenue growth. However, analysts remain cautious about the investment's business rationale and expressed concern over growing losses in the Reality Labs unit. On the other hand, competitor Snap's stock sank following disappointing results and continued spending on long-term augmented reality projects. As Meta's ad business strengthens, influencer marketing professionals should closely monitor its evolving metaverse strategy, which Zuckerberg believes is the future direction for the world.

TikTok is adding text posts
TikTok is now allowing users to post text-based updates in addition to videos and photos, similar to Instagram Stories. These text posts come with customizable features, such as adding background music, stickers, and editing text appearance. Users can interact with the posts through stitching, dueting, and commenting. The introduction of text posts is noteworthy as other platforms like Meta's Threads are trying to compete with Twitter's microblogging dominance. 

As Twitter faces challenges with declining features and traffic, TikTok is seemingly exploring opportunities to attract users interested in text-based updates. Meta, TikTok's main competitor, recently launched Threads but has seen a drop in daily active users. The move by TikTok could potentially tap into Twitter's user base looking for alternative platforms with similar microblogging capabilities.
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Campaign Insights

Pizza Hut mutates Twitch streamer into ‘Ninja Turtle’
Pizza Hut is leveraging the popularity of VTubers and gaming culture to promote the upcoming "Teenage Mutant Ninja Turtles: Mutant Mayhem" movie. During its "Friday Night Bites" Twitch stream on July 28, Pizza Hut will transform a popular VTuber into the iconic character Donatello. The four-hour stream will feature gameplay of "Among Us," and viewers have a chance to win Pizza Hut gift cards by participating in a custom segment where they guess an image slowly revealed.

Twitch, with over 31 million daily visitors, provides Pizza Hut access to younger consumers that are often difficult to reach through traditional channels. The brand's "Friday Night Bites" series, launched during the pandemic, has been successful in engaging audiences, with over 1 million live viewers per episode and more than 26 million minutes watched in total.

As part of the tie-up with "Mutant Mayhem," Pizza Hut will also run a "What the Hut Challenge" mini-game, testing the VTuber's image-guessing skills. The collaboration with the movie franchise includes in-movie integration and a co-branded TV spot. This effort demonstrates Pizza Hut's ongoing commitment to tapping into gaming and entertainment spheres to connect with its target audience.

Morphe Launches Makeup Collection With TikTok Star Meredith Duxbury
Makeup brand Morphe has partnered with TikTok influencer and beauty artist Meredith Duxbury to launch a limited-edition makeup collection. The collection includes six makeup products for the face, eyes, brows, and lips, with a range of textures and finishes. The centerpiece of the collection is the Morphe X Meredith Duxbury 35-Pan Artistry Palette, designed and developed by Duxbury, featuring a variety of eye shadows in matte, shimmer, and metallic finishes. 

The collaboration aims to appeal to Duxbury's vibrant and avant-garde makeup style, and the products will be available for purchase on Morphe's website and, with a meet-and-greet event in New York City for fans to interact with Meredith Duxbury and obtain limited-edition merchandise.

Ogilvy Honored as Most-Awarded Agency at Influencer Marketing Awards
Ogilvy, the global advertising agency, has been recognized as the most-awarded agency at the 2023 Influencer Marketing Awards for the fifth consecutive year. Their Influence team won a total of 23 awards, including Gold, Silver, and Bronze, for campaigns across various clients. Notably, Dove's #TurnYourBack campaign and KFC Australia's collaboration with Ogilvy Australia were among the standout campaigns. 

Rahul Titus, Ogilvy's Global Head of Influence, was named Game Changer of the Year for his leadership and contributions to the industry. Ogilvy's success is attributed to its world-class talent and commitment to delivering impactful campaigns powered by influence. The agency plans to continue building on its momentum to create further impact through influence marketing.

Sunkist uses TikTok to connect with younger consumers
Sunkist Growers is targeting millennials and Gen Zers this summer by offering affordable and nutritious citrus options. They focus on social media marketing, especially on TikTok, sharing lemon-based recipes to showcase the fruit's versatility. 

Citrus, especially lemons, is top-of-mind for consumers during summer, accounting for 10% of total fruit sales at retail in the US. Sunkist promotes their California Star Ruby grapefruit as a nutrient-rich choice, appealing to young consumers. By engaging with their target audience through social media, Sunkist aims to make citrus purchases more worthwhile for shoppers and strengthen their presence among the younger generation.

Ipsy increases focus on YouTube Shorts after dramatic testing results
Makeup subscription company Ipsy is shifting its focus to YouTube Shorts after conducting successful tests on the platform. The decision to explore YouTube Shorts came as a precautionary measure against the potential ban of TikTok, where Ipsy boasts 3.4 million followers. Initially, Ipsy repurposed content from TikTok and Instagram Reels for YouTube Shorts, but as the viewership on the platform increased, the company is now looking to invest in original and dedicated videos. 

YouTube Shorts accounts for 38% of Ipsy's social media video views and contributes significantly to the company's monthly earned media value. Ipsy's YouTube Shorts content is more focused on entertainment, featuring humorous and emotionally engaging videos. The company plans to combine its efforts on YouTube Shorts with a revival of its previously dormant YouTube channel. Ipsy has seen a 320% increase in new channel subscribers over the past three months, indicating a growing interest in its content. The company aims to test the audience's appetite for longer videos while continuing to assess the potential of YouTube Shorts as a primary social channel.

Swiggy partners with WhizCo for in-app influencer activations
In a successful collaboration, India's leading food delivery app, Swiggy, has partnered with WhizCo for in-app influencer activations to boost restaurant sales and visibility. The campaign leverages creator-generated content to showcase dishes and promote Swiggy's new feature for short food review videos.

WhizCo enlists over 200 content creators each month to produce visually appealing and descriptive content of partner restaurants' dishes on the Swiggy app. The goal is to provide users with an immersive culinary experience and increase food delivery sales.

Overcoming challenges, WhizCo ensures high-quality video production and eye-catching food captions for creators' content. The results have been promising, with a 10% rise in restaurant visibility, 15% more orders, improved customer engagement, and increased time spent on the app. Partner restaurants have seen higher product impressions and long-term recall, leading to enhanced new product discovery and order frequency.

This partnership is expected to expand to include more restaurants and creators from remote areas in the near future. WhizCo's successful track record in influencer marketing and creator management strengthens its position in the industry, with plans for overseas expansion and forays into Live Commerce and AR Filters.

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Interesting People

The Power Of Being Real: Tracy Kiss's Transition To A Natural Look
Tracy Kiss, a former model turned influencer, has embarked on a journey of authenticity and mental health advocacy. As social media rose to prominence, Tracy recognized the need for a more human approach rather than projecting an idealized image. Her transformation into a vegan bodybuilding professional showcased her ability to inspire and make a positive impact.

Transitioning from glamorous content to a more natural look, Tracy now advocates for embracing imperfections and prioritizing mental health. Although her decision attracted backlash and criticism, it also sparked important conversations about self-image, hair loss, and cervical health. Tracy believes influencers play a crucial role in promoting body positivity and self-acceptance, urging them to prioritize authenticity over financial gains.

She emphasizes the significance of staying true to oneself, rejecting collaborations that don't align with personal values. Tracy predicts a shift towards a more natural approach to social media, where personality shines through, and a growing appreciation for embracing real beauty. As the influencer industry evolves, Tracy hopes to see more authentic influencers making a positive difference in people's lives.

Jake Paul signs amateur boxer, 'Euphoria' actor Javon Walton
Most Valuable Promotions (MVP), co-founded by Jake Paul, has signed Javon "Wanna" Walton, the rising Hollywood star and boxing prodigy known for his role in "Euphoria." At just 17 years old, Walton is MVP's youngest signing and boasts an impressive amateur boxing career, including 80 bouts, junior amateur tournament victories, and five Georgia state championships.

With over 5 million followers on Instagram and 13 million across social media platforms, Walton's massive online presence offers significant brand-building potential. MVP plans to advise him as he completes his amateur career and will support him in content creation and marketing. Walton is set to make his professional boxing debut in 2024.

Already endorsed by Nike's Jordan Brand and hailed as the future face of combat sports, Walton's potential as a superstar athlete is evident. His introduction at the Jake Paul vs. Nate Diaz event in Dallas on August 2 marks an exciting milestone in his career. Under MVP's guidance, Walton is poised to headline global pay-per-view events, signaling a new era in boxing promotions.

Courtney Bagby Lupilin On Why Micro-Influencers Are Competing With Macro Creators
Courtney Bagby Lupilin, founder of Little Red Management, highlights the success of micro-influencers in influencer marketing due to their affordability, content longevity, and high-quality content. Brands are shifting towards micro-influencers for lower risk and greater visibility. Content quality, not follower count, drives competition with larger influencers. Micro-influencers offer longer content usage rights, appealing to brands. 

Brands analyze ROI based on unique links sales, impressions/views, and content quality. Consistency, niche selection, and trend-following attract higher-paying deals for micro-influencers. Little Red Management focuses on personal relationships with talent and social media brand partnerships. The future of influencer marketing depends on open communication and adaptation to new platforms and trends. Micro-influencers' success lies in strategic management and understanding audience preferences.

Comedy's Next Generation Is On TikTok
In the midst of TikTok's rise and potential bans, a new generation of comedians has emerged from the platform, each carving a unique path into the entertainment industry. Notable TikTok comedians include DeMarcus Shawn, Jake Shane, Rahul Rai, and Chrissy Allen. Shawn, amassing a six million-strong following, aims to utilize his platform for universal humor, while Shane, leaping from 60k to one million followers in a week, uses the app to pursue his dream of making people laugh. 

Rai leverages his TikTok popularity to gain roles on shows like "Barry" and "The Upshaws." Allen, a dentist turned TikToker, finds the platform allows her to engage with millennial nostalgia while maintaining flexibility for her family. These TikTok stars' narratives underscore the platform's power to serve as an audition stage, personal journey sharing, and a catalyst for new career pathways, illustrating the evolving landscape of comedy and influencer marketing.
Industry News

Everything You Need To Know About Twitch’s Latest Updates
The updates include the Clip Editor, which enhances streamers' ability to create shareable content by offering trimming and better sharing capabilities on the mobile app. Additionally, Twitch has introduced a Discovery Feed, similar to Instagram and TikTok, allowing users to scroll through a variety of clips and short-form content, promoting new streamers and spotlighting smaller creators.

Twitch's version of Stories encourages streamers to tailor content to their subscribers' needs, offering a safer space for creators and audiences to interact while adhering to Community Guidelines. Another noteworthy update is the Shared Mod Comments, which allows streamers to collaboratively address disruptive users.

The Streaming Together feature enables multiple influencers to stream simultaneously on different channels, retaining their audiences while cross-promoting each other's content.

Twitch's ambition for increased growth and competition against traditional platforms is evident through these updates, making the platform more appealing to brands for partnerships and sponsorships. By empowering creators with new content creation tools and offering an array of updates, Twitch aims to extend its capabilities beyond gaming.

Instagram is launching creator subscriptions in Australia, Canada, the UK and more
Meta, the parent company of Instagram, is expanding its Instagram subscriptions feature to eligible creators in Australia, Brazil, Canada, France, Germany, Italy, Japan, Mexico, Spain, and the United Kingdom. The feature, which was initially launched in the United States in January 2022, allows creators with more than 10,000 followers to offer exclusive paid content to their subscribers. Creators can set their own monthly price, ranging from $0.99 to $99.99, based on the perceived value of their content.

Subscribers receive access to exclusive posts, Live videos, Stories, reels, highlights, and a special badge to stand out in the comments and creators' inboxes. The goal is to enable creators to earn recurring monthly income and deepen connections with their most engaged followers. Meta plans to continue expanding Instagram subscriptions globally in the coming months and invest in more tools to help creators monetize their content.

VidCon2023: The State of Video
VidCon2023's focus on AI had surprising takeaways for influencer marketing professionals. YouTube's emphasis on short-form content was solidified, but long-form content remains vital for engaging audiences' brains. Both forms are necessary and desired as YouTube increasingly becomes synonymous with TV. The rise of AI-powered apps for converting long-form to short-form content streamlines the process for creators.

YouTube's new features include A/B testing for thumbnails and automatic video dubbing in multiple languages using AI, presenting significant opportunities for creators and businesses, especially those in globalization and localization industries.

The event highlighted the coexistence of short-form and long-form content and emphasized that long-form is not dead, serving different audience needs. Business owners can leverage content creation as a viable strategy beyond advertising, with the rise of B2B influencers, particularly on LinkedIn, offering lucrative avenues for referrals.

AI's role in globalization and translation may open new markets for creators and businesses, though the quality of AI translation and voice-over needs careful consideration. Authentic connection with audiences through empathy, rather than aggressive positivity, was stressed as crucial for success in the creator economy, considering mental health and attention span challenges.

TikTok to launch e-commerce program to bring Chinese goods to the US
TikTok is planning to launch an e-commerce program in August to assist Chinese merchants in selling their goods globally, starting with the United States. The program, known as ""full service,"" will provide a range of services, including storage and shipping, to help Chinese merchants sell in the US. The platform aims to replicate the success of shopping platforms like Shein and PDD Holdings' Temu. The program is already being tested in markets like Britain, and TikTok plans to eventually introduce it to merchants in other regions as well. However, TikTok will initially prioritize working with Chinese businesses due to China's well-established export rules. 

The move comes as TikTok faces increased scrutiny from US officials over data security concerns. TikTok's e-commerce business, TikTok Shop, was quietly launched in the US last November but primarily focused on allowing local vendors to sell goods to TikTok users from their regions. With the full-service program, Chinese merchants will find it easier to sell products in the US as TikTok will assist with customs clearance, warehousing, and logistics. Unlike Amazon, TikTok currently does not have plans to sell its own products through the platform.

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Snap’s Sales Fall for the Second Time in a Row - The New York Times
Snap, the parent company of Snapchat, has reported a second consecutive decline in quarterly sales, facing challenges in attracting advertising. The company's revenue for the second quarter was $1.07 billion, down 4 percent from the previous year. This follows a 7 percent drop in revenue in the previous quarter, marking its first quarterly decline in sales since going public in 2017. The net loss for the second quarter was $377 million, narrower than the previous year but the sixth consecutive loss. Evan Spiegel, Snap's CEO, acknowledged that they are still far from achieving their desired revenue growth.

Snap has been affected by an industrywide ad slump due to the broader economic slowdown, leading to layoffs and reorganizing efforts. As a smaller social media company facing intense competition from rivals like TikTok, it struggles to attract advertisers. Snap has made changes to its ad platform and introduced initiatives to increase advertising, but analysts believe these efforts may not be enough to turn the business around until the economy improves.

On a positive note, Snap's number of daily active users increased by 14 percent to 397 million, with most of the growth coming from international markets. For the current quarter, the company projects revenue of $1.07 billion to $1.13 billion, in line with Wall Street estimates.

How TikTok Shop Is Wooing Influencers for Its E-Commerce Push - Insider
TikTok is actively enticing creators to use its shopping feature, TikTok Shop, by offering cash bonuses and rewards. The company is formalizing the role of "TikTok Shop creators" as a new category of influencers. They are paying cash rewards to influencers for achieving specific sales and posting goals, as well as helping them get coupons for freebies from brands. The platform offers coaching, support, and special promotions to influencers as it rolls out TikTok Shop to more users. 

This approach comes after TikTok faced initial backlash in the UK over its e-commerce operations. The platform aims to make Shop successful by providing personalized support and incentives to creators. However, some rewards programs are currently invite-only, and it remains to be seen if TikTok can sustain its white-glove service as more creators and merchants join the platform.

Are Influencers on Strike Too? - The New York Times
The ongoing Hollywood actors' strike, initiated by the Screen Actors Guild - American Federation of Television and Radio Artists (SAG-AFTRA), is leading to a ripple effect amongst social media influencers. Many influencers, who were allowed to join the actors' union under its influencer program since 2021, are being advised not to accept any new promotional work from struck companies or their content.

The recent guidelines issued by SAG-AFTRA could disrupt content creation for popular platforms like TikTok and YouTube, as well as red carpet promotions. Violating these rules could potentially jeopardize an influencer's future chance of joining SAG, as anyone seen as crossing the picket line could be barred from membership.

However, the influencers' reactions to this situation are mixed. Some are showing solidarity with the strike, even turning down lucrative deals, while others who have no interest in joining the union are continuing their usual operations. Concerns exist about the feasibility of enforcing these new rules and the confusion they have caused amongst both influencers and the legal advisors who assist them.
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