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- Fashion Nova collabs with NPC streamer Pinkydoll
- TikTok’s algorithm will be optional in Europe
- NYPD officers detain online influencer after giveaway devolves into chaos
- What Is TikTok’s New “Creative Challenge Initiative?
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The Definitive Guide to FTC Endorsement Compliance
TikTok’s in-platform disclosure may no longer be enough according to the FTC’s latest endorsement guides. Download Captiv8’s guide to easily discover what has changed and how brands, influencers, and marketers can stay compliant.
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Great Reads
TikTok Launches Text-Only Posts To Take On X (Formerly Twitter)
TikTok has introduced a "text-only posts" feature, expanding beyond videos. Users can create posts with up to 1000 words, similar to Twitter and Meta. It enables diverse content like poems, stories, and messages. While comments are allowed, conversations are limited. Text posts offer stickers, hashtags, tags, location tags, background colors, sound, and duets for customization.
This move aims to enhance creativity and attract users with different communication preferences. It aligns with rebranding trends like Twitter's "X" and Instagram's new features. TikTok's text posts benefit content creators, allowing various forms of expression, engaging text-focused users, and facilitating influencer-brand interactions. It enhances user-generated content and engagement while providing brands a quick way to share announcements. This shift reflects TikTok's evolution into a versatile platform accommodating multiple content types.
What Is TikTok’s New “Creative Challenge Initiative?
TikTok's "Creative Challenge Initiative" aims to boost creators' earnings by fostering brand collaboration. Brands propose challenges with rules and prizes, encouraging creators to submit video ads. Brands review and approve ads that align, running them on TikTok's "for you" page. Creators track ad performance and earnings. Like TikTok's Open Application, this initiative democratizes monetization.
Creators sign up, choose challenges, and submit original, high-quality ads meeting brand guidelines. Brands can select up to 30 ads, tailor content, and request revisions. Approved ads are used as TikTok ads, not on creators' profiles.
Creators gain access to a Creator Community and a Mentor Program. Selected ads generate revenue for up to 6 months, with potential bonus payments for performance. Eligibility requires being 18 or older, having a U.S.-based TikTok account, and a minimum of 50,000 followers.
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Unlimited Access to Influencers. No long-term contracts.
From guided campaign creation and influencer discovery to on-platform messaging and payments, Intellifluence has everything you need to reach your influencer marketing goals. We are home to over 220,000 influencers (including more than 20,000 bloggers). There is a plan for every budget, so get started today.
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Campaign Insights
What the music industry can learn from TikTok's #Barbiecore revolution
TikTok's #Barbiecore revolution offers key lessons for the music industry. The Barbie movie's Mark Ronson-produced soundtrack dominated charts, but data shows how trends shifted. Pre-release, #Barbiecore celebrated aesthetics, gaining 300 million views. Post-release, Billie Eilish's ballad marked a shift, garnering 30,000 daily TikTok videos, reflecting a move from materialism to deeper themes.
TikTok's real-time data showcased the cultural transition. Flexibility and agility were vital for the industry to adapt content strategies. Staying attuned to TikTok's pace is crucial as trends shift unpredictably. Brands must respond effectively to changing consumer-driven trends, or risk becoming irrelevant.
FoodieCon, An Instagram Food Influencer Event, To Debut In New York This Fall
A unique event called FoodieCon is set to make its debut in New York City on October 14th, as part of the Food Network New York City Wine & Food Festival presented by Capital One. Sponsored by Instagram, FoodieCon is an all-day convention hosted by food and beverage influencers and content creators.
The event aims to explore the intersection of food, culture, and social media, featuring book signings, workshops, panels, discussions, competitions, and more. The headquarters for FoodieCon will be the Hard Rock Hotel New York, and the event will run from 12 pm to 5:30 pm. The confirmed lineup of talent includes top creators such as Nick DiGiovanni, Gianluca Conte, Nadia Caterina Munno, and others. The event's proceeds will support God’s Love We Deliver, a charity that offers meal delivery and nutrition counseling to sick individuals in New York.
Influencer Favorite E.l.f. Beauty Outpaces Industry Leaders In
Earnings—Here Are TikTok’s Most Talked-About Makeup Brands
E.l.f. Beauty, a beloved makeup brand among influencers, has outpaced industry leaders in earnings with its 18th consecutive quarter of sales growth. The company, valued at $7.25 billion, reported $216.3 million in sales for Q2 2023, marking a 76% YoY increase. E.l.f.'s fiscal 2024 outlook anticipates $792 million to $802 million in sales, reflecting a remarkable 37% to 39% YoY growth. This consistent growth surpasses industry giants like L'Oreal and Estee Lauder, indicating its strength in the market.
E.l.f. attributes its success to a social media-savvy marketing strategy, leveraging partnerships with female gamers and micro-influencers on TikTok. Chief Digital Officer Ekta Chopra highlights collaborations with TikTok, American Eagle, and even a Super Bowl ad. The brand's engagement with emerging platforms like BeReal underscores its appeal to Gen Z. TikTok recognizes E.l.f. as a case study for successful business engagement, citing a 90% click-through rate increase due to their targeted ad strategy. E.l.f.'s agile approach to partnerships and innovative marketing has propelled it to the forefront of the beauty industry.
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CreatorRateCalculator.com is free to use and customizable for any brand deal, analyzing rates from tens of thousands of creators to help you price yourself with confidence.
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Interesting People
NYPD officers detain online influencer after giveaway devolves into chaos
Twitch star Kai Cenat is charged after a New York giveaway event he promoted turned violent. With millions of followers on Instagram and TikTok, Cenat's event at Union Square Park attracted a large crowd. However, lacking proper permits, the event quickly spiraled out of control. Attendees clashed, armed with tools and projectiles, leading to confrontations with both each other and the police.
Amid the chaos, Cenat was removed for safety and livestreamed from a vehicle before being arrested. Over 65 arrests were made, including minors, with numerous injuries reported. Cenat faces charges including incitement to riot and unlawful assembly. The incident highlights the hazards of influencer-led events and the need for proper planning to ensure public safety.
Meet Megan Catterson Of Sintillate Talent: A Body-Positive Content Creator Changing The Game
Megan Catterson, a 24-year-old content creator from York, England, is challenging beauty norms through her empowering body-positive message on Instagram. Overcoming insecurities, she embraced authenticity and collaboration, especially with Sintillate Talent agency. Sharing body-positive underwear photos, Megan's message resonated, sparking self-love discussions. Her past struggles, including overcoming anorexia, shaped her journey towards accepting her body.
Megan's content promotes self-acceptance and encourages followers to embrace uniqueness, advocating against unrealistic standards. She advises aspiring creators to find a niche, stay authentic, and focus on quality. Amidst the ever-changing creator landscape, she prioritizes consistent hard work and self-affirmation. Megan's impactful approach challenges societal beauty ideals, promoting authenticity and body empowerment.
Emily Zeck's Influencer Journey: Riding The Waves Of Social Media
Emily Zeck, a 27-year-old Floridian surfer and musician, embarked on her influencer journey in 2014, celebrating her passions for music and surfing. Authenticity is her guiding principle, evident through her podcast "Hang Ten," community events, and meaningful connections. Emily's Organizational Communications education has contributed to her success, teaching her resilience against online negativity and the importance of community support in brand collaborations.
Emily's content style, a fusion of country music and surfing, sets her apart. Despite the changing influencer landscape, she anticipates a move towards authenticity and enduring content. Emily's proudest accomplishment is staying true to herself. Her advice to aspiring influencers is to prioritize authenticity and passions over trends or false personas.
The biggest names in food are just regular people on TikTok
The landscape of food media is shifting, with TikTok emerging as a powerful platform where everyday individuals gain influence over traditional food media outlets. Since the rise of gourmet consciousness in the 1960s, food media has evolved, yet the influence of mainstream outlets like Food Network hasn't always adapted to changing tastes.
The emergence of TikTok has democratized food media, empowering ordinary people to share relatable content. TikTok creators, such as @leahscucina and @justine_snacks, have amassed followers by offering practical cooking tips and relatable stories. This trend reflects a growing interest in accessible recipes and ingredients, challenging traditional food media's exclusivity. However, content creators on TikTok also face challenges related to algorithm-driven burnout and audience expectations. The evolving landscape underscores the need for traditional food media to adapt to diverse voices and engage with their audience's changing preferences.
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Industry News
Mark Zuckerberg is copying Snapchat again—but this time it’s because of Apple
Mark Zuckerberg appears to be following Snapchat's lead once again, this time due to Apple's impact. Reports suggest that Meta, under Zuckerberg's guidance, is set to introduce an array of chatbots with distinct personalities on Facebook and Instagram. While similar to Snapchat's My AI chatbot, Meta's move could stem from its history of replicating competitive products and refining them.
Chatbots hold potential for Meta and Snap to address data collection challenges resulting from Apple's privacy policy changes. By engaging users in human-like conversations, they can glean valuable insights to tailor targeted ads. The initiative could also aid Meta's competition with TikTok by enhancing user interaction and self-expression within their apps, aligning with Zuckerberg's broader vision for the platform.
TikTok’s algorithm will be optional in Europe
TikTok is enabling users in Europe to deactivate its personalized algorithm for "For You" and Live feeds, aligning with the EU's Digital Services Act (DSA). This allows users to view popular videos from various locations rather than personalized content based on their interests.
The DSA necessitates large online platforms, including TikTok, to offer users the choice to opt out of personalized content driven by tracking. Additionally, TikTok will display search results reflecting regional popularity and show chronological order for "Following" and "Friends" feeds in non-personalized views. European users aged 13 to 17 won't receive personalized ads based on their online behavior without needing to toggle an opt-out switch. The changes are expected to meet the DSA's August 28th deadline.
How Insense Bridges The Gap Between Creators And Brands: As Told By Danil Saliukov
Danil Saliukov, CEO of Insense, shares his journey merging influencer marketing and paid ads. Insense's self-serve model empowers creators, bridging the gap between them and brands. Inspired by his brother's e-commerce success and the need for authentic user-generated content (UGC), Insense was born.
The platform connects 20,000+ creators and brands, prioritizing UGC. Insense employs UGC in diverse ways, from direct response ads to influencer collaborations, emphasizing authenticity. Danil discusses ethical aspects like disclosure and AI-generated content, underlining the trend towards genuine connections.
Danil envisions creators adopting entrepreneurship, launching brands, and AI enhancing content. Insense supports creators through deals, education, and interventions, prioritizing their success. Data analytics play a pivotal role in optimizing campaigns, with a focus on accurate ROI.
Common brand mistakes, influencer interactions, and nurturing relationships are vital insights. Danil emphasizes valuing creators, fostering growth, fairness, and prompt issue resolution. Insense's journey epitomizes the harmonious blend of creativity, business, and ethics in influencer marketing.
What Is TikTok’s New “Creative Challenge Initiative?
TikTok's "Creative Challenge Initiative" aims to boost creators' earnings by fostering brand collaboration. Brands propose challenges with rules and prizes, encouraging creators to submit video ads. Brands review and approve ads that align, running them on TikTok's "for you" page. Creators track ad performance and earnings. Like TikTok's Open Application, this initiative democratizes monetization.
Creators sign up, choose challenges, and submit original, high-quality ads meeting brand guidelines. Brands can select up to 30 ads, tailor content, and request revisions. Approved ads are used as TikTok ads, not on creators' profiles.
Creators gain access to a Creator Community and a Mentor Program. Selected ads generate revenue for up to 6 months, with potential bonus payments for performance. Eligibility requires being 18 or older, having a U.S.-based TikTok account, and a minimum of 50,000 followers.
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Great Paywalled Content
Poppi says ‘Soda’s back’ in bubbly campaign that brings social posts to other media - Ad Age
Poppi, the prebiotic soda brand, is taking a bold step from its social media roots to an omnichannel approach with the “Soda’s Back” campaign, a $5 million marketing venture challenging industry giants like Coca-Cola. This move marks a departure from their previous TikTok and online retail-focused strategies. The campaign, running until September, showcases real consumer social media posts and DMs, primarily tweets, alongside images of around 30 influencers who've engaged with the brand.
The brand's co-founder, Allison Ellsworth, emphasizes the authenticity of user-generated content. The campaign’s vibrant visuals will grace billboards in various cities, Amazon, Instacart, in-store displays, and even streaming services. The TV spot mirrors the campaign’s fusion of glossy imagery and lo-fi social media content. This marks a significant expansion into uncharted advertising mediums for Poppi, culminating in a broad celebration of its online community while aiming to allure new audiences with its gut health benefits and low sugar content.
Creator marketing news and trends—Fashion Nova collabs with NPC streamer Pinkydoll, YouTube takes on TikTok - Ad Age
In the realm of creator marketing, Fashion Nova has seized on TikTok's "NPC livestream" trend by partnering with Fedha Sinon, known as Pinkydoll, a trendsetter in this space. Pinkydoll's TikTok streams, where she reacts to viewer gifts with pre-set responses akin to video game non-playable characters, recently gained massive traction.
Capitalizing on her catchphrase "ice cream so good," Fashion Nova is collaborating with Pinkydoll to transform it into her debut single. The partnership marks a significant leap for Fashion Nova as the first brand to tap into this surreal trend. Pinkydoll tantalized her TikTok audience with a teaser for the ice-cream-themed song, generating excitement for this innovative collaboration. As the creator economy continues to evolve, such unique brand-creator collaborations are reshaping the marketing landscape.
Nomura Hires Virtual Influencer to Coax Japan’s Young Investors - Bloomberg
Nomura Holdings Inc., Japan's largest brokerage, has employed a computer-generated influencer named Imma to promote tax-free investment accounts, targeting a younger retail client base. Imma, characterized by a pink bob, boasts around a million followers on platforms like Instagram and TikTok.
Nomura's move to feature Imma in their advertisements aims to attract a younger demographic to their Nippon Individual Savings Accounts system, similar to the UK's ISA plan. The initiative aligns with Japan's efforts to encourage people to invest in riskier assets rather than saving. This move coincides with Prime Minister Fumio Kishida's expansion of the program from January 2024, with Nomura rolling out new tax-exempt offerings in tandem.
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