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- TikTok Shop on Track to Lose More Than $500 Million in U.S. This Year
- Creator merch startup Fanjoy has filed for bankruptcy
- Amazon is taking its low-wage labor model to influencers
- Big Oil Using TikTok To Convince Young People They're Good
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Great Reads
New Report Shows That 60% Of Audio Adspend In Europe Is Allocated To Podcasts
In a recent collaboration between GroupM Nexus and the Interactive Advertising Bureau Europe, the "2023 Programmatic Audio Report" highlighted the burgeoning influence of podcasts in the European audio advertising arena. The study found that 60% of Europe's audio ad spend is now channeled towards podcasts. This shift can be attributed to the pandemic's role in boosting digital audio consumption.
A significant 58% of buyers' budgets are earmarked for podcast advertising, outpacing traditional formats. The appeal of diverse digital channels, such as streaming and online radio, is evident, with 59% and 57% popularity respectively. However, challenges like brand safety and measurement capabilities persist. Despite these, a promising 76% of agencies foresee increased podcast ad investments in the next two years. The full report offers deeper insights and can be accessed on GroupM and IAB Europe's websites.
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Campaign Insights
Big Oil Using TikTok To Convince Young People They're Good
Major oil companies, including Shell, ExxonMobil, and Conoco, are turning to social media platforms like TikTok and Instagram in an attempt to reshape the public's view of their impact on climate change. As reported by the Washington Post, these corporations are targeting younger audiences with campaigns disguised as regular posts. For instance, Shell collaborated with a TikTok influencer named Nora Capistrano Sangalang, who goes by the name “our Filipino grandma,” to promote the company's fuel rewards program. While it might look like a simple ad, research from DeSmog reveals that since 2017, over 100 influencers have used their platforms to endorse fossil fuel corporations, reaching billions worldwide.
The association of these influencers with Big Oil seems questionable, especially when their content is unrelated to the industry. ExxonMobil, for instance, engaged an influencer who included a scene of her fueling at a Mobil station. The intention behind these partnerships is clear: oil companies recognize Gen Z's massive presence on social media and aim to influence their perceptions. Sam Bright, from DeSmog, stated that these companies are attempting to gain the trust of a younger generation. While Shell claims to be working towards a lower emissions future, critics argue that the real objective is to engage with young audiences while downplaying their significant carbon footprint.
Lipton Ice Tea sends influencers to the rescue at Sziget Festival 2023
Lipton Ice Tea launched its #LiptonxSziget campaign with the aim of becoming the highlight brand partner at Sziget Festival 2023, a major European cultural event. The initiative was spearheaded by 30 influencers from multiple European countries, forming the "S.L.U.R.P. Squad" (Sziget Lipton Ice Tea Ultimate Refreshment Patrol). Their objective was to entertain and address festival challenges, providing attendees with solutions like branded leaf-blowers and hoses to stay cool. The team also introduced a strategically positioned fire truck called the Cool Off HQ, serving as a rendezvous spot for separated festival-goers.
Highlighting the campaign were two unique activations during the weekend, where a large 'Press Me' button initiated a massive water fight facilitated by influencers using biodegradable balloons and Lipton-branded super soakers. The campaign garnered over 30 million views on TikTok and Instagram, with renowned influencers like @TwinTube and @NAMS participating. Organized in conjunction with the Billion Dollar Boy agency, the campaign's goal was to amplify online conversations, striving to make Lipton Ice Tea the most discussed among 48 festival brand partners. Victoire Binet of Pepsi Lipton commented on the campaign's intent to offer relief from festival challenges and to surprise and engage fans.
Beyond Boundaries: How Sinfluenced Events Reshape The UK Creator Landscape
Sintillate Talent, a UK-based influencer agency, has launched a series of events called Sinfluenced. The events are designed to foster genuine connections, professional development, and skill enhancement among influencers and content creators.
Sinfluenced events have been held in cities across the UK, and they have helped to create a sense of community among influencers from all backgrounds. The events have also led to successful partnerships between influencers and brands.
Sintillate Talent's founder, Sinan Sahin, was inspired to create Sinfluenced events after seeing the negative impact that isolation was having on influencers during the pandemic. He wanted to create a space where influencers could come together to connect, learn, and grow.
Sinfluenced events offer a variety of networking opportunities, professional development workshops, and social activities. Past events have included workshops on topics such as social media marketing, content creation, and personal branding. There have also been social activities such as pub crawls, karaoke nights, and photoshoots.
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Interesting People
How teen influencer Ryane Roy made TikTok her business
In Fair Oaks Ranch, Texas, 14-year-old Ryane Roy is redefining online marketing. Dancing for TikTok, she's not just another teen but a professional influencer, quickly gathering thousands of views and engagements. Within two years, Ryane has transformed her hobby into a business, set to earn her twice the median salary of a Texas worker this month. Her diverse revenue streams include paid video sponsorships, YouTube ads, Amazon and LTK product links, and music promotions.
With 784,000 TikTok followers, her consistent engagement makes her a trusted name for brands. Recently partnering with talent agency Red X Talent, her income and reach have further amplified. Beyond her influencer life, Ryane is a ninth-grader with grounded ambitions, saving for a car, a house, and dreaming of owning a clothing store. Her story highlights the influential power of Gen Z in the ever-evolving realm of digital marketing.
Interiors & Style Content Creator Anne Sage: Creating Authentic Content And Advice For Aspiring Creators
Anne Sage, an interior design and lifestyle content creator, discusses her journey in the world of design and influencer marketing. With a family background in home decor, she developed a passion for design early on. From blogging to co-founding Rue Magazine and Light Lab, Anne's career evolved, driven by flexibility and authenticity.
Partnering with Socialyte elevated her projects and income. Notable brand collaborations include AllModern, where she showcased her home and their products. Anne's creative process prioritizes ideas that resonate, and she remains true to herself. Staying current while staying authentic is her focus, involving a balanced approach to consuming trends. Anne's authenticity extends to her organic growth on Pinterest, sharing real-life projects. She debunks myths around glamour and wealth in the influencer world, emphasizing sustained dedication.
Getting To Know Avyana Chapman And Goodeatsonlyyy
Avyana Chapman of Goodeatsonlyyy has transformed from a soccer enthusiast to an influential figure in the influencer marketing realm, particularly in the food and travel domain. Hailing from Florida, Avyana's unique blend of sports, academics, and tech contributes to her authentic content style. Her inclusive approach resonates through diverse culinary experiences she curates.
Avyana's authenticity shines as she candidly shares her preferences and constructive critiques, maintaining a positive community while addressing negativity adeptly. Her insights reflect a deep understanding of influencer marketing's evolving landscape. She envisions the sector overtaking traditional advertising and underscores the importance of staying true amid evolving trends.
With aspirations to blend her love for travel with her culinary exploration, Avyana plans to expand her reach, engage in hotel bookings, and collaborate with cruises for Goodeatsonlyyy's future. In a realm where authenticity and relevance reign, Avyana Chapman's journey offers valuable lessons for influencer marketing professionals.
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Industry News
Amazon is taking its low-wage labor model to influencers
Amazon is offering influencers $25 per video to promote its new shopping feed, Inspire. The low rate is being mocked on social media because creators can charge between $150 to $2,500. Amazon is capping the payout at $12,500, meaning influencers can submit a maximum of 500 videos to reach that price.
Amazon launched Inspire last year. Inspire is a TikTok-like shopping feed of photos and videos featuring products on the online retailer site. Amazon is looking to boost its TikTok-style shopping feed.
To qualify for the Amazon Influencer Program, you need to have an active YouTube, Instagram, or Facebook account with around 20 thousand followers. You also need to engage with your viewers and post content that is relevant to products being sold on Amazon. Once you are approved, there are no monthly fees.
13 Million for Web 3 Virtual Creator Platform
ZTX has secured $13 million in seed funding to advance its Web3 virtual world and creator platform. This funding underscores the potential investors see in ZTX within the web3 domain. A major strength for ZTX is its Web2 enterprise, Zepeto, boasting over 400 million users and ranking fourth globally in metaverse platforms, behind only Roblox, Fortnite, and Minecraft. Key partnerships for ZTX include renowned names like Gucci, Starbucks, and the K-Pop sensation Blackpink. Jump Crypto spearheaded this funding round with contributions from entities such as Collab+Currency, Parataxis, and MZ Web3 Fund.
ZTX intends to harness its vast user base and collaborations to foster global web3 technology adoption. The ZTX workforce consists of experienced individuals from major companies and web3 spaces. With a token launch on the horizon, ZTX emphasizes its dedication to offering creators an infrastructure layer. Highlighting the company's potential, partners applaud ZTX for its innovative approach in merging digital asset creation and trading with web3 technology. Founded in 2022, ZTX represents a union between Jump Crypto and Zepeto. The firm has recently introduced a beta version of Playtest, a 3D open-world platform, and is set to unveil its Genesis Home Mint, which offers unique 3D District Homes with special privileges for holders.
Snapchat to introduce generative AI feature 'Dreams'
Snapchat unveiled its plans to launch a new generative AI feature named ‘Dreams’. Aimed at enhancing user interaction, this innovative tool will allow users to place their selfies against AI-generated backgrounds, adding a layer of imagination to their content. As Steve Moser, an app researcher and developer, details, these backgrounds will depict "fantastical places and scenarios." For optimal results, the feature necessitates clear selfies, free from obstructions or other individuals. Diverse angles, expressions, and lighting conditions would elevate the AI-produced photos.
Looking beyond individual usage, Snapchat is also engineering a collaborative function, 'Dreams with Friends', permitting friends to co-create in these AI-crafted scenes. Strategically placed between Camera Roll and Stories, this addition signifies Snapchat's aspiration to amplify its footprint in the generative AI domain. Furthermore, the company eyes potential monetization opportunities for this feature, aligning with its existing AI endeavors like the chatbot My AI.
YouTube launches Music AI Incubator by collaborating with Universal Music
YouTube is partnering with Universal Music Group to launch a Music AI Incubator. The program will explore how generative AI can be used to create new forms of music, while also protecting copyright and ensuring that artists are fairly compensated. YouTube will also update its policies on technically manipulated content to reflect the new possibilities created by AI.
The Music AI Incubator is part of YouTube's effort to establish its policy for AI-generated content. The company is working with music labels to develop rules for how music generated using AI is treated on the platform, as well as monetization opportunities for artists and companies.
YouTube CEO Neal Mohan said he is excited about the potential of AI to "supercharge creativity around the world." He believes that AI can be used to create new forms of music that are both innovative and commercially successful.
TikTok challenger backpedals into public arena
In a recent turn of events, Triller, a video-sharing platform known for its celebrity endorsements and live-streamed events, has taken a step back from its previously intended $5 billion reverse merger. Instead, the company has now opted for a direct listing on the New York Stock Exchange. Although the app has attracted major names like Snoop Dogg, Mike Tyson, and Charli D’Amelio, and even boasts of AI integration, there remain significant concerns about its business model and operations.
Introduced in 2015 as a potential competitor to TikTok, Triller has since shifted its strategy. Under the leadership of CEO Mahi de Silva from 2021, the app has leaned more into aiding content creators and brands, such as McDonald's and Walmart, to develop content. This brand-related content was the primary source of Triller's $48 million revenue in 2022. However, it's worth noting that recent acquisitions have propelled much of its new growth. Moreover, the app's ""social reactions"" have seen a drop, with figures halving in the first quarter of 2023 compared to two quarters earlier
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Great Paywalled Content
Creator merch startup Fanjoy has filed for bankruptcy - Insider
Fanjoy, an e-commerce startup specializing in merchandise for online creators, has recently filed for Chapter 11 bankruptcy, as confirmed by an official court filing.
This startup offers a platform for digital creators to design and sell various merchandise items like T-shirts, sweatshirts, and accessories. Some of the notable names associated with Fanjoy include Elyse Myers from TikTok, the Gals on the Go podcast, and the YouTube duo, Kian and JC.
Based on the court filing, the company owes significant sums to a number of its partners. For instance, TikTok's Elyse Myers is owed $86,000, Twitch streamer GeorgeNotFound is due $94,500, and the lifestyle podcast The Toast has $81,184.43 pending from Fanjoy.
Chris Vaccarino, Fanjoy's CEO, expressed the company's intention behind the bankruptcy filing, emphasizing it as a move to restructure and bolster the business. He communicated an optimistic outlook about the future, indicating that the action was taken in alignment with their commitment to support their associated creators.
The Battle to Ban TikTok and the Man at the Center of It - WSJ
Montana's Attorney General, Austin Knudsen, has spearheaded a movement to ban the popular app TikTok, likening it to a Chinese spying threat, a perception intensified by the spotting of a Chinese surveillance balloon in the state. This ban, set to take effect on January 1, prohibits TikTok operations in Montana and prevents app stores from offering it. In response, TikTok has sued Montana, arguing the ban breaches the First Amendment.
The upcoming hearing in Missoula, Montana on October 12, will further explore these claims. Knudsen, who has been cautious about social media and has concerns about China, especially due to Montana's trade connections with Taiwan, is at the center of this national debate. The outcome could set a precedent for other states, potentially reshaping how tech companies are regulated within U.S. borders.
TikTok Shop on Track to Lose More Than $500 Million in U.S. This Year - The Information
TikTok Shop is TikTok's nascent shopping service that is expected to lose more than $500 million in the U.S. this year. The company is heavily investing in TikTok Shop, including hiring, building a delivery network, and subsidizing merchants. TikTok Shop is still in its early stages, but it is growing rapidly. Daily volume in the U.S. has tripled since June to as much as $4 million.
TikTok plans to ban links to outside e-commerce sites, such as Amazon, in an effort to force people to use TikTok Shop if they want to buy something they see on the app. TikTok is also targeting Amazonians, merchants that find popular products and resell them on Amazon's store. TikTok is not yet profitable in the U.S., but the company is betting that TikTok Shop will be a major revenue driver in the future.
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