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- How Influencers Dodged the Destruction in Creator Startups
- MrBeast Talent Firm Night Adds Twitch Streamer Kai Cenat to Roster
- Twitch competitor Kick is dividing the internet's top streamers
- From Chipotle to Bama Rush: Turning TikTok trends into real-world activations
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Great Reads
A new creator’s guild aims to protect online content creators
The Creators Guild of America (CGA) has been launched to support online content creators in the ever-changing landscape of social media, where creators often struggle for fair pay and ownership of their content without institutional support. Although the CGA is not a labor union and does not authorize strikes or collective bargaining, it offers benefits similar to unions, such as networking events and advocating for fair pay with brands and studios.
The CGA is open to various professionals in the creator economy, from influencers to photographers and designers. Membership costs $99 per year and has specific eligibility requirements based on the type of digital creator. Members will receive accreditation for their work, published in a public database of authenticated member projects, which is crucial for establishing themselves as industry professionals. The CGA also offers a free "Associate" tier with access to newsletters and certain networking events for those who do not meet the eligibility requirements. This initiative is part of a broader movement to organize creators and establish industry standards, following the footsteps of other organizations like SAG-AFTRA and the Creator Project.
X, formerly known as Twitter, resumes hiring for brand partnership roles
X, the company formerly known as Twitter, has started hiring for brand partnership roles as part of an effort to bring advertisers back to the platform. Several open positions, including creative specialist, strategist, associate strategist, and program coordinator, have been listed by current employees on LinkedIn. These positions are part of the X Next and X Next Lab teams, which are responsible for producing creative marketing executions and innovative ideas for advertisers, respectively.
This move comes after a significant decline in ad sales and a tumultuous leadership transition following the acquisition of Twitter by Elon Musk in October 2022. Despite introducing brand safety efforts, new sensitivity controls, and an ad revenue sharing program for creators, X is still facing skepticism from brands and advertisers, many of whom have suspended advertising or are taking a "wait and see" approach due to concerns about the platform's future direction. X did not respond to requests for comment.
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Campaign Insights
RoC Skincare names Gravity Road its TikTok agency of record—inside the growing trend
RoC Skincare has teamed up with Gravity Road, establishing the agency as its TikTok creator campaign lead and solidifying its role as the skincare brand's TikTok agency of record. This shift reflects RoC's strategic move towards intensified influencer and social marketing on the dynamic platform. Gravity Road, under The Brandtech Group, will oversee RoC's TikTok campaigns with a focus on engaging Gen Z audiences.
Hillary Hutcheson, RoC's CMO, noted TikTok's organic traction as the impetus for the agency partnership. The recent collaboration between RoC and Gravity Road introduced a refreshed influencer-centered approach earlier this year. The joint campaign, #BeARoc, features beauty influencers advocating for RoC products. Notably, the TikTok initiative has driven a 48% increase in website traffic. Amidst differing views on the sustainability of specialized TikTok agencies, industry consensus highlights the significance of harmonizing content with the platform's essence for enduring success in an ever-evolving social media landscape.
Twitch competitor Kick is dividing the internet's top streamers
Kick, a new streaming platform backed by gambling industry figures, is dividing the online streaming community by attracting top talent from Amazon's Twitch, despite criticism over its gambling ties. Kick offers a 95/5 revenue split, compared to Twitch's 50/50 or 70/30 splits, leading high-profile streamers like Félix “xQc” Lengyel and Kaitlyn “Amouranth” Siragusa to leave Twitch for lucrative Kick contracts.
Kick's ties to the gambling industry and the presence of gambling content have raised concerns about the platform's transparency and potential risks. Twitch banned some gambling content last year amid boycott threats. Dr. Timothy Fong of the UCLA Gambling Studies Program and popular streamer Hasan “Hasanabi” Piker expressed concerns about the impact of gambling content on audiences. Kick created a toggle feature to remove gambling content, but critics argue that individual creators should not be held responsible for business model decisions. Despite the controversy, many streamers are leaving Twitch for Kick, attracted by its more favorable revenue split and creator-friendly policies.
From Chipotle to Bama Rush: Turning TikTok trends into real-world activations
Brands are leveraging TikTok trends by transforming them into real-world activations, which necessitates swift responses, autonomy for creators, and a robust brand identity. Chipotle, for example, quickly turned the "Fajita Quesadilla Hack" and "Keithadilla," created by TikTokers Alexis Frost and Keith Lee, into official menu items, resulting in millions of engagements and impressions on TikTok. Tim Sovay of CreatorIQ highlighted the importance of allowing creators to create without excessive editorial interference from brands to maintain authenticity. Additionally, Kendra Scott transformed TikTok momentum during the Bama Rush event into a campus influencer ambassador program, the Gem Campus Ambassador program.
CMO Michelle Peterson attributed the success to the brand's strong identity surrounding fashion, philanthropy, and family, which enabled rapid social activations. Lastly, Dunkin’ capitalized on a TikTok trend by making "The Charli," a drink ordered by TikToker Charli D’Amelio, an official menu item. Dunkin’ closely monitored the trend and trusted that TikTok trends could translate into the real world. In all instances, the ability to act swiftly, grant creators autonomy, and maintain a strong brand identity were crucial for successfully transforming TikTok trends into real-world activations.
Seahorse company unveils influencer, Ibekwe as brand ambassador
Seahorse Lubricant Industries Ltd has introduced prominent influencer Darlington Chidera Ibekwe as its brand ambassador. The CEO of Seahorse Industries, Ebuka Onunkwo, made the announcement at the company's Ozubulu Anambra State headquarters.
Seahorse, an indigenous manufacturer of lubricant oil, has gained prominence since its establishment in 2017, producing products such as Full Synthetic Motor Oil and Diesel Engine Oil. The company has earned accolades, including "Best Manual Transmission Fluid 2018" and "Emerging Brand of the Year 2021." CEO Onunkwo expressed optimism that the collaboration with Ibekwe will enhance Seahorse's brand presence in Nigeria, reflecting the company's commitment to growth and innovation.
How Aerie keeps its creators real in a world of filters
Aerie, a retailer committed to unfiltered beauty and body positivity, has successfully utilized influencer marketing and user-generated content (UGC) as part of its #AerieREAL campaign. The campaign, initiated in 2014, features a diverse set of brand ambassadors, including gymnast Aly Raisman and influencer Remi Bader. Stacey McCormick, CMO of Aerie, explained that body acceptance and lack of retouching are key factors in selecting influencers to work with. McCormick and her team use various methods to find influencers who share Aerie's beliefs, from scrolling through #AerieREAL posts to collaborating with PR and social influencer agencies. Aerie advises creators not to use filters when creating sponsored content but does not enforce this rule for UGC.
Despite this, McCormick noted that UGC, which their customer base prefers, comprises a significant portion of Aerie's marketing spend. Hosting events and challenges, as well as featuring #AerieREAL posts on the brand's website and product pages, encourages the community to generate organic content. McCormick highlighted that this approach has been very effective, turning many people onto the brand and contributing to a 12% year-over-year revenue growth in Q1 2023.
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Interesting People
The D’Amelios Go From TikTok to Their Own Family Business
Charli and Dixie D’Amelio, propelled to fame through TikTok, are embracing a new chapter by establishing their family business. With a combined 200 million followers on TikTok, they're leveraging their Gen Z fanbase for influencer contracts and endorsement deals. Now, together with their parents, Marc and Heidi, they're venturing into entrepreneurship with D’Amelio Brands.
This enterprise, supported by investors like Michael Rubin of Fanatics Inc. and Eddy Cue of Apple Inc., launched its debut line of footwear in May. Their aspirations extend into the food sector, utilizing recent financing to introduce an upcoming line of snacks. The family's numerous endorsement deals often incorporate equity in partner companies, a trend in celebrity collaborations. For Charli, 19, the journey from a TikTok teen sensation to a well-known public figure comes with an incomprehensible yet impactful fame.
Behind The Scenes With First Wave Social Creators: Brianna And Cass On Collaboration And Content
Brianna Thompson and Cass Vieira, creators at First Wave Social, emphasize authenticity, strategic alignment, and a creator-led ethos. Brianna is a versatile creator involved in administration, partnership management, and leading the social strategy team. Cass, a multi-faceted content creator and influencer, collaborates with brands to develop concepts and briefs for ads. First Wave Social, sponsored by Brands Meet Creators, unites 15 industry professionals to produce assets for DTC brands. The event focuses on creating content optimized for paid media strategies. Cass explains that DTC brands have access to raw footage, which is a great asset for the holiday season.
The 15 creators, from different parts of North America, have not all met in person, but collaboration is key to the event's success. Initially, there was consideration for an educational aspect, but due to the short timeframe, the focus shifted to content creation. Nevertheless, education remains a priority for future events. The selected creators are experienced and knowledgeable to ensure conversions for participating clients. First Wave Social originated from a Twitter group chat of the first wave of creators engaging in User-Generated Content (UGC). Maintaining authenticity and genuineness is paramount to First Wave Social. Cass emphasizes that their mission is to give brands assets that they can use for a long time because of their genuine and authentic nature.
Ty Bridgewater: From Ice Coffee Reviews To One Of The Biggest Foodies On Tiktok
Ty Bridgewater, a Canadian influencer and content creator, has gained popularity on TikTok for his humorous and sarcastic food review videos. Outside of social media, Ty enjoys a healthy lifestyle, practicing jujitsu, and spending time with friends. He started his TikTok account during the lockdown period for fun and never had the initial goal of becoming an influencer.
However, as he gained popularity and saw the advantages of being an influencer, he began to take his career more seriously. Ty emphasizes the importance of being authentic and true to oneself when creating content. He doesn't put on a fake personality online and advises aspiring creators to be authentic and execute their ideas without overthinking. Ty also shares some of his signature scenes that make his content memorable, such as starting reviews with popular phrases, keeping sips and bites quick and healthy, and giving rushed ratings at the end of his videos.
Viral Pink Sauce Creator Launches GoFundMe For $100K Goal
Veronica Shaw, the TikTok creator behind the viral Pink Sauce, alleges that sauce company Dave's Gourmet hasn't paid her after taking her creation to Walmart stores. Shaw's GoFundMe campaign seeks $100,000 due to financial struggles caused by alleged non-payment. She accuses the company of breaking their agreement and not reimbursing her for marketing expenses. Dave's Gourmet denies these claims, asserting they've paid her over $120,000 as per their contract and offered to clarify terms with her legal representative. The Pink Sauce, previously controversial for lacking FDA approval and exploding bottles, gained immense attention. Despite a successful Walmart launch earlier this year, this dispute now raises questions about contractual obligations.
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Industry News
Meta rolls out new search tool to track branded content campaigns
Meta has unveiled a “Search Branded Content” feature in its Ads Library, allowing users to gain insights into competitor strategies, creator-business relationships, and campaign frequency. The tool enables filtering by platform, date range, and username to uncover ongoing campaigns and brand collaborations involving specific influencers and brands.
This development aims to enhance transparency around branded content campaigns amid the implementation of the European Union's Digital Services Act, which mandates large platforms with over 45 million regional users to create safer digital spaces. Meta commented that the tool, which also includes a paid partnership label on content, is for anyone wanting to see content from a creator who has collaborated with a business. This move is part of Meta's efforts to provide more transparency about paid partnerships on Facebook and Instagram, which is crucial for brands to make informed decisions regarding partnership choices.
MrBeast Talent Firm Night Adds Twitch Streamer Kai Cenat to Roster
Night, a talent management company known for representing MrBeast, has acquired LFM Management, a prominent content creator management firm. This move adds LFM's creators, including Twitch star Kai Cenat, to Night's roster. Cenat's recent PS5 giveaway event in New York City led to an unexpected riot. John Nelson, LFM's founder, joins Night as VP of Talent to continue advocating for new clients.
Despite Cenat's Twitch subscriber count dropping from 300,000 to under 70,000, his influence remains. The acquisition also brings in talents like FGTeeV and Deshae Frost. Reed Duchscher, Night's CEO, expresses excitement about expanding support for internet stars and offering enhanced resources. Founded in 2015 by Reed Duchscher, Night represents 60+ internet creators generating over 5 billion views on platforms like YouTube and Twitch. This acquisition amplifies Night's dedication to nurturing content creation.
TikTok forces creators to use TikTok Shop by removing all competition on the app
TikTok is set to discontinue its Storefront feature globally, redirecting creators to its new TikTok Shop, effective from September 12. Launched in collaboration with Shopify in 2021, Storefront allowed creators to link products that audiences could view and purchase from a tab on the creator's profile. With the transition to TikTok Shop, purchases can be made directly within the app, an experience TikTok claims lowers dropoff rates and converts viewers into loyal customers faster.
TikTok Shop also includes shoppable in-feed videos, live shopping sessions, and comprehensive store performance analytics. This move, part of TikTok's strategy to raise revenue and curtail losses, follows a report by The Information indicating that TikTok Shop is expected to incur over $500 million in losses in the US this year. TikTok also plans to ban external e-commerce links, such as Amazon Storefront links that creators commonly include in their bios.
Influencer Marketing Agency Born Bred Talent Names Stephanie Scicchitano As GM
Influencer marketing agency Born Bred Talent has appointed Stephanie Scicchitano as its new General Manager. Scicchitano brings with her nearly eight years of experience in PR and communications and over 12 years in talent and social media management, having worked with large agencies like Red Havas and Eleven. In her new role, she will report directly to the Founder and CEO, Clare Winterbourn, and lead the agency's strategic direction, aiming to drive growth and innovation in the influencer marketing landscape.
Winterbourn expressed her excitement about the appointment, noting Scicchitano's exceptional track record, industry knowledge, and strategic mindset. As the influencer marketing landscape continues to evolve, Scicchitano's appointment marks a new era of strategic leadership, innovation, and growth for Born Bred Talent.
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Great Paywalled Content
How Influencers Dodged the Destruction in Creator Startups — The Information
TikTok is discontinuing third-party commerce linking features and pushing transactions to its native platform, TikTok Shop, a move aimed at raising revenue amidst expected losses in the US. Meanwhile, despite the bleak outlook for startups serving influencers, the creator economy is holding up well. Creators are proving to be adaptable to changing market conditions, running lean operations, and quickly changing strategies when necessary.
This adaptability, combined with a forecasted 14% rise in influencer marketing in the US, is seen as a positive sign for the creator economy, even as traditional advertising is predicted to collapse in the next decade. However, some influencers are experiencing less engagement, a summer audience slump, and increased competition, leading to financial pressures and strategic reevaluation. Overall, the online creator economy is experiencing significant changes, with a move towards in-app shopping, resilient and adaptable creators, and the continued growth of influencer marketing despite economic challenges and changing audience dynamics.
Inside Threads’ first month of influencer brand deals and what’s next - Ad Age
Adam Rose, a comedian, actor, and writer, was the first content creator to share a sponsored post on Meta-owned platform Threads, partnering with Hulu to promote its “Futurama” reboot and later with VPN service Surfshark. Despite the rapid decline of active users on Threads, 90% of 600 creators surveyed by Fohr expressed eagerness to extend their sponsored work to the platform. However, few brands are currently interested in developing a Threads-specific influencer marketing strategy, according to Krishna Subramanian of Captiv8.
Despite this, some creators, like luxury lifestyle influencer Loreen Hwang and food and travel influencer Rachel Samson, have found success with brand partnerships on Threads. Yet, some creators, like Cristy Stewart-Harfmann, are skeptical about investing time on the platform, which competes with other emerging platforms like TikTok’s sister app Lemon8. Brands like Bluestone Lane have also held off on developing an influencer marketing strategy for Threads, instead focusing on established platforms like Instagram and TikTok. Despite the uncertainty surrounding Threads, many creators and brands recognize the potential payoff of investing early in emerging platforms.
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