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- Saks includes online storefronts, influencers in fall campaign
- Can Kate Moss Help Scale an Influencer Brand?
- Twitch Streamer Earns $360m from Online Gaming Streams
- Forget entry-level jobs. These film school grads chose YouTube and TikTok
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Navigate Collaborations with Confidence
At Outloud Talent, we know the ins and outs of the complex influencer world like the back of our hands.
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Great Reads
TikTok job postings point to social features to help it compete with Meta
In a bid to evolve as a comprehensive video-sharing platform, Instagram is reportedly planning to expand its Reels video length limit from the existing three minutes to 10, as indicated by screenshots shared by mobile developer Alessandro Paluzzi. This potential move places Instagram, a Meta-owned entity, in a more direct competition with TikTok, which already permits 10-minute video uploads. Such changes spotlight the evolving dynamics of major social platforms, with TikTok and Instagram frequently mirroring each other's innovations.
Simultaneously, YouTube seeks to capture the short-form video audience, introducing creator tools reminiscent of TikTok. The distinction between Instagram, TikTok, and YouTube, previously known for photos, short videos, and long videos respectively, is increasingly blurring. While Engadget's inquiry to Meta confirmed the authenticity of Paluzzi's images, the company mentioned they showcase an "internal prototype" not under external testing.
On TikTok, sponsored post engagement rates are outpacing YouTube and Instagram
TikTok's branded content is surpassing competitors YouTube and Instagram in engagement rates for sponsored posts, according to a recent report by CreatorIQ. The study examined sponsored posts across various platforms, employing different metrics for each. For instance, on TikTok, engagement rate was determined by combining likes, comments, shares, and saves, and then dividing by the total number of views.
The findings from the survey suggest that TikTok offers the highest engagement for brands, especially among its "megainfluencers," or those with significant follower counts. On Instagram, these influencers, with over a million followers, recorded an average engagement rate of 0.23%. YouTube's influencers in the same category showed a rate of 1.6%. However, on TikTok, the rate was an impressive 5.2%, over three times higher than YouTube.
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Campaign Insights
Nissan’s ‘Heisman House’ campaign with Zillow, Caleb Williams and TikTok influencers
Nissan's long-running Heisman House campaign is getting a fresh twist by partnering with real estate platform Zillow, with a digital component that allows fans to virtually tour the iconic Heisman House. This year's campaign features USC quarterback Caleb Williams, the 2022 Heisman Trophy winner, joining a cast of former Heisman winners like Tim Tebow and Eddie George in humorous ads. What's notable is Nissan's foray into influencer marketing for this campaign. They've enlisted Caleb Simpson, a TikTok and Instagram influencer known for showcasing people's homes, and Jonathan Carson, a TikToker famous for humorous home reviews sourced from Zillow listings.
This strategic move aims to engage younger audiences through social media influencers. Caleb Williams' involvement highlights the changing landscape for college athletes, as he leverages his image and likeness for endorsements. Beyond Nissan, Williams has secured deals with Dr Pepper, appearing in their "Fansville" campaign, which enters its sixth season, incorporating his unique pre-game nail art. Influencer collaborations and a digital Zillow experience are central to Nissan's efforts to keep the Heisman House campaign fresh under its new CMO, Marisstella Marinkovic.
Social media influencers help build a ‘positive, connected basis for radiology’s thriving future’
A recent study published in JACR has unveiled the profile of influential social media figures within the radiology field. Focused primarily on Twitter due to its widespread use in the radiology community, this study used the Right Relevance machine learning service to compute influence scores based on metrics like followers, engagements, and interactions. Notably, the study found that women radiologists constitute 40% of the top 100 influencers on Twitter, a striking figure given that they make up just 25% of the radiologist workforce and 15% of radiology leadership.
This highlights the potential of virtual platforms to promote gender equality and amplify female voices in a traditionally male-dominated field. Other key findings include the dominance of physicians (87%) and individuals based in the United States (93%) in the top quartile of influential figures. The study also revealed the prevalence of backgrounds in neuroradiology, abdominal imaging, and artificial intelligence among influencers.
MrBeast Announces Creator Esports League He’s Not Actually A Part Of
Jimmy "MrBeast" Donaldson has announced the Creator League, an esports tournament involving eight top influencers and their fans competing in various tournaments during the opening season. However, MrBeast is not directly involved in the tournament beyond promoting it and offering giveaways to participants. The Creator League includes prominent influencers, such as Seth "Scump" Abner and Cody "Clix" Conrod, along with personalities from gaming and social media spaces.
Matthew Benson, founder of eFuse, the organization behind the league, explained that they enlisted MrBeast's support to maximize the league's visibility and create a significant impact. The Creator League comprises teams led by these influencers and kicks off with a Fortnite custom map tournament featuring a $50,000 prize pool. The league introduces Community Passes priced at $19.99, granting fans the ability to vote on various aspects of the tournament and access to exclusive content and interactions with creators. While the league's star power is expected to attract viewers, its long-term success may depend on continually enhancing the value of the Community Pass to meet fan expectations.
Saks includes online storefronts, influencers in fall campaign
Saks is embracing curated online shopping as part of its fall 2023 campaign. The luxury e-commerce platform is offering specialized online storefronts under "Saks Curated Shops," catering to various themes and occasions. These curated shops, including personality-focused ones like "Shop by Sign" and "Revenge Dressing," will rotate regularly on both the women's and men's homepages to stay current with trends and offer personalized product recommendations.
Saks is also collaborating with TikTok influencer Christina 'Tinx' Najjar during New York Fashion Week, providing behind-the-scenes content. Additionally, the retailer is expanding its podcast advertising strategy, partnering with popular shows like "Call Her Daddy" and "Scheananigans" to create personalized ads and engage with diverse audiences.
Can Kate Moss Help Scale an Influencer Brand?
Anine Bing, an influencer-founded brand, is diversifying its marketing strategy by featuring Kate Moss in its Fall 2023 campaign. While many influencer-led brands rely heavily on their founders' social media presence, Anine Bing has carefully balanced its approach, using founder Anine Bing's influence without being overly reliant on it. The brand's success stems from this balance, and it frequently appears on Anine Bing's Instagram feed.
Kate Moss will be featured in billboards and wild postings in New York and Shanghai, marking Anine Bing's entry into the Shanghai market. This move is part of the brand's effort to grow beyond its founder's reach and elevate its profile in the fashion industry. Anine Bing, founded in 2012, is known for its wardrobe staples and vintage-inspired sweatshirts, with sales growing consistently year over year. The brand plans to expand its retail presence and maintain its independent trajectory, without actively seeking a buyer.
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Interesting People
Inside RQ Media: Unveiling The Influencer Industry
At RQ Media, the delicate balance between creative freedom and brand guidelines thrives on transparent communication. According to Liam, “We’ve got two customers: the brand that we answer to, but we’ve also got the creators.” Compromises emerge during conflicts, such as payment disputes: “Maybe a creator wants 10,000 for a person. A brand only wants to pay 8,000.” Liam’s approach underscores candid communication. He avoids evasion, stating, “Tiptoeing around problems won’t solve them. Honest communication is key.” He openly shares both positive and negative news, as seen when a campaign falls through: “This brand’s fell through… I was being honest, and it was a shock to me.”
Liam actively shapes collaborative guidelines, proposing, “Guidelines could be more flexible. Give influencers extra creative freedom. A trial period is essential, perhaps a week to test the product.” Respecting creators’ boundaries, he notes, “Some creators might see me romantically. I don’t, but it’s like a relationship.” Liam’s involvement transcends work; he provides personal support to creators: “I donated directly to a friend. It wasn’t agent-manager dynamics. I was just there.” This bond nurtures collaboration, with Liam affirming, “Openness, clear communication, and problem-solving are paramount.”
Twitch Streamer Earns $360m from Online Gaming Streams
Twitch streamer Trainwreck has revealed that he earned a substantial $360 million from gambling streams on the platform, sparking both shock and skepticism within the Twitch community. This announcement comes in the wake of Twitch's recent ban on unregulated gambling sites used by many streamers. Trainwreck claimed that he accumulated this massive sum over 16 months while under contract with the crypto gambling site Stake, during which he broadcasted gambling-related content. Trainwreck's statement raised doubts among viewers, with some questioning the accuracy of his claim and others pondering whether the $360 million figure includes total wagers, losses, or funds held within the gambling site as credit.
This revelation has reignited discussions about the ethics of gambling streams on Twitch, as several prominent streamers have recently expressed concerns about their potential negative impact on viewers, particularly minors who might be exposed to gambling at an impressionable age. The controversy surrounding gambling streams led to Twitch's decision to ban unregulated gambling sites, a move met with mixed reactions among streamers, including Trainwreck himself, who criticized the platform for allowing poker and sports betting content while outlawing casino gaming.
Harriet Ryder And Mauro Gestoso: The Unique Story Of How Two Software Developers Became Full-Time Content Creators
Transitioning their on-the-ground efforts to the online space, Harriet and Mauro ventured into the world of digital connection. They initially started with a newsletter meant to keep their loved ones updated on their farm’s progress. This digital journaling quickly grew into a creative outlet, as they decided to document their land’s transformation through vlogs on a dedicated YouTube channel. “When they arrived in these lands they had the idea of creating a newsletter to keep their family and friends informed from a distance of how the construction process of their farm was going. This ended up leading to the idea of recording the evolution of their land and that’s when they thought it might be more practical to make vlogs and upload them to a YouTube channel.”
However, just like their physical farmstead journey faced unexpected delays, their digital path also hit a snag. The couple’s venture into vlogging coincided with a necessary process of transitioning their YouTube income payments from the UK to a Spanish bank account. This logistical move was intended to streamline tax payments and administration. Unfortunately, the switch triggered a disruption in their YouTube monetization. The AdSense account associated with their YouTube channel needed to be switched, a process that typically takes a few days. During this transition, their channel enters a “limbo” state where their income from ads is turned off. What was anticipated to be a swift transition has stretched into a longer period, due to unforeseen complications.
Lisa Blas, Director Of Talent Partnerships At Neon Rose Agency: Fostering Effective Brand-Influencer Relationships
Lisa explains, “We really live in a fast-paced industry, and we want to ensure that our clients feel comfortable talking to us. We want to make sure that we’re checking in with them and in on their wellbeing and mental health.” Neon Rose coordinators advocate for their talent, securing the best possible deal and ensuring everything fits into their schedule comfortably. This setup prevents rushed work and unnecessary stress.
This close communication also gives the coordinators unique insight into their talents’ lives. For example, if an influencer is planning on having a baby, open communication allows the individual to comfortably share these details with their coordinator, which can open up the door for different partnerships in the future. Lisa also stressed the importance of meeting in person. While emails help, in-person conversations are ideal for fostering more extraordinary relationships.
James Charles and 'canceled' YouTube stars make TikTok comebacks
In the age of internet "cancel culture," several notable YouTube personalities, including James Charles, Tana Mongeau, and Jeffree Star, are demonstrating resilience. After facing significant backlash on YouTube, each has pivoted to different platforms, capitalizing on their pre-existing fame and adapting their content to cater to a new or retained audience. Charles, once embroiled in controversy, now entertains a whopping 38 million followers on TikTok, leveraging the platform's massive reach and collaboration opportunities.
Similarly, Star, originally renowned as a makeup guru on YouTube, has embraced TikTok Live, engaging audiences with real-time interactions and harnessing the platform's shop feature to market directly. Mongeau, shifting from YouTube's shorter video format, found success in the podcast realm with "Cancelled," which candidly addresses her past controversies. These transitions underscore the evolving nature of influencer marketing and platform dynamics. Despite the lasting nature of past misdeeds in the digital age, the adaptability of these influencers showcases the importance of evolution, relevance, and the ever-present value of name recognition in the saturated influencer landscape.
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Industry News
The world of Asian influencer farms: A dystopian reality
Influencer farms,' a recent phenomenon, have sparked widespread curiosity and concern. These training grounds for aspiring influencers have gained attention in 2023, primarily in Asian countries like China, Indonesia, and South Korea. The term 'influencer farm' emerged in 2022, referring to places where influencers collaborate to create online content, with a heavy focus on driving sales, particularly through live-streamed e-commerce. In China, influencer farms address consumers' wariness of counterfeit products by establishing influencers as trusted sources.
The live shopping industry plays a pivotal role, featuring real-time product presentations. These farms often prioritize income, sometimes leading influencers to sacrifice personal lives for continuous live streaming. Western influencer culture, in contrast, emphasizes individualized intimacy, where influencers share personal experiences, fostering one-on-one connections. This contrast reflects differing cultural preferences. The growing disconnect between online and offline lives raises questions about the authenticity of digital relationships in the digital age, prompting contemplation on the impact of social media on genuine human bonds.
TikTok’s ‘Effect House’ AR development platform exits beta
TikTok's "Effect House," an Augmented Reality (AR) development platform designed to enable creators to develop AR effects for videos on the app, has officially moved out of its beta phase. The platform is now available in its 3.0 version, and creators can connect with each other through the official Effect House community on Discord.
This community will provide them with updates on upcoming events, challenges, and networking opportunities. Since the platform's debut a year ago, the AR effects crafted by the Effect House community have been a hit. They have been featured in over 21 billion videos, amassing a whopping 8.6 trillion views worldwide. Additionally, the Effect House Discord community has grown substantially, now boasting over 400,000 members.
What Afripods is doing to grow the podcast market in Africa
Afripods, headquartered in Kenya, is at the forefront of expanding the podcast market in Africa. The platform caters to African creators and audiences, offering essential tools such as editing, hosting, and monetization, while also serving as a podcast player and discovery tool. Established in 2017, Afripods delivers Pan-African content in over 50 languages. Recently, it partnered with over 110 broadcast radio stations to convert their programs into podcasts, tapping into African audiences' familiarity with on-demand radio.
Kevin Y. Brown, Afripods' chief content officer, believes that podcasting's appeal in Africa lies in its low barriers to entry and the opportunity for storytellers to preserve African culture and traditions authentically. Challenges include access to quality equipment, reliable Wi-Fi, and raising awareness about podcasting. However, with Africa's young population increasingly seeking on-demand content, the podcasting industry is poised for growth and collaboration among different countries and cultures.
How concerts have evolved in the age of TikTok and smart phones
The concert experience has undergone a transformation in the age of TikTok and social media. Fans now engage with live music in novel ways, thanks to easy access to concert footage, fan-created content, and highly dedicated online communities. Platforms like TikTok and Instagram have become hubs for sharing concert moments, from viral clips to front-row views. Fans not only document their concert experiences but also immerse themselves in the entire journey, from buying tickets to planning the perfect concert outfit.
K-pop stan culture, in particular, has set new standards for fan engagement at concerts, with fans meticulously filming, analyzing, and sharing every aspect of the performance. While some artists initially resisted phones at concerts, it's now widely accepted that fans will record and share their experiences. Concert livestreams have become an extension of the live event, enabling fans to participate remotely and creating a unique hybrid experience. Fans often learn setlists in advance and use platforms like Setlist.fm to plan their attendance. The prevalence of concert footage on social media has even alleviated anxiety around concert logistics, with fans offering tips on ticket purchasing, phone etiquette, and more. Despite concerns about spoilers, fans believe that the live experience retains its power, offering a sense of community and shared joy that online engagement can't fully replicate.
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Great Paywalled Content
Forget entry-level jobs. These film school grads chose YouTube and TikTok - Los Angeles Times
Recent film school graduates are increasingly opting for social media and platforms like TikTok instead of traditional studio jobs in the entertainment industry. Adrienne Finch, a graduate who chose to build her presence on YouTube and TikTok, now has over a million followers and earns up to $150,000 annually. The social media economy, which has matured significantly, provides an alternative path for aspiring entertainers, even though it comes with challenges like inconsistent pay and work-life balance issues.
Film schools are recognizing this trend and offering courses that cater to the growing interest in social media storytelling. Some students view social media as a stepping stone to traditional Hollywood careers, while others leverage their social media followings to secure industry work. In turn, well-known online creators are landing roles in major films and television shows, creating a two-way bridge between social media and traditional entertainment.
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