|
|
|
|
- How Influencers Helped Riot Games Turn ‘Valorant’ Into a Gen Z Hit
- TikTok and Binge partner to announce inaugural TikTok Awards
- Kerrygold’s masterclass in modern marketing: An all expenses paid trip for butter influencers
- How Shake Shack cooked up its first NIL campaign
|
|
Meet our friends at Tagger, this week’s Influence Weekly takeover sponsor
Step into a realm of unparalleled influencer marketing and social intelligence with Tagger by Sprout Social—the ultimate all-in-one solution. Beyond conventional influencer discovery and deployment tools, Tagger and Sprout seamlessly unite influencer marketing and social media management. Empower your brand to thrive authentically, enhance workflow efficiencies, and measure the full ROI of your social media investments. Join industry leaders worldwide in choosing Tagger as the analytics tool that sets you apart.lutions
|
|
Great Reads
Twitch launches stories for streamers
As part of its offerings ahead of TwitchCon Las Vegas, Twitch has rolled out a stories feature, allowing streamers to maintain connections with their followers even when they're not actively streaming. This feature is available for Partners and Affiliates who have engaged in a stream for at least 45 minutes within the past month. Different from popular platforms like Instagram and Snapchat where stories vanish after 24 hours, Twitch stories have a 48-hour life span. Streamers with a minimum of 30 subscribers can also curate exclusive stories for their subscriber base. Eduardo Fenili, Twitch's senior product manager, emphasized the tool's goal of centralizing streamer-follower interactions on Twitch, instead of scattering them across various social platforms.
Fenili’s statement accentuated the idea that this feature would enhance streamer-audience communication, notifying them about upcoming streams or potential delays. Users can enable push notifications to stay updated on their preferred streamers' stories. Not limited to just textual posts or photos, Twitch streamers can share channel clips, encouraging viewer engagement via Twitch emote reactions. To keep track, streamers can view the count of reactions and views their stories garner. Fenili also pointed out the casual nature of this feature, where streamers can even discuss mundane topics like breakfast cereals to foster community engagement.
Inside The Mind Of Gabe Gordon: Charting The Course Of Influencer Marketing
At the heart of any collaboration is the campaign’s primary goal. Gordon emphasizes that this is always the starting point. “Is the objective primarily awareness? Is it about kindling consideration among audiences, or is it squarely aimed at driving that crucial click, leading to a purchase?”. The process of selecting a creator is not purely data-driven nor entirely instinctive; it’s an intersection of the two. “We delve into their engagement rate, assess the demographics of their audience, and evaluate their organic reach vis-à-vis the cost,” explains Gordon. This analytical evaluation ensures that the collaboration is efficient and aligns with the brand’s specific objectives.
Beyond numbers lies the essence of the creator—their voice, their ethos, and their alignment with the brand’s narrative. “It’s about identifying that genuine advocate, someone who resonates with the brand’s voice,” Gordon states. The ideal creator doesn’t just promote the brand; they embody its values and become an authentic storyteller, adding tangible equity to the brand they endorse. “It’s not always about collaborating with the biggest names out there. We seek the rising stars, those creators poised to make a significant impact in the near future,” he shares. Gordon also taps into authenticity and underscores this sentiment, “Influencers are celebrated for being authentic. And how can one truly radiate authenticity if they’re oscillating between promoting multiple brands within the same niche over a short span?”
|
|
Unleash the Power of Your Marketing Game with the Right Platform
Unlock the secrets to influencer marketing success with Tagger's exclusive expert-powered guide! We've distilled years of industry insights into eight must-ask questions to help you make informed decisions. Whether you're a seasoned pro or just starting, this guide empowers you to maximize ROI and achieve marketing success. Transform your influencer marketing strategy now!
Download our white paper and redefine your digital influence!
|
|
Campaign Insights
Kerrygold’s masterclass in modern marketing: An all expenses paid trip for butter influencers
Kerrygold, Ireland's iconic butter brand and the nation's first billion-euro company, recently demonstrated its innovative approach to influencer marketing. Rather than emulating the usual glitz and glamour associated with most influencer trips, the brand curated an immersive experience, inviting "butter influencers" to a unique, gastronomy-focused journey across Ireland. TikTok influencer, Hailee Catalano, and her peers toured south and southeast Ireland, from Cork City's Butter Museum to the rolling pastures of Waterford.
The trip, far removed from traditional brand excursions, showcased farm-to-fork cooking, cheese tasting, and even a visit to a Kerrygold farm. Commenters on Catalano’s vlogs likened the experience to a "masterclass in modern marketing," with many noting its refreshing departure from typical influencer trips. This initiative underscores the evolving nature of influencer marketing. While many campaigns often blur into a sea of similarity on social platforms, Kerrygold's approach emphasized authenticity, showcasing the brand's roots and the beauty of Ireland. It reminds the influencer marketing industry of the power of genuine experiences over manufactured moments.
Linqia’s Healthcare Creator Network connects influencers with pharma brands
As the influence of healthcare professionals on social media grows, Linqia has launched the Healthcare Creator Network (HCN) to connect vetted healthcare influencers with pharmaceutical brands. Launched this week, the HCN will enlist influencers from esteemed medical professions who are prominent on social platforms. This move comes amid rising health misinformation on platforms like TikTok and YouTube, prompting Linqia to ensure influencers provide quality, brand-safe content.
Keith Bendes, VP of strategy at Linqia, emphasized that social media is becoming a primary health and wellness information source for many consumers. The HCN intends to streamline partnerships between pre-screened health influencers and brands. Besides vetting for content quality, Linqia will also monitor for brand safety, adherence to Federal Trade Commission disclosures, and fair compensation for creators. This initiative seeks to elevate authoritative health voices in an influencer-dominated social media landscape.
True Religion eyes more partnerships, influencers under first CMO
True Religion is undergoing a significant marketing overhaul under the leadership of its new CMO, Kristen D’Arcy. The brand is integrating a digital-first approach, ramping up its influencer program, and aiming for significant growth in its online sales. D’Arcy emphasizes the importance of unique platform-tailored content and data-driven strategies as the brand navigates the evolving retail landscape. As the brand pushes forward, it seeks not only to retain its existing customer base but to appeal to newer, younger audiences globally.
How Shake Shack cooked up its first NIL campaign
For the first time, Shake Shack is delving into the NIL (Name, Image, and Likeness) campaign, aiming to collaborate with 75 college athletes by next spring. Since the authorization of sponsorship deals with student athletes, brands have been diving in at varying paces. Shake Shack, after meticulous research, has introduced its campaign, “Stand for Something Good”. This will span eight months, covering both football and basketball seasons, featuring athletes from 10 diverse colleges.
The campaign's core is to spotlight athletes’ societal contributions, allowing them to nominate charities for Shake Shack donations. The athletes will host a donation day at their local Shake Shack, with 25% of sales (from orders mentioning the donation day or using a digital code) channelled to the chosen charities. Participants in the campaign are chosen based on their community engagement, team participation, past charity work, and a genuine affection for Shake Shack. Shake Shack's campaign aims to gain insights while monitoring social engagement, public sentiment, and media coverage. Positive outcomes may pave the way for more similar initiatives.
TikTok scores sizable Disney deal including a content hub and publisher partnership
TikTok has inked a significant partnership with Disney, integrating the entertainment giant as a premium publishing partner for its novel ad product, Pulse Premiere. The collaboration, a part of Disney's centennial celebrations, entails the creation of a distinctive content hub on TikTok for Disney aficionados. This hub will be a reservoir of Disney-branded content, allowing users to view videos, concoct their own, participate in Disney-centric trivia, and amass "Character Cards" of favored Disney personalities.
Designated as a "first-of-its-kind", this partnership might set a precedent for TikTok's forthcoming brand collaborations. The strategic move aims to leverage TikTok's expansive reach, which has accumulated over 240 billion views for Disney's assortment of brands. The content-rich Disney initiative on TikTok will span four weeks, kick-starting on October 16, spread across 24 global regions. This initiative will showcase content from diverse Disney franchises, including Pixar, Marvel, Star Wars, and others.
How Major League Baseball's updated content and influencer strategy is pivotal in garnering interest for the World Series
As Major League Baseball (MLB) readies for the World Series, it's significantly shifting its content and influencer marketing strategies. Aimed at reaching a wider, more diverse audience, the league is collaborating with social media influencers under its program called "the Creator Class," said MLB CMO, Karin Timpone. This approach is designed to tap influencers with vast audiences to share their unique baseball experiences.
MLB will collaborate with 12 influencers across sectors like fashion, tech, gaming, and travel, aiming to amplify the World Series' presence. A particular emphasis is being placed on content that resonates with Gen Z, especially on TikTok. MLB’s Gregg Klayman, SVP of Product and Content Strategy, notes the goal to make viewers feel "in the midst of the action" and avoid lengthy TV-like content. The league is also focusing on human-interest content, highlighting players' lives off the pitch.
|
|
Elevate Your Marketing Strategy with Data-Powered Insights
Uncover the full potential of your marketing decisions with Tagger by Sprout Social, the leading influencer marketing and social intelligence solution. Tap into the power of social media intelligence, precise campaign measurement, and strategic insights to propel your brand to new heights. Dive into the world of Tagger, where billions of social conversations are effortlessly tracked, delivering actionable insights that fuel unprecedented success in influencer and creator campaigns. Revolutionize your approach with Tagger's data-powered platform for marketing excellence!
Learn More
|
|
Interesting People
Inside a TikTok Talent Factory for Misfit Stars
ARTISTS HAVE A reputation for struggling with the mundane aspects of life, which is partly why managers exist. One evening at the Playa Vista WeWork, for example, I listened in as Magana and Alvarado tried to explain the basics of personal finance to an important client in Texas. One of six siblings who’d been raised by a single mother, the client had earned a windfall of around $400,000 after going viral in 2021. Absolutely bewildered by the concept of taxes, he’d brought his 1099s to the nearest outpost of a national accounting chain to seek help. The advice he received there had cost him tens of thousands of dollars. Alvarado, the most financially prudent of the 25/7 founders, promised to set up the client with a limited liability corporation and automatically deduct taxes from his revenue-sharing and royalty payments.
The client was also about to fly for the first time ever, to perform at a club in Los Angeles, and he had no idea how to handle the logistics of air travel. Magana assured him that he’d be allowed to check his massive canvas duffel bag, and that he could safely stow his carry-on in the overhead bin. Many of 25/7 Media’s clients are ill at ease in the world for poignant reasons. As reflected in the inward-looking content they produce, these young artists see themselves as largely defined by their battles with anxiety and depression. “I am going to stop hyper-fixating on my mental illness,” Emma Langevin intones in one of her most moving TikToks. “And I will not make jokes about it that make the normal people I hang out with uncomfortable.” These mental health issues were compounded by the chaos of the pandemic, an event that Magana refers to, perhaps a bit curiously, as “our generation’s Korean War.”
Sierra Hunter Pierce: From Virality To A Viable Career
Sierra has carved out a unique niche by fostering an environment of mutual growth and evolution with her audience. “We’re growing up together,” she notes, underlining the synchronicity between her life’s milestones and those of her followers. This journey isn’t a solo endeavor but a communal experience, evolving and adapting through various life stages. Beyond just maintaining audience engagement, Sierra has successfully nurtured a space where followers connect not only with her but also with each other.
Her weekly ritual of sharing “You’re going to be fine this week” videos acts as a touchpoint, eliciting personal sharings from followers about their upcoming life events, whether they’re as commonplace as a job interview or as monumental as giving birth. What’s remarkable about this interaction isn’t just the outpouring of personal stories but the cascade of support that follows. Sierra’s platform isn’t just a space for her own storytelling; it’s a haven where followers rally for each other, offering words of encouragement like “Good luck,” “I’m excited for you,” or the heartwarmingly familiar, “I’m on your side.”
Logan Paul tops Dillon Danis, Tommy Fury beats KSI in England
In a notable exhibition boxing event in Manchester, England, social media mogul Logan Paul clinched victory over Dillon Danis through a disqualification in their sixth round. The bout took a tumultuous turn when Danis, a jiu-jitsu champion, was penalized for two attempted takedowns on Paul. Subsequently, security intervention was required to maintain order. This matchup served as a precursor to the main event where Tommy Fury defeated KSI in a six-round cruiserweight bout. The event further emphasizes the growing intersection of social media influencers, such as Logan Paul and KSI, venturing into professional sports, showcasing the amplified commercial potential and expanding audiences in the influencer marketing realm.
Alix Earle Hot Mess podcast: How Joe Rogan got unseated by a 22-year-old
In a surprising twist to Spotify’s podcast charts, Joe Rogan's long-standing reign was briefly interrupted by Alix Earle, a 22-year-old undergraduate from the University of Miami. Despite her podcast, "Hot Mess", not being notably distinctive, it rapidly escalated to No. 1, even surpassing established contenders like The New York Times’ The Daily and NPR News Now. Earle, who engages her audience with tales of her privileged college life, isn’t a traditional celebrity by any measure.
Rather, her narrative is built around the relatability and charm she exudes, a sentiment echoed by her robust 6 million TikTok followers and 3 million on Instagram. While her rapid ascent on Spotify's charts may be linked to her affiliation with the influential Unwell Network and its flagship "Call Her Daddy", hosted by Alex Cooper, the mechanics of her sudden fame remain elusive. Industry experts caution against equating chart placement with genuine popularity, suggesting a watchful eye on Earle's sustained position over time. Her trajectory, a blend of strategic vulnerability and affiliations, is emblematic of the evolving landscape of influencer-driven celebrity.
|
|
Industry News
TikTok and Binge partner to announce inaugural TikTok Awards
TikTok is rebranding its annual awards, introducing the TikTok Awards, through a first-time collaboration with streaming service Binge. Scheduled for December 6 at Sydney's Hordern Pavilion, the ceremony will spotlight the platform's leading creators and most viral trends of 2023. This strategic alliance marks a merging of platforms, with TikTok recognized for its short-form videos and Binge hosting renowned long-form TV series and films. Binge will stream the event, integrating its own talent. .
Notably, Tony Armstrong, award-winning host, will reprise his role, joined by media figures like Abbie Chatfield and 2022's TikTok Creator of the Year, Kat Clark. The event promises captivating music acts and international guests. This union signifies TikTok's intent to broaden its audience and Binge's aim to cater to its rapidly expanding user base by celebrating the Australian TikTok community.
Patreon Acquires Livestreaming Platform Moment in Push for Non-Subscription Offerings
In a strategic move to amplify consumer engagement and cater to creators, Patreon, a renowned monetization platform, has acquired Moment, a company known for livestreaming events. This decision aligns with Patreon's aim to evolve beyond traditional membership frameworks. Moment has successfully showcased events from prominent personalities such as Justin Bieber. Patreon's acquisition is timely, considering the recent unveiling of its upgraded brand, mobile application, and a range of tools for creators.
The emphasis has shifted towards allowing creators to monetize single videos, audios, and other content beyond the confines of subscriptions. This progression follows the challenges Patreon faced with creator payments and its economic hardships in the past year. Amid a backdrop of dwindling consumer interest in adding new subscriptions, the acquisition suggests Patreon's foresight in diversifying revenue streams, aligning with changing consumer preferences.
Adomni Partners with TikTok to Extend the Platform's Advertising ‘Out of Phone’
Global platform Adomni has partnered with TikTok to amplify the latter's 'Out of Phone' advertising offering, allowing TikTok brands to broadcast their content on over 800,000 real-world, video-enabled screens. These include large LED screens, mall displays, and gym screens, among others. Brands will benefit from increased touchpoints along the consumer journey, enhancing their reach and impact.
Notably, skincare brand CeraVe was among the early adopters, projecting their TikTok ads in Times Square, connecting with both current and potential consumers. This alliance also presents a significant opportunity for TikTok creators, as their campaigns can be displayed on a multitude of screens beyond the mobile platform, marrying digital and physical advertising landscapes.
YouTube debuts new playback controls and creator-focused features
YouTube introduces a suite of mobile-centric features to bolster playback, song search, and offer tools for content creators. A noteworthy update allows users to enhance playback speed by tapping and holding on the player. Another innovative feature lets users locate songs by humming, singing, or playing the melody. Google, YouTube's parent company, is launching "stable volume" to minimize sudden volume fluctuations and has made video descriptions more accessible on smart TVs.
Moreover, YouTube consolidates its Library and account page under the new "You" tab for a streamlined experience. Acknowledging the frequent "like and subscribe" prompts by creators, YouTube will now visually highlight these buttons in real-time as they're mentioned in videos. Furthermore, to elevate creator-audience engagement, the platform will continuously rotate top comments and unveil an animation displaying live video count updates for new videos' initial 24 hours. These changes underscore YouTube's pivot back to improving playback and search capabilities after months of emphasizing AI-driven and short video features.
Snap helps brands streamline creator partnerships with new solutions
Snapchat has rolled out "Creator Collab Campaigns," a series of ad tools designed to foster a more streamlined collaboration between brands and the platform's creator community. Integral to this suite is the Creator Discovery API, which facilitates the easy identification of available creators. The suite also provides an avenue for brands to embed branded content within creator-centric stories.
Moreover, the introduction of a Paid Partnership Tag will simplify the process for creators to label content as a sponsored promotion. Collaborating with the new API are notable partners such as Captiv8, CreatorIQ, and Whalar. This development emerges at a challenging time for Snap, with the parent company grappling with a revenue decline and increased competition. Snapchat's latest tools, which include the ability for creators to tag businesses in their posts and brands to approve these partnerships, underscore the platform's commitment to bolstering its advertising capabilities and underscoring the critical role of creators.
|
|
Influence Weekly Reaches over 24,000 Subscribers Each week
🌟Stand out in the influencer marketing crowd
Looking to make a splash in the influencer marketing space? Our weekly newsletter is the perfect platform to get your brand in front of thousands of industry professionals. From e-commerce brands to agencies to marketers, our audience is highly engaged and eager to learn about the latest news and best practices in the space. With only a limited number of sponsorship slots available for the rest of the year, now is the time to make your mark. Learn more about our sponsorship opportunities here!
Check Out Our Media Kit
|
|
Thank You To Our Title Sponsors
|
|
Registration Required
Great Paywalled Content
The Landlords of Social Media Seem Happy to Play the Villain - NY Times
On platforms like TikTok, landlords have taken to boasting about their stern approaches to property management, with some highlighting evictions of vulnerable tenants as part of their business strategy. One such landlord, Tom Cruz, went viral explaining his justifications for evicting tenants, including a single mother, citing respect in the housing market. His videos present a world where the housing market is a competitive game and that he, owning over 650 homes, plays to win.
Beyond Cruz, other social media accounts display property damages from evictions and underscore why rents remain high. Historically, landlords have been portrayed negatively, especially as extractors from the economically disadvantaged. However, these online landlord influencers seem to wear this villain badge with pride. They frame their hard-nosed tactics as an inevitable reality in the real estate world. Some see this behavior as an attempt to gain respect in a market that's growing more challenging for the average person. These landlords position themselves as the savvier players in this game, offering viewers a path to emulate their success.
Kendra Scott and Nasreen Shahi Collab on Breast Cancer Collection – WWD
In observance of Breast Cancer Awareness Month, jewelry brand Kendra Scott collaborates with Austin-based influencer Nasreen Shahi for a limited-edition collection. Shahi, a breast cancer survivor, imbued the collection with personal touches, taking inspiration from her mother's immigrant journey and her Pakistani and Afghan heritage. Notably, the designs incorporate the "eye of protection," symbolizing strength, positivity, and warding off negativity.
Opting for versatility, the collection eschews the customary pink hue associated with breast cancer awareness, aiming for a more adaptable style. Every item sold contributes to the Breast Cancer Research Foundation (BCRF), with Kendra Scott pledging 20% of every purchase and committing a minimum of $250,000 to BCRF and The Pink Agenda. Priced between $55 to $80, the collection is available online and in-store.
Top Amazon Live Influencers, According to New Data Analysis - Insider
Amazon Live, Amazon's livestreaming platform, provides influencers with tools to earn commission from sales. Amazon utilizes this platform, particularly during events like Prime Day, to leverage its influencer network for product promotion and sales. The platform, introduced in 2019, covers multiple content genres, including fashion, home, beauty, and tech, and compensates creators via a commission model when shoppers purchase items through their custom links.
Despite facing challenges in gaining consistent viewer traction, several creators have flourished on the platform. Tamara Bradshaw, for example, revealed she has generated a six-figure income via livestreaming on Amazon Live. Recently, influencer-marketing agency Captiv8 conducted an analysis to identify the leading figures on Amazon Live. The analysis took into account metrics such as total followers across platforms, daily engagement rate, and Amazon audience brand affinity.
How Influencers Helped Riot Games Turn ‘Valorant’ Into a Gen Z Hit - Bloomberg
Riot Games' first-person shooter, "Valorant," has quickly cemented its reputation as a Gen Z favorite since its release in June 2020, primarily aided by influencer marketing. The game, which intricately balances technical gameplay with a contemporary, streetwear-inspired aesthetic, faced an uncertain debut during the pandemic. Initially planned as a posh Barcelona event to engage influencers, Riot Games pivoted to an online presentation via Discord. The decision proved monumental, as influencers' enthusiasm showcased the game's potential.
This validation translated into immense popularity during lockdowns, with 10 million downloads in the first month alone. As of 2021, the monthly player log was 14 million. While shooters remain a staple in gaming, Valorant stands out with its cross-cultural, high-fashion energy, resonating profoundly with a Gen Z audience that represents 70% of its players. Additionally, Riot Games' unique business model emphasizes in-game cosmetic sales, driving revenues that allow continued free gameplay. The active involvement and feedback from influencers have further embedded Valorant in pop culture, pushing its boundaries into the mainstream.
How Danielle Bernstein’s WeWoreWhat Broke the Influencer Brand Curse - BoF
Danielle Bernstein, an influential early fashion blogger, encountered a significant setback in 2020 following allegations of replicating designs from smaller designers. These accusations, which Bernstein has consistently denied, overshadowed her collection with Macy's and intensified her online scrutiny. Despite the controversies, WeWoreWhat, co-owned with Onia founders Carl Cunow and Nathan Romano, reported $30 million in sales in 2022.
Bernstein aims to achieve up to $40 million in 2023 and will launch her first pop-up store in New York's NoHo neighborhood. She also plans to introduce handbags and shoes to the brand's collection. Experts note that not many influencer-founded brands survive controversies, but Bernstein's careful and strategic approach, combined with her loyal consumer base, has been pivotal. As many influencer brands face challenges, Bernstein's resilience and adaptability provide valuable insights for influencer marketing professionals.
|
|
💬 Become an Influence Insider
This is your link to share Influence Weekly with colleagues: https://sparklp.co/8323887e
If you refer 3 people to start reading this newsletter you'll get an invite to a Telegram group for Influence Insiders.
If you have the swipe up feature on IG stories, share this link
https://sparklp.co/8323887e
|
|
|
|
|
|
|
|
