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- College offers new program in social media content creation
- TikTok is testing 15-minute uploads with select users
- Shein has California on its mind as online retailer taps QR codes for pop-up in Forever 21 store
- How Amazon and TikTok are expanding the reach of creator ads with programmatic
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Great Reads
How Amazon and TikTok are expanding the reach of creator ads with programmatic
Amazon and TikTok are expanding the reach of influencer marketing through new ad products utilizing programmatic advertising. Amazon Ads recently partnered with influencer agency The Goat Agency to run creator-made ads on and off Amazon. This puts influencer content into Amazon search and display ads, tying campaigns to commerce. Meanwhile, TikTok will serve ads programmatically on digital billboards, spreading viral videos offline. These moves signal the rise of influencer content in advertising beyond social media feeds.
Platforms can now distribute creator ads to target audiences while measuring impact on sales or site visits. For brands, it's a way to benefit from the authenticity of influencer marketing across channels from e-commerce to out-of-home. And for influencer agencies, it provides expanded campaign reach and concrete performance data. As platforms build out measurement capabilities, influencer content is expected to proliferate in ads online and offline. The goal is to emulate the social style of platforms like TikTok but drive measurable actions.
Apple to add advertising into its original podcasts
Apple, traditionally a company that has steered clear from placing ads in its podcasts, is hinting at a potential change in this stance. While Apple's podcasts have been historically ad-free, a recent announcement revealed that State Farm would sponsor the upcoming season of its Apple News show "After the Whistle."
This development, supported by insider information, indicates that Apple might be deliberating on integrating advertisements into its original podcast content. By doing so, Apple could tap into fresh revenue avenues and enhance its profit margins. The shift in Apple's advertising perspective aligns with the industry's evolving dynamics. As indicated by Bloomberg, the podcast realm is gradually leaning towards greenlighting a lesser number of safe bets and concurrently aiming to recoup production costs via advertising.
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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.
Check out the Guide
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Campaign Insights
Shein has California on its mind as online retailer taps QR codes for pop-up in Forever 21 store
Chinese fast fashion behemoth Shein made waves in California, launching its inaugural pop-up inside a Forever 21 store. This comes on the heels of its recent "Shein Live: Front Row" – a three-hour virtual show available via the Shein app and social channels, which showcased its autumn/winter collection. George Chiao, President at Shein U.S., expressed a vision of bringing runway fashion to everyday closets.
Shein’s rising stature is evident. Recently disclosed UK financials reveal £1,121.7 million in sales for Q4 2022, making it the UK's 14th largest apparel retailer. A potential acquisition of Missguided might further solidify its UK and US market positions. Furthermore, Shein's blend of affordable pricing, trendy offerings, and savvy social media marketing, especially on platforms like TikTok, suggests an emerging challenge to competitors like Asos and boohoo. Shein's partnership with Forever 21's SPARC Group and rumored ventures into physical retail spaces, as well as expanding its integrated online marketplace, signify strategic steps toward capturing more global market share.
Lessons from e.l.f. Beauty and creator Chris Olsen on authentic creator marketing
E.l.f. Beauty recently launched an unconventional influencer marketing campaign that featured exes and prominent TikTok creators Chris Olsen and Ian Paget in an honest conversation and makeover. The campaign provides key lessons for brands on innovative influencer marketing. It focused on brand building rather than pure conversion.
Brands should also make sure influencer content aligns with the creator's existing brand and style. Social media is not just an advertising platform, so campaigns should work with platforms' unique algorithms and cultures. Finally, brands must stay up to date on the latest trends and creators by being active consumers of social media themselves. Overall, the campaign shows the power of authenticity and PLAYING to platforms over traditional advertising.
Why brands like Intel and Hootsuite are courting LinkedIn influencers
Big tech names like Intel, Zendesk, Teal, and HootSuite are diving into partnerships with LinkedIn content creators. These collaborations aim to make the most of a platform that isn't as saturated as others. The LinkedIn algorithm appears to favor individual posts, granting them considerable organic visibility. HootSuite, known for its social media management tools, recently partnered with LinkedIn creators to promote their social media career report. This campaign involved creators sharing personal stories and debunking misconceptions about working in the social media realm.
The success of this strategy is evident. HootSuite's campaign garnered over 1.2 million impressions, 5,600 link clicks, and more than 18,800 engagements. The Art of a Successful Partnership Eileen Kwok from HootSuite emphasizes the importance of a detailed brief. The creative brief should clearly outline brand objectives, contribution expectations from the influencer, and requirements for legal compliance. Brandon Smithwrick, a creator on LinkedIn, insists on brands trusting the creator's judgment. He says, "You’re coming to a creator for a reason. They’re going to speak to their community in a way you cannot."
TikTok Shop Is a Content-First Shopping
TikTok Shop, having launched less than two months ago in the U.S., is already demonstrating a significant shift in online shopping patterns. Unlike traditional e-commerce platforms that are search-driven, TikTok is content-first. The platform's bestsellers aren't products of established brands or big-box retailers, but items that achieve viral status via engaging video content.
Keila Shaheen's "The Shadow Work Journal" is a prime example, amassing sales of nearly 425,000 copies since TikTok Shop's debut. Conversely, giants like Amazon and Walmart utilize a search-first model, where users typically find and purchase products by actively seeking them out. On TikTok, purchases are often impulsive, driven by engaging video content rather than a pre-existing intent to buy.
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Interesting People
The Rise Of Organic Olivia From Social Media Blogger To Supplement Brand Founder
Struggling with health issues, Amitrano found relief through Traditional Chinese Medicine, sparking a passion for herbalism. She became a certified herbalist and built an online community sharing her knowledge. Leveraging social media, she fostered an engaged following as an authentic voice on wellness. This laid the foundation for the success of her supplement brand, Organic Olivia. With high-quality ingredients and transparency, the brand resonates with her community's shared values.
Amitrano embodies bridging modern science and ancient herbal wisdom. Her personal wellness routine also goes beyond supplements to practices like weight training. Organic Olivia reflects Amitrano's holistic philosophy that wellness is an ongoing journey of growth and discovery. From an influencer documenting her experiences to an entrepreneur empowering others, Amitrano has made a profound impact. Her rise exemplifies how passion and community can transform social media prominence into business success.
Haley Cavinder is more than just an NIL social media influencer
The upcoming women's college basketball season is brimming with excitement. Amidst the buzz, however, lies an issue: female athletes, like Haley Cavinder, facing double standards in the Name, Image, and Likeness (NIL) market. While Haley's social media influence is noteworthy, her athletic prowess often gets overshadowed.
At Fresno State, she broke records and garnered numerous awards, a testament to her exceptional skill. Yet, the media frequently labels her as an influencer first, athlete second, a narrative seemingly reserved for female players. This contrasts with top male NIL earners, who, despite their influencer activities, remain primarily celebrated for their sporting roles. While leveraging social media is commendable, Haley's on-court achievements deserve equal recognition.
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Industry News
Snapchat grows to more than 400 million users
Snapchat now boasts over 400 million users, with the addition of nine million in the last quarter alone, marking a 12% growth year-on-year, as disclosed in Snap's Q3 earnings report. This growth follows a period where Snap reduced its workforce by around 20% a year ago due to dwindling advertising revenue. However, with effective cost-cutting and the introduction of new features, the company seems to be rebounding.
Their Q3 revenue hit $1.19 billion, up 5% from the previous year and surpassing Wall Street expectations. Snapchat’s subscription model, Snapchat+, offering unique features at $4/month, has also garnered five million subscribers. Furthermore, Snap's Generative AI, in the form of the MyAI chatbot, powered by OpenAI, has made significant inroads, reaching over 200 million people and facilitating 20 billion interactions, making it one of the most popular AI chatbots currently in use.
TikTok is testing 15-minute uploads with select users
TikTok has started testing 15-minute video uploads, a significant increase from its current 10-minute limit. This new feature is being tried out in select areas with a handful of users. The company has been gradually embracing longer content; it initially popularized 60-second videos, later expanding to 3 minutes, and then to 10 minutes in February 2022. This move offers creators more versatility, eliminating the need for "Part 2" video continuations.
By extending video duration, TikTok is positioning itself as a rival to YouTube, which is traditionally associated with long-form content. However, as TikTok continues to veer into YouTube's domain, there's a likelihood of mixed reception. Many users prefer TikTok for its short, engaging videos and might not appreciate longer content. This is evident from TikTok's recent feature that allows users to fast-forward through videos.
Agora Makes Livestream Shopping Technology Widely Available
As livestream shopping gains popularity in the US, Agora is making its live video commerce technology widely available to brands and platforms. The Santa Clara-based company provides APIs that power interactive live shopping experiences like shoppable livestreams, auctions, personal shopping, and video chat customer service. Retail livestream platform CommentSold recently partnered with Agora to add multi-source streaming capabilities, allowing sellers to invite guests and customers into live shows.
This interactivity helps drive engagement and sales. The US live video shopping market is estimated to hit $35 billion by 2024 as consumers seek more immersive online experiences. Agora's real-time engagement APIs allow brands to easily build custom live shopping without extensive development, capitalizing on this growing trend. The company was recently recognized by Gartner for its live commerce technology. With Agora's solutions, retailers like CommentSold can provide the next generation of digital shopping that is more personal, engaging, and conversion-focused.
Arkansas Tech offers new program in social media content creation
In response to the expanding digital media realm, Arkansas Tech University has launched a Bachelor of Arts in Digital Content Creation. This pioneering program, housed under the Communication and Media Studies department, blends filmmaking, public relations, social media skills, and communication ethics. Graduates will be adept in crafting content for various social media platforms, either personally or on behalf of organizations.
The program's inception was influenced by the theatre department, recognizing the opportunities social media presents for performance students, particularly those from regions with limited traditional opportunities. The emphasis on both the artistic and business aspects of content creation sets this program apart from others. Professor Frances Roberson underscored the program's uniqueness, highlighting its integration of creative performance and strategic business learning. With the content creator economy projected to hit half a trillion dollars by 2027, programs like this capture a rapidly growing market need.
Streaming platform Kick took on Twitch at TwitchCon
The presence of livestreaming rival Kick loomed over TwitchCon in Las Vegas this past weekend. Kick sponsored an offsite lounge and UFC event, signing top Twitch stars like Nickmercs to lucrative but nonexclusive deals. This attempt to lure talent comes as Kick offers creators 95% revenue share compared to Twitch's 70% cut. Twitch responded by announcing streamers can now simultaneously broadcast to multiple platforms, enabling creators to reach Kick and Twitch audiences.
While Kick's presence drew attention, some streamers are wary to join the new platform due to concerns over moderation and investor ties to crypto gambling. However, talent agencies say nonexclusive deals are different than past attempts by platforms to buy top creators. Kick claims progress toward creator demands, and its ability to profit on just a 5% cut could disrupt the industry. But for now, Twitch remains dominant as Kick exists as an intriguing alternative still working to secure creator trust and comfort.
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Great Paywalled Content
Meet the retired boomers taking over TikTok as influencers - Fortune
Baby boomers and older generations are finding viral fame and purpose in their golden years on TikTok. Retirees like 70-year-old Larry Canam, 74-year-old Babs Costello, and 93-year-old Lili Droniak have gained millions of followers by being their authentic selves online. Their wholesome, nostalgic, and humorous content provides comfort and connection to younger viewers.
Many launched channels at the urging of tech-savvier grandchildren and found success during the pandemic's loneliness epidemic. The new hobby has spun into lucrative side gigs for some, with brand deals, books, and merchandise. However, most are motivated by the sense of purpose it provides more than money. Being content creators keeps their minds active and goals oriented during retirement. Their advice for finding a niche is to share your real passions. With authenticity and consistency, these boomers prove you can find stardom and community on TikTok at any age.
DoorDash, Instacart Workers Turn to YouTube Creators Amid Lonely Job - Insider
Gig workers for apps like Instacart and DoorDash, often isolated in their jobs, are finding solace and guidance on YouTube. These workers frequently tune into channels run by fellow gig workers for industry insights and relatable experiences. DashingTrader, a YouTuber who once confronted a non-tipping customer in a widely-viewed video, has grown a following of 10,500 subscribers. He believes that the solitude inherent in gig work makes channels like his an appealing, relatable escape.
Another YouTuber, Mike Sabo, aka "Your Driver Mike," boasts 146,000 subscribers, offering videos on industry news, tips, and the financial aspects of gig work. Sabo's transition to YouTube as his primary income reflects the shift in many gig workers seeking diverse revenue streams. As the dynamics of gig work change, some, like DashingTrader, are even contemplating transitioning their content, indicating a potential evolution in this niche YouTube community.
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