|
|
|
|
- How YouTuber MrBeast transformed his hometown
- Are Creator Startups Ripe For Rollups
- Instagram’s paid creator subscriptions are still a tiny business
- TikTok is killing its $2 billion Creator Fund
|
|
Skeepers: the ultimate platform to scale and automate UGC collection
Skeepers is a full UGC solution suite providing a one-stop-shop to seamlessly create, collect, and manage your ugc at scale. Skeepers is revolutionizing how brands bond with consumers, creating brand awareness, and capturing authentic content to increase engagement, drive sales, and foster customer loyalty.
Skeepers can help your brand optimize your eCommerce revenue through their influencer gifting marketplace, customer reviews, consumer video and live shopping solutions.
|
|
Great Reads
TikTok is killing its $2 billion Creator Fund that paid viral stars pennies for hit short videos
With TikTok sunsetting its Creator Fund, members can now shift to the platform's new Creativity Program for monetization by updating their settings. However, there is a key catch - creators cannot get paid by the Creativity Fund for videos under 60 seconds. This incentivizes longer, higher-quality content that drives more engaged viewers and ad revenue. It's uncertain if the Creativity Program will provide creators negligible payments like the flat Creator Fund, or the lucrative sums some initially saw.
The Creator Fund provided a set payment per view, but was criticized for paying pennies compared to ad revenue earned. As TikTok pushes creators toward lengthier content, those focused on short viral videos may need to adapt formats or diversify revenue streams. The changes aim to increase ad dollars, but possibly at the cost of TikTok's beloved micro-video creators. The impact on different creator types remains to be seen as the new program launches.
How Live Selling Is Creating New Income Streams For Creators
Live selling is an emerging trend that allows creators and brands to generate new income streams. Dan Dan Li, Founder of Popshoplive and Chief Innovation Officer of CommentSold, shares how live selling empowers creators with direct monetization and community engagement tools. According to CommentSold data, creators using live selling can increase revenue by 200% in under 6 months. A key benefit is that live selling provides creators with sales data and conversion metrics, which helps them negotiate better brand deals.
By removing middlemen, creators also have more control over partnerships. Case studies show fashion brands using live selling to generate over $25 million in revenue and triple monthly sales. Looking ahead, the most user-friendly live selling platforms with strong creator tools will thrive. Li wants to enable more women entrepreneurs through innovations in live selling. With diverse income streams and data ownership, creators can build sustainable businesses through live selling.
|
|
Stop Overpaying for Content: Intellifluence is your Influencer Marketing Solution
Intellifluence is an end-to-end marketing platform that enables you to:
- See the value influencers and bloggers offer at-a-glance
- View engagement, web metrics, and audience data before engaging
- Pitch, message, and pay influencers and bloggers within the app
- Track progress with built-in reporting
GET FREE ACCESS FOR A YEAR
|
|
Campaign Insights
Viral Pitch and Popeyes announce influencer marketing partnership
Popeyes, the global quick-service restaurant chain known for its fried chicken, has partnered with influencer marketing platform The Viral Pitch to boost its influencer marketing efforts. This collaboration brings together Viral Pitch's expertise in influencer campaigns with Popeyes' iconic brand presence. The partnership aims to leverage authentic influencers to create impactful marketing content that resonates with diverse audiences.
According to Viral Pitch founder Sumit Gupta, the partnership showcases the powerful combination of influencer marketing and digital strategies. Popeyes senior brand manager Mankirat Bachhal said influencer marketing allows Popeyes to reach its audience in an authentic, engaging way. The focus will be on building genuine influencer relationships that align with Popeyes' brand values to create compelling content. Together, Viral Pitch and Popeyes aim to shape the future of influencer marketing with creative, authentic narratives that captivate audiences and elevate Popeyes' brand. The partnership sets out to establish new standards in influencer marketing.
How TikTok's skincare craze impacts mental health and beauty standards
TikTok's skincare obsession is a double-edged sword, with its vast array of trends and tips reaching millions of users. On one hand, it democratizes skincare information and creates communities for those seeking advice or solidarity in their skincare journeys. However, the flip side presents significant concerns. Non-professionals often tout advice and products without proper dermatological knowledge, leading to potential misinformation and the spread of questionable practices, like consuming Vaseline for skin health—a notion without scientific backing.
The impact of these trends on mental health is also noteworthy. While TikTok's filters and the quest for "perfect skin" foster an inclusive space for beauty discussions, they can also exacerbate insecurities and perpetuate unrealistic beauty standards. The constant bombardment with images of flawless skin can lead to a crisis mentality over minor imperfections and encourage an unhealthy preoccupation with appearance. Despite the positive community aspect, experts urge caution and recommend consulting with dermatologists to navigate the noise and find routines and products tailored to individual needs. The overarching message is clear: perfect skin is a myth, and while TikTok can be a starting point for skincare education, discernment and professional guidance are key to a healthy skincare practice.
The ‘Tiktokification’ of modern pop music: How Tiktok changed the music industry
TikTok has revolutionized how we consume content, but entertainment writer Josie Zimmerman argues its effects on popular music are not all positive. TikTok's algorithm favors short catchy clips that sound good out of context rather than full, intelligently-written songs. This has changed song structure from verse-chorus to just repeating the catchiest chorus. Artists now must constantly create TikTok content to promote their work, even if they don't want to. Record labels push artists to mold their content for TikTok.
While some like Taylor Swift thrive in this landscape, others like Halsey have spoken out against it. TikTok's homogenization of musical tastes via its algorithm restricts genre diversity in mainstream music. Artists are songwriting to make viral clips rather than meaningful art. Zimmerman argues people deserve more than just repetitive, generic nursery rhyme hooks; they deserve authentic, lyrically intelligent songs. While TikTok has benefited some, its shaping of popular music to sound good out of context has downsides for the industry and art form overall.
|
|
Interesting People
Logan Paul: 'I think I have to' be around WWE more after title win
After winning the WWE United States Championship at Crown Jewel, YouTuber and boxer Logan Paul says he will likely be making more WWE appearances going forward. As champion, he has to defend the title. The part-time wrestler told ESPN he thinks he "has to" be around WWE more now. Fans can expect to see him on Raw and SmackDown with surprise appearances. The match was harder than his recent boxing bout, leaving him exhausted. Paul has earned praise for his wrestling skills despite limited experience.
A title defense against Bad Bunny could be interesting; Paul notes they share the same rating in WWE 2K23. But he calls Bad Bunny "scrawny" compared to his 250 pounds. Wherever the most entertainment is, that's where Paul's attention will go. For now, it's WWE. He's focused on keeping the belt and building his brand. The YouTube phenom has proven a quick study in wrestling. More bookings will come as he embraces his champion status.
TikToker Kelsey Russell Is Teaching Gen Z To Read the News
TikToker Kelsey Russell is making waves by reading full newspaper articles aloud to her Gen Z followers, garnering nearly 100,000 followers. In enthusiastic videos, Russell walks through news stories she finds interesting, aiming to get young people excited about print media and increase media literacy. Many fans say her videos have inspired them to purchase print subscriptions. Russell herself only recently started reading physical papers, wanting more robust conversation topics by 23. Her first newspaper video went viral.
She now covers various publications, providing commentary to make the news entertaining. Russell says reading full articles provides more perspective than social media snippets. She hopes to inspire critical thinking and curiosity. The ritual also connects Gen Z to older generations. While print isn't cheap, Russell suggests checking community centers, libraries, and schools for subscriptions. Her next project is a 2024 podcast facilitating conversations on unfamiliar topics, furthering her goal of bridging divides.
From TikTok fame to the rap game: Maiya the Don is a ‘Hot Commodity’
Maiya the Don gained fame as a beauty influencer on TikTok during the pandemic, amassing 500,000 followers. But last year, she pivoted to hip-hop, releasing viral hits like "Telfy." Now she has a new mixtape out and is touring nationally with Flo Milli, performing for thousands. Though originally dreaming of school and cosmetology, Maiya loved rap from a young age in Brooklyn. Her rapid success stems from her confidence, humor, and charm.
But moving from TikTok star to legit rapper is difficult. She must prove she's not just viral luck but has real talent. Her breakout "Telfy" led to her mixtape "Hot Commodity," showcasing swagger and vulnerability. A track tackles childhood trauma, difficult for her to share. Flo Milli noticed her talent and invited Maiya to open her tour, a surreal opportunity. Though nervous for most shows, Maiya feels only excitement for Brooklyn, expecting her hometown to support her. After the tour, she'll work on a deluxe album and launch an acting career, already pivoting again.
|
|
Industry News
Stagwell acquires social-first creative agency Movers Shakers
Stagwell, a marketing and communications network, has acquired Movers+Shakers, a creative agency renowned for its expertise in social media and particularly TikTok, where their campaigns have amassed 250 billion views. This acquisition, the fourth by Stagwell this year, brings Movers+Shakers into its Constellation network, providing the agency with a more extensive global reach and integrated capabilities. Movers+Shakers, also called the "TikTok whisperers," has been on a growth trajectory, adding 21 new clients this year, including high-profile names like Tinder, Netflix, E.l.f. Cosmetics, and Neutrogena.
Despite the acquisition occurring during a time when Stagwell reported a slight decline in revenue, the move is expected to support Stagwell's growth strategy, capitalizing on Movers+Shakers' creative momentum and social-first expertise. The terms of the deal were not disclosed. Evan Horowitz, CEO and co-founder of Movers+Shakers, expressed enthusiasm for the opportunity to drive brand transformation on a larger scale with Stagwell. The partnership aims to leverage Stagwell’s global network and capabilities in media, experiential marketing, data, and commerce to enhance client offerings. Stagwell anticipates a return to growth in the coming quarters as it overcomes sector-wide challenges and leverages its new business acquisitions.
Why Shine Talent Group has grown into a tech vendor
Shine Talent Group has branched into technology with The Thread, a software created initially for internal use to manage the agency's growth in influencer marketing. Recognizing the lack of such tools for talent managers, Shine made The Thread available to other agencies, allowing them to streamline operations like client onboarding, campaign tracking, and invoicing.
The efficiency brought by The Thread enabled Shine to shift to a four-day work week without impeding growth. As a separate entity, The Thread also symbolizes Shine's ethos of industry collaboration. The software scales in price based on company size, starting at $850 per month for small teams and going up to $10,000 per month for larger enterprises.
Lemon8, the Instagram rival from TikTok parent ByteDance, fails to gain traction in US
ByteDance's Instagram/Pinterest rival Lemon8 has failed to gain traction in the US since launching earlier this year, despite influencer marketing on TikTok. Lemon8 has seen only 2.6 million US downloads so far, per Appfigures data. ByteDance attempted to promote Lemon8 amid threats of a TikTok US ban, paying creators to praise it on TikTok. Hundreds of glowing reviews appeared overnight in March.
But with no TikTok ban occurring, Lemon8 hasn't taken off. Most installs were temporary spikes, not a rising trend. September 2022 was Lemon8's biggest US month with 525,000 downloads - minor compared to TikTok's 150 million US monthly active users. ByteDance could still leverage TikTok again to boost Lemon8. But so far, its efforts to make the lifestyle app, popular in Asia, catch on in the US as a TikTok replacement have failed. Without TikTok's imminent deletion, American users haven't flocked to Lemon8 in the numbers ByteDance likely hoped for.
Instagram’s paid creator subscriptions are still a tiny business
Instagram now has 1 million paid subscriptions to creators, marking a milestone for monetization on the platform. However, that's still a tiny fraction of Instagram's 2 billion monthly users. Rival platform Patreon has over 30 million subscriptions, but also a decade head start. To boost subscriptions, Instagram will promote them in feeds with "Subscribe" buttons and let creators offer 30-day free trials and bulk message new subscribers.
Subscriptions rolled out in the US in July 2022 and have since expanded to dozens more countries. Instagram is still adding more monetization features like gifts globally. Parent company Meta also offers subscriptions on Facebook, so its total is higher than just Instagram's. As Meta relies heavily on ads, subscriptions represent efforts to diversify revenue directly from users. But so far, uptake is slow. The 1 million milestone shows potential to transform Instagram into a place creators can earn, but reaching scale will take time. For now, subscriptions remain a very small business for Instagram.
|
|
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
Mike Nouveau’s TikTok Videos Have Attracted Thousands - The New York Times
In the bustling urban milieu of Dimes Square, Manhattan, Mike Nouveau stands out not just for his eclectic attire but for his unique brand of TikTok stardom. Nouveau, a former DJ turned vintage watch dealer, has captivated over 340,000 followers since May 2022 with his "Watch Spotting" series, where he engages passersby in candid conversations about their timepieces. His content, unaffiliated with watch brands, taps into the Creator Fund, rewarding his authentic engagement with viewers. Nouveau's videos double as a cultural conduit, bridging a generational gap within the vintage watch community.
His TikTok presence has illuminated the enthusiasm of younger audiences for watch collecting, a demographic often overlooked by traditional enthusiasts. This revelation has shaped his content strategy, focusing on the collectability and heritage of vintage watches. Moving beyond watches, Nouveau's account now also features cars and fashion, catering to a broader range of luxury lifestyle interests. His unscripted approach and the genuine curiosity about his subjects' stories resonate with an audience craving real connections in a digital world. Nouveau's success on TikTok reflects a larger trend: influencers can blend passion with storytelling to engage and educate new audiences, transforming niche interests into mainstream conversations.
The untold side of making it as a social media influencer - Fortune
The allure of becoming an influencer often conceals the financial struggles and debts that many incur while trying to emulate a lifestyle of affluence and constant activity on social media. Early influencers like Emma Rose Léger and Lissette Calveiro faced significant financial challenges, with Calveiro accumulating $10,000 in debt and Léger draining her bank account to maintain the appearance of success. This facade of wealth often requires high costs, from expensive equipment to constant wardrobe updates.
Despite these challenges, both Léger and Calveiro have now established successful careers, with Calveiro's transparency about her financial journey helping her gain trust and brand deals. However, the pressure to invest in maintaining an aspirational image persists in the influencer industry, and many content creators still maintain other income sources that they may not disclose. The evolution of influencer culture has shifted toward greater authenticity, but the demand for escapism among followers continues to influence how influencers present their lifestyles.
Checking In on Instagram’s Threads - BoF
After a steep drop in users following its July launch, Instagram's text-based social media platform Threads is seeing signs of growth again with monthly active users up 3% in October. However, major fashion and beauty brands and influencers have been slower to return. Engagement still lags Instagram and TikTok for brands, and the text-heavy format is less visual. Big names like Rihanna, Kim Kardashian, and Kylie Jenner have sparse or no posts. Brands like Fenty Beauty and E.l.f. Beauty post far less than on Instagram and TikTok.
Some experimented early but have since pulled back as engagement dropped. Threads aims to be an apolitical, brand-safe space focused on fashion, beauty and entertainment. Paid partnerships are expected soon. Influencers will be key to driving brand and user adoption. A few like JLo are active but with lower engagement than Instagram. While showing resilience, Threads has hurdles to become a top priority for fashion and beauty over Instagram and TikTok.
Netflix Explores Streaming Live Boxing Match - WSJ
Netflix is considering streaming its first live boxing match, marking a major foray into live sports. The company has discussed airing a bout featuring YouTube boxer Jake Paul or boxers from Premier Boxing Champions, according to sources. This would build on Netflix's gradual sports expansion like its upcoming live golf event. While rival streamers have paid heavily for live sports, Netflix has resisted due to costs.
But it's warming to live events tied to its shows, and has focused more on sports programming lately, like its NFL quarterback docuseries. A one-off boxing match would allow Netflix to test live sports without long-term commitments. Premier Boxing Champions needs a new home after Showtime ends boxing coverage. Netflix could promote its Jake Paul documentary with his live match. Paul currently has a limited DAZN deal. Though talks are early, a live boxing match would indicate Netflix is seriously exploring live sports. For now it allows experimentation before major investments down the line.
How YouTuber MrBeast transformed his hometown, Greenville, N.C. - The Washington Post
YouTube megastar MrBeast (Jimmy Donaldson) has transformed his hometown of Greenville, North Carolina into "Beastville" - a hub of viral video production centered around him. With over 200 million YouTube subscribers, Donaldson has become Greenville's largest employer, with 250 contractors and staff. His eccentric videos, involving chocolate factories, game show sets, and explosions, perplex locals. Donaldson started small, posting gaming videos from his bedroom at 13. Now 25, his creative empire funds college tuition, cars, and cash for locals.
While kids dream of appearing in his videos, adults navigate the oddities of his productions. Some are thrilled by the economic boost, others annoyed by disruptions. As Donaldson's fame grew, he bought five homes in his old neighborhood to house staff. His relentless work ethic fuels a high-pressure environment. Donaldson partnered with East Carolina University on a course to train video production staff. While other towns have major manufacturers, Greenville's claim to fame is now MrBeast. For better or worse, he's made the town part of his viral machine.
Are Creator Startups Ripe For Rollups? - The Information
As the creator economy grows, private equity firms are showing increasing interest in acquiring and consolidating creator-focused startups, known as "rollups." This is especially true for companies acquiring YouTube channels and their content libraries, like Electric Monster, Electrify Video Partners, and Lunar X. These deals allow creators to exit their businesses and earn recurring revenue from the acquirer.
While PE has limited involvement in the creator space so far, due to lack of profitability and scale, investor Megan Lightcap expects more interest as the industry matures. PE has also directly invested in some creator startups like Mavrck and Native Instruments. Candle Media, backed by Blackstone, has acquired both Hollywood and YouTube content. TikTok livestreamers in the U.S. earned over $250 million in Q3 2022 from digital gifts, up 20% from last quarter. After commissions and splitting with TikTok, creators took home around $125 million. As the creator industry grows, expect more PE rollups and investments.
|
|
💬 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
|
|
|
|
|
|
|
|
