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- Kraft Real Mayo seeks to make ‘moist’ Word of the Year
- e.l.f. Beauty launches Roblox experience which teaches entrepreneurship
- Unilever leans into CleanTok to reach Gen Z consumers
- Klarna Brings Its Creator Shops Platform to the US
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Great Reads
After years of explosive growth, is China’s livestream shopping industry slowing down?
China's livestream shopping boom, a $500 billion market fostered by the pandemic, is showing signs of saturation. As Rest of World reporters Viola Zhou and Caiwei Chen highlight, the Chinese economy's stagnation is cooling the once fiery industry. The lockdown era saw consumers turn to online streams for purchases, guided by influencers like Austin Li, the "Lipstick King," who once sold a billion dollars' worth of merchandise in a day.
However, the landscape is changing. The job of livestreaming, once lucrative and enticing, is becoming more demanding and less profitable. Livestreamers now face longer hours with fewer sales, as the market becomes crowded and economic realities bite. This maturation signals a cautionary tale for the industry's sustainability and the fickle nature of consumer trends. The U.S. market, eyeing this model, remains uncertain, balancing the novelty of online shopping streams against established consumer habits and retail practices.
Pizza Hut names Mischief @ No Fixed Address as social AOR
Pizza Hut has designated Mischief @ No Fixed Address as its social agency of record, a decision reflecting the brand's increasing emphasis on social media and influencer advertising. Chief Marketing Officer Lindsay Morgan expressed confidence in Mischief's creative prowess, especially in engaging younger demographics. In 2022, Pizza Hut allocated $244 million to U.S. media, with $62 million dedicated to digital and social platforms.
This year's first half continued the trend with an equivalent digital spend. Recent campaigns by RQ Agency and GSD&M, Pizza Hut's lead influencer and creative agencies respectively, underscore the company's strategy to capitalize on viral trends and celebrity influence. This appointment of Mischief, known for expanding relationships with major advertisers like Kraft Heinz and Molson Coors, is part of a broader realignment of Pizza Hut's marketing partnerships, which also saw a change in its U.S. PR agency earlier this year.
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Campaign Insights
Kraft Real Mayo seeks to make ‘moist’ Word of the Year via search hacking
Kraft Real Mayo is launching an unorthodox campaign to get "moist" crowned as Merriam-Webster's 2023 Word of the Year. The polarizing term is often cited as sounding unpleasant, but Kraft wants to rehabilitate its image. The condiment brand delivered a massive tub labeled "Real Moist" to Merriam-Webster's headquarters along with a letter announcing its intention. On November 18, Kraft will host a livestream encouraging viewers to search for "moist" to boost its visibility.
The "Search-A-Thon" on Twitch will feature influencer gamers driving participation in the search hack. Paid social ads and on-the-ground canvassers will further spread awareness of the #SearchMoist initiative. Kraft Real Mayo seeks to promote acceptance of divisive words and align itself as a challenger brand. The campaign follows past marketing playing with mayonnaise's controversial reputation among consumers. Securing Word of the Year would generate buzz for Kraft while highlighting its irreverent, pro-mayo positioning.
Why Whirlpool is tapping influencers to boost awareness of its in-school laundry program
Whirlpool has integrated influencer marketing into its strategy to enhance the visibility of its Care Counts Laundry Program, which provides washers and dryers to schools to combat absenteeism. The program is highlighted as not just a charitable endeavor, but a brand purpose initiative, aligning with a growing consumer trend towards supporting socially responsible businesses. Whirlpool's targeted approach involved partnering with influencers who have a genuine stake in educational and community issues, emphasizing authentic communication over mere promotion.
Data from the National Center for Educational Statistics validates the initiative's success, with a notable improvement in attendance among students at participating schools. While financial details remain confidential, Whirlpool's advertising expenditure indicates a significant commitment to raising awareness through both mass media and interactive channels. The campaign, starting in mid-December, focuses on creating personal connections with audiences, reinforcing Whirlpool's dedication to social impact, and distinguishing the brand in a competitive market.
e.l.f. Beauty launches Roblox experience which teaches entrepreneurship
Cosmetics brand e.l.f. Beauty has made its metaverse debut on online gaming platform Roblox. The new e.l.f. Up! experience enables players to create their own virtual start-up business through a series of interactive games focused on entrepreneurship. Users can explore games inspired by e.l.f.'s products, including a karaoke bar, animal rescue, crystal gallery, and rock climbing gym. The activation aims to teach life skills and empower the next generation of changemakers.
E.l.f. is giving away one million free avatar items from its beauty products and gamers can earn virtual goods by playing. The launch comes as over 200 beauty brands have established a Roblox presence to reach young consumers, especially Gen Z. E.l.f. is focused on that demographic. Over half of Gen Z Roblox users prioritize styling their avatar over themselves. By pioneering a branded entrepreneurship world, e.l.f. engages its key audience while promoting business skills. The novel metaverse marketing also reinforces the brand's values of inclusivity and positivity.
How womenswear brand Cider uses influencers—and Discord—to grow
Fast fashion brand Cider is leveraging influencer marketing and online engagement to grow its global presence. Since 2020, Cider has hosted 20+ events worldwide and run influencer campaigns in 10+ countries. The brand taps creators authentically representing Gen Z's diversity. A campaign with Haley Kalil promoted a collection and NYC pop-up. Cider also engages customers through a 15,000+ member Discord where they provide feedback. This helped drive success of Cider's Curve plus-size line.
Having young staffers informs region-specific marketing too. Now Cider is pushing into physical retail with its first pop-up in New York's SoHo. The online-first brand hopes its digital marketing chops will translate offline. Between viral product moments, strategically chosen influencers, interactive communities, and Gen Z insight, Cider built an international presence. The pop-up will test if its social strategy and understanding of youth translates to brick-and-mortar success.
Chriselle Lim is building the next era of Phlur on storytelling and 'fragrance wardrobes'
Influencer Chriselle Lim took over as creative director of clean fragrance brand Phlur in 2021. She shifted the marketing beyond its niche clean beauty origins to attract a mainstream, Gen Z and Gen Alpha audience. Dropping "clean" from branding upset some fans, but enabled wider reach. Lim introduced collectible, mood-based scents inspired by memories and moments. Phlur's new vision of "fragrance wardrobes" over signature scents caters to young consumers wanting perfumes for self-expression. Bottle redesigns and influencer partnerships furtherPropel youth engagement.
On her Instagram channel, Lim shares vulnerable insights into her life, building a tight-knit community that drives engagement and promotion for Phlur. As an influencer herself, Lim intimately understands Gen Z and Gen Alpha. By leveraging that knowledge, she has reimagined Phlur for the next generation, from branding to products and marketing. Despite controversy, the updated vision successfully propelled the brand's relaunch and growth into new retail partners. Lim represents influencers evolving into founders and creative directors shaping categories.
Abta instigates influencer campaign to boost member bookings
Abta, the travel association, has launched a targeted influencer campaign to stimulate holiday bookings among younger demographics and families for its member agencies. Utilizing the social media reach of influencers like @jayneytravels and @theheartstylist, the campaign, dubbed ‘Travel with confidence,’ seeks to inspire the 16-24 age group to envision their 2024 vacations. Participants engaging with the campaign on Instagram, Facebook, and X (formerly Twitter) can win foreign currency by sharing their dream destinations.
This initiative, using the hashtag #DreamingWithABTA, aims to reinforce the value of booking with Abta members, highlighting the assurance and expertise they offer. After a fortnight of paid promotion and influencer marketing, members will have access to the campaign materials for their use, anticipating another significant promotional effort post-Christmas. Abta’s communications director cites research showing high confidence association with the Abta brand, intending to convert the winter desire for holidays into bookings with member companies.
Unilever leans into CleanTok to reach Gen Z consumers
Unilever is doubling down on partnerships with TikTok's massive #CleanTok community through two new campaigns aimed at Gen Z. They launched the #CleanTok Awards to honor top "cleanfluencers" and their content across categories like satisfying ASMR and extreme cleans. Unilever and TikTok also created an animated soap opera series starring the brand's cleaning products as characters.
The ongoing collaboration highlights brands leveraging TikTok's niche communities, especially as Gen Z engages deeply with cleaning. Since aligning with #CleanTok in June, Unilever has seen the hashtag gain 35 billion views. A viral sneaker cleaning trend drove a 38% sales jump for Cif Cream Cleaner among young UK consumers. The dedicated awards and branded content extend Unilever's connection to cleaning-obsessed Gen Z. TikTok's communities allow brands to authentically embed themselves in existing conversations. For Unilever, #CleanTok delivers critical youth engagement and drives business impact across its home care portfolio.
Games livestreaming start-up Noice raises $21 million | Pocket Gamer.biz
In a strategic move within the influencer marketing landscape, Finnish startup Noice has secured a $21 million Series A investment to innovate the gaming and livestreaming space. Spearheaded by former Unity executive Jussi Laakkonen, Noice is poised to integrate multiplayer gaming with livestreaming on a singular platform, offering a novel experience where users can play and watch concurrently. The initiative, backed by industry veterans like Supercell's Ilkka Paananen, is entering a closed beta phase in November.
This financial boost follows a $5 million seed funding received in 2021. Laakkonen's vision for Noice reflects his successful track record with Applifier, which was acquired by Unity in 2014 after reaching 250 million monthly users. The infusion of capital, involving key players like F4 Fund and Bitkraft, underscores a significant push towards redefining engagement for gamers, creators, and developers alike, marking a pivotal development for influencer marketing professionals to watch.
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Interesting People
Inside Marques Brownlee's YouTube tech review studio
YouTube tech reviewer Marques Brownlee has rewired the gadget world with his in-depth, yet accessible product videos. The 30-year-old started making tech videos as a teen from his family's New Jersey home under the name MKBHD. His calm on-screen persona and knack for explaining complex products have earned him over 17 million YouTube subscribers. Brownlee's following now rivals major news outlets combined. He attends exclusive product launches and gets name-checked by tech CEOs.
But he's avoided selling out, sticking to his core focus on quality tech coverage. Brownlee has parlayed his influence into ventures like a podcast, merch line and sneaker collab, while keeping his operation small. He runs just a 13-person studio, valuing creative control over rapid growth. Brownlee's fans see him as a trusted friend whose interest shapes their own. He can dive into emotional stories, not just products, knowing his community will follow. With his reputation cemented, Brownlee seems content staying in his tech reviewer lane rather than chasing fame.
OnlyFans emerges as cultural phenomenon with everyone from teachers to celebs profiting off risqué content
The polarizing OnlyFans platform has emerged as a cultural phenomenon, with everyone from teachers to celebrities profiting from risqué content. While some see it as empowering monetization, others argue it is degrading. Customers pay for exclusive, often sexual photos and videos from "creators." Two Missouri teachers made nearly $1 million combined on OnlyFans, prompting their resignations.
Other professionals like nurses have lost jobs over accounts. But the site also draws mainstream stars like Carmen Electra, eager for direct fan engagement. UFC fighter Paige VanZant claimed she earned more in 24 hours on OnlyFans than her entire fighting career. The money motivates many creators, with some reports estimating OnlyFans paid out over $5 billion to creators last year. While criticized, OnlyFans provides uncensored income streams for those leaning into sexual content, from unknown teachers to household names. Its surge reflects shifting views on risqué material and empowerment. But concerns remain around youth exposure and regulating large financial flows from adult content.
Claire’s, Gaming YouTuber, Aphmau, Collab on Accessories and Toys
Fashion retailer Claire's is expanding its partnership with gaming YouTuber Aphmau through a new collection of accessories, plushies, and toys. The 27-piece line is inspired by Aphmau's popular "MeeMeows" cat characters that she features in her Minecraft YouTube videos. Aphmau boasts over 18 million subscribers on the platform. The collaboration highlights Claire's ongoing expansion into gaming as it looks to connect with Gen Z consumers across physical and digital worlds.
Aphmau is known for storytelling gameplay videos, making her MeeMeows ripe for merchandising. New products include jewelry, hair accessories, keychains, apparel, stationery, and plushies modeled after the MeeMeows. For Aphmau, the continued team-up with Claire's provides wider exposure for her original characters. And for Claire's, partnering with a top gaming influencer like Aphmau allows the brand to authentically tap into the YouTube community. The collection lets fans bring Aphmau's whimsical creations into the real world.
Taylor Swift influencer universe: Who to follow for tips, livestreams
In a digital age where fan engagement is paramount, Taylor Swift's Eras Tour has become a showcase for influencer marketing. A select group of Swift's social media influencers have cultivated significant followings by offering exclusive content, tour updates, and personal interactions related to the singer's activities. Andrei Ciprian, known for his extensive fan account, dedicates hours daily to sharing updates and connecting with followers, all driven by admiration rather than profit. Kayla Wong, the 'Data Swiftie,' utilizes her business acumen to dissect Swift's lyrics and album trends, sharing intricate analyses that resonate with fellow fans.
Autumn Kennedy's @tstourtips account has become a go-to source for concertgoers seeking logistical information, capitalizing on her history of facilitating fan experiences. These influencers, among others, have crafted a niche where enthusiasm and social media savvy intersect, providing a blueprint for effective influencer marketing in the entertainment sector. Their unpaid dedication underscores a new trend: influencers motivated by passion, shaping the narrative around a global superstar's brand.
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Industry News
Creators have mixed feelings about TikTok’s new monetization program
TikTok is rolling out a revamped creator monetization program called the Creativity Program, replacing its previous Creator Fund. The new initiative only pays creators for videos longer than one minute, departing from TikTok's signature short-form content. While some creators are earning 10 times more under the Creativity Program, others feel negativity towards TikTok monetization overall since payouts have never been significant.
To be eligible, creators need 10,000 followers and 100,000 views in the past 30 days. Additionally, content can only feature royalty-free music, limiting viral trends that use popular songs. Many creators already gave up on earning directly from TikTok due to its insignificant payouts. While TikTok claims the Creativity Program will better compensate creators, payouts have been so minimal that creators likely won't see major impacts to income. The program's emphasis on long-form content reflects TikTok's evolving platform priorities. But for creators thriving on short videos, the incentives are poorly aligned with their content strategies.
Klarna Brings Its Creator Shops Platform to the US
Buy now, pay later company Klarna is bringing its influencer marketing platform Creator Shops to the United States. Launched in Europe earlier this year, Creator Shops allows influencers to create their own online storefronts on Klarna's website and app. Influencers can link to products from Klarna's retail partners and promote their shops via social media. Described as a "Shopify for creators," it streamlines influencer affiliate marketing.
Klarna is also introducing its Ad Manager platform in the UK and Sweden, enabling brands to advertise to Klarna's customer base. The company first entered influencer marketing in 2022 with its Creator Platform for matching brands with creators. Klarna believes influencers provide better shopping experiences than retailers. But the space is crowded with platforms like LTK, ShopMy, and Collective Voice. Klarna hopes its vast merchant network and 150 million existing users will attract influencers. As it looks to enhance its shopping experience, leveraging creators and their content represents a growth opportunity. The launches highlight Klarna diversifying beyond buy now, pay later into fuller shopping and influencer services.
Snapchat users can now buy Amazon products without leaving the app
Amazon is expanding its social shopping efforts through a new deal with Snapchat. The ecommerce giant will now let Snapchat users purchase products directly within the app without leaving the platform. Snapchat users who come across Amazon product ads will be able to see real-time pricing, Prime eligibility, shipping estimates, and other key details. If interested, they can simply check out with Amazon Pay right in the Snapchat app.
This new integration comes on the heels of Amazon's recent partnership with Meta to bring similar in-app shopping to Facebook and Instagram. As social media becomes an increasingly popular way for consumers to discover and research products, Amazon is smartly tapping into these platforms to enable frictionless social shopping experiences. According to PYMNTS research, 43% of consumers now use social media to find products and 47% have purchased clothing directly on Instagram. By removing the need to switch between apps, Amazon is meeting shoppers where they already are and making impulse, social-driven purchases even easier. The Snapchat deal expands Amazon's social commerce footprint and will provide further sales opportunities through highly targeted, native ads.
Snapchat users can now buy Amazon products without leaving the app
Snapchat has partnered with Amazon to embed shopping ads, allowing users to purchase products directly within the app, a move underscoring the growing intersection of social media and e-commerce. This integration means that Snapchat users in the U.S. can view Amazon product details, including real-time pricing and Prime eligibility, within the platform's stories feature. The specifics of the revenue split or the duration of the agreement remain undisclosed. This strategic collaboration arrives as social media giants, following the lead of Instagram and TikTok, enhance their in-app shopping capabilities to capitalize on their vast user bases for commercial gains.
For Snapchat, which reported 406 million daily active users yet only a modest 5% revenue growth in the last quarter, this could be a significant step towards bolstering its advertising revenue and offering a more competitive shopping experience. The news, which saw Snap's shares climb by 7%, follows a similar e-commerce initiative recently unveiled by Amazon with Meta's Facebook and Instagram, indicating a broader trend of social platforms diversifying into retail spaces.
YouTube creators will soon have to disclose use of generative AI in videos or risk suspension
YouTube has announced policy updates requiring creators to disclose the use of generative artificial intelligence in their videos. The new guidelines aim to ensure transparency for videos that feature AI-generated content, which can include realistic depictions of events or portray individuals saying or doing things they did not actually do. This rule is particularly pertinent for content covering sensitive subjects such as elections, conflicts, and public health. Failure to comply may result in content removal or suspension from YouTube's revenue-sharing program.
This measure is part of a broader effort to maintain community safety on the platform. In conjunction with these policies, YouTube is introducing labels for altered videos and employing AI to identify and address content violations. The platform will also permit removal requests for AI-simulated videos of identifiable individuals and will grant music partners the right to take down AI-generated music mimicking an artist’s voice. These changes, set to be implemented by next year, reflect YouTube's commitment to balancing creative opportunities with its responsibility to protect viewers and creators.
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Great Paywalled Content
Prime Drinks From Logan Paul, KSI Set to Pass $1.2 Billion in Sales - Bloomberg
The energy drink brand Prime, launched in 2022 by YouTube stars Logan Paul and KSI, is expected to surpass $1.2 billion in sales this year. Prime's growth is fueled by major sponsorship deals with organizations like UFC, the LA Dodgers, and Arsenal. The influencers aggressively market Prime to their combined hundreds of millions of social media followers, allowing global expansion. While sales hit $250 million in Prime's first year, 2023 saw even faster growth. Prime is now widely available alongside competitors like Gatorade and Powerade.
The viral brand reached profitability quickly without needing additional funding. Pop-up events and prize contests drive more hype. Though some schools banned the distracting bottles, Prime carved out shelf space in top retailers. Despite initial distribution headaches, the brand now has a significant beverage market presence. Prime's success demonstrates the power of influencer marketing and sponsorships. Two YouTube stars leveraged their fame to create a billion-dollar drink brand in under two years. Their ability to reach young demographics makes Prime a desirable partner for sports teams and brands.
TikTok Shop Influencers Promoting Knockoffs Become E-Commerce Headache - Business Insider
TikTok is facing a new challenge as some creators promote apparent knockoffs on its Shop platform. Videos show influencers touting huge discounts on products resembling Apple Watches and Lululemon bags. TikTok pays creators commissions for driving sales through Shop. This incentive model risks proliferating misleading reviews, like the fake write-ups plaguing Amazon. If users have bad experiences buying counterfeits or low-quality goods via TikTok Shop, they may lose trust.
TikTok has polices against misleading content, but enforcing them across thousands of sellers and influencers is difficult. Some creators seem to deliberately misrepresent goods to earn higher commissions. Others are genuinely confused whether a deeply discounted item is real, especially as TikTok has struggled with counterfeits. As social shopping expands, policing influencer content integrity could be pivotal. If consumers feel duped by deceptive videos, TikTok's commerce aspirations may falter. TikTok needs to find an effective strategy to keep its army of shoppable creators honest.
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