|
|
|
|
- More Than 50% Of Gen Z Adults Have Purchased From An Influencer Brand
- Are Meta’s smart glasses the next big influencer trend?
- Tipping a TikToker? Etiquette expert on TikTok's $11 million 'tip jar'
- Creatorpreneurs 2024: Upcoming Trends In The Creator Economy Space
|
|
Great Reads
A 9-Month Cruise Is TikTok’s Favorite New ‘Reality Show’ - The New York Times - Registration Required
Royal Caribbean's 274-night Ultimate World Cruise departed in December, and TikTok has transformed its 2,476 passengers into unlikely "cast members" of a floating reality show. As users share mundane videos from the 9-month, round-the-world voyage, speculative commentators have emerged analyzing potential "plot lines" and drama between guests and crew. The #UltimateWorldCruise hashtag now boasts 138 million views, as landlocked fans make bingo cards predicting events from "petty neighbor drama" to "pirate takeover."
Some passengers lean into their overnight micro-celebrity, but one viral video showed a Black guest mistaken for staff, provoking serious discussions of inequality. Still, most days at sea prove relatively uneventful so far, leaving some TikTokers trying to stir up controversy for more tantalizing content. But with 243 days left, users are hooked on the $50,000+ trip's unpredictable storylines in real time. The online fixation spotlights the public's voyeuristic fascination and the traction mundane lives find when framed through reality TV lenses — even on the high seas.
The Video Game Live Streaming Trends Report 2023: What You Need To Know
Stream Hatchet's latest report reveals live streaming viewership has stabilized after massive pandemic growth, with 7.6 billion hours watched in Q3 2022 across platforms. While Twitch still leads with 53% esports viewership, YouTube Gaming climbed to 40%, as Facebook Live declined making it only the 5th most popular platform. Notably, new platform Kick saw a 38% weekly increase in hours watched, already surpassing Facebook and AfreecaTV after launching in January 2023.
For games, GTA V reclaimed the top viewership spot from League of Legends, while new launches Baldur's Gate 3 and Starfield topped the quarter. The report also demonstrated the power of creator-driven events like ibai’s boxing match La Velada del Año, which drew a staggering 34.1 million hours watched - nearly 5 times its 2021 debut. With non-gaming content dominating platforms like Twitch and the new popularity of Kick, the report shows live streaming presents ample opportunities even for non-endemic brands.
|
|
Campaign Insights
New Survey Shows More Than 50% Of Gen Z Adults Have Purchased From An Influencer Brand
A recent Morning Consult study reveals a significant trend in the influencer marketing industry: over 50% of Gen Z adults in the U.S. have made purchases from brands established by influencers. This marks a pivotal shift from viewing influencers merely as voices for existing brands to powerful entities capable of significantly boosting a brand's revenue and serving as standalone media channels.
The survey, involving 2,200 American adults, underscores the growing trust and financial commitment of younger consumers towards influencer-founded brands, with millennials not far behind at 47%. As the influence of social media persists, figures like Alix Earle and Mr. Beast continue to leverage their extensive reach and platforms to promote and sell their products. This trend signals an essential strategy for brands and businesses aiming to tap into the Gen Z market: collaborating with influencers not just for endorsements, but for stocking and selling their goods. The study highlights the entrenched role of influencers in the consumer journey, a trend that shows no signs of waning.
Here's Why FTC is Pulling up Social Media Influencers For Promoting Artificial Sweeteners
The Federal Trade Commission has cracked down on beverage industry groups and over a dozen social media influencers for failing to disclose paid promotions of artificial sweeteners like aspartame. A recent stealth marketing campaign enlisted TikTok and Instagram personalities to spread misinformation undermining World Health Organization warnings about aspartame's health risks.
The posts falsely claimed WHO's statements weren't factual and reached 11 million+ people. While aspartame is considered safe in limited quantities by regulatory agencies, high intake can cause headaches, allergic reactions, and potentially contribute to weight gain by disrupting appetite cues. Two WHO committees have disagreed on whether aspartame consumption could be linked to cancer. Amidst the ongoing controversy, nutrition experts advise reading labels to moderate intake of artificial sweeteners when possible. The FTC action highlights the need for transparency around influencer sponsorships, especially when backing contested health claims. Consumers are urged to exercise caution rather than blindly following paid testimonials.
Are Meta’s smart glasses the next big influencer trend?
Meta's partnership with Ray-Ban on smart glasses is gaining viral fame thanks to a targeted influencer marketing campaign. After past tech wearables like Google Glass struggled for fashion credibility, Meta is pivoting its smart glasses as a hot accessory for content creators. The ability to record hands-free videos has proven a hit with social media stars on TikTok and Instagram. One TikTok demo reached 136 million views, helping shift perception of the once-gimmicky gadget.
Meta intentionally targeted internet personalities to drive hype, with fashion and lifestyle influencers like Kristina Kim and Steph Hui showing off the glasses' style and functionality. While some question if the viral videos are genuine, the strategy is clearly working to make smart glasses buzzworthy. Given consumers' wariness of privacy concerns, Meta still faces challenges to fully mainstream adoption. But scoring the online cool factor through influencers puts tech wearables in a strong position as a potential breakout fashion item in 2024.
Jaclyn Hill’s Namesake Cosmetics Line to Shut Down
Jaclyn Hill Cosmetics, the makeup brand fronted by the YouTube beauty influencer, announced it is shutting down operations for the foreseeable future. The closure comes as Hill's parent company, Forma Brands, continues major restructuring efforts after filing for bankruptcy in January 2023. Forma, also behind Morphe Cosmetics, had bet big on influencer-based brands from the likes of Hill, James Charles and Jeffree Star to drive sales growth.
But revenue failed to meet expectations, saddling the company with over $690 million in debt that forced it into Chapter 11 bankruptcy protection. Now under new ownership after a debt relief deal, Forma plans to shift focus away from its risky influencer collaborations to more product-driven cosmetics lines. The shuttering of Jaclyn Hill Cosmetics puts another nail in the coffin for Forma's original influencer-centric strategy and offers a cautionary tale for brands on the volatility of tying business models too closely to internet personalities.
|
|
Interesting People
Joe Aragon: The Cinematic Journey Of 'Cinema Joe'
Los Angeles native Joe Aragon has transformed his lifelong passion for film into a thriving creator career as "Cinema Joe." His popular "House of Cinema" podcast and social media profiles offer candid cinematic commentary, born from a genuine love of movies rooted in his upbringing near Hollywood. Though initially only a casual hobby with a friend, the pandemic spurred Joe to pursue content creation full time.
He soon found viral success around Halloween 2020 with horror movie reviews. However, Joe is quick to acknowledge the disappointment and frustration creators face, emphasizing persistence despite setbacks. Now with a growing audience, he maintains integrity by rejecting paid reviews and carefully vetting brand deals. Joe urges aspiring creators to brace for failure and push forward doing what they love. His goal is to showcase cinematic diversity, guiding audiences beyond the mainstream. Through honesty and open-mindedness, Cinema Joe hopes to demystify Hollywood and inspire fans to keep discovering.
Youtuber MrBeast rejects Elon Musk's bid for him to upload videos to X
YouTube's top creator MrBeast, with 224 million subscribers, rejected a request from Elon Musk to also upload videos to Musk's social platform X. When Musk directly suggested it, MrBeast, real name Jimmy Donaldson, explained his elaborate viral videos cost millions to produce and even billions of views on X wouldn't fund a fraction of that compared to ad revenue from YouTube.
Though eager to test X once its monetization rivals YouTube, Donaldson highlighted how he can earn up to $30,000 per million YouTube views as a partner, whereas X currently only nets creators about $7 per million impressions. It's the second time in six months Donaldson has turned down Musk's call to bring his wildly popular content to X as it struggles with departed users and plunging ad revenues. While seeking to make X an "everything app," Musk continues facing challenges getting top YouTube talent like MrBeast to ditch the video giant where earnings still dramatically outweigh his own platform's potential.
From Emma to Alix, Gen Z's biggest podcasters are working from bed
The Old Gays, a group of senior friends with a significant following on TikTok, recently published a book, "The Old Gays' Guide To The Good Life." Part memoir and part self-help, the book is a candid reflection of their lives, touching on themes of sexuality, aging, and embracing life's later stages. With their social media fame, they share humorous and often revealing content, challenging stereotypes about aging and sexuality.
The book is intended for a broad audience, emphasizing that life doesn't wane with age and that one's sex life doesn't have an expiration. The members share personal stories, including battles with illness and societal acceptance, offering a mix of humor, honesty, and life lessons. Their story is not just about entertainment but also about finding rejuvenation and purpose in later years, providing influencer marketing professionals with a case study in authenticity, audience engagement, and the power of storytelling in building a brand and community.
YouTuber Airrack Sets a Pizza-Themed World Record Live on 'Dick Clark's New Year's Rockin' Eve'
YouTube sensation Airrack, also known as Eric Decker, marked a unique achievement during this year's 'Dick Clark’s New Year’s Rockin' Eve' by setting a Guinness World Record for the most pizza establishments visited within 24 hours. Decker, known for his food-related stunts, including creating the world's largest pizza, embarked on a whirlwind tour of New York City's pizza spots. Accompanied by a camera crew and a Guinness World Record adjudicator, he visited over 102 pizza shops, surpassing the previous record of 69.
This feat, a follow-up to his previous year's endeavor, underscores the evolving landscape of influencer marketing, where content creators engage in extraordinary activities to captivate audiences. Decker's achievement not only demonstrates the potential for viral content creation but also highlights the growing influence of YouTubers in setting new trends and engaging with audiences in innovative ways.
|
|
Industry News
NIL’s Next Era Looks Like Michigan Football’s Lakers Outing
In a sign of evolving norms in college sports, a few Michigan Wolverines football players attended a Los Angeles Lakers game, receiving tickets worth over $500 each in exchange for an Instagram story. This arrangement, facilitated by UM's Champions Circle Collective through name, image, and likeness (NIL) compensation, demonstrates how the system can function as a straightforward service exchange in the social media era.
Co-founder Jared Wangler highlights the creativity and leveraging of student-athletes' platforms as assets, marking a departure from traditional endorsement deals. The transaction, once prohibited by NCAA rules until 2021, reflects broader shifts in the industry, with NIL agreements becoming commonplace and echoing practices in other entertainment sectors. While not all players see themselves as influencers, their substantial social followings make them valuable partners in these exchanges, indicating a new era where NIL deals extend beyond major contracts to more everyday interactions.
Spotify now has more than 100,000 video podcasts. How's that working out for creators?
Spotify's foray into video podcasts has significantly expanded, now boasting over 100,000 offerings on its platform. This evolution, aimed at enhancing listener engagement and content creator reach, reflects a broader industry trend. Hosts of Raiders of the Lost Podcast, James and Anthony Deveney, attest to the format's effectiveness, citing a more personal connection with their audience and the achievement of long-held aspirations. Spotify's investment in video podcasts began in 2020, with notable collaborations including The Joe Rogan Experience and content creators like Markiplier.
The platform reports a preference for video podcasts during evening hours, while audio remains dominant during the daytime. Comedy emerges as the top category in video podcast consumption, indicating specific genre appeal. Looking ahead, Spotify intends to deepen its investment in 2024, focusing on enhancing both the creation and listening experiences for video podcasts. This strategy underscores Spotify's commitment to diversifying and enriching user engagement while providing creators with innovative tools to grow and connect with their audience.
China's Baidu backs out of $3.6B acquisition of livestreaming platform provider Joyy
Chinese search giant Baidu has backed out of its proposed $3.6 billion acquisition of livestreaming platform company Joyy after failing to fulfill unspecified conditions by a year-end deadline. Baidu originally announced the deal in late 2020, aiming to diversify revenues away from digital ads which make up most of its income. Joyy owns the popular Chinese platform YY Live, where the bulk of revenue comes from virtual gifts users purchase for creators.
But after nearly 3 years, Baidu's affiliate leading the acquisition let the agreement lapse on December 31st, with Joyy confirming the cancellation. Concerns had surfaced around Chinese regulatory approval as the government sought to rein in big tech firms' power. However, hopes were recently renewed as Beijing eased its crackdown. With the massive deal now severed, Baidu loses an avenue into the lucrative livestreaming sector dominated in China by rivals like Kuaishou. The collapse exemplifies the ongoing uncertainty around major Chinese tech acquisitions amidst shifting political winds.
Creatorpreneurs 2024: Upcoming Trends In The Creator Economy Space
The creator economy, valued at over $100 billion and involving approximately 300 million people worldwide, is undergoing a transformative shift. A recent report highlights the emergence of 'creatorpreneurs' - individuals who blend content creation with entrepreneurship, particularly in education and knowledge sharing, moving away from the traditional entertainment dominance. With the e-learning industry projected to exceed $460 billion by 2026, there's a significant opportunity for these creators.
Concerns about the unpredictability of social media revenues are driving creators to diversify into digital learning products and other stable income streams. Financial literacy, or 'Fin-fluencing', has seen a marked increase, with investment education becoming a popular niche. Additionally, there's a growing trend toward upskilling through online courses and mentorship, reflecting a shift in professional development approaches. Health and well-being are also gaining focus, with a significant portion of Indians investing in lifestyle changes for better health. These trends indicate a robust and evolving landscape for creatorpreneurs in 2024, promising a dynamic and influential future for the creator economy.
Tipping a TikToker? Etiquette expert on TikTok's $11 million 'tip jar'
Tipping culture has extended its reach into the digital realm with TikTok users now contemplating whether to tip their favorite content creators. Data.ai reports an impressive $11 million per day is spent on TikTok's in-app currency, primarily used for tipping and gifting during Live videos. This expenditure reflects a 22% increase from 2022, positioning TikTok to potentially become the highest-earning mobile app ever.
The platform's tipping feature, introduced in 2021 for users with at least 100,000 followers in certain countries, allows supporters to tip various amounts, with the creator receiving the full tip minus transaction fees. As TikTok did not comment on the matter, the decision to tip remains a personal choice. Etiquette expert Diane Gottsman advises that, unlike traditional service industry tips, tipping content creators is discretionary and should not be obligatory. She suggests considering smaller creators, akin to supporting local businesses over larger chains, and stresses that individuals should not feel pressured to tip. In the absence of standard guidelines, the amount to tip, if at all, is left to the individual's discretion.
Libsyn Unveils December 2023 Podcast Advertising Rates
Podcast monetization platform Libsyn released its December 2023 podcast advertising rates, providing visibility into current CPM pricing. Libsyn's AdvertiseCast marketplace facilitates campaigns between brands and podcasters, reaching an estimated 120 million US listeners monthly. For December, the average 60-second ad CPM stood at $22.91, slightly up from November's $22.85 rate but down 6% year-over-year as the ads market cooled. However, the small decline still reflects resilience for podcast ads versus wider struggles.
The highest December CPM categories were Arts at $26, Technology at $25, and Health/Fitness at $24. More affordable options exist too, with Games, History and True Crime podcasts averaging low $20 CPM range for engaged listeners. As podcasting matures, Libsyn looks to drive discovery and campaign performance in 2024 for advertisers. But current steady rates reaffirm podcast ads' strength amidst economic uncertainty, offering monetization pathways for 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.
2024 Sponsorship Slots now available
Check Out Our Media Kit
|
|
Thank You To Our Title Sponsors
|
|
Registration Required
Great Paywalled Content
At an Aspen Ski Resort, These Influencers Aren’t Welcome - WSJ
Luxury skiwear retailer Perfect Moment is facing a lawsuit from Aspen Skiing, the operator of four top Colorado resorts. Aspen Skiing alleges Perfect Moment has repeatedly posted images on social media of influencers and models wearing the brand's expensive ski jackets and gear while posed conspicuously on Aspen's slopes and facilities. Some posts even digitally imposed Perfect Moment branding onto Aspen's iconic amenities.
Aspen Skiing sent a cease-and-desist letter in 2021 demanding Perfect Moment stop appropriating its trademarked look, but claims the violations continued, including a recent influencer photoshoot at Aspen's exclusive ski beach club. The resort operator argues this aims to falsely associate Perfect Moment with Aspen Skiing's "world-renowned reputation," suing for damages, lost profits, and to halt production of Perfect Moment apparel featuring Aspen's trade dress. The case spotlights how destinations increasingly clash with influencer marketing that capitalizes on their brand without permission.
Gen Alpha Made a Massive Splash on TikTok in 2023 - Insider
In 2023, Generation Alpha, the cohort born after 2010, made their presence felt online with bizarre memes that startled older Gen Z and millennial internet users. "Skibidi Toilet," an absurd animated series, became a hugely viral meme among kids on YouTube Shorts before hitting mainstream TikTok over the summer. Its explosion left many Gen Zers feeling out of touch and worrying they were being replaced by the next generation.
Similar panic set in with the rise of Gen Alpha slang terms like "fanum tax," leading some older users to criticize or mock the young generation's humor. Other signals of the changing tide included a viral TikTok of a Gen Alpha girl informing her millennial sister that "slay" was no longer cool. As Generation Alpha continues growing up online, their expanding cultural influence through memes and lingo promises to shape internet discourse in 2024 amongst both the youth and elder users.
Hospitality industry expanding beyond rating systems in TikTok age - AJC
In the ever-evolving hospitality industry, TikTok and YouTube influencers are becoming pivotal in shaping where Gen Z chooses to dine and stay. Traditional accolades like James Beard awards or Forbes ratings are now complemented by social media buzz, as younger consumers increasingly turn to platforms like TikTok for recommendations. This shift marks a departure from established rating systems, pushing hotels and restaurants to engage with influencers and experiment with non-traditional marketing, including virtual reality experiences.
Despite the allure of influencer partnerships, businesses must navigate the potential pitfalls of bad reviews and maintain a balance between new and traditional marketing strategies. The industry recognizes the importance of a multi-faceted approach, catering to both luxury clients and those seeking unique experiences, often showcased through social media. As consumer behavior evolves, so does the hospitality sector, emphasizing the significance of authentic experiences and the power of word-of-mouth in the digital age.
TikTok Eyes $17.5 Billion Online Shopping Business on Amazon’s Turf - Bloomberg
TikTok is aiming to expand its TikTok Shop e-commerce arm in the US by 10 times in 2023, projecting up to $17.5 billion in merchandise volume according to insider reports. The hugely ambitious goal puts TikTok on a collision course with retail giants like Amazon as it leverages social video to hook impulse buyers. TikTok Shop overlays entertainment and shopping, blending the discovery of Amazon with Instagram's marketing clout.
While TikTok wouldn't confirm the sales figures, it's clear the company is aggressively moving beyond advertising by bringing its Chinese e-commerce model global. TikTok already scored 5 million new US buyers in November and plans a Latin America launch too. As it boosts creator affiliate payouts and subsidies, TikTok seems intent on challenging established players by targeting younger audiences. But with major competitors like Amazon, Walmart and Temu thriving too, TikTok still faces intense competition in converting entertainment app users into loyal shoppers.
|
|
💬 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
|
|
|
|
|
|
|
|
