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- How Nationwide is navigating the short-form video boom
- The Rise Of The Beauty Confessionals
- Why influencers don’t like affiliate programs, what it means for brands
- TikTok launches new ad performance measurement tools
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Great Reads
AI Influencers - Aitana Lopez's Rise: The Clueless AIgency's AI Revolution
The Clueless AIgency, based in Barcelona, is pioneering the use of AI influencers in digital marketing. Their model, Aitana Lopez, has amassed over 200,000 social media followers in under 6 months. Aitana was carefully crafted by the agency's creative team to have a distinct personality that resonates with target audiences. Her entirely digital existence enables highly efficient content creation compared to human influencers.
Brands are paying around $1000 per post for Aitana to promote their products. While not without challenges, her popularity signals a shift towards AI-generated influencers. The Clueless AIgency aims to responsibly expand the influencer marketplace and explore immersive technologies like VR to bring Aitana to life. They envision a future where AI influencers complement rather than replace humans.
Here's how TikTok Helped Kraft and Dollar General Find Relevance Among Gen Z Buyers
A surprising shift is occurring among Generation Z consumers, with Dollar General emerging as an unexpected favorite brand. According to recent data, Dollar General saw 11% growth among Gen Z shoppers in 2023, securing the 15th spot for fastest-growing brands with this demographic. TikTok has played a major role in Dollar General's resurgence, as influencers like TikToker Noah Glenn Carter demonstrate savvy couponing techniques to achieve huge discounts. These videos have inspired Gen Z to view Dollar General as an appealing, affordable shopping option.
The TikTok effect also extends to other brands like NYX and Kraft, which saw notable popularity surges driven by viral TikTok campaigns targeting young audiences. However, while Gen Z exhibits a strong inclination toward TikTok trends, the impact is not as uniform across other demographics. Ultimately, TikTok has transformed consumer behavior, especially for Gen Z, as its ability to turn products viral combined with influencer marketing has reshaped shopping preferences. As TikTok evolves, brands must adapt marketing strategies to harness its potential and connect with ever-changing consumer tastes.
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Campaign Insights
How Nationwide is navigating the short-form video boom
Nationwide, adapting to the burgeoning trend of short-form video content driven by platforms like TikTok and YouTube Shorts, is recalibrating its social media strategy. The insurance giant, recognizing the shift in digital media consumption, has focused on producing more interactive video content and leveraging influencers to maintain a consistent presence online. In 2023, Nationwide debuted on TikTok, quickly amassing over 20,000 followers and 1.2 million likes through a mix of educational content and trend participation. The company's recent TikTok jingle challenge, inspired by a viral rendition of its brand jingle, underscores its commitment to engaging with contemporary digital trends.
Kristi Daraban, Nationwide's assistant vice president of social media, noted the company's evolution to a more video-heavy approach, facilitated by an in-house video team and agency partners. This shift includes real-time content creation responsive to current trends and events. Nationwide's strategy also involves regular posts on TikTok, varying from educational content to brand challenges. While specifics of the media spend on this strategy were not disclosed, Nationwide's total paid media expenditure exceeded $83 million in 2022. This strategic shift by Nationwide illustrates the importance for marketers in the influencer marketing industry to embrace short-form video content and influencer collaborations to stay relevant in a rapidly evolving digital landscape.
Skyscanner Taps Creators and Globetrotters to Launch Virtual Travel Consultancy
Travel metasearch site Skyscanner launched its "Everywhere Agency," a virtual travel consultancy manned by experienced globetrotters appointed as "Everywhere Agents." These agents, including world record-holding wheelchair traveler Renee Burns, provide personalized destination advice to ease apprehensions about unfamiliar locales. The initiative draws from Skyscanner's popular "Everywhere" search tool sorting destinations by price. Amid 98% of Indian travelers keen to explore new places in 2024, per a company survey, 95% feel weary of repetitive, trendy spots. Skyscanner thus connects consumers to seasoned experts for tailored recommendations beyond typical hotspots.
Appointed India Agent Anunay Sood brings his 1M+ social following. Skyscanner says the Everywhere search is most sought-after in India, reflecting inclination to travel without a set destination. Propelling this is a desire for unique cultural experiences. With overseas searches up 39%, tapping wanderlust via influencer-agents could resonate with Indians prioritizing value. As travel rebounds, Skyscanner strives to match travelers to emerging places matching their preferences.
Silent reviews' are all the rage — TikTok users call it the new 'Get Ready With Me' trend
Amid nonstop chatter from influencers hyping products on TikTok, a silent antidote has emerged. The #SilentReviews trend sees creators soundlessly appraising items relying on mesmerizing ASMR qualities instead. This talk-free approach offers respite from overopinionated influencers while still effectively showcasing goods. Pioneered for books, silent reviews now span categories as beauty and fashion creators clicks bags' clasps or sip sodas to trigger pleasant tingles. Views range from 100Ks to 5Ms+.
Compared to the vocal Get Ready With Me trend, the contrast represents TikTok audiences tiring of excessive jabber. Though some sprinkle whispering, exaggerated gestures convey opinions clearly enough. While the pioneer has shied away from the exploded trend she unintentionally sparked, others cash in on the popular format she inspired. Either way, silent reviews look to have staying power as creators and viewers alike welcome a shift from overwhelming chatter to blissful calm. In a loud online world, the hushed appraisals have won fans through stimulating senses subtly rather than forcefully.
The Rise Of The Beauty Confessionals
Makeup tutorials on platforms like TikTok have undergone a significant transformation, evolving into deeply personal 'beauty confessionals.' Influencers are increasingly merging makeup application with candid storytelling, sharing intimate details about their lives. This trend, epitomized by content creators like Chisom Aimée and Tilly Ferrari, signals a shift from traditional instructional videos to more relatable, narrative-driven content. Aimée, with over 130,000 TikTok followers, and Ferrari, known for her engaging personal anecdotes, exemplify this trend. They represent a broader movement among influencers to leverage their personalities and personal experiences to connect with audiences.
Meanwhile, influencers like Zak Heath have found a balance between maintaining a stylized aesthetic and sharing personal stories to enhance audience engagement. The hashtag '#makeupstorytime' on TikTok has amassed over 4.4 billion views, indicating a growing appetite for this content fusion. This shift is not without its challenges, as psychotherapist Kamalyn Kaur warns of the risks of sharing personal information online. Despite these concerns, the trend continues to gain traction, with influencers setting clear boundaries on the extent of their online disclosures. This evolution in influencer content highlights a key development in the influencer marketing industry, where authenticity and personal connection are increasingly valued by audiences.
Why influencers don’t like affiliate programs, what it means for brands
While affiliate marketing programs enabling influencers to earn commissions promoting brands can optimize ad spend, creators overwhelmingly dislike the payment structure. Per an influencer marketing agency survey, 94% of influencers prefer old-school flat brand partnership fees over performance-based payouts. Despite captioned discount codes becoming ubiquitous, most influencers resist unpaid speculation content bankrolling sales, wanting assured compensation for their work.
Few will participate without base pay, and ideal commission rates remain contentious. Influencers view content creation raising awareness as still valuable even sans resulting sales. The disconnect lies in brands positioning influencers as conversion funnels rather than awareness vehicles. With influencer marketing still young compared to other formats, education gaps on equitable arrangements persist. But as brands increasingly court creators for scalable reach, acknowledging their preferences grows vital. Offering hybrid models combining upfront fees with commissions may reconcile the deviations. Above all, fairly valuing influencers' content contributions must precede recruitment on purely speculative grounds.
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Interesting People
Elana Loo's Commitment To Sustainable Living And Holistic Business Growth
Elana Loo is a Hawaii-based creative blending photography and marketing with environmental advocacy. After witnessing plastic pollution damaging Hawaii's oceans, she experienced an awakening about sustainability's interconnectivity with personal actions. This sparked a commitment to regenerative business practices permeating her brand.
Through ElanaLoo.com and 50k+ Instagram followers, she provides photography, consulting, and resources to help individuals and companies implement mindful, purpose-driven strategies centered on social responsibility. Her partner Aaron's shared values strengthen this vision. Loo sees collaborating with “conscientious individuals and driven entrepreneurs” as critical to creating positive change. Her journey shows how uniting personal passions, collaborative communities, and holistic business growth can set a new standard for sustainable impact.
MatPat Announces Retirement From YouTube
Legendary YouTube creator MatPat of Game Theory fame announced his retirement in an emotional video titled "Goodbye Internet." After 13 prolific years overthinking video game lore and building a 18.4 million-subscriber empire, MatPat will conclude hosting duties for his channels on March 9th, 2024. Citing a desire to spend more time with family after being "work-first for over a decade," MatPat explained the difficult decision came despite 2023 being his banner year.
On the heels of hosting the record-breaking Streamy Awards, MatPat simply yearns to unwind playing games without analyzing content implications. He will pass the baton to successors specially groomed to continue his legacy. While bittersweet, MatPat emphasized only wanting to leave on a high note following his channels' greatest successes. With relief and optimism towards reclaiming personal time, he movingly signed off as beloved "GrandpaPat," proud of having guided loyal theorists through countless immersive worlds. A pioneering theorist figure now bows out, but not before cementing his YouTube brilliance for internet perpetuity.
Meet beauty YouTube sensation Sarah Cheung: the Hong Kong-born influencer and founder of Sacheu
Hong Kong-born beauty YouTuber Sarah Cheung has cultivated an influential niche with over 840,000 subscribers. Originally focused on makeup tutorials and reviews, Cheung expanded into deeply personal videos detailing her journey healing from childhood trauma. After candidly sharing her financial struggles, Cheung rebounded by relocating to Canada then Vancouver. There, she launched her brand Sacheu, evangelizing ancient Chinese practices like gua sha facials. Her viral videos popularized the skin technique and her specialized tools.
Cheung also formulated a skin care line enriched with ceramides. Most recently, her peel-off lip liner took TikTok by storm for its semi-permanent, pouty effect. Between leveraging vintage beauty rituals, product innovations meeting consumer demand, and courageously imparting her mental health experiences, Cheung forged resonating authenticity. Though the path held hardships, the Hong Kong YouTuber demonstrated resilience while building both a personal community and beauty empire. Her subscribers have intimately accompanied Cheung toward self-actualization.
How 2 Canadian influencers and a Hollywood mogul thrive in a billion-dollar market
As influencer marketing grows into a $21 billion industry, Canadian influencers like Calgary-based Jasmine Shannon and Nafsa Karwani are striving to thrive in the increasingly competitive space. Shannon earns six figures through branded partnerships and travel campaigns as a mid-tier influencer with nearly 50k Instagram followers. Meanwhile, nano-influencer Karwani hopes quality lifestyle content will help her land collaborations with 2.5k followers.
Celebrity manager David Weintraub, who helped build the Kardashians' billion-dollar brand, says standing out requires a unique perspective, not fame or looks. His course teaches influencer best practices. Experts recommend up-and-coming influencers accept free products for reviews and non-paid deals for exposure, as not all opportunities pay. With social media usage booming in Canada, influencers must overcome pressure to appear perfect online. But for those able to engage their niche, opportunities abound to profit in the expanding, transforming industry.
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Industry News
Peloton partners with TikTok as the video app grows ecommerce
Fitness giant Peloton announced a partnership with social media behemoth TikTok to produce branded short-form workout videos. The content will include live Peloton classes, celebrity collaborations, and influencer partnerships under the hashtag #TikTokFitness powered by Peloton. This marks Peloton’s first time creating custom content for another platform beyond its own as it seeks to rebrand itself more broadly as a fitness company rather than just a stationary bike retailer.
The partnership comes as TikTok ventures into ecommerce, aiming to compete with the likes of Amazon by facilitating purchases directly within the app. With fitness content already popular on TikTok, the collaboration allows Peloton to connect with new demographics beyond its existing customer base. As Peloton tackles declining popularity and membership post-pandemic, leveraging TikTok’s colossal Gen Z user base could aid its goals of appearing more inclusive. The viral nature of TikTok combined with Peloton’s premium brand offers potential for significant mutual benefit between digital native consumers and a company reinventing itself.
TikTok launches new ad performance measurement tools
TikTok unveiled two new ad performance measurement tools offering deeper insight into marketing campaign effectiveness - Cross-Channel Partners and Lift Partners. Cross-Channel Partners analyzes ad impact across online touchpoints leading up to a purchase. It combines multi-touch attribution, measuring ads across digital channels, with post-purchase surveys gathering customer sentiment. Lift Partners evaluates campaign influence on brand metrics, sales, store visits, and viewership.
With conventional models only capturing 20% of TikTok-attributed purchases, these augmented analytics empower informed ad budget decisions. Eligibility for the TikTok Marketing Partners program enabling the tools requires visiting TikTok's site. Melissa Yang, Global Head of Marketing Partnerships and Industry Education at TikTok, said the expert partners reveal campaign significance beyond last-click data. The advanced measurement functionality provides visibility into true consumer behavior and TikTok's role within the customer journey. Marketers can leverage those strategic findings to drive meaningful business growth.
US' largest radio and podcast company Audacy files for bankruptcy with $2billion in debts
Audacy, the largest radio broadcaster and podcast producer in the US, filed for bankruptcy on Sunday just six months after awarding executives $3.2 million in bonuses. The company, operating 227 stations and shows from Stephen A. Smith and others, cited declining radio ad revenues and debt exceeding $1.9 billion in its Chapter 11 filing. Audacy's pre-packaged deal, transferring ownership to creditors, will slash debt by $1.6 billion.
But the move comes after CEO David Field and other leaders pocketed seven-figure payouts in June to "keep the right team in place” amid poor finances. Field claimed a “perfect storm” of economic woes doomed Audacy but said operations should continue normally during restructuring. The broadcaster faces pressure from podcasts stealing radio's market share, an issue plaguing the industry. While bankruptcy should alleviate financial troubles, the bonuses before dire straits, adding up to nearly 5x the median US household income, could spark scrutiny of Audacy leadership’s decisions hastening instability.
The Top Cities for Creator Economy Startups
Analysis of a database tracking over 500 creator economy startups globally reveals key geographical trends. The Los Angeles metro area leads with 105 total companies, followed by 101 in the New York City metro and 83 in the San Francisco Bay Area. However, San Francisco pulls ahead in funding at nearly $3 billion raised, versus $2.8 billion in Los Angeles and $2.4 billion around New York. Among other US cities, Austin, Houston and Dallas combine for 11 startups raising $615 million, and Seattle claims 5 startups garnering $206 million.
Internationally, over 30 UK startups, heavily in London, top non-US locations while boasting over $500 million raised. But India takes first for non-US funding at $1.7 billion spread across at least 12 startups. With creative entrepreneurship expanding rapidly, these startup assortments demonstrate significant density in longtime digital media hubs like New York and Los Angeles. Yet stalwart tech center San Francisco secures greatest capital injection. Still, activity globally shows creator innovation reaching worldwide, connecting untapped markets. Tracking these dispersed ventures provides key intelligence on growth trajectories within the blossoming economy.
Cultural and Influencer Agency Team Epiphany Acquired by Stagwell
Stagwell, a prominent player in the marketing and communications industry, has announced its acquisition of Team Epiphany, a trailblazing agency in the influencer marketing space. Team Epiphany, renowned for its expertise in cultural relevance and experiential marketing, joins Stagwell's Constellation network, which includes notable agencies such as 72andSunny and Instrument. Founded in 2004, Team Epiphany has been a pioneer in influencer marketing, establishing a reputation for integrating creative strategies and design capabilities with robust personal relationships.
The agency's impressive client roster includes Airbnb, American Express, Coca-Cola, and Nike, underscoring its success in driving significant impact for major brands. Led by Coltrane Curtis and Lisa Chu, Team Epiphany operates from its New York headquarters and offices in Los Angeles and Miami, with a dedicated team of 100 professionals. This acquisition marks Stagwell's continued expansion, following a series of acquisitions in 2023, including Movers+Shakers and Tinsel Experiential Design. Justin Lewis, Chair of Constellation, highlighted Team Epiphany's deep understanding of culture as a vital asset for brands focusing on progressive growth. Curtis expressed enthusiasm about joining Stagwell, aligning with its values and commitment to aspirational marketing and community impact. This acquisition comes as Team Epiphany celebrates its 20th anniversary, looking forward to continued growth and evolution within the Stagwell network.
Amazon's Livestreaming Platform Twitch To Layoff 500 Employees
Amazon's livestreaming platform Twitch is set to lay off approximately 500 employees, amounting to 35% of its staff. This decision comes amid ongoing financial challenges and follows the departure of several key executives. Despite Twitch's popularity, with 1.8 billion hours of live video content streamed monthly, the platform remains unprofitable nearly a decade after Amazon's acquisition. These layoffs are part of a broader cost-cutting initiative at Amazon, which saw its largest-ever corporate job cuts in 2022, including 27,000 positions across the company.
Twitch's focus on advertising in recent years has not sufficiently offset its operational expenses. Twitch CEO Dan Clancy, who took over in March 2023, has been working to improve relations with streamers and adjust the platform's approach to advertising, yet financial losses continue. This development is significant for the influencer marketing industry, particularly for those specializing in livestreaming content. Twitch's restructuring highlights the platform's financial vulnerability and raises concerns about the sustainability of similar digital platforms heavily reliant on streaming content.
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Great Paywalled Content
YouTube Shorts Sees Surge in Brand Campaigns - Hello Partner
Per a new influencer marketing report from CreatorIQ analyzing over 2 million posts, short-form video content surged tremendously in 2023 brand campaigns. YouTube Shorts skyrocketed 700% in usage as creators and advertisers capitalize on its expansion. TikTok and Instagram Reels also saw triple-digit percentage increases, cementing short-form's popularity. Furthermore, influencers steered brands toward unconventional channels like live streaming platform Twitch, which jumped 300% in sponsored posts.
Snapchat also gained 242% for multimedia messaging marketing. Despite emerging avenues, Instagram still leads overall with 1.2 million influencer posts and 600,000 Stories. But high-performing Instagram content skewed toward Reels and Stories rather than static posts. Still, with multiple formats closing 2023 strongly, CreatorIQ expects the creator economy to further boom in 2024 as brands deepen experimentation. In an evolving landscape increasingly shaped by short videos spreading virally across apps, influencers should continue opening new opportunities through their trendsetting agility.
Evan Spiegel Says 'Social Media Is Dead' in Leaked Memo - Insider
In an internal staff memo, Snap CEO Evan Spiegel proclaimed "Social Media is Dead" while positioning Snapchat to "transcend" smartphones into augmented reality computing. Determined to rally after stagnant revenues, Spiegel set early 2024 priorities like improved ads and swipe navigation unifying Snapchat's core features. Achieving these goals can finance long-term AR headset ambitions, "our chance to transcend limitations of the smartphone." The memo took shots at rivals like Meta's Facebook and Instagram, along with X (formerly Twitter), for issues like exploiting teens’ insecurities.
Spiegel touted Snapchat as an "antidote" to platforms warped into toxic "online popularity contests." Linked to mental health harm, child safety failures, and spreading misinformation, Spiegel asserted Snapchat "makes people happy" in contrast. But some employees objected to Spiegel’s “hatred” for competitors. Overall, his memo signals Snapchat aims to differentiate itself from the social media herd through unique computing avenues. By evolving the experience into immersive technology, Snap can escape associated industry ills still plaguing dominant networks scrambling to course-correct controversies.
TikTok Quietly Curtails Data Tool Used by Critics - The New York Times
TikTok quietly restricted access to its Creative Center tool which tracks popular hashtags, after critics used the data to scrutinize content related to geopolitical issues. Researchers and lawmakers had utilized the tool, meant for advertisers, to argue TikTok fails to adequately moderate content and is potentially Beijing-influenced. But last week, TikTok removed the search function, limiting access to only top 100 industry hashtags like pets or travel. TikTok claimed "misuse" by those drawing "inaccurate conclusions."
The changes come amid ongoing pressure over TikTok's youth influence and Chinese ownership by ByteDance. One recent report using the data accused TikTok of suppressing topics censored in China. While TikTok contests the methodology, lawmakers praised the research in arguing for TikTok regulation. Critics say the changes further TikTok’s control over data visibility at a convenient time. Some experts call for mandated transparency from social platforms, so access serves both company and public interests. For now, TikTok retains leverage regarding internal insights available to analyze its content.
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