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- How to do influencer trips right
- Besieged Influencer Chiara Ferragni Is the Talk of Milan Fashion Week
- Tourism Australia Influencer Campaign breached ethical advertising standards
- The creator economy is ready for a workers’ movement
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Great Reads
The creator economy is ready for a workers’ movement
A labor movement may be brewing among social media influencers and content creators seeking more transparency and stability from platforms like TikTok and Instagram. Despite producing high-value videos for sites, most cannot subsist on platform revenue alone. Erin McGoff has 3 million Instagram followers but told TechCrunch a viral video earning 900k views made just $6. Creators heavily rely on sponsorship deals, which lack oversight on fair pay standards. Without industry guidance, creators exist in a financially precarious position ripe for exploitation. Career longevity is an immense concern too, averaging just 5-7 years for internet celebrities. In pushing for change, creators point to Hollywood unions that won improved studio contracts after picketing last year.
Some see an opportunity to collectively advocate for themselves in a similar vein. Key asks include contractual safeguards, standardized brand partnership rates, regulated repost policies, and transparency around sudden algorithm shifts that impact income and reach. Creator sites wield immense power, yet often lack accountability or recourse for arbitrary account suspensions. Overall, the creator economy lags behind other industries in providing basic protections that offer financial and professional security. But momentum is accelerating to close those gaps. Several fledgling organizations like creators.org now aim to organize influencers and negotiate on their behalf. But uniting a fragmented community with varied priorities poses challenges for mass mobilization. Still, creators are newly empowered to demand conditions that make their work sustainable for the long-term.
Discord, Twitch Talent Vets Launch Jan One - A Creator-First Consultancy
Jan One, a newly launched consultancy by a trio of creator economy veterans including Kenny Layton and Eileen Grennen, aims to foster sustainable partnerships between brands and digital creators. With extensive experience at platforms like Twitch and Discord and with brands such as Popsugar and Logitech, the founders of Jan One are dedicated to integrating creators into branding campaigns as true partners from the outset. Named to honor the internet's official birthday, January 1, 1983, Jan One seeks to build lasting relationships rather than transient influencer marketing campaigns.
The consultancy's approach is informed by the founders' background in talent management and creator platform development, including Grennen's role in the founding team of Playlist Live and Layton's key contributions to talent agencies CAA and WME. Jan One's strategy focuses on understanding the specific needs of brands and the evolving interests of creators to drive culturally relevant partnerships. Services include identifying appropriate creators for product launches, soliciting creator feedback, and providing strategic guidance. This model aims to offer creators more than one-time sponsorships, emphasizing integrated, strategic campaigns. This initiative reflects a growing trend in the influencer marketing industry towards deeper and more meaningful collaborations between brands and creators.
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Campaign Insights
Italy Regulator Tightens Rules on Influencers After Ferragni Scandal
Italy's communications authority, AGCOM, has established new regulations aimed at enhancing transparency in social media posts by high-profile influencers. This move follows the imposition of a fine exceeding €1 million on Chiara Ferragni, a prominent influencer with nearly 30 million Instagram followers, for her role in a charity campaign lacking clear disclosures. The rules, initially focusing on influencers posting in Italian and collaborating with Italian brands with over 1 million followers, mandate explicit labeling of advertising content to ensure recognizability. Failure to comply may result in fines up to €600,000.
These measures highlight the growing influence of online personalities in shaping consumer behavior and brand visibility, often surpassing traditional advertising's impact. AGCOM also requires influencers to adhere to a code of conduct applicable to all media, emphasizing impartial communication and the avoidance of fake news, discrimination, or racist content. The authority clarified that these regulations, in development for over a year, are not targeted at Ferragni specifically and anticipate that influencers with smaller followings will voluntarily adopt similar standards. For influencer marketing professionals, this development underscores the increasing regulatory scrutiny and the need for transparency and ethical practices in digital advertising.
From livestreaming to ‘shoppertainment,’ Gen Zers lead the way in Singapore’s online shopping space
In Singapore, Gen Z consumers are increasingly shaping the online shopping landscape through social media platforms and a trend known as 'shoppertainment'. A Meta and Bain & Company report highlights that 72% of Gen Zers in Singapore prefer online shopping, with 45% using social media for discovering, evaluating, and buying products. E-commerce features on social media platforms like TikTok and Instagram are gaining traction, offering direct purchasing options and contributing to the social commerce industry's growth.
This industry is expected to reach $6.99 billion in Singapore by 2028. Gen Zers show a preference for TikTok and Instagram over Facebook, with these platforms hosting over 15 million businesses in Southeast Asia. 'Shoppertainment' combines entertainment and informational value in videos to drive purchases, creating an emotionally engaging shopping experience. This approach appeals to Gen Zers' desire for authenticity and credibility in product promotion. Influencers, especially nano-influencers with 1,000 to 10,000 followers, play a crucial role in attracting Gen Z shoppers through niche recommendations. Traditional e-commerce sites are adapting by using smaller-scale influencers for local campaigns, catering to Gen Z preferences. Social media commerce also simplifies the buying process by integrating information search tools with direct purchasing capabilities, exemplified by Instagram's 'shoppable posts'. Gen Z's growing financial power and social influence make them a key demographic in the evolving online shopping market, significantly impacting purchasing trends across generations.
Peters Drumstick partners with Clean Up Australia in new influencer campaign
Peters Drumstick, in collaboration with Clean Up Australia, has launched an influencer marketing campaign titled 'Let's Clean Up Our Backyard' to promote environmental awareness and community action. The campaign, created by Sick Dog Wolf Man and managed by digital agency WiredCo, features MasterChef judge Andy Allen as the ambassador. This initiative aims to raise awareness and drive registrations for Clean Up Kits, encouraging Australians to participate in cleaning their local environments.
Peters Drumstick has committed $250,000 to provide free Clean Up Kits, addressing the 74 million tonnes of waste produced annually in Australia. The campaign also introduces two new Drumstick flavors, Iced Latte and Choc Raspberry Brownie, with QR codes on the packaging that lead to the Clean Up Australia x Drumstick website for kit sign-ups. Andy Allen and the team at Peters Drumstick express their passion for protecting the environment and the importance of community involvement in environmental preservation. This campaign highlights the role of influencer marketing in driving social and environmental initiatives, demonstrating how brands can effectively collaborate with influencers and organizations to promote positive change.
Tourism Australia Influencer Campaign breached ethical advertising standards
Tourism Australia has come under scrutiny for potentially breaching ethical advertising guidelines. The government agency reportedly funded trips for high-profile influencers, including Laura Brown and Hamish Blake, without requiring them to disclose that their social media posts were sponsored. This lack of transparency raises concerns as the consumer regulator prepares to release new guidelines for influencers and businesses to ensure clear advertisement disclosures. The agency's annual report highlighted these trips as part of its public relations strategy. However, initial Instagram posts by Brown and Blake did not indicate that their travel was sponsored by Tourism Australia.
Following inquiries, these posts were updated to include disclosures. The Australian Competition and Consumer Commission (ACCC) emphasizes the need for influencers to make promotional posts immediately obvious to consumers, including when receiving free products or services. Failure to disclose such relationships may constitute misleading and deceptive conduct under Australian Consumer Law. This situation illustrates the evolving challenges and responsibilities in influencer marketing, particularly regarding transparency and adherence to advertising standards. It highlights the importance for influencers and agencies to stay informed and compliant with regulatory guidelines to maintain ethical practices in digital advertising.
McCann China Named Agency of Record for Convenience Food Giant Jinmailang
Jinmailang, a leading food and beverage company in China, has appointed McCann China as its agency of record for 2024. This collaboration marks a significant step for Jinmailang in its brand strategy and integrated marketing efforts. McCann China will be responsible for developing communication strategies, creative solutions, and integrated marketing campaigns across Jinmailang’s diverse product portfolio, which includes instant noodles, convenience foods, and bakery products. Founded in 1994 in Hebei Province, Jinmailang is one of China's top 500 privately-owned businesses.
The partnership with McCann, occurring in Jinmailang’s 30th anniversary year, aims to elevate the brand's presence and appeal to Chinese consumers. McCann Worldgroup China's Influencer Marketing Unit will play a pivotal role in this partnership, leading celebrity and key opinion leader (KOL) communication strategies. Ran Huan, the brand head of Jinmailang's food business, expressed confidence in McCann's deep understanding of the convenience food industry and their ability to uplift the brand. Shu Wu, managing director of McCann Worldgroup China, highlighted the agency's expertise in marketing local brands and its 30-year history in China. The partnership is seen as a testament to McCann's strength in helping local brands grow and succeed.
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Interesting People
Canadian Vlogger Icess: On Turning Her Lifestyle Into A Full-time Career
Icess shares an unfiltered look into her upscale daily life through spontaneous vlogs from glamorous Toronto. The social media star stresses being the same energetic, genuine self on and off-camera. She treats her growing audience like family - comfortably expressing all emotions. A typical day involves filming up to 6 videos around the city and editing at home. But away from public personae, Icess unwinds through private hobbies like cooking and family time. She's also yet to flaunt talents like singing online. Icess focuses content on consistency over viral hits.
Catering to her loyal niche and their satisfaction takes priority over chasing metrics. Her organized creative process starts by journaling video ideas to revisit later with an intentional approach. For aspiring creators doubting themselves, Icess advises trying new things without fear. Success comes from believing in your skills even if initial attempts falter. She's leveraged her authentic personal brand into steady brand sponsorships. But Icess only partners with companies resonating with her audience that she'd personally use. With passion reaching beyond vlogging into entertainment realms like modeling and music, Icess aims to keep mastering her craft full-time. As a testament to her influence, the proof lives in the highly-engaged community who views her as family.
Three African Influencers on the State of the Industry on the Continent
Three prominent African digital creators - Foyin Ogunrombi, Charity Ekezie, and Levi Maluvele - spoke with OkayAfrica about progress made and obstacles that remain for influencer marketing on the continent. While global spending reached $21.1 billion in 2023, platforms often lack monetization tools tailored to African audiences. Ekezie and Ogunrombi reflected on initially doing social media for sheer passion without pay, unaware of the concept of "influencer" as a formal role. Back then, bloggers focused more on long-form writing versus today's visual dominance. Revenue from the likes of Instagram and TikTok is still negligible in Africa compared to lucrative brand sponsorships and product gifting.
However, scoring those deals remains inconsistent for African talent. Misconceptions that influencing is easy or insignificant work also persist externally. But the influencers believe Africa's cultural moment has enabled them to find an engaged "sweet spot" with Western viewers hungry for insights on local life. Ekezie says her largest viewership comes from educating foreigners rather than locals already familiar. So while monetization lags, exportability thrives. Yet attainment gaps likely owe to systemic investment issues, not talent deficiencies. The profiled voices exude professionalism and strategic understanding of their specialties. If platforms build out and formalize Africa partnership programs, equalizing compensation could ignite a vast creator economy. For now, brands must carry the mantle in ensuring these digital taste-makers receive their due. Because beyond financial security, they shape perceptions of a dynamic continent.
Follow Your Passion On Djerf Avenue: Lessons From Matilda Djerf And Rasmus Johansson
Swedish fashion label Djerf Avenue rapidly achieved $35 million in sales just four years after launch. Founders and real-life couple Matilda Djerf and Rasmus Johansson recently spoke on their journey. Djerf boasts over 3 million TikTok followers propelling their authentic brand personality. The founders credit maintaining profitability from day one as crucial, unlike most fashion houses. They focus on quality over fast growth or margins. Lean operations like in-house production aid efficiency. Additionally, Djerf Avenue embraces agility to pivot their offerings and processes when needed.
They anticipate and welcome constant evolution as part of a passion project designed for longevity. U.S. consumers especially flock to the brand's size-inclusive Scandinavian-inspired pieces unavailable among European luxury competitors. Djerf speculates quality materials at moderate price points drive stateside interest. Looking ahead, Djerf Avenue will keep expanding into new categories hinted to launch first at a 2024 New York pop-up. Sustainability also takes focus through remake initiatives and resale channels. As young visionaries, Johansson and Djerf prove success doesn't follow a singular path. By boldly nurturing what makes their business unique, they built an authentic community and model that can inspire entrepreneurs of all ages.
River Jordan: GRWM Mens Classic Fashion Edition And Instagram Modeling
River Jordan, a New Zealand-based barber, has unintentionally become a notable influencer in the realm of men's fashion. His commitment to a classic and sharply tailored style, showcased on Instagram, has organically attracted a following and enhanced his barber business. Jordan's approach to fashion, emphasizing confidence and an idealized image of a stylish gentleman, resonates with his audience. Jordan's journey into influencing began with hairstyling videos and landscape photography before finding his niche in vintage fashion, distinct from the prevalent streetwear trends. His authentic representation of vintage aesthetics, captured spontaneously in his daily life, has contributed to his online success.
This authenticity extends to his business, where he notes that about 70% to 80% of his clients come from Instagram. Despite encountering challenges such as internet trolls and the difficulty in distinguishing between genuine recognition and discomforting attention, Jordan finds fulfillment in positively impacting his followers and bonding with his wife over their shared interest in social media. Jordan's story offers insights for influencer marketing professionals, highlighting the importance of authenticity, niche appeal, and the potential for influencers to organically integrate their personal and professional lives.
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Industry News
iKala Bets On AI To Capitalize On Southeast Asia's Creator Economy Boom
Taiwan startup iKala is accelerating regional growth of its influencer analytics platform KOL Radar to capitalize on Southeast Asia's surging creator economy. The expansion taps AI to conquer hurdles of fragmented, inconsistent influencer data. The SaaS solution consolidates 2+ million verified profiles across major social platforms. Advanced matching and discovery tools then facilitate influencer partnerships aligned to campaign goals. Demand for such targeting and consolidation capabilities is rising as more brands shift budgets toward social commerce and influencer sponsorships. But CEO Sega Cheng spotted database gaps that iKala is positioned to fill. Localized creator profiles remain scattered, lacking cohesion for regional campaigns. Performance tracking also lags compared to western counterparts. KOL Radar standardizes metrics like engagement rates while localizing features across distinct cultures.
Under the hood, natural language processing and generative AI drive analytics and search innovations. Brands can conversationally express campaign needs to automatically surface ideal influencers. Explainable recommendations similarly boost transparency. As online privacy regulations shake up digital marketing, iKala is also pioneering cookieless tracking solutions specific to influencers. The initiatives demonstrate iKala's technical savvy and regional understanding needed to organize fragmented creator data. By bringing order to chaos, their expansion helps brands cut through noise to pinpoint high-value partners faster amid social media's extreme noise. Expectinfluencer analytics and automation to accelerate with platforms like KOL Radar smoothing major pain points. The technology promises improved ROI by matching creators with precision - a value prop no marketer can ignore.
Alibaba, TikTok woo US with AI and live-streaming e-commerce at CES trade show, setting the tone for 2024
Both Alibaba and TikTok leveraged the high-profile CES 2024 tradeshow this week to demonstrate their latest artificial intelligence (AI) and live streaming ecommerce innovations targeted for Western markets. Alibaba spotlighted its Smart Assistant chatbot feature on the Alibaba.com B2B platform, developed using large language models similar to ChatGPT. It aims to aid buyers in navigating the sourcing website, though early tests showed limitations facing new generative AI services. Meanwhile, TikTok staged an interactive booth for TikTok Shop, its livestream shopping channel. Influencers broadcasted directly from CES, highlighting concepts the platform is betting on for international expansion akin to the thriving model already in China.
However, TikTok Shop cannot currently onboard Chinese suppliers in the U.S. The splashy presence of both Chinese tech giants underlined AI's ubiquity at this year's show. Virtually every major company touted its developments, making the technology impossible to ignore in 2024 and beyond. For Alibaba and TikTok, the high-tech debuts signaled their global ambitions in spaces like conversational commerce and live shopping. As startups increasingly leverage similar capabilities, the innovation race also carries stakes in sustaining - or disrupting - their dominance. While early generative AI and ecommerce experiments showed rough edges, refinement will enable powerful consumer applications in time. Already core strengths today, these areas seem destined to shape the tech titans' futures.
TikTok Shop’s make-or-break year
TikTok Shop, launched in the U.S. in September 2023, is experiencing a pivotal year as it attempts to redefine social shopping. Initially marked by a low entry barrier and a diverse range of products, TikTok Shop has become synonymous with impulse buys ranging from clothing to wellness supplements. However, the platform faced challenges with product quality and authenticity. In 2024, TikTok Shop is taking steps towards maturity, increasing commission fees from 2% to 8% and scaling back merchant subsidies. This move aims to enhance product quality and attract a broader mix of brands.
TikTok's strategy diverges from other social platforms, integrating payment tools and user reviews to streamline the shopping experience and build trust. This approach, including managing order fulfillment and shipping, positions TikTok to potentially rival e-commerce giants like Amazon. For influencer marketing professionals, TikTok Shop's evolution is significant. The platform's target audience, primarily Gen Z, aligns with the influencer-driven "TikTok made me buy it" trend. Brands leveraging TikTok Shop need to consider product alignment with current trends and audience preferences. Collaboration with TikTok creators remains a key strategy, as content from influencers often outperforms brand-generated content. Fashion and beauty brands remain cautious, considering the platform's mixed reputation for quality. The increased seller fees and evolving landscape may foster a more premium environment, but the platform's success in attracting major fashion brands remains to be seen.
Primetag secures €3.5M for its influencer marketing analytics platfom
Primetag, a Portuguese data and martech company specializing in influencer marketing analytics, has secured €3.5 million in funding co-led by Indico Capital Partners and Iberis Capital. The investment aims to bolster Primetag's position as a pivotal platform for brands, agencies, agents, and influencers, facilitating connections and enhancing return on investment (ROI) in influencer campaigns.
Primetag's platform offers a comprehensive suite of tools for marketing planning, measurement, and optimization, providing real-time, full-funnel KPI metrics for each campaign. The platform's unique selling proposition lies in its omnichannel measurement capabilities, which include both online and offline sales conversions. Currently, Primetag's solutions and services span over 50 markets. Manuel Albuquerque, CEO of Primetag, expressed confidence in the scalability of their core product, highlighting the company's readiness for global expansion. The new funding will enhance data analytics capabilities for Primetag's global clients.
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Great Paywalled Content
More older women are social media influencers, and brands are noticing - The Washington Post
A growing cohort of female social media stars age 50+ is attracting mass followings and marketer interest. As older audiences expand their digital savvy and spending power, brands increasingly realize the value in partnering with relatable faces from their demographic. Platforms like Instagram and TikTok now boast over-50 influencers boasting up to 1.5 million followers. Their stylish confidence and youthful spirit also resonate widely with women ages 25-34. The appeal owes partly to an inspiring narrative around aging on their own terms. "Anti-aging" products get rejected for embracing life's later stages. Younger fans feel motivated to emulate such figures when they themselves turn 50 or 60.
Still, some report brands pigeonhole them to promote stereotypical old-age items like menopause medications rather than their true specialties. Additionally, marketers fail to grasp these creators' unexpected sway with millennials and Gen Z. But data shows intergenerational interest in aspirational older icons is quite real. This mirrors elders' expanding economic clout as education, incomes, and life expectancy all climb compared to past generations. With ageism-free messaging that exudes positivity and wisdom, over-50 influencers are smashing outdated notions of marketing solely to one's peer demographic. Their determination to shift perceptions can deliver brands serious returns. Expect more brands to tap the power of role models who appeal across generations through empowering visions of later-life vitality. Fighting invisibility in advertising, their impact keeps underscoring that life experience breeds coveted authenticity.
YouTube Shorts, Short-Form Content Lead Influencer Marketing Growth - Insider
Spending on social media influencers expanded 14% year-over-year in 2023, per data from creator marketing platform CreatorIQ. Fueling growth is booming interest in short-form videos on leading platforms. Analysis of over 2 million posts found the total "earned media value" brands garnered from creators reached $62.3 billion. The metric calculates potential impressions, reach and engagement. YouTube Shorts saw branded partnership investment rocket 700%, while TikTok and Instagram Reels each topped 100% spending jumps. Food, tech, and beauty were among the most active categories. Still, Instagram held firm as the top platform overall thanks to its unrivaled user base. But experiments expanded on emerging venues like Twitch (300% yearlyCreatorIQ growth) and Snapchat (242%).
The surge in short video signifies evolving audience tastes, especially among younger demographics like Gen Z. Brands are chasing their eyeballs - and wallets. Yet polish still lacks on newer formats like YouTube Shorts, where some marketers only dabbled to complement existing relationships. As adoption hits critical mass in 2024, bigger standalone commitments should follow. The data affirms the swelling role creators now occupy in marketing budgets. Their authentic voice and camaraderie with fans drive engagement traditional ads can't match. And the embrace of bite-sized content shows advertisers will morph to stay culturally relevant. In an age when smartphone addiction wrestles attention, concise and visual storytelling wins.
Besieged Influencer Chiara Ferragni Is the Talk of Milan Fashion Week - The New York Times
Italy's most famous influencer, Chiara Ferragni, faces turmoil as criminal fraud charges, sponsors defections, and mass follower losses besiege her carefully-crafted persona. The 36-year-old digital entrepreneur pioneered influencer marketing in Milan. But accusations she misrepresented a charity tie-in with a Christmas cake brand have abruptly tainted her legacy. Prosecutors allege Ferragni falsely implied sales proceeds would aid a children's cancer hospital when she actually pocketed $1 million for the branding deal. She disputes claims of aggravated fraud but admitted to a "communication error." The scandal sparked a advertiser exodus from Ferragni's production company and Prime Video show. She also lost hundreds of thousands of Instagram followers abruptly ending years of stratospheric growth.
Critics attacked everything from her $600 apology sweater to family dog. Observers say missteps in image handling and response fed reputational freefall, rather than moving quickly for meaningful amends. But some also detected political opportunism and gender bias in the fierce condemnations by right-wing leaders. Regardless, material impacts have followed, with a noticeable drop in shoppers at Ferragni's branded stores in Milan and Rome. After building an empire on intimate life documentation and consumer inspiration, her diminished credibility may irreparably rupture bonds with followers who now feel duped. The dizzying dethroning of Italy's influencer queen signals a warning to those selling connection. With great sway comes accountability, and betrayals of trust can collapse carefully constructed public image and business ventures overnight.
The Gun Influencer Who Used Small-Town Cops to Import Machine Guns - WSJ
A sprawling federal investigation has exposed an illegal gunrunning scheme aided by firearms influencer Larry Vickers. The ex-military trainer leveraged his sway over police chiefs to illegally import dozens of restricted guns. He pleaded guilty in October alongside several lawmen who enabled the operation. Vickers curried small town police chiefs to request demonstrations of highly-controlled machine guns and short-barreled rifles solely to let his ring keep and sell them. Chiefs saw Vickers as a legend for his YouTube following and training expertise. They asked to see up to 73 guns with no real department interest. The 1986 federal machine gun ban makes existing ones so valuable that opportunities to acquire more are rare.
But a process where dealers can still import them for police evaluation enabled abuse. Officials now allege massive volumes came in for profit rather than law enforcement needs. A wider probe into the network stemmed from a Phoenix man reselling imported weapons online. Texts showed coordination with Vickers’ associate to traffic firearms. As charges mount, agencies enact tighter restrictions around weapon demonstrations. For fervent gun communities, the case represents government overreach against lawful owners. But 245 illegal guns with murky whereabouts pose public safety risks, prosecutors argue. They ensure violations in the legal market enable criminal elements. The saga illustrates the immense sway of social media gun personalities. But notoriety is no shield from accountability. For Vickers, his influence and esteemed career conclude in tragic irony - stripped of the firearm freedoms that defined his identity.
How to do influencer trips right - Vogue Business
Skincare brand Topicals orchestrated an influencer trip to Ghana that garnered enthusiastic social media buzz, avoiding backlash faced by other beauty brands. The company took 12 Black creators to Accra for a week-long cultural celebration. Content showcased their experiences while spotlighting local businesses. Experts attribute the positive response to Topicals' thoughtful approach. As an inclusive brand focused on communities of color, the location and participants authentically fit its identity. Founder Olamide Olowe stressed contributing to Ghana through cultural exchanges. In contrast, recent trips by Tarte and Pink Honey faced criticism for extravagance amid economic woes and lack of diversity. Topicals enjoys existing brand goodwill with Gen Z and millennials for its science-led formulas tackling skin conditions.
Additional keys to success were the brand's long-term relationships with attending creators and spread of trip content to aligned audiences. Rather than chasing influencer clout, messaging aimed to build awareness organically. The case shows that luxury trips can avoid indignation when executed deliberately. As consumers scrutinize social causes, integration with brand values and marginalized communities makes the difference. Still, potential pitfalls exist, like superficial destination choices or surface-level inclusion. The experience must feel tangible to followers. Topicals aptly tied the occasion to cultural heritage and skincare bonded by identity. As competition for eyeballs grows, expect more brands to reconsider extravagant influencer gimmicks. Success will come from campaigns speaking genuinely to how diverse communities wish to see themselves represented.
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