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- How Influencers Use Slack to Land Brand Deals and UGC
- TikTok is hiring a Creator Agency Partnerships lead
- Why Wine Businesses Are Investing in Influencer Partnerships
- The NFL Is Bringing Main-Character Energy
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Great Reads
The NFL Is Bringing Main-Character Energy
The NFL is tapping into major influencer and pop culture energy in 2023. Taylor Swift's high-profile fandom supporting boyfriend Travis Kelce's Chiefs team has introduced legions of Swifties to football. Meanwhile, fashion influencer Kristin Juszczyk's customized game-day outfits cheering husband Kyle's 49ers scored a licensing deal with the NFL and 400k TikTok followers. Experts predict women will drive NFL growth thanks to viral couples content. Playoff viewership records back it up, with championships scoring 120 million unduplicated viewers. Hashtags around the Super Bowl have generated 100+ billion TikTok views.
The league is also actively courting Gen Z audiences via partnerships with top YouTubers to leverage game footage. As girlfriends and wives of players find fame showcasing game day style, their millions of views often eclipse official NFL posts. With the Super Bowl poised to catalyze another social media frenzy, the NFL is embracing influencer opportunities rather than resisting. Between power couples, player fashion, and lifestyle content, football has mass appeal beyond diehard fans. So whether cheering for Kelce, Juszczyk or just enjoying the halftime show, expect TikTok and Instagram to fuel football's hype.
2024 Impact Of Influencer Marketing Report By Traackr
Traackr's 2024 Influencer Marketing Impact Report analyzed how much influence influencers had on 1000 Gen Z and millennial consumers in 2023. Key findings show "legacy" platforms like Instagram remain popular for posting one's own content, but TikTok and YouTube rank highest for consuming influencer content. Short videos under 3 minutes are most engaging, with funny/humorous content topping inspirational or educational posts. For social shopping, YouTube leads product research while Facebook edges out Instagram for actual purchases. Consumers value quality and brand values alignment over deals when considering influencer recommendations.
60% won't buy from brands conflicting with their beliefs, and 63% would unfollow disagreeable influencers. Still, 61% say influencers impact purchase decisions and 53% actively seek their input. While engagement is high, creators struggle to monetize without brand deals or products. But 41% would pay for exclusive subscriber content and 56% are likely to purchase influencer-founded brands. For successful influencer marketing, brands must tailor campaigns toward target demographics' preferred platforms and content types. Balancing relevance with shared values is also key for credibility and conversions. More lucrative partnerships can empower influencers while providing brands longer-term ROI.
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Campaign Insights
Coke launches Happy Tears and Coca-Cola Spiced sodas
Coca-Cola introduces Happy Tears Zero Sugar, a new Coca-Cola Creations flavor available exclusively on TikTok Shop, and Coca-Cola Spiced, a permanent addition to its portfolio. Happy Tears, inspired by "happy tears," features a taste described as cola with a splash of salty minerals, available in the U.S. and U.K. on "Random Acts of Kindness Day"—Feb. 17.
The campaign involves 14 influencers specializing in TikTok Shop to promote the limited-inventory offering, part of Coke's strategy to attract young consumers. The Happy Tears "hype box" includes two cans of soda, a T-shirt, tissues, and stickers, priced at $9.99 with a total of 15,500 cans produced. Coca-Cola Spiced, featuring raspberry and spices, launches in the U.S. and Canada on Feb. 19, with marketing focused on the sensory experience of the drink. This initiative is Coca-Cola's latest effort under its Creations platform to engage Gen Z and introduce the brand to new audiences through social media and innovative flavors.
Google India collaborates with influencers to promote its AI chatbot Bard
Google India has collaborated with influencers once again to promote its AI-powered conversational chatbot, Bard. The latest #BardPuns campaign features creators highlighting Bard's usefulness across planning holidays, DIY projects, cooking, and more. Comedian Shraddha utilizes Bard to organize her vacation calendar. Travel influencer Sharanya Iyer gets flight recommendations for her next itinerary.
DIY specialist Abhinav Yadav creates a papier mâché cabinet with Bard's step-by-step guidance. Fashion influencer Sakshi Shivdasani also relies on Bard's instructions to prepare a creative chaat charcuterie board. Shared puns like "Bard-y Planner" and "Travel Bard-y" add humor while conveying Bard's versatility. This comes on the heels of Google India's first Bard ad in January, starring actress Sobhita Dhulipala. It depicted the AI assistant helping her bake and garden.
Underscore served up 500 influencers to lift Australian Open
Marketing agency Underscore, based in Melbourne, leveraged 500 influencers to promote Tennis Australia and the Australian Open, achieving a staggering reach of over 55 million. The campaign generated more than 2,700 pieces of content, contributing to the Australian Open's record attendance of over one million fans. Tennis Australia praised Underscore for their effective strategy and execution, highlighting the ease with which the campaign was delivered.
Influencers such as Michael Brunelli, Maria Thattil, and Sam Wood, among others, were enlisted to encourage ticket purchases and educate audiences about the United Cup and Internationals. Underscore's approach emphasized authenticity and leveraged their extensive database of 12,000 TikTok and Instagram influencers. The success of the campaign showcases the impact of influencer marketing in promoting major events and the importance of allowing creators to produce content that resonates with their audience.
TikTokers slam e.l.f. Cosmetics Mean Girls product placement. Is it justified?
E.l.f. Cosmetics is facing backlash over its prominent product placement in the recent Mean Girls movie musical. The drugstore brand, which markets heavily toward Gen Z, had numerous callouts in the film including lead character Cady referencing its Satin Lipstick by precise name. But TikTokers slammed the overt advertising as forced and misaligned with the wealthy film antagonist who was shown using e.l.f. items. Influencer Emily Grosser mocked the brand deal in a TikTok video that earned 3.8 million views. Critics said luxury-loving Mean Girls characters would realistically use high-end, not budget, makeup. While metrics are unavailable, the hashtag #meangirlselfmakeup has amassed over 20 billion TikTok views since release.
Still, many argue subtler integration would have worked better. Gen Z prioritizes authenticity, and blatant product placement can risk damaging that perception according to experts. While publicity and awareness spiked, qualitative sentiment towards e.l.f.'s branding suffered on social media from the clumsy approach. Moving forward, brands aiming for organic co-promotion in shows should collaborate early with production teams on thoughtful, value-aligned roles for their products versus disjointedly forcing them into scenes. Ultimately brands must weigh risks versus rewards when attempting integrated marketing. But the online vitriol over e.l.f.'s Mean Girls misstep reinforces that Gen Z can quickly call out inauthentic advertising if not thoughtfully executed.
How Olipop helped popularize the ‘sleepy girl mocktail’
Olipop leveraged the viral "sleepy girl mocktail" trend on TikTok, partnering with creators including Gracie Norton for its "Mocktails in Minutes" Dry January campaign. The campaign featured a virtual sommelier and drove significant consumer engagement, with the Classic Grape flavor seeing a 31% sales increase. The trend, which involves making mocktails with Olipop's prebiotic soda, has garnered over 570 million earned media impressions and 50 million TikTok views. Olipop's strategic engagement with the trend and creators has enhanced its brand visibility and sales, particularly among millennial women, and expanded its presence beyond health-centric markets to mainstream retail locations. The brand's focus on cultural moments and product placement, rather than paid ads, has proven effective in boosting its profile.
Why Wine Businesses Are Investing in Influencer Partnerships
Wine businesses are increasingly incorporating social media influencers into their marketing strategies, as influencers prove vital in reaching and engaging consumers. According to an Ogilvy study, 75% of marketers are engaging in influencer marketing, with 93% planning to increase their efforts. Influencers, particularly in the wine industry, are seen as crucial for connecting with the independent professional segment aged 25-54 years. For example, Jackson Family Wines works with influencers for two-thirds of their 40 global wineries.
A campaign with influencer Erin Berrebi, who has 103,000 Instagram followers, for La Crema resulted in a significant return on investment, highlighting the effectiveness of influencer partnerships. Influencers are valued for their ability to reach hyper-targeted audiences and add authenticity and credibility to brand messages. Collaborations vary, including sampling programs, event partnerships, and influencer trips, with the goal of creating evergreen content and long-term partnerships that benefit both the brand and the influencer. Success metrics for these campaigns focus on engagement, reach, and conversion, underscoring the importance of authentic storytelling and the influencer's connection with their audience. As social media continues to influence consumer buying decisions, influencer marketing becomes an indispensable component of a comprehensive marketing plan for wine businesses.
Reaching Gen Z and Gen Alpha—why legacy beauty brands need TikTok, Instagram and marketing passion
To connect with Gen Z and younger consumers, legacy beauty brands must shift focus beyond sales to passion projects and social issues. Independent, founder-led companies like Rare Beauty that champion specific causes draw Gen Z in with their authenticity and values. Legacy players can follow suit via collaborative social good campaigns, hands-on community engagement, executive TikTok insider content, thoughtful PR gifts, and inclusive initiatives like open castings. Tactics should aim to humanize big corporations, showcase behind-the-scenes personalities, and signal shared priorities with young buyers.
Legacy brands risk coming across as inauthentic otherwise. Consumers feel loyalty yet skepticism, so strategies highlighting transparency, individuality, and societal impact are crucial. With younger generations increasingly supporting brands that align with their worldview, legacy companies must reinvent marketing as a force for good to earn relevance. If out of touch with youth mindsets, even longtime players could see breakups. But brands embracing purpose over profits can potentially spark fresh connections.
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Interesting People
Singaporean Andy Yong’s Social Media Rise: From Photography Hobbyist To Full-Time Creator
Singaporean Andy Yong has transitioned from a photography hobbyist to a full-time social media coach and content creator, amassing over 3 million followers across Instagram and TikTok. Starting with posting photos on Instagram in 2016, Yong capitalized on TikTok in 2022, rapidly growing his follower base by focusing on educational content related to mobile photography. His approach simplifies technical concepts for a broad audience, using relatable language and inclusive content for both iPhone and Android users.
Yong emphasizes direct problem-solving in his videos, offering quick, practical photography tips. Recognizing a demand for deeper educational content, Yong is expanding his offerings with comprehensive courses, aiming to enhance his educational impact and foster a community beyond social media. Additionally, he mentors new creators, focusing on both technical skills and overcoming emotional hurdles. Yong plans to broaden his content scope and explore YouTube, aiming for continuous growth and diversification in his creator career.
Meet TikTok’s ‘GLP-1 influencers’
TikTok has seen a surge in 'GLP-1 influencers,' individuals documenting their weight loss journeys using GLP-1 agonist drugs like Ozempic, Wegovy, and Mounjaro. This emerging community provides personal insights into the use of these medications, encompassing both the positive outcomes and challenges faced. Influencers such as Kim Carlos, Rachel Knight Gullette, and others share their experiences, aiming to destigmatize obesity and advocate for affordable medication options.
The trend, fueled by celebrity endorsements and social media buzz, has increased demand for GLP-1 treatments, despite supply struggles from manufacturers Novo Nordisk and Eli Lilly. However, the trend also raises concerns about promoting potentially unhealthy weight loss practices to impressionable audiences. TikTok has taken action by suspending accounts linked to paid partnerships aiming to boost prescriptions, highlighting the platform's efforts to balance open discussion with preventing dangerous weight loss behavior promotion. This situation underscores the complex role of social media in influencing health and wellness decisions, particularly in the context of weight management and pharmaceutical treatments.
TikTok's Khaby Lame To Make Acting Debut In International Spy Comedy
Khaby Lame, renowned as TikTok's most followed influencer, is poised to make his acting debut in an international spy comedy titled "00Khaby." In this film, Lame will portray a food deliveryman who becomes an unlikely recruit for the CIA, embarking on a mission that entails evading arms traffickers, stealing DNA samples, and thwarting World War III with his distinctive blend of cunning, luck, and optimism. Lame, a Senegalese-born Italian content creator, has expressed his commitment to delving into acting and English studies to excel in his role, alongside undertaking physical training to perform his own action scenes.
The film, produced by Marco Belardi and penned by Nicola Guaglianone and Menotti, promises a mix of action and comedy. Additionally, Lame is set to receive acting guidance from Will Smith, who is rumored to have a cameo in the film. Lame's journey from viral TikTok skits to his upcoming film role highlights his versatile talent and expanding influence beyond social media.
Aimee Song Is Far From An Overnight Success
Aimee Song, a seasoned influencer and entrepreneur, has transformed her passion for fashion and design into a lucrative career. Launching her blog, Song of Style, in 2008, she navigated the challenges of being taken seriously in the fashion industry. Despite initial struggles, including self-funded brand collaborations, Song recognized the potential of social media, especially after Instagram's emergence, to amplify her influence. Her strategic approach and authenticity led to significant brand deals, including a notable partnership with Laura Mercier that reportedly earned her $500,000.
Song's success is attributed to her relatable content and strategic positioning, mixing high-end and affordable fashion. She has expanded her influence through various brand collaborations and launching her own clothing line with Revolve, emphasizing wearable and comfortable designs. In 2023, Song earned an impressive $4.69 million through brand deals and fashion collaborations, underlining her significant impact on the influencer marketing landscape. Beyond her financial achievements, Song has used her platform to advocate for LGBTQ rights, notably influencing Mattel to adopt a more inclusive stance with a Barbie doll inspired by her, wearing a "Love Wins" tee.
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Industry News
Bridging The Gap In The Creator Economy With Brands Meet Creators
Brands Meet Creators, founded by Mike Rama, is a online platform designed to foster direct, meaningful collaborations between brands and digital creators or influencers. With a network of over 40,000 creators, the platform stands out by allowing full autonomy in communication and partnership customization, avoiding restrictive usage rights common in similar platforms. Rama emphasizes the importance of authentic and strategic partnerships that resonate on a deeper level, offering brands and creators the flexibility to negotiate terms that suit their needs, such as time-bound content usage.
The platform aims to correct mismatches in expectations through an open market approach, encouraging fair compensation and creative freedom. Rama advises creators to demonstrate their value proactively to build lasting relationships with brands. Looking ahead, Rama envisions the platform facilitating significant partnerships, potentially involving equity arrangements and expanding to include in-person interactions to strengthen the digital community. Brands Meet Creators aims not only to optimize brand partnerships but also to support creators in launching their own ventures, contributing to their overall growth in the creator economy.
Famous Birthdays Enlists Creator Economy Veteran To Spearhead Pro Push
Famous Birthdays is expanding its services to become a pivotal resource for brands and talent agencies seeking emerging internet talent. Spearheading this initiative is Zach Ferraro, a digital media and creator economy expert, who joins as the head of the new Famous Birthdays Pro platform. Leveraging the platform's extensive first-party data on social media creators, Ferraro aims to connect brands with influencers at the cusp of their breakout moment.
Famous Birthdays, known for its comprehensive database on internet celebrities, seeks to utilize its industry recognition and trust to benefit both brands and creators. Ferraro envisions a future where a profile on Famous Birthdays signifies industry validation for influencers, facilitating their career growth. This vision extends the groundwork laid by founder Evan Britton, who identified the potential in curating social media talent data over a decade ago. With Ferraro's experience, Famous Birthdays is poised to enhance its offerings based on user feedback, solidifying its role as a bridge between brands and the next generation of digital stars.
LinkedIn’s Removing Its Creator Mode Option
LinkedIn is phasing out its "Creator Mode" option, originally introduced in 2021, as part of a broader strategy to move away from using hashtags as a connective tool. Despite removing the ability to switch on Creator Mode from profile settings, LinkedIn will maintain most of the mode's features as optional tools for all users. These include the "Follow" button on profiles and the relocation of the "About" section to the top.
The removal of profile hashtags and the Creator Mode toggle aims to streamline profiles and reflects LinkedIn's shift towards using topics, keywords, and AI to improve content discovery, rather than relying on hashtags. This change could also signal a move to engage a wider audience of creators by making creative tools and analytics available to all members, rather than focusing exclusively on a select group of influencers.
Looking to Hire - TikTok Seeks to Grow Influencer Partnerships for E-Commerce Push
As part of its expanding TikTok Shop e-commerce initiative, TikTok is hiring a Creator Agency Partnerships lead to scale collaborations with influencers and talent agencies. The role, based in Seattle, will focus on designing a growth strategy around influencer shopping content and developing incentive programs to drive key business metrics. Requires 3+ years experience with agency partnerships, influencer marketing, and content operations.
TikTok Shop allows users to shop directly within the app from videos. By leveraging influencers’ existing follower bases, TikTok aims to rapidly gain traction in social commerce. The company is looking for someone highly analytical with both creative landscape knowledge and talent relationships to optimize its influencer approach. Perks include restricted stock units and 401k matching among other top tech company benefits. As TikTok squares off against rivals like Instagram Shopping, its betting on influencer collaborations to differentiate its platform.
URLgenius: Empowering Influencers To Capitalize On Their Audiences
URLgenius is revolutionizing how influencers monetize their audiences by simplifying the transition from social apps to commerce platforms. The cloud-based service, operational for a decade, has recently shifted focus towards aiding influencers without technical support to leverage their social followings effectively. URLgenius bridges the gap between social engagement and e-commerce conversion, facilitating seamless app-to-app transactions and ensuring proper commission attribution for influencers.
The platform's user-friendly approach allows creators to generate links that directly open specific app screens, enhancing the shopping experience and conversion rates. With over $1.3B in commerce revenue driven in Q4 alone, URLgenius offers a straightforward solution for influencers to test monetization strategies, providing deep insights into audience app usage patterns. The patented technology supports influencers in navigating the evolving digital marketing landscape, positioning them as trusted connectors between brands and consumers.
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Great Paywalled Content
Gen Zer self-help influencer runs nearly $1 million business 'manifesting' money - Fortune
Sarah Perl, a 23-year-old entrepreneur, has turned the concept of "manifestation" into a nearly $1 million business. Initially gaining popularity through tarot reading videos on TikTok, Perl's venture into the self-help world of manifestation coaching has resonated with a wide audience, particularly among young adults grappling with financial and existential uncertainties. Her approach involves teaching followers how to believe in a new reality so profoundly that their futures alter. Perl's success story underscores the burgeoning trend of leveraging social media for personal branding and business growth.
With over 2 million subscribers on TikTok, her coaching business, "Manifest Magic," offers online courses aimed at helping people create their dream lives. Perl's strategy focuses on self-worth and the perceived value of her offerings, suggesting that personal belief and energy can significantly influence one's pricing and clientele quality. Despite criticisms of the self-help industry, Perl's narrative champions the power of mindset in achieving success, reflecting a broader shift toward self-employment and entrepreneurial endeavors among younger generations. Her journey from a college student juggling multiple jobs to a thriving young entrepreneur exemplifies the potential of social media as a platform for business innovation and personal transformation.
Chipotle, Oreo, Dunkin’ and other brands respond to Elmo’s social media post - Ad Age
Elmo's recent social media post asking "How is everybody doing?" garnered a massive response, highlighting the Sesame Street character's unique influence across platforms like X, TikTok, and Instagram. The inquiry, which seemed simple, revealed a significant level of public distress and cynicism, with users sharing personal struggles in response. However, various brands seized the opportunity to engage in a more positive or brand-related manner. Companies such as Chipotle, Dunkin', and Oreo responded with light-hearted comments tying back to their products, while others like the Among Us game account shared in the general sentiment of suffering, receiving notable attention.
This phenomenon underscores the evolving dynamics of brand engagement on social media, where companies navigate between humanizing their presence and promoting their products amidst broader conversations about mental health and wellbeing. Sesame Workshop's initiative to extend the conversation across multiple platforms further emphasizes the importance of addressing emotional wellbeing in today's digital landscape, offering a critical reflection point for influencer marketing professionals on the power of authentic engagement.
How X Is Trying to Win Over Influencers - The New York Times
X, formerly known as Twitter, is making a big push into original video content and recruiting established media personalities and celebrities to create shows in an effort to attract advertisers. CEO Linda Yaccarino is leveraging her past TV industry ties, signing deals with the likes of Don Lemon, Tucker Carlson, Tulsi Gabbard and Paris Hilton for upcoming programs. X is deviating from the short-form content common on sites like TikTok, instead focusing on broadcast-quality shows that can run for hours.
The platform pays creators an upfront fee then offers ad and subscription revenue shares. Some creators are drawn by X's loosened content policies under Elon Musk's leadership. While details remain limited, packages to advertise on Carlson's show reportedly cost up to $1.5 million. The focus on familiar media names could help reassure advertisers nervous about brand safety. But it's unclear whether the long-form pivot will resonate with X's users accustomed to bite-sized posts. And exclusivity isn't required, meaning shows could appear on other platforms. Still, X is investing heavily in the creator economy to compete for attention, hoping household names will translate to dollars.
How Influencers Use Slack to Land Brand Deals and UGC - Insider
Influencers and creators are increasingly using Slack communities to land brand partnerships and paid content deals. Slack's features like separate chat channels, emoji reactions, and video calls make it easy for creators to directly connect with marketers and founders. Influencer manager Lissette Calveiro uses a Slack workspace called Women in Influencer Marketing to quickly book creators for clients. Microinfluencer Kristen Bousquet found a "gold mine" of brand partnership opportunities by joining Slack groups focused on startups and consumer packaged goods. Creators can directly message founders seeking influencer marketing help.
User-generated content creator Patricia Redulla is active in Slack communities for small business founders where she brainstorms social media ideas. She's also joined UGC-specific Slack groups where brands post partnership opportunities. While some groups are free, the popular Women in Influencer Marketing charges a monthly or yearly fee. But creators get exclusive brand access and pitch advice. The group's founder Jessy Grossman has noticed more creators joining and is launching a separate paid Slack just for influencers to connect and learn. With little gatekeeping of contacts, Slack creates a collaborative environment for creators compared to other platforms. As more dedicated influencer Slack communities launch, creators hope to find equal footing with marketers to advance their businesses.
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