|
|
|
|
- How Abercrombie Leveraged Influencers To Revive Its Brand
- TikTok Creator Fund to end in December
- Instagram Friends Map may clone Snapchat's Snap Map feature
- Asos relaunches programme that turns staff into influencers
|
|
Great Reads
TikTok Begins Removing Universal Music Publishing Songs
TikTok and Universal Music Group (UMG) are intensifying their royalty dispute, with UMG beginning to remove its published songs from TikTok. This action follows the expiration of their licensing agreement on January 31, expanding the conflict beyond UMG-owned or distributed recordings to include a broader range of music. The disagreement centers on renewal terms, with UMG seeking fair compensation for artists and songwriters, protection against AI's harmful effects, and user safety on TikTok.
UMG's vast catalog includes notable artists like Adele, Justin Bieber, and Taylor Swift, making the impact significant. TikTok counters UMG's claims by emphasizing its efforts to reach artist-first agreements with other labels and publishers. The standoff shows no signs of an immediate resolution, reminiscent of past disputes between music labels and platforms. The outcome could have a considerable impact on music promotion and royalties within the influencer marketing industry, affecting how content creators leverage music for engagement on TikTok.
Instagram grows Creator Marketplace to help brands find creators
Instagram is rolling out its Creator Marketplace feature to 8 new countries over the coming weeks. The marketplace helps connect brands with creators to foster social media partnerships and sponsored content opportunities. Available in Canada, Australia, New Zealand, the UK, Japan, India, and Brazil, the Creator Marketplace provides curated, machine learning-based suggestions to match brands with suitable creators. Brands can search for creators based on audience demographics and interests. Creators build out profiles highlighting their content and engage with interested brands. Once matched, brands and creators collaborate on branded content and sponsorships directly within the Instagram app.
These partnerships leverage Instagram's ads tools to boost reach and performance through "partnership ads." Instagram hopes the Creator Marketplace will streamline the process of discovering relevant creators for social campaigns. As the company stated, "brands have told us it can be challenging to source creators for partnership ads." By matching brands with vetted, interested creators upfront, the company aims to facilitate more fruitful sponsored content relationships. The launch builds on Instagram's prior efforts to monetize creators and offer brands influencer marketing options tailored to the platform.
|
|
Campaign Insights
How Abercrombie Leveraged Influencers To Revive Its Brand
Abercrombie & Fitch, once synonymous with a preppy, exclusive aesthetic, has successfully reinvented its brand through strategic influencer partnerships, particularly on TikTok and Instagram. After facing a significant decline due to controversy and a shift in consumer preferences, Abercrombie has embraced inclusivity and diversity under CEO Fran Horowitz's leadership since 2017. The brand's emphasis on realness and messiness appeals to Gen Z and millennials' desire for authenticity.
In 2023, Abercrombie's creator program fostered organic growth by engaging with influencers who have a genuine affinity for the brand, maintaining authenticity even in sponsored content. This approach, combined with a focus on high-quality, inclusive products like the Curve Love denim line, has revitalized Abercrombie's image and market presence. The brand's earned media value, a key indicator of digital media impact, underscores the effectiveness of this strategy. Abercrombie's shift from an exclusionary brand to one that champions size acceptance and diverse representation has significantly contributed to its resurgence, with social media influencers playing a pivotal role in promoting key products and values.
Asos relaunches programme that turns staff into influencers
UK fashion retailer ASOS has revived its "Insider" influencer initiative that transforms company employees into social media content creators. First established pre-pandemic in 2020, the program was put on hold during COVID but now returns with 36 style-savvy staff members from various ASOS departments. Dubbed "style enthusiasts" by the company, Insiders are tasked with bringing "the most relevant fashion product to consumers" through curated picks, outfit inspiration, beauty advice, and trend insights across social platforms.
Goals include forging "authentic connections" with 20-something shoppers and potentially fronting brand partner campaigns. Per ASOS senior customer director Dan Elton, "We're so excited to be bringing back Asos Insiders and to be giving our customers a glimpse behind the curtain at Asos...we think there's no-one better to help us create deep and authentic connections with our customers than our very own Asosers." Essentially, the company is leveraging its own uniquely fashion-focused employees as relatable influencers who can build engagement and drive sales through first-hand product knowledge and style credibility. It's an efficient and cost-effective take on influencer marketing that platforms insider passion into commercial success.
John Cena Joins OnlyFans, but Not for the Reason You Think
WWE legend and actor John Cena has created a free OnlyFans account—but not for the racy content the platform is known for. Instead, Cena is using OnlyFans to promote his upcoming film "Ricky Stanicky" in character as the movie's titular star. The OnlyFans account features Ricky Stanicky's biography, promising "spicy pics and vids" from the "renowned impersonator, philanthropist, investment banker, socialite, cancer survivor, and method actor."
So far there are two posts: A 2-second clip of Stanicky seemingly being injected with something painful and a photo of him parodying Britney Spears' schoolgirl outfit while licking liquid from a broken bottle on the floor. Both teasers appear to show actual footage from "Ricky Stanicky," premiering on Amazon Prime Video March 7th. As Cena advertised his OnlyFans foray on Twitter: "You’re gonna see me, like you’ve never seen me before!" Of course, the twist is fans see Cena only in his film character, keeping things PG-13 rather than R-rated. It's a clever marketing ploy playing into OnlyFans' notoriety while staying family-friendly. And by making subscriptions free, Cena and the "Ricky Stanicky" team aim to lure in fans curious to see the actor in a provocative, if tongue-in-cheek, light. Those hoping for images of Cena himself au naturel will simply see more glimpses of his Method acting chops instead.
Warner Bros. teams with Snapchat for AR ‘Dune: Part Two’ campaign
Warner Bros. has partnered with Snapchat to promote "Dune: Part Two" through an innovative campaign featuring augmented reality (AR) lenses and custom Cameo stickers. This collaboration, which builds on the success of a previous partnership for the "Barbie" film, aims to captivate the younger demographic ahead of the movie's release on March 1. The campaign's highlight is an AR Lens that transports users into the movie's universe, allowing them to experience riding a sandworm as characters from the film.
Additionally, Warner Bros. will run video ads on Snapchat to direct users to a microsite for ticket purchases. This strategic move leverages Snapchat's extensive reach among younger audiences, with the platform engaging over 300 million daily users in AR activities and capturing a significant portion of the 13- to 34-year-old demographic globally. Despite facing challenges, such as a decline in North American users, Snapchat's campaign underscores its potential as a marketing channel for movie promotions, emphasizing interactive and immersive user experiences.
Clinique’s newest social media influencers? Derms
Iconic skincare brand Clinique is enlisting a group of dermatologists as social media influencers to provide science-backed guidance amidst an onslaught of viral, often questionable, TikTok beauty hacks. Dubbed the "Derm Creator Council," 7 US-based dermatologists, boasting hundreds of thousands to millions of followers, will create educational content on Clinique products and evaluate beauty trends. They'll also consult the brand on formulating social strategy. It's a two-pronged effort to meet consumers where they increasingly look for skincare advice — social media. As Clinique's marketing VP Catie Cambria stated, "
This is where they’re looking for education from dermatologists and brands on their skin." The goal is to amplify credible voices to drown out misinformation. Brand director Isabella Palmer noted "growing scepticism around product efficacy" necessitates "expert education and trusted opinion." Further, 80% of dermatology providers report patients bringing dubious TikTok trends to appointments. Thus, Clinique hopes science-first messaging from influential doctors cuts through the noise. It's also a way to reach new consumers who otherwise lack dermatology access. As Cambria said, "TikTok and Instagram have opened up this entire accessibility in terms of giving consumers access to insights and to education that they never would have had."
|
|
Interesting People
Tussalty, The Fast Journey And Luxuries: Insights To The World Of A Tech Influencer
In under a year, TikToker Tussalty (aka Ian Bellinger) has amassed over 1 million followers sharing his passion for the latest tech products and innovations. Initially focused on video game streaming, Ian pivoted at his parents' urging to pursue content creation professionally. He quickly found success by leaning into his authentic enthusiasm for technology. Now signed to a digital talent agency, a typical day involves handling business tasks in the morning before intense blocks of filming or editing in the afternoons. Ian aims to produce 2-3 videos per week in addition to long-form YouTube content.
Reflecting on his rapid rise, Ian credits his management team for taking an early risk that gave him the confidence to thrive. He's already worked with major brands like T-Mobile, the NBA, and Chevrolet. While open to any collaboration that fits his values, Ian does draw the line at promoting products like makeup that don't align with his tech persona. Looking ahead, he envisions growing his influence through streaming platforms and even launching his own consumer tech company someday. For now, Ian focuses on consistently delivering entertaining, informative videos to his loyal fanbase - a proven formula that's already made him a top name in Tech TikTok.
Creator Tips From Professional TikTok Snacker Lavelle: Insights From An Ex-producer
Lavelle, a former producer turned TikTok snack influencer, shares insights into his journey from behind-the-scenes work to becoming a sensation on social media. Leveraging his authentic personality and passion for snacking, Lavelle has cultivated a strong following by creating content that resonates with viewers' everyday experiences. Despite battling impostor syndrome, he emphasizes the importance of authenticity, consistency, and embracing the process, including the lows, to achieve success.
His strategy includes recording directly in the TikTok app to enhance reach, focusing on video pace, and adding authenticity through intentional imperfections. Lavelle advises creators to remain true to themselves, avoiding comparisons with others, as success varies widely due to algorithm unpredictability. On brand collaborations, Lavelle underscores the importance of understanding content usage rights, seeking creative freedom, and partnering with brands that recognize the creator's value. His ultimate goal is to transition from content creation to acting, crediting his followers for making his dreams attainable. Lavelle's story offers valuable lessons for influencer marketing professionals on the significance of genuine content and strategic brand partnerships.
When founders turned content creators
A growing number of entrepreneurs are venturing into content creation, with Zerodha's Nikhil Kamath leading the charge through his 'WTF Is' podcast, where he discusses a wide range of topics with experts and celebrities. This trend signifies a shift towards leveraging personal experiences and industry knowledge to engage with audiences beyond traditional business ventures. Founders like Kunal Shah of Cred and Deepinder Goyal of Zomato are also creating their own content, ranging from podcasts to social media posts, drawing in audiences with their insights and experiences.
While some, like Ashneer Grover, embrace content creation for its lucrative potential, others like Kamath focus on providing value without monetizing their content. This approach to content creation highlights a blend of personal branding and genuine engagement, offering both educational and entertainment value to audiences. The influence of founders in the content space underscores the intersection of entrepreneurship and influencer marketing, where authenticity and expertise become key to attracting and retaining audience interest.
Chinese Social Media Influencer Faces Backlash Over AI Course Sales Controversy
Chinese influencer Li Yizhou, who claims to hold a PhD from Tsinghua University, has come under fire after reportedly earning up to 50 million yuan ($7.3 million) selling questionable AI courses online. Li's WeChat mini-program used to sell the courses has been suspended for policy violations. His personal WeChat video account has also been banned from gaining followers. Li sold approximately 250,000 sets of his "Everyone's AI Course" within a year. However, students complained of poor quality, with one saying they felt misled and wanted a refund.
Although Li touts his academic pedigree and entrepreneurial background, his direct AI expertise appears limited. He has been legal representative and shareholder of just two companies, neither focused on artificial intelligence. In response to the growing controversy, Li said on February 21st that the situation had been misunderstood and exaggerated. But his courses have already been removed from major platforms. The debacle serves as a warning on the potential for misrepresentation and deception in selling educational products through social media influence. As one student remarked, "the most immediate feeling after finishing is wanting a refund." Regulators will likely increase oversight of online course platforms and influencer marketing practices to protect consumer rights.
|
|
Industry News
Mighty Joy's Blueprint For Meaningful Influencer Partnerships
Led by industry pioneer Eric Dahan, new agency Mighty Joy is championing a community-first approach to influencer campaigns. Dahan contends a brand's community, not products or design, is its most valuable asset. Thus, Mighty Joy aims to foster ongoing creator relationships that align with brands' business goals while organically engaging target audiences. Strategies are tailored using customized platforms like TikTok Shops and affiliate programs to reflect unique brand stories. Creator partnerships also extend beyond big names to niche micro-influencers that genuinely fit campaign messaging.
As Dahan explained, "It's not about just working with the big names." Recent success stories include scaling one client's creator base from 0 to 130 in under two months. For another, whitelisting specific influencers drove triple the normal return on ad spend. To aspiring creators, Dahan advises, "Find your content well"—focus on exciting topics that allow authenticity to shine through. For brands, influencer marketing should be a "must-have," not just a box to check. As Dahan declared, "Influencers and creators are the most vocal and influential people within your community." By powering direct community connections, Mighty Joy pioneers an influencer agency model built for Web3.
TikTok Creator Fund to end in December
TikTok has announced the closure of its Creator Fund, a significant source of income for many social media creators. The fund, which rewards creators with at least 10,000 followers and 100,000 views in the past 30 days, will cease operations on December 16. This decision follows the platform's initial plan, stated at the launch in 2020, to support creators financially for three years.
Despite this, TikTok remains committed to offering monetization opportunities through its Creativity Program, which compensates creators for producing videos longer than one minute, focusing on long-form content. This shift reflects TikTok's evolving strategy to enrich user experience and creator earnings, emphasizing the importance of community feedback in shaping its offerings. The move marks a significant transition for TikTok as it explores new ways to support its creator community while adapting to the changing digital landscape.
Instagram Friends Map may clone Snapchat's Snap Map feature
Instagram is reportedly developing a Friends Map feature, akin to Snapchat's Snap Map, introduced in 2017 for location sharing and content viewing. Meta has confirmed the feature's development but has not specified a launch date. The Friends Map will allow Instagram users to share locations with friends, see what's happening around them, and interact with location-tagged content. Users will have control over who can see their location, which is end-to-end encrypted, and can manage visibility settings within the app.
The feature's discovery by developer Alessandro Paluzzi suggests Instagram's continued strategy of integrating popular functionalities from other platforms, having previously introduced features reminiscent of Snapchat, TikTok, Twitter/X, and BeReal. This move underscores Instagram's efforts to enhance user engagement by fostering more interactive and personalized experiences.
How influencers can give public health the Stanley Quencher treatment
Influencers are being recognized for their potential to impact public health positively, transcending their typical image as profit-driven content creators. The article illustrates this through the example of the Stanley Quencher's viral success, driven by influencer partnerships, which generated $750 million in sales in 2023. It highlights the role of mental health content creators in building online communities that offer support and solidarity, emphasizing their capability to disseminate evidence-based health information effectively.
The piece discusses a field study by Harvard T.H. Chan School of Public Health, revealing that influencers who used health communication toolkits were more likely to share accurate health content, leading to significantly higher engagement. It suggests that influencers can extend the reach of academic research and contribute to public health policy changes, as evidenced by their role in New York's legislation limiting access to diet pills and muscle-building supplements for minors. This demonstrates influencers' potential as valuable partners in public health initiatives, moving beyond advertising to effect real-world change.
Superfiliate's Custom Creator Landing Pages Unlock Influencer Marketing Growth For Brands
Superfiliate, founded in 2021 by Andy Cloyd and Anders Bill, is a software platform designed to enhance influencer and ambassador marketing for ecommerce brands. Recognizing the challenges brought by iOS14 and increasing Customer Acquisition Costs (CAC) through traditional paid channels, Superfiliate offers a solution to create co-branded, conversion-optimized landing pages for influencers. This approach contrasts with generic tracking links, aiming to deepen brand-creator relationships and improve conversion rates. Initially focusing on commission-based influencer payouts, Superfiliate has expanded its partnership structures to include flat fees and rewards programs to incentivize creators further.
A standout success story is Viva Raw, a pet food brand that saw significant growth and revenue increase through Superfiliate's unified strategy across various influencer programs. Despite a downturn in creator economy funding, Superfiliate views the growing impact of creators on social platforms as an opportunity for brands to manage relationships across multiple channels more effectively. Looking ahead, Superfiliate plans to broaden its offerings with direct product seeding, gifting, and enhanced social platform integrations, aiming to become the leading tool for brand-creator collaborations.
|
|
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
|
|
Registration Required
Great Paywalled Content
How regular people make money on Amazon reviewing products - The Washington Post
Driven by a lucrative commission model, hundreds of ordinary people are moonlighting as "Amazon Influencers"—filming short product review videos on their phones in hopes of cashing in with every sale. Introduced in 2017, Amazon's Influencer Program has flourished by enabling anyone to promote its catalogue listings through social media or "shoppable videos" on the retail site itself. Participants cite Amazon earnings that pay for vacations and kids' expenses while supplementing household income.
But as Montana resident Heidi Leatherby attested after making 2,200 product videos in 6 months, "That was my life this last summer until there was nothing left." The lure of easy money continues attracting new Influencers even as Amazon maintains total control over video placement and commissions, which vary widely. And without manufactured internet fame to rely on, earning more requires gaining access to more products—by any means necessary. Still, as Californian Kaitlyn Wiener said of her early success: "I was selling so many things right off the bat, I was like, ‘Wow, this is actually working.’” So for now, the unlikely brand ambassadors keep churning out apolitical iPhone appraisals, chasing the next commission check. As ex-schoolteacher Gina Kuehne put it: “If I can figure out how to get ahold of more products, I do see myself churning out video after video.”
How YouTuber Jack Edwards Built Business From Book Content - Insider
Jack Edwards has transformed himself from a college lifestyle YouTuber into "YouTube's resident librarian," attracting over 1.3 million subscribers with book commentary. When the pandemic disrupted his university-focused content, Edwards pivoted to his lifelong passion for reading. Capitalizing on the popularity of BookTok, he differentiated himself through evergreen, concept-driven videos analyzing literary trends. As Edwards explained, "The way to succeed online is to offer people something that they can't get anywhere else." Building an influencer business around books poses challenges, as sponsored reviews undermine authenticity.
So Edwards has forged brand deals in adjacent spaces like language apps and online learning. He's also explored public speaking and mainstream media gigs to diversify income. Still, Edwards handles most production himself—scripting, editing, graphics, and importantly, reading every book cover-to-cover. As his following grows, though, he's considering hiring support. In summarizing his approach, Edwards said, "There has to be the emotional response. It will always, always be me who's doing all the reading, and it'll always be my response to the books." That personal touch remains vital even as his channel reaches new heights.
Influencer Arielle Charnas’s Fashion Fail - The Journal. - WSJ
Influencer Arielle Charnas launched her fashion brand "Something Navy" in 2020 with high hopes, backed by $10 million from investors. However, the brand quickly ran into problems. Despite strong initial sales of $12 million in the first 6 months, customers complained of poor quality and fit. Charnas also posted less about her own brand over time, leading her followers to lose interest. By 2022, Something Navy was running out of cash. The company stopped selling clothes in 2022 and its website only displayed a "Be Right Back" message, with no further updates.
In December 2022, a group of buyers agreed to purchase Something Navy's remaining assets for $8 million but that deal has not materialized as of February 2023. Charnas has not provided any explanation to her over 1 million followers on what happened to her brand. The Something Navy website has now disappeared entirely. This serves as a cautionary tale that a large Instagram following does not guarantee success in launching a fashion brand. Influencers still need strong products and continued engagement to translate social media prominence into a sustainable retail business.
|
|
|
|
|
|
|
|
