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- The Boutique Agency Helping Dermatologists & Surgeons Become Top 1% Influencers
- Why This 23 Year Old TikTok Star Is Quiting Influencing For a 9-To-5 Job
- What’s Driving the Influencer Subscription Boom
- Instagram Surges Ahead: Takes The Lead From TikTok In Global Downloads Race
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Great Reads
Controversial TikTok Bill Spurs Online Content Creators To Rally In Washington
TikTok is mounting an unconventional lobbying blitz in Washington as the House prepares to vote on a bill that could force its Chinese parent ByteDance to divest the viral video app. Dozens of popular TikTok influencers, some with millions of followers, are descending on the Capitol this week to meet lawmakers and advocate for the platform's future. The creators aim to share personal stories about how TikTok has launched businesses, built communities, and provided creative income sources. Boutique owner Summer Lucille says banning TikTok would "devastate" her ability to market to over a million followers.
Other influencers like JT Laybourne credit the app with fostering online connections and even raising charitable funds. The grassroots influencer push complements TikTok's more conventional lobbying tactics employing federal experts and its CEO meeting officials. But the creator advocacy highlights how deeply embedded TikTok has become in American culture and the creator economy despite its Chinese ownership raising national security concerns. While the House seems poised to approve the bipartisan legislation enabling a potential ban, its Senate fate remains uncertain amid civil liberties objections. As the political battle rages, TikTok is leaning on the impassioned voices of its community who argue their livelihoods are at stake.
TikTok Star Ana Wolfermann Quits Influencing For 9-To-5 Job At 23
At just 23 years old, TikTok influencer Ana Wolfermann is walking away from her nearly 1 million followers and lucrative brand deals for a traditional 9-to-5 corporate job. The Notre Dame grad's TikTok following exploded in college as she shared outfit looks and everyday snippets. After graduating, she initially doubled down on influencing full-time given the income potential. But within months, Wolfermann soured on the self-obsessive nature of constantly marketing her personal life and appearance as content. The unrelenting need to create viral videos promoting herself led to anxiety and narcissism.
Beyond the mental strain, she felt intense pressure to endlessly generate engagement. The paradox of social media's promised flexibility was waking up every day solely focused on insignificant details impacting her personal brand. While likely taking a pay cut for now, Wolfermann feels reinvigorated joining the corporate ranks for a steadier work-life balance, coworker relationships, and ability to work towards shared goals beyond just personal branding. Her content creation skills like time management and brand partnership experience are assets she hopes aid her transition into roles like digital marketing and social media. After the indulgences of influencer life, Wolfermann is confident structured team environments better align with her ambitions and well-being beyond treating her entire existence as marketable content.
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Campaign Insights
WWE Taps Gen Z Audience With Logan Paul
WWE, part of TKO Group Holdings, announced a new global partnership with Logan Paul and KSI's PRIME Hydration beverage brand, making it the "Official Hydration Drink Partner" of WWE. PRIME will be the first partner to have branding on the center of the wrestling ring mat at major events. The agreement grants PRIME unprecedented exposure and integration across WWE assets, including match sponsorships, event co-presenter designations, product activations, and support from WWE stars on social media. WWE Chief Content Officer Paul Levesque, known as Triple H, expressed excitement about the partnership, highlighting PRIME's success and the opportunity to showcase the brand.
Logan Paul, PRIME co-founder and WWE Superstar, called it a "dream come true" to combine two of his achievements. The deal merges the global partnerships teams across WWE and UFC, which were united under TKO Group Holdings in January 2023. PRIME, co-founded by Paul and KSI, has been the "Official Hydration Drink of UFC" since earlier this year. Introduced in 2022, PRIME markets itself as a sports drink with added nutritional benefits, targeting active lifestyles. The new partnership represents a major marketing win for the upstart beverage company, while WWE benefits from the creator-oriented brand's popularity with the Gen Z demographic.
Inside The Australian Government’s Vape Crackdown: Emergence Of Influencer-Led Anti-Vape Campaigns
The Australian government is taking its anti-vaping message straight to Gen Z through a new influencer marketing campaign. As part of a multi-pronged crackdown on youth vaping, health officials have partnered with popular creators like cricketer Ellyse Perry, gamer Jackbuzza, actor Ella Watkins and comedians The Fairbairn Brothers. The diverse group of influencers, who collectively have millions of followers across Instagram, TikTok, YouTube and Twitch, will communicate anti-nicotine messaging "in their own unique style and tone" according to Health Minister Mark Butler.
The aim is to counter pro-vaping "misinformation" proliferating on social media that the government says is being "cynically promoted" by vaping and tobacco companies targeting young audiences. Butler acknowledges teenagers are tuning out traditional channels like TV, so reaching them through creators they already engage with is crucial. He calls alternative media sources and social platforms "awash" with pro-vaping content. The influencer push complements Australia's recent bans on importing nicotine vapes without prescriptions and new regulations prohibiting domestic vape manufacturing and advertising. Officials are leaning on digital stars to start a candid dialogue with the next generation about nicotine addiction risks.
ASOS Insiders Make Comeback: British Fast-Fashion Retailer Relaunches Influencer Program
British online fashion retailer ASOS is betting on influencer marketing to reignite buzz with its core Gen Z and millennial customers. The company is reviving its "ASOS Insiders" program after pausing it during the pandemic. 36 fashion-savvy employees from across ASOS will be tapped as influencers, tasked with curating looks, providing style tips, and promoting new arrivals across ASOS's social media channels like Instagram and TikTok. ASOS is aiming to build more authentic connections with young shoppers through these insider influencers who embody the brand's trendy, youthful spirit.
Senior Customer Director Dan Elton says having passionate ASOS workers as brand ambassadors is ideal for creating a strong bond with customers. The relaunch is part of a broader marketing push by ASOS to reaffirm its status as a go-to destination for fashionable, affordable apparel after recent profit struggles. By giving customers a behind-the-scenes look, ASOS hopes to remind its core audience of 20-somethings that it remains at the cutting edge of fast fashion.
Samsung taps influencer’s grandmother in breezy campaign for air conditioner lineup
Samsung has taken an unconventional approach to marketing its latest WindFree air conditioners in Thailand. The tech giant partnered with BBDO Bangkok on a delightfully fresh influencer campaign - featuring a real-life grandmother as the star. The humorous online film stars the grandmother of a popular Thai influencer who showcases Samsung's AC innovation with effortless ease and plenty of mischievous charm. Using modern lingo and even performing stunts, this tech-savvy "Grandma-fluencer" serves as an engaging pitchwoman to convince her family to switch to Samsung's WindFree models.
The creative idea flips the script on traditional influencer marketing by having a grandmother - usually resistant to changing habits - enthusiastically promote cutting-edge technology. As the agency explained, if even a traditional-minded grandma can adapt to Samsung's comfort solutions, it proves just how good the products must be. By tapping into Southeast Asian cultural norms of revering grandparents' wisdom with a modern, humorous spin, the "Grandma-fluencer" campaign aims to shake up consumer skepticism around Samsung's air conditioners. It's a breezy, attention-grabbing approach that combines product marketing with culturally-relevant storytelling. For Samsung in Thailand, having an unlikely technology influencer as the face of its AC lineup just might be the recipe to win over younger buyers.
Instagram influencer ‘paid more than £2m’ in Saudi Newcastle takeover
An Instagram influencer, Carla DiBello, is alleged to have received over £2 million from financier Amanda Staveley related to the Saudi takeover of Newcastle United FC, despite playing no "substantive role." Court documents claim DiBello was paid due to her close relationship with the head of Saudi's Public Investment Fund (PIF) which led the £300m acquisition. The allegations emerged in a legal battle between Staveley and former Newcastle owner Mike Ashley over a £10m loan he provided Staveley for advisory costs. Ashley claims the payment to DiBello was an improper use of the loan funds.
DiBello, who worked on reality shows like Keeping Up with the Kardashians, touts her elite connections in the Middle East on social media where she has over 500,000 Instagram followers. She claims to have "helped PIF negotiate" the Newcastle deal. The revelations shed light on the roles of deal fixers and their ties to sovereign wealth funds involved in high-profile acquisitions of Western assets like Premier League clubs. PIF declined to comment on the specific allegations.
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Interesting People
The Boutique Agency Helping Dermatologists & Surgeons Become Top 1% Influencers
GlowLab Collective is a boutique agency guiding a new wave of respected voices to become elite influencers and content creators. Founded by digital pioneer Susan Yara, GlowLab provides comprehensive mentorship to experts like dermatologists and cosmetic chemists looking to build sustainable personal brands. What sets GlowLab apart is its 360-degree, "been there, done that" approach. Yara and her veteran team have walked in the shoes of the influencers they now coach - from content creation to production to talent management. This first-hand experience informs their holistic mentorship strategies.
Rather than just brokering brand deals, GlowLab aims to equip its talent with well-rounded skills for long-term careers - audience growth, monetization, content strategy and more. As Yara states, "We really are now the digital department for a lot of our talent." To enhance service offerings, GlowLab recently merged into The Digital Department, providing its creators access to major platform partnerships, product launch capabilities and high-level brand connections a boutique firm couldn't provide alone. For Yara, the future of influence belongs to authentic subject matter authorities audiences can trust amid online noise. She believes providing valuable expertise, not just entertainment, is key for aspiring influencers to truly stand out.
MrBeast, Markiplier & more top YouTubers honor MatPat’s YouTube career after retirement
YouTube is bidding farewell to one of its most influential creators - MatPat, the founder of popular theory channels like Game Theory. After 15 years on the platform, MatPat announced his retirement from YouTube in January. In a tribute video posted to its official channel, YouTube assembled top creators like MrBeast, Markiplier, JackSepticEye and Cr1TiKaL to honor MatPat's legacy. Many credited him as an inspiration, stating their own channels may have never found success without his guidance.
MrBeast marveled at MatPat's decade of consistent weekly uploads, while Cr1TiKaL called his YouTube career "unbelievable" and "one for the books." MatPat's wife Stephanie and son Ollie also joined the tribute. Stephanie expressed pride in Game Theory's milestones, assuring fans "the best is yet to come" for her husband. The video culminated with all creators reciting MatPat's iconic "But hey, that's just a theory" catchphrase in unison as a sendoff. The heartfelt farewell highlights MatPat's profound impact across YouTube's creator community over his 15 years. As he pursues new endeavors, the platform is celebrating the theories, friendships and inspiration he leaves behind.
How Two 20-Somethings Built A Gen Z Empire Of 10,000 Trendsetters
JUV Consulting is upending traditional approaches to youth marketing. Co-founded by 20-somethings Shaina Zafar and Ziad Ahmed, the firm taps a network of over 10,000 Gen Zers worldwide to deliver authentic strategies for resonating with this demographic. Rather than treating Gen Z as subjects to study, JUV positions young people as partners and primary sources for understanding their values and culture. This direct line to the vanguard of trends allows JUV to bridge the gap between the creator economy and brands looking to engage. From being early TikTok adopters crafting viral campaigns for brands like PBS, to spearheading COACH's sustainable "Coachtopia" line through robust Gen Z community collaboration, JUV exemplifies marketing centered on youth empowerment.
Looking ahead, the firm is exploring complex issues around creator rights on social platforms and AI's impact. Through their new "Screenshot" podcast, they foster cross-generational dialogue with marketing leaders on these frontier topics. JUV's philosophy: rather than making assumptions, brands must immerse themselves in Gen Z's digital world, participate in their channels, and leverage internal youth voices to capture cultural nuances. For the young entrepreneurs behind JUV, success requires balancing industry demands with personal well-being through practices like faith and family connections. As Gen Z's influence accelerates, JUV's youth-led, community-driven insights represent a potent competitive edge for businesses to authentically reach this powerful cohort.
UCLA Student-Athletes Elevate Game By Launching Influencer Club For Social Media-Savvy
A new student-led organization, the Athlete Influencer Club (AIC), has launched at UCLA to help student-athletes build their personal brands and grow their social media followings. With weekly meetings, workshops, and speaker events, the AIC aims to create a supportive community for athletes looking to excel in the creator economy. Founded by fifth-year swimmer Aislinn Walsh, the AIC is open to student-athletes with no minimum follower requirement. The club offers peer support, content workshops, and athletic facility photoshoots. Members also receive guidance on NIL (Name, Image, and Likeness) opportunities, helping them maximize their potential under the updated NCAA rules.
Madeline Walsh, UCLA's Assistant Director of NIL, liaises with the AIC, providing specialized training and resources. The AIC complements UCLA's existing in-person NIL programming, such as the annual "Westwood Exchange Live" networking event and a bi-weekly NIL Law Clinic. The AIC's supportive community atmosphere is crucial for athletes seeking to navigate the influencer marketing space. By fostering a judgment-free zone, members can build their personal brands, learn from their peers, and explore NIL opportunities. UCLA's commitment to supporting its athletes is evident in the AIC's launch, as the university continues to prioritize students' success both on and off the field.
How Amber Venz Box turned her fashion blog into $2 billion company LTK
In 2010, Amber Venz Box was an unpaid fashion blogger trying to monetize her blog. When an article drove traffic to her blog but didn't lead to any income for her services, she realized she needed to update her business model. This was her "aha moment" that led her and her then-boyfriend Baxter Box to adapt existing affiliate marketing technology for her fashion blog in 2011. This allowed her to earn commissions when readers purchased items through her blog links. Realizing other bloggers could benefit from this technology, they launched RewardStyle (now called LTK).
The company connects over 250,000 influencers with 7,000+ retail brands for influencer marketing. LTK has helped creators earn over $2.7 billion in payouts and made 240 influencers into millionaires. The company was recently valued at $2 billion after a $300 million fundraise from SoftBank in 2021. Box credits taking that initial risk when she was young with little downside as key to LTK's success. She advises aspiring entrepreneurs to urgently solve real problems, as someone else inevitably will if you don't act quickly. LTK is considered a pioneer of the creator economy, though Box didn't initially see it that way - she just wanted a way to monetize her passion for fashion blogging.
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Industry News
What’s next for Twitch? A big app redesign and more social sharing
Twitch, the popular live streaming platform, has big plans for a major app redesign and increased social sharing capabilities in 2024. In an open letter, Twitch CEO Dan Clancy outlined the company's vision to help streamers grow audiences beyond just live broadcasts. The centerpiece is an overhaul of Twitch's app, ditching the current design for a scrollable feed akin to TikTok. This will surface bite-sized content to aid viewer discovery of new streamers when not live streaming. Twitch aims to make it easier for creators to export clips directly to platforms like YouTube, TikTok and Instagram. The goal is boosting discoverability by having more Twitch content shared across social networks.
The "Stream Together" co-streaming tool will be enhanced to facilitate spontaneous collaborations between streamers. Twitch's "Stories" feature, similar to Snapchat/Instagram, will add capabilities like uploading original short videos. The company is also working to equalize its desktop and mobile experiences, including adding moderation tools on iOS. These changes signal Twitch's evolution beyond just live streaming toward embracing short-form, shareable content. After layoffs and business model challenges, the redesign aims to broaden Twitch's appeal and provide supplementary audience growth tools to make its platform more sustainable long-term for creators.
TalkShopLive Unlocks New Retail Customer Pool With Shoppable Simulcast Instagram Launch
TalkShopLive, an emerging video commerce and retail media platform, announced the launch of its new Shoppable Simulcast feature on Instagram. The innovative feature enables sellers to stream fully shoppable livestreams simultaneously on various social media platforms, including TalkShopLive, TalkShopLive's content distribution network, and Instagram. The launch debuted with a livestream by Grammy-nominated artist, producer, songwriter, and actor Benny Blanco, showcasing signed copies of his new cookbook. The event was streamed on TalkShopLive, Billboard, Blanco's Instagram and Facebook pages, and Billboard's Instagram and Facebook pages.
TalkShopLive CEO and Co-Founder Bryan Moore emphasized the company's focus on creating seamless shoppable experiences, eliminating friction in the path to purchase, and expanding its partnership with Meta. The new feature allows sellers to stream to up to four pages simultaneously, with followers receiving alerts and the ability to shop directly within the social networks. The Shoppable Simulcast feature enhances TalkShopLive's Distribution Network, connecting brands and sellers with customers across multiple platforms. Retailers benefit from harnessing TalkShopLive's shoppable content, simultaneously sharing livestreams on their domains and social platforms, and collaborating with publishers and suppliers.
MarketPryce's Algorithm Matches Brands With Student-Athletes Based On Shared Values
MarketPryce is a platform aiming to facilitate more authentic brand partnerships by algorithmically matching companies with college athletes who share similar values and interests. Founded by entrepreneur Jason Bergman, the startup operates like a "dating app for brands." Companies provide details on their products, mission and corporate values, while student-athletes list their personal preferences. MarketPryce's algorithm then suggests optimal partnerships. At its core is a belief that successful influencer marketing hinges on authenticity - starting with product seeding rather than pay-for-post deals. As Bergman states, "Every winning partnership is rooted in authenticity."
He sees immense potential for brands to tap the influential power of student-athletes, whom he calls "the gold standard" for reaching Gen Z and cultural trendsetters. One example is a deal between soap brand Dr. Squatch and a Marshall University football hero. The athlete's organic endorsement carried major credibility with fans. Looking ahead, Bergman envisions brands building long-term communities by investing in deeper creator relationships and potentially hiring full-time influencers in-house. His philosophy emphasizes brands and creators focusing on genuine connections over short-term transactions. As he advises, "All of the winning partnerships are long-term. Give yourself the time to see how a partnership develops." For businesses, MarketPryce offers an intriguing automated approach to vetting authentic influencer partners most aligned with their brand identity and audience.
Instagram Surges Ahead: Takes The Lead From TikTok In Global Downloads Race
Instagram overtook TikTok as the world's most downloaded app in 2023, according to Sensor Tower. The surge in Instagram downloads, up 20% to 767 million, is attributed to the popularity of its Reels feature, which mimics TikTok's core functionality. Farhad Divecha, founder of AccuraCast, pointed out Instagram's broader demographic appeal and quick feature emulation as keys to its success. However, TikTok maintains strong engagement, with 1.1 billion monthly active users and an average of 95 minutes spent per day.
Meta CEO Mark Zuckerberg has previously expressed concern about TikTok's competitive threat. Amidst this battle, TikTok faces political opposition in the U.S. over national security concerns, with a bipartisan group of lawmakers introducing a bill that could potentially ban the app. The ongoing struggle between Instagram and TikTok for creator talent and audience engagement demonstrates the influencer marketing landscape's transformative potential.
Marketing Agency Razorfish Unveils Creator Colab Offering To Maximize Brand Influence
Razorfish, a global marketing transformation agency, announced the launch of Creator Colab, an in-house team focused on social strategy, creative content development, and analytics to engage consumer audiences. The new offering aims to maximize the impact of a specific group of social media creators, enabling them to identify cultural trends and develop authentic, platform-specific experiences. Cristina Lawrence, Executive Vice President of Consumer and Content Experience at Razorfish, emphasized the importance of incorporating authentic content into brands' marketing strategies.
The Creator Colab, part of Razorfish's Consumer and Content Experience practice, aims to help brands maximize their cultural relevance by tapping into the growing influencer marketing industry. In 2023, the firm's Consumer and Content Experience practice drove over 1 billion content views, nearly 150 million engagements, over 330 million followers, and nearly 400,000 content assets for client brands.
Meta Caters To Creator Economy By Rewarding Diverse Facebook Content With Performance Bonus
Meta is enhancing its creator economy outfit on Facebook by expanding monetization opportunities and removing limits on earnings from the Performance Bonus program. The updates aim to reward creators for engaging content across various formats, such as photos, text, Reels, and Live. Starting in mid-March, Meta will roll out uncapped monthly payouts for most creators eligible for the Performance Bonus. The change removes restrictions on the maximum amount creators could earn, with no ceiling on potential earnings.
The expansion includes eligibility for creators in additional countries, like Italy, France, Germany, and more. Meta is also transitioning some In-Stream Ads creators to the Performance Bonus and its short-form video monetization program, Ads on Reels. The company continues to shift toward performance-based payouts, aiming to incentivize high-quality content more directly tied to audience engagement metrics. These moves reflect Meta's meticulous strategy to create a growing ecosystem where creators can monetize a wide range of content types and formats. The social media titan also provides new insights in the In-Stream Ads tool, offering better optimization analytics for the performance-based payout system.
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Great Paywalled Content
What’s Driving the Influencer Subscription Boom - BoF
As social media users tune out advertisements, content creators are increasingly putting their work behind paywalls through platforms like Substack and Patreon. The goal? Build deeper connections with fans and earn more revenue directly. Fashion and beauty influencers are following journalists and commentators who have found lucrative paid audiences on these services during the pandemic. Substack fashion and beauty subscriptions rose 80% in 2023 as influencers like Leandra Medine Cohen and Joanna Goddard amassed over 100,000 paid subscribers each.
While audiences are smaller than social media, influencers are paid directly, avoiding sharecroppers like affiliate marketing firms. Steady subscription income allows them independence from brands, control over content, and the ability to be more selective with partnerships. However, subscriptions only supplement rather than replace other revenue streams for most. And influencers must persuade fans to pay for content previously free while delivering on promised value to retain subscribers. But for many, the tradeoff for more autonomy and creative control is worthwhile amid the limitations and algorithms of social platforms they don't own. The subscription model gives creators a path to take back their careers.
Biden the President Wants to Curb TikTok. Biden the Candidate Embraces Its Stars. - The New York Times
President Biden is facing conflicting pressures over the future of TikTok in the United States. On the national security front, his administration has expressed grave concerns about the potential for Chinese ownership to allow data harvesting or election interference through content manipulation. Top officials have supported bipartisan legislation to ban the app unless it separates from Chinese parent ByteDance. However, the president's re-election campaign is actively embracing TikTok stars as a way to energize young voters ahead of 2024. This week, dozens of influencers attended a White House party before Biden's State of the Union speech, taking selfies and sharing videos with the president to their millions of followers.
The contrasting stances reflect the app's dual role - a national security risk in the administration's eyes, but a vital political communications tool reaching a key demographic that increasingly tuned out of traditional media. Biden said Friday he would sign the TikTok legislation if passed by Congress. But his campaign is unlikely to abandon the platform anytime soon despite criticism it undermines the administration's security stance. The conflict underscores the challenges governments face in reining in powerful social media apps deeply embedded in daily life.
The Bora Bora Tarte Brand Trip Is The Influencer Image TikTok Deserves - Rolling Stone
Makeup brand Tarte's recent influencer trip to Bora Bora has reignited debate around the ethics and value of lavish brand trips. Tarte flew popular influencers to the luxury resort, resulting in a flood of content showcasing the extravagant gifts and experiences. While garnering millions of views, critics called the trip tone-deaf amid economic struggles. Tarte has previously faced backlash over lack of diversity at trips.
The brand defends the trips as an authentic way to build influencer relationships and drive sales over celebrity campaigns. However, some argue the burden often falls on Black creators to critique companies, rather than brands being proactive. Influencer marketing agency CEO Ed East notes the trips allow brands to invest in coveted creator communities, even if the optics are poor. The huge engagement demonstrates these trips still captivate audiences, despite debates around indulging successful influencers. As influencer marketing evolves, brands must weigh the pros and cons of such divisive activation strategies.
Why Trump Changed His Mind on TikTok - Insider
In 2020, then-President Donald Trump pushed to ban TikTok from the United States over national security concerns. But in 2024, Trump has reversed course, now opposing a ban on the popular app because he claims it would benefit Facebook, which he calls "a true Enemy of the People." Three theories attempt to explain Trump's flip-flop. One ties it to a recent meeting with billionaire GOP donor Jeff Yass, who invested in TikTok's parent company ByteDance. Another cites Senator Rand Paul, who says Trump's previous threats led TikTok to address privacy issues via its "Project Texas" initiative.
But the simplest explanation may be that Trump never truly cared about banning TikTok in the first place back in 2020 - his threats were just empty rhetoric seeking attention. The article also notes inconsistencies from President Joe Biden's administration. While pushing legislation that could force a TikTok sale or ban, Biden's re-election campaign is actively trying to court TikTok influencers to amplify its messaging. And TikTok's recent push for users to call Congress may have backfired by demonstrating to lawmakers the enormous "army" the app can mobilize - fueling the very concerns driving calls for a ban.
How Algorithms Are Rewiring Fashion - BoF
Algorithms are increasingly influencing consumer behavior and fashion trends, according to Marc Bain, writing for The Business of Fashion. From TikTok's "For You" page to Shein's product recommendations, these automated systems are shaping what people see, like, buy, and wear. While algorithms can help surface relevant content, they may also prioritize instantly gratifying products over more challenging or unorthodox works.
This has led to the rise of marketing stunts and over-the-top looks designed to go viral on social media. Additionally, the power of algorithms has caused some consumers to question the authenticity of their preferences. As influencers, who rely on algorithms to gain followers, become increasingly important marketing channels for brands, concerns arise about the long-term impact of these systems on the fashion industry and consumer choice.
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