Executive Summary |
TikTok and Universal Music Group end feud with new agreement Bracing For Post-TikTok Social: 20 Industry Voices Discuss Creators’ And Users’ Next Destinations Revolve sparks confusion with ‘over 1m followers’ requirement at after-party Study Reveals The Sweet Spot For Maximum Influencer Engagement
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Great Reads |
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President Biden has escalated the pressure on TikTok by signing a law that gives its Chinese parent company ByteDance up to a year to fully divest its ownership stake in the popular video app or face a nationwide ban. This bipartisan measure, which passed Congress last week, ramps up efforts to address perceived national security risks posed by the platform’s Chinese connections. |
The new law gives the Biden administration powerful leverage to force a sale of TikTok’s U.S. operations, with a ban looming if ByteDance fails to comply within the given timeframe. |
As the industry grapples with this latest development, Net Influencer has gathered insights from key players across the creator economy to assess its potential ramifications. Top executives, influencers, and analysts have weighed in on where audiences and creators may migrate if TikTok faces an actual ban in the U.S. |
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TikTok and Universal Music Group have ended their feud with a new multi-faceted agreement. The deal paves the way for UMG artists like Taylor Swift, Drake and Olivia Rodrigo to return to TikTok after their music was pulled in February when the previous contract expired. Notably, the agreement addresses rising concerns around generative AI with commitments to protect human artistry and revenue flows to artists and songwriters. |
TikTok has pledged to work with UMG to remove unauthorized AI-generated music and improve creator attribution tools. The deal also opens new monetization opportunities leveraging TikTok's growing e-commerce capabilities. It further promises enhanced analytics and ticketing integration to help musicians better leverage the platform's billion-plus user base. Both companies stated they are expediting efforts to reintroduce UMG's full music catalog back onto TikTok following the prolonged licensing dispute which had sidelined major artist catalogs for months. |
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New research reveals that TikTok's short video format allows it to collect user data up to 600 times faster than YouTube, turbocharging its algorithm. The platform's design enables rapid data collection, with users engaging with content in short bursts. This frequent interaction provides valuable insights into user interests and preferences. |
TikTok's algorithm exploits user interests in 30% to 50% of recommendation videos, aiming to infer better user interests or maximize user retention. The platform's mobile-first design and years of data and development experience give it an edge over rivals like Instagram Reels and YouTube Shorts. Additionally, TikTok's public user groups via hashtags allow for effective learning about its users' behavior and interests. The rapid data collection is part of why ByteDance values algorithms as core to operations. |
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Campaign Insights |
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Marshalls, the off-price retailer, has launched its inaugural "Marshalls Good Stuff Style Collective" featuring celebrity stylists Zerina Akers, Enrique Melendez, and Molly Dickson. The trio will curate Marshalls' spring/summer 2024 trend report and help select pieces for "The Edit Shop," a dedicated online storefront showcasing seasonal fashion and beauty trends. |
The Style Collective members will appear on Marshalls' Instagram and TikTok accounts, building on the brand's influencer marketing approach. The partnership aims to give customers access to trending fashion and beauty items. The stylists highlight the value of Marshalls in democratizing fashion, making luxury items affordable for consumers. With over 1,100 locations across the US, Marshalls' off-price model offers brand-name merchandise at discounted prices. The collaboration showcases the power of influencer marketing in driving engagement and sales for fashion retailers. |
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Korean cosmetics giant LG Household & Health Care (LG H&H) hosted a five-day global influencer tour, "The Whoo 2024 K-Bichup Tour," from April 15 to 19. Over 100 international influencers from China, Singapore, Vietnam, and Malaysia visited LG H&H's major cosmetics business sites in South Korea, including its headquarters, research center, production plant, and brand promotion facilities. |
The influencers, including high-profile names like Elle and Hannah Olala, gained an inside look at the company's automated and high-tech operations, touring the facilities and filming content showcasing the brand's philosophies, ingredient sourcing, and product development processes. The event's experiential elements included a personalized gift of LG H&H's Bichup Self-Grown Essence 4.0 skincare line. The tour aimed to increase global influencer trust in the brand's products and deliver differentiated customer experiences to customers worldwide. |
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Minnesota's Otter Tail County is pioneering a unique strategy to reverse rural decline by leveraging National College Athletes Association (NCAA) NIL deals. The county is paying University of Minnesota athletes between $500 and $5,000 to share social media posts about their rural experiences, promoting rural life and talent attraction. Four football and two volleyball players have participated in the program, engaging in local activities like boating and corn mazes. |
The initiative aims to shift narratives about rural living, highlighting the area's quality of life and appeal to young professionals. The county is also investing in infrastructure improvements, including broadband connectivity and affordable housing. With a focus on younger professionals, Otter Tail aims to create a rural rebound, attracting talent and fostering economic growth. |
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Influencers attending the 2024 Stagecoach Music Festival were shocked to discover a sign at Revolve's afterparty requiring a minimum 1 million followers to enter, sparking outrage online. The brand co-hosted the event with Pizzaslime, a satirical streetwear brand. The influencer Rhegan Coursey shared a video of the sign, which sparked a heated debate online. Many were outraged by the perceived exclusivity, with some calling it "Black Mirror-esque." |
However, Pizzaslime later clarified that the signs were meant to be humorous, with both lines leading to the same experience. Despite this, some influencers reportedly still felt treated differently based on their social media following. The incident follows previous criticism of Revolve's influencer events, including transportation issues and lack of accommodations at its 2022 Coachella event. This controversy raises questions about the often-contentious relationship between influencers and festival-goers. |
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Kendall Jenner's 818 Tequila and Emma Chamberlain's Chamberlain Coffee have teamed up on a limited-edition collaboration centered around creating the definitive espresso martini - using tequila. |
The co-branded products include Chamberlain's new Candied Pecan Cold Brew Singles flavored to complement 818 Tequila Reposado. The concentrated cold brew allows making espresso martinis without an espresso machine by mixing with the tequila. |
Consumers can purchase an Espresso Martini Kit Bundle ($72) with the cold brew, a shaker and martini glass via Chamberlain Coffee's website. The individual items are also sold separately online and via GoPuff delivery in select cities. |
From April 24-28, the tequila espresso martini can be sampled at participating New York and LA restaurants like LAVO and Belles Beach House. |
The unexpected collaboration aims to settle the debate over whether tequila or vodka makes a superior espresso martini base. Both founders expressed excitement over the fun, unique partnership merging their brands' signature products. |
Interesting People |
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Tech Wizzdom, a creator by trade, has shared his journey from being a programmer to a successful influencer. Starting content creation in August 2020, Dom (aka Tech Wizzdom) went from 500 to 100,000 followers in a short period. He emphasizes the importance of passion and creativity, stating that content creation doesn't feel like work when you're doing what you love. |
Dom's content creation career serves as his primary business, generating income from collaborations with tech brands and digital products. He advises new creators to just start, provide value, and venture into tech if possible. With AI emerging as a trend, Dom believes creators who leverage AI will outperform those who don't. His highest goal is to continue growing his accounts and scaling his art software project. |
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Australian fitness influencer Kayla Itsines is launching a new podcast titled "Sweat Daily with Kayla Itsines." Hosted by Itsines herself, the podcast will cover wellness topics like fitness, nutrition, mindfulness and biohacking. It boasts an impressive guest lineup including celebrities like Jameela Jamil and Gabby Bernstein. |
The podcast is a co-production between Itsines' company Sweat and Bertelsmann's podcast unit Storyglass. It has partnered with Acast for exclusive global hosting, distribution and monetization. |
With 16 million Instagram followers, Itsines aims to help listeners achieve their fitness goals through the new audio venture, pushing her out of her comfort zone into podcasting. |
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Many TikTok creators are using clever tactics to package political content in formats usually reserved for more lighthearted viral trends. This allows them to circumvent potential censorship and get their messaging in front of wider audiences that may not seek out overtly political content. |
Common strategies include disguising activism in hugely popular video formats like makeup tutorials, "get ready with me" vlogs, or trending dances and recipes. Creators also leverage popular hashtags unrelated to their real subject matter in a technique known as "hashbaiting." |
Other tactics include doing multi-screen "duets" where an innocuous video runs alongside politically-charged commentary, or using proxy spellings like "ab0rt!on" to evade potential algorithm restrictions around controversial terms like "abortion." |
The goal is to capitalize on the virality of established trends while sneaking in political messaging that users may not otherwise encounter on their feeds. According to research, these tactics seem effective in engaging Gen Z on issues like LGBTQ rights, racial justice, and the Ukraine war. |
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Meet Jordan Howlett, a 27-year-old social media sensation with over 29 million followers across TikTok, Instagram, and YouTube. Known for his 'Fast Food Secrets Club', Howlett shares recipes and cooking tips, often featuring popular fast food items. But behind the scenes, Howlett's journey to internet stardom is a remarkable one. |
From sleeping in his car while attending college to becoming a Division 1 baseball player, Howlett's determination and hard work have paid off. Now, he's a household name, rubbing shoulders with celebrities and attending A-list events. Despite his massive following, Howlett remains humble and down-to-earth, valuing relationships and human interactions. His sincerity and authenticity have resonated with fans, making him one of the most popular personalities online. |
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Industry News |
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The influencer marketing industry's rapid growth is highlighted in a new survey from NeoReach. Their "2023 Creator Earnings Report" reveals the creator economy is projected to generate $480 billion in revenue by 2027, making it digital media's fastest-growing segment. |
However, significant pay disparities exist. While 44.9% of the over 2,000 creators surveyed now identify as full-time influencers, 48.1% earn $15,000 or less annually. A sizeable gender pay gap also emerges, with male creators earning a median $22,000 compared to just $12,000 for females. |
Brand sponsorships remain the top money maker at 66.92% of income sources. But 45.7% of creators would prefer ad revenue sharing with platforms as their primary earnings model. |
Veteran influencers with over 3 years' experience, comprising 68.6% of those surveyed, cite struggles like aligning with brand values, mastering algorithms, and standing out amid oversaturation. |
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A new report by Glossy, a media company covering the fashion and beauty industries, has shed light on the key metrics influencers are judged on. The Glossy Influencer Index evaluated 15 popular influencers across Instagram and YouTube, based on four dimensions: sponsored engagement, brand prominence, non-sponsored engagement, and audience impact. |
The report found that sponsored engagement is the least important factor, emphasizing the need for influencers to build organic connections with their audience. Instead, brand prominence, non-sponsored engagement, and audience impact are key indicators of an influencer's overall impact. The report also highlights the importance of cross-industry collaborations and finding natural partnerships that align with an influencer's personality and content. |
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A new influencer marketing platform called 'following' has launched in the United Arab Emirates, aiming to facilitate direct collaborations between brands and influencers without intermediaries. The data-driven company is offering the first 50 startups and small businesses in Dubai a three-month free trial. |
'following' provides campaign management tools combined with a mobile app specifically for creators. Key features include direct campaign and billing management, access to pre-verified authentic influencers, real-time adjustments, and in-depth analytics. |
The platform's launch in the UAE's dynamic commercial hub underscores its commitment to enhancing digital marketing in the region. By eliminating agencies, 'following' promises an effortless experience with full control over influencer campaigns from start to finish. |
The free three-month trial allows businesses to test the platform with no commitments before deciding whether to continue as paying customers at competitive rates post-trial. |
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Platforms like Detoure are addressing the excess waste created by influencer gifting culture. Detoure is a resale marketplace that sources clothing and accessories directly from over 200 influencers' closets. Influencers send in their gifted or lightly worn items, and Detoure sells them at discounted prices, splitting the revenue with the influencer. |
The company recently opened its first brick-and-mortar store in Los Angeles after seeing around 200% year-over-year revenue growth from pop-up events. For influencers, sites like Detoure provide an income stream from excess inventory and save time compared to individually reselling items themselves. |
Fashion influencer Karsen Kimball earns $1,500-$2,000 monthly from Detoure sales, supplementing an inconsistent influencer income. While some criticize reselling gifted items, Kimball views it as part of an influencer's business model. |
The appeal for shoppers is scoring trendy items at discounts while supporting their favorite creators. Some brands are also getting more conscious about gifting waste by limiting who they send products to or implementing circularity programs. |
As influencer marketing continues growing, resale platforms tapping into excess inventory could continue expanding to meet demand from creators and consumers alike. |
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A new report analyzing over 250,000 influencer payments worth half a billion dollars has turned the notion of influencer marketing rates on its head. Contrary to the assumption that influencer rates directly correlate with follower count, the data shows a more complex reality. While follower count is a factor, it's not the only determining factor. Other variables such as vertical niche, celebrity status, and ability to connect with audiences across social media platforms influence rates. |
The report also reveals significant variation in payments within a single platform like TikTok, with some mid-tier creators receiving over $15,000. The data highlights the need for more nuanced approaches to influencer marketing, including leveraging insights to negotiate better rates, testing commission models, and measuring performance holistically. The report's findings have significant implications for brands and agencies looking to optimize their influencer marketing strategies |
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Influencer marketing company vHub.ai has secured an undisclosed amount of funding from investors, including Z21 Ventures and the Start Up India Seed Fund Scheme. The seed funding will be used to advance AI technologies for deeper influencer discovery analytics and facilitate more precise brand-influencer connections. vHub.ai plans to scale its SaaS platform to accommodate thousands of brands, expanding into international markets. |
The Indian-based startup aims to solve challenges in influencer discovery, authenticity, and optimizing campaign ROI. The company's platform uses AI-driven technology to provide audience insights across Instagram, YouTube, and LinkedIn, streamlining influencer discovery with detailed analytics. Since its inception, vHub.ai has grown significantly, supporting over 40,000 influencers and 100+ brands. The startup plans to develop added platform features and expand internationally over the next three years. |
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A new study has overturned conventional wisdom on influencer marketing, suggesting that micro-influencers with around 7,500 to 10,000 followers achieve the highest level of engagement. Researchers from Wharton and Washington University in St. Louis analyzed over 500,000 videos on TikTok, finding that mega-influencers with millions of followers tend to receive lower engagement rates compared to their smaller counterparts. |
The study introduces a new metric, 'follower elasticity of impressions', which measures an influencer's impact by quantifying the increase in video views corresponding to an increase in followers. Exceptions emerged for gaming influencers and micro-influencers, who excelled in branded contests inviting user-generated content. The study aims to provide a data-driven approach for optimizing influencer strategies, contradicting traditional intuition-based tactics. |
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A new report from Sprout Social, a social media management and analytics software company, has shed light on what really matters to consumers in influencer content. The report surveyed 2,000 consumers and 300 influencers across the US and UK. Key findings include: consumers prioritize authenticity, with 53% following influencers who align with their values. |
Gen Z prioritizes influencer follower count over authenticity; food and beauty content are most popular; and consumers prefer honest and unbiased content. The report also highlights platform preferences, with Instagram, Facebook, TikTok, and YouTube being the most popular. The report emphasizes the importance of data-driven, audience-first strategies for effective influencer marketing. |
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Influencer-marketing startup Grin has conducted another round of layoffs, its third in recent months. The company provides a platform to help brands run influencer marketing campaigns and offers other creator tools. A Grin spokesperson confirmed "many" staffers were impacted, citing "ongoing changes in the global economic environment" as the reason for the cuts. Grin has raised $145 million in total funding since its 2014 launch. |
The spokesperson said the layoffs are needed to "close the gap" between the platform and customers to put customers back "at the center." Impacted employees will receive three months severance and extended healthcare. Previous Grin layoff rounds happened in November 2022, cutting 60 sales roles, and March 2023 with cuts across multiple departments. The creator economy has seen layoffs at other startups like Jellysmack and FaZe Clan as economic conditions tighten. Despite raising significant venture funding, influencer marketing platforms are not immune from broader tech layoffs as they strive for profitability. |
