Spotlight Stories |
Want To Go Viral? This 50 Billion Views Creator Breaks Down Mastering The Algorithms Nikon Unveils Partnership Program Taping 9 Trailblazing Creators To Redefine Visual Storytelling How Google, Meta, Snapchat and TikTok are attempting to eclipse each other TikTok expands its premium ad slots despite potential US ban
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Great Reads |
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"Wall Street is betting big on the creator economy, luring top influencers like MrBeast and Logan Paul with nine-figure deals to expand their brands beyond YouTube and social media. Venture firms are banking on creators' intense fan loyalty to drive product sales and real-world businesses, from MrBeast's $100 million Feastables candy line to Logan Paul's $1.2 billion Prime beverage empire. |
While platforms enabled creators' fame, many now seek independence from algorithm whims. Top investors like Peter Chernin's firm are acquiring creator-founded companies, betting their authentic fan connections can supercharge new ventures. |
However, the pool of creators with audiences massive enough to sustain standalone businesses may be limited. Experts caution influencers need viable business plans, not just eager investors, to capitalize on Wall Street's current creator infatuation long-term. As the $500 billion creator economy booms, unlocking sustainable, diversified revenue streams beyond ad dollars is key for both creators and the financiers backing them." |
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Justin Flom, a renowned content creator and magician, has shared his insights on mastering algorithms and going viral. With over 50 billion views across various platforms, Flom has mastered the art of creating engaging content that resonates with audience, emphasizing the importance of using data to understand what viewers enjoy watching, sharing, and engaging with online. |
Flom also stresses the importance of creating content that maximizes the allotted time on each platform, increasing the chances of receiving preferential treatment from the algorithms. Flom's journey as a content creator has not been without its challenges, but he remains optimistic about the future of content creation and his ability to inspire creativity in others |
Campaign Insights |
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Nikon has launched its "Nikon Creators Official Partners" program, partnering with nine emerging visual artists who are redefining creative disciplines such as photography and videography. The program aims to elevate this new generation of creators and provide them with tools to support their unique visions. The selected creators include fashion photographer Alex Frank, portrait artist Brandon Woelfel, and street photographer Kien Quan, among others. As part of the program, these creators will have access to Nikon's cutting-edge imaging equipment and resources to bring their visions to life. |
They will also have the opportunity to inspire their communities and peers through original content creation. The program is designed to foster an environment where creativity can thrive, and Nikon plans to provide its partners with education platforms, creative freedom, and resources to support their growth. The Nikon Creators Official Partners will exist alongside the company's Ambassador program of distinguished professional photographers and videographers |
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As the Paris Olympics approach, brands are partnering with athletes to leverage their organic reach and charisma. Powerade is working with over 30 athletes across 30 markets, including Simone Biles and Mathilde Gros. Reese's has teamed up with Alex Morgan and Jessica Long to promote a limited-edition product, while Old El Paso is featuring four UK Olympians in its campaign.
Selecting the right athletes is key, considering key markets, crowd-favorite events, and social presence. Adidas is partnering with Noah Lyles, while Reese's will feature its four ambassadors as the Games approach. IOC rules restrict advertising, but brands are finding creative ways to collaborate with athletes without violating these rules. As the Olympics conclude, athletes' social platforms could skyrocket, making them influencers in their own right. |
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Brands are leveraging TikTok Shop to drive sales, with Coca-Cola, e.l.f. Beauty, and Benefit Cosmetics among those using the platform. Since its launch, TikTok Shop has seen significant growth, with over 500,000 merchants selling to US consumers. Benefit Cosmetics has been using TikTok Shop to generate buzz around new product launches and has used affiliate creators to promote limited-edition products. Coca-Cola's TikTok-Shop exclusive "Happy Tears" soda sold out in hours, while e.l.f. Beauty's new Power Grip setting spray generated nearly 50 million impressions and drove significant sales. |
The TikTok Shop "Super Brand Day" sales event also saw significant results for e.l.f. The platform's popularity is evident, with TikTok Shop accounting for 68% of the social shopping market share. As brands continue to explore TikTok Shop's e-commerce potential, the platform's growth is expected to continue. |
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The recent dialogue around influencers KSI and Logan Paul's Prime energy drink brand raises questions about how we define success. Despite making over $1.2 billion in revenue in its first year, some are labeling Prime a "failure" due to slowing sales. However, this narrow perspective misses the point - for some founders, rapid financial gain is the measure of success, regardless of longevity. The commentary highlights a critical principle: we must decenter our own experiences and viewpoints. Success can be defined differently for different people and businesses. |
Quickly judging others' approaches as wrong stunts potential and imposes limitations. In the dynamic creator economy, openness to diverse perspectives is key. Whether Prime endures or fades, its founders achieved their version of success on their own terms. For businesses to truly thrive, embracing different paths to achievement rather than conforming to traditional norms will unlock new possibilities. |
Interesting People |
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At just 25, YouTuber Jake Tran has rapidly built a multi-million subscriber business empire by carving unique niches other creators overlook. His breakthrough came exploring taboo money and crime topics through a faceless content style. |
Strategic mentorship allowed Tran to scale from a one-man operation to a high output video team. He eschews copying competitors, focusing instead on tapping personal interests for engaging original perspectives. |
Leveraging his "Evil Food Supply" channel's natural living ethos, Tran launched "Evil Goods" - an all-natural skincare line providing cleaner alternatives to mainstream synthetic products. The move represents his pivot beyond just sponsored content to promoting his own product aligned with principles. |
Looking ahead, Tran plans to further expand into coaching, new potential channels, and even returning to on-camera content. His advice: Identify unmet consumer needs rather than imitating others for true differentiation. |
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"Glambot creator Cole Walliser explains why his camera didn't capture the Met Gala 2024 red carpet. The motion-controlled high-speed camera, which captures slow-motion videos of A-listers, was unable to attend due to safety concerns and logistical issues. Walliser suggests a DIY solution for fans to recreate the Glambot effect at home using their phones.
He advises using slow-mo settings and good lighting, and encourages users to move naturally and feel comfortable in their poses. Walliser has seen a growing trend of people trying to recreate the Glambot's shots online, and is flattered by the trend. The Glambot has become a staple on red carpets, and Walliser's absence from the Met Gala didn't go unnoticed. Despite the challenges, Walliser remains optimistic about the future of the Glambot and its ability to capture the glamour of the red carpet." |
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Kara Simoné Weber, a 39-year-old influencer, has overcome age biases and loneliness to build a successful career in the creator economy. Weber, a former beautician, pivoted to influencer marketing after the pandemic hit, joining the Sintillate Talent agency. She has since become a rising star, landing modeling gigs and music video appearances. Despite facing backlash and negativity, Weber remains committed to her influencer path. |
She has also struggled with maintaining old friendships and caring for her ailing mother, who passed away in February. Weber's story serves as a reminder that age is just a number and that with determination and the right partnership, anyone can achieve success. She advises aspiring creators to love themselves, be their own critic, and never give up on their dreams |
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At just 17, Suhit Amin launched influencer marketing agency Saulderson Media from his Scottish hometown after being diagnosed with stage 3 cancer. Channeling his entrepreneurial drive, he spotted a gap for a premium agency truly serving creator talent. |
Saulderson quickly grew into a full-service firm pairing brands with gaming/digital culture influencers. It stands out through deep gaming expertise, speedy campaign execution, and educating the industry. |
Now 23, Amin has led Saulderson's evolution into an multi-million dollar business. After operating boutique for 5 years, he's rapidly expanding service offerings, geographic reach, and developing proprietary influencer marketing tech. |
Amin predicts the creator economy will shift toward more performance-driven influencer marketing, creator-owned brands, micro-influencers, and integrating influencers throughout the marketing funnel. |
His inspiring entrepreneurial story - building a successful venture while battling illness as a teenager - epitomizes the grit and vision propelling the modern creator economy's ascent. |
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After years struggling as a personal development YouTuber, Colin Pomeroy struck gold creating mind-bending visual effects videos on TikTok. What sets him apart is sharing the secrets behind his illusions with nearly 700,000 followers. |
Pomeroy leans into being an accessible VFX mentor, teaching skills like editing footage, masking, green screens, and keyframing through bite-sized tutorials. This hands-on education approach resonates with aspiring creators seeking to emulate his success. |
While brand deals provided initial income, Pomeroy is now diversifying into educational offerings like affordable online courses to control his revenue streams. The former 9-5 worker cherishes being his own boss despite the need for self-discipline. |
Looking ahead, Pomeroy aims to evolve beyond just VFX tutorials by injecting more personal branding and relatability. His journey exemplifies the potential for creators to carve lucrative niches by democratizing niche skills through digital mentorship. |
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Industry News |
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Tech platforms Google, Meta, Snapchat, and TikTok presented their pitches to media buyers at the 2024 NewFronts, showcasing their investments in generative AI to drive stronger results and cheaper creative. The presentations focused on performance, brand safety issues were indirectly addressed through new premium products and partnerships. While none of the companies publicly addressed data and privacy concerns, TikTok's competitors subtly positioned themselves as potential beneficiaries of TikTok's geopolitical challenges. |
Google emphasized its investments in premium inventory, Snapchat highlighted its unique audience and augmented reality offerings, and Meta focused on new advertising tools for Reels and its Creator Marketplace. Despite the presence of regulatory issues, the tone of the presentations was largely positive, with an emphasis on innovation and performance. |
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Actress and producer Issa Rae has launched Ensemble, a new company focused on helping Black influencers and creators of color earn equal pay compared to their white counterparts. Research shows Black influencers make 35% less on average despite the influencer marketing industry's rapid growth. |
Ensemble connects a network of over 50 up-and-coming diverse creators with major brands like Pepsi, Chili's and Popeyes. It works closely to better package and position these talents for high-profile brand partnerships typically out of reach. |
Led by advertising veterans including Ian Schafer, the company aims to secure budgets from brands' mainstream media spend rather than smaller diversity allocations. Rae's media company is fully funding the venture. |
For businesses tapping into the booming creator economy, Ensemble offers a pathway to access an undervalued pool of diverse influencers at scale. By elevating representation and equitable pay, it enables brands to reach multicultural audiences more authentically through emerging, culturally resonant voices. |
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Meta has rolled out enhanced post controls for its text-based conversation app Threads. Users can now choose who can quote their posts - allowing quotes from anyone, only profiles they follow, or disabling quotes entirely. |
This new "quote control" functionality gives creators and users more power to curate their presence and regulate engagement on Threads. It builds on existing tools like reply hiding, word muting, and notification controls. |
The update aligns with Meta's vision of fostering more positive dialogue on Threads compared to other social platforms. Giving users granular controls over who can amplify their posts through quotes allows them to better define their audience and experience. |
For businesses and creators building communities on Threads, these robust moderation capabilities provide valuable guardrails. They enable more selective amplification of posts and curation of surrounding commentary aligned with the creator's voice and brand persona. As conversation-based apps grow, such tools are key for maintaining an intended environment. |
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TikTok hosted its annual marketing event in New York City, drawing hundreds of advertisers just days after President Biden signed a law that could potentially ban the app if not sold from its Chinese parent company. Despite the legal challenge, TikTok defiantly told marketers "we are not backing down" and believes the law is unconstitutional. The event focused on promoting TikTok's advertising tools and success stories, positioning the platform as "vital" for businesses to reach Gen Z and broader audiences. |
Executives highlighted new ad products, creator partnerships, and brand case studies while downplaying ownership concerns. Analysts estimate TikTok raked in $6 billion in U.S. ad revenue last year as it competes with rivals' short-form video offerings. For businesses in the booming creator economy, TikTok's defiant stance underscores its critical role in the marketing mix despite the clouds of uncertainty surrounding its future ownership. |
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Schools are racing to establish institutional oversight of the booming name, image and likeness economy for college athletes. Many top athletic programs like Michigan, Stanford and Iowa have inked lucrative contracts with firms like Altius Sports Partners to provide on-campus "NIL general managers." |
These experienced executives act as central resources to educate athletes on NIL rules and opportunities, evaluate endorsement deals, facilitate connections with brands and collectives, and navigate the rapidly evolving NIL landscape. Michigan alone is paying Altius over $250,000 in year one of a four-year pact. |
The investments reflect how NIL has dramatically upended college sports economics, with some states now greenlighting schools to directly broker and pay athletes for endorsements. Dedicated NIL oversight is seen as crucial for compliance and maximizing these new revenue streams. |
For creator economy businesses, the emergence of school-sanctioned NIL general managers provides centralized partners to potentially secure NCAA athlete ambassadors at marquee programs. As the NCAA's amateurism model crumbles, having experienced liaisons managing this complex space will likely accelerate NIL commercialization across college sports. |
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TikTok, the Chinese-owned social media app, has filed a federal lawsuit against the US government to block a new law that bans the app from operating in the US. The law, signed by President Biden, requires ByteDance to sell its US operations by January 19, 2025. ByteDance claims the law violates TikTok's First Amendment rights and singles out the company for punishment. |
The lawsuit alleges that the ban is an unconstitutional legislative punishment, denies the company equal protection under the law, and amounts to an unlawful taking of private property. The case sets up a court showdown over national security and free speech in the age of global information wars. The outcome could have significant implications for the creator economy, as TikTok is a key platform for creators to monetize their content and build their personal brands. |
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A new breed of "intellectual influencers" or thought leaders is poised to take over feeds. Audiences are favoring authentic, knowledgeable content creators over those with high follower counts alone. With the barrier to becoming an influencer lower than ever, viewers are more discerning - seeking substance, expertise and relatability. |
This emerging class provides "edutainment" - educating through entertainment on niche topics from food to psychology. Data shows consumers trust recommendations from topic experts over mega-influencers. Intellectual influencers capitalize on their authority and unique perspectives. |
For businesses in the creator economy, aligning with these voices offers more authentic brand storytelling. As audiences crave deeper connections, intellectual influencers provide a professionalized approach beyond traditional influencer marketing. Those who build true multi-platform businesses catering to their niche communities are poised to thrive as social media's focus shifts toward credibility over popularity alone. |
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TikTok is shaping the financial views and behaviors of Gen Z, with many young adults feeling financially uncertain and pressured to keep up with trends. A survey found that 91% of Gen Zers have purchased something they saw on social media. The platform's influence is leading to a disconnect between how well off young adults are and how they think they're doing, with some experts calling this phenomenon "money dysmorphia." The constant stream of consumption videos and ads on TikTok is making it hard for young adults to resist buying trendy items, leading to debt and financial struggles. Economists warn that this could have long-term consequences for their financial health. |
