Spotlight Stories |
Why Paramount Is Selling VidCon And Who’s Betting Big On Its Future YouTube’s Olympic Triumph: How 850M Viewers Devoured Paris 2024 Content Qatar Tourism Awards: 10 Influencers Vying For The Public’s Vote ‘Hawk Tuah’ Star Haliey Welch Lands Podcast Deal With Jake Paul’s Media Company
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Great Reads |
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Paramount Global is selling its creator conference VidCon to UK-based media and events company Informa. VidCon, acquired by Viacom in 2018, has been a cornerstone event in the creator economy, hosting annual gatherings that drew 55,000 attendees in 2023. |
However, some insiders note reduced participation from creator economy startups this year. Informa, which owns pop-culture conventions like Comicon, is expanding its events portfolio. While terms are undisclosed, some view the potential sale optimistically, suggesting Informa's events focus could reinvigorate VidCon. The deal comes as Paramount itself is in talks for an $8 billion acquisition. |
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TikTok's expansive reach and ability to shape cultural trends make it an invaluable platform for fashion, beauty, and retail brands seeking to connect with consumers across generations. The app's innovative discovery-first approach powered by its interest-graph algorithm allows branded content to reach users organically. |
Its active creator community drives engagement and purchasing intent through authentic, relatable collaborations. TikTok's unique mix of digital community-building, virality around aesthetic subcultures and new forms of influence position it at the forefront of the zeitgeist. |
Brands leveraging TikTok strategically can commercialize emerging trends, amplify product launches, drive sales through social commerce integrations and ultimately stay culturally relevant in today's attention economy. |
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Targeting high-level industry executives, a veteran influencer marketer is launching an exclusive, invite-only conference called Niimbus to drive strategic innovation in the creator economy. With a focus on intimate peer collaboration, interactive sessions, and practical implementation, Niimbus aims to redefine industry gatherings. |
Capped at around 50 attendees in small advisory groups, the conference will feature keynotes on leadership, working sessions to develop campaign playbooks, and platforms to connect brands with creators across platforms. By fostering meaningful connections and equipping decision-makers with strategic frameworks, Niimbus promises a fresh approach to tackle influencer marketing's biggest challenges and shape its future trajectory. |
Campaign Insights |
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YouTube celebrated a triumphant viewership success during the 2024 Paris Olympic Games, with over 850 million unique viewers consuming Olympics-related content on the platform. Users watched an impressive 40 billion minutes of Olympics videos, including official broadcasts and creator content. |
Connected TV viewing emerged as a significant trend, accounting for over 35% of the total watch time. YouTube partnered with broadcasters and the IOC to bring popular creators to Paris, offering alternative perspectives. The platform's Olympics coverage solidified its position as the most popular streaming service, exceeding 10% of total TV usage in July. |
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Lastminute.com is attempting to redefine travel marketing with an influencer-driven pivot for its "It's Never Too Late to Book a Holiday" campaign. Brand director Ruchika Kalra (roo-CHEE-kah KAL-rah) and Trouble Maker agency founder Jonathan Fraser spearheaded the strategy. |
The campaign leverages niche influencers known for organic humor, creating authentic content that resonates beyond traditional travel audiences. This approach aims to cut through marketing noise and embed the brand's message in everyday culture. |
Key to the strategy is user-generated content from carefully selected creators with rich, niche communities. The DIY footage aligns with lastminute.com's playful brand personality while targeting the next generation of customers. |
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Maybelline New York is reviving its iconic 1990s jingle "Maybe It's Maybelline" with a modern twist, aiming to engage Gen Z consumers and pay homage to the brand's New York City roots. The refreshed jingle, developed with sonic branding and creative agencies, integrates visual and audio elements representing NYC's energy and diversity. |
Featuring global brand ambassadors like Gigi Hadid and Storm Reid, the campaign celebrates self-confidence and self-expression. Maybelline's parent company L'Oréal saw sales rise 5.3% in Q2 2024, with the brand's makeup products like the Sunkisser blush contributing to double-digit growth in that segment. |
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Minisocial, a platform connecting brands with micro-influencers for curated user-generated content creation, is gaining traction in the evolving creator economy. Founded in 2018, the startup addresses brands' needs for high-quality, channel-specific content through handpicked creator partnerships. Its strategic use of micro-influencers offers budget-friendly and highly engaged audience reach. |
Minisocial's campaigns leverage the personal appeal and niche relevance of micro-influencers, enabling authentic product promotions that resonate. With localized campaigns, enhanced tools for brand control, and UGC amplification partnerships, the company is well-positioned to guide brands through the nuances of effective creator marketing in 2024 and beyond. |
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Boohoo, the leading fashion e-commerce brand, is expanding its innovative social commerce initiative, The boohoo Collective, to the United States. After a successful launch in the UK, the program integrates thousands of influencers into the boohoo.com shopping experience, providing them with personalized storefronts to curate products and share shoppable social media content. |
To celebrate the US expansion, boohoo hosted an official event in Los Angeles with 300 influencers and celebrities. The initiative aims to strengthen boohoo's US presence by enabling a creator-first approach that reimagines fashion e-commerce. |
Influencers can earn commissions, rewards, and access to exclusive events and opportunities based on their sales performance through the program. This strategic move positions boohoo at the forefront of social commerce, leveraging the power of influencers to drive personalized shopping experiences and sales growth. |
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Gen Z consumers are embracing social commerce at significantly higher rates than older generations for their holiday shopping. A new report reveals 42% of Gen Z shoppers plan to purchase gifts directly through social media platforms like Instagram, Facebook, TikTok, and YouTube, compared to only 6% of baby boomers. |
Instagram leads as the preferred platform at 57%, followed by Facebook at 56%. This aligns with broader mobile shopping growth, with mobile now accounting for nearly half of all online purchases. Platforms are rapidly enhancing their social commerce capabilities to capitalize on this lucrative market. |
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Qatar Tourism has opened public voting for its new "Tourism Influencer of the Year" award, part of the second Qatar Tourism Awards. Ten local creators nominated by a committee are vying for the Digital Footprint category title. The nominees showcase Qatar's tourism attractions through their content. Voting is open until September 9 on Qatar Tourism's website. |
This award recognizes influencers' growing role in promoting destinations as several Asian countries invest heavily in influencer campaigns to boost tourism. The initiative aligns with Qatar's Vision 2030 to develop its tourism industry and strengthen the economy by highlighting its rich culture and luxury experiences. |
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TikTok has unveiled new features allowing users to influence their For You Page algorithm, a move that could significantly impact content creators and marketers. The update introduces content preference sliders for various topics, expanded keyword and hashtag blocking, and a test feature to reset the For You Page. |
These tools offer users unprecedented control over their content feed, potentially altering engagement patterns for creators. The changes also provide insight into TikTok's content categorization system, with "dance" notably classified as a distinct topic. This update marks a step towards algorithm transparency, addressing concerns about the platform's opaque recommendation system. |
It follows recent research highlighting TikTok's data collection efficiency and reports of the company separating its algorithm from its Chinese counterpart. Content creators and marketers should closely monitor these changes, as they may necessitate adjustments in content strategy and audience targeting. |
Interesting People |
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Creative Artists Agency (CAA) has signed TikTok star Anthony "Tony" Dawson, known as TooTurntTony, for representation. Dawson, with over 20 million TikTok followers, gained fame through comedic videos featuring his family and pet ducks. In 2023, he launched Too Turnt Tea alcoholic ice tea, selling over 1 million cases in its first year. |
With CAA's backing, Dawson plans to expand his brand into new merchandise, explore opportunities in TV, podcasting, and potentially a Too Turnt cruise. CAA has been actively signing digital creators recently, including Yuri Lamasbella, LaurenZside, and Reesa Teesa, as the agency builds its talent roster in the influencer space. |
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The viral "Hawk Tuah" star Hailey Welch has landed a deal with Jake Paul's media company Betr to launch a weekly podcast titled "Talk Tuah." The 21-year-old influencer, who has amassed over 2 million Instagram followers since her meteoric rise, will bring her comedic style to the show featuring interviews with special guests. |
Betr, a sports media and mobile gambling company valued at $375 million, sees Welch as a perfect fit to connect with audiences through her unique perspective. The podcast debuts on September 10 across platforms as part of Betr's growing content network. |
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In a data-driven approach, Social Motion president Michael Arking explains how the video production agency achieves measurable success for brands in the creator economy. Prioritizing strategy over just creative output, Social Motion leverages comprehensive analytics to continuously optimize video content across platforms. |
By embracing AI tools while maintaining human expertise in testing and measurement, the company delivers quantifiable results like 220% sales lifts for clients like SimpliSafe. Despite AI's rise, Arking emphasizes quality strategic content tailored to each platform's role in the marketing funnel. Looking ahead, he sees opportunities for cohesive multi-platform video strategies but stresses the continued importance of specialized skills alongside AI integration. |
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Teacher influencers on TikTok and Instagram are reaching students far beyond their classrooms. About a third of Gen Zers regularly use TikTok for news, up 255% since 2020. |
Highlighted accounts include Matt Eicheldinger sharing reading tips, Greg Kata recounting funny student interactions, Kristina Srog unpacking challenges with humor, Ms. Mac teaching math routines, Ms. Shields making students "instantly quiet," Erin Castillo with a "teacher survivor kit," and Mr. Moore teaching procedures through dancing. |
These educators are inspiring and informing through short videos tailored to social media platforms popular with younger generations. Their authentic teaching moments resonate widely in the creator economy. |
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Several big streamers, including TimTheTatman, DrLupo, and Swagg, have returned to Twitch after their exclusive deals with YouTube Gaming expired. Most are now opting to stream across both platforms or abandoning YouTube entirely. On their first streams back, the viewership gap between Twitch and YouTube was substantial, with Twitch drawing significantly larger audiences. |
This indicates viewers still prefer the Twitch platform for livestreaming. While some streamers plan to multi-stream for major events, their daily streaming will primarily be on Twitch. The shift suggests YouTube's focus on short-form content may not align with the livestreaming community's preferences. |
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Industry News |
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Nebula, the creator-owned streaming platform, announced its first price hike since launching in 2019. Starting September 1, new subscribers will pay $6 monthly or $60 annually, up from the previous $5 and $50 rates. Existing members retain their current pricing. |
The increase aims to align pricing with Nebula's expanded content offerings, including more ambitious originals, partnerships with Spotify and Morning Brew, and subscriber requests to better support creators. Notable upcoming releases include season 11 of "Jet Lag: The Game" and Abigail Thorn's "Dracula's Ex-Girlfriend." |
Nebula's CEO emphasized transparency, stating significant circumstances would be required to raise rates for existing subscribers. The company seeks to grow its user base on older pricing plans to avoid disrupting loyal audiences. |
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In an attempt to become a TikTok creator, a writer documents her struggles to gain followers and viral success on the platform. Despite diligently following advice like posting trendy content, using proper lighting, and engaging with comments, she struggles to surpass 19 followers after over a month. |
The piece offers an insightful look at the immense difficulty of breaking through on TikTok and the toll it can take on one's self-perception when your online persona fails to resonate. While glimpsing potential viral success a few times, the writer ultimately fails in her goal but emerges with a deeper understanding of the creator economy's intense competition and psychological impacts. |
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Australian audio equipment maker RØDE is launching a global competition for content creators across YouTube, Instagram, and TikTok called the RØDE Creator of the Year Awards. With a total prize pool of $250,000 in cash and over $100,000 in additional prizes, the competition spans 22 content categories, including ASMR, DIY & Hobbies, Food & Cooking, and more. |
The top Creator of the Year prize includes $20,000 cash and over $30,000 in prizes, while an Emerging Creator award offers $10,000 cash and over $30,000 in prizes. Category winners determined by RØDE's judges and community voting each receive $5,000 cash and partner prize packs. |
To participate, creators must use a RØDE product and submit entries by October 1, with community voting from October 15-31. The competition aims to recognize the creator community that has fueled RØDE's revenue growth to $318 million amid the pandemic content boom. |
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Almost one in four creators said brands should ask for permission before sending gifted products, according to new research from influencer agency Billion Dollar Boy surveying over 500 content creators. |
The top priorities for influencers are ensuring gifted products are relevant (37%), maintaining strong brand relationships (33%), and 23% want brands to explicitly ask before gifting. 30% want more creative gifting strategies from brands. |
On sustainability, about a quarter highlighted priorities like using recyclable/sustainable gifts (27%), reducing packaging waste (23%), and minimizing excessive product volumes (22%). The agency advises brands to build meaningful creator relationships, reduce wasteful mass gifting, and apply this feedback for better influencer marketing performance. |
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The Influencer Marketing Show USA 2025 returns, co-locating with PI LIVE to reflect the synergies between the creator economy and affiliate marketing. Set in the iconic Hard Rock Seminole Resort near Miami, this three-day event offers an unparalleled opportunity to explore the powerful connection between influencer and affiliate marketing. |
Attendees gain access to insightful sessions, a dedicated Growth Expo, and exclusive networking opportunities. Brands can enhance their influencer strategies, while agencies and tech providers can connect with potential partners. Creators and talent managers can foster collaborations with brands and industry leaders. |
With a single ticket granting access to both events, professionals can deepen their understanding of a holistic marketing approach and amplify their campaigns. Don't miss this chance to redefine engagement with the creator economy. |
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TikTok's new group messaging feature aims to capture more of Gen Z's attention from rival platforms Instagram and Snapchat. While messaging is difficult to monetize, it presents a marketing opportunity for brands by encouraging users to spend more time in-app and streamlining content sharing. |
However, TikTok will first need to foster a messaging culture among its Gen Z user base, as this demographic currently favors Instagram and Snapchat for social messaging. If successful, the feature could shift some of Gen Z's messaging activity to TikTok, where they already spend more time than on Instagram according to eMarketer data. The move highlights TikTok's efforts to deepen engagement with its core Gen Z audience. |
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Several Indian state governments, including Karnataka and Uttar Pradesh, have introduced policies allowing social media influencers to receive government advertisements and promote state schemes. Experts believe this move will lead to a shift in advertising budgets, with influencers taking a significant share from traditional print media. |
TV advertising may experience a lesser impact due to its continued popularity. Influencers, however, will need to navigate the challenges of balancing content freedom with monetary gains and aligning with political ideologies. Overall, the increasing government investment in influencer marketing opens new opportunities while introducing operational and ethical paradigm shifts for influencers and agencies. |
Registration Required |
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Recent research from the University of Alabama and Vanderbilt University reveals that influencers who disable comments on their posts face negative consequences. The study, published in the Journal of Marketing, found that viewers perceive these influencers as less likable and are less likely to engage with promoted products. |
Disabling comments can shatter the illusion of friendship that influencers cultivate with their audience. Surprisingly, the study suggests that leaving negative comments visible is preferable to completely deactivating the comment section. However, viewers are more understanding if influencers provide valid reasons for disabling comments, such as protecting mental health. |
With global influencer marketing campaigns exceeding $34 billion in 2023, these findings highlight the delicate balance influencers must maintain between managing feedback and preserving audience connection. The research underscores the importance of open communication channels in maintaining influencer credibility and effectiveness. |
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TikTok is expanding its efforts to provide reliable information and improve media literacy around the upcoming U.S. presidential election. The platform will feature a landing page explaining how elections work, new videos on media literacy, and increased security for verified political accounts. |
This move acknowledges TikTok's growing role as a news source for many Americans, especially young voters. However, TikTok faces scrutiny over potential Chinese government influence, with a looming ban in the U.S. unless its parent company ByteDance sells it to a non-Chinese firm by January 2025. The company aims to promote trust in elections while addressing national security concerns about its Chinese ownership. |
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The Amalfi Coast, a UNESCO World Heritage site in southern Italy, is grappling with overtourism fueled by social media influencers. While Instagram and TikTok portray an idyllic paradise, locals describe a reality of traffic jams, overcrowding, and declining quality of life. |
Tourism experts blame government officials for failing to proactively manage the surge in visitors. In 2023, the region saw over 564,000 lodging check-ins, a 9% increase from 2019. Hotel prices have risen nearly 40% since the pandemic. Locals report struggles with transportation, housing affordability, and disruptive tourist behavior. |
Many young residents are leaving, fearing their towns will become solely tourist destinations. Officials hope the reopened Salerno Costa d'Amalfi Airport will alleviate pressure and disperse visitors to less congested areas. However, tourism experts are skeptical, noting that travelers are drawn to destinations popularized on social media. |
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Travel influencer Bree Rose, with over half a million Instagram followers, warns that social media has become a "copycat rabbit hole" lacking support for original content creators. Rose, a full-time travel photographer since 2019, says Instagram's algorithm now favors trend-driven content over originality, mirroring TikTok's approach. |
She reports a significant drop in engagement despite doubling her follower count, attributing this to reduced visibility of her posts. Rose calls for greater transparency from social media companies regarding algorithms and content promotion. |
The influencer also highlights mental health concerns in the creator economy, noting the constant pressure to produce trending content. She suggests platforms should address creators' well-being, as many feel "disposable" despite pioneering their respective niches. |
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Amazon CEO Andy Jassy has met with leaders of major social media companies to discuss allowing Amazon purchases directly within their apps. This strategy, known as Project Handshake, marks a significant shift for Amazon as it seeks to reignite growth in its e-commerce business. |
The initiative began rolling out last November on platforms like Facebook, Instagram, and Snapchat, with recent expansions to TikTok and Pinterest. While some within Amazon worried this could habituate shoppers to making purchases outside of Amazon's ecosystem, proponents saw it as a way to reach new customers and boost sluggish e-commerce growth. |
Amazon's global e-commerce sales grew 6% in Q2, down from double-digit growth in previous years. The company is betting that reaching impulse shoppers across various platforms will increase revenue without significantly cannibalizing its own site traffic. |
