Spotlight Stories |
Snapchat Debuts Its First-Ever Chat Ad For Universal’s ‘Wicked’ Musical The Influencer Lawsuit That Could Change The Industry Jake Paul Vs. Mike Tyson Breaks Record For ‘Most-Streamed Sporting Event Ever’ With 108M Live Global Viewers, Netflix Reports Why Beauty And Fashion Brands Are Shifting To Nano, Micro Influencers With Average Engagement Rates [REPORT]
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Great Reads |
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Snapchat has debuted its first sponsored chat ad, partnering with Universal Pictures to promote the “Wicked” musical in users’ inboxes. The 10-second video ad starring Jonathan Bailey will appear for all U.S. users aged 18 and over. With over 100 million daily active North American users and high movie attendance among Snapchatters, the platform views sponsored chats as an extension of existing engagement patterns. |
The format gives users control - they can view or ignore the ad which appears visually distinct from regular chats and disappears if unwatched. Research shows Snapchat messaging generates positive emotions, with around two-thirds of young users reporting feeling extremely or very happy. |
The sponsored chat launch follows Snapchat recently uniting with Meta and TikTok under the Thrive initiative to combat suicide and self-harm content proliferation. As the creator economy booms, with over 90% of brands planning increased influencer budgets in 2025, novel ad formats enabling organic engagement present an opportunity for creator monetization while empowering user choice. |
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Two top Amazon influencers, Sydney Nicole Gifford and Alyssa Sheil, are embroiled in a first-of-its-kind lawsuit over alleged copyright infringement and misappropriation of likeness. Gifford claims Sheil copied her minimal aesthetic home decor style, videos promoting the same Amazon products, hair and clothing styles, and even got a similar tattoo. Sheil denies the allegations, arguing the neutral “clean girl” aesthetic they share is too common to be owned by one creator. |
The case has major implications for influencers and could set precedents around what content can be legally protected. Experts say Gifford faces an uphill battle proving her videos contain copyrightable expression versus standard influencer tropes. However, if successful, it could force creators to be more original. |
The lawsuit also raises questions around creators of color having to navigate predominantly white aesthetics. Sheil, who is Black Latina, is accused of imitating the appearance of Gifford, who is white Hispanic. While not the intent, the misappropriation claim evokes broader issues of whose aesthetics are considered proprietary. The case puts a spotlight on the murky ethics and lack of worker protections in the influencer economy. |
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Netflix’s live-streamed Jake Paul vs. Mike Tyson boxing match broke the record for ‘most-streamed sporting event ever’ with 108 million average live global viewers. The fight attracted 65 million concurrent streams worldwide, establishing new viewership records for women’s sports as well. |
Despite technical issues, the successful numbers underscore Netflix’s expansion into live programming with plans to broadcast more live events like football games and WWE shows in 2024. The boxing event significantly outperformed Netflix’s other top content that week. |
Campaign Insights |
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Asian online travel companies are driving significant revenue through livestream marketing, with Trip.com generating $2.5 billion in total sales from its streaming initiatives. The platform has attracted two billion viewers globally and processed 16.68 million orders since launching during the 2020 pandemic. In Thailand alone, a single streaming event produced $7.2 million in sales and 56,000 room nights booked. |
Alibaba’s travel platform Fliggy has seen similar success, with individual streams generating up to $27.6 million in sales and reaching over 1 million viewers. The trend reflects broader livestream commerce growth in China, where Euromonitor forecasts $582.1 billion in livestream e-commerce sales by 2025. While the format has proven highly effective in Asia Pacific markets, adoption in Europe and other regions remains limited but shows potential for future expansion. |
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Kraft Heinz is facing backlash on TikTok after a customer repeatedly bought boxes of the brand’s gluten-free mac and cheese without any cheese sauce packets inside. When the customer shared videos highlighting the issue, Kraft’s initial response dismissed her concerns, leading to an outpouring of criticism. |
Competitors like Stouffer’s, California Pizza Kitchen, and Banza seized the opportunity, sending the customer alternative gluten-free products and offering discounts. After the backlash, Kraft apologized, promised to investigate the production issue, and vowed to improve their customer response. The incident underscores the importance of social media teams addressing consumer complaints promptly and empathetically to prevent further damage to the brand. |
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Poshmark’s annual Secondhand Sunday aims to promote circular fashion and sustainability during the holiday shopping season. CMO Steven Tristan Young discusses utilizing live shopping events, gift guides, social media challenges, and consumer promotions to drive interest across generations, not just Gen Z and millennials. |
Live selling replicates an in-person shopping experience through real-time video. Though a recent fee change sparked backlash, Poshmark quickly reversed course after prioritizing its seller community experience. The resale marketplace exemplifies adapting strategies to meet its unique business model and user needs. |
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Beauty and fashion brands are increasingly shifting their influencer marketing efforts towards nano and micro influencers with smaller but more engaged audiences. New research from Traackr shows nano influencers with 1,000+ followers and micro influencers with 10,000+ followers consistently achieve higher average engagement rates across beauty and fashion categories compared to larger creators. In the U.S. beauty market, nano influencers reach up to 6.49% engagement for fragrance content, while micro influencers maintain 3-4% rates across makeup, skincare and fragrance. |
The French fashion industry, which leads global engagement at 2.65%, sees nano creators at 4.16% and micros at 2.83%. Organic influencer content also tends to outperform sponsored posts. While overall engagement has plateaued year-over-year, nano creators were the only tier showing growth in the U.S. beauty sector. The data indicates brands are prioritizing authentic influencer partnerships with niche audiences over wide but shallow reach as the creator economy evolves. |
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Taco Bell breaks new ground in commercial production by hiring 22-year-old content creator Ashley Xu to direct their latest television advertisement. The fast-food chain’s decision to entrust a self-described “wannabe filmmaker” with a major commercial represents a strategic shift in advertising approach. |
Working with agency Laundry Service and managed by Palette MGMT, Xu developed the concept and shot list while maintaining professional production standards. Former TikTok executive Nick Tran praised the move as an “amazing gig for a young creative,” noting how Xu’s behind-the-scenes content creation adds valuable social media marketing opportunities. While production has wrapped, the commercial’s release date remains unannounced. |
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Procter & Gamble is revamping its marketing strategy in China by focusing on influencer partnerships and livestream commerce on the Douyin shopping app to drive growth for its beauty brands amidst declining sales. |
The company reported a 15% revenue drop in China last quarter. P&G is partnering with popular Douyin influencers like Ni Bi Yi and Chou Dan to promote products like Pantene through livestreams while offering significant discounts. The company is also expanding its presence on lifestyle app Xiaohongshu popular with young Chinese women. This strategic shift aims to reach consumers migrating away from traditional retail to social commerce platforms. |
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The creator economy is driving significant shifts in Black Friday shopping trends. Data from Linktree’s 2024 Creator Commerce Report shows creators driving 150% more traffic through product recommendations compared to regular days. This exemplifies the move from traditional advertising to a personalized, “authentic” approach where consumers rely on favorite creators to discover products. |
While successful, creators face challenges like consistency and algorithm unpredictability, especially during peak periods. The rise of the creator economy presents both opportunities for retail success and questions around sustainability for creators under heightened demands. |
Interesting People |
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Complex has published its definitive ranking of the 25 best streamers in the current landscape. The list, published November 26, 2024, arrives as gaming and entertainment streamers command unprecedented influence and revenue. Industry leader IShowSpeed has amassed over 33 million YouTube subscribers, while Twitch star Kai Cenat recently broke platform records during his Mafiathon 2 event, securing promotional deals with Kim Kardashian and other A-list celebrities. |
The streaming landscape continues to shift as major personalities like Amouranth and xQc have migrated to emerging platform Kick, signaling increased competition in the space. Several top creators have diversified beyond streaming, with Ludwig co-founding creative agency Offbrand and QTCinderella launching successful event production ventures. |
Complex’s analysis suggests streaming remains a lucrative career path, with a 2019 LEGO survey indicating one-third of children aged 8-12 aspire to become content creators. Investment in the space continues to grow as platforms compete for top talent and mainstream brands increasingly allocate marketing dollars to creator partnerships. |
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Megan Collier, a 34-year-old mother of two, transformed her lunchtime TikTok scrolling into a six-figure user-generated content (UGC) business within 14 months. After discovering UGC videos and recognizing the opportunity, she secured her first $750 client within 10 days of creating her portfolio. Megan overcame challenges of balancing a full-time job, family responsibilities, and limited time by maximizing every available moment. |
As her educational content on UGC gained traction, she transitioned into teaching over 2,500 people, focusing on making UGC accessible and building student confidence. Megan’s pricing strategy evolved, and she began charging for usage rights. Monthly retainer clients proved crucial for her transition to full-time UGC work, providing stable income. Having reached her income goals, Megan now balances content creation with teaching and aims to land bigger brand deals while inspiring others to pursue UGC opportunities fearlessly. |
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College athletes are capitalizing on new rules allowing them to profit from their name, image and likeness (NIL). Some athletes are earning $5,000 to $10,000 per social media post, opening up new career opportunities beyond going pro. While top athletes still aim to turn professional, influencer deals provide additional income streams and brand-building potential. |
Mid-major athletes particularly benefit from social followings of a few thousand. The NIL rules have changed how athletes view their sports and careers, relieving pressure solely to perform and allowing them to be multi-dimensional personalities. Overall, the NIL overturn in 2021 has created lucrative opportunities for current college athletes. |
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A new wave of elderly content creators is finding viral success on social media, with some influencers in their 70s and 80s amassing millions of followers. Among them are Giuseppe Federici and his octogenarian grandmother “Nonna,” whose Italian cooking videos have garnered 8.7 million TikTok likes since 2022, leading to a cookbook deal and appearances with British royalty. |
Similarly, 79-year-old “Grandad Frank” from Ireland has become a TikTok sensation alongside his granddaughter Kiera, with one dance video reaching 88 million views and leading to encounters with celebrities like Niall Horan. These cross-generational collaborations are creating meaningful connections while challenging age stereotypes on social platforms traditionally dominated by younger creators. |
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YouTube megastar MrBeast has defended his upcoming Amazon game show “Beast Games” against allegations of contestant exploitation, claiming he has behind-the-scenes footage that will prove the accusations were “blown out of proportion.” The $5 million competition show, set to premiere December 19, faces a 54-page lawsuit from five anonymous contestants alleging unsafe conditions, sexual harassment, and non-payment. |
While releasing the show’s teaser featuring 1,000 contestants participating in elaborate challenges involving helicopters and pyrotechnics, MrBeast, whose real name is Jimmy Donaldson, says he can’t share the exonerating footage yet as it would spoil the games. The creator, who has over 300 million YouTube subscribers, noted his main channel “suffered a bit” due to time spent producing the Amazon series. |
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YouTube star Alan Chikin Chow, who has over 67 million subscribers, has opened a massive 10,000-square-foot production studio in Los Angeles inspired by Korean drama sets. The facility will allow Chow to expand his “Alan’s Universe” franchise spanning YouTube, TikTok and Instagram, where he generates around 1 billion views per month catering to younger audiences. Chow believes digital creators now have more power to tell diverse stories compared to traditional TV, signifying a shift in the creator economy. |
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TikTok Shop is rapidly emerging as a major ecommerce platform, with the number of monthly shoppers nearly tripling since its U.S. launch last fall. At the forefront are “TikTok Sellers” - creators focused on product reviews and affiliate sales. Single mom Ashley Harris and former healthcare worker Steven King have transitioned to full-time TikTok selling, earning six-figure incomes. |
Established brands like Fenty Beauty are now partnering with the app, while niche products like the Wavytalk hair straightener have found viral success. As the potential TikTok ban looms, sellers are racing to maximize holiday sales on the platform. TikTok Shop is empowering everyday creators to build businesses, but long-term sustainability remains uncertain. |
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Industry News |
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TikTok’s former head of product Sean Kim has been appointed CEO of Triller’s video app division, signaling a strategic pivot for the social media platform. Kim, who recently led product at creator economy firm Kajabi, will oversee the Triller app along with subsidiary platforms like influencer marketing tool Julius starting December 2nd. |
The move marks a reversal of Triller’s previous stance that the app would not be a revenue-generating business, with the company now targeting profitability for the app itself. Kim’s hire comes as Triller faces legal battles over $27 million in unpaid music licensing fees and prepares to launch an overhauled app in early 2025. |
His appointment also coincides with the potential industry disruption of a U.S. TikTok ban in January amid national security concerns. While the incoming Trump administration supports keeping TikTok operational, implementing this could prove challenging. Currently ranked 138th among iOS photo/video apps, Triller recently went public through a reverse merger as it aims to capitalize on any TikTok turmoil. |
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Brazil’s Sports Ministry has requested federal intervention to combat fraudulent gambling advertisements on YouTube after uncovering over 53 channels promoting deceptive betting schemes that fail to pay winnings. The investigation revealed influencers marketing gambling sites that accept bets but disappear with customer funds, affecting thousands of Brazilians. |
New regulations prohibit portraying gambling as socially attractive through influencer marketing and restrict bonus ads targeting minors. Legal gambling operations in Brazil will commence in January 2025 under new frameworks for transparency and consumer protection. |
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President-elect Trump plans to reshape White House press access by adding podcast hosts and social media influencers to the briefing room, according to comments made by Donald Trump Jr. on his podcast. The proposed changes would involve revoking some traditional media press passes to make room for figures like Joe Rogan, Barstool Sports’ Dave Portnoy, and Megyn Kelly. |
This shift follows Trump’s previous clashes with mainstream media, including temporarily banning CNN’s Jim Acosta during his first term. Media experts raise concerns about journalistic standards, pointing to recent cases where right-wing influencer networks were unknowingly funded by foreign operations. The move signals a continued transformation of White House communications strategy, with potential implications for how presidential news reaches American audiences. |
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Night, a digital talent management company backed by Chernin Entertainment, has acquired Bottle Rocket Management, expanding its roster of content creators across technology and gaming verticals. The deal brings 40 YouTube creators under Night’s management, including tech reviewers Austin Evans and UrAvgConsumer, durability tester JerryRigEverything, and fitness creator BroScienceLife. |
Night has rapidly grown from 10 clients to over 65 since 2020, previously acquiring LFM Management and Rooster Teeth’s podcast network. It also formed a $100 million venture fund to acquire consumer businesses partnering with top creators. The acquisition allows Night to deliver larger opportunities to clients while continuing to sign innovative creators across digital platforms. |
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Mtion Interactive is a creator platform that allows anyone to make games without coding, utilizing AI technology and visual programming tools. The platform enables dynamic content creation through “living experiences” that creators can continually update, fostering engagement with audiences like live streamers. |
Mtion envisions empowering creators to monetize interactive gaming experiences through revenue share models and an asset marketplace. With a focus on accessibility and creativity, Mtion aims to be a go-to platform rivaling industry giants like Roblox and Fortnite in the lucrative gaming market, giving creators new ways to connect with fans. |
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Leading name, image, and likeness platform Opendorse has cut 23% of its workforce, laying off approximately 15 employees as part of a strategic restructuring for 2025. The Nebraska-based company, which has facilitated over $250 million in NIL transactions, now operates with around 50 employees - half its peak staffing during the initial NIL boom. |
The downsizing reflects broader consolidation in the NIL tech sector as athlete compensation increasingly flows through collective organizations rather than individual platforms. Despite the cuts, Opendorse’s latest industry report projects athlete NIL earnings to reach $1.67 billion this year. The move follows a July leadership transition that saw e-commerce veteran Stephen Denton replace co-founder Blake Lawrence as CEO. |
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Albanian Prime Minister Edi Rama is considering banning TikTok and Snapchat in the country after a deadly school stabbing incident where the suspected attacker shared images related to the violence on social media. Rama has initiated public discussions with parents and teachers, citing concerns over the role of social media networks in fueling violence among minors. |
Videos emerged on TikTok expressing support for the act, prompting calls to address potential threats posed by these platforms to children’s safety. The debate follows widespread protests across Albania over the tragic stabbing of a 14-year-old student earlier this month. |
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A new wave of elderly content creators is finding viral success on social media, with some influencers in their 70s and 80s amassing millions of followers. Among them are Giuseppe Federici and his octogenarian grandmother “Nonna,” whose Italian cooking videos have garnered 8.7 million TikTok likes since 2022, leading to a cookbook deal and appearances with British royalty. |
Similarly, 79-year-old “Grandad Frank” from Ireland has become a TikTok sensation alongside his granddaughter Kiera, with one dance video reaching 88 million views and leading to encounters with celebrities like Niall Horan. These cross-generational collaborations are creating meaningful connections while challenging age stereotypes on social platforms traditionally dominated by younger creators |
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Beauty brands are increasingly turning to nano and micro-influencers with smaller followings to drive engagement as larger influencer content plateaus. According to Traackr’s report, nano and micro-creators are the only segments showing growth in engagement rates for beauty content. With consumers seeking authenticity and relatability, brands recognize the value in leveraging these creators’ niche audiences and high engagement levels. |
While mega-influencers still have a role, particularly for awareness campaigns, smaller creators offer cost-effective marketing that resonates deeply with their loyal followers. As influencer marketing evolves, tapping into the powerful connection of nano and micro-creators has become an essential strategy for beauty brands seeking meaningful consumer connections. |
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Universal Music Group faces unprecedented legal action from Drake over alleged covert influencer marketing practices promoting Kendrick Lamar’s viral diss track “Not Like Us.” Drake’s lawyers claim UMG orchestrated an illegal payola scheme by paying influencers, including NFR Podcast, to boost the song without disclosing financial relationships. |
The case spotlights regulatory gaps in influencer marketing, which lacks the strict oversight applied to traditional radio payola. UMG also allegedly removed copyright restrictions on YouTube and Twitch, allowing influencers to monetize reaction videos - a first for the label. While UMG denies wrongdoing, stating “fans choose the music they want to hear,” the dispute highlights growing scrutiny of social media’s role in manufacturing viral music hits and the need for clearer influencer marketing guidelines. |
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TikTok hosted an invite-only creator summit in Los Angeles focused on long-form content and monetization, notably avoiding discussion of the platform’s potential US ban. The company revealed that creators producing “high-quality content” earn 15 times more than average, and highlighted impressive growth in longer videos, with watch times five times higher than short-form content between November 2023 and April 2024. |
Platform executives emphasized storytelling techniques and production value, sharing ten specific tips for content creation, including strong hooks and clear narrative structure. The summit’s focus on subscriber communities and professional content signals TikTok’s growing competition with YouTube, though creators remain concerned about the platform’s uncertain future given the January 19 deadline for potential US app store removal. |
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