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- Read an Influencer-Marketing Brief Example Used for TikTok, Instagram
- YouTubers call out TikTok's monetization fund for underpaying creators
- NBCUniversal taps TikTok for Olympics partnership
- China hires western TikTokers to polish its image during 2022 Winter Olympics
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Great Reads
Kathleen Schreiber: Navigating Influencer Marketing And Music Promotion
What separates Kathleen’s work from the competition is Songfluencer’s incredible tech team. Their tech team creates amazing things internally and externally for influencers to incorporate into their work. Internally, Songfluencer has an incredible admin website that allows its influencers to view campaigns. Influencers can choose to accept or decline a campaign, and the project details are highly organized for them. This also means that only influencers who are genuinely interested in the project are working on the campaign rather than being simply handed the assignment.
Influencers are never penalized for declining, so they can continue to work with Songfluencer but be picky about which campaigns are right for them and their brand, which ultimately results in a better marketing campaign for clients.
Depending on the campaign and client, influencers may be given specific instructions, such as using a particular part of the song and timing it with a transition at a particular part. Other campaigns are more open to creative freedom. It’s all dependent on the client and the plan generated by Songfluencer.
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Campaign Insights
NBCUniversal taps TikTok for Olympics partnership
NBCUniversal struck a deal with TikTok for the 2022 Winter Olympic Games in Beijing next month that will give advertisers the ability to pilot a new, creative ad experience on the social platform.
The media behemoth chose TikTok as its Olympics partner following a request for proposals that it put out to social media companies late last year.
The deal comes as NBCUniversal, which has retained the rights to air the Olympics in the U.S. since the 1980s, reckons with an increasing number of viewers favoring streaming and digital video versus linear TV as their preferred venue to watch the games.
NBCU also faces a Winter Games filled with obstacles, including COVID-19, calls for boycotts of the host nation, and weary advertisers scaling back their once-reliable Olympic presences.
“Looking back at insights from the Tokyo 2020 Games, it was fascinating to see how much audience interest there was in perhaps ‘non-traditional’ Olympics content,” said Harish Sarma, TikTok’s global head of content business development, pointing to the popularity of behind-the-scenes videos and the many athletes whose look inside the Olympic Village proved to be a hit with viewers.
Trump’s social media network Truth Social quietly courts influencers
Former President Trump’s elusive new social media network Truth Social — which plans to go public — is reaching out to internet influencers asking them to “reserve their spots” for when it launches in February or March.
In an email to influencers obtained by Axios, a representative on behalf of Truth Social’s VIP department named “Ana” asks if those influencers would like to “reserve” their “preferred username for when we launch in late February/early March.”
ome of the the influencers that have been solicited are Democrats and publicly posted anti-Trump content.
Sources tell Axios there's likely engineering coordination between Rumble, a YouTube rival that appeals to conservatives, and Truth Social. Rumble announced earlier this year it would partner with Truth Social to provide infrastructure for the new app.
Truth Social CEO, former Republican Rep. Devin Nunes of California, told Fox Business over the weekend the company is looking for partners like Rumble that "will ensure, to the best of our ability, that once we do go live, will have a safe place that Big Tech cannot cancel."
China hires western TikTokers to polish its image during 2022 Winter Olympics
An army of western social media influencers, each with hundreds of thousands of followers on TikTok, Instagram or Twitch, is set to spread positive stories about China throughout next month’s Winter Olympics.
Concerned about the international backlash against the Beijing Games amid a wave of diplomatic boycotts, the government has hired western PR professionals to spread an alternative narrative through social media.
In November, as Joe Biden contemplated a diplomatic boycott, Vipinder Jaswal, a US-based Newsweek contributor and former Fox News and HSBC executive, signed a $300,000 contract with China’s consulate general in New York to “strategise and execute” an influencer campaign promoting the Beijing Winter Olympics and Paralympics in the US.
The contract, which has been registered with the US Department of Justice, lays out a detailed public relations strategy. According to the agreement, between 22 November and 13 March, when the Winter Paralympics end, each influencer will be asked to produce three to five “deliverables”, meaning content that is crafted to fit the targeted audience. Jaswal claims his company has received up to 50 pitches from influencers ranging from former Olympians to entrepreneurs.
TikTok Japan office paid influencers to spread videos in stealth marketing operation
The Japan operator of the popular Chinese video-sharing app TikTok said Monday it has paid social media influencers to spread certain videos on Twitter without informing viewers about the payments.
The Japan office of ByteDance Ltd. is believed to have spread TikTok videos handpicked by the company through the influencers to raise recognition levels of the app in a strategy that could be considered as stealth marketing. It is believed viewers could have mistaken those videos as ordinary posts by general social media users.
The company said the practice, which had been in place until last December, of paying influencers to upload specific videos was not aimed at increasing the number of the app’s downloads and therefore it thought that it was not obliged to clarify that the videos were intended for public relations activities.
The Japan office declined to disclose the amount and the period of payments, citing contracts with the social media influencers.
The operator said in a statement the measure it took could mislead app users and other people concerned and that it will take necessary measures to prevent a similar incident from happening again.
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Interesting People
Top Food Influencers In Glasgow
Glasgow has always been known for its incredible nightlife and shopping districts. But as the UK food scene gains more traction and recognition, Glasgow has managed to build its own independent food and drinks industry. As the food scene continues to expand, many influencers in Glasgow are curious to find out what’s next. Net Influencer profiles the top 10 food influencer based in this Scottish city.
New Chinese farmers run retail business via livestreaming
As there is a big demand for the vegetables available for sale on China's livestreaming e-commerce sites, six young farmers in Shanghai's Pudong New Area are figuring out how to meet that demand, in a very modern way. All of them were born after 1980, and have come back to the village to become farmers after leaving their jobs in the city, or even abroad. The government calls them new farming professionals.
In just two hours, some 400 orders would come in. Farmers with advanced planting resources, like Ying Xiong, can harvest 800,000 kilograms of oranges a year, and the promising sales performance promises a great future.
"If I started a sales team on my own, it could cost me three million yuan ($473,400). But now, with six of us sharing one, it's affordable. We now have livestreaming everyday, and more people helping with new retail operations," said Ying.
All these new ideas are fruits of their learning at the Shanghai Agricultural Broadcasting School.
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Industry News
TikTok is thinking about letting its creators charge subscription fees
TikTok confirmed Thursday that it is testing support for paid subscriptions, paving the way for creators on the short form video platform to charge for their content. First reported by The Information, the company didn’t share details about when it might roll out to creators, how many creators are currently testing it, or what the pay structure might look like. Company spokesman Zachary Kizer said in an email to The Verge that the subscriptions were a “concept that’s been in testing,” and that it was “always thinking about new ways to bring value to our community and enrich the TikTok experience,” (whatever that means).
If adopted, it would be the latest move by TikTok to help its creators monetize their content; it introduced its Creator Next hub with monetization tools, and rolled out its tipping feature to eligible creators in December, after testing it with a smaller group.
How TikTok will add direct-to-creator payments to its highly successful business model is bit of a head-scratcher. The app’s major advantage over competitors is its uncanny algorithm that surfaces content to users’ For You pages. It’s a way for creators to reach users and ideally turn them into subscribers. But if creators are holding their best content for subscribers, that content is probably not available to fuel the algorithm, which in turn could reduce engagement, since in theory, it’s not being surfaced to non-subscribers.
TikTok is working on avatars, live audio streams, new creator tools and more
TikTok is building a number of new features, including Bitmoji-like avatars, keyword filtering for the For You Page, group chats, audio-only livestreams, screen sharing on livestreams and Twitch-like subscription features, which would allow creators to make subscriber-only emotes and subscriber-only comment sections. These potential features-in-progress were spotted by social media analyst Matt Navarra.
“We’re always thinking about new ways to bring value to our community and enrich the TikTok experience,” a TikTok spokesperson told TechCrunch. The spokesperson confirmed that these features are indeed being considered, but emphasized that when TikTok tries out new ideas, the goal is to get feedback from users — the resulting feature (if it gets rolled out) could look vastly different from what we see in leaks.
Some of these leaked features have already been publicly tested in some form, like paid creator subscriptions. But subscriber-only emotes and comment sections — which borrow directly from Twitch — could make sense in context of yet another recent TikTok test: a desktop streaming software called TikTok Live Studio. The keyword filtering feature — which is similar to Twitter’s muted words feature — has already been mentioned as part of TikTok’s ongoing effort to clean up its For You Page.
YouTubers call out TikTok's monetization fund for underpaying creators
Some of the biggest names in the creator economy have a message for TikTok: It's time to share the wealth.
The app's skyrocketing popularity has boosted many social media personalities in recent years, attracting millions of fans and sometimes billions of views. But some of those creators now say the way TikTok compensates them — through The Creator Fund, a pool of money distributed based on a creator's share of the platform's overall views — is out of date.
"Literally, when TikTok becomes more successful, TikTokers become less successful,” said Hank Green in a YouTube video posted on Thursday. His video has been viewed nearly half a million times as of Tuesday.
Green, who was an early YouTube star and is an authority on the culture of the internet, has a following of 6.3 million followers on TikTok. He said rather than working in its creators' best interests, TikTok's current monetization tool works in favor of TikTok's bottom line.
Green said he's tracked his own revenue on TikTok and said over the last year, he's seen the amount he makes per view decline. He said per 1,000 views, he's currently making about 2.5 cents.
New NIL Summit Will Help College Athletes Optimize Opportunities
NIL now has a summit.
For the first time in college sports history, athletes this year began earning compensation from their name, image and likeness. This June, college sports will feature its first NIL summit, geared to educate and award athletes in this new era.
The NIL Summit, hosted by Student Athlete NIL (SANIL) and sponsored by NIL platform INFLCR, is scheduled for June 13–15 at the College Football Hall of Fame in Atlanta and will offer a platform for athletes to learn about maximizing their NIL opportunities and network with those within the industry. From NIL workshops to panel discussions, athletes, major brand representatives and even school administrators will converge on Atlanta in an effort to explore an issue that has burst onto the college sports landscape.
“The long-term goal is to have thousands of athletes come to Atlanta every year for this,” says Jason Belzer, one of the founders of SANIL, an agency dedicated to assisting athletes, brands and schools in navigating NIL. “We want this to be their event and have them help shape the future of college athletes.”
Belzer expects more than 400 athletes to attend the event, which will kick off with an awards ceremony on opening night. NIL Awards Night will honor those athletes and schools who have achieved the most in the first year of NIL’s existence, such as the best male and best female athlete of the year, best social media campaign and the school with the best institutional NIL program. Players are expected to vote on the 14 awards.
Good Glamm buys majority stake in beauty, personal care brand Organic Harvest
"Organic Harvest has predominantly been an offline first brand. Now, as part of the Good Glamm Group, Organic Harvest will be able to leverage the group's large digital audience," Good Glamm Group Group Founder and CEO Darpan Sanghvi said.
He added that Organic Harvest will have access to data-driven insights from the group's content platforms into what consumers are looking for along with a strategic approach towards influencer marketing with Good Creator Co's full stack of influencer marketing services and solutions to create meaningful campaigns with measurable ROI.
Sanghvi also said these campaigns will be integrated into Organic Harvest's product development engine to accelerate the creation, launch and marketing of products across the skin and personal care.
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Registration Required
Great Paywalled Content
Read an Influencer-Marketing Brief Example Used for TikTok, Instagram - Business Insider
"The goal was pretty simple actually,"" said Allan Gungormez, Mocean's EVP of social strategy. "It was the first time that Bed Bath & Beyond was ever taking one of their own brands and launching it with its own unique properties. The feedback was, what's the best way that we can get this out in the world and reach an audience that traditionally only knows us through their moms?"
For one particular Wild Sage campaign last December, intended to last at least 60 days, Mocean selected three micro influencers who would create content on Instagram and TikTok.
"We were focusing on Instagram and TikTok influencers who are of our key demo: young college women or young women right out of college where they're in their first apartments for the first time decorating their own spaces,"" said Jill Whalen, Mocean's social director. ""It evolved from this notion of like, 'I go to Bed Bath & Beyond and shop with my mom, but now for college, I'm doing it for my own personal space.'""
Jellysmack looks to turn non-digital natives into a new generation of internet stars - Digiday
Jellysmack, a digital media company and content studio, has proved it knows how to distribute video across the social web. It’s hoping knowledge can mint another generation of hit video creators, using people who got famous for doing something besides posting content.
On Jan. 20, Jellysmack will announce that the UFC heavyweight champion Francis Ngannou has joined Marquee, its recently announced partnerships program where Jellysmack partners with celebrities to co-create social video content. Jellysmack consults and collaborates with partners on the content produced while bearing the costs of producing, editing and distributing the content across a variety of social platforms, ranging from TikTok to YouTube to Snapchat; celeb and studios split the resulting advertising revenue.
The Marquee program is designed to embrace multiple market opportunities at once, using expertise and insights Jellysmack has built up about the vagaries of social video. If successful, Marquee could further extend Jellysmack’s already-large social video footprint, lengthen the list of influential talent it works with directly, and create more opportunities to forge direct relationships with advertisers.
Marquee is also part of an emerging story of publishers and content companies trying to find new ways of connecting to individual creators and personalities, who have become ascendant as social platforms have started maturing as native video content destinations's radar include those in the fintech, Web3 and DeFi, creator economy, and e-commerce spaces.
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