Influence Weekly #226 - 10-minute TikToks: Social media managers react

Influence Weekly #226
April 1st, 2022
Executive Summary
  • Facebook paid Republican strategy firm to malign TikTok 
  • 10-minute TikToks: Social media managers react
  • The Gen Z Moms Of Tik Tok
  • Adidas is launching an NIL program for NCAA Division 1 athletes
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Great Reads

Kayla Cullity - Becoming An Influencer And Social Media Manager
When Kayla Cullity had 20,000 to 30,000 followers on TikTok, Kayla began working with The Vacationeer, a Disney vacation planner agency that helps people plan their perfect Disney vacation for free.

“So my full time job is, Yes, I guess you could say it would be influencer, but content creator for the company [The Vacationeer] is my sort of like where my bread and butter is… I did get hired with.. I want to say like 20 or 30,000 followers on my TikTok. That was part of the reason why the owner of the company wanted an interview with me because he was like, oh, part of being a travel agent is marketing, and you know, having some sort of social media following is a good place to start because I had no travel agent experience prior to this.” 

One year ago, she had her first huge viral video, which received 15.5 million views on TikTok. Once her audience grew, she broadened her content to travel and vacation content rather than specific Disney insider knowledge. 

This viral video resulted in over 3,500 emails about people wanting help planning Disney vacations in her inbox. Fortunately, Kayla had asked about this in her interview with The Vacationeer. 

“What happens if one of these videos blows up and all of a sudden I get like 3000 emails in one day. Like what if that happens? And he was like, “yeah… that’s not going to happen, but if it does, we’ll give you some help.” 

Four months after the interview, Kayla Cullity had her first viral video, resulting in over 3,500 emails from people needing help planning Disney vacations. For two weeks, Kayla and the Vacationeer staff scrambled to handle all the emails. To this day, Kaya will tease him about this incident. 

Trust In Influencer Marketing Report 2022
IZEA, an influencer marketing agency, has published its 2022 edition of the Trust in Influencer Marketing Report. This survey aims to learn more about how different demographics use social media on a regular basis. For example, whether certain individuals engage more with standard posts or video content. 

After completing their survey, IZEA managed to collect three main findings within their results. These takeaways help to both quantify and summarize their findings, giving a clear overview of how influencer marketing affects our lives in 2022. 

According to the report ‘78% of all respondents and 92% of all respondents ages 18-29 follow social media influencers.’

The report also discovered that ‘36% of all respondents say influencer posts are the No. 1 way to get them to try a new product.’

Finally, IZEA found that ‘Respondents aged 60 and older are 6.7 times more likely to say Facebook is the best platform for influencer marketing than those ages 18-29.’ 

You can view our full analysis of the report here
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Campaign Insights

Head & Shoulders taps influencers for anti-bullying campaign
Marcus Lundin is the film director at Valtech Radon, which is working with Head & Shoulders on the message. He said: “Since this initiative is more than just a campaign, we wanted to affect people and leave them with an emotional mark.

“By providing access to the innermost thoughts of young people with dandruff, ‘Free the Shoulders’ points out how ridiculous bullying is in general and how the smallest things can make a big impact.”

The campaign is based on research that demonstrates that one in three young people in the UK are likely to suffer from bullying at some point and that those who experience dandruff are twice as likely to be the recipient of bullying.

To illustrate that, the film demonstrates the tangible impact bullying can have on young people’s mental wellbeing. It shows a number of schoolchildren and students who are suffering from bullying attempting to deal with it in different ways.

The campaign is being activated across Europe and will additionally feature collaborations with influencers like Perri Kiely on TikTok and other social platforms.


Morphe Taps Influencer Meredith Duxbury for New Blush Collection
Morphe has tapped TikTok beauty influencer Meredith Duxbury for its latest launch.

The beauty brand is working with Duxbury for the launch of its Making You Blush collection, which offers an extensive range of products to create a rosy eye and cheek look. The collection includes an 18-pan eye shadow palette of blush tones in mattes and shimmers, a nine-pan eye shadow palette, cream blush in five rosy hues, powder blush in five pink and mauve hues and an eight-piece brush set.

“Meredith Duxbury was the natural choice for us to tap to be the face of the Making You Blush Collection,” said Alison Nadel, director of social media and brand marketing at Morphe. “She is known by over 14 million people on TikTok as the queen of complexion and as a top beauty trend driver, she has been an amazing partner in determining how this collection comes to life. She’s fearless in her artistry and we’re so excited to have her join the Morphe fam.”


The Academy is using this TikTok star to create buzz around the Oscars
The Oscars are embracing TikTok stars to help create buzz around Hollywood's biggest night and boost the show's ratings among younger viewers. They've partnered this year with 24 TikTok stars, including Feldman, Emily Uribe and Juju Green, for behind-the-scenes peeks and interviews with celebrities, says Meryl Johnson, the Academy's vice president of digital marketing.

"There is a relevant authenticity to content created on TikTok," Johnson says. "Social media has transformed how fans consume content, and TikTok is the next evolution of that."

Until recently Feldman had no idea his TikTok account, which focuses on the film industry and has over 23 million likes, had drawn the attention of Hollywood's heavy hitters.

As a production assistant, he posts videos from TV and movie sets under the TikTok handle @guywithamoviecamera to more than 619,000 followers. One of his most popular posts shows him preparing a table read on the set of "The Marvelous Mrs. Maisel."

"There's nothing I enjoy more than talking about movies. I just love storytelling," Feldman says.


St. Tropez hosts TikTok beauty festival
Premium Tanning Brand St. Tropez, in partnership with creative agency Cult, have hosted the world's first TikTok beauty festival, #GLOWFEST. Over the course of four days, viewers were able to tune in live on TikTok for exclusive tanning and skincare masterclasses to celebrate the launch of St.Tropez’s latest releases, Tan Tonic Glow Drops and Luxe Whipped Creme mousse.

The online Festival provided real-time and on-demand tips and tricks, tutorials, live Q&A’s and expert advice. The line-up included; St.Tropez’ Global Brand Ambassador Ashley Graham, skincare guru Hyram, and MUA Glamzilla. Anyone who wants to catch the highlights of the events can do so at #GLOWFEST on TikTok.

“We’re thrilled to be kick starting our season with the launch of GLOWFEST; a concept that has allowed the TikTok community to discover our products through the creators they know and love with on-demand, real-time advice they crave,” said Tessa Taylor, Acting Global Head of Brand at St. Tropez. “It’s been a great way to demonstrate the versatility of our products whilst giving customers the simple tools they need to glow with confidence in their own homes.


Adidas is launching an NIL program for NCAA Division 1 athletes
Adidas announced Wednesday that it would be launching a name, image, and likeness (NIL) network this year for all NCAA student athletes enrolled in an Adidas-partnered Division 1 university. The program will apply to more than 50,000 athletes across 32 sports and 109 institutions, starting with Power 5 conference partners and HBCUs this fall. By April 2023, the program will expand to include the rest of Adidas’ sponsored schools.

Exact payment information has yet to be disclosed, but those who choose to participate will be able to earn a commission based on sales driven to the Adidas site and app. They’ll also have the opportunity to earn payment for every social media post sponsored by the brand, much like an Instagram influencer.
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Interesting People

YouTubers From Ur Mom's House Want NYC To Be The New Creators Hub
Though their video titles — particularly around Alexander and Wakasa’s romance — read along the lines of Wattpad fanfiction (“I Went in for the Kiss…,” “So… There’s This Boy”), Wakasa balked at the idea that their videos could be posited as fictionalized stories. “This is our real life,” he said. “We’re filming what’s happening; we don’t necessarily have a story in mind.” The authenticity behind their friendship, they believe, is part of what also makes their house stand out.

It’s all part of figuring out their online identity after college, especially as they navigate the ever-shifting landscape of lifestyle vlogging. Their New York City content is a big change from the videos they made in college, but the evolution of the creator economy means that YouTubers now increasingly see their channels as a career in itself rather than as a mere step toward a career in the entertainment industry.

Choy said he believes creators now have the same opportunities as traditional celebrities, whereas YouTubers before them did not.

“Generationally, I didn’t see a lot of [creators] who stayed on the platform when I was first starting out,” Allen said.

“The OGs of YouTube, like Ryan Higa or KevJumba, I don’t think they were like, I want to be an influencer,” Choy said. “It wasn’t as established; traditional media still had so much more pull. But nowadays, people want to become TikTokers or YouTubers, so they go onto the platforms with the intention of staying there. Now there’s a standard of success that you can see because people before have shown what is possible.”

Alexander agreed. “I don’t think I thought of it in terms of a job until I was older, but I remember always thinking it would be the coolest thing to be,” she said.

For now, the members of Ur Mom’s House are just feeling it out — in a new location, a new backdrop to film against, a new city to take in. Like many of their predecessors — the notorious TikTok Hype House, Sway House, the ever-scandalous, now-defunct Vlog Squad — it’s hard to distinguish what makes them different from another group of rowdy young creators moving in together and competing as a group for your attention.


The Gen Z Moms Of Tik Tok
Maia looks tired, but at 26 there’s a freshness to her face that is indelible. With her sweatshirts and messy topknots, she looks like a member of a college women’s soccer team as much as a single mom. She talks to the camera as if to a best friend, narrating the day without an ounce of hyperbole. “They’re just sitting in the living room, and I cannot believe they didn’t follow me in here,” she says, counting out the scoops as she goes. “Shoot, I don’t know how many scoops that was,” she says, pausing.

Soon, her followers will chime in, “It was 3 scoops!” “We got u girl.”

For someone who’s spent the last decade as a mom on Instagram, it’s moving — and a little unsettling — to watch Maia stumble through her daily routines with her babies while being cheered on by her followers. Until recently, Instagram was the forge of mom-representation, shaping our image of 21st century motherhood as relentlessly aspirational with a dark undercurrent of barely repressed wine-abetted rage. But the Instamoms never quite succeeded in representing what early motherhood was really like — the bleariness, the repetition. It’s a feeling that is not easy to capture in a still photo, and one that Maia’s TikTok feed makes riveting. All over TikTok, young women are depicting motherhood in ways that are at once more honest and less depressing than Instamom life, and that leave room for experiences outside of motherhood.


Be Kind Rewind: Meet the YouTuber Chronicling Hollywood Film History
A New York-based digital content creator, she started the channel in 2018 as a casual side project she could point to and impress potential employers. In that first year alone, she published 19 videos, most centered around historic Best Actress wins, expounding upon why they were significant—not only in the actress’ career, but to the shifting sociocultural landscape. Did Barbra Streisand win only because then-Academy president Gregory Peck wanted to freshen up the voting pool by admitting younger members in the late ’60s? Was Jane Fonda’s second Oscar a return to mainstream acceptance following her Vietnam War protests? What do those wins say about how we treat women, what we put them through, and how we “reward” them?

The channel has since deviated from the strict Best Actress formula, looking at trends like #OscarsSoWhite and comparing versions of Hollywood staples like A Star Is Born, but always revolves around women. They’re sort of less time-consuming versions of “You Must Remember This,” Karina Longworth’s epic film podcast, another look at forgotten silver screen histories which Izzy cites as a major inspiration. But by sourcing from newspaper clips, television interviews, memoirs, and anywhere else film history exists, Izzy creates stunningly investigative looks at the women who have come to define cinema.

In this article she talks about our perception of stars, the role pop culture plays in history, and offers some thoughts on our current Hollywood landscape.
Industry News

10-minute TikToks: Social media managers react
Overall, the managers we spoke with think the extended length is a good move for TikTok from a business standpoint. According to Held, longer videos position TikTok as more of a direct YouTube competitor. (YouTube rolled out Shorts, its TikTok competitor, in 2020.)

“We’ve seen TikTok become a real leader in video content, especially after Instagram and Facebook created Reels,” she continued. Held said she’s interested in seeing Instagram’s reaction this time around.

“Overall, I think 10-minute TikToks are a good move for the long-term success of the platform,” Parvez shared, telling us the format option is “definitely a huge indicator that TikTok is trying to overtake YouTube” and become a “one-stop shop for all video content.”

But they’re curious to see how long videos affect content on the platform as a whole. “I’m interested to see how the dynamic of content creation changes on TikTok,” Held said, suggesting that the next era of TikTok could include more documentary, vlog-style, or long-form, storytelling.

“Right now, the first couple seconds of TikToks are crucial to captivating the viewer, so as a SMM, I’m interested in how watch time analytics will play out,” Held added.


Pinterest to invest an additional $1.2 million in its Creator Fund for underrepresented groups
As competition heats up for creator talent, Pinterest today announced it was more than doubling its initial investment in its Creator Fund with an additional $1.2 million in a combination of cash grants, ad credits and other creator resources for underrepresented groups. The company last year announced the debut of its $500,000 Creator Fund alongside new content policies and other creator tools. However, even with the fund’s increase and Pinterest’s other creator commitments, Pinterest’s investment remains smaller than the massive efforts from other social giants, including Meta, YouTube, TikTok and Snap.

After announcing its Creator Fund in April 2021, Pinterest last fall said it would invest another $20 million toward Creator Rewards in the U.S., which would pay creators directly for participating in “challenges.” That effort is not considered a part of the Pinterest Creator Fund, however. The company says the fund focuses specifically on supporting creators from underrepresented groups by offering both financial and educational resources. (Pinterest would not disclose how much of the new $1.2 million is going toward cash grants when we asked.)

With the Creator Fund’s expansion, Pinterest will invest in creators across quarterly cycles that are now five weeks long and focus on different content areas, including Fashion/Beauty, Wellness, Lifestyle/Home and Food. The first of the four cycles in 2022 will be focused on fashion and beauty, and will see Pinterest working for the first time with a brand partner, L’Oréal USA. The beauty giant will provide creator fund participants with its beauty industry insights and support of experts in the field, in addition to the training Pinterest provides.


Male NCAA athletes receive higher payout on social than women, despite fewer deals
In the lead-up to the NCAA tournament, male college basketball players tended to have more followers and a higher payout per sponsored post on Instagram than female athletes, according to a report from influencer analytics firm HypeAuditor.

Women, however, had nearly double the number of brand deals and two and a half times higher engagement rates.

The data comes during the first NCAA Championship following a Supreme Court ruling that allows college athletes to directly profit from their names, images or likenesses (NIL).

HypeAuditor analyzed the top 10 athletes from each gender and found that men had an average of 463,000 followers, while women had an average of 282,000. The average payout per sponsored post for men was $1,111, compared to $804 for women.

Alexander Frolov, CEO of HypeAuditor, attributes the disparities to “gender inequity that has plagued the NCAA for years.” He pointed to the fact that 2022 is the first year that the women’s tournament is allowed to use ‘March Madness’ branding and it does not have its own broadcasting deal. 

“Historically, the female NCAA tournament has not been marketed equally to the men’s, and we suspect that this has likely impacted the popularity of each female athlete on social media,” Frolov stated.

Meanwhile, the average engagement rate per post for female athletes was 22.4%; for men it was 8.5%. Women also had an average of 5.3 brand collaborations; for men, the average number was 2.8. 

“Research has shown that in general, women are more active on Instagram and tend to engage more frequently on other users’ posts than males. This is why we expect that the female athletes analyzed have an engagement rate that is 2.6 [times] higher than their male counterparts,” Frolov stated.
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Why Brands Are Paying a Big Premium for Sponsored TikTok Live Videos - Business Insider
Companies are investing in sponsored TikTok Live videos now more than ever.

In fact, some big-name brands are paying up to three times more for top-billed TikTok influencers to sell their products in a live video over a static post, according to industry insiders.

Reps at two influencer-marketing  agencies told Insider that over the last year, demand for TikTok Live campaigns has increased, with more money from consumer packaged good brands investing in them. The digital-marketing agency Viral Nation said it facilitated one deal worth more than half a million dollars for a single sponsored stream, although it declined to disclose the client and talent.

The influencer-marketing company NeoReach told Insider that brands are now prioritizing a live, engaged audience, and are willing to pay many times more for a live video over an evergreen one. 

"For example, a company like Shein will sponsor a TikTok Live and it will be of a haul of all Shein clothes," a spokesperson for NeoReach said.

"A lot of brands think about integration of their content toward commerce — it's live-selling, it's the world of 'as seen on TV'," said Joe Gagliese, the CEO of Viral Nation.

He also likened it to walking through a mall and being sold a product by a real person, and then getting immediate feedback from the consumer.

"It's fan engagement that you can't get anywhere than in store at a mall, like a Sephora," Gagliese added. "When you walk through a mall and someone is like, 'let me show you,' you're now using the influencer to demonstrate to the customer what it's like.""


TikTok Fashion Influencer Maddie White on Her Viral Fashion Videos – WWD
“I started posting on TikTok during the pandemic because my work just completely dried up in an instant as it did everyone’s,” said the 26-year-old. “I was like, what can I do with my time since I found myself with a lot of free time. Basically the one thing I knew a lot about and something that was different was I knew how to make and flip clothes. I know how to style, so I was like, let me see if I can do this.”

The English-born, Los Angeles native started on TikTok posting elaborate sewing videos where she would create lavish gowns from scratch. One of her earliest videos that helped catapult her popularity was a May 2021 one where she recreated a 1990s-era gold chain Chanel dress and modeled the final look. The video currently has more than 7.3 million views and 1.7 million likes.

While White’s sewing videos became popular among her followers and TikTok users, she explained she pivoted her social media strategy to focus on daily getting-ready videos and simple fashion tutorials because she saw this content equally resonated with her followers and wasn’t as taxing on her as making an entire gown.

“I was posting a lot of very labor-intensive and creatively intensive videos, creating gowns that I wasn’t even going to wear” she explained. “I found myself really struggling for ideas and content and I was like, ‘why do I feel like I have to reinvent the wheel every video? Why don’t I just show what I’m going to wear every day?’ Because I feel like my getting dressed process is a little bit different from most people’s where I love to wear things the way they weren’t intended.”


Facebook paid Republican strategy firm to malign TikTok - The Washington Post
Facebook parent company Meta is paying one of the biggest Republican consulting firms in the country to orchestrate a nationwide campaign seeking to turn the public against TikTok.

The campaign includes placing op-eds and letters to the editor in major regional news outlets, promoting dubious stories about alleged TikTok trends that actually originated on Facebook, and pushing to draw political reporters and local politicians into helping take down its biggest competitor. These bare-knuckle tactics, long commonplace in the world of politics, have become increasingly noticeable within a tech industry where companies vie for cultural relevance and come at a time when Facebook is under pressure to win back young users.

Employees with the firm, Targeted Victory, worked to undermine TikTok through a nationwide media and lobbying campaign portraying the fast-growing app, owned by the Beijing-based company ByteDance, as a danger to American children and society, according to internal emails shared with The Washington Post.
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