- Influence Weekly
- Posts
- Influence Weekly #345 - How 26 Gen Z Influencers Are Giving NATO A Makeover
Influence Weekly #345 - How 26 Gen Z Influencers Are Giving NATO A Makeover
MrBeast's Election Remark Takes Internet by Storm
Nii Ahene
July 12, 2024
Spotlight Stories
How 26 Gen Z Influencers Are Giving NATO A Makeover
MrBeast's Election Remark Takes Internet by Storm
How Influencers and Algorithms Are Creating Bespoke Realities for Everyone
FTC bans anonymous messaging app NGL from allowing users under 18
Great Reads
Ruben Hassid, founder of EasyGen, is betting on the untapped potential of LinkedIn by creating an AI-powered tool to simplify content creation for the platform's 130 million daily active users. EasyGen aims to be an affordable ghostwriting service, allowing professionals to generate high-quality LinkedIn posts for $2 a day. Hassid, who has organically reached 120 million people on LinkedIn over the past two years, sees an opportunity in the disparity between LinkedIn's large user base and its relatively small number of active creators (around 150,000).
EasyGen leverages advanced AI techniques like ""agent workflow"" to produce LinkedIn content with an estimated 80% accuracy. Hassid's vision is to empower more people to share their knowledge and establish a content presence on LinkedIn, growing the platform's creator base from 150,000 to 1 million. As the creator economy expands, Hassid believes tools like EasyGen will play a crucial role in democratizing content creation on the world's largest professional network.
The AI-powered video creation startup Captions announced a $60 million Series C funding round, valuing the company at $500 million. With over 10 million global users generating 3.5 million videos monthly, Captions leverages AI to simplify video creation and editing. The platform allows users to generate videos featuring AI avatars speaking from typed text or AI-generated scripts, and offers language translation capabilities.
Captions combines proprietary AI models with third-party technologies like OpenAI's language models and voice-cloning software. The new funding will be allocated to research, development, and computing power to enhance Captions' AI models, as the company aims to make professional-quality video production accessible to a broader audience.
Kids brands are increasingly targeting millennial and Gen Z parents through influencer marketing, brand collaborations, and social media content. As these digitally-savvy generations gain more buying power in the children's market, brands like Coterie, PatPat, and Little Spoon recognize the need to stand out amidst fierce competition. They are partnering with celebrities, creating mommy-and-me product lines, and leveraging social media influencers to appeal to young parents who prioritize brand values like sustainability and clean ingredients.
With research showing millennial parents conduct extensive product research, these brands aim to build trust and authority through targeted marketing strategies that resonate with this hyper-aware consumer segment. In a crowded digital landscape, creative non-intrusive tactics are key to capturing the attention of busy, fashion-conscious parents looking for trendy yet affordable options.
Sponsored
Standing out in a crowded space can be challenging even when your product is just better, you need people to know that.
Ceremonia engaged micro influencers to create hype around their trending product line and capture share-worthy content at scale that is all fully-licensed.
By partnering with minisocial, Ceremonia harnessed the power of over 100 micro influencers and captivated their audience. The result? A library of fully-licensed assets featuring Ceremonia’s latest product in the wild.
But minisocial's impact went even further! Their two-pronged solution also amplified the brand with an Earned Media Value (EMV) of $12,433.
Now it’s your turn, launch the next viral product with a group of super fans. Elevate your brand, engage your audience, and revolutionize your marketing strategy with high-quality micro influencers thanks to minisocial
Campaign Insights
The luggage brand Away has launched a new soft-shell suitcase line called ""Softside."" Their marketing campaign features influencers and celebrities like Alan Ruck, Megan Stalter, and skateboarder Tyshawn Jones in a video highlighting their personalities alongside the new luggage.
The strategy aims to emphasize relatability and storytelling through the influencers' travel tips and recommendations, mirroring Away's 2015 approach utilizing travel influencers due to a product delay. The brand is focusing on lifestyle rather than product features to capture a larger share of the soft luggage market.
HSN, a livestream shopping and video storytelling company, has launched HSNfluencer, a new creator platform powered by impact.com's partnership management technology. The platform streamlines HSN's relationships with creators and influencers, offering tools for recruitment, engagement, management, and analysis. Key features include curated product collections for creators, affiliate link generation, resources and tools for gaining consumer momentum, integration of HSN personalities as creators, and no-cap commissions for expanding HSN's customer base.
The platform allows creators to participate in campaigns, create authentic content, and reach new audiences, while providing HSN with performance metrics and insights. The move taps into consumer trends of trusting personal recommendations and making purchases based on influencer endorsements.
Williams Sonoma has launched its annual Tools for Change fundraising campaign, benefiting No Kid Hungry. The 2024 effort features limited-edition spatulas designed by celebrities and influencers like Faith Hill, Jack Black, and Cameron Diaz. The company pledges to donate proceeds from spatula and select food item sales to combat childhood hunger in America.
This marks a decade-long partnership that has raised over $16 million for the cause. Participants highlight the importance of ensuring kids have access to proper nutrition for health and learning. The celebrity-designed products are available online and in Williams Sonoma stores while supplies last.
NATO has invited 26 Gen Z influencers from various countries to attend its summit in Washington, D.C. to connect with younger generations. The influencers, with a combined audience of around 40 million across social platforms, attended sessions, engaged with experts, and had opportunities to share content about NATO's mission.
This reflects NATO's efforts to bolster public support, particularly among youth, and combat misinformation through authentic influencer voices. The organization covers travel expenses but does not pay fees or control the content creators produce.
Estée Lauder's New Incubation Ventures (NIV) launched The Catalysts, a global initiative supported by TikTok, to discover and nurture emerging beauty creators. The program offers $250,000 in funding, TikTok ad credits, marketing support, and industry mentorship to two winners. Applicants over 21 must submit TikTok videos pitching their vision for beauty using #JointheCatalysts.
A jury of experts, including Shana Randhava from NIV and Vanessa Craft from TikTok, will select the winners announced in October 2024 in Paris. The initiative aims to support aspiring beauty brand founders by providing resources, guidance, and a platform to showcase their innovative ideas and connect with TikTok's massive beauty community.
Tourism Malaysia organized a four-day program showcasing Melaka's diverse attractions for nine media influencers to boost domestic tourism as part of the Year of Visiting Melaka 2024 initiative. The itinerary included visits to turtle conservation centers, eco-cruises, unique accommodations, cultural workshops, and recently gazetted islands.
The aim was to leverage the influencers' platforms to promote Melaka's historical, ecological, and cultural offerings, potentially attracting more visitors to explore the state's hidden gems. By engaging influencers, Tourism Malaysia hopes to effectively highlight Melaka's appeal as a superior domestic tourism destination.
Social media influencers who previously supported President Biden say they are losing thousands of followers due to backlash over his policies and attacks on Donald Trump. Many younger influencers, like 24-year-old Jae Gurley with 1.7 million TikTok followers, feel Biden's campaign is too negative and want him to focus on promoting his own agenda rather than criticizing Trump. Gurley said ""people my age do not want to vote for you"" after a tense meeting with Biden's granddaughter where influencers criticized his stance on issues like Israel.
Others like Olivia Ponton and Chloe Lukasiak have faced intense online backlash for pro-Biden posts, with Lukasiak deleting a photo with Biden's granddaughter. Despite the outcry, some still plan to vote for Biden but acknowledge it will ""draw some hate."" The anti-Biden sentiment from this key young demographic is a major hurdle as his campaign reels from debate struggles and concerns over his cognitive fitness. While food influencer Jeremy Jacobowitz dismissed the follower losses, the cooling influencer support underscores Biden's challenges in exciting the youth vote critical for his re-election bid.
Elsa's journey highlights the demanding nature of content creation, featuring multi-platform production across Instagram, TikTok, and YouTube. Despite early struggles with language barriers and parental disapproval, Elsa persevered, gaining a million TikTok followers in just one month through her iPhone case customization content. Her recent participation as a featured creator at VidCon 2024 marked a significant milestone.
Elsa candidly discusses the personal sacrifices, including estrangement from her family, and the constant pressure to stay relevant across multiple platforms. However, she remains dedicated to her craft, investing in professional equipment and spaces for content production. Looking ahead, Elsa aims to explore new creative avenues like music while expanding her YouTube presence. Her story offers a compelling perspective on the realities of the creator economy.
Interesting People Brought To You By Sintilllate Talent
YouTube star MrBeast, known for viral stunts and massive giveaways, sparked online buzz by saying he'll run for U.S. president if the age requirement is lowered from 35. The 26-year-old's remark on X, formerly Twitter, garnered over 30 million views and 568,000 likes. While some supported the idea of his candidacy, others questioned his qualifications.
MrBeast, whose real name is Jimmy Donaldson, has amassed 299 million YouTube subscribers and earns around $54 million annually from his videos. His most expensive production recreated Netflix's Squid Game at a cost of $3.5 million. Despite criticism over a recent home giveaway video, MrBeast expressed his intention to continue helping people through his content's success.
Influencer Kristi Howard is making a name for herself by authentically sharing her daily life online, achieving success through genuine content. From Nashville, she has cultivated a substantial following across TikTok, Instagram, and YouTube by giving unfiltered glimpses into her experiences and thoughts. Her TikTok success propelled her transition to full-time content creation. Kristi prioritizes authenticity over curated perfection, resonating with viewers and attracting brand partnerships. However, she notes tensions between creator authenticity and brand expectations for sponsored content.
As a mental health advocate, Kristi aims to normalize open discussions. While engaging audiences across platforms, she acknowledges TikTok's ability to drive discoverability. Kristi encourages persistence for aspiring creators and finds joy in the meaningful connections formed through her content. Looking ahead, she remains committed to keeping it real with her audience.
Same, the popular swimwear brand founded by social media influencer Shea Marie, is expanding into resort-ready apparel. On Monday, the brand launched its first capsule collection featuring 7 knit dresses and skirt sets designed for an ""out-of-office wardrobe."" While a modest start, Marie plans steady growth, emphasizing quality over quantity.
The dresses and sets reflect Same's signature cutouts, two-tone accents and ruffle trims with a laid-back yet elevated vibe. Along with raising international brand awareness through influencer marketing in St. Tropez, Same aims to open its first retail store in Miami or New York by year's end. As a direct-to-consumer brand, Same can introduce new pieces organically without wholesale pressures. The clothing expansion complements Same's bathing suit origins while diversifying its product offering.
As a digital nomad, Laura has mastered the art of balancing full-time travel with a thriving business. Her agency specializes in optimizing Shopify-based e-commerce stores, providing comprehensive website optimization and ongoing monthly services to drive conversions. Laura emphasizes understanding human psychology over chasing trends, as fundamental principles of marketing remain constant.
Beyond her agency work, Laura's journey as a content creator showcases the diverse revenue streams available, including ad revenue, affiliate marketing, brand partnerships, and creating digital products. She advocates for creators to embrace authenticity and build genuine connections with their audiences, even as AI disrupts the industry.
Looking ahead, Laura envisions a future where more people embrace remote work and full-time travel, leveraging the flexibility of the creator economy. Her ultimate goal is to witness people living their dream lives with thriving businesses, striking a balance between wanderlust and professional fulfillment.
Former investment banker Nischa Shah quit her lucrative six-figure job to pursue a full-time career as a personal finance YouTuber, and it paid off. After working in banking for a decade, Shah became disillusioned with the lack of intellectual stimulation and fulfillment. She started a YouTube channel in late 2021, sharing accessible personal finance advice.
Within a year, her channel gained over a million subscribers, attracted by her straightforward approach and expertise. Despite forfeiting a six-figure bonus, Shah now earns over $1 million annually through her YouTube channel, courses, brand partnerships, and corporate talks. Her success underscores the potential of the creator economy for those willing to take calculated risks and leverage their skills and passions.
Industry News
Influencer marketing firm CreatorIQ has appointed Chris Harrington, a seasoned marketing software and analytics executive, as its new CEO. Harrington replaces interim CEO Jon Namnath and will drive CreatorIQ's next phase of growth. With his experience scaling companies like Omniture and Domo, Harrington aims to boost revenue and mature CreatorIQ's influencer business. The company blends talent management and technology, offering an influencer marketing platform with campaign management, metrics, and creator discovery powered by data and AI.
Key priorities include enhancing the platform's capabilities, investing in leadership, clarifying messaging around its Tribe Dynamics acquisition, and expanding partnerships. As data becomes the ""currency"" fueling AI, CreatorIQ is poised to leverage its data-driven approach to influencer marketing for brands like Sephora and Unilever. The appointment underscores the industry's growing focus on both creator relationships and technological solutions.
A new report reveals that YouTube ads are exceptionally effective in driving purchases among children aged 2-12 and parents. The study by Precise TV found that 81% of kids use YouTube, outpacing other platforms. Children spend 108 minutes daily on YouTube on average. Notably, kids are twice as likely to ask parents to buy products advertised on YouTube compared to TV. 31% of children view YouTube as having the best commercials.
The report highlights YouTube's significant influence on family purchasing decisions, with nearly 7 in 10 parents saying their child requested an advertised product after co-viewing content. Brands targeting this demographic should consider YouTube's substantial reach and impact when planning marketing campaigns.
Disinformation researcher Renée DiResta's new book, ""Invisible Rulers,"" explores how algorithms and online influencers are shaping divergent realities for different groups. People are becoming entrenched in niche political identities, exposed to vastly different content and narratives. Influencers with massive followings can spread misinformation and conspiracy theories that their audiences believe, driving real-world actions.
Algorithms amplify these voices, creating feedback loops that reinforce alternative realities. DiResta warns that people have an increasing inability to correct these deep-rooted beliefs with facts, leading to a breakdown of shared truth and societal division. Her concerns over the politicization of research were underscored by her recent departure from Stanford amid unfounded allegations of anti-conservative bias.
MOGL, a startup led by CEO Ayden Syal, is an AI-enabled platform that connects brands with athlete influencers, streamlining the process of influencer marketing campaigns in the Name, Image, and Likeness (NIL) space. With a mission to ""get paid, build your brand, and make a difference,"" MOGL is revolutionizing the way brands and athletes collaborate, democratizing access to influencers and leveraging data-driven insights for effective campaigns.
By automating tasks, ensuring compliance, and providing a comprehensive suite of resources, MOGL empowers athletes to monetize their influence while helping brands reach their target audiences. As influencer marketing continues to gain traction, MOGL's innovative approach positions it as a driving force in transforming this strategy from an experiment to a reliable marketing channel.
A new social media app called 'noplace' is gaining popularity among younger users with its text-based platform that combines elements of Twitter and Myspace. Launched out of invite-only mode on July 3, it quickly rose to the top of the App Store charts. Founder Tiffany Zhong developed noplace to foster more genuine social interaction, focusing on text updates without photos or videos.
The app has two feeds, utilizes AI for suggestions but not algorithmic editing, and prioritizes user safety through moderation. With over $19 million in funding from investors like 776 and Forerunner Ventures, noplace is currently free on iOS with plans for web access and future monetization.
Bambassadors, a global startup, has developed an innovative platform that streamlines the production of user-generated content (UGC) for brands. Their unique ""challenge"" model allows brands to review and select finished videos without upfront commitment, reducing financial risk. The company operates in over 30 countries and 22 languages, setting it apart from competitors focused on specific markets. Bambassadors' services include ""product seeding"" (gifted collaborations) and ""remix challenges"" (repurposing existing video content).
The platform streamlines the entire production process, minimizing communication points and benefiting all stakeholders. CEO Oded Farkash emphasizes Bambassadors' content-first approach, ethical considerations, and a focus on creating an efficient environment that balances the interests of brands and creators. The company aims to expand beyond UGC and explore AI integration to enhance video performance and production efficiency while maintaining its ethical standards.
GigaStar, a Chicago-based fintech startup, is redefining how YouTube creators access capital through an innovative crowdfunding platform. Co-founded by Hazem Dawani, an experienced entrepreneur, GigaStar allows creators to raise funds by sharing future revenue with investors while retaining full control over their channels and intellectual property.
The platform has already facilitated raising over $2.5 million for creators and distributed over $150,000 to investors. GigaStar's unique approach leverages blockchain technology to streamline funding and revenue distribution, providing a regulated and transparent solution for creators to access capital while maintaining creative freedom. As the creator economy evolves, GigaStar is paving the way for new financing models that empower content creators as entrepreneurs, fostering growth and innovation in the digital content landscape.
The Federal Trade Commission has banned the anonymous messaging app NGL from allowing users under 18, marking the first time a U.S. regulator has ordered a digital platform to stop serving minors. NGL settled allegations of unfairly marketing to kids, falsely claiming its AI moderation prevented cyberbullying, and deceptive marketing of its premium subscription. As part of the $5 million settlement,
NGL must implement age restrictions and provide $4.5 million in consumer redress. The FTC accused NGL of exposing kids to harassment, violating children's privacy laws, and using misleading ""bait-and-switch"" tactics around revealing anonymous message senders' identities via its paid tier. The regulator aims to hold platforms accountable for practices harming young users.
Registration Required
Creators are facing increased hate and vitriol in comments sections across social media platforms. Many, like Kacie Rose who shares travel content, have developed strategies to cope, ignoring hateful remarks or even turning them into engagement opportunities.
While hurtful, creators recognize harsh comments as an unfortunate byproduct of reaching large audiences online. Some reframe negativity to promote their brands, as Rose did when criticized over a Taylor Swift video reaction, using it to promote her new book. As the creator economy expands, managing online toxicity has become an unavoidable challenge requiring resilience and tactical response from influencers.
Venture capital investment in U.S. creator economy startups has rebounded in the first half of 2024, matching the total funding for all of 2023. The second quarter alone saw $692.7 million raised, a 68% increase year-over-year. This surge is driven by investor confidence in AI-powered tools for creators.
Three major deals accounted for over half of Q2 funding: Create Music Group, Flip, and Suno, each raising over $100 million. AI-focused startups like Pika Labs and HeyGen also secured significant investments.
Despite this uptick, funding remains below the 2021 peak. Investors are more selective, focusing on fewer companies with higher potential. The sector has seen some consolidation, with acquisitions like BeReal by Voodoo and Geneva by Bumble.
After TikTok was banned in India, some influencers successfully transitioned to other platforms like Instagram Reels and YouTube Shorts, while others struggled to regain their momentum. The experience underscores the challenges creators face in building audiences across different platforms. While some adapted by posting more frequently and experimenting with new content styles, others found certain features like TikTok's global reach difficult to replicate.
As the U.S. considers banning TikTok over data privacy concerns, the lessons from India's ban offer a glimpse into how American influencers and businesses relying on the app may need to pivot their strategies.
Prominent investors Mary Meeker and Chamath Palihapitiya have recently expressed bullish sentiments on the creator economy in their latest reports.
Meeker highlights the growing financial opportunities for young creators, noting that U.S. influencer marketing topped $6 billion last year. She emphasizes the importance of universities adapting to this shift in media and money-making opportunities for young people.
Palihapitiya focuses on how social media influencers are disrupting traditional media. He points out that mega-influencers like MrBeast now have followings that exceed some social media platforms' user bases. He also notes the trend of top creators launching successful consumer goods brands.
These perspectives from well-known investors suggest a renewed interest in the creator economy, following a period of decline in startup funding. Their outlook indicates that more entrepreneurs and creators may seek to capitalize on this growing market, potentially leading to new opportunities and innovations in the space.