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- Influence Weekly #352 - Texas University Launches Degree In Digital Media Influence For Aspiring Creators
Influence Weekly #352 - Texas University Launches Degree In Digital Media Influence For Aspiring Creators
Rolling Stone’s 25 Most Influential Social Media Influencers and Creators of 2024
Nii Ahene
August 30, 2024
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Spotlight Stories
Kelce Brothers Strike $100M Deal With Amazon’s Wondery For ‘New Heights’ Podcast Expansion
Texas University Launches Degree In Digital Media Influence For Aspiring Creators
This AI Startup’s Memes Went Viral. Now It’s Raised $19M For Something Much Bigger
Rolling Stone’s 25 Most Influential Social Media Influencers and Creators of 2024
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Great Reads
Amazon’s Wondery announced a deal with NFL stars Jason and Travis Kelce for their popular podcast, “New Heights.”
The agreement, reportedly valued at $100 million, grants Wondery rights to monetize and distribute audio and video podcast episodes.
The deal coincides with the upcoming NFL season and includes early, ad-free access for Wondery+ subscribers.
“New Heights,” featuring the Kelce brothers’ insights from a combined 24 years in the NFL, will remain available on all podcast platforms. The show debuted two seasons ago and covered topics ranging from professional football to the brothers’ personal lives.
“We’re excited to grow the ‘New Heights’ brand with Jason, Travis, and Amazon through Wondery’s 360-degree approach, which will engage audiences across audio, video, live experiences, merchandise, and more,” Wondery CEO Jen Sargent said in a news release.
The University of Texas at San Antonio has launched a new bachelor's degree program in digital media influence, catering to the growing demand for skilled professionals in the influencer marketing industry. The program focuses on teaching students persuasion techniques, audience engagement strategies, and hands-on skills in content creation, brand partnerships, and social media analytics.
With the creator economy valued at around $250 billion and expected to reach $480 billion by 2027, the degree aims to prepare graduates for success in this rapidly growing field by providing a structured curriculum and practical experience. However, only 4% of global creators currently earn over $100,000 annually, highlighting the competitiveness of the industry.
Canadian startup Viggle AI, known for its viral AI-generated memes, has raised $19 million in Series A funding led by Andreessen Horowitz. The funds will be used to scale operations, accelerate product development, and expand the team. Viggle's technology allows users to create controllable AI characters for memes and visualizing ideas.
Its 3D video model claims to have a genuine understanding of physics, setting it apart from other AI video tools. While offering a free limited version, Viggle also has a $9.99 subscription and discusses licensing with studios. However, concerns exist around potential unauthorized use of YouTube videos for training data, sparking legal issues faced by other tech giants.
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Campaign Insights
The 2024 U.S. election is being dubbed the "influencer election" as political campaigns heavily rely on social media influencers to reach voters, especially younger audiences. At least 200 influencers with a combined reach of 169 million people attended the Democratic National Convention, while the Republicans credentialed 70 influencers. However, there is a lack of regulation surrounding influencers' roles in politics and elections.
The Federal Election Commission (FEC) has not issued any requirements for influencers being paid to weigh in on politics, despite calls from some commissioners to mandate disclosure of such payments.
Other countries like the UK, France, and the EU have taken steps to increase transparency for political influencer activities, but the U.S. lags behind. A recent poll shows 80% of U.S. voters support requiring disclosures when influencers promote candidates, highlighting the need for the FEC to address this issue.
Beauty brands in China are seeing major gains through strategic partnerships with celebrities and influencers. L'Oréal topped the charts, generating $14.7 million in media value, largely due to a collaboration with Douyin influencers Guangdong Couple.
This figure is the highest recorded since tracking began earlier this year. International brands like SK-II and Clinique are tapping local stars to boost their reach, while Chinese brands such as Proya and Aupres are leveraging celebrity partnerships to build consumer trust.
Key strategies include:
Utilizing popular social platforms like Douyin and Weibo
Timing campaigns around cultural events like Qixi Festival
Offering personalized products and limited editions
Emphasizing value-driven promotions and discounts
The beauty market in China remains highly competitive, with both global and local brands vying for consumer attention through star power and influencer marketing.
Klook, an Asian travel services platform, is expanding its social commerce initiatives targeting Gen Z and millennial travelers. The company's "Kreator" influencer program now has over 20,000 content creators across 16 global markets, aiming to create the world's largest social travel community centered on user-generated content.
Klook is investing in Kreator development through workshops and collaborations with merchant partners. It has partnered with TikTok to integrate booking capabilities within the app, allowing users in several Asian markets to discover and book attractions without leaving TikTok.
Klook is also expanding the Kreator program to YouTube and plans to host a large gathering of travel content creators in September 2024. This reflects the growing influence of social media, particularly among younger travelers, on travel planning and booking.
Sam Royle, co-founder and CEO of SoSquared, is transforming influencer marketing through data-driven matchmaking and innovative technology. SoSquared connects brands with relevant creators across industries, leveraging proprietary data points and behavior analytics. Royle aims to provide the underlying infrastructure for the creator economy, enabling efficient and secure transactions.
Key challenges include predicting ROI and ensuring brand safety when working with numerous creators. SoSquared is developing solutions like sophisticated "confidence scores" to address these issues.
The company envisions becoming an essential platform, similar to HubSpot for marketing automation, while empowering creators. Royle predicts social commerce will be the next frontier, driven by platforms like TikTok Shop.
Major brands like Verizon, Netflix, Zillow, and Lyft have rushed to collaborate with Jools Lebron, the creator behind the viral "very demure" TikTok trend. These partnerships involve sponsored content and curated collections, allowing brands to tap into Lebron's massive online following and leverage the trend's popularity.
Verizon worked with an influencer agency to coordinate a sponsored video with Lebron in just four days, while Netflix created a "Very Demure, Very Mindful" row curated by her. Smaller brands like Patrick Ta Beauty and GT's Living Foods have also partnered with Lebron through influencer events and gifted products.
The trend's virality has created a ripple effect, with users recreating content using Lebron's "demure" vocabulary, presenting an opportunity for brands to expand their reach and connect with younger audiences through an authentic influencer collaboration.
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Interesting People
In just seven months, Bailey Mitchell transformed from a dental assistant in a small North Carolina town to a full-time User-Generated Content (UGC) creator. Despite juggling a full-time job and studies initially, her relatable beauty and self-care content gained traction. By the fourth month, her UGC income matched her dental assistant salary, prompting her to pursue content creation full-time.
Mitchell's success stemmed from her strategic use of live streaming, consistent posting schedule, platform-specific strategies, and authentic brand partnerships. She now aims to attend networking events, explore modeling opportunities, and provide a digital guide on becoming a successful UGC creator, inspiring others with her remarkable journey.
The creator economy continues to rapidly expand, with influential personalities spanning various digital platforms like TikTok, YouTube, and Twitch. Rolling Stone's annual list highlights 25 of the most prominent creators in 2024, ranging from comedy stars and activists to gamers and reality TV icons.
The diverse group showcases the growing impact creators have on internet culture, driving trends, conversations, and even consumer behavior. With millions of devoted followers, these influential voices are shaping the future of entertainment and online discourse. From philanthropic stunts to raw personal stories, the creators' widely varied content reflects the evolving landscape of digital media consumption and audience engagement.
Popular TikTok creator Jools Lebron went viral with the catchphrase "very demure, very mindful" but failed to trademark it quickly enough. Another individual named Jefferson Bates reportedly filed for the trademark first. Lebron expressed disappointment in a now-deleted TikTok, saying she "dropped the ball" and wanted to use the phrase to provide for her family and transition.
However, a lawyer argues Lebron likely still has priority over Bates since she's been actively using the phrase commercially. The trademark application process is lengthy, so Lebron can continue using "very demure" and file her own trademarks while likely getting priority over Bates' filing since her commercial use preceded his application.
Industry News
Snapchat has finally launched native iPad support, 13 years after its initial iOS debut, providing users with a full-screen experience optimized for the larger canvas. The update allows for capturing Snaps, displaying more friends, and experimenting with AR experiences on a bigger screen. However, the app is currently limited to portrait mode only.
This move aligns Snapchat with competitors like TikTok, which released a tablet-optimized update last year. The larger screen could boost engagement with Snapchat's TikTok competitor Spotlight and facilitate better testing of AR Lenses, an area where Snap plans to increase investment in AI and machine learning capabilities.
Meta announced plans to shut down its Meta Spark platform for third-party augmented reality (AR) tools and content on January 14, 2025. This decision impacts AR effects built by brands, creators and raises concerns about Meta's competitive positioning against Snapchat and TikTok which offer robust AR creator tools and rewards programs.
Creators voice dismay, with some predicting a talent migration to other platforms that support AR development. The closure comes as Meta refocuses efforts on AI and its new AR glasses expected to launch in September, signaling a strategic shift away from its AR creator community.
Danish podcast subscription service Podimo announced the acquisition of Dutch podcast production company Tonny Media. The companies will continue operating independently while combining sales efforts. Tonny Media, known for popular Dutch shows, will maintain its leadership and focus on producing content featuring well-known personalities.
The merger aims to offer Dutch listeners a broader range of podcasts, mixing exclusive and open shows. It will also allow for attracting larger advertising partners, potentially increasing revenue opportunities for creators. Podimo, having achieved profitability in the Netherlands, sees the Dutch market as important for supporting creators through subscription and advertising models.
YouTube recently rolled out new Premium subscriber features like an AI-powered 'Jump Ahead' tool to identify key video moments and picture-in-picture for watching Shorts. The platform hit over 100 million Music and Premium paid subscribers worldwide.
YouTube also expanded its Shopify partnership for more merchant access to its affiliate shopping program. However, top creator MrBeast faced criticism for allegedly using deceptive sponsor tactics to retain viewers during ad segments.
Despite controversies, YouTube continues enhancing its offerings across viewing, shopping, and monetization to cater to both users and creators in the competitive streaming landscape.
The upcoming TwitchCon event in San Diego from September 20-22 will feature over 20 interactive experiences for attendees. Major brands like AT&T, Capcom, Chevron, and Samsung are presenting sponsors offering activations. The expo hall includes an Indie Game Zone, competitive gaming events like speedrunning, and fitness challenges benefiting charity.
New areas cater to ASMR creators, cosplayers/drag enthusiasts, and guild networking. The Twitch Rivals Arena will host competitive tournaments. Educational sessions cover topics like community growth and brand deals. Honda will give away a customized car. The Streamer Station powered by Streamlabs allows testing new streaming software and hardware.
Other highlights are community meetups, live podcasts, game shows, and skills tutorials. Twitch recently unveiled Creator Clubs connecting streamers over shared interests. With 35 million daily visitors and a core 18-35 age demographic, TwitchCon demonstrates Twitch's efforts to engage its vibrant creator community.
Meta's Threads app is exploring ad technology, including references to sponsored posts and ads configuration found in the app's code. However, Meta stated there is "no immediate timeline" for monetizing Threads through ads.
The company aims to first focus on growing Threads' user base, which currently stands at over 200 million monthly active users, before working on monetization. Threads represents Meta's attempt to challenge Twitter (now X) and potentially offer advertisers another platform, leveraging Meta's existing ad tools and expertise.
While ads on Threads seem inevitable given Meta's business model, the priority for now is scaling the app's user base towards the goal of reaching 1 billion users in a few years.
Instagram is testing new flippable digital profile cards for select creators, aiming to simplify how they showcase their profiles and content. One side displays a QR code for quick follow, while the other provides a comprehensive profile overview including bio, category, and links.
This move marks Instagram's renewed push towards QR code integration, building on previous iterations since 2018 despite limited user adoption. The cards are currently in limited testing, but all users can access their account QR code through existing "Share profile" functionality.
This development follows Instagram recently allowing users to add collaborators to posts after publication to expand reach.
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Beauty brands are reimagining influencer trips by inviting regular customers alongside social media stars. Companies like Refy, Topicals, and Tarte are dubbing these "community trips," aiming to democratize experiences once reserved for high-profile influencers.
This shift comes amid backlash against lavish influencer-only excursions, particularly during economic downturns. By including customers, brands hope to generate positive sentiment, increase user-generated content, and boost customer retention.
While these trips may not yield the same earned media value as traditional influencer trips, they offer unique benefits. Brands report higher engagement and stronger customer loyalty. Some are also expanding the concept through wider initiatives, such as city tours or local events, to reach broader audiences.
A recent Shopify survey of over 13,000 merchants reveals the growing importance of influencers and social media in retail marketing strategies. Seventy-three percent of US merchants cited social media engagement as their top strategy for maintaining customer relationships. For attracting new customers, 52% found organic social media content most effective, followed by paid social at 26%.
Looking ahead, 41% of US merchants believe influencer or creator marketing will be the most impactful trend over the next year. This aligns with the increasing focus on social commerce by platforms like TikTok and YouTube, with the latter expanding its Shopify partnership for affiliate marketing.
Podcast advertising is experiencing significant growth, with ad time rising from 7.9% of total runtime in Q2 2021 to 10.9% in Q2 2024. This increase reflects the medium's success in attracting major brands and boosting monetization efforts. Ad revenue per hour of content listened to has tripled since 2015, reaching 6 cents in 2024.
However, industry experts warn of potential oversaturation. Dan Granger of Oxford Road cautions that some publishers have pushed ad loads too far, risking listener engagement. Research indicates that ad effectiveness decreases as the number of ads per episode increases.
While podcasts still maintain lower ad loads compared to other media, the trend raises concerns about preserving the intimate listener experience. Some creators are seeking alternative revenue streams, such as live shows and subscription models, to balance monetization with content quality.
East Goes Global is a company helping bridge the gap between Western creators, influencers, celebrities, brands, and the massive Chinese consumer market. With offices spanning the U.S. and China, they specialize in establishing a presence for Western talent on major Chinese apps like WeChat, Weibo, Douyin, and others that are inaccessible from outside China.
The company provides a one-stop solution for managing Chinese social media channels, music distribution, localization, influencer campaigns, sponsorships, and e-commerce for over 200 clients. Their deep understanding of the distinct Chinese market and relationships with major platforms allows them to navigate the complexities foreign brands face.
By connecting Western talent to China's vast consumer base through platforms Westerners can't easily access, East Goes Global has carved out a niche bridging cultures and revenue opportunities. Their services reflect the challenges of a market that remains largely closed off, requiring specialized expertise to expand brand reach across borders.