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- Influence Weekly #357
Influence Weekly #357
Why Young Musicians Are Gravitating Towards TikTok, YouTube
Nii Ahene
October 04, 2024
Spotlight Stories
Big Lots Teams Up With impact.com To Launch Affiliate Program For Creators And Publishers
The Rise of the ‘Runfluencers:' How Social Media is Shaping the Way We Exercise
Jennifer Henczel Reveals How She’s Built A 10,000-Strong Women Podcasting Network
Netflix To Drop 3-Part Documentary Ahead Of The Nov. 15 Boxing Showdown Between Jake Paul, Mike Tyson
Great Reads
A new study reveals 92% of creators already leverage AI tools, with many seeing it as an enabler for expanding creative possibilities and global reach. The research by Radius for YouTube highlights AI's role in fueling imagination, with 96% of creators using it for creative support like editing.
Time savings and idea generation are key benefits, though guidelines for responsible use are desired. Looking ahead, creators anticipate AI providing affordable access to special effects, enabling new storytelling forms for diverse voices, and allowing independent creators to rival big studios through advanced production capabilities. While embracing AI's transformative potential, creators also seek balanced regulations to ensure ethical adoption of this evolving technology.
Stella Chuu, a cosplayer and content creator, has built a thriving business transforming herself and other streamers through elaborate costumes and makeup over the past 15 years. Her niche is creating bespoke, one-of-a-kind costumes tailored to clients' measurements and mobility needs.
Running a 3,000 square foot workshop, Chuu juggles multiple complex projects, adapting her skills to meet creative challenges like engineering a horse's body for a costume. Beyond costumes, Chuu has developed business acumen, expanding across platforms and revenue streams while networking at conventions to cultivate brand partnerships.
She advocates a long-term approach, focusing on quality over viral fame. Though financially unstable with high overhead costs, Chuu finds fulfillment in her passion, persistently evolving to shape the future of digital entertainment.
TikTok has launched a new Search Ads Campaign feature, allowing brands to create keyword-based ads that appear in the app's search results page. With over half of consumers preferring social platforms for product research, this move capitalizes on TikTok users' searching habits. The campaign supports traffic and conversion goals, connecting advertisers with "high-intent audiences" during key decision-making moments.
Early tests show brands utilizing Search Ads along with In-Feed Ads see an average 20% increase in conversions at similar or improved cost efficiencies. As Gen Z increasingly shifts towards "social searching," TikTok's new ad offering poses a direct challenge to Google's dominance in the online advertising space.
Campaign Insights
Big Lots has launched a new affiliate marketing program in partnership with impact.com. The program allows selected creators and publishers to share Big Lots' deals and promotions with their audiences, earning commissions on sales driven through the company's website.
This builds on Big Lots' existing influencer program, which has proven effective in driving engagement and sales. The affiliate program aims to further expand the retailer's relationships with bargain-focused online personalities and their communities as it taps into the growing influencer marketing and affiliate landscape, where consumers increasingly rely on trusted voices for shopping recommendations.
Three Sheep Group, a leading Chinese influencer agency, faces a $9.8 million fine for falsely marketing mainland-made mooncakes as "Made in Hong Kong." The company, founded by Zhang Qingyang, known as Crazy Little Brother Yang, has been ordered to suspend its live-commerce operations. The scandal erupted when Zhang promoted "Hong Kong Meisun Mooncakes" as a high-end Hong Kong brand, which investigations revealed to be false.
The company also misrepresented seasoned beef as raw cuts during live-streams. Three Sheep has apologized and promised refunds with additional compensation. This incident follows previous scandals in China's live-streaming e-commerce sector, highlighting ongoing issues with false advertising and consumer trust. The case underscores the growing scrutiny of influencer marketing practices in China and the potential financial and reputational risks for businesses operating in this space.
The rise of "runfluencers" on social media is shaping how Gen Z approaches exercise and fueling the growing popularity of running. These influencers share aesthetically appealing videos of their running routines, complete with stylish athletic wear and visits to trendy coffee shops post-workout.
While promoting an active lifestyle, some runfluencers have been criticized for faking portions of their runs or portraying unrealistic expectations. However, the trend has also inspired the growth of run clubs, fostering a sense of community around the sport.
Despite potential drawbacks, the runfluencer phenomenon has succeeded in making running more appealing and accessible to a younger audience through its blend of fitness and lifestyle content on social platforms.
Premium menswear brand Arrow has strategically leveraged influencer marketing for targeted campaigns, collaborating with both micro and macro influencers. CEO Anand Aiyer explains the brand's rigorous process for selecting the right influencers based on audience alignment, engagement rates, content quality, and professionalism.
Beyond immediate sales, Aiyer measures ROI through engagement metrics like likes, comments, brand awareness through reach and mentions, and improvements in brand perception. For Arrow, influencer marketing delivers tangible returns and long-term benefits of increased brand affinity and trust among their target consumers.
Brands are increasingly leveraging virtual influencers, AI-generated avatars, to promote products and engage consumers. These digital personas offer cost efficiencies, customization, and flexibility compared to human influencers. While consumer trust remains higher for human influencers, virtual avatars are gaining traction as AI advances enhance their quality and affordability.
However, virtual influencers have limitations in demonstrating complex products and face risks like bias and manipulation. As retailers explore virtual influencer marketing, venture capital enthusiasm for e-commerce brands has cooled after peaking in 2021. Brands are adopting hybrid approaches combining virtual and human influencers for campaigns.
Nutter Butter's bizarre TikTok strategy, focused on surreal imagery and recurring characters, has fueled massive growth recently after going viral. The brand's account has gained over 700,000 new followers in the past few weeks by leaning into unhinged, absurdist humor crafted in collaboration with its audience.
While unconventional, this approach has reignited awareness among consumers who hadn't thought about Nutter Butter in years. The surreal TikTok universe created by Nutter Butter's social team exemplifies how brands can stand out through creative storytelling tailored to platforms like TikTok where such offbeat content thrives. Though still early, the viral success signals potential for driving brand relevance and sales.
Interesting People
Ironmouse, a popular VTuber, has surpassed Kai Cenat to become the most-subscribed streamer on Twitch. amassing over 200,000 active subscribers during her ongoing substation, nearly 100,000 more than Cenat, who currently holds approximately 101,000 subscribers.
The VTuber’s current subathon, which has lasted more than 23 days, has propelled her to this position. However, this isn’t Ironmouse’s first time at the top. In June 2023, she reached 205,488 subscribers during a subathon that raised funds for The Immune Deficiency Foundation.
Trailing behind Cenat in the current Twitch subscriber rankings are Jynxzi with 100,000 subscribers, CaseOh with 76,000, and Hasan with 69,000. Ironmouse’s achievement places her among a select group of streamers who have surpassed 150,000 subscribers, including Ninja, Ludwig, and Jynxzi.
Popular gaming streamer Rachell "Valkyrae" Hofstetter has launched a new media company called Hihi Studios focused on developing anime-inspired content like graphic novels, TV shows, and films. The studio aims to create original intellectual property and merchandise targeting anime/manga fan communities worldwide. Hihi Studios has partnered with digital comics platform GlobalComix for initial projects.
Hofstetter, who has built a huge following through gaming streams, sees the company as a way to champion her creative ideas in a new medium while respecting anime culture. The name "Hihi" comes from her signature greeting to viewers. While heavily influenced by anime/animation styles, Hihi is open to mature themes and various forms of graphic storytelling beyond just animation.
Netflix has announced a new three-part documentary series, "Countdown: Paul vs. Tyson," offering an inside look at Jake Paul and Mike Tyson's preparations for their high-profile boxing match on November 15th. The documentary will provide exclusive access to both fighters' training camps, showcasing their challenges and routines through interviews with their inner circles and behind-the-scenes footage.
The first two episodes will air on November 7th, with the final episode following on November 12th. This release marks Netflix's latest venture into sports documentaries, connecting traditional boxing coverage with the growing influence of digital creators in combat sports.
On TikTok, a community of librarians called "LibraryTok" is going viral by sharing behind-the-scenes looks at their work repairing books, prepping for book fairs, and building engaging school libraries. Creators like Jen Miller and Heather Grace have amassed hundreds of thousands of followers who are nostalgic for the warmth and magic of school libraries.
Despite challenges like book bans and budget cuts, these librarians are using TikTok to reignite joy for reading, inspire donations for underfunded libraries, and redefine what it means to be a modern librarian connecting with the next generation of students. LibraryTok has become an uplifting digital space celebrating libraries as vital community hubs.
Jennifer Henczel, founder of the Women Podcasters Network, has built a community of over 10,000 members, addressing the unique challenges faced by women in podcasting. Despite the industry's growth to 4 million shows, Henczel sees continued potential, noting ongoing media investment in the medium.
Her network offers affordable resources, templates, and monetization strategies tailored for women creators. Henczel advocates for diversified revenue streams beyond traditional sponsorships, including affiliate marketing and digital product creation. The inaugural Women in Podcasting Awards, featuring nearly 400 nominees across 38 categories, aims to celebrate and elevate women's voices in the industry. Winners will be announced on October 22nd.
Industry News
A new report reveals influencers are gaining followers 2.5 times faster than traditional celebrities. Key findings show influencers accounted for over 70% of the total follower growth among the top 100 most followed individuals last year.
YouTube star MrBeast led with 182 million new followers, while soccer transfer commentator Fabrizio Romano topped celebrities with 22 million new followers. The study highlights a shift in marketing strategies favoring younger influencers under 34 who secured nearly 80% of brand deals in the influencer category.
YouTube emerges as an influential platform for influencers, with 13 times more subscribers than celebrities. Brands like L'Oreal, Walmart and Airbnb were active in securing endorsement deals. The report covers over 650 brands, 1,350 deals and 3,000 celebrity/influencer posts from September 2, 2023 to September 2, 2024.
French B Corp Kolsquare is bringing its Influencer Marketing Klub (IMK) to London on October 26th to reshape the UK creator economy. The platform manages influencer campaigns across six social networks in 180 countries, offering brands and agencies a comprehensive toolkit. Katy Link, Kolsquare's Head of Brand, leads the IMK expansion aiming to build a community of experienced influencer marketers through exclusive events, data access, and networking opportunities.
Set for a morning of engaging activities at a hotel in London, the inaugural IMK UK event promises insightful industry discussions and a preview of Kolsquare's upcoming European market study on influencer collaboration practices. Beyond its tech offerings, Kolsquare is a certified B Corp allocating 1% of revenue to NGOs addressing social media challenges. The IMK envisions elevating the industry's reputation through community-building and ethical practices.
Podcast distribution platform Podeo has raised $5.4 million in Series A funding to tackle the key challenge of discoverability in the booming podcasting market. The global podcasting industry, currently valued at $27 billion, is projected to reach $234 billion by 2030.
With over 500 million podcast listeners worldwide, Podeo aims to capitalize on this growth by offering creators tools for content creation, distribution, and monetization. The company has a community of over 100,000 creators and an audience exceeding 50 million listeners, with its distribution model extending beyond traditional streaming apps.
Podeo plans to use the new funding to accelerate global expansion, enhance AI capabilities, and develop new tools for the podcast value chain. The investment round was led by Oraseya Capital and included participation from Ibtikar Fund, Cedar Mundi Ventures, Samarium, iSME, and returning investor Razor Capital.
The creator economy is seeing a shift, with young musicians and artists gravitating towards platforms like TikTok and YouTube for music distribution and fan engagement over traditional streaming services. A recent report by MIDiA Research found that a quarter of music creators now upload directly to user-generated content platforms without using labels or distributors.
This trend is particularly prominent among those with less than five years of experience, representing nearly half of all music creators in 2023. These "lockdown cohort" creators value speed, quick results, autonomy, and meaningful fan connections over just amassing large audiences. While streaming royalties are concentrated among a tiny percentage of top artists, emerging artists are prioritizing platforms that offer direct fan interaction and the ability to build high-value fan bases.
The visible music creator economy of self-released artists is only a fraction of the larger creator base, as the growth of direct social media uploads has outpaced traditional distributor releases in recent years, pointing to a potential bifurcation of the industry catering to different creator needs.
Email marketing giant GetResponse is launching an all-in-one creator monetization platform to empower creators to build, market, and sell their expertise. The platform integrates course creation tools with AI assistance, paid newsletter subscriptions, webinars, email marketing automation, and payment processing.
Key features include AI-powered course structuring, centralized creator profiles, native webinar functionality, and automated email scenarios. GetResponse aims to provide an affordable one-stop solution, eliminating the need for multiple subscriptions.
The pricing is based on the number of marketing contacts and enrolled students. GetResponse offers a free trial and has partnered with industry experts to enhance the platform's value proposition. With a positive outlook on the growing online education market, the company is poised to cater to the thriving creator economy.
Creator Hooks Newsletter Founder Jake Thomas has cracked the code for crafting clickable YouTube titles that drive views. Through data analysis and creative frameworks, his platform provides actionable insights for optimizing titles across diverse niches.
Thomas adapts successful video title formulas, focusing on evoking curiosity, fear, and desire to maximize viewer engagement. His free newsletter dissects viral content weekly, while pro tools like an AI title generator aid creators. Despite challenges building an audience initially, collaborations expanded Creator Hooks' reach. Looking ahead, Thomas aims to enhance the title generator further, simplifying the creative process for both aspiring and established YouTube creators seeking growth.
Former Digital Brand Architects senior talent manager Gerald Leonard has been appointed to lead the newly established Beauty & Fashion Division at digital talent agency Currents Management. With over six years of experience managing high-profile digital talents and developing strong brand relationships in the beauty and fashion sectors, Leonard's expertise aligns with Currents Management's strategy to expand its offerings in these growing industries.
His portfolio includes managing top creators like Kate Bartlett, Jayla Henry, and Chloe Lukasiak, and he was recognized as one of the most influential TikTok talent managers in 2023. Leonard's deep industry knowledge and network will drive new opportunities for Currents' client roster as the global fashion influencer marketing market is projected to surge to $86.1 billion by 2032, driven by demand for authentic content and innovations like live streaming.
Half of creators adjusted their content strategies in light of the 2024 U.S. presidential election, according to a Collective Voice report. The study reveals 70% of consumers aged 25-54 actively seek election information from influencers, with 76% open to political content if it's respectful, positive and educational.
While cautioning against strict political stances, the report suggests opportunities for brands to engage creators on political topics through data-driven strategies that prioritize authenticity over partisan alignment. It advocates improving transparency, protecting younger audiences, and offering creators brand safety tools. The findings signal a shift towards creators as "trusted voices" driving substantive political discourse.
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Meta is expanding its AI-powered creator tools, introducing video avatars that can interact with fans across its messaging platforms. These lifelike digital replicas, created using Meta's AI Studio, can engage in video chats and answer questions, offering creators a new way to manage audience interactions.
The company is also reviving its celebrity chatbot voices for its Meta AI assistant. Additionally, Meta announced automatic dubbing for Reels, including lip-syncing technology, potentially challenging startups in this space. While these tools aim to assist creators, concerns persist about AI potentially replacing human influencers.
Mark Zuckerberg envisions a future where AI agents could have their own profiles and create content independently. Regarding creator compensation for AI training data, Zuckerberg expressed skepticism about widespread payouts, suggesting that individual creators may overestimate their content's value. He indicated that while some partnerships might form, Meta could opt not to use content if demands become excessive.
Finance creator Vivian Tu, known as "Your Rich BFF" online, has struck a new deal with Vox Media and wellness brand PS to launch the second season of her podcast "Networth & Chill" in video format. Tu aims to make finance more accessible, especially for marginalized communities.
The video podcast will dive deeper into how wealthy individuals grew their net worth, with Tu asking "hard-hitting" questions about dollar amounts. The partnership with Vox Media allows Tu to maintain creative control while benefiting from their marketing and distribution capabilities.
The move to video podcasting also enables Tu to efficiently repurpose content across social platforms. As the influencer podcasting space heats up, the deal positions Tu to monetize her engaged audience through this growing medium.
YouTube has significantly reduced the size and weight of its Creator Awards, known as Play Buttons, which recognize subscriber milestones. The plaques for 1 million subscribers are now about 30% of their original size and weigh just one pound, down from four.
YouTube cites sustainability as the reason for the change, but cost-saving measures are likely a factor as more creators reach these milestones, partly due to the rise of short-form videos. The decision has sparked criticism from some creators who view the awards as important status symbols and tangible recognition of their success. Some argue that the value of these awards to creators far outweighs the cost to YouTube, which generated $31.5 billion in revenue last year.