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- Influence Weekly #364
Influence Weekly #364
Nii Ahene
November 22, 2024
Spotlight Stories
Meta Plans To Introduce Advertising On Threads In Early 2025 As X Battles Advertiser Exodus
The Rise Of News Influencers: 1 In 5 Americans Get Their News From Social Media Creators [REPORT]
#SupermarketHaul: TikTok Turns Groceries Into Aspirational Content
Spotify Unveils New Creator Payout Model Based On Audience Engagement
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Great Reads
Meta plans to introduce advertising on its Threads app in early 2025, allowing a select group of advertisers to create and publish ads on the platform starting in January. Despite having 275 million monthly active users, Meta’s CFO tempered revenue expectations, stating Threads is not expected to be a meaningful driver of 2025 revenue.
The timing coincides with challenges at rival X (formerly Twitter), which has faced an advertiser exodus since Elon Musk’s acquisition, with U.S. ad revenue declining at least 55% year-over-year each month. Meta’s advertising move aims to capitalize on X’s struggles and establish a new revenue stream for the growing Threads platform.
New research from the Pew Research Center reveals 21% of Americans regularly get news from social media creators. This trend is particularly prominent among younger adults aged 18-29 at 37%. The study analyzed over 500 news creators and 100,000 posts across major platforms. Platform dynamics show creators favoring X (formerly Twitter) at 85% presence, while TikTok has the most balanced political views.
Creators maintain a multi-platform presence, with 27% active on five or more sites. Americans report finding value in creator content for better understanding current events, though perceptions vary along political lines. Consumption patterns also reveal demographic variations, with higher adoption among Hispanic, Asian, and Black Americans as well as lower-income groups.
TikTok has integrated photo-sharing platform Lemon8, allowing creators to access both apps through a unified login system while maintaining separate applications. Lemon8 specializes in beauty, fashion, and travel photo content with editing tools. This integration expands TikTok’s photo-sharing capabilities following previous initiatives like multi-slide photo posts and testing a separate photo app called TikTok Notes.
The unified login enables cross-sharing content between the platforms, potentially streamlining the creation process. As TikTok faces a potential U.S. ban over national security concerns with its Chinese ownership, the integration arrives amid uncertainty around its future, though President Donald Trump’s re-election could alter the platform’s fate after his shifting stance on TikTok during his campaign.
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Campaign Insights
Ford leverages creator star power in a pioneering EV marketing strategy, tapping travel influencer Lexie Alford (“Lexie Limitless”) for a multi-platform content campaign. The centerpiece is a three-part streaming series documenting Alford’s record-breaking global EV journey, but the real innovation lies in the campaign’s digital architecture.
Rather than traditional advertising, Ford built a six-month content ecosystem around the 30,000-kilometer drive. Alford’s real-time social media documentation created sustained audience engagement before the Prime Video and YouTube series launch. This strategy generated significant earned media and engagement metrics while reaching younger audiences traditionally skeptical of traditional automotive marketing.
The campaign, produced by Wieden+Kennedy London, demonstrates how major brands are shifting marketing budgets from conventional advertising to creator-led storytelling. Ford’s marketing director Peter Zillig notes that this integrated approach delivered stronger ROI than traditional multi-ad campaigns, with content being repurposed across multiple platforms and generating organic reach through Alford’s established audience base.
The NBA has announced the return of its Creator Cup basketball tournament in Las Vegas on December 15th, featuring social media stars with a combined audience of over 100 million followers. The 5-on-5 competition will be broadcast live and includes former college athletes and professional players turned content creators like Tristan Jass and Chris Staples.
This marks the third iteration of the Creator Cup series aimed at broadening the NBA’s digital reach by tapping into influencer audiences. The event kicks off a series of three creator-focused tournaments planned for the 2023-24 season, aligning with the league’s expanded creator program partnering with popular streamers.
The rising cost of living has sparked an intriguing trend on TikTok – young creators are posting videos of themselves indulging in lavish grocery hauls, offering a vicarious glimpse into a lifestyle that many viewers can’t afford. These “grocery girlies” cruise supermarket aisles, marveling at exorbitant prices and showcasing opulent purchases like $200 caviar or $30 ice cubes.
While some videos are outright fantasies, others playfully acknowledge the economic divide, with creators “cosplaying” as affluent shoppers. This phenomenon reflects a broader fascination with consumption among younger generations struggling with food insecurity and inflated prices.
Grocery content provides an escape, stirring envy and aspiration, but also prompting reflection on access, privilege, and the increasingly rarefied act of nourishing oneself without constraint. As the affordability crisis deepens, these videos offer a poignant glimpse into the evolving ways we seek comfort and connection online.
Netflix reports its live-streamed Jake Paul vs. Mike Tyson boxing match averaged a record 108 million viewers globally, making it the “most-streamed sporting event ever.” The fight had 65 million concurrent streams, with 38 million from US households. The women’s Katie Taylor vs. Amanda Serrano fight also broke the US record for most-watched professional women’s sports event with 47 million average viewers.
Despite the high viewership, concerns remain about Netflix’s ability to handle large live audiences ahead of streaming two NFL games on Christmas Day, including a Beyoncé halftime show, and taking over WWE’s Monday Night Raw next year. The successful boxing stream highlights Netflix’s push into live sports streaming.
Twitch streamers are facing a significant “adpocalypse,” with some creators reporting advertising revenue drops of up to 95% in November 2024. Major brands have reportedly pulled ad spending due to content moderation concerns, particularly around political streams following revelations that Twitch restricted new users from Israel for a year.
Experts cite Twitch’s live format, discovery system favoring high viewership over content categories, and younger audience demographic as challenges for advertising. In response, Twitch implemented new content labels and policies, allowing advertisers to opt out of specific categories. However, streamers are increasingly adopting multi-platform strategies as ad revenues are expected to stabilize but remain below previous levels, mirroring YouTube’s 2017 adpocalypse. The situation highlights the volatility of advertising income for creators on emerging platforms.
The UAE has tapped into the massive reach and influence of top YouTuber MrBeast, whose recent video featuring iconic Dubai landmarks like the Burj Khalifa and Dubai Frame has garnered over 85 million views in just 10 days. Experts see this as a strategic move by the UAE to unlock a new demographic by leveraging MrBeast’s authenticity and ability to foster meaningful connections with young audiences on their preferred platforms.
While influencer marketing carries potential risks like over-commercialization and reputational damage, the UAE’s partnership with MrBeast reflects its efforts to stay ahead of the rapidly evolving media landscape and engage with digital-native consumers in an immersive and aspirational way.
Interesting People
A former engineering student's car repair videos have catapulted her to TikTok stardom, with Christina Roki's recent Sony-Formula 1 collaboration breaking the platform's all-time comment record at 21 million engagements. The viral campaign featured Roki with a venomized F1 car at the Austin Grand Prix, promoting "Venom: The Last Dance."
Roki's content journey began during COVID lockdowns, transforming her family's financial constraints into creative opportunities. Her initial series documented the renovation of her family's only vehicle, combining automotive expertise with storytelling. She's since developed a signature approach of multi-part educational series, including popular holiday-themed car transformations.
Despite early skepticism as a female automotive creator, Roki has built a balanced audience demographic, with an even split between male and female viewers. Her engineering background and STEM advocacy have helped navigate industry challenges. Looking ahead, Roki hints at upcoming movie collaborations while maintaining her focus on educational content that merges entertainment with practical automotive knowledge.
At 18, Dai Time has built an impressive portfolio as a child star, author, magazine founder, and leading Gen Z voice on social media. Despite her young age, she has established herself in the creator economy by maintaining authenticity while amplifying diverse young voices.
Dai started posting casually on Instagram but realized her platform’s potential to connect with peers nationwide. Her relatable, spontaneous content resonates by bringing humor through editing techniques. Prioritizing mental health, Dai balances content creation with college studies.
Through her Snapchat series, she addresses issues affecting Gen Z, like body image and cyberbullying. Optimistic about the future of media, Dai is studying journalism and believes her generation’s creativity will drive innovation. She encourages others to follow their dreams while seeking help for well-being when needed.
The article highlights the challenges college cheerleaders face in benefiting from the new era of college athlete name, image, and likeness (NIL) deals, despite some having massive social media followings.
Texas Tech cheerleader Maddy Brum, with over 874,000 followers across platforms, has received little NIL support from her university compared to other student-athletes. Obstacles include time commitments, restrictions on using school brands/uniforms, and cheerleading not being an NCAA-sanctioned sport.
While some cheerleaders at schools with recognized acrobatics/tumbling programs have seen NIL opportunities, traditional sideline cheerleaders often get overlooked despite their popularity and brand potential. The lack of institutional support contrasts with the commercial value many cheerleaders could provide through influencer marketing and promotion.
AJ Eckstein’s Creator Match is pioneering a new category called “B2P” (Business to Professional) marketing by connecting brands with influencers on LinkedIn. Eckstein saw an untapped opportunity as a LinkedIn creator himself, struggling to monetize despite having a large following. Creator Match now manages influencer marketing campaigns for major B2B and B2C brands like HubSpot, Notion, and Athletic Greens, leveraging LinkedIn’s professional audience.
Their specialized tools include a Chrome extension providing comprehensive analytics on LinkedIn creators. With a focus on client communication and detailed reporting, Creator Match has paid out hundreds of thousands to LinkedIn influencers. As LinkedIn leans into video, Eckstein believes the platform has significant growth potential for creator marketing targeting professionals.
Connor DeWolfe, an actor and content creator, has built a massive following on social media by combining comedy with education about ADHD. During the COVID-19 lockdown, DeWolfe turned to creating videos as a creative outlet, drawing from his personal experience being diagnosed with ADHD at age 14.
His signature format features interactions between ADHD and non-ADHD perspectives, balancing entertainment and information. DeWolfe’s videos quickly went viral, with one reaching 11 million views and expanding his following to 120,000. He has honed his production skills, incorporating lighting and cinematography techniques. DeWolfe adapts his content strategy to platform changes while prioritizing quality over algorithm mechanics.
His greatest satisfaction comes from the meaningful connections and community impact, providing a safe space for open discussions about neurodivergence. As his platform grows, DeWolfe aims to explore new creative directions while maintaining his core message of ADHD awareness through relatable comedy.
Industry News
Spotify is introducing a new monetization program called the Spotify Partner Program that offers video podcast creators audience-driven payouts from premium video revenue alongside existing advertising income streams. The program initially rolls out in the U.S., U.K., Canada, and Australia in January 2025, targeting Spotify’s growing video podcast segment.
It provides an ad-free video experience for premium subscribers and introduces new features like chapters, comments, and thumbnail scrubbing. Spotify aims to enhance its video offering and compete with platforms like YouTube in the creator economy space by providing revenue opportunities beyond traditional advertising models. The move comes as Spotify expands its global user base and responds to increased video consumption trends.
Linqia, an influencer marketing platform, has launched a specialized network of Visual Effects (VFX) creators to help brands stand out on social media with high-production, effects-driven content. The VFX creator network aims to capture viewers’ attention through innovative, visually compelling storytelling that transports audiences to imaginative new worlds beyond what’s possible with traditional content.
Key benefits include creating distinctive branded content to cut through the “sea of sameness” on social feeds, leveraging advanced VFX skills and technology like AI to realize ambitious creative visions, and providing extensive pre-production planning and collaboration to ensure smooth execution of complex VFX projects for brand partners. The network showcases seamless product integration and authentic influencer marketing through captivating, effects-driven narratives designed to stop the scroll and leave a lasting impression.
Instagram has rolled out a new feature allowing users to reset their content recommendations across Explore, Reels, and Feed sections. The “reset” button enables users to clear their recommendation history and start fresh personalization based on new interactions. This tool provides more control over content curation alongside existing features like indicating interests, using chronological feeds, and filtering words.
For teen accounts, Instagram implements stricter content controls to limit exposure to sensitive content. The update aligns with the platform’s goal of creating safe, age-appropriate experiences as it faces lawsuits alleging failure to protect minors’ mental health. Instagram has also published new transparency documentation outlining its content moderation approaches.
In a major move to recognize and celebrate content creators in the UK and Ireland, TikTok has announced its first awards show for the region in partnership with Sky. The live ceremony on December 3rd will stream on TikTok’s official UK account, hosted by TV personality Michelle Visage. Spanning 12 diverse categories like “Creator of the Year” and “Video of the Year,” the awards aim to honor top creators across genres from fitness and business to music and education.
Notable nominees include fitness star James Doyle, business influencer Simon Squibb, and emerging artists like Jordan Adetunji. Public voting is open through TikTok’s in-app Awards Hub. The event features brand sponsors like Sky, Pepsi MAX, and will showcase exclusive behind-the-scenes creator content, aiming to unite TikTok’s thriving creator community across the UK and Irish markets.
ByteDance, TikTok’s parent company, has seen its valuation soar to $300 billion despite facing a potential US ban. The company is offering shareholders $180.70 per share in a new buyback program, a 12.9% increase from December 2023 when it was valued at $268 billion. Despite regulatory pressures from the US and Canada over national security concerns, ByteDance reports robust financials with 30% global revenue growth last year to $110 billion.
While the company faces a January 2024 deadline to divest TikTok’s US operations, sources indicate the buyback is unrelated to the upcoming US elections. ByteDance allegedly plans to use Huawei chips to develop new AI models as China aims to reduce dependence on US technology amid tightening export controls. The company’s co-founder Zhang Yiming recently became China’s richest man with a $49.3 billion net worth.
Kajabi CEO Ahad Khan is building a creator-first commerce platform aimed at empowering creators to establish sustainable businesses beyond social media platforms. The platform has processed over $8 billion in creator revenue, with creators earning an average of $40,000-$50,000 annually. Khan emphasizes the need for creators to have independent revenue streams, as social platforms retain most of the revenue generated. Kajabi offers tools like digital downloads, newsletters, and invoicing to help creators monetize their work.
The company strategically integrates AI to enhance content creation while prioritizing creator expertise and brand value. Kajabi hosts global community events to connect its users and plans to expand its payment solutions globally while enhancing core features. The company’s success is measured by creator earnings, reflecting its creator-centric mission.
TikTok is quietly testing a new integration that allows select creators to add product links from major retailers like Amazon, Walmart, and Target directly to their posts. This affiliates program simplifies shopping by displaying product links at the top of comment sections, reducing steps for viewers to purchase. The move aims to boost TikTok’s reputation as an e-commerce destination ahead of a potential US ban.
While seemingly counterintuitive to direct traffic elsewhere, experts view the integration as a win-win that builds trust with major brands, provides sales insights to merchants, and could generate a new revenue stream for TikTok through potential commission fees. As the creator economy booms, this shopping feature is a strategic play to make TikTok indispensable for influencer marketing and social commerce.
Getty Images has integrated its premium content library with TikTok’s ad creation tool, Symphony Creative Studio. This allows advertisers direct access to Getty’s images and videos for creating native TikTok ads aligned with the platform’s format.
The partnership enables scalable, high-quality content production and simplified ad-making using generative AI tools. It forms part of TikTok’s efforts to enhance advertiser capabilities through AI and ensure ads drive better performance metrics like purchase intent and brand favorability when designed natively for the platform.
YouTube is introducing a new monetization feature called “Jewels” that allows viewers to purchase digital gift bundles for creators during vertical live streams. The Jewels system converts viewer gifts into “Rubies” that creators can redeem at a rate of one cent per Ruby. Eligible U.S. creators in the YouTube Partner Program can participate, with YouTube offering a limited-time 50% bonus on gift earnings capped at $1,000 per month for the first three months.
The new system replaces Super Stickers on vertical live streams and displays gift animations directly on the stream instead of in the chat. While only U.S. viewers can purchase Jewels initially, viewers worldwide can see the animations. YouTube plans to expand the program internationally but has not announced specific timelines.
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Social media creators are reshaping entertainment journalism through unprecedented coverage of the Sean “Diddy” Combs legal saga. YouTube channels and content creators are emerging as primary news sources, with some videos reaching millions of views within days.
Leading this shift is RealLyfe Street Starz, which transformed music industry commentator Jaguar Wright into a prominent voice, monetizing her commentary through merchandise and ad revenue. Meanwhile, established platform VladTV, with nearly six million subscribers, maintains stricter editorial standards while covering the story.
This creator-driven coverage comes as YouTube serves as a primary news source for one-third of Americans, according to Pew Research. Content frequently crosses platforms, with YouTube interviews being repurposed into viral TikTok and social media clips, creating new revenue streams for creators.
Visa’s recent initiatives signal a pivotal shift in embracing the creator economy as a legitimate business sector. By offering real-time payouts through Visa Direct and strategic partnerships, the payment giant addresses major pain points creators face in receiving timely compensation. Beyond financial tools, Visa is fostering a cultural alignment with creators through collaborations like partnering with Pharrell Williams to support small businesses and financial literacy.
Initiatives like the ‘GetP@id’ mentor series and Tokyo Creator Summit underscore Visa’s commitment to position itself at the heart of this burgeoning economy. As AI disrupts traditional markets, brands can no longer ignore creators’ growing influence as economic drivers and cultural innovators. Visa’s moves indicate the creator economy’s formidable presence, prompting other companies to adapt or risk obsolescence in an increasingly personalized, niche-driven market landscape.
President-elect Donald Trump faces key decisions about TikTok’s future in the U.S., with the platform’s ban set to take effect January 19, just one day before his inauguration. Despite having 14 million TikTok followers and expressing opposition to the ban, Trump’s options for reversal face significant hurdles.
Three main pathways have emerged: pushing Congress to repeal the law that passed with overwhelming bipartisan support (352-65 in the House, 79-18 in the Senate), refusing to enforce the ban through the Justice Department, or helping broker a deal for U.S. ownership of TikTok’s American operations. The latter option aligns with Trump’s dealmaker image but faces tight deadlines and resistance from both TikTok’s parent company ByteDance and Chinese officials.
Major tech companies like Apple, Google, and Oracle play crucial roles as they would need to remove TikTok from app stores and cease providing infrastructure under the current law. These companies risk penalties of $5,000 per user for non-compliance, creating significant financial exposure given TikTok’s 150 million U.S. users.