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- Influence Weekly #369
Influence Weekly #369
Nii Ahene
December 27, 2024
In partnership with
Spotlight Stories
TikTok At A Crossroads: 23 Experts Weigh In On The Ban, ByteDance, And What’s Next
Albania Becomes First European Country To Completely Ban TikTok After Fatal School Stabbing
Social Media as a Recruitment Tool: School Bus Driver Influencers
Meet Haley Robinson, A Gen Z Creator Who’s Tapping Her Theater Background For Social Media Success
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Great Reads
With the January 19, 2025 deadline for ByteDance to divest TikTok’s U.S. operations or face a ban, the future of the platform remains uncertain. A federal court recently upheld the ban citing national security concerns, though public support has dropped and TikTok is appealing to the Supreme Court.
TikTok has become a cornerstone of the creator economy, driving billions in revenue. A ban could disrupt this ecosystem and force a shift to alternatives like Instagram Reels. While the incoming administration has signaled openness to “saving” TikTok, the bipartisan support for the ban complicates efforts to overturn it. As businesses and creators await the outcome, industry leaders share insights on TikTok’s economic role, the potential fallout from a ban, and the need for contingency plans amid the uncertainty.
Albania has announced a nationwide ban on TikTok for at least one year, effective in early 2025, making it the first European country to completely shut down the platform. Prime Minister Edi Rama cited concerns over the app’s impact on youth after a fatal school stabbing, claiming Albanian children are TikTok’s largest user group.
The move follows increasing parental worries about school violence and bullying potentially influenced by TikTok content. While the company denies its platform was involved in the stabbing incident, Rama stated the ban aims to pressure TikTok to enhance protections for young users. Albania will monitor the company’s response and actions by other nations before deciding whether to reinstate TikTok operations after the one-year period.
Instagram's share of Meta's U.S. advertising revenue is projected to exceed 50% for the first time in 2025, according to Emarketer research. The photo-sharing platform is expected to generate $32.03 billion in ad revenue, representing 50.3% of Meta's total U.S. ad earnings. This growth is driven by Instagram's expanding user base, now at 148.73 million U.S. users, and the popularity of video content, with users spending about two-thirds of their time watching videos on the app.
Instagram's revenue per U.S. user surpasses Facebook and TikTok at $223. While Feed ads still account for the largest portion of Instagram's ad revenue, Reels and other newer ad placements are gaining ground. The potential U.S. ban on TikTok could further boost Instagram's ad business if the platform captures reallocated TikTok ad spending. Meta may also introduce advertising on Threads in 2025, though the rollout is expected to be gradual.
Campaign Insights
The school bus driver shortage remains a persistent challenge nationwide. Social media influencers like Cor’Darius “Mr. Bus Driver” Jones have emerged, using TikTok and other platforms to share experiences, promote the profession, and inspire recruitment. However, concerns arise when drivers create content involving district property without authorization, risking ethics violations.
Clear policies balancing creativity with compliance are needed as this evolving trend offers opportunities for outreach amid legal uncertainties surrounding TikTok’s future. Proactive communication between drivers, districts, and industry can responsibly leverage social media’s benefits while mitigating risks.
The financial platform Destream, specializing in creator monetization, is launching a new ambassador program after reaching over 30,000 users in Europe. The program offers selected creators financial support, content collaboration opportunities, platform promotion, income through affiliate programs, legal consultation, and exclusive events. Creators can apply directly or be identified through their activity on Destream’s platform.
The initiative aims to provide global monetization prospects for creators across sectors like gaming, beauty, music and travel by first rolling out in Europe with plans for further expansion. Destream’s founder highlighted how monetization has enabled creators to invest in higher quality content production.
Twitch’s watch time remained steady year-over-year, with 18.5 billion hours watched in 2024 compared to 18.9 billion in 2023. KaiCenat dominated the monthly and yearly charts, driven by his successful subathon events. Other top creators like Jynxzi, Caudrel, caseoh_, and Papaplatte also cracked the yearly top 10 for the first time.
The top 10 games have remained largely unchanged for five years, reflecting Twitch’s diverse content. Just Chatting saw a surge in November due to KaiCenat’s subathon. StreamElements CEO Ori Perry notes creators are diversifying across platforms to grow their audiences, predicting 2025 will be a big year for multistreaming tools.
Jamie Laing, a social media star turned entrepreneur, has built a thriving candy empire with Candy Kittens, a premium vegan sweet brand challenging industry giants. By leveraging his personal brand and unconventional marketing approach, Laing has grown Candy Kittens into a successful venture listed in major UK supermarkets.
The brand’s commitment to sustainability, conscious consumption, and innovative flavors like Wild Strawberry and Sour Watermelon has cultivated a devoted millennial following. Laing’s journey exemplifies how creators can transform influence into sustainable business success through authentic brand-building, product innovation, and purpose-driven practices. With ambitions to expand internationally, Candy Kittens demonstrates the growing power of creator-led businesses.
Interesting People
From law school to luxury brand partnerships, creator Amina Maz has navigated a strategic path marked by viral social experiments, mainstream media attention, and a recent pivot to lifestyle content. After leaving law school, Maz began creating prank videos that unexpectedly found a broad audience. She then steered her group toward impactful social experiments addressing issues like domestic violence, gaining significant media coverage.
However, Maz faced industry challenges as a woman, including propositions and legal troubles stemming from a prank gone too far. This prompted her to rebrand, removing over 100 million views of earlier content. Now focused on lifestyle, beauty, and wellness, Maz partners with brands like Oh My Cream while expanding across new platforms like TikTok in 2025. Her journey showcases how adapting to risks and maintaining integrity can lead to sustained influencer success.
Social media entrepreneur Brandon Schlichter, creator of the popular YouTube channel Investment Joy with 1.8 million subscribers, has acquired H.C. Anderson Roofing Company, a commercial roofing firm in Illinois and Wisconsin. The acquisition positions the Rockford-based company for potential expansion, with plans to grow the workforce to 75 employees by end of 2025 and a longer-term target of 200 positions within 3-5 years.
Schlichter aims to maintain H.C. Anderson’s high standards while creating new job opportunities in the Rockford area. The company will continue operating under its established brand, serving manufacturing facilities, office buildings, schools and government agencies without disrupting service for existing clients. This marks Schlichter’s entry into the commercial roofing sector, leveraging his prominence from the Investment Joy YouTube channel where he shares insights about business ventures.
Sports marketing maverick Max Fleming is shaking up the talent management space with his firm Motive. Rejecting the traditional manager role, Fleming positions himself and his team as “teammates” working closely with creator clients. Motive prioritizes human connection and relatability, helping clients develop original content that resonates authentically with audiences rather than chasing trends.
The company takes a strategic approach to brand deals, often initiating pitches themselves. While analytics matter, Fleming stresses campaigns must create genuine emotional impact beyond just metrics. With ambitious plans for expansion into fashion and other verticals in 2025, Motive is attracting major brand partners and aiming to be a leading force fusing sports, entertainment and innovation in the creator economy.
Meet Haley Robinson, a 19-year-old Gen Z creator who has built a thriving digital business by combining her background in theater with her fashion expertise. After a Disney-inspired fashion video went viral in 2020, Haley transformed from an aspiring actress into a successful social media influencer. Her content stands out for its distinctive blend of outfits inspired by movies, TV shows, and music albums, incorporating narrative elements beyond just fashion.
With the support of her family, Haley strategically grew her following by researching optimal posting times and responding to audience preferences. She maintains a professional schedule for content creation and promotes her videos across multiple platforms like TikTok, Instagram, and YouTube.
As a Gen Z voice, Haley recognizes her generation's influence on fashion, challenging gender norms and promoting inclusivity. However, she acknowledges the industry's struggle to balance sustainability, size inclusivity, and body positivity. Looking ahead, Haley hopes to launch her own fashion line, create additional content formats like a podcast, and potentially act in movies or TV shows. Her social media career has allowed her to reconnect with her childhood passion for dressing up and fashion.
Industry News
Snapchat unveiled enhanced teen safety features during its fourth annual Law Enforcement Summit, which drew 6,500 officials from across federal, state, and local agencies. The platform’s latest protective measures include advanced blocking tools and warning systems that flag communications from previously blocked users or unfamiliar locations. The company introduced expanded location-sharing capabilities within Family Center, allowing parents to request their teens’ locations through Snap Map.
These updates build upon existing safeguards like private friends lists and restricted messaging from non-contacts. Snap’s Safety Operations division has seen significant growth, with its Law Enforcement Operations team tripling in size over five years. The Trust and Safety team, staffed by former law enforcement and child protection experts, has expanded by 150% and uses machine learning to detect illicit content.
With a potential TikTok ban looming on January 19th, the creator economy faces a major disruption. TikTok has 170 million U.S. users, and influencers have built massive followings on the platform, with many earning their primary income there. The influencer marketing industry is worth an estimated $250 billion globally.
While some creators are urging followers to find them on other platforms like Instagram and YouTube, many have far smaller audiences there. An analysis of nearly 23,000 creators found 39% had more TikTok followers than Instagram, with an average 182,000 more on TikTok. With no government support planned, an overnight TikTok shutdown could devastate countless small creator businesses and disrupt a billion-dollar industry.
A bipartisan Senate effort is underway to delay the impending TikTok ban, with Senators Ed Markey and Rand Paul urging President Biden to extend the January 19 deadline by 90 days. The request comes as the Supreme Court prepares to hear oral arguments on January 10 regarding TikTok's legal challenge to the legislation.
Legal experts question whether Biden has authority to grant an extension under the law's provisions, which require clear evidence of ByteDance's progress toward divestiture. TikTok maintains such separation is technologically and legally impossible, setting up a potential showdown as the deadline approaches. The ban's implementation would require app stores to remove TikTok and prevent internet service providers from enabling its distribution.
Key congressional leaders, including House China Select Committee leadership, are pressing tech companies to prepare for compliance while urging TikTok to pursue divestiture options. If upheld, the ban's impact would extend beyond TikTok's parent company to affect U.S. technology firms, content creators, and the platform's 170 million American users.
Despite a slowdown in job listings for the creator economy during Q4 2024, interest in creator careers reached record levels with Google searches for “creator economy jobs” surging 900% year-over-year. While open roles declined 34% from Q3, the sector still shows strong growth potential. Engineering remained the most in-demand role at 42.3% of openings, followed by sales and marketing. Mid-level talent was most sought after at 47.9% of listings.
Geographically, London emerged as the top hiring location, while US tech hubs saw decreased activity. The shift toward full-time, traditional employment continues with 97.7% of roles being permanent positions. However, the outlook predicts a rise in freelance and project-based work by 2027 as the gig economy expands. New entrants and major players are expected to drive continued creator economy growth in 2025, with increased demand for niche talent and creative professionals integrated into corporate structures.
CreatorIQ’s new CMO Brit Starr outlines the company’s vision to provide essential infrastructure and technology for brands navigating the creator economy. As marketing budgets increasingly shift towards creator partnerships, CreatorIQ aims to be the operating system enabling seamless integration of creators into brands’ marketing and consumer insight capabilities.
Starr emphasizes the evolution from viewing creators solely as distribution channels to now engaging them as vital voices and communities. Brand safety remains a nuanced challenge in the creator-driven landscape. Standardizing measurement across the industry is also a priority as creator marketing takes a larger budgetary role.
The company is developing AI capabilities for comprehensive content analysis and personalized creator briefings, respectfully augmenting rather than replacing the creator’s role. A localized, culturally-attuned approach is crucial given creator marketing’s global scale.
Looking ahead, CreatorIQ plans to build out its community of industry thought leaders and partners. Starr underscores legacy production models’ struggle to meet modern marketing demands, solidifying creators’ indispensable position in achieving brands’ content needs. The path forward represents uncharted territory as the creator economy continues rapid expansion.
Founded by Lewis Davey, PiXEL bridges the gap between AI technology and brand marketing needs. The agency partners with skilled AI influencer teams to provide strategic counsel and campaign execution expertise that ensures effective audience engagement. Notable successes include AI influencer Kenza Layli’s collaboration with Hyundai in Morocco, leading to increased sales.
As AI capabilities rapidly advance, PiXEL foresees growing opportunities for brands to leverage AI influencers as a distinct marketing channel complementing human creators. The agency is committed to responsible industry development, prioritizing ethical practices like data protection. With a strategic focus on emerging markets like the Middle East, PiXEL aims to guide brands in exploring this innovative space and connecting with younger, tech-savvy audiences.
Malaysian platform Cult Creative aims to transform Southeast Asia’s content creation industry by bridging the gap between brands and creators. Founded in 2020 by Shermaine Wong and Lina Esa, the all-in-one platform has built a community of over 13,000 creators, processing nearly $160,000 in creator payments last year.
Key features include automated payment processing within 30 days, advanced creator profile and campaign matching tools, integrated communication channels, and sophisticated verification measures. Cult Creative is expanding into social commerce, developing creator education initiatives like the Creator Academy, implementing AI trend analysis, and introducing financial management capabilities to foster sustainable content creation practices that benefit creators, brands, and Malaysia’s economy.
Influencers are becoming journalists, blurring the lines between entertainment and information as social media reshapes how audiences consume news. A Pew study found 21% of U.S. adults rely on “news influencers” for information. Influencers’ casual, intimate conversation style resonates with audiences who feel seen.
The 2024 U.S. presidential election highlighted influencers’ power to mobilize voters. While not traditional journalists, influencers act as op-ed writers and cultural commentators, disseminating information and ideas. As media industries converge, we must rethink our understanding of how individuals receive news in this volatile landscape.
Legal experts warn the pending Supreme Court decision on TikTok could impact over 100,000 content creators who rely on the platform for income. The case, set for oral arguments next month, highlights broader challenges facing America’s growing independent workforce. Recent data shows 60 million Americans engaged in freelance or gig work in 2022, with 23% creating social media content. Unlike traditional employees, these workers often lack access to standard benefits like health insurance and retirement accounts due to outdated labor laws.
Some states are pioneering solutions. Utah’s 2023 legislation allowing companies to provide benefits to independent contractors has sparked innovation, with Target’s Shipt and Lyft launching portable benefits programs. DoorDash followed suit in Pennsylvania, offering delivery workers earnings-based benefit deposits. The trend toward independent work continues to grow, with 53% of Gen Z professionals now working freelance full-time. Industry analysts note that regardless of TikTok’s fate, social media influencing remains a significant economic force, necessitating modernized labor protections for the digital age.
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Major media companies and tech platforms are poised for significant shifts in creator economy dynamics heading into 2025, with several key trends emerging beyond the TikTok ban uncertainty. Live commerce is gaining momentum as platforms push for QVC-style content, with TikTok Shop leading efforts to train creators in live selling. This could reshape how influencers monetize their audiences, potentially shifting away from traditional brand deals. A heated battle between Spotify and YouTube over video podcast dominance is intensifying.
YouTube leverages its creator-first features like live streaming and direct fan donations, while Spotify continues heavy investment in video capabilities and creator payment systems. The “IRL social” space is seeing rapid growth, with startups like 222 and Timeleft launching solutions to combat digital isolation through in-person events and community building. Meanwhile, traditional media continues blending with creator content, as YouTube maintains its lead in TV streaming and networks experiment with creator-driven programming.
Bayer’s social media strategy chief Ryan Gang reveals key insights into influencer selection and content repurposing for pharmaceutical marketing. Speaking about the successful Claritin Diversitree Project, Gang emphasizes a reverse-engineering approach to influencer partnerships, starting with target consumer behavior to identify suitable content creators.
The pharmaceutical giant has pioneered dual-purpose influencer content, using creator partnerships for both organic reach and paid media campaigns. Gang notes that repurposed influencer content requires significant adaptation for paid placement, as viewing behaviors differ between loyal followers and paid media audiences. Addressing brand safety concerns amid changing platform moderation policies, Gang suggests in-feed placements remain relatively safe due to consumer understanding of algorithmic content distribution.
He reports a shift toward more active comment moderation on brand content, marking a departure from previous hands-off approaches. Bayer’s digital strategy continues to evolve, with Gang expressing interest in exploring gaming and metaverse environments for healthcare brands, though these remain untapped channels for the company.
The Supreme Court will hear arguments on TikTok’s challenge to the federal ban on January 10, just nine days before the restriction is set to take effect. The expedited hearing comes as the social media platform and content creators argue the law violates First Amendment rights.
The ban, which received bipartisan congressional support, would force app stores to remove TikTok and block internet hosting services from supporting it unless ByteDance divests its ownership. The Chinese company maintains such divestiture is impossible, putting the platform’s 170 million U.S. users at risk of losing access. TikTok contends the ban represents an unprecedented speech restriction, citing its $2 billion investment in U.S.-based data security measures.
The government argues the law doesn’t restrict content but addresses national security concerns about Chinese control over user data and potential surveillance. The compressed timeline forces lawyers to prepare over the holidays, with all briefings due January 3. President-elect Trump’s stance on enforcement remains uncertain, though he holds limited power to alter the congressional act.
Social Media as a Recruitment Tool: School Bus Driver Influencers