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- Influence Weekly #370
Influence Weekly #370
Nii Ahene
January 03, 2025
Spotlight Stories
MrBeast Claims ‘Beast Games’ Is Amazon Prime’s #1 Most-Watched Show In 50+ Countries
200k+ YouTube Creators Targeted In Massive Brand Deal Scam
Drake’s “Drizzmas” Livestream Brings Holiday Cheer And Luxury Prizes For Fans
Mastering TikTok: A 2025 Blueprint For Publishers
Great Reads
MrBeast, the most-subscribed YouTuber, claims his new reality competition series “Beast Games” on Amazon Prime Video has hit #1 in over 50 countries since its premiere. The show features 1,000 contestants competing for a $5 million prize, television’s largest.
While viewership numbers are undisclosed, MrBeast announced the show is trending in “almost half the countries on Earth.” However, the $100 million production faced controversy, with reports of unsafe conditions, lack of medical staff, and a lawsuit from contestants alleging mistreatment and sexual harassment. Despite a 5.5/10 rating on IMDb, “Beast Games” represents a major investment in creator-led content by streaming platforms.
As audio consumption grows, niche podcasts offer brands a targeted way to engage highly specialized audiences. Industry experts emphasize using data analytics to identify podcasts that align with your customer demographics and interests. Craft authentic host-read ads that feel like genuine recommendations, tailoring the messaging to each show’s tone and community.
Prioritize podcasts where the hosts’ values mesh with your brand identity. Offer exclusive value to niche listeners through unique discounts or insights. Ultimately, successful niche podcast advertising requires finding the right cultural fit and creating ads that add to the listener experience, not disrupt it.
Over 200,000 YouTube creators have been targeted in a massive phishing campaign where cybercriminals impersonate brands and send fake collaboration offers. The scam uses malicious files hosted on trusted platforms like OneDrive, disguised as partnership agreements, to deploy malware that steals login credentials and enables remote system access.
Attackers are exploiting compromised creator accounts to push fraudulent schemes to millions of unsuspecting followers. Security experts advise verifying brand offers through official channels, enabling two-factor authentication, scrutinizing attachments from unknown sources, and providing comprehensive training to protect against these threats that can significantly impact creators' audiences and revenue streams.
Campaign Insights
Saudi Arabia is tapping international influencers to reshape its global tourism image. The Saudi Tourism Authority announced a partnership to identify and engage leading content creators across key markets to promote Saudi’s tourism offerings through influencer marketing campaigns in 2025.
This aligns with Saudi Arabia’s “Vision 2030” goals to grow its tourism sector and increase non-oil GDP contribution. With major upcoming events like the 2025 Olympic Esports Games in Saudi Arabia, influencer marketing on platforms like TikTok, where users actively search for travel content, will be crucial for boosting Saudi’s tourism promotion internationally.
The article discusses how Democrats struggled to effectively leverage influencers and digital creators in the 2024 election, while Republicans had better success engaging popular podcasters like Joe Rogan. Democratic strategists argue the party waited too long to reach out to creators and failed to craft a cohesive message for them to amplify.
Despite spending heavily on influencer marketing, most Democratic partnerships were last-minute “one-offs” rather than building long-term relationships. In contrast, the Republican ecosystem, spearheaded by groups like Turning Point USA, has been training and cultivating conservative online talent for years. Going forward, Democrats recognize the need to deeply invest in their own digital media infrastructure and pop culture commentary to meaningfully connect with younger, online audiences.
John Deere hired a social media influencer, called the “Chief Tractor Officer”, to run its new TikTok account and engage younger audiences. Rex Curtiss, a California native with no agriculture background, has amassed over 500,000 followers and nearly 6 million engagements in the first 3 months by sharing videos interviewing farmers and partnering with kid influencers.
The innovative strategy aims to educate Gen Z on food sources, promote farming, and build brand affinity among future consumers, employees and policymakers. Initial metrics show 70% of viewers are the targeted 18-35 age range, a demographic increasingly disconnected from rural America.
An Emirati social media influencer has transformed his platform into a vital employment resource, helping hundreds of UAE nationals secure jobs across various sectors. Hasan Al Ameer, known as Dar Zayed online, leverages his 100,000+ follower base to connect job seekers with employers while providing career development guidance. The initiative began in 2019 after helping a relative’s job search, and has since evolved into a comprehensive service featuring verified job postings, resume writing tips, and interview preparation advice.
Al Ameer, who maintains a full-time private sector position, dedicates his weekends to this effort, working with recruitment firms and corporate hiring teams. His success stories include helping candidates secure positions with significant salary improvements, from Dh5,000 to Dh30,000. The platform’s growth aligns with UAE’s Emiratisation program, which has helped place 81,000 nationals in private sector roles since 2021.
Drake and Adin Ross teamed up for the “Drizzmas Giveaway” livestream event, giving away luxury prizes like a romantic getaway, vehicles, memorabilia, and cash to fans. Drake reflected on the joy of giving and changing people’s lives, echoing his 2018 “God’s Plan” music video.
The stream pulled over 180,000 viewers in the first hour, celebrating Drake’s philanthropy and appreciation for his influences before fame. He also teased upcoming projects like his Anita Max Win Tour starting in February and a new cologne. With heartfelt moments of reading fan letters live, “Drizzmas” showcased the creator economy’s power to forge meaningful fan connections through generosity.
Interesting People
In the realm of fashion and style, French influencers have become trendsetters, offering a refreshing take on Parisian chic. This article highlights six influential French creators who have made their mark on Instagram, showcasing their distinctive styles and providing inspiration for business professionals within the creator economy.
From the streetwear-inspired looks of Aude-Julie Alingue to the timeless elegance of Julie Sergent Ferreri, these influencers defy clichés and embrace individuality. Franny Fynne’s vintage-meets-modern aesthetic and Mélodie Banfield’s romantic Parisian flair offer unique perspectives on French fashion.
Anne Laure Mais, the founder of Musier Paris, exemplifies the entrepreneurial spirit, translating her personal style into a successful label. Ellie Delphine, with her polished and experimental outfits, showcases the versatility of French style.
These creators not only inspire their followers but also demonstrate the power of authenticity and personal branding in the digital age, proving that the French fashion influence transcends borders and resonates globally with style-conscious professionals.
TikTok creators are bracing for the potential shutdown of the popular app in the U.S. this month unless its Chinese parent company ByteDance sells it to a non-Chinese firm. For some influencers, TikTok is their primary income source, with the creator economy valued at $250 billion globally.
Many are diversifying to other platforms like Instagram and Substack, though building a new audience is challenging. While some argue the ban risks wiping out $1.3 billion in U.S. creator revenues, others view it as an overreach to control mass communication. Amidst disappointment over losing their TikTok communities, creators are determined to adapt and keep creating content, whether on TikTok or elsewhere.
Canadian influencers face significant challenges earning money on social media platforms in their home country. Major platforms like TikTok and Instagram do not offer creator funds or ad revenue sharing for Canadians like they do for creators in the US. Brand deals are also smaller in Canada due to limited marketing budgets.
As a result, many successful Canadian creators with large followings are moving to the US to access better monetization opportunities. Working in America promises more fame, income potential, and opportunities to crossover into other industries. While the transition is not always easy, the US offers an alluring path for Canadian influencers looking to take their careers to the next level in the $24 billion global creator economy.
Social media influencers are increasingly creating “rage-bait” content designed to provoke outrage and anger, leading to higher engagement that algorithms reward with greater visibility and monetization. Influencer Winta Zesu admits making $150,000 last year from posting videos intended to generate “hate comments.” While profitable for creators, experts warn of potential negative societal impacts from the spread of negativity online.
Major platforms are aware of the rise in engagement-bait tactics but have yet to effectively curb the behavior as long as it continues driving lucrative engagement metrics. The controversy highlights tensions between creator incentives, platform business models, and cultivating healthier online discourse.
Industry News
Twitch maintained stable viewership in 2024 with 18.5 billion hours watched, compared to 18.9 billion in 2023. Content creator Kai Cenat emerged as the platform’s dominant force, topping the monthly viewership charts four times. Several new creators like Jynxzi, Caudrel, and caseoh_ achieved first-time placement in Twitch’s yearly top 10, driven by successful subathon events and collaborations.
While the top games list remained largely unchanged, Just Chatting viewership saw significant growth fueled by Kai Cenat’s activities. The report highlights creators increasingly adopting multi-platform strategies while maintaining influence on Twitch for varied content distribution and community engagement..
Venezuela’s Supreme Court has fined TikTok $10 million, accusing the platform of failing to control the spread of viral challenges that allegedly led to the deaths of three children. The court gave TikTok eight days to pay the fine and demanded it establish an office in the country. Venezuela’s president had previously called for TikTok to remove content promoting dangerous viral challenges involving toxic substances or medications. The ruling highlights concerns about the potential harmful effects of social media trends on minors.
New major agencies Whalar and Billion Dollar Boy are launching physical creator spaces called The Lighthouse and FiveTwoNine in early 2025, aiming to facilitate direct collaboration between brands and creators. With 89% of U.S. creators possessing insights brands lack access to and creators projected to earn $15 billion from social media in 2025, these membership-based venues offer production facilities, coworking areas and educational programs.
However, demand is uncertain as only 39% of creators want dedicated physical spaces according to early 2024 data. The spaces could help address rising loneliness and mental health concerns among creators through regular in-person interactions.
TikTok continues to disrupt the industry, offering unique opportunities for brands to connect with audiences. In 2024, successful publishers adopted a community-first approach, leveraging TikTok’s engagement tools to amplify conversations and strengthen bonds with dedicated followers.
To drive deeper connections in 2025, publishers should flex thought leadership, hook users with compelling visuals and storytelling, and explore diverse content formats like photo posts and long-form videos. The new Publisher Insights Hub provides tailored insights, case studies, and best practices to help publishers stay ahead of the curve. Ultimately, agility and authenticity will be key for publishers to make a lasting impact on the platform where culture starts.
President-elect Donald Trump has petitioned the Supreme Court to delay TikTok’s January 19 divestment deadline, marking a significant shift from his previous stance on the platform. Trump’s legal team, through nominee solicitor general John Sauer, filed an amicus brief seeking time for a “negotiated resolution” to preserve TikTok while addressing national security concerns. The move challenges the Protecting Americans from Foreign Adversary Controlled Applications Act, which requires ByteDance to sell TikTok or face a U.S. ban affecting 170 million American users.
Trump’s team cites his “dealmaking expertise” and “electoral mandate” as key factors in finding a solution, though specific plans remain unclear. The request follows TikTok’s unsuccessful attempt to pause the deadline through a federal appeals court. The Supreme Court is scheduled to hear oral arguments on January 10, with Trump’s position notably contrasting his first-term efforts to ban the platform.
As the potential ban on TikTok looms in the U.S., content creators and small business owners are bracing for significant economic impacts. The app’s monetization features like the creator fund, TikTok Shop, and brand partnerships have become crucial income streams for many.
Small businesses report potentially losing thousands in monthly revenue if cut off from TikTok’s platform and audience. While advocates argue the ban threatens free speech, critics are overlooking the real financial hit to the emerging creator economy heavily reliant on TikTok. With a final decision expected soon, entrepreneurs have limited time to pivot strategies as a valued income pipeline hangs in the balance.
The potential TikTok ban in the U.S. could have catastrophic effects on the creator economy. Creators and small businesses relying on TikTok for income face losing over $1 billion in revenue per month if the ban is upheld. The void left by TikTok’s absence may not be easily filled by other platforms like Meta, leaving creators and businesses scrambling.
However, the ban addresses valid national security concerns over data access and Chinese government influence. Ultimately, this highlights the importance for creators and businesses to own their audience through email lists, communities and providing value beyond rented platforms. Companies like Shopify partnered with TikTok for e-commerce may also face significant impacts if the lucrative TikTok shopping integration is disrupted.
Vice President Kamala Harris’s failed presidential campaign made influencer marketing agencies the unexpected financial winners of the 2024 election cycle. Village Marketing Agency emerged as the campaign’s top-paid consultant, receiving $3.9 million for digital consulting services, while Good Influence collected nearly $444,000 and People First Marketing earned $215,000.
Despite this significant investment in social media outreach, the campaign struggled to connect with young voters, with Harris securing only 52% of the youth vote compared to Trump’s 46%. The campaign’s influencer strategy faced several challenges: difficulty booking Harris on popular shows, reluctance from major influencers to support her, and an inability to generate organic viral moments like Trump’s campaign.
Additionally, some influencer endorsements backfired, potentially hurting rather than helping her cause. The extensive spending on influencer marketing was part of a larger pattern that left the campaign $20 million in debt, despite raising a record $1 billion.
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The creator economy reached unprecedented influence in 2024, expanding beyond social media into mainstream politics, business, and entertainment. For the first time, major institutions granted creators equal status with traditional media - the Democratic and Republican National Conventions provided creator credentials, NBC gave 27 creators Olympic access, and Cannes Lions officially welcomed creators.
The Information’s coverage revealed significant industry developments, including ByteDance’s financials, Meta’s abandonment of creator-inspired chatbots, and TikTok’s LA livestreaming studio plans. In a notable shift, TikTok executives viewed a Trump victory as their best chance for US survival. Following his election win, Trump’s legal team petitioned the Supreme Court to delay TikTok’s ban, citing his “dealmaking expertise” as key to preserving the platform. The Information’s Creator Economy Database now tracks 617 companies, up from 50 in 2021, reflecting the sector’s rapid growth and maturation.
TikTok has aggressively pursued e-commerce, making big bets on features like influencer marketing, live selling, and an integrated shopping experience. While initially met with skepticism, TikTok Shop has found success, driving around $1 billion in monthly US sales and $100 million on Black Friday alone. Its popularity with young shoppers signals where e-commerce is heading.
However, challenges remain, including the unpredictability of viral product sales, the threat of a potential US ban, and still relatively small overall sales compared to giants like Amazon. But TikTok’s multi-pronged e-commerce push demonstrates its commitment to the space and foreshadows shopping’s increasingly social and integrated future.
Whalar Group cofounder Neil Waller forecasts major shifts in the creator economy for 2025, highlighting the industry’s continued professionalization and technological advancement. Content creators are expected to adopt more structured approaches, with increased focus on planned content calendars and professional management. AI integration will accelerate across platforms, with creators leveraging new tools for editing, translation, and workflow optimization.
The industry will see expansion in monetization strategies, particularly through online courses, while maintaining creator authenticity. Waller also predicts a surge in mainstream professionals entering the creator space, following the success model of figures like the Kelce brothers in podcasting. The rise of AI-powered audio tools, particularly for multilingual content creation, is expected to drive significant growth in the audio content sector.
The creator economy saw significant M&A activity in 2024, with key deals highlighting industry growth trends. Publicis Groupe’s $500 million acquisition of Influential marked a watershed moment, signaling mainstream advertising’s commitment to influencer marketing. The year’s deals focused on four main areas: influencer marketing platforms, global market expansion, podcasting technology, and talent management consolidation.
Notable transactions included Stagwell’s purchase of Leaders agency, Ykone’s expansion into India through Barcode acquisition, and Wasserman’s gaming creator push via Long Haul buyout. With podcast ad spending projected to reach $2.28 billion and companies like Hershey’s acquiring creator-owned brands, experts predict increased M&A activity in 2025, particularly in AI, newsletter technology, and e-commerce sectors.
The creator economy faces pivotal challenges and transformations heading into 2025, with the $250 billion industry at a critical juncture. TikTok’s potential ban looms as a major threat, despite the platform’s breakthrough success with TikTok Shop generating $100 million in Black Friday sales. Meanwhile, MrBeast navigated a complex 2024, dealing with controversy while expanding his reach through Amazon Prime’s “Beast Games,” a $100 million production.
YouTube continues its dominance with a reported $400 billion valuation, though it experienced significant shifts including the passing of former CEO Susan Wojcicki and the departure of veteran creators like MatPat and Tom Scott. While Goldman Sachs projects the industry could reach $500 billion by 2027, emerging creators face increased competition and algorithmic challenges, with venture capital focusing primarily on AI, social shopping, and influencer marketing sectors.