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- Influence Weekly #371
Influence Weekly #371
Nii Ahene
January 10, 2025
Spotlight Stories
Later Expands Creator Commerce Reach With $250M Mavely Purchase
How The Military Recruitment Crisis Pushed The Pentagon To Fund MrBeast, TV Stars In A Bid To Woo Gen Z
Ipsos And TikTok Survey Reveals Platform Of Choice For US Shoppers
PayPal Sued Over Browser Extension Allegedly Diverting Creator’s Commission
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Great Reads
Later, a leading influencer marketing platform, acquired creator commerce company Mavely for $250 million, funded by an investment from Summit Partners. The deal combines Later’s AI analytics with Mavely’s network of over 120,000 creators who have driven $1 billion+ in sales across major brands.
Mavely’s founding team, including CEO Evan Wray, will join Later’s leadership to integrate their technologies and provide end-to-end creator marketing solutions from awareness to conversion. The merger positions Later to offer more comprehensive data-driven outcomes for brands while giving creators enhanced monetization opportunities within its ecosystem.
With a $156.4 billion global market value, the creator economy saw 65 merger and acquisition deals in 2024, a slight dip from 2023 but expected to rebound in 2025 amid favorable economic conditions. Key trends driving deals included talent market consolidation, convergence of content and commerce, adoption of AI creator tools, and global expansion beyond North America’s lead.
Media businesses garnered the highest valuations up to 12.7 times EBITDA, while the first billion-dollar deal is anticipated soon given rapidly growing platforms and content creators. As the space matures, companies with proven, profitable models will be most attractive, with increased use of performance-based earnouts focused on long-term value creation.
The creator economy platform Connyct aims to provide college students with a private, community-focused social network connecting online interactions with campus life. Co-founder Matthew Berman saw a need for a platform tailored to college students’ desire to meet people, find shared interests, and coordinate real-world meetups during this transformative life stage.
Connyct emphasizes privacy through .edu verification and U.S.-based hosting, while integrating licensed music and event coordination features to enhance content creation and facilitate campus activities. The platform gives creators control over their communities and monetization opportunities. Connyct prioritizes fostering genuine human connections over AI trends, meeting a demand for closer online communities that extend into real life.
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Campaign Insights
The U.S. Department of Defense approved funding for mainstream TV shows featuring celebrities like MrBeast, Kelly Clarkson, and Guy Fieri in 2023 as part of a strategy to boost declining military recruitment among Gen Z.
Documents reveal the Pentagon gave production support through agreements that typically allow influence over content in exchange for access to military assets. This soft power approach builds on the military’s historical collaborations with entertainment like the 1986 film Top Gun.
As traditional recruitment channels struggle with Gen Z, the Pentagon is tapping into influencers’ massive reach on platforms like YouTube, TikTok, and social media, where younger generations consume most content. Other recent initiatives include an army psychological operations recruiting video and inviting creators to the 2024 NATO summit. The entertainment partnerships aim to present the military favorably and increase public understanding amid challenges like disinformation spreading rapidly online.
TalkShopLive, a livestream shopping platform, is rolling out shoppable short-form videos called TSL Shoppettes for Meta’s Instagram and Facebook Reels. This move aims to capitalize on the potential ban of TikTok in the U.S. and its popular shoppable video format.
The Shoppettes feature lets users attach up to 5 products per 15-90 second Reel, enabling viewers to instantly purchase by commenting “shop.” Initially launching on Meta platforms due to their partnership success, TalkShopLive plans to expand Shoppettes across retailers and its distribution network in early 2025.
With TikTok’s uncertain future creating opportunities, TalkShopLive’s embeddable video player allows shopping across multiple channels. The company achieved profitability in 2024 as video commerce grows rapidly. While an early iteration requiring more integration, Shoppettes signal TalkShopLive’s strategic shift to counter TikTok’s potential absence with shoppable short-form videos.
New research from TikTok and Ipsos reveals TikTok is emerging as the platform of choice for brand discovery and shopping among U.S. consumers. Three key findings: 1) 75% identify TikTok as their primary destination for discovering new brands and products.
2) TikTok’s personalized recommendations and search capabilities are driving product discovery, with users leveraging both intentional searches and spontaneous discoveries on the app.
3) 64% of TikTok shoppers have made purchases after seeing ads or shoppable content, demonstrating the platform’s influence across multiple sales channels beyond just e-commerce. The research highlights TikTok’s growing importance in the retail marketing mix for reaching and converting customers.
PayPal is facing a lawsuit from YouTube creator LegalEagle, who alleges that PayPal’s browser extension Honey is diverting affiliate marketing commissions away from content creators. The lawsuit claims when viewers click on a creator’s affiliate link, Honey replaces it with its own affiliate link, resulting in commissions being paid to Honey instead of the creator.
LegalEagle characterizes this as undermining the affiliate marketing system and is seeking class-action status, inviting other creators to join the legal action. PayPal disputes the allegations, stating Honey follows industry practices. This follows recent criticism of Honey from other creators and highlights cybersecurity threats targeting influencers through malicious promotional campaigns.
The podcasting industry is rapidly evolving with new trends shaping its growth and future direction. YouTube has emerged as the dominant platform, capturing 31% of weekly listeners, driving video integration and creating new advertising opportunities.
Artificial intelligence is transforming various aspects, from content creation to personalization and translations. Social media integration fosters community building and amplifies virality. However, the era of massive deals is waning as the industry consolidates, though independent creators remain vital. As podcasting matures, innovation, authenticity, and strategic brand integration will be key for sustained success in this dynamic space.
The alcohol industry significantly increased its podcast advertising spend in November 2024. According to Magellan AI data, total alcohol ad spending doubled between October and November, reaching $6.5 million. This represented a 71% year-over-year increase compared to November 2023. The biggest podcasting category for alcohol brands was Society & Culture shows, capturing $2.1 million in ad spend.
Most ads (94%) focused on brand awareness rather than direct response. The top alcohol advertiser was Bartesian, an at-home cocktail maker, spending a record $3.3 million on podcasts ads in November. The pharmaceutical industry also saw a major 83% month-over-month increase in podcast ad investment, totaling $5.3 million, led by trade group PhRMA at $2.5 million as lawmakers weigh restricting drug advertising.
Interesting People
Dubai-based content creator Mahmoud Sidani, known as Mr. Moudz, has transformed his nearly 1 million social media following into a successful fragrance business called ByMoudz. The brand launched direct-to-consumer in mid-2024, selling out multiple times solely through Sidani’s engaged social presence without traditional press. His strongest sales driver is Snapchat, generating around 20 times more conversions than Instagram.
ByMoudz’s initial fragrances June Child and Sapphire sold out twice in the first week at a Dubai mall. Sidani collaborates with followers on product development and is expanding into new scents and categories like eyewear while relocating production to Europe. The brand’s origin connects to Sidani’s father gifting fragrances, captured in the philosophy “Fragrance is the voice of memory, whispering timeless stories.”
A former Chick-fil-A employee’s viral TikTok setback has transformed into major brand partnerships. Miriam Webb, known as “MiritheSiren,” turned her employee meal reviews into a social media phenomenon before corporate policy concerns ended her fast-food content creation.
The 23-year-old’s authentic personality and community engagement caught major brands’ attention after leaving Chick-fil-A. Wingstop, Panera Bread, and Claire’s quickly reached out with collaboration offers. Webb’s influence grew further when she met Rihanna after expressing hope for a Fenty partnership during a News Nation interview.
Now hosting “Flavors with Wingstop” featuring celebrity guests, Webb’s trajectory from fast-food worker to brand influencer showcases social media’s career-transforming potential amid TikTok’s uncertain future. Her success story emerges as the platform faces a potential January 19 ban, highlighting both opportunities and challenges in the evolving creator economy.
Inoxtag, born Inès Benazzouz, is a phenomenally successful 22-year-old French YouTube influencer and content creator. From humble beginnings posting Minecraft videos as a child, he now has 9 million YouTube subscribers and 20 million followers across social media. His success is attributed to an authentic connection with his audience through innovative, adventurous video projects like swimming with sharks or cycling grueling races.
His recent documentary Kaizen about climbing Mount Everest was a viral smash hit with over 40 million views. Inoxtag has transcended gaming content to become an inspirational voice for younger generations on cultural, social and environmental issues through partnerships with major brands seeking his influence. With a best-selling manga and lucrative sponsorships, his fame and wealth continue soaring as he redefines the influencer economy.
A Hampshire filmmaker has won Rising Star Creator of the Year at the inaugural UK TikTok awards for his cinematic travel content. George Harper, 31, has built a following of over 55,000 viewers with immersive videos showcasing destinations from Marrakech to Snowdonia, with some posts reaching three million views.
The freelance videographer received the honor at a major London event attended by 800 content creators and industry figures. Harper’s work combines professional cinematography with authentic travel experiences, focusing on unique perspectives and lighting to create engaging content that both entertains and educates aspiring filmmakers.
The award comes amid uncertainty for the platform, as TikTok faces a potential U.S. ban by January 19 unless parent company ByteDance sells to a non-Chinese buyer. Despite these challenges, creators like Harper continue to innovate on the platform, with his success highlighting TikTok’s role in launching creative careers and connecting global audiences through visual storytelling.
TikTok’s head of North American ad sales, Sameer Singh, announced his departure from the company amid ongoing uncertainty around a potential U.S. ban. Singh had navigated TikTok through tumultuous political pressures in 2024 as the U.S. passed legislation requiring ByteDance to sell TikTok or face a shutdown by January 19th if no progress is made.
While the legal battle continues, with the Supreme Court reviewing the law’s constitutionality on January 10th, Singh’s exit opens a key leadership position overseeing TikTok’s critical U.S. ad business as brands await clarity on the app’s fate. Singh’s responsibilities will be temporarily absorbed by his boss Blake Chandlee as TikTok undertakes a search for Singh’s replacement.
Loren Gray, a 22-year-old social media influencer with over 90 million followers across TikTok and Instagram, is leveraging her massive following to build a long-lasting brand. Despite her seemingly frivolous posts, Gray is a shrewd businesswoman, earning over $1 million annually through brand deals with companies like State Farm, Revlon, and Target.
She understands the importance of consistency, originality, and follower-brand fit in influencer marketing. Gray also uses her platform to advocate for mental health awareness and kindness online. With aspirations in acting and music, and an accounting degree in progress, Gray demonstrates that influencers can transcend superficial content and build enduring personal brands in the creator economy.
Industry News
Squad, an influencer marketing platform, has partnered with Famous Birthdays to introduce a “Sponsor” button that directly connects brands with creators for marketing campaigns. This integration combines Famous Birthdays’ database of over 25 million monthly visitors with Squad’s influencer marketing platform.
Brands can click the “Sponsor” button on creator profiles to initiate contact through Squad’s system. Squad then leverages its network to facilitate deals, handling negotiations from initial contact to final execution. The partnership aims to solve accessibility issues between brands and creators, while providing global, multilingual capabilities. By streamlining the deal-making process, it brings much-needed structure and transparency to the influencer marketing industry.
Venezuela’s Supreme Court has ordered TikTok to pay a $10 million fine for failing to prevent viral challenges linked to three recent child deaths in the country. The ruling cites TikTok’s lack of “adequate measures” to stop the spread of dangerous viral content and requires the platform to open a local office. Venezuela has blocked websites before for noncompliance, and recently banned Twitter temporarily amid tensions over the 2024 presidential election. The U.S. is also weighing a potential TikTok ban, with the Supreme Court set to hear arguments on forcing ByteDance to sell the platform’s American operations.
The U.S. Department of Justice urged the Supreme Court to reject President-elect Donald Trump’s request to delay implementing a law that would ban TikTok or force its sale by January 19th. The DOJ argues Trump has not demonstrated likely success on the merits required for postponement. Trump seeks time after inauguration to pursue a political resolution, while the DOJ emphasizes national security concerns over ByteDance’s control of TikTok’s data on 170 million Americans.
TikTok challenged the law on First Amendment grounds, arguing content moderation, not data practices, prompted the ban attempt. Without court intervention, new downloads would be prohibited, eventually rendering the app unworkable, though existing users could still access it initially.
Meta (Facebook) has added UFC President Dana White, Exor CEO John Elkann, and investor Charlie Songhurst to its board of directors as the tech giant intensifies focus on AI and emerging technologies. The appointments position Meta for closer engagement with the incoming Trump administration on tech policy. While some employees welcomed White’s sports experience, others raised concerns over his past incident involving domestic violence.
Meta has been removing criticism of White from internal channels, prompting disquiet among staff about the company’s direction amid broader leadership changes in the policy team. The appointments come as Meta modifies election misinformation policies and prepares for discussions with the new administration after restoring Donald Trump’s accounts and leveling accusations against Biden over censorship.
Gen Z consumers are embracing the “underconsumption core” trend popularized on TikTok, reducing spending to save hundreds of dollars monthly. A CouponFollow survey reveals 60% of Gen Z respondents follow this lifestyle, saving an average of $250 per month by cutting expenses like dining out, online shopping, and subscription services.
While adopting a savings mindset inspired by TikTok, some still increase spending on certain items like footwear and beauty products. The trend’s impact extends beyond finances, with nearly 75% reporting decreased impulse buying after adopting these practices. As TikTok faces potential bans, this movement highlights the platform’s influence on Gen Z’s financial habits and consumption patterns.
Internal documents from TikTok revealed in a Utah state lawsuit show concerning safety issues with the platform’s livestreaming feature, adding to the company’s mounting legal challenges ahead of a potential U.S. ban. Project Meramec investigations found hundreds of thousands of underage users bypassed age restrictions on TikTok Live in early 2022. The unsealed documents detail internal investigations that discovered criminal activities, including exploitation of minors and illicit transactions.
Utah’s lawsuit joins actions from 14 other state attorneys general and the Justice Department targeting TikTok’s handling of young users’ data and safety. TikTok disputes these characterizations as misleading and outdated, stating they’ve implemented new safety measures. However, the timing is particularly challenging as the platform faces a Supreme Court hearing on January 10 regarding the nationwide ban set for January 19, which requires ByteDance to sell TikTok or cease U.S. operations amid national security concerns.
Meta mistakenly restricted access to LGBTQ-related hashtags and search terms on Instagram for teen users for several months under its “sensitive content” policy. The restrictions were put in place when Meta expanded content controls for teenagers in 2023, automatically enabling filters for accounts under 18. Posts with hashtags like #lesbian, #gay, #trans were hidden, while heterosexual content remained accessible.
LGBTQ creators and teens attempted to raise awareness but faced low visibility. After media inquiries, Meta admitted the restrictions were a mistake and reversed them, stating they don’t consider LGBTQ terms sensitive. However, advocacy groups criticized Meta for not properly testing the changes before launch and categorizing some LGBTQ hashtags as sensitive content by default for young users.
Meta, the tech giant behind Facebook, Instagram, and Threads, is ditching its fact-checking program and partnerships with third-party fact-checkers in favor of a community-driven system similar to X’s Community Notes. CEO Mark Zuckerberg announced the company will focus its automated content review on “high severity violations” like terrorism and child exploitation, while relying more on user reporting for other issues.
The policy shifts, aimed at reducing “censorship” of innocent posts, will affect billions of users globally as Meta rolls out the changes first in the U.S. The move has drawn criticism from accountability groups concerned about misinformation but praise from X leadership for upholding free speech. Meta is also relocating its content moderation teams to Texas and adjusting some policies around political content and topics like immigration and gender.
Meta’s decision to end third-party fact-checking on Facebook, Instagram and Threads has sparked polarized reactions, with conservatives applauding the move towards “free speech” and liberals concerned about the spread of misinformation. However, the announcement reflects a years-long pivot by Meta away from the liberal vision of fighting “misinformation,” driven by a changing political climate and the company’s pursuit of user growth and regulatory avoidance.
While splashy, the policy shift primarily serves as marketing to the power structure, as content moderation decisions ultimately take a backseat to the algorithms that dictate what users see. Meta’s gestures towards the right, including leadership appointments and relocating teams, highlight how politics has always shaped the public expression of tech platforms’ values, with “responsibility” giving way to “freedom” as the watchword in a post-Trump era.
Registration Required
A looming TikTok ban is meeting widespread skepticism from the platform’s top creators and advertisers, who are maintaining business as usual despite the January 19 deadline. The ban, mandated by Congress unless ByteDance sells to a non-Chinese buyer, faces a crucial Supreme Court hearing on January 10.
Major creators like Sarah Perl, who built a million-dollar business on TikTok’s 170 million U.S. users, are proceeding without backup plans. Madison Avenue shares this confidence, with digital ad firm Tinuiti’s president noting they’re “stuck in an endless state of limbo.” The platform currently commands 4% of U.S. digital ad spending.
President-elect Trump has requested the Supreme Court pause the ban while seeking an alternative solution. If enacted, the legislation would remove TikTok from U.S. app stores and block internet hosting services, though existing users could temporarily retain access. This marks the strongest regulatory challenge yet to TikTok, following failed attempts in 2020. The Chinese government opposes a forced sale, while ByteDance estimates U.S. creators would lose $300 million monthly in earnings under a ban.
TikTok, the cultural trendsetting app with over 170 million US users, faces a potential nationwide ban on January 19th due to national security concerns over its Chinese ownership. Despite ongoing legal battles, the app’s parent company ByteDance has refused to sell its US operations to avoid the ban.
With almost two-thirds of adults under 30 using TikTok regularly, the loss of this platform would disrupt a major engine of cultural production and product discovery. Brands relying on TikTok for over $17 billion in shopping revenue and creators driving viral trends would need to adapt their strategies if the app is ultimately banned in the US market.
Legal scholars warn the Supreme Court’s upcoming TikTok ruling could reshape American free speech protections. The January 10 hearing will evaluate Congress’s ban on the app, which joins similar restrictions in countries like Afghanistan, India, and China’s Hong Kong territory. The legislation requires ByteDance to sell TikTok by January 19 or cease U.S. operations, potentially disconnecting 170 million American users.
While the D.C. Circuit Court upheld the ban citing national security concerns, critics compare it to authoritarian censorship practices. President-elect Trump has requested the Court delay implementation while his administration seeks an alternative solution. Legal experts warn the case could set a dangerous precedent for government control of online platforms, contrasting with landmark free speech protections like the Pentagon Papers ruling. The decision’s impact could extend beyond TikTok to affect broader digital communication rights and future content moderation policies.
The influencer marketing industry is rapidly evolving, with spending expected to reach $9.29 billion in the US this year, up 14.2% from 2024. This growth outpaces digital and social ad spending, though influencer marketing remains a smaller portion of total marketing budgets.
Brands are taking influencer campaigns beyond social media to channels like CTV and OOH, while creators diversify revenue streams. As the space matures, marketers demand better measurement tactics and clear ROI, pushing for more paid media behind influencer partnerships. Agencies are adapting to these changes, with influencer marketing now a core service rather than an add-on.