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- Influence Weekly #374 - Tinder Taps TikTok Influencers To Share Dating App Experiences
Influence Weekly #374 - Tinder Taps TikTok Influencers To Share Dating App Experiences
How E.L.F. Balances Entertainment, Purpose To Tap Into A TikTok Trend
Nii Ahene
January 31, 2025
Spotlight Stories
White House Shake-Up Gives Content Creators Front Row Seat
As Golf TV Ratings Plummet, LIV Golf Signs Deal With Popular YouTuber
Tinder Taps TikTok Influencers To Share Dating App Experiences
How E.L.F. Balances Entertainment, Purpose To Tap Into A TikTok Trend
Upcoming Webinar
First and foremost, thanks for being a Influence Weekly subscriber. We have a lot of exciting new content planned for 2025 and are excited to continue to share new and interesting insights about the creator economy as the year progresses.
From the Tik Tok ban (or not) to the use of AI (or not), we all know that the creator landscape is shifting dramatically - what worked for brands and creators in 2024 won't cut it in 2025.
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Great Reads
The White House is implementing structural changes to give digital content creators and independent journalists greater access to official press briefings. A dedicated first-row seat will now accommodate influencers, podcasters and social media personalities alongside traditional media. This shift aims to adapt the administration’s communications strategy to reflect how younger audiences increasingly consume news through digital channels.
The changes include reinstating press credentials for 440 previously excluded journalists. While opening access to new media, the White House will continue engaging with legacy outlets. These moves represent the latest effort by the administration to directly reach audiences through emerging platforms and content creators as trust in mainstream media declines.
Social commerce app Flip has announced a $100 million creator fund to incentivize creators to join and engage on its platform amid uncertainty around TikTok Shop’s future in the U.S. The program grants equity value ranging from $6,000 to $100,000 based on creators’ follower counts and video performance.
To qualify, creators need either 4,000 Flip followers with 10 recent videos garnering around 3,000 views each, or 20,000 followers on other platforms. Flip has seen significant growth, attracting 250,000 new users daily who spend 35 minutes on the app. With TikTok Shop facing legal barriers, rivals like Flip and WhatNot are rapidly expanding to capitalize on the opening in the U.S. social commerce market.
Influencer marketing startup ShopMy has raised $77.5 million in Series B funding, valuing the company at $410 million. The funding round was co-led by Bessemer Venture Partners and Bain Capital Ventures, with participation from other investors including creator funds. ShopMy’s technology platform provides tools for brands to manage influencer marketing campaigns, identify effective micro-influencers, and generate trackable commerce links.
With over 550 brands and 100,000 creators on its platform, ShopMy plans to use the new funds to expand into new product categories like wellness and food/beverage, and grow its international advertiser base. As AI-generated visuals become more prevalent in advertising, the company anticipates increased demand for the human connection and product recommendations offered by influencer marketing.
Campaign Insights
As professional golf TV ratings decline, LIV Golf has signed a content creation deal with popular YouTube golf influencer Rick Shiels. This partnership aims to boost audience engagement through entertainment-focused content. LIV Golf’s move follows a broader trend across professional tours to prioritize digital creators and influencers in attracting new viewers, especially younger demographics. The strategic shift underscores golf’s efforts to counter dwindling TV viewership by tapping into the popularity and reach of online content creators.
Aston Martin Aramco Formula One Team has selected five TikTok creators as winners of its Creator Collective program, expanding its partnership with the platform that began in 2021. The winners will receive mentorship from Aston Martin’s creative team, access exclusive F1 events, and create content offering fan perspectives throughout the 2025 season.
The collaboration aims to strengthen Aston Martin’s connection with younger audiences on TikTok by highlighting diverse storytelling approaches. It aligns with efforts by sports organizations like the NFL to leverage creators and influencers to engage youth audiences through social media. The initiative represents Aston Martin’s latest step in expanding its digital presence catered toward newer, younger fan bases.
Tinder is leveraging TikTok influencers to combat perceptions that dating apps are less desirable than meeting potential partners in person, especially among Gen Z. The campaign featured influencers sharing their experiences trying in-person dating followed by using Tinder. A study by Hanover Research found the TikTok series made dating apps more appealing to 53% of Gen Z viewers, with 58% saying they’re likely to use Tinder after watching.
The strategy aims to address Tinder parent Match Group’s struggles with declining user growth amid a narrative favoring in-person dating. As Match prepares to report Q4 earnings, the influencer marketing push spotlights efforts to revive the flagship Tinder brand’s appeal among a key demographic.
Voltas Beko, an appliance manufacturer, has launched an influencer marketing campaign featuring 20 creators across lifestyle, nutrition, food, and parenting verticals to promote its HarvestFresh refrigerator technology. The campaign aims to showcase the refrigerator’s three-color light system that simulates the 24-hour sun cycle to preserve vitamins A and C in stored produce.
Partnering with influencers like Kishwer Merchant and Ambika Dutt, who have an estimated combined following of 7.5 million, Voltas Beko intends to drive retail traffic and demonstrate the technology’s capabilities in preserving nutritional content. With the influencer marketing industry in India projected to reach $2.8-3.5 billion by 2028, the campaign aligns with the growing trend of brands allocating substantial marketing budgets towards influencer collaborations.
Meta, the parent company of Facebook and Instagram, has begun testing advertisements on its new social media platform Threads. As Threads reaches 300 million monthly active users, Meta sees an opportunity to monetize the platform that has emerged as a potential alternative to Elon Musk’s X (formerly Twitter). The initial ad rollout features image-based ads appearing in user feeds alongside organic content.
Advertisers can extend existing Facebook and Instagram campaigns to Threads with a single checkbox, requiring no additional creative assets. Meta is implementing brand safety controls and plans to expand third-party verification tools as the program scales. While Meta has measured revenue expectations for now, the move allows them to capitalize on advertiser interest in finding a new home off X. The introduction of ads represents Meta’s first attempt to generate revenue from Threads since its launch in 2023.
Snapchat’s latest research reveals viewers are more engaged with creator-led ads compared to standard brand advertisements. The study found that creator ads held viewers’ attention 12% longer and had 8% longer playtime than regular ads. Involving creators also increased product page views, purchases, and positive brand perception, especially when paired with brand ads. On Snapchat specifically, creators scored higher on relatability, genuineness, and reliability versus other platforms. The research highlights the influential role creators play across the marketing funnel and in driving consumer behavior.
E.l.f. Cosmetics has launched a new campaign featuring Meghan Trainor as captain of “E.l.f. Air,” combining entertainment with purpose-driven marketing around gender equality in aviation. The campaign promotes their Cloud Skin complexion bundle while addressing the gender imbalance among pilots, where men make up over 90% of the profession. Chief Integrated Marketing Officer Patrick O’Keefe emphasizes that the brand seeks collaborators who share their values and humor, rather than just chasing celebrity endorsements.
The campaign was developed in response to growing interest in soft matte makeup on TikTok, where related hashtags have seen a 168% year-over-year increase. The campaign will be distributed across multiple channels, including Trainor’s and E.l.f.’s social media platforms. In an innovative media placement, the content will also appear as in-app Uber ads targeting consumers booking airport rides in the U.S. and U.K. from January 28 to February 28.
Research reveals specific patterns in how users and advertisers are responding to the TikTok disruption, providing insights into social media consumption and platform migration. Nearly 75% of US TikTok users also have active Instagram accounts, suggesting potential pathways for user transition between the platforms. Estimates indicate 55-60% of TikTok usage could shift to Meta’s platforms like Instagram Reels and Facebook in case of a US ban. Leading marketing agencies have already observed significant growth on Meta’s platforms during the disruption.
Financial analysts project Meta could gain $0.30-$0.60 in earnings per share by 2026 for every 10% of US TikTok usage migrating to its apps. However, varying monetization rates across platforms may impact revenue redistribution. As creators and brands evaluate diversification strategies, maintaining a cross-platform presence emerges as a key consideration amid changing user behavior and attention shifts.
Meta recently launched the “Breakthrough Bonus” program, offering TikTok and other platform creators up to $5,000 in bonuses to transition to Meta’s ecosystem. To qualify, creators must post 20 Facebook Reels and 10 Instagram Reels every 30 days for 90 days with original, exclusive content.
Participants gain access to Meta’s monetization program and benefits like free Meta Verified subscription and cross-platform follower displays. This comes as TikTok faces challenges in the U.S., with its app unavailable in major app stores despite President Trump’s recent executive order delaying the ban. Meta aims to attract creators with financial incentives and tools while TikTok’s future remains uncertain.
The Super Bowl has evolved beyond just a game, becoming a battleground for brands leveraging influencer marketing to maximize reach and impact. In 2024, brands prioritizing social-first strategies with influencers saw significantly higher engagement compared to traditional ad approaches. Notable successes included Lindt’s #LifeIsABallWithLindt campaign generating 30 million views, Ritz’s #RitzBlitzes on TikTok amassing 149 million views at a fraction of a Super Bowl ad cost, and Nerds’ partnership with Addison Rae effectively doubling their potential reach.
Engagement and positive sentiment mattered more than mentions, with interactive campaigns like Pluto TV’s viral TikTok filter driving 87% positive sentiment. As Super Bowl LIX approaches in 2025, expect more engaged influencer activations and increased use of interactive, augmented reality content from brands taking an influencer-first approach to drive cost-effective reach and conversation.
Interesting People
Reach Agency CEO Gabe Gordon believes creators are reshaping advertising, moving beyond sponsored posts to become integral to brand strategy. His agency deeply collaborates with creators throughout campaigns to create authentic partnerships, as seen in their immersive meditation experience with Lil Jon for Natural Vitality.
With potential TikTok bans, Reach has protective contract language allowing channel flexibility. Gordon sees the rise of a “creative class” of creators driving transactions and innovative marketing tactics, though remains cautious about AI influencers lacking authenticity. As the creator economy expands with broader brand recognition, Gordon positions Reach as the next generation marketing agency putting creators at the center.
The creator economy is rapidly evolving, leading to increased complexity in tracking and monetizing content across multiple platforms. Adam Rumanek, founder of Aux Mode, recognized this challenge and transformed his company from digital rights management into an automated revenue reporting and content protection platform.
As new monetization features emerge, managing large data streams becomes increasingly difficult. Aux Mode’s solution merges terabytes of data into readable files, giving creators a competitive edge. The platform also provides strategic content protection controls while revealing counter-intuitive insights, like the enduring value of classic content.
Rumanek offers a pragmatic perspective, noting that only a tiny fraction of creators achieve significant platform monetization success. However, he sees opportunities for those diversifying revenue streams and leveraging content strategically. As the industry grows more complex, Rumanek advocates for automation and specialization, enabling companies like Aux Mode to streamline operations and drive growth in the evolving creator economy.
Alex Cooper, the world’s most popular female podcaster, is moving the video episodes of her hit podcast “Call Her Daddy” from Spotify to YouTube. This strategic shift comes as part of Cooper’s transition to SiriusXM, which recently acquired her podcast and podcast collective for up to $125 million. The move expands accessibility, allowing viewers to watch new episodes for free on YouTube.
Cooper teases upcoming developments like new content, shows, and personalities. The change aligns with SiriusXM’s advertising strategy, as YouTube accommodates higher ad loads than Spotify’s video approach. It follows Spotify’s 2024 decision to end audio exclusivity for Cooper’s podcast while maintaining temporary video rights. The platform transition represents an expansion of Cooper’s influential podcast empire under new ownership.
Eric Farber, Founder and CEO of Creators Legal, provides insightful perspectives on key issues facing the industry. Platform instability, with potential TikTok regulations and major changes at Twitter and Meta, highlights the need for creators to diversify their presence across multiple platforms. Intellectual property rights and legal protection for creators’ work are also gaining importance as the industry matures.
Farber emphasizes the global reach of the creator economy, urging creators to adopt professional business practices, maintain work-life balance, and focus on quality content. Creators Legal aims to educate and support creators through legal resources, contracts, and educational initiatives to navigate the complexities of this rapidly growing space.
The NFL is empowering former players to become “media moguls” on YouTube through its Access Pass for Legends program. This initiative gives content creators and athletes permission to use official NFL footage to develop their storytelling and content businesses on the platform. Players like Brandon Marshall, Cam Newton, J.T. O’Sullivan, and Kurt Benkert are among the first to join, allowing them to leverage the league’s archives to build personal brands and monetize content.
The NFL sees this as an opportunity for legends to control their narratives, transition into successful media careers post-playing, and forge closer relationships with the league. YouTube also views it as a way to empower athletes to become powerful creators and influencers. With over 200 million views generated from the initial Access Pass program, the NFL aims to further embrace its athletes’ growing successes in the creator economy.
Industry News
World’s Second-Fastest Growing Restaurant Brand Seeks Influencer Marketing Help For Global Expansion
Jollibee Group, the world’s second-fastest growing restaurant brand, is seeking an experienced Social Media and Influencer Marketing Manager for its North American headquarters. The full-time role requires 5-6 years of relevant experience in managing social media campaigns across Facebook, Instagram, and TikTok, developing influencer strategies, and measuring ROI. Key responsibilities include oversight of the company’s 18 brand portfolios, leveraging tools like Sprout Social, and understanding influencer marketing platforms.
The position offers competitive compensation, including a 401(k) match, potential bonuses, and is available immediately for candidates with marketing/communications degrees passionate about pop culture trends. As the creator economy job market remains hot despite a Q4 2024 cooldown, this represents an opportunity to join a top global QSR brand doubling down on influencer marketing for its expansion vision.
Shine Talent Group, a influencer talent management firm, has acquired Spark Talent Group, expanding its roster with several popular beauty and lifestyle creators. This deal marks Shine’s second strategic acquisition in the creator economy sector, following its 2020 purchase of Fourth Floor Management.
The move reflects broader consolidation trends in the industry, with notable recent transactions including Wasserman’s acquisition of Long Haul agency and Whalar Group’s purchase of Sixteenth. The creator economy saw 65 merger and acquisition deals in 2024, with North America accounting for 61.5% of the transactions. Industry experts anticipate more M&A activity this year as the market environment improves, driven by factors like capability expansion and economies of scale.
Horizon Media, the largest independent U.S. media agency, is actively seeking acquisitions in retail media, influencer marketing, and sports marketing under the leadership of newly appointed president Bob Lord. The strategic move follows the agency’s loss of its long-term Geico account in 2023 and reflects a broader industry shift away from dependence on major clients. The company’s expansion plans come amid strong growth in digital advertising, with global spending projected to reach $776.98 billion in 2025, up from $689.56 billion last year.
North America is expected to dominate with 46.5% of digital ad spending, followed by Asia-Pacific at 28% and Western Europe at 15%. The initiative aligns with increased M&A activity in the advertising sector, particularly following the Omnicom-Interpublic Group merger in December 2024. The surge in deals has been further encouraged by the Trump administration’s favorable stance toward industry consolidation.
Underscore Talent, a leading management company, has signed Bailey Sarian, a prominent creator with over 13.5 million followers across YouTube, TikTok, and Instagram. Sarian is known for combining true crime storytelling with beauty content, earning her recognition as a two-time Forbes Top Creator. Underscore aims to develop Sarian’s brand through premium content initiatives and new product lines, including establishing a podcast network to expand on her existing audio programs. The partnership will focus on amplifying Sarian’s unique storytelling talent and growing her reach in the digital space.
The potential ban on TikTok in the US is prompting social media agencies to reevaluate their creator recruitment strategies and campaign planning practices. Agencies now emphasize working with creators who have a strong multi-platform presence and can adapt content across different social channels. They are including contractual provisions for alternative content deliverables in case of platform disruptions.
Agencies are also investing more in research to analyze creators’ audience demographics and content performance across platforms to inform cross-posting strategies. Overall, the TikTok situation has underscored the need for agility and diversification in the creator economy to mitigate risks associated with overreliance on a single platform.
TikTok has surpassed YouTube in global advertising revenue, generating $63.3 billion compared to YouTube’s $33.3 billion, according to new data from Omdia. The platform now boasts 1.9 billion monthly active users worldwide, with 145 million in the U.S. market generating approximately $8 billion in ad revenue.
Research shows significant platform overlap among users aged 18-35, with 92% of TikTok users also engaging with YouTube monthly, and 61% using YouTube daily. Instagram Reels and Facebook Video attract 76% of TikTok users monthly, with daily usage rates of 50% and 44% respectively. Viewing habits differ between platforms, with YouTube seeing 52% of U.S. consumption on television screens, while TikTok remains primarily mobile-focused.
Hispanic users show notably higher engagement with TikTok compared to non-Hispanic users. In the event of a TikTok ban, analysts predict users would likely increase engagement with YouTube and Meta platforms rather than adopting new alternatives, though emerging platforms like Whatnot have gained traction during ban discussions.
Negotiations to preserve TikTok’s U.S. operations could conclude within days as ByteDance, TikTok’s parent company, is advancing talks with potential buyers amid regulatory pressure. A ByteDance board member signaled that a deal involving a partial stake sale or alternative solution not requiring full divestiture is nearing completion.
Prospective buyers include tech executives like Elon Musk and Oracle’s Larry Ellison, as well as creator Jimmy Donaldson (MrBeast). President Trump indicated openness to a 50% sale after issuing an enforcement delay, framing it as a business opportunity following his recent experience on the platform. The original legislation mandated TikTok’s sale by January 19 to prevent a U.S. ban..
YouTube star MrBeast, whose real name is Jimmy Donaldson, has sparked speculation that he intends to bid for TikTok’s U.S. operations to prevent a nationwide ban. On January 13, Donaldson tweeted about potentially buying TikTok. Days later, he released a video claiming support from unnamed billionaires to make an offer to TikTok’s parent company ByteDance. However, Donaldson’s spokesperson clarified he has no exclusive agreements with any bidding groups yet.
The situation arises from a recent Supreme Court ruling upholding a federal law requiring ByteDance to divest TikTok’s U.S. assets to an American company over national security concerns. TikTok has 75 days before the ban takes effect, per an executive order extending the timeline.
At least three potential buyer groups have emerged, including consortiums led by Employer.com’s CEO, investors backing “The People’s Bid,” and reported preliminary interests from Elon Musk. Valuations from analysts range from $20 billion to $50 billion for TikTok’s U.S. business and algorithm. ByteDance maintains it does not plan to sell, setting up a pivotal decision over TikTok’s American future as the 75-day countdown continues.
Used phones with TikTok pre-installed are selling for premium prices on online marketplaces after the app became unavailable for new downloads from U.S. app stores due to recent legislation. Listings include an iPhone 16 Pro Max priced at $50,000 and other devices in the hundreds of dollars range.
The creators of TikTok shut down the app initially but have since restored access for existing users, though it remains absent from official download channels. Industry experts view the phenomenon as evidence of creator platform dependency, with some noting improved productivity following the app’s brief removal. The situation draws parallels to the 2014 Flappy Bird incident when discontinued games commanded high resale prices.
The creator economy is rapidly evolving, with a new movement called “Own the Creative” launching an ambitious bid to acquire majority control of TikTok’s U.S. operations through crowdfunding. This initiative aims to prevent billionaire investors like Elon Musk and former U.S. Treasury Secretary Steven Mnuchin from taking over the platform.
By putting 51% of TikTok shares in the hands of content creators through an elected advisory board, Own the Creative seeks to build a fair, innovative platform driven by its true visionaries - the creators themselves. The proposal addresses data security concerns while enabling public investment and community-driven content moderation. As multiple high-profile figures compete for TikTok ownership amid its pending sale, this creator-led movement represents a power play to maintain the spirit of creative innovation that fueled TikTok’s meteoric rise.
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Chinese social app RedNote has become an unexpected cultural bridge as Americans fleeing potential TikTok restrictions discover homestyle Chinese cooking. The app has sparked a viral sensation around steamed egg custard (jidan geng), with over 41,000 posts and 3.2 million views under the #steamed_egg hashtag. American users like Texas mom Zaire Perry are forming cross-cultural connections through recipe sharing, despite language barriers.
Perry’s friendship with Chinese user Hu Xiaoman exemplifies how food is fostering meaningful cultural exchange, with the pair now sharing daily life experiences beyond cooking. The platform’s growing popularity has impacted U.S. Asian grocery stores, with some reporting unprecedented visits from teenagers seeking ingredients for Chinese recipes. Social influencers like Eshita Starr, whose steamed egg tutorial gained over 46,000 likes, are helping popularize traditional Chinese dishes.
Dash Social has entered the competitive creator marketing space with a new platform following a seven-figure development investment. The social media management company, which serves major brands like Amazon and Unilever, spent 15 months building its Creator Management platform to help brands streamline influencer campaigns from conception to analytics.
The expansion comes amid significant consolidation in the creator tech industry, with recent deals including Mavely’s $250 million acquisition by Later and Sprout Social’s $140 million purchase of Tagger Media. The sector is attracting substantial investment as U.S. influencer marketing spending is projected to reach $9.3 billion in 2025.
CEO Thomas Rankin says Dash Social built its platform in-house rather than pursuing acquisitions, dedicating two engineering teams to ensure seamless integration with their existing services. French fashion brand Ba&sh is among the first to adopt the platform, which leverages Instagram and TikTok APIs to verify creator authenticity.
Steve Stoute, founder and CEO of UnitedMasters, talks about reinventing the music industry through technology and the creator economy. UnitedMasters provides a platform for artists to distribute music, access brand partnerships, and retain ownership without traditional record labels. In 2024, UnitedMasters artist FloyyMenor had the global #1 song on TikTok, proving the model’s success. Stoute believes the creator economy is the future, with brands investing heavily in creators beyond live sports.
He advises leaders transitioning legacy businesses to start executing on their vision, even if imperfect initially, and adapt as conditions evolve. The music industry is undergoing a massive shift, with more new music released than ever before, driven by independent artists from around the world empowered by technology platforms like UnitedMasters.
TikTok star Bridgette Vong’s breakup video went viral, gaining millions of views. She leveraged this unexpected fame to build a full-time influencer career, amassing brand deals and quitting her corporate job. Her authenticity in documenting her healing journey resonated with viewers, turning a heartbreak into an income opportunity surpassing her prior earnings. The virality was the catalyst for Vong to transition from marketing into content creation professionally, showcasing how creativity and strategic promotion can transform personal experiences into sustainable online careers within the creator economy.
A new wave of social media influencers is emerging around GLP-1 weight loss medications like Ozempic, raising concerns among medical professionals. These “Ozempic influencers” are sharing discount codes and personal links for prescription medications while building significant followings through weight loss journey content. Medical experts warn that this trend oversimplifies serious medical interventions. Dr. Suzanne Wylie emphasizes that these prescription-only medications require proper medical assessment and monitoring, not social media promotion.
The MHRA has reported 18 deaths potentially linked to weight-loss injections over the past four years. TikTok has responded by implementing age restrictions on weight-loss content and removing it from the “For You” page. Some pharmacies, like MedExpress, now prohibit public advertising of discount codes. However, influencers are finding workarounds, directing followers to private messages for codes.
The parasocial relationships between influencers and followers are particularly concerning, as viewers trust unqualified advice about serious medical decisions. Healthcare professionals stress that these medications, designed for clinical obesity and type 2 diabetes, carry significant risks including thyroid tumors and pancreatitis when used without proper medical supervision..