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- Influence Weekly #376 - How U.K.-based Creators Took Advantage Of The U.S. TikTok Outage
Influence Weekly #376 - How U.K.-based Creators Took Advantage Of The U.S. TikTok Outage
Poppi’s Super Bowl Vending Machine Campaign Faces Criticism On Social Media
Nii Ahene
February 14, 2025
Spotlight Stories
Instagram Biggest Beneficiary Of U.S. TikTok Ban, Sees 16% Jump In Posts
YouTube Reveals Connected TV Tops Mobile, Desktop Watch Time In U.S.
Game On For Snapchat X NFL Creator Program, AR Experience
Alabama's Ryan Williams Announces NIL Contract with Nail Polish Brand in IG Video
Great Reads
U.K.-based creators capitalized on the January 2025 TikTok outage in the U.S. by increasing their posting activity by 15% in the week following the incident. This came as U.S. creators decreased their TikTok posting by 3% amid uncertainties over a potential nationwide ban, instead prioritizing content urging users to follow them on other platforms.
The content vacuum allowed British creators’ more entertainment-focused videos to gain traction with both U.S. and U.K. audiences desperate for a break from ban-related updates. However, with many top U.K. creators still relying heavily on U.S. viewership, a prolonged TikTok ban could jeopardize sponsorship opportunities despite this short-term viewership spike.
Instagram has emerged as a major beneficiary of the U.S. TikTok ban, recording a 16% jump in creator posts on its Reels feature, while retaining consistent viewership with only a 4% decline. In contrast, YouTube Shorts witnessed a 14% rise in content but suffered an 18% drop in average views per video. TikTok usage saw a modest 3% decrease in posts, coupled with a 9% reduction in average views.
The UK market showed divergent trends, with creators increasing their TikTok presence by 15% but experiencing a 16% decline in average views. The study by Billion Dollar Boy indicates creators are maintaining a multi-platform approach, strengthening their presence on alternative platforms while sustaining TikTok audiences. As the ban continues, creators demonstrate adaptability in diversifying content strategies across multiple platforms to retain engagement and revenue streams.
YouTube’s CEO revealed that Connected TV now tops mobile and desktop for watch time in the U.S., reflecting a broader shift towards streaming TV viewing. YouTube has become an epicenter of culture, broadcasting major events while enabling creators to build sophisticated business operations beyond just ad revenue. Connected TV viewing averages over 1 billion hours daily, with YouTube TV reaching 8 million subscribers.
Artificial intelligence is impacting content creation, with plans to make auto-dubbing available to all creators. YouTube emphasizes responsible AI development to protect creators. As streaming accounts for 43% of total TV time globally, YouTube is positioning itself at the convergence of traditional TV and digital video.
Campaign Insights
Poppi, a prebiotic soda brand, faced backlash on social media for its Super Bowl marketing campaign that sent free vending machines to influencers and athletes’ partners. While intended to create buzz ahead of its Super Bowl ad, many criticized the move as tone-deaf for gifting expensive machines to already wealthy influencers. Competitor Olipop fueled the controversy, claiming each machine cost $25,000, which Poppi denied.
The backlash highlights shifting consumer attitudes towards influencer marketing tactics. Poppi responded by clarifying the machines were not one-time use and would be deployed at events and giveaways. The rivalry between the two brands intensified amid aggressive marketing spend by both companies vying for dominance in the prebiotic soda market.
Snapchat unveiled its first official NFL creator partnership for Super Bowl LIX, along with new augmented reality features. The NFL x Snapchat Creator Program enabled selected Snap Stars to produce behind-the-scenes Super Bowl content utilizing NFL-partnered AR Lenses. Allegiant Stadium integrated Snapchat’s real-time AR experiences, including virtual helmet try-ons and team augmentations.
With 90% of Snapchat users engaging with sports content weekly, the platform introduced several new AR tools like live game highlights, jersey try-ons with shopping links, and a dedicated Super Bowl AR Bar. This collaboration expands Snapchat’s existing sports infrastructure, leveraging content engagement to drive retail opportunities through real-time, shoppable AR experiences tied to the live event..
The rise of the creator economy has blurred the lines between brand creative and performance marketing. Tuff, a growth marketing agency, takes an innovative approach by integrating brand storytelling with data-driven strategies to drive measurable business growth. Their methodology positions growth marketers at the center, coordinating creative and performance teams through ongoing collaboration and data analysis.
Tuff builds strong partnerships with clients, adapting their approach for e-commerce brands requiring agility, and B2B SaaS companies needing nuanced messaging. They leverage AI strategically while emphasizing human creativity. As platforms shape consumer behavior, Tuff sees brand and performance converging, creating opportunities for expertise-focused creators to thrive through authentic, industry-specific content. By combining creative excellence with performance metrics, Tuff transforms marketing campaigns into growth engines.
Alabama football star Ryan Williams has signed a groundbreaking NIL deal with Sally Hansen nail polish, continuing a personal tradition that began with his sister. The 18-year-old freshman receiver, who dominated the SEC with 865 receiving yards and eight touchdowns last season, announced the partnership Sunday on Instagram. The deal marks Sally Hansen’s second major collegiate athlete partnership, following their successful collaboration with former Duke basketball player Jared McCain.
Williams’ signature pre-game ritual of painting his nails caught the beauty brand’s attention after his breakout performances, including a pivotal 177-yard game against Georgia. The partnership represents a growing trend of unique NIL opportunities extending beyond traditional male athlete endorsements. Williams, who was ranked as the number three receiver in his recruiting class, joins a select group of college athletes partnering with beauty brands, expanding the scope of NIL deals in collegiate sports.
In a first for the World Economic Forum (WEF) in Davos, TikTok established a dedicated “Experience Space” and brought four prominent creators representing diverse fields like health advocacy, journalism, psychology, and environmental activism. They participated in panel discussions and meetings with global leaders to share success stories on leveraging the platform for positive impact.
Key highlights include a U.S. creator spearheading TikTok’s largest fundraising effort for the American Heart Association, a Nigerian journalist addressing misconceptions about Africa, and creators discussing mental health resources and climate action. The interactive Experience Centre attracted hundreds of visitors and showcased TikTok’s safety measures amid its uncertain fate in the U.S. Despite challenges, TikTok’s global advertising revenue has reached $63.3 billion, nearly double YouTube’s, with 1.9 billion monthly active users worldwide.
Influencer collaboration costs are declining across major platforms, but the User-Generated Content (UGC) market is emerging as a bright spot, according to a new report from influencer marketplace Collabstr. The average cost per influencer partnership fell to $202 in early 2025, down from $214 the previous year, with platforms like TikTok seeing a 32.68% decrease. However, 66% of creators now offer UGC services, up from 26% in 2024, with rates dropping 44.37% to an average of $198.06.
UGC is outperforming traditional branded content, with 93% of marketers saying it delivers better results. While overall costs decline, some niche categories like LGBTQ+ content maintain premium rates. Location also impacts pricing, with top-paying cities like Salt Lake City averaging $421 per collaboration. The global creator economy is projected to grow from $191 billion in 2025 to $528.39 billion by 2030.
Levoit, a smart home products brand, launched a successful social media influencer campaign to boost awareness and sales. Partnering with marketing agency Joybyte, they tapped over 100 lifestyle influencers across Instagram, TikTok, and Facebook to showcase Levoit’s air purifiers, vacuums, and other products.
Targeting key demographics like pet owners, minimalists, and mothers, the campaign generated 3.9 million views, 550+ conversions, and a significant sales uplift during Black Friday/Cyber Monday. By leveraging trusted influencer voices, Levoit expanded its reach and drove engagement, proving the effectiveness of an influencer-driven strategy for increasing brand visibility and revenue.
U.S. influencer marketing spend is projected to grow 14.2% to $9.29 billion in 2025, excluding paid amplification and non-social media costs. Key trends include the rise of local and niche creators, shift toward sustainable content strategies over viral hits, and increased use of AI tools for measurement.
While a potential TikTok ban could impact around 20% of spend, the creator economy extends beyond any single platform. Creators are building multi-platform audiences and pursuing licensing deals, with mid-tier influencers expected to gain renewed relevance as algorithms reduce the importance of follower counts for business outcomes.
Interesting People
Fashion influencer Nicky Campbell, an industry veteran turned social media commentator, has signed with talent management firm The Jeffries for representation across platforms and in-person opportunities. After viral success from his candid awards show commentary, Campbell joins The Jeffries’ roster alongside notable clients like Evan Mock and NLE Choppa.
With a background at Vogue, the CFDA, and leading social strategy for brands, Campbell’s strategic experience underpins his rise as a discerning digital voice. As the fashion influencer marketing industry projects explosive growth, reaching $86.1 billion by 2032, Campbell is positioned to capitalize on increasing demand for authentic creator talent and perspectives.
Jordan Howlett, a creator with 35 million followers, was given unprecedented access by the Los Angeles Lakers to cover Luka Dončić’s blockbuster trade to the team. His behind-the-scenes coverage for the press conference, facilitated by Greenlight Group, demonstrated how sports teams are increasingly embracing creators for authentic fan engagement.
Howlett’s investigative approach and ability to move at the speed of culture allowed him to capture the moment’s excitement while traditional media lagged. The activation marks the launch of his Stallion Sports initiative and signals a broader shift where creators complement traditional sports media with immediacy and direct fan connections.
Boxing superstar Canelo Alvarez has signed a four-fight deal with Saudi Arabia’s Riyadh Season, abandoning negotiations with influencer-boxer Jake Paul. The agreement includes a May bout and what organizers call “the biggest fight in boxing history” in September, widely believed to be against Terence Crawford. Paul claims negotiations with Alvarez had progressed to signed letters of intent before the Mexican champion pursued the Saudi deal.
The development follows Paul’s recent victory over Mike Tyson in Netflix’s most-streamed sporting event ever, drawing 108 million live viewers. Most Valuable Promotions, Paul’s company, says they were finalizing a Cinco de Mayo weekend event in Las Vegas before talks collapsed. The new Saudi arrangement marks a shift for Alvarez, who previously rejected proposals for a Crawford fight that would require the latter to move up two weight classes to super middleweight.
Kindness influencers film themselves performing acts of generosity, like giving money or gifts to strangers, attracting millions of views on social media. While popular for their emotional appeal, critics question the authenticity and ethics of profiting from these public acts aimed at vulnerable individuals without full consent.
Influencers defend their approach as an effective way to inspire kindness and raise funds to help more people. However, concerns remain around exploiting those in need, lack of aftercare, and whether the stunts prioritize content over genuine altruism. As the influencer economy grows, the kindness niche highlights complexities in balancing entertainment, ethics and impactful philanthropy.
Travel creator and entrepreneur Gabby Beckford shares her approach to building a sustainable business in the maturing creator economy. As an engineer turned influencer, Gabby emphasizes developing diverse revenue streams, maintaining creative control in brand partnerships, and prioritizing platform independence. She advocates for long-term financial strategies that extend beyond social media metrics.
Her latest venture, SeekPTO, aims to innovate the travel industry with new group travel concepts catering to evolving preferences. Gabby’s journey showcases how creators can strategically build scalable businesses and foster genuine communities that transcend likes and follows. Her perspectives highlight the need for more equitable, long-term brand-creator relationships to support the creator economy’s growth.
Industry News
Diageo, the global beverage company, has appointed Cynthia Ufele as Brand Manager for Influencer Reserve and Culture Manager for South, West, and Central Africa. Her expanded role signals Diageo’s investment in cultural engagement across African markets. Previously, as Guinness Trademark Lead in Nigeria, Ufele drove double-digit profit growth while repositioning the brand as equitable.
Her new responsibilities focus on strengthening brand engagement through influencer relationships and cultural integration strategies, coinciding with rising influencer marketing in regions like South Africa. With ad spending in the South African influencer market projected to reach $30 million in 2025, Ufele’s appointment underscores Diageo’s strategic emphasis on leveraging authentic audience connections across the continent.
Slow Ventures, a venture capital firm, has raised over $60 million for a dedicated seed fund focused on investing in creators who have become authorities in niche areas like automotive or gardening. The fund will take a 10% stake in creators’ holding companies and have the right to invest in spinout businesses like merchandise or shows. The strategy is to provide capital for creators to expand their businesses beyond what social media revenue alone allows.
Slow Ventures believes platforms like YouTube offer better monetization opportunities than TikTok or Instagram. They aim to back creators they view as true entrepreneurs who would otherwise seek funding from accelerators like Y Combinator. With extensive public data on creators’ audiences and engagement, Slow Ventures sees an opportunity to conduct in-depth analysis before investing. This fund signals the increasing venture capitalization of the creator economy.
TheSoul Publishing, a content creation and distribution company, has acquired a majority stake in Mediacube, a fintech solutions provider serving nearly 10,000 creators across 132 countries. The deal combines TheSoul’s content capabilities with Mediacube’s financial tools like flexible payouts, early payments, and creator advances. The merged entity, having launched a unified platform called TheSoul Creator, aims to offer a comprehensive 360-degree solution for creators - from producing content to promoting, monetizing, and managing finances.
With this acquisition potentially preceding a public market entry, the creator economy is witnessing major consolidation as companies seek capability expansion and economies of scale. Cultural integration through shared values of transparency, proactivity, and adaptability is driving the operational strategy behind this merger.
The golf creator economy is rapidly expanding, with the launch of The Peoples League marking the latest development in organized competitions for golf content creators. Featuring 12 social media stars with a combined following of nearly 20 million, the league aims to capitalize on the growing audience for creator content and alternative competition formats.
It enters an increasingly crowded space, with the PGA Tour announcing a three-event creator series for 2025 and platforms like Good Good Golf partnering with broadcasters. While traditional professionals like Rory McIlroy express a preference for tournament golf, they acknowledge the significant market demand driving this evolution. The Peoples League plans to expand to 32 players across eight teams by year’s end, distributing content across creators’ channels and its own platform.
President Trump wants to broker a deal to sell TikTok’s U.S. operations, but Beijing is taking a hardline stance, prepared to let TikTok shut down in America rather than approve a forced sale. China seeks major concessions from the U.S. on trade and technology policies before allowing any TikTok sale.
Meanwhile, potential buyers like Microsoft, Elon Musk, and others have expressed interest in acquiring TikTok’s U.S. business. However, ByteDance has limited incentive to rush a deal, with the U.S. market only a portion of TikTok’s global operations. Multiple legal and regulatory hurdles remain on both sides, making a resolution uncertain. The standoff impacts TikTok’s 170 million American users.
LatAm beauty tech firm B4A secured a $2.5 million investment round to expand its influencer partnerships. B4A connects over 10,000 content creators with major brands like Natura, L’Oreal, and Nivea through its bfluence platform. The funding will allow B4A to allocate $1.72 million toward expanding influencer channel development, aiming for 50% growth in 2025.
With a D2C presence reaching over 2 million customers, B4A’s model combines subscriptions with e-commerce, managing several in-house beauty brands. The investment from 4Equity marks the fund’s first foray into the beauty sector, recognizing B4A’s innovative ecosystem. As influencer marketing spend in South America is projected to reach $810 million in 2025, B4A is well-positioned to capitalize on this growing market.
TikTok, facing potential ban or forced sale in the U.S. due to data security concerns, has introduced a way for Android users to download the app directly from its website using package kits, bypassing app store restrictions recently imposed. The move comes as the new Trump administration evaluates options, including a potential sale facilitated through a proposed U.S. sovereign wealth fund.
Despite TikTok’s assurances about data safeguards, officials remain wary of ByteDance’s Chinese ownership, citing risks of Americans’ data being misused. However, free speech advocates oppose the ban. Experts suggest the U.S. could mirror China’s approach by mandating partial American ownership and algorithm monitoring rather than an outright ban.
Fox Corporation has acquired Red Seat Ventures, a creator economy company focused on developing podcasts, videos, subscription products, and live events. The deal positions Fox to expand its digital presence in sports, news, and entertainment while maintaining its traditional broadcasting strengths. Red Seat Ventures operates as a Top 10 U.S. podcast network with over 200 million monthly active views.
Its founding partners will continue leading operations under Fox’s Tubi Media Group. The move addresses concerns about Fox’s traditional media assets as cable and broadcast viewership declines. It complements Fox’s strategy to reach cord-cutters through new digital initiatives while modestly investing in streaming with limited original content licensing.
Elon Musk, CEO of Tesla and SpaceX, has confirmed he is not bidding to acquire TikTok and has no plans to purchase the video-sharing platform. With TikTok potentially facing a ban in the U.S., several high-profile figures like YouTube creator MrBeast, investor Kevin O’Leary, and former Dodgers owner Frank McCourt have expressed interest in buying the app.
However, Musk stated he doesn’t see a clear purpose for acquiring TikTok beyond economic considerations, emphasizing that evaluating the algorithm would be crucial for any buyer. TikTok’s parent company ByteDance maintains it doesn’t plan to sell, but the U.S. has given TikTok a 75-day extension to seek a non-Chinese buyer, delaying a potential ban.
Registration Required
Yahoo News is partnering with nearly 100 social media creators in a major push to expand its audience reach. The platform launched “Stories From Creators” on its homepage this month, featuring content from YouTube, TikTok, and Instagram influencers. Creators receive 50% of advertising revenue generated by their content, with top performers drawing up to 300,000 views per article.
The initiative reflects the growing influence of creators as news sources. Yahoo, which attracts 190 million monthly readers, is focusing on lifestyle content creators in travel, interior design, and parenting rather than news and politics. While Yahoo maintains content guidelines prohibiting misinformation and reviews submissions, articles aren’t fact-checked.
Early participants report promising returns, with travel duo Brent and Michael earning up to $3,000 monthly through the program. The move aligns with broader industry shifts, as major organizations like NBC and the Democratic National Convention increasingly grant press credentials to content creators alongside traditional journalists.
One of TikTok’s fastest-growing creators, Grady Stickney, shared his overwhelming experience gaining over 600,000 followers and 155 million views in just four months. While his success has been surreal, with opportunities like a movie audition, Stickney is grappling with uncertainty as the potential US ban on TikTok looms.
The college senior found confidence and a supportive community on the platform, validating his authenticity. Though earning little monetarily, Stickney values the positive impact he’s had and is prepared to move forward if TikTok shuts down, knowing his rawness resonated. His unlikely success in a SpongeBob-themed bathroom underscores TikTok’s ability to rapidly build passionate followings.
Qatar Airways is positioning its AI brand ambassador Sama as a travel influencer. The airline launched an Instagram account @SamaOnTheMove featuring influencer-style content like travel photos and behind-the-scenes looks at being a flight attendant. The account gained over 8,300 followers organically in its first month.
Qatar Airways aims to develop Sama’s influencer persona to engage consumers through aspirational content rather than corporate messaging. However, surveys show many consumers are uncomfortable with AI influencers, and Sama’s posts have faced some backlash. Still, Qatar Airways sees the AI ambassador as a long-term brand asset that avoids risks associated with human influencers.