- Influence Weekly
- Posts
- Influence Weekly #379 - Instagram Is Reportedly Developing Reels Spin-Off App To Compete With TikTok
Influence Weekly #379 - Instagram Is Reportedly Developing Reels Spin-Off App To Compete With TikTok
Nii Ahene
March 07, 2025
Spotlight Stories
Instagram Is Reportedly Developing Reels Spin-Off App To Compete With TikTok
Google is Testing Creator Partnerships for YouTube Shorts Ads
Fashion Week Spotlight: Influencers Take Over Milan And Paris Runways
Beauty, Business, And Burnout: Mirta Miler’s Raw Look At Creator Life
Great Reads
Instagram is exploring launching a dedicated app for its Reels short-video feature to compete more directly with TikTok. The potential standalone Reels app, part of an initiative called "Project Ray," aims to enhance content recommendations and distribution, especially for new users and those in the U.S. With Reels now allowing up to 3 minutes videos, a separate app could provide a full-screen, scrolling feed solely for short-form videos.
Though risky by potentially reducing engagement on Instagram itself, the move signals Meta's determination to challenge TikTok's dominance in the space as regulatory pressure mounts on the Chinese-owned app. Key will be leveraging Meta's AI-powered recommendations which already drive over 50% of Instagram content views.
The Poppi prebiotic soda brand's Super Bowl influencer marketing campaign sparked controversy by sending custom pink vending machines to popular creators and athletes' spouses. While intended to generate buzz ahead of their Super Bowl ad, the campaign faced backlash on social media for focusing too narrowly on established influencers rather than everyday consumers.
Industry experts suggest valuable lessons, including prioritizing authenticity by partnering with micro-influencers, involving broader communities beyond select influencers, better aligning activations with brand messaging, and recognizing a growing skepticism toward overly polished influencer promotions as consumers increasingly trust "real" people. The polarized response underscores shifting expectations for influencer marketing and the importance of nuanced audience understanding.
Influencer marketing agency Fohr has unveiled a new platform built on insights from managing $300 million in creator campaigns, introducing the industry's first "virality coefficient" to help brands identify creators with breakthrough potential. The coefficient measures how frequently creators reach more than double their follower count in views, offering a scientific approach to predicting viral potential rather than relying on misleading averages.
This addresses the increasingly unpredictable nature of creator content, where posts from the same account can range from thousands to millions of views. Founder James Nord developed the platform after conducting six company "internships" that revealed fundamental shifts in social media performance patterns. The system provides detailed performance distribution analysis, trend detection, and video-first architecture to match today's content landscape.
The platform offers access to 300,000 creators with both traditional metrics and new performance indicators. Available through a freemium model, it democratizes enterprise-level campaign tools previously unavailable to smaller brands. Fohr plans to integrate AI features including a GPT-style chat interface in upcoming releases.
From Our Partners
The Tribeca Film Festival is sharing an exclusive offer to the Net Influencer community. Submit Creator or Influencer Collaborations to the 2025 Tribeca X Awards by this Tuesday, 3/11!
The extended deadline was 3/4, but this special code will allow you to submit on Tribeca's platform at a discounted rate. The code is TF25late50X and should be entered at checkout for half off your submission!
You can find out how to submit at this link and read about previous winners here.
Tribeca X is where storytelling, entertainment, and branded content come together, celebrating creators who push the boundaries of innovation and impact. Winning a Tribeca X Award is more than just recognition—it’s a chance to:
✅ Screen your work at the Tribeca Festival
✅ Gain access to exclusive industry events
✅ Be featured in press releases & Tribeca’s social channels
✅ Network with top creative minds in the industry
Reach out to Lauren Campbell at lcampbell [at] tribecafilm.com with any questions.
Campaign Insights
Google is testing a new feature called Creator Partnerships that allows advertisers to discover and promote YouTube Shorts videos featuring their brand or products. The tool is powered by BrandConnect, Google's creator marketing platform, and can be accessed in the Google Ads interface under Tools.
This enables brands to leverage user-generated content and creator collaborations more effectively in their advertising campaigns. While in beta and invite-only currently, Creator Partnerships could significantly impact how brands utilize short-form video and work with creators going forward.
DICK'S Sporting Goods has expanded its internal content creator program to the public, offering paid partnerships and brand exposure for sports enthusiasts with social media followings. The program, guided by Olympic athletes and basketball stars, aims to develop authentic, first-person content in collaboration with creators.
This move reflects the growing demand for influencer marketing and the recognition of creators as influential voices, particularly in the sports industry. Companies are adapting their strategies to leverage the power of creators in reaching and engaging with their target audiences effectively.
YouTube dominates media consumption among Gen Alpha children (ages 2-12) in the U.S., commanding 78% of viewership according to a new research report. The platform is twice as popular as broadcast TV, with mobile devices being the primary means of access. Short-form content like YouTube Shorts saw substantial 32% year-over-year growth, reaching 49% of Gen Alpha viewers. Binge-watching behavior on YouTube is prevalent, increasing with age.
The platform also leads in ad recall and prompting purchases among parents. Content preferences differ across age and gender, with gaming, cartoons, music videos and beauty content being popular categories. Key channels co-viewed by parents include Cocomelon, Blippi, Bluey for younger kids and MrBeast for older children. The report highlights YouTube's strong position and marketing implications for brands targeting this youngest generation of media consumers.
The recent fashion weeks in Milan and Paris highlighted the growing influence of celebrity brand ambassadors, particularly Asian stars, on driving visibility and engagement for luxury fashion houses. Strategic partnerships with high-profile influencers like Blackpink's Jennie and South Korean actors significantly boosted media value metrics across brands. Chanel dominated at Haute Couture with $38.67 million in earned media value, leveraging celebrity attendees. Asian celebrities comprised half of the top influencers rankings.
At Paris Menswear, Dior led with $33.16 million EMV aided by Thai and Korean ambassadors, while Prada topped Milan Menswear at $23.74 million EMV using similar partnerships. The data reveals a clear industry trend of luxury brands increasingly partnering with Asian talents to expand global reach, particularly in the lucrative Asia-Pacific market. Their higher engagement rates make them invaluable for brands seeking international visibility and relevance.
Creator partnerships are emerging as an essential social media strategy for brands in 2025, according to a new report. The report, based on data analysis, identifies four key trends reshaping how brands approach social media marketing: 1) Creator influence and engagement metrics continue growing across platforms like Instagram and TikTok. 2) Creators drive different objectives - TikTok excels at expanding reach while Instagram boosts engagement.
3) Content shareability has become crucial, with creator content seeing 10x more shares than brand posts on TikTok. 4) Data-driven creator partnerships are proving vital for brand growth, with success stories like BÉIS seeing 200% more TikTok comments through new influencer collaborations. The report recommends brands tap creators for authentic engagement, align strategies to each platform's strengths, and prioritize shareability. As social media evolves, strategic creator relationships have become non-negotiable for effective marketing.
GroupM set a Guinness World Record for TotalEnergies' engine oil brand Hi-Perf. Over 400 influencers across India participated by uploading videos of themselves dancing to the campaign's anthem '#LambaChalega' within an hour, symbolizing the product's long-lasting performance. The multi-tiered strategy engaged over 3,000 creators from nano to celebrity levels, making it relatable to a broad audience.
GroupM lauded the campaign's inclusivity and ability to harness collective energy through creative collaboration, redefining how brands can leverage influencers. With India's creator economy surging and digital platforms playing a crucial role in the automotive purchase journey, the innovative campaign exemplifies the growing importance of creator-driven content in brand marketing strategies.
A shaving company called Nimbi faced censorship on TikTok for using the word "razor" in their marketing. To bypass restrictions, they launched an OnlyFans account to educate customers about their razor products without limitations. The female-led brand sees OnlyFans as the perfect platform to share shaving tips and intimate tutorials that traditional social media won't allow.
While an unconventional approach, Nimbi is leveraging OnlyFans' lack of censorship to promote their plastic-free disposable razors, now sold in 900 Target stores. The company demonstrates creative marketing tactics to overcome censorship challenges on mainstream platforms.
Interesting People
Activewear brand Tala, founded by influencer Grace Beverley in 2019, is opening its first standalone retail store on London's iconic Carnaby Street. The 2,000 square foot space will serve as both a retail destination and community hub, featuring omnichannel capabilities and exclusive products. This physical expansion follows Tala's successful department store presence and a £5 million funding round last year.
The store aims to raise brand awareness internationally and showcase Tala's quality products. It will host community events and allow customers to better navigate the brand's ranges in-person. Beverley described the opening as a major milestone, providing a rich brand experience and community clubhouse for Tala fans. The Carnaby Street flagship is slated to open this spring.
Beauty influencer Mirta Miler shares a raw look into her journey from a hobby creator to a full-time career, discussing the challenges of burnout, work-life balance, and building an international audience. Miler, who transitioned from studying finance to makeup content creation, emphasizes authenticity in her content strategy across Instagram, TikTok, and YouTube. She highlights the importance of thoroughly testing products before partnerships and aligning with brands her audience loves.
Miler foresees a trend towards higher production values in beauty content while maintaining relatability. Despite criticism for creating English content from Croatia, she persisted in reaching a global fanbase. Miler is now focused on establishing boundaries and incorporating self-care after years of intense work schedules that led to burnout.
Reddit co-founder Alexis Ohanian has joined Frank McCourt's bid to acquire TikTok's U.S. operations, dubbed 'The People's Bid'. McCourt plans to operate TikTok using blockchain technology that gives users control over their data. Ohanian will advise on the technical approach and promote the benefits to stakeholders. The bid comes amid regulatory pressure for ByteDance to sell TikTok's U.S. business, with several other contenders also vying for acquisition, including Microsoft and AI firms. McCourt acknowledged ByteDance may opt to shut down the app rather than sell, despite its widespread U.S. user base.
Alex Cooper's Unwell Network, a podcast production company targeting Gen Z audiences, has ended its partnership with TikTok influencer Alix Earle's "Hot Mess" podcast. Variety confirms SiriusXM will no longer sell advertising for the show, and Unwell Network relinquishes all rights, allowing Earle to pursue other opportunities. The split occurs amid speculation of tensions between Cooper and Earle after Earle's absence from an Unwell Network event fueled rift rumors.
Earle joined in 2023 when Unwell launched with unique voices embracing insecurities through honest conversation. Despite Earle's exit, Unwell continues expanding its creator lineup with recent additions like Grace O'Malley's "DisGRACEful" podcast. Cooper's flagship "Call Her Daddy" remains prominent, securing guests like Kamala Harris during her 2024 presidential campaign.
Candise Lin, a California-based social media influencer, has emerged as an unofficial ambassador bridging the cultural gap between Western and Chinese internet cultures. With over 2.3 million followers across platforms, Lin's viral videos provide a rare glimpse into the wild, hilarious world of Chinese social media trends, memes, and celebrity gossip for non-Chinese speakers.
While staying apolitical, Lin aims to explain these online phenomena through relatable comparisons, leveraging her academic background. Her content has become a portal connecting parallel online worlds, showcasing the shared humor and daily life that transcends ideological divides between the US and China. Despite drawing occasional criticism from opposing sides, Lin's oasis of lighthearted cultural exchange continues to attract viewers seeking to understand the human experiences behind the virtual curtain.
The Matrix visual effects designer John Gaeta has launched escape.ai, a new digital content platform focused on experimental storytelling and tech-powered filmmaking. The platform aims to be a global hub for emerging entertainment, showcasing work from filmmakers, digital artists, and game creators utilizing AI and game engine technologies.
It provides creators with enhanced monetization opportunities through direct fan support, merchandise sales, and creator-specific subscriptions. Targeting audiences seeking innovative content outside traditional platforms, escape.ai combines elements of premium streaming services with creator economy features and social media distribution capabilities. It specifically caters to creators working with generative AI and game engines to produce cinematic content, connecting them directly with audiences seeking such content.
Industry News
TikTok is shutting down its Creator Marketplace platform on April 1st, redirecting users to the new TikTok One platform instead. TikTok One offers brands tools to connect with creators for ad campaigns, but also provides AI capabilities like script writing, translation, and AI-generated avatars through its Symphony assistant.
The move replaces the original marketplace which had mixed reviews from creators over low pay rates. While providing more tools, TikTok One's use of AI avatars raises concerns for human creators competing against AI in an already competitive space. Brands and creators must migrate data ahead of the April 1st closure.
The Tribeca Festival has extended its submission deadline for the tenth annual Tribeca X Awards until March 4, giving social media creators additional time to submit brand-supported storytelling work. This year's awards feature a dedicated "Creator/Influencer Collaboration" category recognizing brand-creator partnerships.
Projects premiered after January 1, 2024, including upcoming releases before the festival, are eligible for consideration. All submissions must contain storytelling elements and have been produced with brand collaboration, support, or funding. Submission fees for the extended deadline are $575. Selected creators receive festival laurels, passes to the 2025 Tribeca Festival running June 4-15, and promotional support across Tribeca channels.
Winners will be determined by a jury of industry leaders, with special recognition for Social Impact and Environmental Impact projects. The Tribeca X program, taking place June 9-10 at Spring Studios in New York, connects executives and creators across entertainment, marketing, and advertising. New this year, pass holders gain access to the inaugural Creators Forum, a multi-day summit for the broader filmmaking community.
Curastory, a video enablement platform, is unlocking sustainable monetization for content creators by adapting programmatic advertising technology. It transcribes videos, matches brand campaigns to relevant content based on keywords and context, and allows creators to seamlessly integrate ads in their voice. This tech-driven approach compresses campaign timelines from weeks to days while delivering strong ROI.
Curastory provides editing tools, music licensing, cross-platform distribution, and analytics, positioning itself as an ecosystem for video creators to build media businesses. It has secured partnerships with major ad agencies, targeting their programmatic ad spend. The founder's mission is democratizing creator earnings to foster an economically sustainable "creator middle class" beyond today's hyper-stratified pyramid. With 400,000 creators onboard, Curastory is paving the way for programmatic creator advertising at scale.
The Australian Influencer Marketing Council (AiMCO) has expanded to over 120 members by adding four new industry partners - This is Flow, RMK Creators, Creator Flow, and Skygate Media. This is Flow is an award-winning media agency specializing in influencer management for major brands.
RMK Creators connects clients with Australian creative talent like actors and broadcasters. Creator Flow runs Australia's largest user-generated content marketplace with over 500 vetted creators supporting 1,000+ brands. Skygate Media is a global influencer talent management firm assisting creators with branding and deal negotiations.
Later, a social media management platform, announced a new partnership with Snap that integrates Snapchat's Creator Discovery and Public Profile APIs into Later's tools. This allows marketers to discover Snapchat creators, review their content, manage collaborations, and schedule posts - streamlining influencer marketing across channels including Snapchat.
The integration opens new revenue streams for Snap creators, providing access to Later's suite of growth and monetization features like analytics, planning tools, and shoppable bio links. Snap's Fintan Gillespie cited opportunities for more seamless creator-brand partnerships. The companies plan to expand with audience insights and reporting capabilities to capitalize on Snapchat's 850 million+ users and innovative ad formats. In Q3 2024, Snap had $1.37 billion revenue and 443 million daily active users opening the app nearly 40 times per day.
Meanwhile, Later bolstered its creator commerce capabilities through a $250 million acquisition of Mavely, adding 120,000 creators to its network. The partnership aims to enhance influencer marketing effectiveness across a popular platform with a valuable young demographic.
Creator commerce platform LTK has unveiled a redesigned consumer app transitioning from a shopping focus to a video-first experience centered on local creator discovery. The update enables users to filter content by geographic proximity while adding social connectivity features like profiles and messaging.
LTK cites research showing consumer disillusionment with algorithmic feeds and a preference for localized, authentic creator content. Key features include a recency-based "Daily Drops" feed, user-controlled customization replacing algorithms, and integrated video editing tools for creators. The move aims to create a central hub for discovering and engaging with nearby creators aligned with personal interests and location.
The creator economy has experienced a surge in brand-creator partnerships, but a fundamental issue persists around valuing and pricing these collaborations effectively. Dreamwell AI, a platform that recently raised $2.3 million, aims to address this by using data and performance metrics to identify creators who can generate measurable returns for brands.
Dreamwell serves agencies managing multiple brand deals, consumer brands focused on driving sales through creators, and software companies seeking user acquisition. Rather than relying on surface-level engagement metrics, Dreamwell evaluates creators based on their ability to convert audiences and drive business outcomes that align with each brand's goals.
The startup is taking a methodical approach, first prioritizing robust valuation systems and an intuitive user experience before expanding AI capabilities. Founder Kazzy Khazaal, who has experience as both a creator and marketer, emphasizes protecting brand investments, even if it means pushback from overvalued creators. Dreamwell strives to bring transparency and accountability to an industry where creator pricing often lacks justification. The goal is to build a "stock market" that accurately reflects creator value and facilitates partnerships optimized for measurable business impact.
TikTok has launched a specialized STEM (science, technology, engineering, and mathematics) feed across over 20 countries in Sub-Saharan Africa. The new feature provides users with curated STEM content from experts, expanding TikTok's offerings beyond entertainment. All content undergoes dual verification for age-appropriateness and reliability.
The STEM feed follows successful implementations in the U.S. and Europe, where STEM content has grown 35% globally. With over 1 billion users, TikTok is emerging as an educational resource through communities like #BookTok and #LearnonTikTok. The move strengthens TikTok's position in the African market, although it previously faced scrutiny over data security concerns in Kenya.
Grail, a talent management firm, is attempting to disrupt the creator economy by focusing solely on monetization for influencers. Unlike traditional agencies offering comprehensive services, Grail takes a streamlined approach by facilitating brand deals and providing targeted support like invoice financing and platform advocacy. Since launching in 2021, Grail has enabled nearly 50,000 brand deals across 3,500 brands and agencies.
CEO Edward Winters Ronaldson attributes this success to maintaining a laser-focus on revenue generation and scaling rapidly to create more opportunities. As the landscape shifts towards performance-based partnerships, Grail's transparent model positions them strategically to connect creators with brands seeking authentic endorsements. Through simplicity and scale, Grail is redefining talent management for the modern creator economy.
Creator ads platform Billo has expanded its user-generated content (UGC) marketplace beyond the United States into the UK, Canada, and Australia. This move answers growing demand from international creators and brands seeking localized content. Billo reports facilitating over 200,000 videos across 22,000 brands with $8.3 million paid to creators.
The expansion allows brands to connect with creators who deeply understand cultural nuances in these new markets for more effective localized campaigns. Billo is also developing data analytics tools to optimize creator-brand matchmaking and campaign performance as authentic creator content increasingly outperforms traditional ads. The analytics roadmap includes tools for data-driven creator recommendations, creative suggestion engines based on trends, and optimization for maximizing content impact.
CreatorPad, a new influencer marketing platform, is addressing the disconnect between neighborhood businesses and local creators by directly connecting them through an automated platform without traditional cost barriers. Founded by Luke Himmelsbach and Dylan Wilczkowiak in 2022, CreatorPad allows local businesses to run cost-effective influencer campaigns with engaged neighborhood creators. Their platform streamlines the entire process, securing budgets in an escrow to ensure prompt creator payments within 14 days of content publication.
Early results demonstrate the platform's effectiveness, with a local Denver brewery generating over 250,000 views and high customer intent through a $250 campaign with two neighborhood creators. By focusing on realistic budgets and removing hidden costs, CreatorPad is making influencer marketing accessible to small businesses while providing income opportunities for micro-influencers. The company plans to expand globally, aiming to solve infrastructure gaps in influencer marketing for international markets.
Registration Required
According to a January 2025 survey by Relex, Facebook remains more influential than TikTok for consumer purchase decisions in the US. 25% of respondents considered Facebook the most influential social platform for purchases, slightly ahead of TikTok at 21% and Instagram at 20%. While social commerce is growing, only 11% of consumers make a purchase within 24 hours after discovering a product on social media.
For marketers, maintaining a strong Facebook presence alongside emerging platforms like TikTok is key, as attribution to the point of influence can be challenging across multiple touchpoints. The data highlights the importance of a balanced social strategy that accounts for the full customer journey.
The creator economy is battling a significant authenticity crisis as AI-generated content floods social platforms and consumer trust deteriorates. Research shows 45% of Gen Z believes influencers hold less sway than before, while over half of consumers now scroll past influencer content in their feeds. Brand partnerships are showing serious weakness, with 42% of consumers reporting regret after purchasing influencer-recommended products. This credibility gap has prompted brands to slash social media marketing budgets by 23% in 2023 and another 11% this year.
Misinformation concerns are accelerating the decline, with 62% of creators admitting they don't verify information before sharing. More than half of consumers plan to reduce social media usage, citing misinformation as a primary reason. Industry experts warn that creators dependent on single platforms face particular vulnerability. Those with specialized skills that can translate to diverse offerings, including real-world events, will likely survive while those relying solely on trending content face an uncertain future.
The Honey browser extension scandal has sparked greater scrutiny around creator affiliate partnerships and calls for more robust legal protections. Creators are demanding morals clauses and mutual termination rights in brand deals to mitigate risks from disreputable partners. Agencies are updating contracts frequently and creators are joining unions for additional safeguards.
The controversy highlights transparency issues with last-click attribution, prompting a shift towards holistic measurement across the customer journey. Ultimately, the evolving creator economy necessitates wider education on complex marketing technology and tighter oversight of affiliate platforms to rebuild trust. The scandal serves as a wake-up call for an industry still navigating murky terrain as it matures.
UK creators face growing uncertainty as Trump's April 5 TikTok deadline approaches, with advertising deals already feeling the impact. British TikTokers, who count Americans as 20-40% of their audience, are experiencing delayed contract negotiations and new renegotiation clauses tied to the potential US ban.
Talent manager Jonny Davies of Sixteenth reports advertisers are hesitating on commitments that extend beyond the deadline date. Contracts now routinely include provisions to shift content to alternative platforms if TikTok access disappears for American viewers. London-based influencer agency Kyra has responded by enhancing their Instagram analytics capabilities, anticipating a potential audience migration to Meta's platform.
CEO Devran Amaratunga Karaca notes 90% of campaigns now span multiple platforms compared to last year's single-platform focus. Despite concerns, some industry experts see potential opportunity. Karaca suggests British creators could benefit from reduced American competition, potentially establishing the UK as a dominant content hub on TikTok's remaining global platform as audience attention shifts to non-US creators.