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- Influence Weekly 383 - The NFL is Searching For A VP Of Influencer & Creator Marketing
Influence Weekly 383 - The NFL is Searching For A VP Of Influencer & Creator Marketing
How Microsoft And Pearpop Are Redefining Creator Marketing With AI And Cultural Moments
Nii Ahene
April 04, 2025
Spotlight Stories
NFL Searching For A VP Of Influencer & Creator Marketing To Expand Reach, Fanbase
Instagram Rolls Out 2x Speed Feature For Reels
An Inside Look At SheaMoisture's Viral Influencer Trip
IShowSpeed Wins Praise From Chinese State Media After Great Wall Backflip
Great Reads
The National Football League is searching for a Global Vice President of Influencer and Creator Marketing based in New York. The role aims to drive engagement with Gen Z, Gen A, and emerging audiences like casual fans and women through innovative influencer partnerships. Key responsibilities include developing influencer marketing strategies across platforms like TikTok, YouTube and Instagram, ensuring creator content aligns with NFL brand guidelines while maximizing creative impact. The VP will lead a team managing budgets and collaborating across league departments like content, social media, and global markets on cohesive influencer initiatives.
Candidates must have 11+ years of influencer marketing experience, established creator relationships, and preferably previous work in sports/entertainment. The salary range is $215,000 to $300,000 with 20-30% domestic travel required. The NFL highlights this senior role aligns with its core values, emphasizing attributes like talent development and business execution skills are essential. As it expands its creator focus around major events, the league aims to leverage influencers to engage younger audiences with its players, teams and partners in culturally relevant ways.
Instagram has introduced a new feature allowing users to play Reels at 2x speed by long-pressing on either side of the screen during playback. This global rollout addresses user requests and provides more control over the viewing experience as Instagram continues to expand its short-form video offerings to compete with TikTok.
The binary speed option aims to increase completion rates for longer Reels, which recently had their maximum length extended to 3 minutes. While currently limited to just 2x, the addition mirrors TikTok's existing speed controls and follows Instagram's pattern of adopting popular features from its rival platform. As short-form video continues gaining traction, providing efficient content consumption tools could prove crucial for both creators and viewers.
TikTok's e-commerce platform TikTok Shop is expanding to France, Germany, and Italy next week, accelerating its European presence amid potential shutdown in the U.S. unless Chinese parent ByteDance finds an American buyer. Despite regulatory challenges, TikTok Shop shows strong U.S. performance, with January sales up 153% year-over-year.
The platform aims to diversify product range and pricing beyond discounted merchandise. TikTok Shop's European expansion follows recent launches in Spain and Ireland, with further global rollouts planned for Japan in June and Brazil later this year as ByteDance continues aggressive international growth for the shopping feature.
Campaign Insights
Microsoft and Pearpop are redefining creator marketing by integrating AI tools, cultural moments, and authentic storytelling. At events like Art Basel and New York Fashion Week, they used AI to enhance creator selection, optimize content distribution, and personalize user experiences - keeping human creativity at the core.
Their AI-powered campaigns simplified complex tech for consumers while driving real business impact like increased retail traffic and conversions. By blending emerging technology, cultural relevance, and resonant storytelling, Microsoft and Pearpop are pioneering a new approach to engaging and actionable creator marketing.
Nielsen reports show YouTube hitting a record 11.6% TV share in February 2025, surpassing Disney as the top platform. This milestone reflects YouTube's long-term growth trajectory, with a 53% increase in TV viewing time over the past two years. Older demographics drove much of this expansion, nearly doubling for ages 65+ and rising over 50% for ages 35-64.
YouTube's success coincided with streaming reaching its highest overall TV share of 43.5%, narrowing the gap with traditional TV. The Super Bowl boosted viewership across platforms, particularly benefiting FOX's free streamer Tubi which saw a 17% monthly gain. As YouTube cements its position as a leading media company, it's poised to overtake Disney in revenue by year's end.
SheaMoisture, the beloved Black-owned beauty brand, recently hosted its first international influencer trip, dubbed the "Sheacation," in Jamaica. The trip aimed to remind Black women that they deserve ease and luxury in all aspects of their lives. Attendees experienced the brand's new Curl Stretch collection, designed to address shrinkage, dryness, and breakage in tightly coiled hair.
The brand also showcased its new body care lines, infused with indulgent fragrances for a luxurious self-care experience. Beyond product testing, the trip immersed guests in Jamaican culture, with local cuisine, dance lessons, and artisan-made accessories. SheaMoisture's commitment to celebrating and uplifting Black communities was evident throughout the experience, solidifying the brand's position as a consumer favorite for its efficacious formulas and community-focused initiatives.
LIV Golf, the Saudi-backed professional golf league, has launched a new content creator competition called "The Duels" that pairs professional golfers with popular YouTube creators. The inaugural event in Miami will feature teams like Phil Mickelson with Grant Horvat, Dustin Johnson with Wesley Bryan, and others competing in a 9-hole scramble format.
It premieres April 5 exclusively on Grant Horvat's YouTube channel, aiming to engage younger golf fans through creator-driven content amid declining TV viewership. This competition mirrors the PGA Tour's "Creator Classic" series and represents LIV Golf's latest effort to evolve the traditional golf experience and reach digital audiences.
The Dutch music promotion platform Collabhouse has launched a new "Campaigns" feature, creating a marketplace for musicians to directly connect with content creators for promotional campaigns on TikTok and Instagram. The feature positions creators at the center, recognizing their influence in music discovery and promotion.
In beta testing with DJ duo BEAUZ, the campaign significantly boosted streaming numbers, video creations, and engagement across social platforms. As a study shows artists with strong TikTok correlation experience higher streaming growth, Collabhouse announces a €5,000 prize competition to mark the launch, inviting creators to submit entries showcasing new tracks on the platform until April 10th.
Kyoto Apothékary founder Shizu Okusa is expanding her herbal medicine business into wellness tourism with a $10,000 retreat in Japan this fall. The weeklong "Journey East" experience at the Four Seasons Kyoto will include meditation, hot springs, forest bathing, and tea ceremonies for 15 selected customers. Despite consumer confidence hitting a four-year low, the retreat has already attracted over 13,500 waitlist signups, reflecting the booming wellness tourism sector which grew nearly 32% last year to become a $259 billion industry.
Okusa invested $150,000 in planning the experience, viewing it as a strategic expansion rather than an expense. The Virginia-based company, which reported 50% year-over-year growth in 2024 and $35 million in total revenue, sees this as the beginning of a new business arm that could eventually include a retreat center in Japan, semiannual trips, and virtual membership options. Okusa, a 2025 Inc. Female Founders honoree, emphasizes the retreat's focus on authentic cultural immersion rather than product promotion.
The experience will be selective, with participants required to embrace challenging activities like three-hour meditation sessions, as Apothékary aims to create a genuine mind-share experience that leverages the founder's Japanese heritage.RetryClaude can make mistakes. Please double-check responses.
H&M's decision to use AI-generated digital 'twins' of real models has sparked a debate in the fashion and communications industries. While the Swedish retailer highlights ethical safeguards like compensating models and allowing them rights over their digital replicas, concerns remain about potential misuse and setting a precedent for using people's likenesses without consent. Experts argue AI modeling offers efficiency gains for scaling content creation, but caution it could devalue human talent if not implemented responsibly.
Some believe it could ironically increase the value of authenticity. As brands experiment with AI, the role of PR becomes crucial in ensuring ethical and transparent implementation that respects intellectual property rights and upholds human-centric approaches. Overall, the move signals AI's growing influence in creative sectors and the need to proactively address challenges around image rights, deepfakes, and protecting human insights that fuel impactful campaigns.
Snapchat is positioning itself as an alternative to traditional social media platforms by emphasizing its ephemeral content and focus on real connections. The company's new "Less Social Media, More Snapchat" campaign highlights how its disappearing messages mimic real-life conversations, without likes, endless feeds, or live streaming. Snapchat's creative chief, Colleen DeCourcy, a veteran from Wieden+Kennedy, argues that the platform's format promotes authenticity and intimacy, with 90% of users feeling comfortable and connected.
Research shows Snapchat is the least disruptive to mental health compared to platforms like Instagram and TikTok. DeCourcy believes Snapchat's unique audience of teens and young adults, reaching over 50% of global ad spend in this demographic, gives it a distinct advantage, especially amid uncertainty around TikTok's future. She champions in-housing creative work for deeper brand understanding while utilizing freelance agency talent and embracing AI's potential to kickstart creative processes..
Unilever's plan to significantly increase influencer marketing spend has drawn mixed reactions from industry experts. While recognizing influencers' sway over audiences, they caution against over-reliance on individual creators. Key concerns include potential risks like lack of strategic alignment, reputational damage from influencer missteps, and the need for robust vetting processes.
Many emphasize developing multi-faceted strategies beyond just investing in more influencers. As the creator economy matures, experts suggest prioritizing technological tools for scaling tasks like risk management, data analytics and payments to better manage the complexities of working with a high volume of creators. Overall, they advise proceeding cautiously and strategically rather than simply replicating Unilever's approach.
Interesting People
YouTube star Darren "iShowSpeed" Watkins' recent live streaming tour across China has drawn praise from Chinese state media outlets for showcasing a side of the country rarely highlighted in mainstream U.S. narratives. The 20-year-old American content creator's unfiltered interactions with locals in cities like Shanghai and Beijing have garnered massive viewership, with some broadcasts exceeding 5 million views.
Chinese authorities are hailing Watkins as bridging cultural gaps and offering foreign audiences an alternative lens into modern China. His global adventures have included meetups with political leaders, further exemplifying the cultural diplomacy aspect of his travels. As an influential Gen Z voice, iShowSpeed's immersive content from the region is being touted as a counternarrative to prevailing Western media perspectives on China.
The Australian Influencer Marketing Council (AiMCO) has named award-winning creator Brad Canning as Chair of its newly formed Influencer Advisory Sub-Committee. Canning, with over 700,000 followers across TikTok and Instagram, will lead the advisory body focused on advancing creators' position in the industry by tackling challenges around transparency, best practices, and leadership.
As Chair, he will collaborate closely with AiMCO's Managing Director to develop initiatives supporting creators' professional development, financial education, mental health, revenue diversification, platform access, and content innovation beyond social media. The sub-committee aims to give creators a voice and ensure the industry grows in a way that benefits everyone involved.
Shannon Martin-Resnick, the new Vice President of Talent at Proud Management, brings a human-centered approach to managing creators. With a decade of experience, including working with early TikTok stars, she emphasizes building personal connections, staying true to one's values, and supporting work-life balance. At Proud, she aims to implement efficient processes while maintaining a positive company culture.
Shannon looks for creators who deeply engage their communities, aligning campaigns with their authentic interests. Her goal is to empower creators, push positive messaging, and guide them towards sustainable careers through strategic brand partnerships and product collaborations that respect their brands. With a creator-first mindset, she envisions a future where the next generation uplifts the industry.
Former Dentsu Aegis CEO Jerry Buhlmann has joined Precise TV as Non-Executive Chairman to drive the company's expansion in the U.S. market. Precise TV is a contextual video ad tech platform that uses machine learning to connect brands with relevant video content across platforms like YouTube, Facebook, and TikTok. Buhlmann brings over 40 years of experience in media, advertising, and technology.
His appointment follows a £21M minority investment in Precise TV by LDC, a private equity investor. Buhlmann will work closely with Precise TV's co-founders to support growth across major ad spending categories. The move comes as YouTube reinforces its position as the most-watched streaming platform on TV screens, surpassing Disney and Netflix, creating demand for accountable, performance-led advertising solutions in the living room.
Streamer Adin Ross has been reinstated on Twitch after a two-year ban, following Twitch's recent policy change removing permanent bans. Ross had accumulated around 7 million followers before the ban in 2023 for leaving an unmoderated chat displaying hateful language. Under Twitch's new "escalating consequences" disciplinary approach, Ross could request reinstatement after six months.
While banned, he became a top creator on Kick, collaborating with celebrities like former U.S. President Trump. Now unbanned on Twitch with his follower count reset, Ross has 1.7 million followers there compared to 1.6 million on Kick, but hasn't disclosed if he'll stream exclusively on one platform.
Atlanta-based content creator Brooklyn Frost, 20, is quickly becoming a rising star on Twitch with nearly 300,000 followers after just a year of streaming. With her bubbly personality and authenticity, she aims to become the most followed female streamer on Twitch this year, already reaching the top ranks in December with a successful 25-day "sub-a-thon." Having moved from Los Angeles to Atlanta last year for a fresh start, Frost has immersed herself in the local creator community, collaborating with artists like Karrahbooo and Funny Marco. Her ability to genuinely connect with fans while showcasing her talents from singing to comedy is driving her rapid growth in the creator economy.
Industry News
YouTube is poised to overtake Disney as the largest media company by revenue in 2025. According to research, if YouTube was a standalone business, its valuation would be between $475-550 billion, representing about 30% of Alphabet's current value. YouTube gained a record 11.6% TV viewing share in February 2025, surpassing Disney.
Its revenue is driven by strong ad sales of $36.15 billion in 2024 and over $15 billion from 125 million YouTube Premium/Music subscribers. With TV screens becoming the primary viewing device, YouTube TV now has over 8 million subscribers. Analysts project YouTube's operating income reaching $13.8 billion by 2027 with an 18% margin as it emerges as the streaming aggregator leader, further widening the gap with competitors.
Kevin Mayer, co-CEO of Candle Media and former Disney and TikTok executive, warns legacy media should be "very, very concerned" as the center of youth entertainment shifts to social media, influencers, and short-form video content. Highlighting TikTok's powerful algorithm as the future of storytelling, Mayer says influencers are becoming more influential than movie stars among youth.
With streaming less profitable than cable TV, Hollywood's relevance and profitability are declining. To stay relevant, Mayer advises legacy media to embrace YouTube and highly differentiated content, while social platforms will need to pay creators meaningfully like YouTube. The entertainment industry is facing a substantial secular challenge as it becomes less relevant and profitable.
Tokchart is a music-focused analytics platform catering to the creator economy, bridging the gap between social media and music analytics tools. Founded by software engineer and music producer Alberto Fortin, Tokchart offers real-time tracking of trending sounds on TikTok, a core need for creators and industry professionals. The platform provides data-driven insights through features like trending sounds dashboards, profile analytics, engagement rate calculators, campaign management tools, and influencer search capabilities.
Tokchart's human-centered approach, with responsiveness to customer feedback and requests, has secured clients ranging from individual creators to major record labels. As the creator economy evolves, Tokchart plans to expand with APIs, TikTok Shop data, and support for other platforms, while maintaining its focus on genuine content creation..
Pocket.watch is helping YouTube creators turn their digital audiences into global entertainment franchises spanning TV, consumer products, gaming, and live events. Their methodical expansion strategy includes optimizing creators' YouTube content while preparing it for broader distribution across platforms like Hulu, Roku, and Peacock.
Pocket.watch has helped creators launch strategic "firsts" like the inaugural creator content on Hulu, first creator-branded toys at major retailers, and a creator-themed balloon in the Macy's Thanksgiving Day Parade. Their data-driven approach guides which platforms and products to pursue for each creator, informed by YouTube analytics and first-party data.
With expertise from leadership hailing from Disney and Maker Studios, pocket.watch is aiming to elevate digital creators to the level of legacy media brands by 2030. Their systematic creator partnership model has already generated over $1 billion in retail sales from creator franchises like Ryan's World.
The creator economy continues to gain momentum with podcasts playing an increasingly prominent role in brands' influencer marketing strategies. Podcast consumption hit record levels in 2024, driven by younger audiences. 55% of U.S. consumers listened to or watched at least one podcast episode last month, up from 47% in 2023. Creators generated $740 million from podcasts in 2024 and are projected to earn $940 million in 2025. Brands are evolving beyond typical ad reads, integrating sponsored segments, product placements in video podcasts, social media collaborations, and in-person activations tied to podcasts.
Advertisers poured $2.28 billion into podcast ads in 2024, a 16% year-over-year increase, as they seek deeper connections with creators' loyal fan bases across multiple platforms and formats. The consistency, community engagement, and multimedia opportunities of creator-hosted podcasts appeal to brands aiming for long-term influencer partnerships. As podcasting's popularity and marketing potential grow, the medium has become a cornerstone of the blossoming creator economy.
LTK will host its first Creator Upfronts event on May 13 in New York City, showcasing new platform features and creator marketing insights. The company plans to unveil a redesigned consumer app with a video-first interface that allows users to discover lifestyle creators based on location and interests.
The platform reaches 38% of adult Gen Z and Millennial women in the United States, with its creator network generating over $5 billion in annual retail sales for brand partners. LTK executives will present developments in the company's AI toolkit designed to enhance creator partnerships. According to LTK research from late 2024, 93% of companies plan to increase their creator budgets or expand creators' role in their marketing strategy in 2025.
The company reports that brands now leverage creator content across an average of four channels beyond social media. The May event will provide insights into LTK's creator network and demonstrate new tools including Connected TV capabilities and Retail Media Network solutions. Kristi O'Brien, General Manager of LTK's Brand Platform, will deliver a live presentation on consumer search capabilities for creators.
Ted Raad's creator management company Trend takes a creator-first approach, prioritizing personal attention, genuine brand alignment, and transparent business practices. Trend has low manager-to-creator ratios to deeply understand each creator's audience and goals. It separates creator management from brand services to avoid conflicts of interest. Creators work directly with brands, while Trend handles logistics. Trend provides comprehensive support across influencer marketing, monetization strategies, and talent management.
Success is measured by serving creators' individual goals, not just maximizing revenue. Despite economic challenges, Trend emphasizes flexibility and measurable results to maintain valuable brand relationships. Key creator success factors include audience retention through engaging storytelling and consistent, authentic content tailored to each platform. As Trend grows, it remains focused on quality over scale to uphold its advocacy approach and foster a stable, trust-based creator economy.
The Cannes Lions International Festival of Creativity is rebranding its Social & Influencer Lions awards as the Social & Creator Lions for 2025. It is introducing five new subcategories - Creator Collaborations, Content Strategy, Community Building, Cross-Platform Storytelling, and Excellence in Craft - to better recognize creator-led work shaping brand narratives.
This change follows feedback that the 2024 awards did not adequately reflect creator contributions. While offering discounts for creators, barriers like travel costs remain. The festival continues expanding access through initiatives like the Creator Pass and creator-focused programming to showcase best practices and help the evolving $9.29 billion U.S. influencer marketing industry.
Support for banning TikTok in the U.S. has declined by 16% over the past two years, from 50% in early 2023 to 34% now, according to new Pew Research data. While Republicans remain slightly more likely to favor a ban, the partisan divide has narrowed. Data security and Chinese ownership drive support for a ban, while free speech concerns dominate the opposition. The perception of TikTok as a national security threat has also diminished from 59% to 49%. However, Americans remain closely divided, with 34% supporting a ban, 32% opposing it, and 33% unsure, highlighting continued uncertainty around TikTok's future in the U.S. market.
QVC Group, the home shopping network controlled by cable mogul John Malone, is cutting approximately 900 jobs or 5% of its workforce. The company is consolidating operations from Florida to its Pennsylvania headquarters as part of a pivot toward becoming a "live social shopping company."
The restructuring comes as traditional TV viewership declines and consumers increasingly turn to digital platforms like TikTok, Instagram and Amazon for shopping. QVC states its "WIN" strategy aims to reach customers "Wherever She Shops" through "Inspiring People and Products" and "New Ways of Working."
In its most recent quarter, QVC's revenue fell 6% year-over-year to $2.9 billion, while operating losses expanded to $1.3 billion. The company is expanding programming like a late-night talk show and live sports to drive engagement.
QVC is building "a next-generation content engine" to quickly create video for social media, streaming and its TV channels. While linear TV remains its "cornerstone," the retailer must "hurry expansion beyond TV" to find growth as shopping habits change.
Blackstone, a major private equity firm, is reportedly considering acquiring a small minority stake in TikTok's U.S. operations. This move comes as ByteDance faces an April 5th deadline set by the U.S. government to divest TikTok or face a nationwide ban over national security concerns.
A group led by Susquehanna International Group and General Atlantic has emerged as a frontrunner to acquire TikTok's U.S. business and spin it off into a separate entity with reduced Chinese ownership. Blackstone's potential investment would align with this proposal. The negotiations are closely watched, with the White House actively involved in facilitating the deal talks.
Two former OnlyFans subscribers from Illinois are suing the platform's parent companies, alleging fraud over agencies managing creator interactions without disclosure to subscribers. The plaintiffs claim they were deceived into believing they communicated directly with creators when agencies were handling messages. They state they wouldn't have subscribed or paid as much if aware of this practice.
The lawsuit seeks to represent a nationwide class of users who paid for content while creators allegedly used undisclosed third-party representatives. It highlights OnlyFans' financial stake, as the platform takes a 20% cut of creator earnings and reportedly generated around $2 billion in 2021 revenue. The case follows a similar 2024 lawsuit over "chatter scams" recently ordered to trial, as the industry-wide use of third parties for creator operations faces increased scrutiny over potential deception of subscribers.
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Patreon has secured new podcast partnerships with Sony Music Entertainment and Amazon's Wondery as the platform's podcasting segment experiences significant growth. Podcasters generated over $472 million on Patreon in 2024, a 35% increase from the previous year. The platform now hosts more than 6.7 million paid podcast subscriptions out of its 100+ million active memberships.
Sony's "Getting Better with Jonathan Van Ness" and Wondery's "Scamfluencers" will soon join Patreon, offering exclusive content and fan perks. These partnerships mark Patreon's strategic expansion beyond individual creators to established industry networks. Founded nearly 12 years ago by Jack Conte and Sam Yam, Patreon has established podcasting as its most valuable content category. The company faces competition from Substack, Apple Podcasts, and other subscription services in the increasingly crowded creator economy.
Athlete creators have become essential partners for brands during the March Madness college basketball tournament. Companies like Niagara, Raid, Nissan, State Farm, Experian, Intuit TurboTax and Ore-Ida are featuring student-athletes as influencers in their marketing campaigns. This reflects the growing trend of treating college players as content creators who can authentically promote brands to passionate fan bases.
While athlete influencers may deliver less overall content than traditional creators, brands value their potential for driving high impact engagement. As the NCAA's name, image and likeness (NIL) era matures, marketers are getting more strategic about identifying student influencers with strong creative skills beyond just their athletic abilities.
ByteDance's TikTok Shop e-commerce business in the US significantly underperformed expectations in 2024, failing to hit revenue goals. Leadership at the Chinese parent company criticized the US team's poor performance in an internal meeting. ByteDance is now taking disciplinary actions like placing underperforming US staff on performance improvement plans or offering severance packages.
The strategy shift comes as TikTok faces a potential US ban, with some employees questioning whether to keep pushing hard on a business that may soon shut down. While TikTok reported over $100 million in Black Friday sales, ByteDance feels the massive investment in the US e-commerce launch has not paid off yet.
The fate of TikTok, the immensely popular video-sharing app owned by Chinese company ByteDance, remains uncertain as an April 5th deadline for its potential sale to a U.S. buyer approaches. While President Trump has signaled a willingness to extend the deadline further, the app's future ownership is still unresolved.
As debates around data privacy and TikTok's societal impact continue, the temporary reprieve offers a chance to evaluate the app's role. For over 170 million American users, TikTok sparks creativity and joy, but also raises mental health concerns around addictive scrolling and content moderation challenges. As negotiations carry on, the app's sustained presence underscores critical questions around technology's influence in modern life.
The definition of a "podcast" is evolving, blurring the lines between audio and video content. Over half of survey respondents now consider YouTube videos as podcasts, complicating matters for advertisers seeking clarity and advanced metrics. Industry leaders call for a unified podcast definition to enable better measurement and forecasting to drive future growth.
The rise of video podcasts creates complexities around ad budgets, trackability, host identities, and revenue-sharing. Aligning on terminology could help podcasting capitalize on its surging popularity across platforms like YouTube and Spotify.