- Influence Weekly
- Posts
- Influence Weekly #393 - Starbucks Hiring Influencers to Travel, Paying Them up to $136,000
Influence Weekly #393 - Starbucks Hiring Influencers to Travel, Paying Them up to $136,000
How Lyft, Notion Are Tapping Into LinkedIn’s Rising Creator Economy
Nii Ahene
June 13, 2025
Spotlight Stories
YouTube’s Economic Footprint Reaches $55 Billion In U.S. GDP Contribution
Podcast Advertising Sees Surge In YouTube Video Content As Performance Metrics Stabilize, Report Shows
How Lyft, Notion Are Tapping Into LinkedIn’s Rising Creator Economy
Starbucks Hiring Influencers to Travel, Paying Them up to $136,000 [Registration Required]
Sponsored
Leading talent and marketing agencies are already using Streak to manage deals, automate outreach, and track every conversation — all within Gmail.
Join the teams ditching spreadsheets for smarter workflows.
Great Reads
YouTube's new economic impact report reveals the platform contributed over $55 billion to the U.S. GDP in 2024 and supported nearly 500,000 jobs. The foundation is YouTube's revenue-sharing model that has paid $70 billion to creators over three years. The report profiles successful creators who have built multi-million dollar businesses on YouTube, including Blogilates' Cassey Ho, First We Feast's "Hot Ones", Perkins Builder Brothers, and Cowboy Kent Rollins.
Beyond finances, YouTube serves as an educational resource used by parents, teachers and students. It is now the top platform for podcast consumption in the U.S. Personalization tools aid creator discovery and audience growth. YouTube provides a venue for diverse voices and content types like music, education and culture. The findings are based on surveys and economic modeling by Oxford Economics.
Linqia, The Female Quotient To Spotlight Women Driving Influencer Marketing’s Future At Cannes Lions
Linqia and The Female Quotient are partnering to host programming at the FQ Lounge during Cannes Lions. The initiative aims to spotlight women executives who champion influencer marketing within major brands like Unilever, Coca-Cola, PepsiCo, Netflix, NBA, NFL, and others.
Leaders will participate in panel discussions, interviews, and conversations throughout the week-long activation at Hôtel Martinez. The programming complements Cannes Lions' increased focus on the creator economy, officially rebranding the "Social & Influencer Lions" as "Social & Creator Lions" to showcase insights, talent and achievements of the creative industry leveraging influencers and creators.
Campaign Insights
Lowe's, a major home improvement retailer, has launched the home improvement industry's first creator network. This initiative aims to connect with younger consumers through creator-driven content while building a new commerce channel. The network features partnerships with prominent creators like MrBeast, DadSocial, and Chris Loves Julia.
MrBeast, whose business ventures are seeking a $5 billion valuation, joins as a headline partner with a dedicated storefront. Lowe's will serve as the exclusive building partner for season two of his show "Beast Games." The network offers a structured advancement program with increasing benefits for participating creators, including commissions, product samples, project funding, sponsorships, and event access.
With 17,000 creators enrolled during beta testing, the network plans to expand across social platforms while enhancing visibility for Lowe's and its vendor partners. This move follows similar creator-focused retail ventures like Walmart's Realm platform, blending inspiration with commerce through influencer-curated virtual shops. By tapping into the creator economy, Lowe's aims to gain relevance with younger generations and increase digital engagement.
YouTube's influence on the golf world is growing rapidly, with millions of fans consuming creator content on the platform. The PGA Tour has partnered with production company Pro Shop Studios to launch the "Creator Classic Series" - tournaments that pit YouTube's top golf personalities against each other in PGA Tour-level competitions.
The events test creators' skills on championship courses under genuine pressure, revealing the psychological challenges they face translating digital authority to real-world competence. While traditional broadcasts focus on outcomes, creator audiences crave an intimate connection with personalities, seeking to experience the emotional journey through their chosen creator's perspective.
The unique production approach gives viewers extended access to player reactions and storytelling, necessitating close collaboration between Pro Shop and PGA Tour broadcast teams. As other sports explore similar models, the Creator Classic suggests audiences are craving authentic competitive experiences that extend beyond typical entertainment content. The most enduring creator enterprises may be those delivering genuine growth opportunities through challenge.
Lipton Hard Iced Tea is bridging the generational divide between millennials and baby boomers through a unique spin on party culture. The brand partnered with senior influencers from the Retirement House and commentator Cruz Corral to challenge age perceptions.
An Instagram contest sends winners on a trip to the millennial/retiree hotspot Palm Springs, California. By appealing across generations, Lipton aims to boost awareness beyond a narrow target strategy as the hard iced tea category grows alongside spiked seltzers and ready-to-drink cocktails. The social-forward campaign leans into content designed for broad appeal.
Aston Martin's Formula One team granted behind-the-scenes access to five TikTok creators during the Emilia-Romagna Grand Prix in Italy. The creators produced authentic, short-form content from restricted areas like the paddock and pit lane, leveraging TikTok's editing capabilities for real-time posting.
This expands Aston Martin's partnership with TikTok, aiming to engage younger audiences through creators' fan perspectives on major motorsport events. The program's selection process generated over 40 million views, and winners receive mentorship and exclusive access throughout 2025. The initiative demonstrates how sports teams utilize creators for audience growth.
Podcast advertising campaigns are increasingly incorporating YouTube video content, with 64% of simulcast content now consumed on YouTube compared to just 36% on traditional audio feeds, according to new performance data. The shift toward video has led to a 20% increase in episodic podcast ad campaigns featuring YouTube over the past year. The report establishes median benchmarks like a 0.24% visitor rate, 0.016% conversion rate, $121 cost per acquisition, and 0.13% mobile app install rate across campaigns.
Pre-roll ads demonstrate superior cost efficiency while mid-rolls achieve higher engagement per impression. Longer ad durations over 90 seconds consistently outperform shorter formats. The data reveals significant measurement challenges with IPv6 adoption and attribution gaps between methods like pixels versus surveys. Industry performance varies, with media/entertainment achieving 1.5% visitor rates and telco leading at 0.05% purchase rates. Single-show campaigns outperform network buys on engagement but are less efficient on costs. Most conversions occur within the first week of ad exposure.
One in three U.S. TikTok users are now shopping directly on the platform, according to a new survey by YouGov. The survey of over 1,000 adults, including 415 TikTok users, revealed that 30% made purchases through TikTok Shop in the past year. Key findings include: Men outpaced women in usage at 33% vs 28%.
The 35-54 age group showed highest adoption at 41%. Fashion, electronics, home products and food/beverages were top categories. Price discounts motivated 52% of buyers, while influencer recommendations impacted only 12%. Annual spending was diverse, with 42% under $50 but 20% spending $251-$500. As more consumers transact on TikTok, the platform's e-commerce potential continues rising.
According to a report by ADVOCACY, a platform that helps companies mobilize employees as brand advocates, employee-generated content is driving growth rates exceeding 5,000% for some companies. The report analyzed three years of data across insurance, telecom, and tourism industries, tracking employee advocacy activities. Key findings include an insurance company growing employee participation from 52 to 2,816 in a year, generating nearly 1.5 million monthly LinkedIn impressions.
LinkedIn emerged as the primary reach driver, while Twitter and Facebook saw higher engagement rates. Successful programs adapted content to employee preferences and platform patterns. The report highlights employee advocacy as a cost-effective marketing channel, paying for itself within two months compared to paid advertising. Employees are motivated by recognition, communication opportunities with social circles, and rewards like gift cards or experiences. The report suggests employee advocacy reshapes the creator economy by developing internal talent as brand advocates.
The Big 3 Podcast - May Recap Podcast Now Out!
Join us for The Big 3 by Influence Weekly, where hosts Ceci Carloni and Nii Ahene deliver expert commentary on the creator economy's most impactful business developments. Each month, they offer insider perspectives on industry-shifting stories, unpacking what these changes mean for brands and marketing professionals in the creator economy
Interesting People
This article profiles iBella, a prominent female gaming creator on YouTube who found success from her childhood Roblox play. At just four years old, iBella began creating content on Roblox, garnering her first viral moment with a speed build video in the game Bloxburg. After a hiatus for school, she returned at 16 and strategically adapted popular content, leading to explosive growth and over 4 million subscribers. iBella will be a featured creator at VidCon 2025, participating in a panel on women leveling up in online gaming.
She aims to inspire through sharing her experiences overcoming gender-based doubts in gaming competitions. The article highlights iBella's platform-specific content strategies, creative milestones, and her advocacy for female representation in the gaming community as she expands into new creative pursuits beyond gaming. to provide the training and community support for creators to move beyond just surviving to thriving as entrepreneurial small businesses deserving of institutional resources.
African American streamers IShowSpeed, Kai Cenat and Druski are transforming global cultural exchange by creating two-way dialogues instead of traditional one-way U.S. cultural exports. IShowSpeed received unprecedented recognition from China's Ministry of Foreign Affairs for his Beijing and Shanghai livestreams, which brought authentic Chinese culture to young American audiences and sparked massive discussion on Chinese social platforms. FIFA President Gianni Infantino personally visited Speed's home to leverage his reach for promoting football to American youth, while Cincinnati honored him as "Mayor for One Hour."
Kai Cenat launched Streamer University in 2025, bringing 120 international creators including Brazil's Tota MC and Korea's RayAsianBoy for collaborative content creation that functioned as digital diplomacy. Comedian Druski expanded his Coulda Been Records brand internationally, collaborating with Afrobeat star Davido in Lagos and staging beach performances in Jamaica's Montego Bay. These creators amplified local talents, introduced global cultures to U.S. audiences through unfiltered livestreams, and established new markets for international youth creators on English-speaking platforms, proving streaming functions as cultural diplomacy beyond entertainment.
Capital One is facing a class-action lawsuit from social media creators who allege the bank's Shopping browser extension diverts their affiliate marketing commissions through deceptive practices. The lawsuit claims the extension systematically appropriates commissions by swapping out creators' affiliate cookies with Capital One's own during checkout.
Creators like Jesika Brodiski and Peter Hayward say this reduced their earnings from affiliate links. A federal judge allowed claims of unjust enrichment, contract interference, and violations of the Computer Fraud and Abuse Act to proceed against Capital One, which disputes the allegations. The case highlights issues around "last-click attribution" in affiliate marketing and follows similar suits against tech companies over allegedly diverting creator commissions.
How Lyft and Notion are leveraging LinkedIn's growing creator ecosystem highlights the rise of the professional networking platform as a marketing channel beyond job seeking. Rideshare company Lyft entered the space a year ago, promoting executive thought leadership content like the CEO's personal driving experiences. Productivity app Notion invested in creator partnerships over the past 2.5 years to build brand awareness, running campaigns featuring over 60 LinkedIn influencers.
Both companies underscore LinkedIn's evolution toward community-building over just career announcements. Research shows LinkedIn's traction for influencer marketing, with high engagement on video and carousel posts. Brands value LinkedIn creators' niche professional audiences compared to other platforms. As the platform expands creator monetization, more companies are tapping LinkedIn influencers for authentic, community-driven marketing beyond recruitment.
MrBeast's new reality competition series "Beast Games" has become a massive hit for Amazon Prime Video, breaking streaming records and garnering Emmy consideration. The show brought together 1,000 contestants competing for a $10 million prize through intense challenges, with cameras rolling 24/7 to capture all the drama.
Production was a huge undertaking, from casting over 100,000 people to editing 2 million gigabytes of footage. The winner, Jeffrey Randall Allen, hopes his victory will raise awareness for his son's rare brain disease. Despite the monumental scale, MrBeast and his team delivered an authentic and gripping show that has resonated with audiences worldwide.
The influx of influencers at major award shows like the BET Awards has sparked a debate about whether their presence enhances or dilutes the cultural significance of these events. While influencers can attract new, younger audiences, some argue their lack of understanding of the shows' history and importance undermines the traditional essence of celebrating artistry and creating lasting cultural memories.
The rise of the influencer economy challenges the old Hollywood hierarchy, as digital creators with massive followings now share the spotlight with established celebrities. Award shows must find a balance between embracing this shift and preserving their fundamental purpose as platforms for recognizing artistic excellence and defining cultural moments. The discomfort lies in whether influencers' viral stunts overshadow the authentic storytelling and legacy-building that have made these ceremonies iconic.
Industry News
Major League Baseball (MLB) has acquired an undisclosed minority stake in digital media company Jomboy Media, signaling its strategic move into the creator economy. The partnership grants Jomboy access to MLB intellectual property while maintaining editorial independence.
Both will collaborate on content for MLB events like the All-Star Game. The deal reflects sports leagues embracing creator-led strategies to engage younger audiences, following the NFL's influencer program launched in 2019. As viewer and ticket buyer ages drop, MLB aims to connect with Gen Z through authentic creator voices discussing baseball.
TikTok announced several updates at its annual TikTok World event aimed at enhancing its creator ecosystem and advertising capabilities. New tools include Market Scope for audience insights, Brand Consideration Ads for targeted promotions, and updates to TikTok One like Inside Spotlight for identifying engaging content.
The updates allow TikTok to better monetize creators and provide enhanced analytics for advertisers. This bolsters TikTok's position as a key influencer marketing platform amidst competition and concerns over a potential U.S. ban. By evolving creator offerings, TikTok aims to retain brands and top talent on its platform.
YouTube creator Jimmy Donaldson, known as MrBeast, has appointed Beau Avril as Senior Vice President and Global Head of Media & Brand Partnerships. Avril previously served as Director of Global Product Solutions for Agency & Accounts at TikTok and earlier worked at Meta and Google's FameBit influencer marketing platform.
His hire comes as MrBeast's business empire, which includes ventures like chocolate brand Feastables and snack company Lunchly, seeks a $5 billion valuation and expands beyond content creation. With over 400 million YouTube subscribers and his Amazon Prime show a hit, MrBeast is growing his media and brand partnership capabilities under Avril's leadership.
TikTok Shop's U.S. e-commerce operations are undergoing major leadership changes as parent company ByteDance brings in Chinese executives to oversee operations amid regulatory pressure. Initial goals to increase transaction volume tenfold were drastically reduced after performance fell short. Management changes include a new Chinese executive, Mu Qing, overseeing U.S. operations while demoting the previous e-commerce head.
TikTok Shop implemented stricter workplace policies, conducted layoffs affecting over 100 staff, and now frequently uses Mandarin in meetings. Despite engaging 37% of users in purchases, with $59 average spend and 12 annual transactions, TikTok Shop's projected 2024 U.S. sales of $9 billion significantly missed internal targets. ByteDance faces a June 19 deadline to divest TikTok's U.S. operations or risk a ban, though an extension is possible as the company expands TikTok Shop internationally.
Finnish livestreaming platform Noice is shutting down after six years of operations and raising $26 million in funding. The platform aimed to merge watching livestreams with multiplayer gaming and a revenue split model for creators. However, Noice faced challenges in a tough fundraising environment and competition from established players like Twitch.
The CEO announced the closure to staff, citing an inability to secure further funding. Despite partnerships with creators, Noice could not sustain operations in the competitive livestreaming market. The talented team is now seeking new opportunities as the company winds down.sed regulation and a continued rise of micro-creators in the coming years.
TikTok announced it now has over 30 million monthly active users in the UK, making it the platform's largest user base in Europe. To support this growth, TikTok is investing £140 million to expand its UK workforce to 3,000 employees and open a new 135,000 square foot office in London. The platform facilitated over 1.5 million UK businesses and contributed £1.6 billion to the UK economy in 2024, supporting 32,000 jobs.
TikTok's social commerce offerings like TikTok Shop saw significant growth, becoming the fastest-growing online retailer. The company is also investing in data security measures like Project Clover and enhancing safety features for teen accounts as part of this UK expansion.
TikTok has partnered with Creators HQ to launch the UAE's first "TikTok x Creators HQ Bootcamp," a five-day program aimed at advancing content creation skills for regional creators with over 10,000 followers. The bootcamp provides hands-on training in shooting, editing, producing content, studio production techniques, and storytelling methods.
This initiative aligns with the UAE's strategy to develop its creator economy, with projections showing the country's live streaming market growing from $1.9 billion to $3.4 billion by 2030. The broader MENA region is expected to reach $17.8 billion in live streaming market value by 2030. The program highlights the UAE's efforts to attract creators and establish itself as a hub for the global creator economy.
YouTube is easing its moderation policies for videos containing misinformation, derogatory language, and other violative content related to political, social, and cultural topics. Previously, videos considered in the "public interest" were removed if over 25% violated rules, but now the threshold has been raised to 50%. YouTube aims to promote political discussions and avoid being seen as overly restrictive like Twitch.
However, this move could allow more misinformation and unverified claims to spread, benefiting creators who engage in such content while aligning with YouTube's goals to grow its podcasting presence. While moderation overall is increasing, the policy shift has drawn criticism from fact-checking organizations concerned about the proliferation of misleading rhetoric, especially ahead of elections. YouTube defends the changes as reflecting evolving definitions of "public interest" while aiming to protect free speech and prevent egregious harm.
Dentsu, a major advertising agency, has appointed Lebogang Moerane as the new Head of Social & Influence for its South African operations. Moerane will co-lead Dentsu's influencer marketing strategy alongside Vicki Steenkamp, aiming to create culturally relevant and native content that resonates with South African audiences. The appointment reflects the growing importance of influencer marketing in South Africa, where spending in this area is expected to exceed $30 million this year.
Dentsu has been actively developing educational initiatives, such as its School of Influence program, to nurture local talent and promote ethical practices in the industry. The agency was among the first to adopt the South African Content Creator Charter, which establishes guidelines for ethical partnerships between marketers and content creators.
Dhar Mann Studios, a digital media company with over 136 million followers, is expanding its leadership team by hiring industry veterans from both digital and traditional entertainment sectors. The studio aims to position itself as a creator-led alternative to traditional Hollywood infrastructure.
Key hires include an Emmy-winning production executive from MrBeast Productions, a former BBC and FOX production head, an audience development and insights expert from Dotdash Meredith and Hearst, and a finance lead with experience at Warner Bros., Disney, and HBO.
The company also promoted its first employee to Showrunner. With a 125,000-square-foot production facility and nearly 200 employees, Dhar Mann Studios generates revenue through Google AdSense and brand partnerships, positioning itself as a premium, brand-safe environment for advertisers with its scripted content and diverse audience reach.
Registration Required
Creator platforms like YouTube, TikTok, and LinkedIn will surpass traditional media companies like TV networks and print publications in advertising revenue in 2025, according to a new forecast from WPP Media. This marks a significant shift, as professional content makers accounted for over 70% of content-based ad revenue in 2019.
WPP estimates creator-driven platforms will generate around $235 billion in ad revenue this year, edging out the $235 billion from traditional media sources. Creators themselves are projected to earn $185 billion in 2025, up 20% from 2024, driven largely by brand sponsorships. While streaming TV ad spend is growing rapidly, overall TV ad revenue will increase just 1% in 2025. Print ad revenue continues declining, shedding 3% to $45.5 billion. The forecast highlights the accelerating dominance of user-generated content and influencer marketing over professionally-produced legacy media.
Online creators are outnumbering traditional media at Los Angeles immigration protests, with their content reaching millions and influencing national discourse. Conservative creators Cam Higby and Aldo Buttazoni flew from Washington State to livestream coverage, earning unpaid Fox News appearances and viral posts amplified by Trump officials and Elon Musk.
Higby's videos amassed millions of views while blending reporting with advocacy, repeating Trump's calls for National Guard intervention. The creator hired bodyguards after receiving threats from liberal protesters who recognized him at demonstrations. Left-leaning streamers like Hasan Piker also covered protests, with his eight-hour Twitch stream drawing 1.4 million views.
Channel 5 News creator Andrew Callaghan notes the protest video market exploded after 2020 Black Lives Matter demonstrations, with creators using "independent" labels while following conservative media incentive structures. At least 150 protesters have been arrested since Friday as tensions continue between the Trump administration and California Governor Gavin Newsom over federal troop deployment.
Starbucks is hiring two content creators to travel the world for a year and document Starbucks experiences. The role pays up to $136,000 with travel costs covered. Applicants must submit a TikTok video using #StarbucksGlobalCoffeeCreator by June 13th. One role is for a current employee, the other external.
No experience required beyond creating engaging content. It's part of Starbucks' influencer marketing push appealing to Gen Z on social media platforms like TikTok. The move signals brands increasingly seeking long-term creator partnerships over one-off campaigns to authentically connect with younger audiences.
YouTube is easing its moderation policies for videos containing misinformation, derogatory language, and other violative content related to political, social, and cultural topics. Previously, videos considered in the "public interest" were removed if over 25% violated rules, but now the threshold has been raised to 50%. YouTube aims to promote political discussions and avoid being seen as overly restrictive like Twitch.
However, this move could allow more misinformation and unverified claims to spread, benefiting creators who engage in such content while aligning with YouTube's goals to grow its podcasting presence. While moderation overall is increasing, the policy shift has drawn criticism from fact-checking organizations concerned about the proliferation of misleading rhetoric, especially ahead of elections. YouTube defends the changes as reflecting evolving definitions of "public interest" while aiming to protect free speech and prevent egregious harm.
Right-wing X influencer Dominick McGee earned approximately $55,000 annually from the platform despite having 1.5 million followers and billions of views, revealing the economic reality behind social media influence. McGee, ranked third-most influential X user behind Elon Musk and Andrew Tate, has made $157,000 total from X's revenue program since 2023 plus $62,000 from subscribers. His success strategy involves posting outrage content from 9 AM to 8 PM daily, targeting figures like Brittney Griner to generate controversy and engagement from premium users.
The creator recently had just seven dollars in his checking account despite earning over $150,000 from a cryptocurrency promotion deal that later lost 90 percent of its value. McGee pivoted from election conspiracy theories to celebrity content and podcasting, using a "bait and switch" strategy to attract mainstream audiences before exposing them to political messaging. His White House press briefing appearance boosted online attention but cost him money on flights, highlighting the gap between social media fame and financial success in creator economics.
President Trump plans to extend TikTok's operating deadline for the third time since taking office, with the current June 19 deadline approaching amid stalled trade negotiations with China. The White House previously facilitated a deal for American investors including Oracle, Blackstone, Silver Lake, Andreessen Horowitz and Michael Dell to take ownership of a US-operated TikTok, with ByteDance retaining under 20 percent.
However, the agreement stalled after Trump imposed heavy tariffs on Chinese imports in April, with ByteDance representatives telling the White House that China wouldn't approve the deal until trade and tariff negotiations occurred. Trump spoke with Chinese President Xi Jinping Thursday, agreeing to new trade talks in London Monday led by Treasury Secretary Scott Bessent, Commerce Secretary Howard Lutnick and Trade Representative Jamieson Greer.
Trump views TikTok as crucial for reaching younger voters despite national security concerns over China-based ownership, telling reporters "TikTok was very good to me." Some Republicans criticize Trump for ignoring the bipartisan law requiring TikTok's ban or sale, though the Republican-controlled Congress hasn't moved to block his actions.