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- Influence Weekly #395 - How Olipop Uses Creator-Led Sports Content To Win New Fans On YouTube
Influence Weekly #395 - How Olipop Uses Creator-Led Sports Content To Win New Fans On YouTube
PlayStation NBA Creator Cup Returns To Las Vegas In July With Star-Studded Roster
Nii Ahene
June 27, 2025
Spotlight Stories
Zohran Mamdani: How a Mayoral Campaign Is Changing Influencer Culture
PlayStation NBA Creator Cup Returns To Las Vegas In July With Star-Studded Roster
How Olipop Uses Creator-Led Sports Content To Win New Fans On YouTube
Fanfix Hits $170M Creator Payout Milestone As Platform Reaches 15M Active Users
Great Reads
The New York City mayoral race has sparked a new conversation around influencer culture and the expectations for creators to use their platforms for political activism. As a long-shot progressive candidate, Zohran Mamdani has gained significant traction and support from young, online-savvy New Yorkers by collaborating with popular influencers across different niches like comedy, lifestyle, and entertainment. Many view it as imperative for influencers, especially those who commodify New York as their backdrop, to advocate for causes impacting the city and its residents.
However, weighing in on politics remains a contentious issue, with some arguing creators should remain apolitical "vibes" accounts. Nonetheless, Mamdani's people-focused approach has resonated, with even previously non-political influencers endorsing his candidacy and encouraging their Followers to vote..
YouTube marks its 20th anniversary in 2025, reflecting on its growth from a garage project to the leading global streaming platform with over 1 billion monthly active users and 100 million premium subscribers. The platform has paid out $70 billion to creators from 2021-2023, legitimizing content creation as a career. YouTube has expanded from primarily U.S.-based creators to thriving communities across Asia, Europe, Latin America and other regions. It has facilitated cultural exchange, with regional content like K-pop and anime finding large international audiences.
Emerging formats like "Let's Play" gaming videos, ASMR, and intimate "Get Ready With Me" videos have evolved through creator-audience collaboration. Recent data shows YouTube leading in streaming watch time, with significant growth in both short and long-form content consumption. The platform has diversified with features like YouTube Shorts, Music/Premium subscriptions, podcast integration, and landmark livestreams. YouTube's two-decade journey represents an entertainment revolution driven by the direct connection between creators and audiences worldwide.
Snap acquired Saturn, a social calendar app used by 80% of U.S. high schoolers across 17,000 schools, to enhance social features for teen users. Approximately 30 Saturn employees will join Snap while the app continues operating independently as Snap explores integrating calendar functionality into Snapchat. Saturn, founded by Dylan Diamond and Max Baron, previously raised $44 million from investors including Marc Benioff, Dara Khosrowshahi, and Jeff Bezos' Bezos Expeditions.
The app features a Snapchat-like interface allowing teens to share and compare schedules, supporting block schedules, rotation calendars, and extracurricular activity management. The acquisition strengthens Snap's teen user engagement as the company reports 900 million monthly active users, up from 850 million in August. Snap faces ongoing legal challenges over youth safety, including a Florida lawsuit alleging violations of state social media access restrictions for children.
Campaign Insights
Olipop, a Gen Z-favorite soda brand, is taking an innovative approach to build brand relevance through creator-led sports content on YouTube. By integrating into shows like the scripted golf comedy "Shanked" as more than just product placement, Olipop taps into the younger audience's preference for authentic storytelling over traditional advertising.
The brand also partners with events like The Next Chapter (TNC) league, where athletes and creators reimagine 1-on-1 basketball as pay-per-view entertainment. This precision strategy allows Olipop to reach its target demographic through content they choose to watch, rather than ads they skip. As athletes and creators become full-blown media platforms, brands like Olipop are at the forefront of a shift where the next generation of sports media won't live on cable but on platforms like YouTube, with creators and athletes owning the IP, shaping the story, and controlling the upside.
TikTok announced its #LevelUpAfrica program to empower 3,000 African creators through training, mentorship and in-person events over 8 months. The initiative aims to provide tailored education on content strategy, monetization, brand partnerships and understanding TikTok's algorithm.
With this program, TikTok signals a shift from short-term reach to investing in long-term relevance for African creators facing monetization barriers. The curriculum will be delivered by regional partner Special Effects Media South Africa, underscoring TikTok's commitment to nurturing local talent ecosystems critical to its global success.
The PlayStation NBA Creator Cup, now in its fourth edition, is returning to Las Vegas on July 9th, bringing together influential names in basketball and gaming content. With a combined social following of over 150 million, the star-studded lineup includes gaming icon SypherPK, comedic creator D'Aydrian Harding, former college players, and professional athletes.
The event, part of the NBA's expanded creator program generating 650 million video views, highlights the growing trend of creator-driven sports coverage complementing traditional media outlets. Representing the league's commitment to leveraging influencers, the Creator Cup series aims to reach new audiences through innovative content partnerships.
Webfluential, an African creator marketing platform with over 600,000 creators, has unveiled a redesigned platform called Webfluential 2.0 aimed at empowering the continent's booming creator economy. The updated platform introduces features like enhanced creator profiles, direct sales capabilities for digital products, affiliate program integration, and detailed search tools for brands to find niche creators.
Co-founder Murray Legg highlights Webfluential's data-driven approach inspired by "Moneyball" analytics to match the right creators with brands based on performance metrics. With a vision of creating 1,000 creator millionaires by 2028, Webfluential aims to unlock Africa's creator economy potential by providing financial literacy resources, facilitating brand collaborations, and building an ecosystem with specialized services for successful creators.
The creator economy is shifting away from celebrity influencers with massive followings toward nano-, micro-, and mid-tier creators with niche, highly engaged audiences. These smaller influencers deliver superior engagement rates, with nano-influencers averaging 6.23% on Instagram and 10.3% on TikTok.
Their perceived authenticity and peer-level resonance allow brands to tap into targeted communities aligned with their offerings. By cultivating relationships with these grassroots advocates, companies can drive more meaningful connections, higher ROI, and sustained customer loyalty over time. The data shows smaller is better for maximizing influencer marketing impact.
Olipop, a better-for-you soda brand, unveiled a summer marketing campaign focused on nostalgia and turning everyday consumers into influencers. The brand transformed the Austin Motel with three retro-themed suites inspired by different Olipop flavors and decades, allowing consumers to enter for a chance to win a stay. Olipop also partnered with Amazon Ads to drop 5,000 exclusive "VIP" PR boxes containing branded merchandise and product samples for just 5 cents each.
The affordable boxes aim to replicate influencer unboxing experiences by putting Olipop's fans in the spotlight as micro-influencers. This fan-focused approach flips the traditional influencer marketing model as Olipop looks to drive authentic social media buzz and connections around its nostalgic summer push amid intensifying competition in the better-for-you soda category.
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
Mikey Angelo, a TikTok and YouTube sensation with millions of followers, is transitioning from creating humorous online content to becoming a legitimate musical artist.
At VidCon 2025, Mikey discussed his journey from small-town obscurity to internet fame, driven by an intense desire to perfect his craft. He revealed coping strategies to combat creator burnout and embraced being labeled the "face of Gen Z." Mikey is pushing creative boundaries by exploring improv comedy and planning his first live one-man musical comedy show.
As platforms and creators recalibrate their relationships, Mikey's evolution exemplifies how the creator economy allows artists to forge authentic connections with audiences through innovative content strategies before breaking into traditional entertainment spheres. His story underscores the blurring of lines between content creation and legitimate artistry in today's digital entertainment landscape.
Amouranth, one of Twitch's top female streamers, has returned to the platform nearly two years after signing a lucrative deal with rival streaming site Kick. She deleted a post suggesting she earned $38 million during her time on Kick, which would equate to around $19 million annually. While details of her original Kick contract were never disclosed, she had praised the platform's creator-friendly policies and communication.
Amouranth's return comes amid Kick's shift away from exclusive deals, allowing multi-streaming. With over 6 million Twitch followers, maintaining a presence on the larger platform appears strategically valuable despite her reportedly high Kick earnings. The move highlights the lucrative opportunities available to top creators across platforms vying for talent through competitive compensation packages and flexible policies.
Mark Rober, the popular YouTube creator behind the CrunchLabs science and engineering brand, has collaborated with the massively popular kid's channel Toys and Colors for a series of educational yet entertaining videos. Rober hosted a "Science Day" at CrunchLabs headquarters, challenging the young stars Kaden and Andrea with scientific experiments and an "extreme laser maze." The collaboration unites two YouTube powerhouses - Toys and Colors has 76.5 million subscribers while Rober's channel has 69.2 million.
For Toys and Colors' parent company pocket.watch, the collab capitalizes on the channel's surging viewership which regularly topped U.S. charts last year. Meanwhile, CrunchLabs aims to promote its build box subscriptions and new summer "Camp CrunchLabs" initiative through engaging content featuring Rober's brand of hands-on science education. With new Chief Content Officer Scott Lewers on board, CrunchLabs is investing in making its products look exciting for young viewers.
A YouTuber, Tavarish, has teamed up with Frank Stephenson, the original designer of the iconic McLaren P1, to create a new hypercar called the P1 Evo. Aiming to be the fastest McLaren ever, the P1 Evo will feature a heavily modified powertrain from a wrecked 720S, producing an estimated 1,400 horsepower, potentially surpassing even the McLaren Speedtail's performance.
While retaining the P1 name, the design will be massively different from the original. The one-off hypercar is expected to be unveiled at SEMA 2026, showcasing the collaborative effort between the YouTuber and the renowned designer to push the boundaries of McLaren's performance and design legacy.
Tanzanian police arrested YouTubers Jackson Kabalo and Joseph Mrindoko for "improper use of social media" as President Samia Suluhu Hassan intensifies pre-election crackdowns. The creators hosted political discussions on their Wachokonozi channel covering national debt, democracy and government accountability. The arrests signal deteriorating press freedom ahead of October elections, despite Hassan initially lifting restrictions after succeeding autocratic predecessor John Magufuli in 2021.
Opposition leaders accuse her government of reversing promised democratic reforms. Hassan's administration blocked main opposition party Chadema from contesting presidential and parliamentary elections while charging leader Tundu Lissu with treason, an unbailable offense carrying potential death penalty. Tanganyika Law Society president Boniface Mwabukusi condemned the YouTuber arrests, stating "criticizing a leader or pointing out government shortcomings is not an offense — it is a constitutional right."
YouTube star MrBeast faced backlash over his AI-powered thumbnail tool that allows users to generate thumbnails by referencing existing creators' content. Critics like JackSepticEye and PointCrow accused the tool of enabling unauthorized use of their branding and artwork. PointCrow argued it could "steal" artists' work without permission.
After discussions, MrBeast acknowledged the concerns and promised revisions to address ethical issues raised by the creator community. While the Viewstats tool remains active, updates are underway to prevent misuse and protect creative integrity on the platform amidst the ongoing AI content creation debate.
Industry News
Fanfix, a creator monetization platform focused on direct-to-fan revenue, has surpassed $170 million in creator payouts and reached 15 million active users. Over 270 creators earn over $100,000 annually, with many crossing $1 million in lifetime earnings. Fanfix's model centers on paid direct messages, tiered memberships, and exclusive content, driving higher retention and subscriber lifetime value. As part of its growth strategy, Fanfix expanded its executive team and projects exceeding $250 million in creator payouts by early 2026, aiming for $1 billion by 2027. The platform plans continued investment in product development, creator education, and support services.
TikTok launched Community Fest 2025, a global in-app event from June 15 to July 5, highlighting the platform's live creator community. With 130 million creators going live daily, TikTok aims to empower its growing live-streaming ecosystem. The festival features expanded community tools like multi-guest hosting and collaborative streaming.
It is a precursor to the larger LIVE Fest 2025 celebration later this year. TikTok spotlighted successful live creators leveraging the features to grow businesses, build communities, and advance artistic careers. As the creator economy evolves, TikTok continues enhancing its live commerce capabilities, having seen significant Black Friday sales driven by livestreams last year.
The Tattle Life scandal has sent shockwaves through the influencer community, exposing the anonymous operator behind the notorious gossip forum known for viciously trolling creators. The site's unmasking after a landmark defamation case signals a major shift – the era of untouchable online hate is ending. Experts warn influencers can no longer accept anonymous abuse as an occupational hazard.
With platforms now on notice to address toxic content, creators are urged to document harassment, leverage legal avenues to unmask abusers, and industry leaders must prioritize online safety. As one victim stated, "The internet is not an anonymous place" – highlighting influencers' newfound power to protect their reputations in this post-Tattle Life landscape.
Creator Flow, a Sydney-based user-generated content (UGC) platform, has solidified its position as Australia's largest dedicated UGC platform. Over the past year, the company expanded its network of vetted Australian creators from 350 to over 650, an 85% growth. Creator Flow facilitated the production of more than 3,000 UGC videos in 2024 and saw a 120% year-over-year increase in its client base.
The growth reflects the rising demand for authentic creator-led content, as research shows 79% of consumers say UGC impacts their purchasing decisions more than influencer posts. Creator Flow recently joined the Australian Influencer Marketing Council and implemented platform enhancements to streamline content creation processes.
Patreon consolidates its pricing tiers into a single 10% rate for creators who publish after August 4, 2025, eliminating the current Pro (8%) and Premium (12%) plans. Existing creators with published pages will maintain their current rates, while those launching before the deadline can lock in the lower 8% fee.
The pricing change reflects Patreon's evolution from payment processing to comprehensive creator services including media hosting, community features and discovery tools. The platform reports 63% year-over-year growth in creator-fan chat messages and 80 million hours of video consumption annually.
Patreon's research shows creators earn 40 times more per fan than on TikTok, averaging $52 annually per fan and $110 per paying member. The direct-to-fan market is projected to grow from $194 billion in 2025 to $237 billion by 2027, with 95% of creators now using direct-to-fan models.
The company is introducing live streaming capabilities this summer with built-in chat and moderation tools, plus expanding video storage to 100 hours monthly from previous lifetime limits. Over 90% of creators with active communities earn at least $1,000 monthly on the platform.
The creator economy is at a pivotal juncture, with an estimated 50 million creators generating content for 5 billion social media users worldwide. A Deloitte report examines the future relationship between creators and platforms, highlighting potential scenarios shaped by competition, government policy, and corporate responsibility. Key takeaways include the financial instability many creators face, with 58% earning less than $50,000 annually, fueling concerns over fair pay and protections.
The report draws parallels to labor movements in the gig economy and explores how recent events like Hollywood strikes could accelerate similar activism among creators, amplified by AI-related anxieties. Platforms are urged to proactively support creators to foster loyalty and engagement while getting ahead of competition and potential regulations. Overall, sustainable models benefiting the entire ecosystem are needed as this rapidly growing sector continues evolving.
At the 2025 Cannes Lions advertising festival, content creators played a prominent role as brands shift toward creator-led marketing strategies. The "Social & Creator Lions" category saw 18% growth in creator-focused submissions. Major brands like Unilever announced plans to significantly increase partnerships with creators. Influencers like Dhar Mann and Coco Bassey attended to forge long-term brand deals.
Ad agencies are acquiring creator-focused firms to capitalize on this trend. For top creators, lucrative six and seven-figure deals are becoming a reality as advertisers seek authentic audience connections through influencer collaborations. The festival highlighted the creator economy's rising prominence in the marketing world.
Australia's competition watchdog has delayed providing promised guidelines on influencer marketing over a year past its initial 2024 deadline. This comes after finding 81% of analyzed influencers shared potentially misleading advertising posts. While Australia lags, other countries like New Zealand, European nations, and the UK have implemented stricter regulations and penalties for undisclosed influencer promotions.
The Australian government has taken a different approach by partnering with popular influencers for public health campaigns targeting youth. However, industry self-regulatory bodies maintain only voluntary codes without financial penalties. Legal experts suggest the watchdog could adopt U.S.-style mandates requiring disclosure of all material brand connections. As the creator economy grows, consistent regulations balancing consumer protection and marketing innovation remain an ongoing challenge.
TikTok is actively looking to boost news influencers in North America and beyond. The company recently posted a job listing for a creator manager responsible for managing and growing 'News' creators on the platform. This move comes as more than half of American TikTok users say they regularly get news on the app, primarily from creators rather than traditional news organizations. However, most users get news from mid-tier influencers or creators who discuss news in the context of pop culture or entertainment, rather than following professional journalists or news outlets.
TikTok's push into news influencers aligns with social platforms' mixed track record in supporting news, with Meta shuttering its News Tab program last year, while Snapchat has long been committed to news influencers. As TikTok looks to expand its news presence, it remains to be seen how the platform will balance the need for accurate and reliable information with its emphasis on entertainment and viral content.
TikTok launched expanded AI video generation tools at Cannes Lions, introducing Image-to-Video, Text-to-Video, and Showcase Products features within its Symphony platform. The tools allow advertisers to convert static images into dynamic five-second clips, generate videos from text prompts, and create product demonstrations using digital avatars.
Early adopters report strong performance gains, with YOOX achieving 15% lower cost per add-to-cart and American Eagle seeing 60% higher traffic return on ad spend compared to standard assets. All Symphony-generated content receives automatic AI labeling and multiple safety reviews. TikTok partnered with Adobe Express and WPP to expand Symphony's reach, making the tools available within existing creative workflows. WPP became the first advertising company integrating Symphony into its AI platform, with Danone among initial clients utilizing the technology for localized content creation.
YouTube has confirmed that Google is using videos from the platform to train its artificial intelligence models, including Gemini and the advanced Veo 3 video generator, without explicitly gaining consent from creators. While YouTube allows creators to opt out of third-party AI training, there is no option to prevent Google from utilizing user content for its own models.
The revelation has sparked concerns over intellectual property rights and legal challenges in the creator economy, as leading creators and IP professionals claim they were unaware their work could be used for AI training. This issue emerges amid growing legal battles, with lawsuits filed against companies like OpenAI and Midjourney for allegedly scraping copyrighted content without authorization to train AI systems..
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Logan Paul and KSI's energy drink Prime saw a 70% revenue decline in the UK last year, dropping from £120 million to £33 million. The brand attributes this to moderating consumer interest after an initial "hyper-growth phase." US sales also fell 40% through June 2024 as new buyer acquisition slowed.
While Prime went viral in 2022 bolstered by its influencer founders, maintaining long-term growth has proven challenging. The company faced cash flow issues, missing payments to vendors like bottler Refresco and ingredient supplier Agrovana, who sued for breach of contract. As the social media hype fades, Prime is strategizing for more sustainable market presence.
Independent creator marketing agencies race to compete with holding companies after Publicis acquired influencer platform Captiv8 in May. The acquisition gives Publicis access to 15 million creators across 120 countries, forcing independent shops to upgrade their measurement and technology capabilities.
Whalar partnered with Kantar to use Link AI for automated creative performance prediction, while agency Influencer hired measurement director Paul Heithaus and upgraded its Waves platform with Snapchat integration. Blue Hour Studios integrated Swell.AI for influencer scoring and content optimization.
Creator marketing revenue will reach $184.9 billion in 2025, up 20% from 2024, with projections hitting $376.6 billion by 2030. CFOs demand accountability as creator spending claims larger budget portions, pressuring agencies to demonstrate measurable ROI.
Independent agencies emphasize specialization and agility advantages over holding company scale. However, Movers+Shakers CEO Evan Horowitz credits his Stagwell acquisition with winning Adobe's global social account, acknowledging that certain opportunities require integrated systems and scale that independents struggle to provide.
Google cut its smart TV budget by 10% and trimmed up to 25% of its 300-person Android TV and Google TV team as it shifts focus toward YouTube. The division previously operated with hundreds of millions in annual budget, working on smart TV technology for manufacturers like Sony and TCL. The pullback creates opportunities for competitors including Roku, Amazon Fire TV and Samsung as Google prioritizes AI and cloud investments.
Google's Android TV ranks fifth in U.S. streaming device usage behind Roku, Samsung, Amazon and LG despite the company's resources and YouTube ownership. YouTube generated over $50 billion in combined advertising and subscription revenue for the 12-month period ending September 2024, driving Google's strategic focus. The streaming service commands 67% more viewing time than Netflix according to Nielsen, leading executives to double down on YouTube rather than competing operating systems.
Social media creators dominated Cannes Lions advertising festival, with influencers like YouTube's Dhar Mann paying their own way to secure long-term sponsorship deals. The 25-million-subscriber creator flew his entire leadership team to France for dozens of marketer meetings, seeking to expand beyond YouTube ad revenue.
Major brands are shifting strategies toward creator partnerships at unprecedented scale. Unilever announced plans to work with 20 times more creators while dedicating half its marketing budget to social-first campaigns. American Eagle's marketing chief declared "influencers are everything" across all industries.
Ad holding companies are acquiring creator agencies rapidly, with Publicis buying Captiv8 and WPP purchasing Obviously and Goat Agency. Comedian Adam Waheed, earning six-figure deals monthly with two billion views, represents creators choosing platform-native success over traditional media crossover.
Fashion creator Coco Bassey invested her own funds attending Cannes, meeting with Ciroc and Meta executives. The trend reflects creators' evolution from influence-seekers to sophisticated business operators commanding seven-figure advertising partnerships.
Mattel transforms iconic brands into influencers, positioning Barbie as talent rather than just a product. The toy giant's chief brand officer Lisa McKnight announced at Cannes Lions that Barbie's TikTok account with 2.2 million followers creates viral content around everyday activities like parallel parking and making matcha.
The strategy mirrors creator economy tactics, with Barbie securing brand collaboration deals including partnerships with Verizon. Mattel monetizes these partnerships as sponsored content, creating new revenue streams beyond traditional toy sales.
The approach reflects broader industry shifts as major brands adopt creator-style content strategies. Mattel tailors influencer marketing across its 100-plus brand portfolio, partnering with parenting accounts for Fisher-Price while positioning Barbie as a standalone social media personality.
McKnight emphasized success comes when Barbie appears relatable in everyday situations, driving high engagement rates. The strategy positions traditional brands as entertainment creators, blurring lines between product marketing and social media influence.
The creator economy in Asia-Pacific is seeing a shift, with Instagram gaining ground on TikTok. India, Japan, and Australia are driving this trend, each for different reasons. In India, Instagram's user base is projected to grow 10% this year, filling the void left by TikTok's ban. In Japan, Instagram is steadily rising with 44.4 million users forecasted for 2025, as the market warms to visual-first content.
Meanwhile, TikTok's growth in Australia has slowed to 1.1% through 2029 due to new age restrictions. Regulatory shifts around child safety are also challenging TikTok across the region. While TikTok remains dominant, Instagram's localization, consistent engagement features like Reels, and advertiser-friendly approach position it for growth where audiences are migrating. Marketers may need to rebalance media allocations and creative strategies to meet this evolving landscape.
TikTok showcased its resilience at Cannes Lions advertising festival, hosting executives and top creators at the luxury Carlton Hotel despite facing a U.S. ban. CEO Shou Chew met with influencers including @ReesaTeesa and @AdamW, while the company sponsored creator travel and nightly networking events.
President Trump granted TikTok another 90-day extension until mid-September to find new ownership, but industry executives largely dismissed the ban as a non-issue. American Eagle's marketing chief called it "the biggest nonissue" at the festival, with brands continuing business as usual.
TikTok's global business solutions VP Khartoon Weiss expressed confidence in resolving the ownership dispute, emphasizing the company's commitment to being a "responsible and predictable partner" for advertisers. The company maintained its high-profile presence at cultural events, positioning itself as indispensable to creators and the billion-user global audience.