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For the fifth year, Business Insider is highlighting the leading PR pros in the creator economy. These professionals help their clients manage media appearances and image. The publicists work with top influencers across TikTok, YouTube, and Instagram. Bailey is a publicist with Align Public Relations, a firm founded by Nicole Perez-Krueger, who's built most of the business on digital-first talent. This story is available exclusively to Business Insider subscribers.

Persons: Alex Cooper, Cooper, Cait Bailey —, Alix Earle, Remi Bader, Bailey, Nicole Perez, Krueger, who's, Perez Organizations: Business, YouTube, Vogue, Public, The New York Times Locations: TikTok, The

☆ A creator made 5 figures with a dating podcast and quit her job to focus on her side hustle full-time. She breaks down her income from brand deals, sponsored events, and more.
▼ + stars: | 2024-04-19 | by ( Shriya Bhattacharya | ) www.businessinsider.com time to read: +6 min

Most nights, you'll find Ariana Nathani in the middle of a crowded bar, surrounded by young people waiting to meet her. In 2019, she launched a dating podcast called "Drinks First," where she would interview anonymous singles about their dating preferences and history. She promotes the podcast and posts food and lifestyle content on her personal TikTok and Instagram accounts, too. She has an upcoming event with the dating app Bumble, which is paying her $5,000 to host an event at the restaurant Ketchy Shuby. Outside Drinks First, Nathani has built her own brand as a food and lifestyle creator.

Persons: you'll, Ariana Nathani, Zers, Nathani, I've, it's, Brands, She's, Johnson, she'd, It's Organizations: Business, Brands, Soho, Soho House, Nathani, Johnson Locations: New York City, TikTok, Soho, New York, Georgia

☆ How much Snap pays employees in the US
▼ + stars: | 2024-04-15 | by ( Ashley Rodriguez | Shriya Bhattacharya | ) www.businessinsider.com time to read: +2 min

Snapchat's owner Snap is hiring in the US and pays five or six figures for many jobs. Business Insider analyzed public data to get a sense of how much Snap pays its employees in the US. Snap has offered salaries from about $45,000 to over $1.95 million for various roles. Related storyWith dozens of openings in the US, Business Insider updated its analysis of how much Snap pays employees in the country for certain jobs. According to the data, Snap offered certain US staffers between October 2021 and December 2023 annual salaries ranging from $45,282 to $1.95 million for various roles.

Persons: — Organizations: Business, Service, US Department of Labor's, Foreign Labor

☆ Snap offers as much as $500,000 in base salary to top Snapchat talent. Here's pay data on US jobs in engineering, sales, and more.
▼ + stars: | 2024-04-13 | by ( Ashley Rodriguez | Shriya Bhattacharya | ) www.businessinsider.com time to read: +27 min

Despite laying off full-time staff earlier this year, Snap has open roles in areas including engineering, sales, and marketing. On April 12, Snap had globally listed 142 open positions on its jobs board, including 88 openings in US cities. Related storiesMany of Snap's applications included annual salary ranges rather than a single salary for a given role. For example, Snap included a pay rate of $97,760 and $140,000 a year for one software engineer position. In cases where Snap submitted multiple applications for a particular job, such as a level III software engineer, we included the lowest and highest salary for the role as well as the median range.

Persons: Dan Whateley Organizations: Stars, Advertising Research Center, Business, US, of Foreign Labor, Department of Labor, Inc, Santa, Research, Data, Analytics, CRM Technology, Finance Technology, IT Corp Services, Learning, Partner, Engineering, Security Engineering, Software, Software Engineering, Oracle Systems, Assurance, iOS, Wireless Network, Global, Lens, Advisory Partners, Corporate, Corporate Finance, Strategic Locations: Santa Monica, Seattle, View, Palo Alto , New York, San Francisco

☆ 3 takeaways from new data on how much money creators are making in 2024, including why affiliate marketing is having a 'glow up'
▼ + stars: | 2024-04-11 | by ( Shriya Bhattacharya | ) www.businessinsider.com time to read: +5 min

Creators' earnings are still on the rise, but the ways in which they make money are changing. New data from market-research firm eMarketer, Business Insider's sister company, forecasts that creator revenue from social media will rise by 16.5% year over year to $13.7 billion in 2024. While brand partnerships remain the primary income source for creators, affiliate marketing is getting a "glow up" this year thanks to platforms like TikTok and YouTube, according to research-analyst Jasmine Enberg. A creator usually has several income streams, from brand partnerships to affiliate marketing to launching courses. Affiliate marketing is also popular on Instagram and YouTube, with the latter doubling down recently with its own affiliate-marketing program .

Persons: Jasmine Enberg, it's, Enberg, Janesha Moore, Moore Organizations: YouTube, Business, US

☆ Creators explain how to start making money with the TikTok Creative Challenge program, including what type of content is most popular with brands
▼ + stars: | 2024-04-09 | by ( Shriya Bhattacharya | ) www.businessinsider.com time to read: +4 min

Read previewSome TikTok creators are earning thousands of dollars from user-generated videos. The platform introduced early last year the TikTok Creative Challenge, a program for creators to submit UGC-style ads for brands. The TikTok Creative Challenge also offers bonuses, ranging from $300 to $1,000, to motivate users to continue creating UGC content. Caitlin Jenco's TikTok Creative Challenge dashboard directly in the app Caitlin JencoCaitlin Jenco's TikTok Creative Challenge earnings in October 2023, including bonuses. AdvertisementGaming creators Cristina Johnson and Joey Barton have earned thousands of dollars a month from the TikTok Creative Challenge.

Persons: —, Caitlin Jenco, Sydney McDonald, they're, Jenco, Muaaz Shakeel, Caitlin Jenco's TikTok, Caitlin, Cristina Johnson, Joey Barton, Johnson, Barton Organizations: Service, UGC, Business, Gaming

☆ TikTok creators are earning 10s of thousands of dollars through one of the platform's 'best-kept secrets'
▼ + stars: | 2024-04-03 | by ( Shriya Bhattacharya | ) www.businessinsider.com time to read: +6 min

Creator Sydney McDonald thought the TikTok Creative Challenge was a scam when she first saw an advertisement for it while scrolling through the app last year. The Creative Challenge, launched in June, is a forum for creators to submit UGC-style ads at the request of brands. Five creators BI spoke with said they're earning thousands of dollars a month through TikTok's Creative Challenge. BI verified each of their earnings with screenshots of their TikTok Creative Challenge dashboard. McDonald said many creators she's met along the way have told her they've discovered the program through creators like her.

Persons: Sydney McDonald, McDonald, it's, TikTok, Muaaz Shakeel, Christina Johnson, Corey Barton, Johnson, Barton, they've, Caitlin Jenco, Shakeel, Jordan Erickson, she's, TTCC Organizations: Business, UGC, TikTok's Creative, Creative Locations: The Arizona

☆ Creators are growing increasingly concerned about AI as OpenAI's Sora looms and issues of inclusivity and crediting persist
▼ + stars: | 2024-03-26 | by ( Shriya Bhattacharya | Marta Biino | ) www.businessinsider.com time to read: +8 min

"I'm worried about AI stunting creativity, replacing the need to use our brains," said travel creator Jessica Morrobel, who has about 168,000 followers on TikTok and Instagram. Lifestyle creator Joseph Arujo said he primarily uses ChatGPT to format his emails, since he gets a lot of brand partnership requests. AdvertisementCherie Luo, who publishes educational content, said she uses AI to transcribe and summarize her podcast episodes. And UGC creator Salha Aziz said she uses AI for a variety of tasks, including writing scripts for her videos. "It is concerning how good it's getting," said Tales, who has 2.7 million followers on TikTok and Instagram.

Persons: —, Snapchat, I'm, Jessica Morrobel, Noah Jennings, Marina Mogilko, YouTuber who's, Cassey Ho, Joseph Arujo, Cherie Luo, Salha Aziz, Sora, Tyler Perry, he'd, Martin Haerlin, Tristan, Alex Piper, Haerlin, Kahlil Greene, we'll, Nneya Richards, she'd, Richards Organizations: Service, SXSW, Business, Adobe, YouTube, Ferrari, Night Studios, it's Locations: Texas, TikTok

☆ TikTok's new creator rewards program is all about boosting search and competing with YouTube
▼ + stars: | 2024-03-18 | by ( Dan Whateley | Shriya Bhattacharya | ) www.businessinsider.com time to read: +3 min

The company's new creator rewards program, announced Monday, incentivizes creators to post longer videos and optimize their content for search. Related storiesTo qualify for the program, creators must be at least 18 years old and have at least 10,000 followers and 100,000 views in the previous 30 days. AdvertisementSome savvy TikTok creators have been experimenting with search-engine optimization for months, well before the company made it criteria for payouts. TikTok has introduced a creator search insights tool in some regions, making it easier for users to tailor their videos to search trends. However, not all creators have been thrilled by TikTok's efforts to promote search content.

Persons: —, Abigail Akinyemi, TikTok, Zachary Neman Organizations: Service, Business

☆ The big push for AI, TikTok bans, and spaces for influencers of color: Here are 3 takeaways for creators from SXSW.
▼ + stars: | 2024-03-17 | by ( Shriya Bhattacharya | ) www.businessinsider.com time to read: +6 min

AI was very popular, but most panels failed to discuss the consThe harmful impacts of AI dominated the conversation among creators at SXSW. Related storiesIn a session titled "AI in Video: Revolutionizing or Replacing Creators," Vimeo product executive Zohar Dayan's presentation similarly focused on the technology's benefits. Talk of a TikTok ban? Employees and creators are 'bored' of itOutside SXSW, the conversation has picked up about a potential TikTok ban in the US , but there was radio silence about it in Austin among the TikTok employees and creators I met. "We're so bored of that topic, honestly," said two TikTok employees, who spoke on condition of anonymity out of concern about facing repercussions from their employer.

Persons: Cassey Ho, OpenAI's, Peter Deng, Deng, Zohar, Dan Whateley, they've, Kahlil Greene, he's, Jerry Won, Justin Nguyen, Mylen Yamamoto Tansingco, Sam Li, Sean Kim, Sam Yam, Austin Hilton, Tumi Brooks Organizations: Southwest, Delta Air Lines, Business, IBM, SXSW, Snapchat, Pershing House, Talent, Austin, Austin Hilton Hotel, Convention Locations: Austin, Australia, China, member's, TikTok, Netflix's, Singapore

☆ 4 Slack communities helping creators of color and women land paid deals and discuss obstacles they face building businesses
▼ + stars: | 2024-03-08 | by ( Shriya Bhattacharya | Marta Biino | ) www.businessinsider.com time to read: +7 min

For creators and influencers, working online means it's not always easy to build community. TikTok creator Morgan Gadley started the Slack workspace OohhMG in early January because she wanted other BIPOC creators to have access to the brand deal opportunities that were constantly flooding her inbox. Here are four Slack workspaces helping women and creators of diverse backgrounds build their brands, as well as three other groups for influencers. After that, she started introducing creators of color with smaller followings into the group. Other Slack groups for influencersHere are three other Slack groups that influencers told BI have helped them make industry connections or land deals:

Persons: Slack, TikTok, Morgan Gadley, Jessy Grossman's, —, I've, Florence Howard, Shaakira Molisho, they've, Gadley, Grossman, she's, Calveiro, Ogilvy, Naimeesha Murthy, influencers Organizations: Business, Walmart, LinkedIn, Products, Women Locations: New York, India

☆ A lawyer who works with dozens of content creators shares 3 red flags to watch in brand deals and the email templates she uses to get sponsorships
▼ + stars: | 2024-03-01 | by ( Shriya Bhattacharya | ) www.businessinsider.com time to read: +12 min

Why You Should Work With Us:Our combined platforms have a strong social media presence, with over 85,000+ followers across all platforms. We plan to promote the event heavily on our social media channels and via email. We're open to discussing different ways to showcase your brand, such as featuring Delola on dedicated social media posts, or through email marketing campaigns. 🙂Why You Should Work With Me:We have a strong social media presence, with over 23,000+ followers across all platforms. Our engagement rates are through the roof - with email open rates averaging between 40-70%, and 15% of our social media followers regularly engaging with our account.

Persons: —, Taylor, Tieman, she's, It's, RAGGEDYTIFF, We're, Delola, ove J Lo, ould, ove, hank, tim, hou Organizations: Service, Business, UGC, Bank of America, Legalmiga, pla, acc Locations: Los Angeles, Instagram, Latina, LA

☆ These innovative music marketers built agencies that use social media to boost artists and songs
▼ + stars: | 2024-02-28 | by ( Dan Whateley | Shriya Bhattacharya | ) www.businessinsider.com time to read: +1 min

Social apps like TikTok and Instagram have become increasingly important in music marketing. Business Insider is highlighting 13 marketing firms that are creatively promoting songs on social. It's no secret that social media has become a major part of the artist and song promotion playbook. TikTok, in particular, has revolutionized how users discover not just new songs and artists but old ones too. Decades-old tracks like Matthew Wilder's "Break My Stride" have experienced a resurgence after trending on social media.

Persons: Matthew Wilder's Organizations: Business

☆ A marketer who was laid off made over $100,000 as an influencer in a year from affiliate links on Amazon and LTK. She shares how she got started and is helping BIPOC creators do the same.
▼ + stars: | 2024-02-15 | by ( Shriya Bhattacharya | ) www.businessinsider.com time to read: +5 min

When Janesha Moore got a $540 check from Amazon in May 2023 for affiliate commissions, she was astounded. “Seeing that money really woke me up,” the Philadelphia-based creator told Business Insider. “That’s when I seriously started strategizing and started doing a lot of research into affiliate marketing.”This story is available exclusively to Business Insider subscribers. Most of her income as a creator has come from affiliate marketing, though she’s also partnered with brands like Warby Parker, Walmart, and Marshalls to create paid, sponsored content. Since most of her income is through affiliate marketing, she considers brand partnerships “bonus revenue," she said.

Persons: Janesha Moore, strategizing, Moore, She’s, she’s, Warby Parker, we’re, ”, “, ” Moore, “ Brand Organizations: Amazon, Business, BI, Walmart, Strategic Influencer Academy Locations: Philadelphia, Instagram, TikTok, LTK

☆ Influencers are landing paid brand partnerships and UGC deals in an unexpected new way: Slack groups
▼ + stars: | 2024-02-08 | by ( Marta Biino | Shriya Bhattacharya | ) www.businessinsider.com time to read: +6 min

That Slack group? While many of the other Slack groups creators said they'd used were free, this particular one charges membership fees of $41 per month or $588 a year. Like the existing Slack group, this one will also charge users. AdvertisementCalveiro is excited about this because of the group's potential to create a safe, engaged community where all questions are welcomed. "I haven't yet seen a truly successful Slack channel just for creators, and I think it's so needed," she said.

Persons: —, Ogilvy, Slack, I've, Kristen Bousquet, Bousquet, she's, Patricia Redulla, Redulla, She's, Calveiro, they'd, Jessy Grossman Organizations: Service, Influencer, Business, Messaging, workspaces, UGC, Adolescent

☆ Gen Z is turning to influencers for financial advice. A new report dives into 4 main reasons creators are impacting investment decisions.
▼ + stars: | 2024-02-05 | by ( Shriya Bhattacharya | ) www.businessinsider.com time to read: +5 min

Financial influencers are also benefiting from the rising consumer demand for longer-form online content . Distrust in traditional financial institutions is driving Gen Z to more 'relatable' advisorsMost participants reported being skeptical of traditional banks and personal finance advisors. Preece said the rebound of long-form content suits the needs of financial influencers because they can take 10 minutes to explain a concept instead of 30 seconds. "There's more time for an audience to really digest the information and reflect on it, because most financial topics are complex," he said. Gen Zers also said they loved that the financial tips on YouTube, TikTok, and Instagram were free.

Persons: —, Gen Zers, Rhodri Preece, Zers, there's, Preece, Reece Organizations: Service, CFA Institute's Research, Policy, CFA Institute, YouTube, Business Locations: France, Germany, Netherlands

☆ 13 innovative AI tools that are changing content creators' work processes, from ideation to production to editing
▼ + stars: | 2024-01-30 | by ( Marta Biino | Shriya Bhattacharya | ) www.businessinsider.com time to read: +3 min

Following ChatGPT's launch in late 2022, several new AI tools have emerged for creators to use. Many tools use generative AI to create more dynamic images, transcribe text, and edit videos. download the app Email address Sign up By clicking “Sign Up”, you accept our Terms of Service and Privacy Policy . Since then, hundreds of AI tools have popped up, helping with anything from writing cover letters during job searches to translating text into different languages. "With the increasing number of AI startups, creators have numerous ways to speed up their processes and workflow.

Persons: —, ChatGPT, Nick Chen, Amber Venz, Chen, Lia Haberman, Lindsey Gamble Organizations: Service, UCLA

That's why the company adds suggested search terms above and below TikTok videos to encourage users to find and click on related posts they might enjoy. AdvertisementWhy does the TikTok search bar tend to amplify drama? The suggested search phrases on TikTok are determined algorithmically, not by a human, based on relevance and engagement factors, a spokesperson told Business Insider. The search results reflect what users are saying about the TikTok video. AdvertisementWhen inappropriate or unwanted search phrases slip through its content-moderation system, the company has a feature that lets users report a recommended search that violates its policies.

Persons: —, Christian Vierling, TikTok, who's, influencers, Joel Bervell, we're Organizations: Service, Business, Women's Health

It wasn't just because TikTok users love to gossip — the platform suggested names of popular models as related searches at the bottom of Paré's video. When Business Insider viewed the video, TikTok suggested searching for "devon windsor suitcase" and "Taylor Hill" in different search bars. As TikTok looks to boost search activity , the company is automatically generating suggested queries in the search bars on videos. AdvertisementSince user comments help feed recommended searches, trolls flooding a creator's comments section with rude phrases or false claims can impact what the app recommends their followers view next. AdvertisementLike Bervell, several other TikTokers expressed frustration at their lack of control over the recommended searches, which can end up being "gossipy," he said, or completely unrelated to their content.

Persons: —, TikTok influencer Taylor Paré, Devin Windsor, TikTok, Taylor, Paré, Julia McNamee, she's, Katarina Terentieva, influencers, Joel Bervell, Bervell, we're, Jahleane, It's, it's, Brett Dashevsky, Dashevsky Organizations: Service, Business, Industry, Group, Adobe Express, Google, BI, Economy, YouTube Locations: New York

☆ A fashion creator and videographer share the media kits they each use to get brand deals and how they negotiate joint projects as a couple
▼ + stars: | 2024-01-15 | by ( Shriya Bhattacharya | ) www.businessinsider.com time to read: +9 min

Here's Patel's 7-page media kit:Page one of Shagun Patel's media kit. Page four of Shagun Patel's media kit. Page five of Shagun Patel's media kit. Page six of Shagun Patel's media kit. Page seven of Shagun Patel's media kit.

Persons: videographer, Sukhjot Singh, Singh, Patel, they've, She's, He'd, she'll, She'll, Shagun Patel, shagunpatel.business@gmail.com, TikTok, Here's, shotbusiness@gmail.com Organizations: York, Business, Nike, YouTube, Meta, Patel, Creative, Kia Motors, NYFW Locations: Asian, Instagram, Singh, Hawaii, Morocco, Paris

☆ 3 Key Ways to Improve Pay Equity for Creators of Color
▼ + stars: | 2024-01-12 | by ( Shriya Bhattacharya | ) www.businessinsider.com time to read: +6 min

At other times, she's chatting with her white counterparts about how better to address the unique needs of creators of color. Influencer marketers, creators, and public relations professionals BI spoke with said they're working to ensure this doesn't happen in the creator economy, often referencing research from the past few years that details the pay inequity between white creators and creators of color. Based on this data, three influencer marketers and creators shared their recommendations with BI on improving pay equity for creators of color. Koo also notes the unique responsibility people in her position have in paying creators of color equitably. "Influencer marketing professionals have great power in driving DEI conversations by choosing which voices should represent prominent brands," she said.

Persons: Petit's, influencers, Yasmin Koo, Ogilvy, Booth, Megumi Robinson, Petit, Antonia Alakija, they're, Alakija, Koo Organizations: Business, Meta, League, Color, Association of National, ANA, PR, Belle Communication

☆ Influencers are the new travel agents: Here's how creators are using their adventures to build businesses, from planning group trips to becoming certified advisors
▼ + stars: | 2024-01-08 | by ( Shriya Bhattacharya | Sydney Bradley | ) www.businessinsider.com time to read: +7 min

DMs persuaded some travel creators to arrange group trips with their followersTravel creator Gabby Beckford led her first group trip with her followers in August 2021. Ismail initially worked with the group travel company TrovaTrip, which handled the logistics. AdvertisementAs more travel creators build communities to travel with, startups like Jerne are popping up to help support their businesses. Morgan said quite a few creators are now using Jerne to find brands to sponsor group travel, as well. "Travel advisors have been hosting group trips for as long as they've existed," he said.

Persons: —, Tia Cooper, she's, Cooper, they've, Instagram, influencers, Tim Morgan, Gabby Beckford, she'd, Beckford, Nabila Ismail, Ismail, Morgan, It's, Dharma, Charaf El Mansouri Organizations: Service, Business, BI, DMs, Intrepid, Brand, Virgin Voyages Locations: Ireland, Abu Dhabi, Croatia, Mexico, Indonesia, Pakistani

☆ A 34-year-old part-time influencer became a travel agent as a side hustle and sold $119,000 worth of trips in 8 months. She shares how she got started and makes money.
▼ + stars: | 2024-01-08 | by ( Shriya Bhattacharya | ) www.businessinsider.com time to read: +5 min

She's one of several people using their experience as travel creators to build lucrative businesses; some are becoming certified travel agents like her while others are organizing group trips. Certifications and commissions galoreWhen Cooper first explored the idea of becoming a travel agent in 2018, she was overwhelmed by the process. That's why travel creators don't have to have a lot of followers in order to be successful in this profession. A 'boom' in travel creators becoming agents could be the futureToday, Cooper mentors a few travel creators herself who are interested in getting their agent certifications. However, she thinks it will be a popular side hustle for travel creators since she said brand deals — the main way many influencers earn money — are often an inconsistent source of income.

Persons: —, Tia Cooper, Cooper, she's, they've, Cooper hasn't Organizations: Service, Business, Tourism Ireland, Sofitel, Visit, Travel, BI, Carnival Cruises, Marriott Locations: Instagram, Visit Dubai, Emirates

☆ Data from over 4,700 travel influencers shows what hotels, cruises, and other companies offer in partnership deals. Here are 3 key takeaways.
▼ + stars: | 2023-11-30 | by ( Shriya Bhattacharya | ) www.businessinsider.com time to read: 1 min

Brand partnerships are a popular income source for many travel creators. Travel marketplace Jerne analyzed partnership data from 4,723 creators and 325 companies. Here are three takeaways, including how often brands expect travel creators to post. Travel is a popular niche within the creator economy, with some influencers earning five figures working with hotels, cruise lines, and tour companies to promote their experiences. Many travel companies offer free services or experiences in exchange for posting or pay creators a set amount.

Organizations: Business

☆ 16 influential talent management firms and agencies helping micro influencers build businesses, from getting brand deals to podcast collabs
▼ + stars: | 2023-11-28 | by ( Shriya Bhattacharya | Marta Biino | Amanda Perelli | ) www.businessinsider.com time to read: +2 min

The rise of influencer marketing has simplified one of the most sought-after marketing goals for brands — building community. Creating community is part of the reason brands continue to invest in influencer marketing despite economic headwinds. Micro influencers , who have smaller, usually hyper-engaged audiences, partner with brands and leverage the communities they've built for marketing purposes. Micro influencers often run lucrative full-time businesses on their own, but signing with a manager can supercharge that growth. Here are 16 talent-management firms for micro influencers, listed in alphabetical order by company:

Persons: HypeAuditor, Annelise Campbell, Lissette Calveiro Organizations: Business Locations: North America

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