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MrBeast is set to surpass T-Series as YouTube's top channel. Kjellberg was in the midst of a battle for YouTube's number one spot because another channel — the Indian music label T-Series — was closing in. Now, for MrBeast, history is repeating itself, except this time, he is the one closing in on YouTube's biggest channel, T-Series, And it looks like he's soon going to win the top spot. Amid an expected mass exodus from the platform, a win for independent creators could have a positive ripple effect. "This breakthrough will show independent creators that they can be more successful than large corporations," she said.
Persons: , MrBeast, YouTuber Felix Kjellberg, Kjellberg, he's, Donaldson, Jimmy Donaldson, He's, Gabe Gordon, Donaldson wasn't, Gordon, Donaldson hasn't, Moon, Katya Varbanova, Varbanova Organizations: Service, YouTube, YouTube's, Kjellberg, Reach Agency Locations: Burger
Read previewInfluencers secure brand deals in many ways — some go right to the DMs of brands or even use Slack, while others rely heavily on talent managers or agents. AdvertisementNearly 55% of respondents listed social-media marketplaces as one of the three primary sources they use to secure brand deals. The data, however, does not account for the types of brand deals creators would require. For instance, some brand deals could be multi-channel sponsorships, while others could be affiliate links — which can vary in pay. Most creators said their partnerships with brands last a monthAbout 31% of creators reported that their brand deals typically last one month.
Persons: , Qianna Smith Bruneteau, We're, Smith Bruneteau, that's Organizations: Service, American Influencer Council, Business, AIC, influencer, LinkedIn
@ceevannn #stitch with @Renèe | Influencer Marketing these days, Katy Hearn’s products and branding dont move me to purchase. TikTok influencers stand above IG because of authenticity. As social media marketing evolved, so did the opportunity for influencers to work with more brands. Data shared with the outlet from a YPulse study found that 45% of 13 to 22-year-old respondents felt influencers don't have the sway they used to. Sophie Wood, the director of strategy at influencer marketing agency Fohr, told BI the influencer bubble hasn't burst, it's just changing.
Persons: , Manrika Khaira, TikTok, it's, Zers, CeeVan, influencers, Katy, rogan, @Madeline Pendleton, Ashley Rector, Quimby, — influencers, Rector, Samantha Zink, Zink, Gen Z, Influencers, Catherine Falls, Sophie Wood, Wood, Hannah Witton, Witton, It's, Jessica Dante Organizations: Service, Business, Influencer, qvc, Federal, Quimby Digital, Zink Talent, Yahoo News, YouTube, Smart, BI, Love Locations: Catherine, London
E-Commerce and the Influencer Economy
  + stars: | 2024-04-21 | by ( Annemarie Conte | ) www.nytimes.com   time to read: +1 min
Wirecutter, The Times’s product recommendation service, tests many of the wares that clog Americans’ social media feeds. In today’s newsletter, I’ll explain how e-commerce, a $6 trillion global industry, became choked with junk. Paid to sellOnline shopping can expose people to a greasy influencer economy. When an influencer’s follower clicks a link and buys something, the influencer makes money. That’s why people on your social media feed are crowing about their 10 favorite Amazon finds or talking about how an expensive gizmo has changed their life.
Organizations: Brands
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
Influencer-marketing firm Izea published a new report on US consumer-purchasing behavior. Of social-media users who bought a product promoted by an influencer, 94% said they'd done so on Amazon. Below are five other takeaways from the report, including what influences purchases. NEW LOOK Sign up to get the inside scoop on today’s biggest stories in markets, tech, and business — delivered daily. download the app Email address Sign up By clicking “Sign Up”, you accept our Terms of Service and Privacy Policy .
Persons: Izea, , influencers, they'd Organizations: Service, YouTube, Business
The rapid spread of disinformation fomented an already volatile situation and days later authorities, faith groups and the bishop are still trying to calm community tension. But regulators are finding it much harder to act against social media platforms for the disinformation that spread online after the attacks – especially after the mass stabbing in the eastern suburb of Bondi. After the church attack, unconfirmed speculation also swirled about the faith of the alleged attacker and his motive. A 16-year-old boy has been charged with terrorism over the alleged stabbing of the bishop, police said Thursday. Video Ad Feedback Police: Australia church stabbing was 'terrorist incident' 04:31 - Source: CNNSystem of self-regulationBut stamping out some of the hateful comments that spread online has not been so easy.
Persons: Australia CNN —, Bishop Mar Mari Emmanuel, Jesus, ” Emmanuel, , , Chris Minns, “ I’m, Steven Saphore, Australia’s, Meta, Facebook –, Marc Owen Jones, Russia influencer, Seven, Bondi, Jones, Hamad, won’t, he’s “, who’s, , Elon Musk, That’s, Michelle Rowland, that’s, ” Rowland, Terry Flew Organizations: Australia CNN, Good Shepherd, State, Reuters, Facebook, NSW Police, West, Hamad Bin Khalifa University, Police, CNN, Digital Industry Group Inc, Elon, Twitter, ABC Radio Thursday, Digital Communication, University of Sydney, European, Thursday NSW Police Locations: Brisbane, Australia, Sydney, New South Wales, NSW, Westfield, Bondi, Russia, Australian, Queensland, Gaza, Qatar, European Union
Read previewFour months into 2024, Sarah J. Maas is having quite the year. Circana, which tracks book sales, also reported that it's currently the bestselling novel of 2024. Weiss Eubanks/NBCUniversal via Getty ImagesForbes reported on Wednesday that Maas has sold 3.1 million copies of her books in 2024, making her the bestselling author of the year so far. Likewise, Forbes reported that Circana data shows nine of the 10 bestselling books sold in March fell into either the romance or fantasy genres. Publisher's Weekly reported sales of Maas' books increased 86% in the 2022 fiscal year — the same period TikTok experienced massive growth.
Persons: , Sarah J, Maas, it's, Weiss Eubanks, Getty Images Forbes, Circana, Rebecca Yarros, Yarros, Carissa Broadbent, Jennifer L, Forbes, Bloomsbury TikTok Organizations: Service, Business, The New York Times, Publisher's, Bloomsbury, Getty Images, Wings, New York Times Locations: Tor
Why Corporate America is keeping quiet on abortion
  + stars: | 2024-04-16 | by ( Allison Morrow | ) edition.cnn.com   time to read: +8 min
New York CNN —Eight years ago, when North Carolina tried regulate how transgender people use public bathrooms, Corporate America revolted. Nearly two dozen states have either banned or severely curtailed abortion rights since Roe v. Wade was overturned two years ago. Lamberton: What we’ve seen is the natural life cycle of an idea. But in the last few years, we’ve seen that position softening. Economically, we’ve seen a great deal of volatility just in the last half decade.
Persons: CNN Business ’, Roe, Wade, we’ve, Bud, Cait Lamberton, ” Lamberton, , Lamberton, We’ve, Bud Light, Busch, isn’t, it’s, they’re, John Wanamaker Organizations: CNN Business, New York CNN —, America, PayPal, Associated Press, , American Civil Liberties Union, University of Pennsylvania’s Wharton School of Business, Consumers, Anheuser, Bud, Brands, Coca Cola, Companies, Technology Locations: New York, North Carolina, Ukraine, Georgia, Philadelphia
Somewhere between Clubhouse and X (formerly Twitter), Airchat's feed of audio snippets transcribed by the app has sparked conversation. Already, the invite-only app has a channel dedicated to the creator economy titled "Creators" — including industry figures like Eric Wei (CEO of Karat), Lia Haberman (influencer marketing expert), and Brett Dashevsky (host of Creator Economy NYC events). Dashevsky, a self-described "avid Twitter user," said that Airchat is already displacing his average Twitter screen time. It wouldn't come as a surprise to anyone in tech or social media to see Meta double down on Threads' audio tools. But she added that she could see Meta brainstorming ways to promote Threads' audio tools, which could become a concern for Airchat.
Persons: Naval Ravikant, Brian Norgard, Airchat, Washington Post's Taylor Lorenz, George Santos, Eric Wei, Lia Haberman, Brett Dashevsky, Haberman, it's, Diana, Umana, Meghana Dhar, Meta, Dashevsky, I've Organizations: Naval, CPO, Business, Tech, Republican, Apple, Big Tech Locations: VCs, Washington
Being an influencer can be a lot of work. Instagram is pitching popular influencers on a program that relies on artificial intelligence to interact with fans, the latest example of how Meta, Instagram’s parent company, is trying to expand the technology across its products. The program will essentially be a chatbot that mimics the “voice” of the Instagram influencer to respond to fans, the people said. Most of the messages would be sent automatically and would at least initially disclose that they were A.I.-generated, according to two of the people. The people spoke on condition of anonymity because they were asked to sign nondisclosure agreements as part of the program.
Persons: Instagram, A.I
Dana White’s diplomatic ambitions were clear, if complicated: Un-cancel Bud Light. As the chief executive of the Ultimate Fighting Championship, Mr. White was the arena-filling, Trump-loving, perpetually smirking public face of a multi-billion-dollar sport. more than 15 years earlier, was plainly hoping that a renewed affiliation might help its cause. Publicly, Mr. White appealed to friends across the conservative media, defending Bud Light’s parent company in interviews with Sean Hannity, Tucker Carlson and Charlie Kirk. “The fact that Anheuser-Busch wants to be in business with me?” Mr. White said, arguing that this alone demonstrated the success of the backlash.
Persons: Dana, Bud, White, , , Bud Light, Bud Light’s, Sean Hannity, Tucker Carlson, Charlie Kirk, , Mr Organizations: Trump, Anheuser, Busch
To understand the state of men in this country, it’s necessary to know three things. First, millions of men are falling behind women academically and suffering from a lack of meaning and purpose. Second, there is no consensus whatsoever on whether there’s a problem, much less how to respond and pull millions of men back from the brink. Third, many men are filling the void themselves by turning to gurus to guide their lives. They’re turning to Andrew Tate, Joe Rogan, Jordan Peterson and a host of others — including Elon Musk and Tucker Carlson — to show them the way.
Persons: They’re, Andrew Tate, Joe Rogan, Jordan Peterson, Elon Musk, Tucker Carlson —, He’s, Peterson, Richard Reeves, Lash Organizations: Elon Locations: Romania
Lio Malca transformed the mansion into a five-star resort filled with his own art collection. One of the bars is covered with Keith Haring's original Tokyo Pop Shop wallpaper. Anneta Konstantinides/Business InsiderCasa Malca opened in 2014 with eight rooms in the original mansion and has since expanded to 71 suites offering views of the private beach or lush gardens. Search for Casa Malca on Instagram and you'll see a Keith Haring, Basquiat, or Jeff Koons pop up on an influencer's grid. While tourists can access Casa Malca by paying a $110 food and drink minimum at any of its restaurants, most of the resort — including its popular Instagram spots — is reserved only for guests.
Persons: Lio Malca, Keith Haring's, Keith Haring, Basquiat, Jeff Koons Organizations: Malca
I purchased the Haus Labs foundation after watching a glowing review of the product by a makeup influencer on TikTok. That's where online reviews come in: For beauty, especially, reviews from influencers and regular people are crucial. Content Coach gives users prompts of key topics to include in their review, based on common themes in other reviews. "In terms of generative AI, if people can't trust whether a product review is genuine and written by a real user, they might choose to shop elsewhere," said Marissa Jones, the company's senior vice president of product. AI-powered reviews will certainly be great for beauty brands that want more high-quality reviews.
Persons: it's, Selena, Marissa Jones, Bazaarvoice, Chanel, Reilly Organizations: Service, Haus Labs, Business, Fashion, L'Oréal, Clarins, FTC, Walmart, eBay Locations: TikTok, Pacifica
Most were punched in the face — unprovoked, at random — in Manhattan south of Midtown and during the day. “I remember thinking it sounded so absurd that it couldn’t really have been a thing,” Ms. Pires, who comes to the city often, told me recently. The beauty of an accuser all too often breeds suspicion, however prejudicially, especially if the accuser is a TikTok influencer with more than a million followers. She registered that he was “quite well dressed,” but almost nothing else made an impression. Before she knew it he struck her with his fist, hitting her on the right side of her head.
Persons: Lisa Pires, Ms, Pires, ’ ” Halley McGookin, Organizations: Women’s Locations: New York, Amsterdam, Manhattan, Midtown, Essex
Influencer marketing has become big business on TikTok and Instagram, where popular creators can make good money by helping brands promote their stuff. Its product, called Thought Leader ads, launched in a limited capacity last year. LinkedIn introduced Thought Leader ads last year but with limited use. By opening up Thought Leader ads, LinkedIn is letting anyone boost a post as long as the author grants permission. Social media marketer Brendan Gahan is so bullish on the format that he's focusing much of his efforts on helping companies use Thought Leader ads.
Persons: eMarketer, Max Willens, Dan Shapero, Ryan Roslansky, Brendan Gahan, Gahan Organizations: LinkedIn, Microsoft, eMarketer, Facebook, Mastercard, Social, Twitter Locations: TikTok, Singapore
YouTube, which launched its YouTube Shopping affiliate program in 2021, has so far struggled to gain meaningful adoption, as Business Insider previously reported. Bridget Dolan, managing director of YouTube Shopping partnerships, told BI the platform's greatest advantage is its user experience and the resources it can offer creators. YouTube also has dedicated partner managers who communicate with shopping creators weekly to troubleshoot, share best practices, and plan in-person and virtual events, Dolan said. Her team of YouTube Shopping partner managers helps creators with everything from which products and brands to link to what products are selling well to trending product search terms. "YouTube Shopping is the idea that creators are talking about the products that they love and tagging them," Dolan said.
Persons: Bridget Dolan, Dolan, It's Organizations: YouTube, Business, YouTube's Brand
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
But occasionally, I'll stumble upon a Gen Z financial influencer serving up advice on what I should do with money. AdvertisementTo make sure I don't get influenced by someone sharing faulty financial advice, I asked Secco to share how a person can vet a financial influencer. Remember that financial advice is not one-size-fits-allI often find myself fixated on a financial influencer's content, especially when it's about how to invest my cash to double my money. Check the person's background to learn more about themBefore seriously considering taking financial advice from an influencer's content, Secco recommended vetting them to understand their credentials. "I don't recommend taking advice from a financial influencer who doesn't have any certifications or designations," she said.
Persons: I'm, Hazel Secco, Secco, it's Organizations: Triple
Scotland’s Hate Crime and Public Order Act came into force last week, a contentious law that expands existing legislation to include transgender identity as a protected characteristic from hate crimes. In the first week of the law’s enactment, a feminist group, “Let Women Speak,” organized a rally against the legislation in Scotland’s capital on Saturday. Another major concern for those who oppose the Hate Crime Act is the supposed lack of clarity on what type of behavior could constitute an offense under the new law. But 25-year-old Scottish trans student Lucy (who asked not to be identified by her real name due to concerns about continued online abuse), said the new law does not reassure her. Scotland’s proposed reforms would have allowed transgender people to self-identify, without the need for a medical diagnosis or certificate.
Persons: , – Humza Yousaf, , JK Rowling, Elon Musk, Joe Rogan, Jane Barlow, , Susan Smith, , ’ ” Smith, Siobhan Brown, Rowling, Harry Potter, Yousaf, J, Rowling waded, Angela Weiss, ” Vic Valentine, Lucy, Scotland’s, hadn’t, Musk, Ian Miles Cheong Organizations: CNN, ” Scottish, Reuters, Scottish, Women Scotland, Community Safety, Police Scotland, BBC, Getty, Scottish Trans, Public Affairs, Equality Network, Scottish Police Federation, ” Police, Courier, PA Media, Police Locations: Edinburgh, Scotland, United Kingdom, British, Scottish, Malaysian
A Lithuanian influencer has social media users riled up after posting a video of her gender reveal. AdvertisementLithuanian influencer Inga Stumbriene has faced backlash online after she shared videos of her and her husband's gender reveal party. Related stories"Thanks for killing the planet," one Instagram user commented on the influencer's post. "This gender reveal made me sad, it's just so wasteful," said another. Gender reveal parties have become more extravagant and, in some cases, more dangerous in recent years.
Persons: , Inga Stumbriene, Rolandas, Stumbriene Organizations: Service Locations: Lithuania, Arizona
Read previewRetirement could be on the horizon for gaming YouTuber Jacksepticeye — the latest sign of an OG creator exodus. AdvertisementThis admission shows that even the biggest and most successful content creators are struggling right now, feeling misplaced and confused about their future on an ever-changing platform. AdvertisementSince the Adpocalypse in 2017, when major companies threatened to pull their ads from YouTube, creators have been under increased scrutiny from the platform. The relentless content cycleBurnout has plagued content creators since the dawn of it becoming a legitimate career path in the noughties. When asked if he liked his fellow YouTuber, McLoughlin said "no."
Persons: , he's, Seán McLoughlin, McLoughlin, I'm, Tom Scott, it's, I've, Forbes, trolled, Ulrike Gretzel, Tanja Schöllhammer, Brandon C Harris, YouTube McLoughlin, MrBeast, McLoughlin's, Harris Organizations: Service, OG, Business, YouTube, Mental, Journalism, Creative Media, University of Alabama
Elon Musk said he would ignore the order and demanded that Brazil uphold free speech principles. Musk's voice isn't helping the country's debate on free speech, a civil liberties expert told BI. AdvertisementElon Musk is wading into a war with Brazil over orders from the country's Supreme Court to ban certain X accounts that helped spread election misinformation. However, the country's protection of free speech is not absolute, giving the federal government greater discretion to ban certain types of speech — like hate speech. And it's this type of speech that Musk is going to bat for in Brazil — speech that can have serious implications for the country.
Persons: Elon Musk, , Elon, isn't, Musk, Alexandre de Moraes, de Moraes, De Moraes, Jair Bolsonaro, Alimonti, Bolsonaro, Donald Trump, country's, brazenly, Jack Dorsey, Charles Breyer, Musk's, Breyer Organizations: Brazilian, Court, Service, Associated Press, Electronic Frontier Foundation, Nazi, Musk, Business, X Corp, Media Matters Locations: Brazil, China, India, Turkey
In today's big story, we're looking at Jamie Dimon's annual letter to shareholders and why this edition is so different . The big storyDimon sounds offWin McNamee/Getty Images; Chelsea Jia Feng/BIWhen Jamie Dimon talks, people tend to listen. Dimon's annual letter to shareholders grabs the business world's attention in ways most executives can only imagine. Dimon described the tech as just as innovative and impactful as the printing press, steam engine, electricity, and the internet, writes Business Insider's Jyoti Mann. The polarization of politics was something Dimon touched on in his letter, urging people to resist being "weaponized."
Persons: , Jamie Dimon's, Jamie's, Win McNamee, Chelsea Jia Feng, Jamie Dimon, Larry Fink, Dimon, Insider's Jyoti Mann, BI's Theron Mohamed, BI's Juliana Kaplan, Alex Brandon, Rebecca Zisser, he's, it'd, David Rosenberg, Jenny Chang, Rodriguez, Elon Musk, Tesla, Musk, Gabor Cselle, Brooks Kraft, Zers, they'll, they've, Dan DeFrancesco, Jordan Parker Erb, Hallam Bullock, George Glover Organizations: Business, Service, JPMorgan, Democratic, Monetary Fund, Microsoft, Google, Twitter, Brooks Kraft LLC, Getty, Warner Bros, Oxford High, Boeing Locations: Pennsylvania, Asia, Hong Kong, Singapore, Dubai, Abu Dhabi, London, New York
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