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☆ Forget TikTok, influencers say Instagram reels and YouTube shorts are better for creators getting started to grow an audience
▼ + stars: | 2024-07-02 | by ( Shriya Bhattacharya | Amanda Perelli | ) www.businessinsider.com time to read: +4 min

Read previewYouTube, TikTok, Instagram, Snapchat, Threads. Kay, known online as honeybobabear, said YouTube shorts was instrumental in rapidly growing her audience. Others have been making money from ad-revenue sharing on shorts, starting from the program's first month. Related storiesBoth YouTube shorts and Instagram reels have taken a bite out of TikTok's engagement in recent months. "It's doing so well right now, but I think it also depends on the type of content you want to create," she said, adding that for lifestyle content, Instagram is "where it's at."

Persons: —, Janette Ok, Kelly Kay, Arianna Hailey, Kay, Morgan Stanley, Instagram, Hailey, TikTok, she'd, Sofia Bella, couldn't Organizations: Service, Business, YouTube, Brands, Meta, Instagram's Locations: Brazil, Omdia, VidCon

☆ The potential $2 billion sale of Selena Gomez's Rare Beauty could make her the next celebrity billionaire
▼ + stars: | 2024-03-20 | by ( Madeline Berg | ) www.businessinsider.com time to read: +7 min

Here's how Rare Beauty outdid other celebrity brands — and how it could make Gomez a billionaire. AdvertisementThere are currently at least 40 celebrity beauty brands on the market — all experiencing varying degrees of success. AdvertisementNow, Selena Gomez may be poised to join their ranks and become the next celebrity beauty billionaire. Rare Beauty is exclusively sold at Sephora — meaning a potential buyer would see plenty of room for growth. It's among the most-followed celebrity beauty brands on both Instagram and TikTok, with 7.1 million and 3.6 million followers, respectively.

Persons: Selena Gomez, Gomez, —, Hailey Beiber's Rhode, Addison, Brad Pitt's Le Domaine, Rihanna, Kim Kardashian, Kim, Anncy Rowe, Jeffrey Ten, Scott Friedman, Nikki Eslami, Pascal Le Segretain, it's, Friedman, Mehdi Mehdi, Joyce Kim, Estée Lauder, Elizabeth Taylor's, Rowe, she's, Alex Rawitz Organizations: Service, Coty, Bloomberg, Fashion, Business, Fast Company, Brand, New Theory Ventures, Nyx, L'Oréal Locations: SKKN, L'Oréal, Sephora

☆ A leaked email from YouTube to creators outlines the new rules for joining its exclusive short-form community program
▼ + stars: | 2024-01-24 | by ( Marta Biino | Amanda Perelli | ) www.businessinsider.com time to read: +2 min

Read previewYouTube is introducing stricter rules for joining its exclusive community support program for short-form creators. This month, members of the creator community were notified that the support would get more exclusive, to ensure "the most engaged and interested creators" were being managed, according to an email viewed by Business Insider. The creator asked to remain anonymous to protect their relationship with YouTube, but their identity is known to BI. The decision to make the shorts community more exclusive didn't come as a surprise to many creators, given the increased popularity of the feature. AdvertisementAnd according to data from the creator-marketing platform CreatorIQ, brands increased their influencer-marketing spend on YouTube shorts by 700% in 2023.

Persons: —, Sundar Pichai, we're Organizations: Service, Business, YouTube, Google

☆ YouTube shorts won influencer marketers' attention in 2023 with a 700% spending boost as investment in short-form content climbed
▼ + stars: | 2024-01-17 | by ( Marta Biino | ) www.businessinsider.com time to read: +4 min

Short-form video dominated . Brands are investing more in short-form content on YouTube, and creators are starting to see returns. A variety of brands have invested in creator partnerships on YouTube shorts, CreatorIQ data showed. Categories like beauty and fashion — brands like Milani, E.l.f., Nyx, Shein, and Aritzia — also spent more on YouTube shorts. "While long-form beauty and fashion tutorials remain a YouTube staple, their popularity is waning as Gen Z prioritizes short-form video content."

Persons: —, Red Bull, Instagram, I've, Jade Beason, Beason, she's, Alasdair Mann, Logan Paul, Aritzia —, Alexander Rawitz, Z, Mann Organizations: Service, YouTube, Business, Unilever, Brands, NFL Locations: Red

☆ Affiliate marketing is becoming a PR nightmare for some brands as it strips their control over who promotes a product
▼ + stars: | 2024-01-12 | by ( Amanda Perelli | ) www.businessinsider.com time to read: +6 min

"Sweet Loren's is not in any way affiliated with or working with Colleen previously, now, or in the future. We also did not pay any commission for sales through the attached affiliate link." An affiliate link is a custom link generated by an affiliate marketing platform that lets the influencer earn a small commission from every product or service sold using the link. Sweet Loren's could presumably appeal to Walmart or YouTube to remove Ballinger from their affiliate program. But when an influencer organically promotes a product or service and links to an affiliate link, the brand typically has no involvement, as most brands work with a third-party affiliate network.

Persons: YouTuber Colleen Ballinger, Ballinger, Miranda Sings, cohost Trisha Paytas, she's, Ballinger hasn't, it's, Loren's, TikTok, commenter, hadn't, Sweet Loren's, Colleen, Sweet, There's, Conor Begley Organizations: Business, YouTube, Walmart

☆ 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

☆ A Meta exec explains what Threads posts get the most engagement, from sports to 'conversation starters'
▼ + stars: | 2023-11-20 | by ( Amanda Perelli | ) www.businessinsider.com time to read: +2 min

There, Pimentel spoke about the strategy behind Threads, and how her team is working to create communities within the app. Meta is still actively recruiting celebrities, sports stars, and influencers to create content and help build communities, Pimentel added. And some prominent X users, like tech reporter Casey Newton, are pivoting away from X to posting on Threads. "We see a lot more engagement on Threads on content that's a conversation starter. Sports content and a photography community are some examples of sub cultures growing organically on Threads, so far, Pimentel said.

Persons: Bridget Dolan, Jackie Pimentel, Pimentel, Meta onboarded, Connor Franta, Gary Vaynerchuk, Mark Zuckerberg, Casey Newton, We've Organizations: Meta, Twitter, YouTube, Business, NBA Locations: Los Angeles

☆ 5 key takeaways from a new survey on how creators influence their audiences, including what followers are willing to pay for
▼ + stars: | 2023-11-17 | by ( Shriya Bhattacharya | ) www.businessinsider.com time to read: +2 min

Consumers are handing over their credit cards to pay for merchandise, podcasts, livestream access, and other products sold by creators, according to a November report from educational platform Teachable that analyzed how online audiences engaged with influencers. Among Gen Zers, 50% said their desire to support their favorite creators is why they purchase products or services advertised. The relationship between creators and their followers has strengthened in the past few years, heavily impacting the influence online personalities wield over people's purchasing decisions. YouTube's short-form shopping videos are growing in popularity, and TikTok has similarly been incentivizing creators to use its new shopping platform in the hopes of capturing their massive online audiences. Here are five key takeaways from Teachable's 2023 study on how creators connect with audiences:

Persons: Gen Zers, CreatorIQ, TikTok, Olivia Owens, Owens Organizations: Business, Social

☆ 'Shoppable short-form video is on fire': YouTube's head of shopping shares why the platform is betting on shorts to drive social commerce
▼ + stars: | 2023-11-15 | by ( Amanda Perelli | ) www.businessinsider.com time to read: +3 min

Dolan spoke about how the tech giant is thinking about social shopping and why her team is betting on short videos to drive sales over livestreams. "Shoppable short-form video is on fire," Dolan said, speaking on a panel about creators and online shopping . "We had over 150 billion views in 2022 of videos with products tagged — shoppable videos on YouTube. Shopping shorts are growing a lot faster than shorts are growing." "Yes, they love the brand deals, and they love having those relationships, but this is the opposite," Dolan said of affiliate marketing.

Persons: Michelle Miller, Bridget Dolan, Jackie Pimentel, Dolan, It's, What's Organizations: YouTube, Connect, Meta, Business, Coachella, NFL Locations: Asia, Los Angeles

☆ Seeking nominations for rising stars in influencer marketing in the US and the UK
▼ + stars: | 2023-08-31 | by ( Shriya Bhattacharya | Marta Biino | ) www.businessinsider.com time to read: +2 min

Submit nominations for our inaugural list of rising stars in influencer marketing. Nominees must have at least five years of experience in the creator economy or influencer marketing. AdvertisementAdvertisementThe rise of influencer marketing hasn't shown many signs of slowing down. As the landscape continues to grow and shift, Insider is seeking nominations for its inaugural list of rising stars in influencer marketing. Nominees must have at least five years of experience in the creator economy or in influencer marketing, be based out of the US or the UK, and have contributed to their role in a meaningful manner, as determined by Insider's team.

Organizations: Morning, Twitter, Marketing, Amazon, Lego

☆ 67% of brands are spending more on influencer marketing this year, according to a new survey. Here's where they're diverting funds from and how they're measuring results.
▼ + stars: | 2023-06-14 | by ( Nhari Djan | ) www.businessinsider.com time to read: +3 min

Some are diverting the money from other areas, like paid advertising, as overall marketing budgets face scrutiny. Here's what the study said about how and why brands are spending on influencer marketing in 2023. A new study from the creator-focused marketing platform CreatorIQ shows brands are investing more in influencer marketing and seeing results. It found 67% of the companies surveyed increased their influencer-marketing budgets from 2022 to 2023. Most of the brands that increased their influencer-marketing budgets — 76% — were diverting funds away from other marketing activities.

Persons: CreatorIQ, That's, Brittni Starr, Starr Organizations: Brands, CreatorIQ's

☆ Brands are investing more in influencer marketing, pulling funds from other areas like paid ads as overall budgets face scrutiny
▼ + stars: | 2023-06-12 | by ( Nhari Djan | ) www.businessinsider.com time to read: +3 min

Some are diverting the money from other areas, like paid advertising, as overall marketing budgets face scrutiny. Here's what the study said about how and why brands are spending on influencer marketing in 2023. Brands are funneling more of their advertising budgets to influencer marketing, new data suggests. A new study from the creator-focused marketing platform CreatorIQ shows brands are investing more in influencer marketing and seeing results. That's despite the increased scrutiny on marketing budgets overall, the report said.

Persons: CreatorIQ, That's, Brittni Starr, Starr Organizations: Brands, CreatorIQ's

☆ Instagram's creator marketplace could see an influx of brand deal opportunities as it opens up to 3rd-party platforms and agencies
▼ + stars: | 2023-04-11 | by ( Sydney Bradley | ) www.businessinsider.com time to read: +2 min

Instagram is now onboarding third-party influencer-marketing platforms and agencies. Despite being less than a year old, Instagram's test of a creator marketplace has already had its share of ups and downs. That means Instagram's creator marketplace could potentially see an increase in brands and paid opportunities for influencers in the coming weeks. Agencies will be able to communicate with creators directly via Meta's Creator Marketplace. InstagramTikTok's creator marketplace made a nearly identical move in 2021 when it brought on "alpha partners" such as Influential, Whalar, and Captiv8.

Search resuls for: "CreatorIQ"

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