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Brands are "shifting from one-time, short-term partnerships to long-term, recurring partnerships," said Olivia McNaughten, senior director of product marketing and partnerships at the influencer firm Grin. Influencer marketing remains a bright spot in the creator industry, whereas companies in other categories have struggled to grow. Influencer marketing, by contrast, is humming along, with billions of dollars expected to pour into the category this year. Influencer marketing may also be outperforming other creator-economy businesses because it taps into an existing market rather than inventing something new. Goldman Sachs analysts forecasted in April 2023 that influencer marketing and creator advertising would help grow the creator economy to a $480 billion industry by 2027.

Persons: —, Olivia McNaughten, Grin, Fohr, Dollar Boy, it's, Lindsey Lugrin, Grace Murray Vazquez, Petit, they've, Ansley Williams, influencer, influencers, Williams, Lugrin, Goldman Sachs, Ed East, It's Organizations: Service, Business, Dollar, Voices, Cannes Lions, Southwest, Ogilvy North, YouTube Locations: London, Emarketer, South, Ogilvy North America

☆ How creators are using long-form writing to build community and combat the uncertainty of short-form video
▼ + stars: | 2024-03-25 | by ( Marta Biino | ) www.businessinsider.com time to read: +7 min

AdvertisementBuckle is part of a group of creators that has turned to slower, longer types of content that don't live on social platforms. Turning to long-form content — in writing, but also through podcasts, community platforms like Patreon, and YouTube videos — has been a way for creators to counter this. AdvertisementFor some creators, long-form content is also a way to slow down their relationship with their audiences and build stronger connections. Alexandra Hayes Robinson recently started the newsletter Hello Hayes after finding success on TikTok. Alexandra Hayes RobinsonWritten content is a way for creators to build 'community'The idea of "community" has become central to the creator economy, and long-form content can help foster it.

Persons: —, Lesley Buckle, interning, Instagram, . Buckle, Buckle, it's, Dylan, Annie Openshaw's, Rafy Evans, Alexandra Hayes Robinson, Hayes, Emma Brooks, She's, Annie Openshaw —, Openshaw, Jessamyn Stanley, Ashley Batz, Thomas Walters, Julianne Fraser Organizations: Service, Business, Porter Magazine, Infinity Creative Agency, TikTok, Google, Buckle, Dollar, New Locations: Marie Claire, virality, Europe, New York

☆ Why influencer-marketing firm Izea is betting big on AI campaigns with a new image-generation tool
▼ + stars: | 2024-02-08 | by ( Marta Biino | ) www.businessinsider.com time to read: +4 min

Read previewIf you can't beat them, join them — that's the mantra that influencer-marketing firm Izea has adopted when it comes to AI. AdvertisementAs a first step in bringing its own AI framework to reality, Izea recently launched AI "Mixers" as part of its AI offering (which it calls "FormAI"). The concept behind "Mixers" is to offer creators and brands the ability to train their own AI models. Influencers will create digital representations of themselves, while marketers can train AI models of their products. Around the same time, another survey found that over half of creators had been asked to use AI by brands.

Persons: —, Izea, Ted Murphy, Murphy, I'm Organizations: Service, Business, Dollar

☆ AI is already impacting influencer marketing, according to the CMO of Billion Dollar Boy. Here's how she thinks brands should approach the new tech.
▼ + stars: | 2023-11-21 | by ( Marta Biino | ) www.businessinsider.com time to read: +3 min

Generative AI "has an immediate business implication" for the creator economy, according to Becky Owen, the global chief marketing and innovation officer at influencer-marketing firm Billion Dollar Boy. It has a focus on generative AI, but is also experimenting with virtual and augmented reality, as well as virtual influencers. Owen joined Billion Dollar Boy in early 2023 after almost five years at Meta, where she was most recently head of creator innovations and solutions for Europe. Becky Owen is the global chief marketing and innovation officer at Billion Dollar Boy. Billion Dollar Boy has already tested pilot partnerships with three retail brands, including two luxury fashion brands that have launched their first generative-AI-led creator content on Instagram.

Persons: Becky Owen, Owen, Elmo Mistiaen, Jo Ann, Shanikwa Dvorkin, Anastasia Rogozhina Organizations: Heineken, Pepsi, Business, Billion Dollar, Meta, Brands Locations: Amazon, Europe

☆ 11 rising stars in influencer marketing at agencies, brands, and creator-economy companies
▼ + stars: | 2023-09-27 | by ( Shriya Bhattacharya | Marta Biino | ) www.businessinsider.com time to read: +2 min

It takes a village to craft a successful marketing campaign, and influencer content is no different. Influencer marketing can help brands establish a connection with their potential customers, by leveraging the relationship of trust creators have built with their audiences. In our inaugural list of rising stars in influencer marketing, Insider is highlighting professionals who are paving the way forward in the space, and who work in-house at brands, at marketing agencies, or creator-economy companies. To be considered, nominees must have had no more than three experience in influencer marketing, be based out of North America or the UK, and have contributed to their role in a meaningful manner, as determined by Insider's team. Here are 11 rising stars in influencer marketing, listed in alphabetical order by their company:

Persons: they're, Henry Crisp, I'm, Petit, It's, Ellie Artone Organizations: Brands, Dollar, Digital, Voices, Social Locations: North America

Insider spoke with influencer marketing experts and creators about sponsored content on Threads. Within two days of Threads' launch on July 5 , certain brands and influencers started posting paid, sponsored content. She's since posted more sponsored content to Threads. Hulu worked with creator Adam Rose on a sponsored Threads post. Some creators, like travel creator Jessica Ufuoma, are turning down sponsored content requests from brands for this reason.

Persons: influencers, Adam Rose, Kristen Bousquet, I've, Bousquet, Hulu, Krishna Subramanian, Amber Venz, Alessandro Bogliari, Ayomi Samaraweera, Meta, Rose, Brittany Mehciz, Hulu's, Thomas Walters, Ajai Guyot, Guyot, it's, Elon Musk, Ryan Detert, Matt Navarra, who's, what's, Elon, Navarra, Meta's, Instagram, Sooraj Saxena, he's, Sydney Bradley, Taryn Hicks, Jessica Ufuoma, collabs Organizations: She's, Brands, Meta, Creators, Hulu, Dollar, Amazon, Twitter, Sydney Locations: Europe

Insider spoke with influencer marketing experts and creators about sponsored content on Threads. There may not be hashtags yet on Instagram's new app Threads, but that's not stopping #ads from appearing all over the latest social-media platform. Within two days of Threads' launch on July 5 , certain brands and influencers started posting paid, sponsored content. She's since posted more sponsored content to Threads. Some creators, like travel creator Jessica Ufuoma, are turning down sponsored content requests from brands for this reason.

The YouTube subscriber count has quickly become an outdated relic. YouTube shorts has lowered the barrier to entry, making it easier to gain subscribers. "Especially in the world of short-form content, where your viewers are one swipe away from moving onto someone else." Nearly every social platform, from YouTube to Facebook to TikTok, is still working to crack the code for monetizing short-form video well with advertising. Short-form video ad spending worldwide for 2022 to 2028, via Insider Intelligence.

☆ 7 YouTubers share their takeaways and payouts from the first month of the Shorts ad revenue sharing program
▼ + stars: | 2023-03-07 | by ( Marta Biino | ) www.businessinsider.com time to read: +4 min

On February 1, YouTube began sharing advertising revenue from short-form videos with creators. With this program, revenue from ads is pooled and then shared with creators based on their views. In February, he made about $1,455 for 32.4 million views — about $0.04 for every 1,000 views. Here's how much seven creators made in February:To determine payments on Shorts, YouTube pools revenue from the ads shown on the Shorts feed. Creating short-form content isn't something I'm passionate enough about to dedicate the time it takes."

☆ 3 ways TikTokers are changing their content strategies as they jump to YouTube
▼ + stars: | 2023-02-03 | by ( Shriya Bhattacharya | Marta Biino | ) www.businessinsider.com time to read: +2 min

It's one several reasons some TikTokers are posting on YouTube for the first time in 2023. Here are three ways TikTokers are repurposing their content to fit YouTube. The shift to YouTube comes as some TikTokers have been frustrated with efforts to monetize their content on the short-video app. And if Shorts grows, the amount creators earn grows too." Here are three ways TikTokers are trying to reposition their content for YouTube:

☆ How TikTokers are rethinking their content strategies as they jump to YouTube
▼ + stars: | 2023-02-03 | by ( Shriya Bhattacharya | Marta Biino | ) www.businessinsider.com time to read: +2 min

☆ 4 reasons TikTok creators who never thought they'd try YouTube are suddenly embracing the platform
▼ + stars: | 2023-02-01 | by ( Shriya Bhattacharya | Marta Biino | ) www.businessinsider.com time to read: +11 min

Insider spoke to 10 TikTokers about why they're creating Shorts and longform content for YouTube. Then, last November, a change in the way YouTube pays creators shifted Taylor's thinking and pushed him to start posting on the platform. This year, she and her team will also start posting long-form videos in addition to Shorts on her channel. Creators are starting to fear that TikTok could get banned in the USFor some US creators, YouTube is the way to go because they worry that TikTok could be banned in the country. "Like Google's search engine, search on YouTube strives to surface the most relevant results according to keyword queries," a video posted on the company-owned channel YouTube Creators says.

☆ TikTokers who thought they'd never try YouTube are embracing it as it rolls out ad-revenue sharing on short videos
▼ + stars: | 2023-02-01 | by ( Shriya Bhattacharya | Marta Biino | ) www.businessinsider.com time to read: +11 min

YouTube is set to start sharing ad revenue with Shorts creators beginning February 1. Insider spoke to 10 TikTokers about why they're creating Shorts and longform content for YouTube. YouTube announced that it would start sharing advertising revenue with creators on Shorts, which is similar to TikTok's short-video style. This year, she and her team will also start posting long-form videos in addition to Shorts on her channel. "Like Google's search engine, search on YouTube strives to surface the most relevant results according to keyword queries," a video posted on the company-owned channel YouTube Creators says.

☆ Creator economy experts say 2023 will be a buyer's market for M&A. Here are 5 themes to watch, from tech buyers like Shopify to startup consolidation
▼ + stars: | 2022-12-30 | by ( Marta Biino | Sydney Bradley | ) www.businessinsider.com time to read: +12 min

"As a result, institutional acquirers, like PE firms who still have dry powder to spend, will start snatching up mid-to-large sized creator startups at much more advantageous prices." Insider spoke with creator-economy and market experts about what deals and the broader M&A landscape in 2023 may look like. "They're going to see that the creator economy exists as a direct failure of them to support creators," Gestetner said. "But if an opportunity arises for us to significantly enhance our capabilities to make us a better business powering the creator economy, we'll consider it." Startups can expect consolidation in saturated marketsThe crowded niches within the creator economy startup sphere could also face a wave of consolidation.

☆ It's just the beginning of M&A in the creator economy. Industry experts predict 2023's top trends, and the buyers and sellers to watch.
▼ + stars: | 2022-12-19 | by ( Marta Biino | Sydney Bradley | ) www.businessinsider.com time to read: +12 min

"As a result, institutional acquirers, like PE firms who still have dry powder to spend, will start snatching up mid-to-large sized creator startups at much more advantageous prices." "They're going to see that the creator economy exists as a direct failure of them to support creators," Gestetner said. "But if an opportunity arises for us to significantly enhance our capabilities to make us a better business powering the creator economy, we'll consider it." Startups can expect consolidation in saturated marketsThe crowded niches within the creator economy startup sphere could also face a wave of consolidation. In the creator economy, companies bet on the fact that YouTube advertising revenue on the videos will increase as the audiences of creators grow and they gain more views.

☆ Reselling brand gifts can be easy money influencers, but it comes with big risks
▼ + stars: | 2022-12-14 | by ( Marta Biino | ) www.businessinsider.com time to read: +6 min

But other influencers, when they find themselves flooded with gifted products, turn to reselling them online. One particular brand Campbell worked with in the past would even vet influencers by checking if they were reselling gifted products on third-party websites before partnering with them. Brands and audiences may lose trust in influencers who resellFor many brands, seeing an influencer reselling a gifted product is a definite red flag. Influencers who consider reselling gifted products should also be careful about their taxes, said Qianna Smith Bruneteau, founder of the American Influencer Council. Reselling is most common in niches like fashionThe practice of reselling gifted products on second-hand websites like Depop or Poshmark is most common in the fashion space, industry insiders say.

☆ Brand gifting to influencers has gotten 'excessive and gluttonous.' But reselling products is a big risk for creators.
▼ + stars: | 2022-12-11 | by ( Marta Biino | ) www.businessinsider.com time to read: +6 min

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