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☆ Influencers are shepherding their online followers to IRL events as they look to build communities and make money
▼ + stars: | 2024-09-25 | by ( Amanda Perelli | Sydney Bradley | ) www.businessinsider.com time to read: +9 min

Vox Media has also doubled down on investing in podcasting and is helping its podcast creators expand into live events. Jackie Cinguina, chief marketing officer, and Lillian Xu, executive director, spoke with BI about the company's offerings for podcast creators. Vox Media leans on specific marketing, like placing podcast talent into larger in-person events to perform, like South by Southwest. "From an audience standpoint, we thought it was really important," Xu said about bringing back live events. You see them react to the audience and feed off of them when they are in front of a live audience."

Persons: —, Cary, Michael Huang, Cary Huang, Huang, Tana Mongeau, Brooke Schofield, Jake Shane, Ethan, Hila Klein, Mongeau, Schofield, Hugo Amsellem, it's, Jenna Bandy, Bree Green, Carson Roney, Alex Sheinman, Claire Parker, Ashley Hamilton, Parker, Hamilton, cohost Claire, Dan Howell, Phil Lester, Howell, Lester, Ariana Nathani, Jackie Cinguina, Lillian Xu, Cinguina, Vox, Xu, they're, Delia Cai, Hunter Harris, Emilia Petrarca, Sophia Efthimiatou, Efthimiatou Organizations: Service, Saban Media Center, Disney, Nickelodeon, YouTube, Business, Dolby Theatre, Snapback Agency, Snapback, of, Creators, Netflix, Vox, Vox Media, BI, Southwest, IRL Locations: Hollywood, LA, America, of America, York, Hamilton, South

☆ Instagram is adding comments to Stories, pulling users out of their DMs and back in front of advertisers
▼ + stars: | 2024-09-03 | by ( Amanda Perelli | Shriya Bhattacharya | ) www.businessinsider.com time to read: +3 min

Read previewA new feature for Instagram's Stories encourages community — the company just doesn't want this activity happening in closed groups away from advertisers. The social-media behemoth is launching a new tool that lets users leave comments under their followers' Stories. Only followers can see these comments, and only the people a user follows back can leave a comment. AdvertisementOne consequence of users spending more time in Instagram DMs is that there are fewer eyeballs for advertisers to target through Meta's powerful marketing platform. If this feature can successfully encourage users to start conversations within a Story instead of in DMs, they'll be more likely to keep swiping through Stories that show ads (a win for Instagram).

Persons: —, Z's, Adam Mosseri, Harry Stebbings, influencer Ariana Nathani, Purohit, I've, I'm, Instagram Organizations: Service, Instagram's, Business Locations: Instagram, DMs

☆ Events startup Posh just raised $22 million as the IRL space heats up. Read the 12-page pitch deck it used.
▼ + stars: | 2024-07-23 | by ( Sydney Bradley | ) www.businessinsider.com time to read: +4 min

Read previewLike many tech startups, Posh, an events marketplace platform, was born in a college dorm room. "We pivoted from an event company into a software company," as a result, CEO Price told Business Insider. Last month, the app had over 5,000 events listed on the app, Price said. Advertisement"A big thesis of ours is actually that we can create a new revenue stream for creators by congregating their top 1% of fans IRL," Price added. AdvertisementRead the 12-page pitch deck Posh used to raise its $22 million Series A:Note: The company updated and redacted some figures in the deck.

Persons: —, Eli Taylor, Avante Price, Posh, Price, Sam Altman, " Altman, Logan Bartlett, Ariana Nathani Organizations: Service, New York University, Business, Goodwater Locations: Miami, New York

☆ The appeal of being an influencer is so strong that half of US adults would quit their jobs if they could make a living from social media
▼ + stars: | 2024-07-22 | by ( Shriya Bhattacharya | ) www.businessinsider.com time to read: +4 min

Read previewCreating content online is more alluring than a traditional job for many people, new data by influencer marketing and technology platform IZEA found. AdvertisementThe industry can be financially unstable though, and some full-time influencers BI spoke with recently have pivoted back to the corporate world. "The idea of full-time content creation is often more glamorous than reality," creator Mitchie Nguyen previously told BI. A few months ago, the New York-based influencer left her full-time position at Johnson & Johnson to scale her social-media business. Consumers who spend more than five hours per day on social media are 4.4 times more likely to be compensated.

Persons: —, IZEA, Gen Zers, Ted Murphy, influencers, Emarketer, Mitchie Nguyen, Ariana Nathani, influencer, Johnson, Murphy Organizations: Service, Business, Johnson, BI, Consumers Locations: New York, today's

☆ 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

☆ Crypto parties are still raging in the bear market. Here's what it's like at Mainnet, where tickets cost $2,100 and attendees network on yachts.
▼ + stars: | 2022-09-24 | by ( Phil Rosen | ) www.businessinsider.com time to read: +6 min

Crypto enthusiasts, Web3 founders, and investors convened at Messari Mainnet in New York City this week. The tone was firmly upbeat, despite bitcoin, ether, and other digital assets struggling through a bear market. "The bear market just means more building"Nathani, like a dozen other attendees I spoke to this week, is shrugging off the crypto winter and is increasingly upbeat about what comes next. "The bear market just means more building," Brandon Rochon, lead data scientist at Covalent told Insider. Those who have been in the crypto space for long enough, he said, understand the next wave of crypto adoption is still coming, whether the economy is choppy or not.

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