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☆ History is repeating itself as MrBeast and T-series battle for YouTube's top spot
▼ + stars: | 2024-04-24 | by ( Lindsay Dodgson | ) www.businessinsider.com time to read: +7 min

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

☆ TikTok has become a pseudo-shopping channel, and Gen Z has had enough
▼ + stars: | 2024-04-22 | by ( Lindsay Dodgson | ) www.businessinsider.com time to read: +8 min

@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

☆ An invite-only audio app has Silicon Valley and creators buzzing. But can it last?
▼ + stars: | 2024-04-16 | by ( Sydney Bradley | ) www.businessinsider.com time to read: +4 min

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

☆ LinkedIn betting it can take on TikTok and Instagram in influencer marketing
▼ + stars: | 2024-04-12 | by ( Jordan Novet | ) www.cnbc.com time to read: +2 min

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

☆ 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

☆ TikTok creators worry about free speech and income streams if ban succeeds: 'My livelihood is at stake'
▼ + stars: | 2024-03-28 | by ( Gili Malinsky | ) www.cnbc.com time to read: +3 min

Some creators worry they will lose the boost in income the platform provides if the ban becomes law. If it does not, the app would be effectively banned in the U.S.A ban on TikTok could have dire effects on some creators' bottom lines. The TikTok page, where she started the company, has 1.3 million followers. Many major TikTok stars have been diversifying their income streams as well — some beginning long before the potential ban. Charli D'Amelio's page, which boasts 152 million followers, has led to numerous other ventures.

Persons: they'll, Emily Swift, TikTok, Swift, I've, Hannah Williams, Williams, Brandon Edelman, Charli, Dunkin, She's Organizations: Facebook, YouTube, Hulu, Forbes, CNBC Locations: TikTok, U.S, Bridgeport , Connecticut, New York

☆ How taking a break can help save an influencer's dying career, even when it seems like there's no hope
▼ + stars: | 2024-03-27 | by ( Lindsay Dodgson | ) www.businessinsider.com time to read: +8 min

download the app Email address Sign up By clicking “Sign Up”, you accept our Terms of Service and Privacy Policy . AdvertisementLast year, Gabbie Hanna took an extended break from the internet, with some thinking she would never come back. The shift in perception is not guaranteed by stepping away, but it does help, experts say. Advertisement"The public tends to be more forgiving of celebrities and influencers who come back and show genuine change," Varbanova said. How getting 'canceled' has changedHanna, like many influencers, has been "canceled" multiple times over her career.

Persons: Gabbie Hanna, influencers, —, Hanna, David Dobrik's Vlog, Toni Ferrara, Varbanova, It's, Colleen Ballinger —, earthness, Sophie Wood, it's, Wood, Gen Zers Organizations: Service, YouTube, Ferrera Media, Business

☆ A millennial moved to Charleston from Nashville to get away from the bachelorette party scene. She's never been happier working her new dream job and paddleboarding in her new city.
▼ + stars: | 2024-03-24 | by ( Madison Hoff | ) www.businessinsider.com time to read: +8 min

Kaelyn Dannenfelser said she's happier than ever after a job change and a move to Charleston from Nashville. AdvertisementKaelyn Dannenfelser, 28, said while she misses her friends in Nashville, Tennessee, and loved being able to live there, she's definitely not moving back. AdvertisementFor those looking to move to Charleston like her, she suggested spending time researching as there are several islands. While Dannenfelser hasn't been living in Charleston or in her new role too long, she's feeling much happier so far. Advertisement"I look forward to waking up in Charleston and waking up for my job," she said.

Persons: Kaelyn Dannenfelser, —, Kaelyn, she's, Dannenfelser, Shem, Paddleboarding, She's, I've, doesn't, didn't, I'm, Dannenfelser hasn't Organizations: Service, Census Bureau, Business, Charleston, BI Locations: Charleston, Nashville, Charleston . Charleston, Nashville , Tennessee, Charleston , South Carolina, Wando, North Charleston, South Carolina, Florida, LTK

☆ How to Post on LinkedIn in a Professional, Non-Cringe Way
▼ + stars: | 2024-03-18 | by ( Emily Stewart | ) www.businessinsider.com time to read: +9 min

The other day, a friend of mine liked one of my LinkedIn posts. AdvertisementWhy LinkedIn feels so cringeAs much as LinkedIn is a professional platform, something about it feels really personal. There's a reason social-media accounts like Best of LinkedIn, which pokes fun at over-the-top LinkedIn posts, exist. Given the weakness of the official advice, I decided to ask a bunch of people for tips on how to post in a non-cringe way on LinkedIn. I also asked a pair of social-media managers — one at Business Insider and one at a different company — for their thoughts on LinkedIn posting.

Persons: Nathan Allebach, It's, Sunny Xun Liu, thinkfluencers, it's, Brendan Gahan, there's, John Hickey, they're, Brandon Smithwick, Natalie Marshall, Natalie, Marshall, Allebach, Emily Stewart Organizations: LinkedIn, Stanford Social Media, Authority, Business Locations: There's

☆ India banned TikTok overnight but 200 million people learned to live without it
▼ + stars: | 2024-03-14 | by ( Diksha Madhok | ) edition.cnn.com time to read: +5 min

On Wednesday, the US House of Representatives passed a bill that could lead to a nationwide TikTok ban. While the Chinese-owned app is not disappearing from Americans’ phones anytime soon, many of its 170 million users in the country are deeply rattled. “[Former] US Secretary of State Mike Pompeo had welcomed the ban, saying it ‘will boost India’s sovereignty.’”While India’s abrupt decision shocked the country’s 200 million TikTok users, in the four years since, many have found other suitable alternatives. Within a week of the ban, Meta-owned Instagram cashed in by launching its TikTok copycat, Instagram Reels, in India. According to Ray, Indian content creators swiftly moved all the old content they had shot for TikTok to Instagram Reels and YouTube Shorts.

Persons: TikTok, ”, Nikhil Pahwa, Mike Pompeo, TikTokkers, Saptarshi Ray, Instagram, Moj, Ray, Clyde Fernandes, Vivan Sharan, ” Sharan, “ Organizations: New, New Delhi CNN, India, Google, YouTube, Oxford, Advisory Locations: New Delhi, United States, India, China, Delhi, American, Bengaluru, Opraahfx, Beijing

☆ Mark Zuckerberg is becoming Meta's ultimate influencer
▼ + stars: | 2024-03-12 | by ( Beatrice Nolan | ) www.businessinsider.com time to read: +2 min

Zuck has been using his platforms to demo Meta's products, including the company's AI glasses. In a video posted late last year, he used Meta's AI Ray-Bans to guide him through braiding his daughter's hair. Zuckerberg posted a video reviewing Apple's new mixed-reality headset, perhaps unsurprisingly deciding Meta's $500 Quest headset was superior. The billionaire has also taken to criticizing Apple's headset on other social media platforms and behind closed doors in private meetings. In a post on Threads last week, Zuckerberg said if Meta's Quest is like the Vision Pro in five years, "we'll have regressed significantly."

Persons: Mark Zuckerberg, Zuck, —, Zuckerberg, Meta's, Ray, He's, he's, Anant Ambani, Priscilla Organizations: Apple's, Service, buzzy Locations: Asia, Japan, Tokyo

☆ 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

☆ On social-media, Black women's content is monetized and appropriated without paying tribute to the creators
▼ + stars: | 2024-03-05 | by ( Kara Alaimo | ) www.businessinsider.com time to read: +6 min

In the influencer world, Black female creators see their work co-opted without credit or apology. Kylie Jarrett, Ph.D., a scholar of media studies, refers to women content creators as "digital housewives," which is fitting because they often earn the same salary as stay-at-home moms: $0. Some of the most exploited people of all are Black women and girls who create content, then watch it get appropriated and monetized by others. They were eventually invited on the show via Zoom — but only after, you guessed it, social media outcry . The experience is so common among Black creators that in the summer of 2021, they went on strike to protest the practice of appropriating their work .

Persons: Kara Alaimo, —, Brittany Ashley, Ashley, cheekily, waitressing, BuzzFeed, Andrea Romo, Snapchat, Katie Feeney, Instagram, Kylie Jarrett, Mark Zuckerberg, Zuck, Jalaiah Harmon, Charli D'Amelio, Kourtney Kardashian, Jalaiah, influencers, TikTokers, Jalaiah wasn't, Jimmy Fallon, Addison Rae, Cardi, Mya Nicole, Chris Cotter, Rae, Mya, Elle, Chris, could've, Cornell, Brooke Erin Duffy Organizations: Women, Service, Globe, West Hollywood, YouTube, Facebook, Influencer, New York Times, NBA Locations: Eveleigh, West, Lowe's, Maryland, United States, Georgia

☆ In Shopify's app store, 'people are fighting it out on the margins' as the market becomes oversaturated and merchants cut costs
▼ + stars: | 2024-02-29 | by ( Madeline Stone | ) www.businessinsider.com time to read: +10 min

Its S-1 filing mentions the word "Shopify" 198 times, and it said that about 77.6% of its annual recurring revenue came from Shopify merchants. About a third of the deals FE International facilitates are for businesses within the Shopify ecosystem, Smale said. Smale said that lately, he has worked with a "wider variety of acquirers" quietly looking to scoop up Shopify apps. He said that Shopify apps make good acquisition targets because they tend to be profitable and not venture-backed. "I always say Shopify SaaS applications are so great to build because they're kind of like building a SaaS on training wheels," Gazdecki said.

Persons: Shopify, Rachael Jones, Brent Murri, They've, Murri, Andrew Bialecki, Klaviyo, Dennis Hegstad, there's, Hegstad, Andy Cloyd, it's, We're, Thomas Smale, Smale, Andrew Gazdecki, Acquire.com, Gazdecki, Tobi Lütke, Lucas Jackson, wouldn't Organizations: Shopify's, Business, Boston Globe, FE International, Reuters Locations: Shopify, Klaviyo

☆ Unilever and Dell have shut down some sustainability marketing initiatives as big corporations embrace 'green hushing'
▼ + stars: | 2024-02-27 | by ( Lara O'Reilly | ) www.businessinsider.com time to read: +7 min

Late last month, computing giant Dell cut part of its marketing team that focused on sustainability and other ESG-related marketing roles, Business Insider has learned. This story is available exclusively to Business Insider subscribers. AdvertisementThis is feeding into a growing trend of "green hushing," where companies stop publicizing their sustainability efforts due to concerns around regulatory scrutiny or a consumer backlash, experts say. Other sustainability agencies have been absorbed into wider offerings, R3 EVP of delivery Sarah Tan told Business Insider. Leo Rayman, head of the sustainability consultancy and venture studio Eden Lab, said that the green hushing phenomenon could suggest a sign of maturity in the space.

Persons: we're, Hein Schumacher, hushing, Pimco, , Harriet Kingaby, Sarah Tan, Kingaby, Bud, Bud Light, influencer Dylan Mulvaney, Guy Parker, — that'll, Parker, Leo Rayman, Rayman, Townsend Organizations: Dell, Business, Unilever, JPMorgan, State, ACT Climate Labs, Media, Advertising Network, Brands, Green Guides, Standards Authority, ASA, BMW, Shell, Etihad Airways, Competition, Markets Authority, Eden, Sustainability

☆ How 'YouTube's resident librarian' built his business around book content, from hosting an award ceremony to a brand deal with Valentino
▼ + stars: | 2024-02-26 | by ( Marta Biino | ) www.businessinsider.com time to read: +6 min

download the appSign up to get the inside scoop on today’s biggest stories in markets, tech, and business — delivered daily. As the self-proclaimed "resident librarian" of YouTube, Edwards has amassed 1.3 million subscribers on his main channel and almost half a million on a second one with videos discussing books and reading. But while he's recently built a reputation as a BookTuber, Edwards didn't start his YouTube career with book videos. Between 2015 and 2020, he was more of a college YouTuber, publishing content about university life and studying tips. "The content people were generally making on BookTube was 'Books I want to read in April,' and then 'Books I read in April.'

Persons: —, Booker, Jack Edwards, Edwards, Edwards didn't, BookTok, BookTube, Harry Styles, Taylor Swift, that's, he's, I've, Valentino, It's, AdSense, — Edwards, I'm, David Nicholls, livestream, Kate Green, Universal Pictures It's, Edwards hasn't, — he's, There's, it'll Organizations: Service, BBC's, YouTube, Business, Netflix, Universal Pictures Locations: London

☆ How Bethenny Frankel grew her influencer business to $3.2 million a year after leaving reality TV behind
▼ + stars: | 2024-02-17 | by ( Madeline Berg | ) www.businessinsider.com time to read: +7 min

In 2023, her first full year of embracing the status of "influencer," Frankel earned $3.2 million in endorsement deals, according to documents reviewed by BI. Bethenny Frankel, the "accidental influencer"Despite her path to that success through reality TV, she calls herself an "accidental influencer." Photo by Heidi GutmanFrankel's path from reality TV to Skinnygirl to actingFor the unfamiliar, Frankel wasn't just in reality TV — she made Housewives history when she founded Skinnygirl Cocktails and then sold it in 2011. The deal was big enough to prompt networks to include so-called "Bethenny Clauses" in reality TV contracts, which require reality stars to give the networks a cut of businesses promoted on air. "I left reality TV and honestly thought the faucet would turn off because that's what happens, and I was fine with that," she said.

Persons: —, Bethenny Frankel, Thomas, Frankel, Fred Flinstone, — Frankel, she's, She's, Dunkin, TikTok, CoverGirl, Frankel doesn't, Heidi Gutman, Frankel wasn't, Frankel haven't, Lady Gaga, Addison Rae, that's Organizations: Service, Business, Housewives, New, Bravo, BI, Brands, L'Oreal, YouTube, SEC Locations: New York, TikTok

☆ Shopify's new price hikes could put pressure on its app developer ecosystem
▼ + stars: | 2024-02-14 | by ( Madeline Stone | ) www.businessinsider.com time to read: +5 min

The price hike comes a year after Shopify raised prices for its base subscription plan. Many have shrugged off the most recent price increase. Shopify frequently touts its third-party app ecosystem as an advantage for merchants looking to grow their business efficiently. Many of the most popular Shopify apps have also raised prices recently. It's possible that some lower-volume Plus merchants will downgrade to more basic subscription options due to cost.

Persons: —, Shopify, Andy Cloyd, Stephen Watson, Cloyd, ” Erman Küplü, Küplü, ” Watson, Jeff Hoffmeister, Hoffmeister Organizations: Service, Merchants, Business, Elysian Solutions, BI Locations: GMV, North America, mstone@insider.com

☆ 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

As of early Thursday, a vast roster of popular songs were disappearing from the social media platform's library. The complete removal of UMG-licensed music will likely take a few days — but chances are, avid TikTokers are already seeing the effects. Artists will also not be able to post the audio of their UMG-licensed songs on TikTok. “It is sad and disappointing that Universal Music Group has put their own greed above the interests of their artists and songwriters,” TikTok said. Mall stressed the overall consequences of pulling music from social media platforms like TikTok — particularly for younger developing artists.

Persons: —, Taylor Swift, Bunny, Drake —, TikTok, UMG, ”, Andrew Mall, Ariana Grande, Justin Bieber, Billie Eilish, ” UMG, ” TikTok, we're, “, UMG's Virgin EMI Records Ted Cockle, Cockle, Alexandra J, Roberts, SZA, Drake, Billie Eilish —, Jessica Henig, it's, Henig, Michelle Chapman Organizations: Universal, Group, Associated Press, “ Universal, Northeastern University, UMG, Universal Music, UMG's Virgin EMI Records, Music Management, ”, Associated, Virgin EMI, AP Locations: UMG, New York

☆ I went to 3 Gap stores in New York City and saw firsthand why the 'tired' company needs a revamp
▼ + stars: | 2024-01-21 | by ( Jennifer Ortakales Dawkins | ) www.businessinsider.com time to read: +8 min

Once known as a staple American mall brand, Gap lost its relevance among consumers who traded shopping centers for e-commerce. "Gap brand, as you know, has tremendous heritage as a pop culture brand," Dickson told investors. Jennifer Ortakales Dawkins/Business InsiderGap's design team is playing it too safe for today's competitive market. Jennifer Ortakales Dawkins/Business InsiderOn that note, Gap could be doing a lot more to market to younger generations. Jennifer Ortakales Dawkins/Business InsiderBriggs suggests brands like Gap go where their younger customers spend much of their time: TikTok, YouTube, and Instagram.

Persons: —, Richard Dickson, Dickson, Ellyn Briggs, Barbie, Neil Saunders, Jennifer Ortakales Dawkins, Briggs, Gen Zers, Gen, Gen Z, Piper Sandler's Organizations: Service, Mattel, Morning, New York City, Grand Central, Free, Nike, Alpha, Teens, Times, YouTube Locations: New York City, New York, Grand

As 2024 kicks off, the creator economy is having an identity crisis. "The venture-scale generational companies are, yes, creator companies, but they're also typically fitting into another bucket." Why the creator economy has been 'disappointing'Once pitched as a rocket-ship opportunity, service companies in the creator economy that focus on products for influencers haven't delivered, investors and industry professionals told BI. Although the phrase already existed, the world needed a new way to describe this prospering industry, and thus, the term "creator economy" entered the mainstream. Lia Haberman, an influencer marketing expert and instructor at UCLA Extension, described influencer marketing as separate from the services arm of the creator industry that has faltered.

Persons: Grant Long, Koji, hasn't, Rex Woodbury, they're, it's, Woodbury, Figma, haven't, Ollie Forsyth, They've, Benjamin Grubbs, I'm, Goldman Sachs, Lia Haberman, Haberman, upstarts, Logan Paul, KSI, Marshall Sandman Organizations: TikTok, YouTube, Business, VC, UCLA, North, PitchBook, Animal

☆ 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

☆ 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 becoming investors. This company is helping them close deals.
▼ + stars: | 2024-01-08 | by ( Amanda Perelli | ) www.businessinsider.com time to read: +5 min

One company helping early-stage startups connect with influencers for capital and marketing services is the Utah-based creator incubator Spacestation. "Influencer marketing is an incredible channel, but it can also be quite expensive for an early-stage company. So, they're getting our investment, but then they're also getting direct access to these creator investors." "This should not be the only investment kind of activity that anybody does, including creators," Holladay added. Where it makes sense, our creator investors help minimize that risk by taking an active role in driving brand growth.

Persons: Logan Paul, Shaun McBride, Tim Holladay, Holladay, they're, We're, Spacestation, it's, we've Organizations: Business, YouTube, Spacestation Investments, Investments, NBA, NHL, NFL, MLB, Ventures, Newcastle Network, SpaceX Locations: Utah, Boston, influencers

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