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☆ 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

☆ How creators are using Snapchat's exclusive Snap Stars program to get brand deals
▼ + stars: | 2024-01-10 | by ( Amanda Perelli | ) www.businessinsider.com time to read: +4 min

Read previewSnap's invite-only creator program was a buzzy topic of conversation last year in the influencer industry. The program, known as Snap Stars, gained initial popularity for its lucrative paydays based on its stories ad-revenue-sharing model. But these payouts aren't the only way Snap Stars can make money. For instance, online travel agency Priceline was among the first brands to work with Snapchat creators through the Snap Star Collab Studio program early last year. The Snap Star Collab Studio program is similar to TikTok's creator marketplace where brands can pitch creators directly.

Persons: —, Priceline, influencer Mia Finney, she's, Finney, Chantel Jeffries, Jeffries, Katie Feeney, Katie Austin, Kohl's Organizations: Service, Business, UCLA, US Navy, L'Oreal, NYX, Penn State, Comcast, Kohl's Locations: Los Angeles, Austin

☆ These were YouTube's 10 top rising stars last year — and the managers, publicists, and more supporting them
▼ + stars: | 2024-01-08 | by ( Amanda Perelli | Marta Biino | ) www.businessinsider.com time to read: +1 min

The short-form video wave on YouTube helped many creators skyrocket in views and subscribers this year. This story is available exclusively to Business Insider subscribers. Top creators ranking on YouTube's annual US "breakout creators" list this year included several who mainly post short videos, or Shorts, on the platform, and ranged in categories like gaming, skits, and comedy videos. Some creators who achieve this level of success quickly have benefited from hiring teams to help them with their businesses, brand strategy, and PR opportunities. Business Insider mapped out the teams that work with YouTube's breakout creators, from managers to agents to publicists.

Persons: skyrocket, Alexey Gerasimov, Hew Moran Organizations: YouTube, Business, Alpha

☆ 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

☆ Seeking nominations for the top founders innovating and reshaping social media
▼ + stars: | 2024-01-08 | by ( Sydney Bradley | Amanda Perelli | ) www.businessinsider.com time to read: +1 min

Business Insider is looking for startup founders building new and innovative social-media platforms. AdvertisementA lot of social media has become quite … boring. Last year, we wrote about how social media as we knew it — namely, the classic feed — was on the decline and instead, users were opting for group chats and smaller, niche apps and online communities. Who are the founders building the anti-Instagrams? AdvertisementThe list of founders will be determined by BI based on our reporting and the nominations we receive.

Persons: — Organizations: Service, BI, Google

☆ Exclusive Spotify data shows the top 15 rising star podcast creators on the platform in 2023, from Theo Von to Andrew Huberman
▼ + stars: | 2023-11-29 | by ( Amanda Perelli | ) www.businessinsider.com time to read: 1 min

Spotify has become a top podcasting platform for creators. Aside from big names like Joe Rogan and "Call Her Daddy," it is also a hub for rising shows. Spotify has exploded as a leading podcasting platform for creators, and this year, 35,000 podcasters charted for the first time on the platform. The week of January 29 brought more new podcast creators to the platform than any other week this year, according to Spotify. For the first time, the company is revealing the top 15 rising podcast creators on the platform.

Persons: Joe Rogan, Joe Santagato Organizations: Spotify, Business

☆ 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

☆ 5 Trends to Bet Your Career On
▼ + stars: | 2023-11-22 | by ( Business Insider | ) www.businessinsider.com time to read: +1 min

Innovation undoubtedly drives business growth — but it also powers new and exciting career opportunities. Artificial intelligence probably comes to mind as one example, especially in the wake of generative AI, but that's not the only story. AdvertisementIn this series, 5 Trends to Bet Your Career On, Business Insider is highlighting five fast-moving trends that are activating new professional opportunities for those just starting out, as well as those looking for something new. Each of the trends is explained in detail, with an accompanying essay from someone who has chosen that path. Credits:Series Editors: Madeline Berg, Lauryn Haas, Julia Hood, Manseen Logan, Nathan McAlone, Josée Rose, Bartie Scott, Debbie Strong.

Persons: that's, Madeline Berg, Lauryn Haas, Julia Hood, Manseen Logan, Nathan McAlone, Josée Rose, Bartie Scott, Debbie Strong, Marta Biino, Catherine Boudreau, Alyshia, Madison Hoff, Aaron Mok, Amanda Perelli, Noah Sheidlower, Aria Yang, Jinyoung Chang, Rodriguez, Bryan Erickson, Taylor Tyson, Rebecca Zisser Organizations: Business Locations: Alyshia Hull

☆ 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

☆ A career trend to bet on
▼ + stars: | 2023-11-17 | by ( Dan Defrancesco | ) www.businessinsider.com time to read: +8 min

In today's big story, we're looking at why the creator economy is big business and potentially the future of the entertainment industry. The big storyInfluential influencersPete Ryan for Business InsiderLike it or not, the "creator economy" is here to stay. Goldman Sachs analysts estimated the creator economy was a $250 billion industry and could nearly double to $480 billion by 2027. The story is part of Business Insider's "5 Trends to Bet Your Career On" series. Business Insider's Lucia Moses and Alison Brower have a full breakdown of the recent cuts.

Persons: —, who've, Pete Ryan, Goldman Sachs, Amanda Perelli, Amanda, Alix Earle, Arantza Pena Popo, Business Insider's Lucia Moses, Alison Brower, that's, Michael Dell, Carl Icahn, Dell, BRENDAN SMIALOWSKI Biden, Xi, Dolly Parton, RuPaul, Rachel McAdams, Danny DeVito, Martin Scorsese, VCs, Dan DeFrancesco, Naga Siu, Hallam Bullock, Lisa Ryan Organizations: Service, Business, TikTok, YouTube, Diego Donamaria, CNBC, Tech, Icahn Enterprises, Whirlpool, Walmart, Target, Today Locations: Diego, New York City, San Diego, London, New York

☆ The creator economy is a $250 billion industry and it's here to stay
▼ + stars: | 2023-11-16 | by ( Amanda Perelli | ) www.businessinsider.com time to read: +5 min

The "creator economy" encompasses a large business ecosystem built around social-media stars. Goldman Sachs estimated this year that the creator economy could be a $480 billion industry by 2027. AdvertisementThe "creator economy" emerged with the rise of social-media stars like YouTubers and Instagram influencers, and describes the entire business ecosystem that has grown around them. AdvertisementEarlier this year, Goldman Sachs analysts estimated that the creator economy was a $250 billion industry , and could reach $480 billion by 2027. AI comes to the creator economyThe latest innovation driving the creator economy forward is artificial intelligence.

Persons: Goldman Sachs, —, Instagram, Taylor Lorenz, influencers, There's, Shannae Ingleton Smith, Selena, MrBeast, Forbes, Carmen Sognonvi Organizations: Service, YouTube, Intelligence, Grey Agency, Oxford Economics, Netflix

☆ '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

☆ How I got my job as Twitch streamer Kai Cenat's assistant thanks to an Instagram DM — and a zebra
▼ + stars: | 2023-11-08 | by ( Amanda Perelli | ) www.businessinsider.com time to read: +9 min

Brianna Lewis, 28, works as a personal assistant to top Twitch streamer Kai Cenat. AdvertisementAdvertisementThis as-told-to essay is based on a transcribed interview with 28-year-old Brianna Lewis, who is an assistant to Twitch streamer Kai Cenat. But I was never presented the right opportunity until late 2021, when a family member sent me Kai Cenat's Instagram story. Kai is a Twitch streamer and YouTube creator with millions of subscribers across multiple platforms. You can kind of gauge when they're going to need you, and what exactly they're going to need — probably before even they realize that they need it.

Persons: Brianna Lewis, Lewis, DMing, —, I've, Kai Cenat's, Kai, I'm, It's, we've, Drake, Kai Cenat Organizations: Service, Instagram DMs, YouTube Locations: Instagram, Georgia, Charlotte , North Carolina, Atlanta

☆ Find me a zebra and you can have the job: What it's like to work for top YouTube stars, according to 17 current and former staffers of creators like MrBeast and Kai Cenat
▼ + stars: | 2023-11-01 | by ( Marta Biino | Amanda Perelli | ) www.businessinsider.com time to read: +10 min

Cenat, who is a top Twitch streamer and YouTube creator with millions of subscribers across multiple platforms, was looking for an assistant. Cenat responded to her message, writing that she could have the job if she could get one task done. There's even a job board dedicated to finding work with a YouTube creator: YT Jobs . The staffers ranged from full-time employees to contractors, and they described days filled with unimaginable stunts, inconsistent work hours, varying salaries, and frequent pivoting. "It's like the old adage of, 'If you love what you do, you never work a day in your life.'"

Persons: Brianna Lewis yearned, Kai Cenat's, Cenat, Lewis, She's, Jimmy Donaldson, Preston Arsement, YT, Britt Carter, Kai Cenat, Brianna Lewis, Carter, Drake, Peter Sanjur, Sanjur, Zi Yuan, Yuan, Jason Russak, YouTuber Jesse Riedel, Russak Organizations: Instagram DMs, YouTube, Research, Oxford Economics Locations: Georgia, Charlotte , North Carolina, Atlanta , Georgia, Greenville , North Carolina, Smoky, Japan, Tokyo

The creator economy buzz has simmered down but some startups are still catching investors' attention. Insider asked over a dozen VCs and angel investors to share which startups are on their radar. Here are 14 startups to watch in the creator economy as 2023 comes to a wrap. Yes, the buzz around the creator economy has fizzled out and consolidation has swept through the industry, but some startups are still catching the attention of investors. Insider asked more than a dozen venture capital and angel investors specializing in the creator economy, from firms including Hustle Fund, Lightspeed Venture Partners, and MaC Ventures, about the creator startups they think are most promising this year.

Organizations: Hustle Fund, Lightspeed Venture Partners, MaC Ventures

☆ The top AI tools creators use to make content and 4 other key takeaways from a new survey of 2,000 influencers
▼ + stars: | 2023-10-18 | by ( Amanda Perelli | ) www.businessinsider.com time to read: +3 min

In Creator Now's survey, 97% of creators said they were already using AI in their creative process. Those creators said they used AI to increase workflow, fill in skill gaps, create better quality content, and reduce costs. Still, some creators said they'd experienced disadvantages from using AI, and 23% had experienced ethical dilemmas when using AI. In September, Meta announced several AI tools, including AI chatbots developed in partnership with influencers like MrBeast, LaurDIY, and Charli D'Amelio. Twenty-seven percent were unaware of YouTube's most recent AI tools, and 26% said they planned to wait until YouTube's tools were more widely developed.

Persons: they'd, chatbots, influencers, Charli, Google Bard, Claude Organizations: Meta, Google, Labs

☆ The top influencers selling products on Amazon Live, according to new data analysis
▼ + stars: | 2023-10-13 | by ( Amanda Perelli | ) www.businessinsider.com time to read: +1 min

Amazon's livestreaming platform offers influencers tools to earn commission from sales. The influencer-marketing platform Captiv8 analyzed data to find the top creators on Amazon Live. Here's a breakdown of the top influencers on Amazon livestreaming to followers. Throughout the year, Amazon capitalizes on its influencer network to sell products and promote sales, especially during Prime Day. The e-commerce giant offers a variety of content creation and monetization tools for influencers, including its live video streaming platform, Amazon Live.

Organizations: Amazon

☆ Read an exclusive 24-page deck about Snapchat's invite-only creator program Snap Stars, which breaks down best practices, how to get in, and more
▼ + stars: | 2023-10-12 | by ( Amanda Perelli | ) www.businessinsider.com time to read: +2 min

Whispers about Snap's invite-only creator program have swept the industry in recent months. Creators want to know how to be accepted into the program and gain access to Snap's lucrative payouts. Berry spoke about Snapchat's invite-only Snap Stars monetization program, sharing tips on getting accepted and details about how the program works. The Snap Stars program pays creators based on an ad-sharing model. And Berry highlighted important steps creators should take once accepted to maintain their engagement and growth on Snap.

Persons: Nuseir Yassin, Samir Chaudry, Brooke Berry, Eric Wei, Berry, David Dobrik, Hannah Stocking, Fortune Organizations: Nas, Facebook, Nas Company, YouTube, Karat Locations: Los Angeles

☆ How creators are moving their followers from Instagram and TikTok to communities like Patreon and Discord using link-in-bio tool Linktree
▼ + stars: | 2023-10-02 | by ( Amanda Perelli | Sydney Bradley | ) www.businessinsider.com time to read: +1 min

As influencers grow their audience they're also thinking of better ways to engage with those followers. Link-in-bio tools like Linktree help creators redirect followers to closed communities. Linktree analyzed data around how influencers are utilizing links to grow their business. Creators don't just want massive followings on Instagram, TikTok, or YouTube — they want to turn those audiences into loyal communities. But how does a creator move followers from one platform and engage them in a separate, more intimate space?

Persons: they're Organizations: YouTube

Angel investors in the creator space range from industry experts to creators themselves. From Karat to Canopy, these angel investors are betting on creator-economy startups. Insider is highlighting 11 angel investors funding startups in the creator ecosystem. Typically high-net-worth individuals, angel investors can be crucial business partners for early-stage startups by providing capital, as well as mentorship and access to robust networks. For later-stage startups, big-name angel investors can help act as ambassadors and advisors.

Persons: Ludwig Ahgren, Nuseir Yassin Organizations: Karat, Nas Daily Locations: Nas

☆ Creator merchandise company Spring has been hit with 7 lawsuits this year
▼ + stars: | 2023-09-08 | by ( Sydney Bradley | Amanda Perelli | ) www.businessinsider.com time to read: +6 min

Merch company Spring has been hit with numerous lawsuits this year. The creator merchandise company Spring has been hit with a slew of lawsuits this year following the sale of its assets, in late 2022, to the software company Amaze. Spring, as a company, still exists but has been effectively defunct since the asset sale. That hasn't stopped the lawsuits against Spring (formerly known as Teespring) from piling up, however. Since January, Spring has been sued by several vendors and business partners, with global shipping company DHL being the latest to sue the company.

Persons: Amaze, Ty Huls, Huls, Spring, et, Broder Bros, It's, Evan Stites, Clayton, Chris Lamontagne, Annelies Jansen, OpenAI's Sam Altman, Jansen, What's, Michael Curtiss Organizations: DHL, Spring, Washington State Department of Revenue, DHL Ecommerce, Inc, Teespring Inc, Trade Credit Insurance Inc, Al, Former Spring, Amaze, Amaze Holding, Amaze Software Inc, Software Locations: Amaze, Teespring, Spring, WilliamsMarston

☆ Social Media Is Dead: Instagram, TikTok Replaced by Group Chats, Messaging
▼ + stars: | 2023-08-30 | by ( Sydney Bradley | Amanda Perelli | ) www.businessinsider.com time to read: +15 min

Frustrated with the state of the platform, Breuning launched the "Make Instagram Instagram Again'' crusade in 2022. Influencers, marketers, average users, and even social-media executives agree: Social media, as we once knew it, is dead. Social media to social mediaNo app better defines the changing nature of social media than Instagram. "I'm honestly just tired of social media," said 23-year-old Walid Malb, who works in the creator economy. Amanda Perelli is a senior creator economy reporter covering social media influencers, advertising and marketing trends for Insider.

Persons: Tati, everyone's, Bruening, Breuning, algorithmically, Kylie Jenner, Adam Mosseri, Instagram, Jeffrey Gerson, Sarah Frier, Influencers, Mosseri, Hannah Stowe, Andrea Casanova, Casanova, I'm, Walid Malb, —, Gerson, Nina Haines, Victoria Johnston, Johnston, Lia Haberman, Alpha, they're, Haberman, wouldn't, Amanda Perelli, Bradley Organizations: Bloomberg, Apple, Twitter, UCLA, American Influencer Council, Social, . Locations: Instagram, New York, Similarweb, Castro, Geneva

☆ I work as a creative director for a YouTube star. Here's what my job is like and how I got the role.
▼ + stars: | 2023-08-21 | by ( Amanda Perelli | ) www.businessinsider.com time to read: +6 min

Preston White is YouTube star Ryan Trahan's creative director. When Preston White applied to compete in YouTube star Ryan Trahan's new video series, he didn't think it would lead to a major career — and life — change. White and two other contestants — including Zach Levet (who also landed a job with Trahan) — ended up as finalists in Trahan's three-part video series. For the video series, the contestants spent almost a week straight with Trahan, which led to White, Levet, and Trahan keeping in touch after the competition. YouTube creators typically set their own schedules, and they can choose to work as much, or as little, as they want.

Persons: Preston White, Ryan Trahan's, White, —, Ryan Higa, Zach Levet, Trahan, There's, YouTubers, Ryan, They'll, they'll Organizations: YouTube, Walmart Locations: Austin , Texas, Trahan's, Austin

From Karat to Spill, venture capitalists are betting on creator-focused companies in 2023.Insider is highlighting 14 VC firms that are backing startups in the space right now. About three years ago, the "creator economy" was a fiery buzzword that emerged out of the bustling influencer-marketing and social-media industries. By 2021, the space had raised approximately $939 million in venture capital, according to Crunchbase data. Insider is highlighting over a dozen VC firms, as well as their partners who specialize in creator-focused startups, that are funding the next wave of creator-economy companies. Here are 14 VC firms funding the creator economy in 2023:Note: Firms are listed in alphabetical order.

Persons: Marlon Nichols, Nichols, Karat Organizations: MaC Venture

☆ Creator merch startup Fanjoy has filed for bankruptcy
▼ + stars: | 2023-08-16 | by ( Amanda Perelli | ) www.businessinsider.com time to read: +3 min

Creator merch startup Fanjoy has filed for Chapter 11 bankruptcy, a court filing showed. Creator merch startup Fanjoy filed for Chapter 11 bankruptcy this month, according to a court filing viewed by Insider. Then around 2017, Fanjoy pivoted its business model to selling merch for YouTube creators and other internet stars . Fanjoy isn't the first creator-focused merch company to face challenges in recent months. Creators told Insider at the time that Spring had struggled with its business, including with shipping delays and late payments.

Persons: Fanjoy, Elyse Myers, Kian, Myers, We've, Chris Vaccarino, Vaccarino, Jake Paul, David Dobrik, Tana Mongeau, Addison Rae Organizations: JC, YouTube, Spring

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