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☆ TikTok has become a 'billion-person focus group' that can make or break your business with one viral video
▼ + stars: | 2023-06-22 | by ( Jordan Hart | ) www.businessinsider.com time to read: +4 min

A review can now completely change the trajectory of a business if it goes viral on TikTok. A viral video on TikTok can make a product fly off of shelves, or leave consumers questioning the quality of a company. Corey Robinson, chief product officer for Abercrombie & Fitch, described TikTok to The Journal as "a billion-person focus group." Fame is just as easy to achieve as infamy on TikTok where videos can quickly — and unexpectedly — go viral. In late 2022, Chipotle employees were hit with waves of complicated orders and unhappy customers after Lee and TikToker Alex Frost posted viral videos trying a menu hack for quesadillas.

Persons: Corey Robinson, Abercrombie, Robinson, Pink, Chef Pii, Pii, naysayers, TikTokers, hashtag, Keith Lee, Lee, Kwame Boakye, TikToker Alex Frost, Chipotle, Brian Niccol Organizations: Street Journal, Morning, Abercrombie & Fitch, Fitch, Walmart, Dave's Gourmet, NielsenIQ, McKinsey & Company, Fire Locations: Orlando

☆ 32-year-old spent $2,000 setting up an Airbnb in her neighbor's barn—now her rentals bring in $2.88 million a year
▼ + stars: | 2023-06-14 | by ( Megan Sauer | ) www.cnbc.com time to read: +5 min

The company brought in $2.28 million last year on Airbnb and rental platform Eviivo, according to documents reviewed by CNBC Make It. She paid a company to help her create hashtags and build her online presence — all for a single Airbnb property. She asked Randall to promote the Airbnb listing on her "Stays and Getaways" page, in exchange for a free stay. When a former middle school classmate reached out asking for Airbnb advice, Inlow said she'd redesign and run the property herself for $10,000. That fall, Inlow purchased another property management company, Cape Charles Escapes, to expand her rental portfolio to Virginia's coast.

Persons: Jamie Inlow's, Inlow, wasn't, Jamie Inlow, Julia Randall, Randall, Getaways, Cape Charles Organizations: University of Virginia, CNBC, Google, Airbnb, Cape, Historic, LV8 Locations: Scottsville , Virginia, Virginia, Virginia's, Staunton , Virginia

☆ 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

☆ Daddy, Are You an Influencer?
▼ + stars: | 2023-06-13 | by ( Charlotte Cowles | ) www.nytimes.com time to read: +2 min

“With Instagram, a lot of men were uncomfortable with putting up these edited, staged pictures and captions,” said James Nord, a founder of Fohr, an influencer marketing firm in New York City. And all of a sudden, here’s someone people trust and relate to, talking about new pants that they love. Dads also said they spent about 10 hours a week on household chores in 2016, an increase from four hours in 1965. (Alas, while dads are doing more, a major gender gap persists: Mothers spent about 14 hours a week on child care and 18 hours a week on housework in 2016.) “I think a big reason that what I was doing resonated was that I was honest and genuine about what I was experiencing.”

Persons: dadfluencers, ”, James Nord, TikTok, influencers, Dad influencers, Nord, “, Thomas Piccirilli Organizations: Pew Research Locations: New York City, United States, Monmouthshire, England

☆ 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

☆ Why young workers are posting their before-and-after work routines on Tiktok — and why thousands are watching
▼ + stars: | 2023-06-07 | by ( Alexandra York | ) www.businessinsider.com time to read: +5 min

Content creators are sharing their routines before and after work on TikTok. Kakalecik has more than 16,000 followers on TikTok and is part of a growing number of 9-to-5 workers sharing their daily routines. But it's not just attractive to followers; creators find a sense of purpose when filming content, too. It's also for the content creators themselves. For Barbour, showing up on TikTok reminds him that there is more to life than work.

Persons: —, Jocelyn Kakalecik, swiping, TikTok, it's, Emmanuel Boateng Jr, Boateng, Kakalecik, Cameron Barbour, Barbour, It's, I've Organizations: Service, Productivity Locations: New York City, America

☆ TikTok is the best platform to make money on, according to a new survey of 1,500 creators. But YouTube reigns supreme for high earners.
▼ + stars: | 2023-06-05 | by ( Marta Biino | ) www.businessinsider.com time to read: +4 min

Royalty-free music provider Epidemic Sound surveyed 1,500 content creators on their businesses. The best platform to earn was TikTok, creators said, closely followed by YouTube. "This tells me that previously content creators were more dependent on external props to grant their content the production value that they thought would determine success. The majority of creators say TikTok is the best platform to make money, followed by YouTubeWhen asked which platforms are the best to generate income, 30% of creators mentioned TikTok, while about 26% said YouTube. A May report from influencer-marketing firm The Influencer Marketing agency found that 94% of surveyed creators used AI; in another report from video-and-image app developer Lightricks, 62% of creators said they used it.

Persons: we'll, Oscar Höglund, Höglund, TikTok, ure Organizations: YouTube, Influencer

☆ 77% of creators say their incomes have gone up in the last year, but the vast majority are looking to cut costs. Here are 4 key takeaways from a new survey.
▼ + stars: | 2023-06-02 | by ( Marta Biino | ) www.businessinsider.com time to read: +4 min

Royalty-free music provider Epidemic Sound surveyed 1,500 content creators on their businesses. The best platform to earn was TikTok, creators said, closely followed by YouTube. 76.5% of creators had seen their income increase significantly over the past 12 monthsThat's compared to 23% who said their income had gone down or stayed the same. "This tells me that previously content creators were more dependent on external props to grant their content the production value that they thought would determine success. A May report from influencer-marketing firm The Influencer Marketing agency found that 94% of surveyed creators used AI; in another report from video-and-image app developer Lightricks, 62% of creators said they used it.

Persons: we'll, Oscar Höglund, Höglund, TikTok, ure Organizations: YouTube, Influencer

☆ A.I. explosion will only lead to more innovation in advertising, says WPP CEO Mark Read
▼ + stars: | 2023-06-01 | by ( ) www.cnbc.com time to read: 1 min

Share Share Article via Facebook Share Article via Twitter Share Article via LinkedIn Share Article via EmailA.I. explosion will only lead to more innovation in advertising, says WPP CEO Mark ReadMark Read, WPP CEO, joins 'Closing Bell Overtime' to discuss the strength of the ad market, the development of influencer marketing, and how A.I. could be used to boost creativity and expand ad innovation.

Persons: Mark Read Mark Read Organizations: WPP

From influencer marketing trends to new creator startups, the creator economy is evolving rapidly. Some voices have become authorities in the space, delving into the industry through podcasts, newsletters, and more. Insider is highlighting 23 creator-economy experts to know to stay up-to-date on the industry. Won launched his podcast in 2020 to elevate the Asian creator community and regularly interviews Asian and Asian American creators, entrepreneurs, and creatives. Here are 23 creator-economy experts who share their insights on podcasts, newsletters, and LinkedIn, listed in alphabetical order:

Persons: Jerry Won, Kamala Harris, Won, Avi Gandhi, Instagram influencer Vivian Tu, BFF Organizations: LinkedIn Locations: United States

☆ How influencers think about AI and its impact on their work, according to a new survey of 1,000 creators
▼ + stars: | 2023-05-24 | by ( Marta Biino | ) www.businessinsider.com time to read: +4 min

The survey shows 62% of creators already use AI to help create content. Lightricks partnered with the market-research firm YouGov to survey more than 1,000 current and aspiring content creators in the US over the age of 18. The company defined content creators as "those who edit and share photos and/or videos online that generate income," while aspiring creators were defined as "those who are working towards achieving that goal." 62% of creators use AI to help create contentThe data gathered by Lightricks showed that 62% of current creators and 68% of aspiring creators already used AI in their content-creation process. 38% of creators think AI will increase their feesDespite the debate around how AI will impact creative work, 38% of creators believe that their fees will increase with the use of AI, while 22% think they will decrease.

☆ An influencer agency is offering people $1,000 to scroll TikTok for 10 hours straight
▼ + stars: | 2023-05-22 | by ( Sawdah Bhaimiya | ) www.businessinsider.com time to read: +2 min

An influencer marketing agency is offering $1,000 for a job scrolling TikTok for 10 hours straight. An influencer marketing agency is tapping into social media users' love of TikTok and offering up a dream job opportunity that will pay users to scroll TikTok endlessly. Ubiquitous, a company that helps brands grow through influencer marketing campaigns, has opened up applications for its "TikTok Watching Job 2.0" that will pay three successful applicants $100 an hour to scroll TikTok for 10 hours straight to help them discover "emerging new trends." In October, Ubiquitous offered a similar program, where winning applicants could earn $50 an hour for 12 hours on TikTok alongside other gift card perks, per the New York Post. Its format has quickly been mimicked by other social media companies including the introduction of Reels on Instagram and Shorts on YouTube.

☆ Ubiquitous offers side hustle, paying users to watch TikTok
▼ + stars: | 2023-05-20 | by ( Aya Elamroussi | ) edition.cnn.com time to read: +1 min

CNN —If you already spend hours scrolling through TikTok – let’s face it, who doesn’t? Influencer marketing agency Ubiquitous is looking to pay three people $100 per hour to go on a 10-hour TikTok watching session. To apply for the TikTok Watching job, subscribe to Ubiquitous’ YouTube channel and send a short blurb about why you’re the best fit for the hours-long marathon. The company is seeking people 18 and older who know how the platform works – particularly trends. After the watching session, participants will be asked to post their experience on any social media platform they choose and tag the company.

Many Instagram influencers use media kits to pitch themselves to brands. Insider spoke with thirteen Instagram influencers who shared the exact media kits they use. Instagram influencers often rely on brand deals as their main source of income. To get these deals, creators often use media kits to showcase their value to a company, providing audience metrics and, sometimes, pay rates. Here are thirteen examples of real media kits that influencers use to land brand deals on Instagram (ordered from least followers to most):This post has been updated to add more media kits.

☆ 3 ways TikTok comedy creators are making money as the app opens up new ways for comedians to build careers
▼ + stars: | 2023-05-19 | by ( Sydney Bradley | Shriya Bhattacharya | ) www.businessinsider.com time to read: +4 min

Comedy creators are using the app to collaborate with brands like Bud Light and Dell, for example. Here are three ways comedians on TikTok make money through the social-media platform. Here are three ways comedy creators make money, based on interviews with 20 entertainment and TikTok insiders, including a dozen comedians:1. Comedy creators are inking sponsorship deals with brandsThumb-stopping and "relatable," comedy creators are in high demand by brands, said Dani Jacobson, a talent agent at A3 Artists Agency. Jacobson said one of the comedy creators she represents is hoping to land a creative director role with a brand.

☆ Instagram is reportedly testing a Twitter competitor — and the first leaked images indicate a summer release
▼ + stars: | 2023-05-19 | by ( Aaron Mcdade | ) www.businessinsider.com time to read: +3 min

Meta is reportedly pitching celebrities and influencers to join its "Instagram for your thoughts." A new report from the Substack of Lia Haberman cites conversations with a creator who met with Meta about the app. Initial images of the app in marketing materials make it look like a mix of Twitter and Instagram. Haberman posted in a Friday newsletter and on Twitter what appear to be the first images of the still-unnamed app. The app may be compatible with other apps like Mastodon, allowing users to search across apps, Haberman reported.

☆ Gen Z is forcing fast-food restaurants to change their menus. They're now offering more spicy food and chicken to lure in younger diners.
▼ + stars: | 2023-05-16 | by ( Grace Dean | ) www.businessinsider.com time to read: +3 min

Gen Z diners crave spicy food and chicken more than other generations. Restaurant execs say that younger diners crave spicy food and chicken. "Spice levels generally heat up with younger generations," Fabiola Del Rio, VP of integrated marketing communications at Panda Express, told Insider. And where they can, Gen Zers like to get their chicken spicy, too. Or a restaurant exec who's noticed interesting dining patterns among your Gen Z customers?

☆ Tesla 2023 shareholder meeting: Musk says Tesla will try advertising
▼ + stars: | 2023-05-16 | by ( Lora Kolodny | ) www.cnbc.com time to read: +2 min

In an aerial view, Tesla Corporate Headquarters are seen on January 03, 2023 in Travis County, Texas. Tesla CEO Elon Musk addressed shareholders at the company's annual meeting on Tuesday, predicting the economy would pick up after 12 months and promising the company would deliver production Cybertrucks later this year. Addressing the long delays to the angular electric pickup, Musk lamented some of the manufacturing challenges and said, "Sorry for the delay. During the Q&A session, an attendee dressed like a robot with a cowboy hat, asked Musk if Tesla would build an RV or a camper. Musk said on Tuesday, "We'll try out a little advertising and see how it goes."

☆ 94.5% of creators use AI to help them make content, according to a new survey of 660 influencers
▼ + stars: | 2023-05-10 | by ( Marta Biino | ) www.businessinsider.com time to read: +3 min

The firm surveyed 660 creators based in the US on how they use AI, among other topics. 94.5% of them said they use AI, with editing content and image generation being top ways. And for those who are in the business of creating content, AI that can help streamline creative work can be especially enticing. The top three ways chosen were editing content, generating images and videos, and creating text and captions for accessibility. "If you're a content creator, people follow you for your storytelling, your unique point of view.

☆ Threat of TikTok ban has creators scrambling to build followings on Instagram, YouTube
▼ + stars: | 2023-05-06 | by ( Ashley Capoot | ) www.cnbc.com time to read: +9 min

Politicians have been threatening a nationwide TikTok ban unless ByteDance sells its stake in the app, a move China said it "strongly" opposed. "That's the power of TikTok," Spangler said, adding that the app drives the majority of sales for his business, The Good Chad. Olivier Douliery | Afp | Getty ImagesIn April, Montana legislators approved a bill that would ban TikTok from being offered in the state starting next year. Creators are turning to other platformsVivian Tu, who lives in Miami, has been preparing for a possible TikTok ban by working to build her audience and diversify her content across multiple platforms. With the looming threat of a TikTok ban, Foster said she's been sharing content across Instagram, YouTube and Twitter to try to expand her following.

☆ Facebook is gaining traction as a creator favorite and place to make money, according to new data. But Instagram is slipping.
▼ + stars: | 2023-05-05 | by ( Sydney Bradley | ) www.businessinsider.com time to read: +3 min

Facebook surpassed Instagram as creators' favorite app in 2023, per a new report. While TikTok and YouTube are the top two "favorite" platforms for creators in 2023, Facebook has supplanted Instagram with 17% of surveyed creators naming the Meta-owned platform as their favorite. In 2021, only 14% of surveyed creators named Facebook as their top pick. For instance, Veronica Cannady — a content creator across Facebook, Instagram, TikTok, and YouTube — told Insider that she prefers Facebook over Instagram at the moment. "As YouTube and others started rolling out and doubling down on monetization, Facebook did the same," Bartoli said.

☆ New data shows OnlyFans has made big gains as a platform for tipping and subscribing to creators — and how it stacks up against YouTube, TikTok, Twitch, and more
▼ + stars: | 2023-05-04 | by ( Nhari Djan | ) www.businessinsider.com time to read: +3 min

A new report on influencer marketing shows the tipping and subscription habits of social-media users. A new report shows social-media users in 2023 are less likely to pay creators in tips and subscriptions on the major platforms than had in the past. When respondents were asked which platform they liked for tipping and subscribing to their favorite creators, OnlyFans had the biggest gains. Bogliari suggested there could be more OnlyFans creators coming to the platform, too. The study also found an ideal rate among users who were willing to pay for content for exclusive content.

☆ TikTok advertisers stick by the app amid threat of U.S. ban
▼ + stars: | 2023-05-04 | by ( Sheila Dang | ) www.reuters.com time to read: +3 min

May 4 (Reuters) - Advertisers are committed to continue spending on TikTok due to its immense popularity with users despite threats of a potential ban in the U.S. over national security concerns, ad experts said. The short-form video app has already been banned from government-issued phones in multiple countries. Two media buyers at two different major ad agencies told Reuters that Washington's scrutiny over the app had yet to impact their clients' plans on TikTok. Still, several media buyers acknowledged the threat of a U.S. ban would be the "elephant in the room" during the advertiser presentation. TikTok said it is addressing advertiser concerns "head on in an open, fact-based and ongoing dialogue."

☆ The creator economy could be a $250 billion industry, a Goldman Sachs report says. Here are 4 other takeaways.
▼ + stars: | 2023-05-01 | by ( Marta Biino | ) www.businessinsider.com time to read: +5 min

Goldman Sachs released in April a report that maps out the creator economy. The firm estimates the creator economy is a $250 billion industry, and could reach $480 billion by 2027. As the industry continues to take hold, Goldman Sachs released in April a report that maps out the creator economy, estimating its size and predicting key platform and engagement trends. Here are five key takeaways:The creator economy could be worth an estimated $250 billionGoldman Sachs estimates the creator economy represents a $250 billion total addressable market, which could reach about $480 billion by 2027. The data reflects total capital raised by companies labeled under the categories "content creator," "creator platform" and "creator economy."

☆ The creator economy is a $250 billion market, according to Goldman Sachs analysts. Here are 4 other takeaways from their 30-page report.
▼ + stars: | 2023-05-01 | by ( Marta Biino | ) www.businessinsider.com time to read: +6 min

Goldman Sachs released in April a report that maps out the creator economy. The firm estimates the creator economy is a $250 billion industry, and could reach $480 billion by 2027. Here are five key takeaways:The creator economy could be worth an estimated $250 billionGoldman Sachs estimates the creator economy represents a $250 billion total addressable market, which could reach about $480 billion by 2027. Investment in creator-economy startups is decliningNot all aspects of the creator economy have grown unfettered. The data reflects total capital raised by companies labeled under the categories "content creator," "creator platform" and "creator economy."

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