DIRS.INFO The most relevant business & tech news

☆ 3 unique and cheap ways I've built strong connections with customers to grow my multimillion-dollar jewelry business
▼ + stars: | 2022-12-21 | by ( Erin Greenawald | ) www.businessinsider.com time to read: +7 min

This article is part of "Marketing for Small Business," a series exploring the basics of marketing strategy for SBOs to earn new customers and grow their business. For one, when I sat down and crunched the numbers, I realized a lot of traditional marketing methods would not be the most effective way to use our budget. I also thought about my target customer, and traditional marketing didn't feel like the best way to reach her, either. Here are three twists on traditional marketing I use to connect more deeply with clients, grow our company reach — and, ultimately, build a multimillion-dollar business. We celebrate our customers instead of doing traditional event marketingEvents are a great way to show prospective customers our products in person and let them try them on for size.

☆ From ads in video games, retail media, and cookieless tracking — experts predict these surging areas will drive ad industry M&A in 2023
▼ + stars: | 2022-12-20 | by ( Lara O'Reilly | ) www.businessinsider.com time to read: +8 min

Despite an economic downturn, experts predict there will be plenty of advertising M&A in 2023. While that could include some and firesales, deals are expected in hot areas like retail media and CTV. Insider spoke to more than a dozen industry experts who dished on the trends that will drive advertising M&A next year. Companies in hot areas like performance marketing, retail media and CTV will buy others to build out their offeringsPerformance marketing, retail media, and the growth of connected TV advertising have been among the hottest trends for advertising companies and agencies in recent years. Areas like retail media and ad-supported streaming are on fire.

Organizations: & $

☆ A couple with 22 active Airbnb properties that bring in $1.3 million in annual revenue said on YouTube that they're planning to 'quit' the platform because they want 'more control'
▼ + stars: | 2022-12-17 | by ( Dan Latu | ) www.businessinsider.com time to read: +6 min

Sara and Tony Robinson told their 30,000 YouTube followers they wanted to "quit" Airbnb. They won't pull their 22 active properties off Airbnb, but they'll try to increase direct bookings. The couple added that they will not delist their 22 active properties from Airbnb entirely, but rather embark on an aggressive push to lure direct bookings. Airbnb prohibits hosts from giving guests who book via Airbnb a direct-booking link, and bans moving conversations off the platform or embedding any links in instruction manuals. More YouTube channels: The Robinsons want to create additional YouTube accounts with content showing off activities in the local markets for their properties.

☆ Trendy fashion retailer Revolve owes its success to creators, but some say its influencer-marketing strategy needs an overhaul
▼ + stars: | 2022-12-15 | by ( Amanda Perelli | ) www.businessinsider.com time to read: +9 min

But some industry insiders say the company's influencer strategy feels out of touch. Trendy online retailer Revolve owes its success to influencers. Revolve, which launched in 2003, has a strategy centered around building awareness through sponsoring events and experiences such as Revolve Festival, Revolve Around The World, Revolve Gallery, as well as short-term retail experiences and influencer trips. But some influencer industry insiders said they feel the brand's influencer strategy has not matured as the market has. In May, Marketing Brew's Phoebe Bain wrote that sending an influencer products with no strings attached was a successful influencer marketing strategy for some DTC brands.

☆ TikTokers are increasingly using SEO to boost their reach on the app, which Gen Zers prefer over Google to search. Here are 3 techniques they’re using to make their videos more discoverable.
▼ + stars: | 2022-12-15 | by ( Shriya Bhattacharya | ) www.businessinsider.com time to read: +8 min

In September, research found that more Gen Zers use TikTok to access information compared to Google. Here are three techniques they're using to ensure their content is more visible to users on the app. That changed in September when the New York Times reported on how TikTok is the new search engine for Gen Zers. Gen Zers are also using TikTok to find recommendations for vacation spots, activities in their area, and to learn about concepts like non-fungible tokens or artificial intelligence. This shift, combined with the news about Gen Zers, has many creators planning and posting content more intentionally.

☆ How much TikTok pays for views, according to creators
▼ + stars: | 2022-12-09 | by ( Dan Whateley | ) www.businessinsider.com time to read: +7 min

The company is also paying users directly via its Creator Fund and TikTok Pulse ad program. Instagram also pays some creators based on the number of views their Reels generate, offering "bonuses" for hitting certain short-video view thresholds. As with the Creator Fund, initial payments from TikTok Pulse have been underwhelming, creators told Insider. The creator RPMs were competitive on TikTok Pulse when compared to other ad programs like YouTube's, but the revenue-generating views were comparatively low, often dipping below 1,000 views. Read more about how much creators have earned from TikTok Pulse:

Bitcoin balances on crypto exchanges - where retail investors typically transact - have fallen to around 2.3 million from its 2020 all-time high of 3.1 million, exchange Bitfinex said. "There are signs that a significant number of retail investors have been discouraged to the point of exiting crypto entirely," Bitfinex analysts said. DAVID VS GOLIATHCrypto retail investors losing money is nothing new. A study from the Bank of International Settlements (BIS), conducted between 2015 and 2022, estimated that 73% to 81% likely lost money on their investments in cryptocurrencies. Eloisa Marchesoni, a trader who said she had about $2,000 on FTX she was unable to withdraw, is sure crypto will retain its attraction for smaller investors.

☆ Leaked emails reveal what Revolve is paying influencers in its December ambassador contest — and some creators aren't impressed
▼ + stars: | 2022-12-02 | by ( Amanda Perelli | Marta Biino | ) www.businessinsider.com time to read: +5 min

Online fashion retailer Revolve has established a large customer base by leveraging influencers. Leaked emails that were shared with Insider reveal the requirements and payment for its December contest. Online fashion retailer Revolve has grown its customer base by leveraging influencers through seasonal contests centered on product sales. But some influencers say Revolve's ambassador program and "product gifting" strategy are out of touch with typical payments. "I honestly am so fed up," this person said, noting another frustration with Revolve: that it requires influencers to buy their products without guaranteeing payment.

With a shaky economy, some brands have reduced or cut sponsored content deals with creators. "That was definitely a bummer," Williams told Insider. "I think people are wanting to try things before they go all in with larger investments," Samuel told Insider. Taking on speaking engagementsThree creators told Insider that speaking engagements, in-person and virtual, have been a growing income stream for them. "You need to understand where you're spending money," Reed Duchscher, CEO of management company Night, previously told Insider.

☆ How TikTok is changing the music industry
▼ + stars: | 2022-11-25 | by ( Dan Whateley | ) www.businessinsider.com time to read: +15 min

TikTok is an essential promotional tool for music artists and record labels. Watch a full replay of Insider's webinar on TikTok's impact on the music industry, featuring execs from TikTok, Universal Music Group, and UnitedMastersFor some, the hyper-focus on TikTok can be draining. "The argument from TikTok's side is TikTok is now so important to the music industry that they can't afford to not have their music on the platform." Read more about the 'complicated' and codependent relationship between TikTok and music rights holdersBut the industry's attention on TikTok isn't unfounded. Read about why TikTok music marketers are turning to general-interest accounts to promote songsCreating TikTok music challenges to spark user-generated videosAnd some marketers are opening the door for social-media users who wouldn't traditionally be considered influencers to get paid to promote music.

☆ 7 top brands to pitch as a micro influencer, from Dunkin' to Mejuri
▼ + stars: | 2022-11-23 | by ( Marta Biino | Shriya Bhattacharya | ) www.businessinsider.com time to read: +3 min

Micro influencers are creators with up to 100,000 followers on a platform like YouTube or TikTok. Insider spoke to 21 micro influencers to determine the seven top brands to partner with. Today, several micro influencers are earning more than six figures annually, such as Seattle, Washington-based creator Emma Cortes. Still, not all brands recognize the work of micro influencers and compensate them monetarily. Insider spoke to 21 micro influencers to determine the best brands to work with.

☆ How influencers are trying to recession-proof their businesses, from locking down long-term deals to testing out fan-paid revenue models
▼ + stars: | 2022-11-22 | by ( Amanda Perelli | Tanya Chen | Sydney Bradley | ) www.businessinsider.com time to read: +8 min

Traditionally, brand deals have been the biggest income driver for Tosone. Unless any last-minute deals arise, Tosone said platform incentives (like Instagram's bonus program) will overtake brand deals. And for creators, Ashley said diversifying their businesses is the "best insurance plan." Relying on affiliate marketing, however, can still be a risk. Establishing a fan-paid model with memberships, subscriptions, or coursesTosone launched a Patreon membership and she's coaching other influencers on social-media strategy.

☆ An influencer manager who has done $327,000 in deals this year shares the exact email template he uses to pitch brands
▼ + stars: | 2022-11-18 | by ( Marta Biino | ) www.businessinsider.com time to read: +5 min

In 2020, Christian Di Bratto was a senior in high school and had a part-time job as a hockey instructor. The key to a successful cold email, Di Bratto said, is including a personalized first line. To craft a good personalized line, Di Bratto generally looks at a person's LinkedIn for their work experience or education. To maximize his output, he uses an automated system that allows him to send out dozens of cold emails at once. He puts together a list of people at his target companies that have job titles like "influencer marketing manager," "brand partnerships manager," or "PR manager."

☆ We're looking for rising stars in the creator economy. Here's how to nominate yourself or someone you know.
▼ + stars: | 2022-11-17 | by ( Sydney Bradley | ) www.businessinsider.com time to read: +2 min

Insider is seeking nominations for this year's list of rising stars in the creator economy. Nominees must be 35 years old or younger, and work in the creator economy or influencer marketing. After a whirlwind of a year — from record-high investment into creator-focused startups to massive layoffs across the industry — the broader creator economy ecosystem continues to mature. We want to know who the rising stars — from influencers to agents to executives — of the creator economy are. Tell us why you or someone you know is on the path to becoming a leader in the creator economy.

☆ How TikTok and the music industry are bound to each other as 'frenemies,' even as they battle over licensing
▼ + stars: | 2022-11-17 | by ( Dan Whateley | ) www.businessinsider.com time to read: +10 min

All of these promotional functions have benefited the music industry, boosting streams on platforms like Spotify or Apple Music and helping artists grow their fan bases. The company filed a US trademark application in May for a potential music-streaming product called "TikTok Music," Insider first reported. Licensing negotiations to either expand Resso or introduce TikTok Music into other markets are underway, a person with direct knowledge of the process told Insider. Licensing negotiations are nearly constant in the music industryByteDance and TikTok already have existing agreements in place with major record labels and publishers like Warner Music Group, Sony Music Entertainment, the National Music Publishers' Association, and ICE. Last quarter, YouTube's head of music wrote that the company paid out $6 billion to the music industry over a 12-month period.

☆ How an Instagram micro influencer built 6 income streams and how much she earns from each
▼ + stars: | 2022-11-11 | by ( Marta Biino | ) www.businessinsider.com time to read: +5 min

Her career was built mostly on brand partnerships, but she's been working to diversify her income. Here's how much she earned from six income streams — and how much she spent — in September. Kirsty Ip, a food influencer from Vancouver, British Columbia, is among those moving away from brand collaborations to feel more secure. She is also considering making a course about influencer marketing for aspiring creators to add another stream of income. Ip created her YouTube channel in 2017 but posted only a few videos before abandoning it to focus on Instagram content.

☆ How much money influencers charge for ads on Instagram, TikTok, and YouTube
▼ + stars: | 2022-11-11 | by ( Sydney Bradley | ) www.businessinsider.com time to read: +2 min

Influencers make money from brand deals on social media platforms. A new survey asked 552 influencers about their rates across 7 different platforms. Despite influencer marketing becoming more mainstream, the pay rates for creators who promote products and services are anything but standardized. The firm asked influencers about their average rates for sponsored content across several social platforms, including Instagram, TikTok, and YouTube. Here is a breakdown of what influencers charge per sponsored deal across 7 different platforms, including blogs:

☆ Q4 is typically full of big paydays for creators, but this year they're having mixed results
▼ + stars: | 2022-11-10 | by ( Amanda Perelli | ) www.businessinsider.com time to read: +5 min

Here are the trends in Q4 marketing deals and ad rates this holiday season. The last quarter of the year is typically the busiest season for influencers, with holiday campaigns and end-of-year deals leading to lucrative payouts. While some are seeing brands spend more than ever, others say the number of deals — and the dollar amounts — have held steady compared to last year. In 2020, for instance, some holiday campaigns began as early as August. Johnson said typically his team begins working on holiday campaigns in early to mid-September.

One of the first things advertisers ask for during a pitch is to see a creator's media kit. Many influencers, especially those primarily working on Instagram and TikTok, say brand sponsorships are their main source of income. To get brand deals, influencers often use media kits as a tool to showcase their value to a company. Media kits also often include information about the brands that a creator has worked with and their audience demographics. Here are 19 examples of real influencer media kits from YouTube, Instagram, and TikTok stars (arranged by follower count):

☆ A survey of 552 creators breaks down how much money influencers charge on Instagram, TikTok, and YouTube in 2022
▼ + stars: | 2022-11-01 | by ( Sydney Bradley | ) www.businessinsider.com time to read: +2 min

☆ British online furniture seller Made.com suspends trading amid last-ditch rescue talks
▼ + stars: | 2022-11-01 | by ( Jenni Reid | ) www.cnbc.com time to read: +4 min

A view of a Made.com high street shop in central London on October 28, 2022 in London, England. Chris J Ratcliffe | Getty Images News | Getty ImagesLONDON — Millennial-oriented furniture retailer Made.com on Tuesday suspended trading of its shares on the London Stock Exchange, after failing to agree a rescue deal before a November deadline. However, customers also grumbled about long delivery times on some items, particularly as global supply chain issues intensified in 2021. Tough conditions"Customers are shying away from big-ticket items," said Sophie Lund-Yates, lead equity analyst at financial services firm Hargreaves Lansdown. "When the cost of living becomes untenable, buying expensive furniture is delayed, and that's exactly the pattern we've seen play out for Made.com."

☆ How an Instagram micro influencer built 6 income streams and how much she earns per month
▼ + stars: | 2022-10-27 | by ( Marta Biino | ) www.businessinsider.com time to read: +5 min

☆ 3 strategies a tech creator is using to fight the economic downturn after losing over $10,000 in brand deals
▼ + stars: | 2022-10-26 | by ( Marta Biino | ) www.businessinsider.com time to read: +4 min

His business skyrocketed in 2021, but he's lost more than $10,000 in brand deals since June. In November and December 2021, he made $17,453 and $26,616, respectively, almost entirely from brand deals. But he's seen advertising revenue for his brand deals fall by 30% to 50%, he said. The downturn began in June, when one of his brand deals was scaled back from $13,000 to $6,000. That month, his income from brand deals was $8,863, less than half what it had been at its peak.

☆ Instagram is making it easier for influencers to earn money from brand deals with new tools like creator portfolios and campaign listings
▼ + stars: | 2022-10-21 | by ( Sydney Bradley | ) www.businessinsider.com time to read: +4 min

Instagram's creator marketplace is also being updated to improve discoverability. In November, Instagram will begin to let some influencers build media kits within the app through a new feature called "creator portfolios." Creator portfolios are part of the Meta-owned platform's broader creator marketplace offerings, which are currently only available to select influencers within the US. Instagram is adding tools that will help make sponsorship opportunities more visible within its creator marketplace. InstagramThus far, Instagram's creator marketplace has been relatively quiet, according to several influencers who Insider spoke with last month.

☆ Instagram is expanding its creator marketplace to improve discoverability of brand deals and let influencers include media kits
▼ + stars: | 2022-10-20 | by ( Sydney Bradley | ) www.businessinsider.com time to read: +4 min

Instagram's creator marketplace is also being updated to improve discoverability. In November, Instagram will begin to let some influencers build media kits within the app through a new feature called "creator portfolios." Creator portfolios are part of the Meta-owned platform's broader creator marketplace offerings, which are currently only available to select influencers within the US. "A media kit is really important in that relationship between the brand and the creator, so the fact that they now have a creator marketplace, media kits are a natural fit." Instagram is doubling down on its creator marketplaceAlong with the media kit update, Instagram hopes to improve discoverability on its creator marketplace with "Projects" — Instagram's name for brand sponsorship campaigns.

Search resuls for: "Influencer Marketing"

25 mentions found