TikTok Creator Marketplace Connects Brands and Influencers

TikTok is pushing out its Creator Marketplace API, which allows partner firms to optimize campaigns using first-party data and platform integration. The Creator Marketplace aggregates TikTok’s influencers, sharing basic stats that helps them connect with brands that can then mount, manage, measure and track campaigns within the app. The new API takes this to a new level with features including demographic filtering and real-time campaign tracking. Formally debuted in June 2020, Creator Marketplace aggregates TikTok influencers with at least 10,000 followers and 100,000 video views in the last 30 days. Continue reading TikTok Creator Marketplace Connects Brands and Influencers

Instagram Reels, Rival to TikTok, Launches in 50+ Countries

Facebook’s Instagram debuted Reels, its short-video feature designed to compete with Chinese app TikTok. Instagram previously aped Snapchat’s disappearing photos with its own Instagram Stories, which has since become hugely popular. TikTok chief executive Kevin Mayer called out Reels as a “copycat product,” but Instagram director of product Robby Stein said that Instagram plans to distinguish Reels from the competition by “adapting to users.” The launch takes place amid tumult over TikTok’s future in the U.S. Continue reading Instagram Reels, Rival to TikTok, Launches in 50+ Countries

Influencers Test Rival Apps Due to TikTok’s Uncertain Future

With Trump administration threats to ban Chinese app TikTok, that platform’s creators are worried about its future viability. Potential TikTok rivals such as Byte and Triller are wooing TikTok influencers (and other users), even offering cash to make the switch. Short-form video app Clash, for example, debuted its services months earlier than planned and Facebook’s Instagram is about to debut its TikTok-like service Reels. The rising tension between the countries also impacts U.S. app developers that aim to launch in China. Continue reading Influencers Test Rival Apps Due to TikTok’s Uncertain Future

Snap Offers Metrics for Creators to Avoid Exodus to Instagram

Snap is instigating a move to “separate the social from the media” on Snapchat, which, in part, will be represented by an interface redesign that distinguishes between Snapchat friends and professional content creators. Creators who have large followings, including so-called verified Snapchatters, will now, for the first time, have access to a variety of metrics, including engagement, demographics and story views, by year, month or week as well as how long viewers spent with each story. Continue reading Snap Offers Metrics for Creators to Avoid Exodus to Instagram

Company Offers Twitter Followers, Bots That Retweet for a Fee

Devumi is a company that sells Twitter followers and retweets to celebrities, politicians, businesses, overseas governments and anyone else who wants to become a digital influencer. According to the results of a New York Times investigation, the company has an estimated stock of 3.5 million automated accounts and has provided its approximately 200,000 customers with more than 200 million Twitter followers. The revelation comes at a time when big tech companies are in the spotlight for deceptive news and outside manipulation. Continue reading Company Offers Twitter Followers, Bots That Retweet for a Fee

Digital Influencer Marketing Group to Develop Best Practices

The Influencer Marketing Council recently launched to create consistency and best practices for digital celebrities who work with brands. The Federal Trade Commission requires influencers who incorporate brand products in their videos or promote corporations on such social platforms as Instagram and Twitter to disclose that the posts are in fact advertisements. But celebrity Andrew Fitzpatrick (aka 80Fitz) reports the current lack of consistency over disclosure practices or hashtags that label the content. Continue reading Digital Influencer Marketing Group to Develop Best Practices

FTC Demands Clearer Disclosure for Internet Celebrity Promos

The Federal Trade Commission is now cracking down on Internet celebrities pitching products without disclosing whether or not they’re being paid. Using familiar hashtags such as #ad, #sp, or #sponsored aren’t always enough to ensure viewers realize the content is a paid promotion, says the FTC, whose Ad Practices Division is beginning to hold advertisers responsible for compliance. The result is likely to dampen the impact of a favorite digital influencer enthusing over a specific product. Continue reading FTC Demands Clearer Disclosure for Internet Celebrity Promos

Social Platforms Offer Ad Revenue Share to Lure Influencers

To compete with YouTube, social platforms Facebook, Instagram and Twitter have set their sights on attracting Internet celebrities, also known as creators, to their sites. Internet stars with millions of followers bring audiences and ad dollars, a major incentive for all three platforms to rethink their current business models. They all want original, unsponsored content, but also have to deal with sponsored content that doesn’t generate revenue for them. The solution all of them are arriving at is to split revenue with creators. Continue reading Social Platforms Offer Ad Revenue Share to Lure Influencers

Top Internet Celebrities Paid to Make Move to Facebook Live

Last month, Facebook announced it would pay $50 million to 140 media companies and celebrities to create videos for Facebook Live. What’s getting attention now are the 15 percent of those recipients who are Internet celebrities popular on platforms such as YouTube, Vine, Snapchat and Instagram. Those celebrities will reap approximately $2.2 million over the next few months to focus their video broadcasts on Facebook Live rather than competing sites. As of yet, Facebook hasn’t determined how to generate revenue from Live. Continue reading Top Internet Celebrities Paid to Make Move to Facebook Live