Disney’s Creators Lab Leverages Power of Social Influencers

The Walt Disney Company is formalizing its efforts to leverage the power of social media influencers under a new program called the Disney Creators Lab. The initiative launches with 20 diverse influencers who have already established credibility with Disney by posting content related to the company on platforms including TikTok, Instagram and YouTube. Disney says that while there is no direct financial remuneration involved, the program will help influencers improve their skills and expand opportunities. Participants will be enrolled in weekly online Disney courses imparting techniques to promote social media more effectively. Continue reading Disney’s Creators Lab Leverages Power of Social Influencers

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

Creative Artists Agency Signs Its First Virtual Influencer Client

Creative Artists Agency (CAA) signed Miquela, a 19-year old Brazilian-American model, pop singer and social influencer. Unlike CAA’s other clients, however, Miquela is a virtual character, created by California-based tech startup Brud in 2016. She first appeared on Instagram where, as “Lil Miquela” she garnered 2.2 million followers. She also has almost 550,000 TikTok followers. CAA plans to work with Miquela on “TV, film, and brand strategy and commercial endorsements, raising the prospect of a movie or show featuring the character.” Continue reading Creative Artists Agency Signs Its First Virtual Influencer Client

Instagram Removes the IGTV Button From Its Main Screen

Instagram has removed the IGTV button from the main screen of its app because so few people use it, instead “finding IGTV content through previews in Feed, the IGTV channel in Explore, creators’ profiles, and the standalone app,” according to the company. Instagram, which launched IGTV in 2018 as a way to post long-form video, has not stated whether it will replace the icon with another. IGTV allows video uploads of up to one hour for celebrities and influencers and 10 minutes for everyone else. Continue reading Instagram Removes the IGTV Button From Its Main Screen

Study Reveals Power, Reach of Paid Influence Campaigns

The NATO (North Atlantic Treaty Organization) Strategic Communications Centre of Excellence, an independent group that advises the organization, conducted a test to see how well big tech companies such as Facebook and Twitter are doing in filtering out paid influence campaigns that use automated bots and other means to manipulate social media. It did so by hiring 11 Russian and five European companies in the business of selling fake social media engagement and found that a small amount of money could cause a lot of damage. Continue reading Study Reveals Power, Reach of Paid Influence Campaigns

Instagram Aims to Reduce Influencer Impact on Young Users

Facebook’s photo- and video-sharing app Instagram announced its plans to restrict certain content, including posts that promote cosmetic surgery procedures and weight-loss products, from users who are younger than 18 years of age. While some posts will be hidden from young users, other posts will be removed altogether from both Instagram and Facebook, including those from A-list celebrities such as the Kardashians. The move is part of an effort by the social networks to address growing concerns regarding the significant impact of influencer marketing on children. Continue reading Instagram Aims to Reduce Influencer Impact on Young Users

Instagram Plans to Introduce More Ads From its Influencers

Facebook-owned photo- and video-sharing app Instagram announced yesterday that it plans a change to its advertising strategy that involves more sponsored ads from social influencers. Instagram will offer brands the ability to promote creators’ branded content in users’ feeds, regardless of whether or not those users follow the influencers creating the content. The move could be lucrative for popular influencers who generate revenue promoting products and services, but may prove frustrating to average users who will subsequently see more unwanted ads in their feeds. Continue reading Instagram Plans to Introduce More Ads From its Influencers

Snapchat Intros Native Shopping With E-Commerce Channel

Snapchat’s Discover section now features a new channel called “Shop & Cop” that offers an e-commerce experience powered by Shopify. The new channel allows consumers to shop without having to leave the app. It is curated by Snapchat, but features Shopify merchants selling their products. Black Friday and Cyber Monday served as the launching pad for rolling out the feature while offering special bargains. Coco and Breezy, Gymshark, Kylie Cosmetics and Drake’s merchandise shop TourLife are among the 20 brands that have already signed on. Continue reading Snapchat Intros Native Shopping With E-Commerce Channel

Advertisers Turn to Nano-Influencers for Authentic Promotion

On the Internet, influencers reach more than one million social media followers, and micro-influencers have the attention of their smaller groups, from tens to low hundreds of thousands. Now we have the so-called nano-influencer (dubbed “nanos”) whose reach can be as small as 1,000 followers. Advertisers are going after those who are willing to advertise products on social media, since their lack of fame makes their product advice seem authentic and they accept free products or a small commission in payment. Continue reading Advertisers Turn to Nano-Influencers for Authentic Promotion

Unfold, an App for Designing Instagram Stories, Gains Steam

Instagram’s Stories — featuring short, disappearing photos and videos — are now read by 400 million people per day. An app called Unfold, created specifically for Instagram Stories, is growing in popularity. Alfonso Cobo, an architect, created Unfold in March 2017 and the app already has 11 million users. Cobo is also opening a design agency to help brands and companies that need to create compelling content for Stories. Cobo originally created Unfold as an app for designers to use the iPad to create portfolios. Continue reading Unfold, an App for Designing Instagram Stories, Gains Steam

Social Influencer Makes More Than $500K a Year via Twitter

Kris Sanchez, one of the top 100 influencers on Twitter, makes $500,000 a year from sponsored links alone. Social Reactor, a company that matches social influencers like Sanchez with advertisers, supplies galleries and sites that Sanchez links to in his tweets. With this model, he is paid per click that those pages receive. Branded deals with companies such as Ford and Paramount have been very lucrative for the 23-year old. He also makes money through mobile apps. Continue reading Social Influencer Makes More Than $500K a Year via Twitter