Hello and welcome back to Inside the Click. Monica here with this week’s five on Friday where I’ll be sharing what you need to know this week in the world of influencer marketing.
Brands are beginning to adjust their influencer marketing strategies for NIL engagement. If you’re unfamiliar, student-athletes can now be paid which is opening up the door for many sponsorship opportunities. Sports Illustrated published a deep dive on this where they called out that most student-athletes are not expert content creators yet. If you are in a role where you support creators from a platform perspective or from an influencer agency or coaching perspective, this is key audience that will need support going into 2024. Right now the student-athletes are relying on athletic staff to assist with the content creation and ideation.
Business Insider published the top 16 micro influencer agencies and managers of 2023. If you have anywhere between 10k and 50k followers and are looking to take your business to the next level, this list is worth checking out. To no surprise key agencies like Estate 5 were mentioned in the article who have demonstrated year after year a reputation of taking their creators to new levels.
Social Selling is not slowing down and TikTok is at the forefront. The results of TikTok Shop’s first Black Friday are in and the results are incredible showing that conversion is high. Austin-based makeup brush brand BK Beauty has seen that 35% of their business now comes directly from TikTok. BK Beauty has shipped more orders in November than they did in 2019, 2020 and 2021 combined. TikTok discounts are expected to continue throughout the holiday season. TikTok is also incentivizing creators who use TikTok shop by prioritizing their videos in the For You Page. If you haven’t tested it out, it’s worth at least exploring how it works and how it could convert for you. Keep in mind though that you’ll need at least 5000 followers to use the TikTok shop feature.
Substack is taking on Youtube with the company’s new suite of video tools. Content creators have been loving substack this year as a way to monetize their newsletters through subscriptions. While substack’s main competitor has been pattern, looks like they’re now taking on social media video centric platforms like YouTube and TikTok. Substack’s co-founder explained that “in its early days, substack was often described as a newsletter tool, but that’s a misconception. The core idea behind substack is much bigger. Substack is about creating a media system that’s based on different rules from today’s dominant platforms.
Because substack is based off of subscriptions instead of ad dollars, he sees that creators won’t have to abide by the old rules of today’s social media platforms.
Pinterest is testing a ‘body type ranges’ tool to make searches more inclusive. This will be a consumer-facing tool that allows users to filter select searches by different body types beginning with women’s fashion and wedding ideas. This release builds on Pinterests new body type technology that they had announced this summer heavily leveraging the advancements in AI. Pinterest sees that potential regulations are inevitable when it comes to social media and body image issues and this puts them ahead of the curve.
That’s it for this week. Be on the lookout for our next deep dive episode out every Tuesday and our influencer insights mini episode on Wednesdays. If you’re new here, say hello to us over on instagram at inside the click and don’t forget to like rate and review the podcast each one counts in helping us get you everything you need to know when it comes to the creator economy
https://www.businessinsider.com/micro-influencer-agencies-talent-managers-2023-11
https://www.si.com/fannation/name-image-likeness/news/brands-adjust-influencer-marketing-strategies-for-nil-engagement-nick9
https://www.theinformation.com/articles/a-monster-explosion-tiktok-discounts-and-livestreams-juice-holiday-sales
https://www.washingtonpost.com/technology/2023/11/29/substack-video-competititon-creator-economy/
https://techcrunch.com/2023/11/29/pinterest-begins-testing-a-body-type-ranges-tool-to-make-searches-more-inclusive/