May 24, 2022: Just like the Kardashians on Hulu, we’re back with another edition of #SubjectToChange.
In this edition:
- Demands for fair pay prompt changes in brands and platform processes
- Metaverse moves are made via creative gaming activations
- TikTok gives credit where credit is due
Cash Rules Everything Around Me
The creator economy is making more strides toward equitable pay.
In The Hot Seat
A new app calling itself the “Glassdoor for influencers” is growing – with good reason. Clara, which is now 13,000 users strong, is striving to even the playing field between brands and creators. Inspired by “F*** You Pay Me (FYPM),” Clara is similar in concept, but lets brands access reviews to see how other companies compare. Alongside this, an increasing number of influencers are taking to their channels to speak out on which brands and social platforms are providing equitable opportunities for them and their peers. All of this emerging activity is an exciting side of social proof that is helping creators access the compensation they deserve.
Not Throwing Their Shot
As social platforms change their annual strategies to align with the creator economy’s needs, many are also reevaluating their money-making methods for influencers. While Meta, Instagram, and TikTok are generally seen as the channels doing the most, as well as providing opportunities for underrepresented creators, influencers have not always sung their praises in reviews. Snapchat, which has traditionally lacked creator monetization opportunities, is making changes to attract more creators. The AR giant hasn’t typically made creator nurturing a priority, but in their efforts to be more competitive, that may change dramatically in the near future.
Working with creators and influencers for sponsored brand collaborations on social media is becoming increasingly normalized as a vital part of brands’ marketing mixes. Fair compensation is always a hot topic of conversation within the creator world. It’s also worth noting that there will never be a “one size fits all” approach when it comes to influencer marketing. A diverse strategy spanning verticals and influencers of all backgrounds, follower counts, and niches is going to get you a more well-rounded cohort – and figuring out compensation for each segment is going to be a collaborative effort, too.
One Large Metaverse To Go
The metaverse and the creator economy get acquainted.
Speaking of creator economy growth – the metaverse adds an extra layer to the possibilities revolving around opportunity, change, and increased pay. One brand delving into the metaverse is Fortnite Creative, which has become a hub for metaverse brand activations beyond gaming. Not only that, but its partnership between its Epic Games developer and WPP is digging deep into custom brand experiences that include training programs and education for brands.
Gaming is key in the metaverse because of its endless opportunities and creative freedom. The fast food chain Jack in the Box took to Twitch to prove just how true that sentiment is. In a partnership with GameSquare Esports, Jack in the Box’s Twitch channel hosted a virtual drive-through where fans scanned a QR code to receive discounts on food and rewards. While the experience ended last week, the chances for similar brand activations and copycat initiatives make this experiment one to remember.
The metaverse is creeping into real life, with brands we know getting in on the action. And this isn’t going to stop with Jack in the Box or with just the gaming space. It’s already filtering into our mainstream social media channels, like Instagram’s NFT display options, which are still in development but looking forward to an initial release. It won’t be long before metaverse activations are just as commonplace as brand activations on TikTok.
TikTok Does It Again
LA Pride’s latest sponsor is teaching lessons on how modern innovation can partner with nostalgia.
I’ve Been To The Year 2000
Remember the days when you logged into Foursquare to share your location on your Facebook feed? Since we are throwing it back to the 2000s in pop culture and fashion, naturally TikTok got in on the nostalgia by partnering with Foursquare — except it’s less about broadcasting your whereabouts and more about using its Attribution tool. Foursquare Attribution helps brands measure campaign effectiveness and how that correlates to in-store traffic. This comes on the heels of TikTok’s launch of its “Branded Mission,” which aims to bring advertisers and creators together for boosted content, more campaign contribution opportunities, engagement growth, and of course, an opportunity for creators to earn more.
Where Credit Is Due
TikTok’s efforts to engage with both creators and brands to create win-win situations just keep rolling. There are also new tools that help credit and attribute content to the original creators, which is helping brands and audiences alike recognize the trendsetters that generate big content. This also helps to amplify underrepresented creators, especially those whose contributions are lost among the endless stream of content.
There’s certainly much to learn from TikTok. Whether it comes to forming connections between brands and creators, working on initiatives for creator activations, or even serving as a hub for Gen Zers so brands can partner with them more frequently to reach a younger audience, TikTok’s significant cultural impact is no longer about dance videos and goofy gags (though we love them still). Activating creators on TikTok is now a strategic business move that can’t be ignored.
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