Happy Thursday! There’s a lot to get into in this week’s Influencer Insider, from more Meta AI services to Publicis Groupe acquiring Influential, it’s been a busy week for the Creator Economy.
Grace Beverley’s latest venture has sparked a lot of conversation amongst leaders in the industry, and we would love for you to join the conversation below. We also featured our latest ‘Creator of the Week’, and it might surprise you 👀
With no time to waste, let's dive right in!
Our Top Story
Is AI the Answer to Creators’ Mental Health Problems? Probably Not.
This week Meta CEO Mark Zuckerberg said that he hopes Meta’s AI services will help creators reduce burnout, and help them establish a better work-life balance. He imagines this to be achieved through an AI “version” of creators, that can act as an agent or assistant, allowing the creator to log off whilst their audience still feels engaged. But we're unsure whether this is an attempt to improve mental health, or if it’s just another attempt to sell AI. You can read our thoughts above.
Hello Partner also cares about creators' mental health. But we're not using AI.
Instead, we want to hear from creators themselves about the struggles they've faced in the industry, in the hopes to improve standards and spark a conversation at CreatorFest in October.
Make sure to fill out our survey to help inspire change within the creator space.
Trending
Publicis Groupe to Boost Influencer Marketing through Influential Acquisition
Last week it was announced that Publicis Groupe intends to acquire Influential - the world’s largest influencer marketing agency - for $500 million. It had many in the industry talking about what this means for the future of the creator economy.
Scammers Abuse Meta’s Copyright Tools to Exploit Creators
A report from Bloomberg showed that Meta’s Copyright Management Tools are leaving creators vulnerable to scammers, who falsely report and takedown content, and then proceed to extort creators in order to restore the content. These schemes are resulting in some creators losing thousands of dollars.
Creator of the Week
Today’s Creator of the Week is Matthew Patrick, who you might know as MatPat. Whilst he retired earlier this year from his company Theorist and from the face of his YouTube channels, the most popular being The Game Theorist, he’s still a creator in our eyes.
He’s our creator of the week because of the work he’s doing trying to help creators across the United States. In an article with TechCrunch, he shared that most of his time is spent lobbying lawmakers.
Patrick said he wanted to help the industry by educating lawmakers about the creator economy.
“We’re trying to educate lawmakers about what the creator economy is, and that it’s an actual job and that we are actually small businesses, and as a result, there are certain tax codes and things that apply to small businesses,” Patrick told TechCrunch.
Patrick’s commitment to furthering the industry and pushing for change that helps creators is why he’s our creator of the week.
Hello Partner has just launched Hero100, a community-driven celebration of industry excellence.
The first edition of Hero100 will focus on affiliate managers from around the globe. We want to spotlight individuals with outstanding skills in managing partnerships, ensuring fairness and equity, and employing innovative thinking to achieve exceptional results.
We're inviting you to nominate individuals who you believe should be recognised in Hero100. You can nominate them here.
Join the Conversation on LinkedIn: Will human connection trump AI?
Sorry to mention AI yet again in this week’s newsletter, but as always, it’s on people’s minds, especially since Grace Beverley announced she was a co-founder of the company Retrograde. Their first product? An ‘AI talent manager’.
Retrograde’s AI talent manager AutoPilot, charges a 10% fee on a brand deal and is available 24/7 to creators via SMS. There is currently a waitlist to use the service.
Founder of SHFT, Chloë Downes, said that whilst she wants to make the influencer industry a fairer place, making sure people have access to the same information, she pointed out that people are at the heart of the creator economy.
“There have been many occasions where me and the team have advised our talent on whether or not to accept a campaign and we've only been able to do this because we know details of their life that they may not always share online,” she shared.
What are your thoughts on AI in the creator economy?
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Catherine Shuttleworth Journalist Email me Connect with me on LinkedIn |
