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Happy Thursday, I hope you’re having a great week! There’s a lot to get into in today’s Influencer Insider, with this week’s industry news focusing heavily on platforms. From a new hyperlink comment feature on YouTube mobile, to Head of Instagram Adam Mosseri addressing claims that Instagram ‘downranks’ sponsored content, it's been a busy period.
In the UK, YouTube wants the government to do more to help creators and the creator economy, and over in the states we’re already seeing the impact Trump is having on the industry.
With no time to waste, let's get on with this week’s stories!
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In today's newsletter:
- Pick of the day: Users, creators, and brands are leaving X after Musk's involvement with Trump's campaign.
- Trending: YouTube wants the UK government to support the creator economy; Adam Mosseri denies claims that Instagram downranks sponsored content; and a new hyperlink feature on YouTube mobile could cause issues for creators.
- Join the Conversation: When creator partnerships don't fit well.
Pick of the day
Musk, Trump, and the Future of the Creator Economy
Just one week since Trump was reelected in the United States and we’re already seeing an impact on the creator economy. Tech billionaire and Trump supporter Elon Musk is seeing his platform X take a hit, as people seek alternative sites to send a message that they don’t support Musk or the direction he’s taking the platform in. This appears to be just the first of many impacts the industry is likely to face under a second Trump administration. Read more at the link above.
Trending
What's hot on Hello Partner right now
YouTube Calls on UK Government to Back the Creator Economy
In an attempt to drive more support for the UK’s growing creator economy, YouTube are conducting research to share with the UK government in the hopes to improve conditions and foster growth for UK creators. Find out what YouTube and the Government have already said and how to get involved.
Adam Mosseri Sets the Record Straight on Instagram and Branded Content
Head of Instagram Adam Mosseri uploaded a video earlier this week to make it clear that Instagram does not downrank sponsored content, after an outcry from creators and marketers. The post was met with a mixed reaction, with some flat out refusing to believe Mosseri. Read our thoughts above.
YouTube Rolls Out Hyperlinked Comments Feature, Linking Random Comments to Google Search Results
On YouTube mobile, keywords in comments are getting randomly hyperlinked to Google search, similar to how some keywords in TikTok comment sections are hyperlinked to TikTok search. But YouTube’s attempt at a similar feature seems to already be facing issues with spam, which could cause a mountain of issues for creators. Find out more above!
For our final Top 30 list of the year, Hello Partner is highlighting the incredible influencer agencies around the globe that have delivered outstanding service to their clients and produced groundbreaking influencer marketing campaigns.
The deadline to nominate is the 28th November, so be quick! You can find out more here or nominate now!
Creator of the Week
Our Creator of the Week is Bemi Orojuogun!
If you’re on the same side of TikTok as myself, you have likely seen Bemi on your For You Page. Her videos are always the same: she stands very close to London buses. It might sound dull I know, but once you watch one you end up watching them all to see how much of a close call she makes. It goes to show that popular content doesn’t have to be overthought.
She boasts almost 200,000 followers and has over 17 million likes, and in recent days has been part of an incredible influencer campaign with Jacquemus.
The high-fashion brand partnered with Bemi, having her wear their brand whilst, you guessed it, standing in front of a London bus, to promote Jacquemus’ new London boutique opening this Friday. If you weren’t looking at the caption, you wouldn’t even know the video was an ad, but those who did spot it were happy for Bemi reaching this next chapter as a creator. And it's a great example of creative and innovative influencer marketing.
Join the Conversation on LinkedIn - The creator economy is changing the music industry
As I mentioned when covering Instagram’s denial of downranking sponsored content, creators and influencer marketers are facing an increasing problem of audiences being ad averse. It’s why when creators do take on sponsored content and partnerships, they need to make sense and highlight a level of authenticity to keep audiences engaged.
And sometimes the best way to learn is knowing what not to do, as Izzy Woodrow-Clark pointed out, creator Lydia Millen’s recent collaboration with AliExpress is perhaps the most confusing ad of the year.
Lydia is a creator focused on luxury, high-end products, so her partnership with AliExpress doesn’t really fit her brand, meaning it immediately is identified as inauthentic by her audience, who commented on the video saying they found the collaboration "bizarre".
It goes to show that in influencer marketing, intentionality and authenticity need to be a driving force in the partnership process. What do you think about the collaboration?
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Catherine Shuttleworth Journalist Email me Connect with me on LinkedIn |
