|
ICYMI: What's at Stake for Influencers Crossing Hollywood's Picket Line
Why Influencers Are (Sort Of) on Strike
|
| ||||||||||||
 |
⏰ 1-SECOND SUMMARY
Influencers who hope to work in Hollywood one day need to tread carefully
Threads is not coming to Europe for “many months”
Someone check on the music industry, they’re about to get (even more) disrupted by TikTok
Creators: Get Captiv8’s definitive guide to FTC endorsement compliance*
💻 ROADMAP
📲 Meta Updates
Threads isn’t coming to Europe any time soon. In his weekly Q&A, Instagram head Adam Mosseri said it would take “many months” for Meta to be compliant with EU laws.
Instagram announced a new Reels template browser, organized by Recommended, trending and templates or audio you've saved. Soon, they'll add text and transitions used in the original Reel that can be customized or edited as part of the template.
Facebook Watch has been renamed Video and will house Reels, long-form and Live content. It’s all part of an effort to make video easier to create and explore on Facebook. Users will even be able to view and write comments on recommended Instagram Reels without needing to switch between apps.
📲 TikTok Updates
TikTok is now in the talent business. The company just launched Elevate, its first-ever program to identify, amplify and celebrate emerging musical artists.
The 6 artists chosen for the inaugural program will receive “meaningful support both in-app and out in the world” as they build their careers. Note: there’s currently no way to apply for the next cohort but that could change based on the success of this program.
TikTok also announced an expanded licensing agreement with Warner Music Group to provide tunes for TikTok, TikTok Music, CapCut and TikTok’s Commercial Music Library.
TikTok also launched its new subscription-only music streaming service called “TikTok Music” in Australia, Mexico and Singapore, two weeks after the streaming service debuted in Brazil and Indonesia. There is no official date for a US launch.
TikTok just shared access to TikTok Ads Library. It’s only European campaigns at the moment but it’s a great way to see how ad spend is being used on the platform. Thanks to Jenny McCoy for pointing out this portal for viewing US-based campaigns.
📲 Pinterest Updates
Pinterest is accepting applications to the North America Creator Inclusion Fund for lifestyle creators to join their six-week incubator program: Apply
CAPTIV8’S DEFINITIVE GUIDE TO FTC ENDORSEMENT COMPLIANCE
 |
TikTok’s in-platform disclosure may no longer be enough according to the FTC’s latest endorsement guides. Download Captiv8’s guide to easily discover what has changed and how brands, influencers, and marketers can stay compliant.
*sponsored
👆🏻 CLICK THRU
What's at Stake for Influencers Crossing Hollywood's Picket Line
📝 What’s happening: SAG-AFTRA, the union that covers film and TV actors, radio personalities, models and even influencers, went on strike July 14 over an ongoing labor dispute around better pay and working conditions with the Alliance of Motion Picture and Television Producers (AMPTP).
👀 Why does this matter to digital creators: Earlier this week, SAG-AFTRA released a set of guidelines specifically for influencers.
The tl;dr of FAQ for influencers:
Influencers can’t promote projects produced by “struck” companies, which includes Disney, Paramount, and Warner Bros., all the major networks, and streaming services such as Netflix, AppleTV+ and Amazon.
Influencers can’t participate in conventions, like this weekend’s Comic-Con, on behalf of or to promote struck companies, including “appearances, panels, fan meet and greets, etc. involving struck work.”
Influencers “should refrain” from posting organic content about any struck work on social media, even as a fan. That means no talking about your Barbenheimer double feature, even if you paid for your own tickets.
❗️Why is SAG-AFTRA telling influencers what to do: The penalty for crossing the picket line and promoting “struck work” could crush any future dreams an influencer has of writing a script, booking a commercial, or starring in TV shows or movies.
Even if an influencer doesn’t have traditional entertainment aspirations, an agreement reached in 2021 means SAG-AFTRA now offers health benefits and pension plans to influencers who qualify.
But influencers who accept any new work for “promotion of struck companies or their content” will not be admitted into the union.
 |
🔑 Influencers are largely complying: Management teams I've spoken with have been advising their creator clients not to participate in any entertainment business related activities. But there may be less awareness of the conflict and possible repercussions outside of Los Angeles and New York.
“I am happy to be someone on the ground working with creators but also well connected with Hollywood studios and the agencies that support them,” Brandy Star Merriweather, founder of BStarPR, told me, adding, “The lack of education, insight, and proximity some of the talent and managers in Atlanta have is shown in moments like this.”
Merriweather says she’s seen a sudden influx of offers targeting young BIPOC creators in Atlanta as more traditional talent becomes unavailable.
“While some creators may not have aspirations to be in film or TV, many of them do, and truly have a lot of talent and potential to accomplish just that.”
To her clients, Brandy has been telling them to act responsibly and do what’s right. “You’ll thank yourself later.”
✨ The opportunity: It’s not lost on anyone that there is an opportunity for brands, creators and even social platforms to fill the content void for TV and movie viewers — without violating strike rules.
If you’re a creator or brand wondering how to capitalize on this, consider creating serialized content that offers viewers a consistently entertaining experience, minus any Hollywood mentions. Consider the YouTube model, where a new episode gets dropped at the same time each week.
Viewers like predictable entities. On social media, that can be familiar faces, a recurring theme and a consistent schedule. In the movie industry, that’s why you see so many remakes of popular franchises and you get social proof taglines like, “From the producer / director / writer of [insert movie title viewers recognize here].”
And while long-form videos could serve as a direct replacement for TV, even short-form videos may benefit in the current battle for people’s attention.
The strike doesn’t shut down influencer marketing, it just shifts the focus out of theaters, away from TV screens and even further online.
3 Ways Creators Are Making Money
There’s no central theme to this list, just an interesting collection of content and stories I saw this week around how creators are monetizing their online influence.
Creators are making millions designing custom maps for Fortnite in the Unreal Engine, according to Reed Duchscher (MrBeast’s manager).
TikTokers are pretending to be NPCs (non-playable characters) during livestreams and making thousands in viewer tips: The Washington Post provided a handy break down. *Note this is also an incredible opportunity for a brand to engage (depending on your corporate comfort level with a small degree of kink).
Jeffree Starr is another example of the online-to-IRL pipeline — merging his love for cosmetics and his yak ranch into a brick-and-mortar business in Wyoming that sells makeup and meat.
📣 QUOTE OF THE WEEK
“Given the role that content published to platforms like Twitter and Reddit has played in informing Large Language Models (LLMs) like ChatGPT, there’s a good chance that Threads has also been designed to inform and fuel Meta’s own AI tool, LLaMa.”
- Simon Kemp, CEO of Kepios and Chief Analyst at DataReportal, speculating on Mark Zuckerberg’s purpose in launching Threads in the new Digital 2023 Global Statshot Report.
🧮 DATA OF THE WEEK
Gen Z (78%) and Millennial (61%) women rank creators as their most trusted source for beauty recommendations.
- Gen Z and Millennials prefer creator content over retailer websites. In fact, Gen Z women even rank creators higher than friends and family when it comes to beauty and personal care recommendations, according to the newly released LTK Beauty Shopper Study.
📖 ON YOUR RADAR
YouTube's social-shopping efforts are focused on affiliate links and shoppable short video -Insider
TikTok is offering creators $1,000 cash incentives and other rewards as it looks to bolster its e-commerce program -Insider
Twitter vs. Threads, and why influencers could be the ultimate winners -NPR’s It’s Been a Minute
This Kai Cenat cover story is a digital work of art-Complex
The Barbie brand was made for this moment -Marketing Brew
Your Brand is Barbie: There’s an opportunity for brands to co-create—and consequently, own—the entertainment they have historically interrupted -Fast Company
The case for and against micro influencers (Spoiler alert: agencies are diversifying their mix so as not to become too reliant on micro or macro influencers) -Digiday
A Top Shein Exec on That Influencer Trip Fiasco -Time
You’re a free subscriber to ICYMI. For the full experience, become a paying subscriber. You can even use this template to expense this as an educational resource if you work in corporate. You’ll get to join the ICYMI Slack and have access to added resource folders, such as the Threads deck Meta sent to creators.
| ||||||||||
