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Author: Scott Guthrie | #066 | 27 July 2022

Influencer Marketing |  Social Platforms  |  Quick Links  |  Column

US influencer marketing spend set to rise 28% by year-end

Influencer marketing spend in the US is forecast to rise by more than a quarter (28%), to nudge $5 billion by the close of 2022. Our category will be worth more than $7 billion in the US by 2024, too, according to Insider Intelligence forecasts cited in The Information. Continuing the positive news, Jasmine Enberg, principal analyst at Insider Intelligence, told The Information that so far she isn’t seeing a potential recession heavily impacting influencer marketing budgets.

TikTok set to top YouTube for influencer marketing spend

TikTok is set to beat YouTube by 2024 in terms of influencer marketing spend in the US. This is according to a new forecast from Insider Intelligence, provided exclusively to The Information this week. At a guess though, less money is being spent per TikTok creator, as brands seek to spread their bets across a number of influencers on the platform. Double-T’s content graph over YouTube’s social graph means just 14% of TikTok creators’ video views come from…

Other stories in the Influencer Marketing section include:
Working with your ex: what happens to brand deals when creator couples split up?, Instagram Marketplace goes live (on an invite basis) and TikTok creators not welcome at Nepal historic sites.

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Influencer Marketing |  Social Platforms  |  Quick Links  |  Column

Boom or bust for BeReal - the anti-Instagram app

BeReal is a photosharing app. Founded in France in 2020, it’s fast become the number one free app download, with circa 30 million installs to date worldwide. But does the app have staying power? Jack Benjamin explores its growth strategy for Media Leader. Declaration: I was quoted in the article.

Livestream shopping not dead as Whatnot raises $260M

We reported a few weeks ago in newsletter #63 that TikTok had shelved its plans to roll out livestream shopping beyond the UK whilst it ironed out the kinks in the offering. However, as a sub-channel, investors remain confident in the growth of livestream shopping. This week, Whatnot announced it had completed the raise of $260 million in a Series D funding round co-led by DST Global and returning investor CapitalG, Alphabet’s independent growth fund. The latest fundraise brings…

Other stories in the Social Platforms section include:
TikTok launches caption and translation features to increase accessibility, Instagram to let anyone remix your photos for Reels and Trump leaves Truth Social board.

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Influencer Marketing |  Social Platforms  |  Quick Links  |  Column

→ >39,000 TikTok accounts have at least 1 million followers.

→ Only 14% of TikTok creators’ video views come from their followers.

→ In the last decade, under 44-year-olds have halved the amount of TV they watch, according to BARB.

Influencer Marketing |  Social Platforms  |  Quick Links  |  Column

Kylie, Instagram and Mosseri’s response video

This week Kylie Jenner reposted an image to her 360 million Instagram fans imploring that the platform “Make Instagram Instagram again. (stop trying to be TikTok I just want to see cute photos of my friends) sincerely everyone X.” Soon after, half-sister Kim Kardashian shared the same repost.

Moments later, several journalists weighed-in on Twitter, comparing Kylie’s actions with her 2018 Tweet slamming Snap.

A few short hours later…

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