TikTok stars travel and party during the pandemic, the industry's top managers and agents, and Biden's influencer campaign strategy
Influencer agencies 2x1
Select management group; UTA; CAA; A3 artist agency
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Olivia Reaney / Business Insider
Hello, this is Amanda Perelli and welcome back to the Influencer Dashboard, our weekly overview of what's new in the influencer and creator economy.
There is no doubt that the influencer industry has grown enormously in recent years. During our reporting, my colleague Dan Whateley and I watched hundreds of talent managers and agents sign the next generation of stars.
However, we have found that there is no central place where you can see the company's top power players and see who they represent. After months of talking to industry experts and our own reporting, we decided to create one.
This exclusive interactive database gives an insight into who will work with the top developers on YouTube, Instagram, TikTok and others in 2020.
Video: How influencers adjust content while distancing themselves socially
These 95 managers and agents help many influencers grow their digital business by selling consumer goods, securing lucrative brand partnerships or developing other opportunities.
For many creators, the need for representation has grown in importance because of the pandemic and economic downturn, they have had to rethink how to make a living.
Check out the exclusive interactive database here.
You can read most of the articles here by subscribing to Business Insider. If this is your first time reading Influencer Dashboard, subscribe to the newsletter here.
Despite the pandemic, a TikTok influencer group has launched a new “travel house”
Screenshot of Clubhouse BH / YouTube
While many U.S. states are still in the early stages of protective policy removal, some popular social media influencers seem ready to return to normal.
This month, Clubhouse, a California-based influencer group, traveled to Tulum, Mexico to open a new "Roaming Travel House" called Clubhouse Explore. She documented how they were hanging out on the beach, playing pool volleyball and visiting a dance club. No masks in sight.
The group uploaded a three-part series to their YouTube channel Clubhouse BH (77,000 subscribers).
"We're bullying into a tantrum to end the night, a little quarantine tantrum with the team, we're going to take some pictures there," said home member Isaak Presley in one of the YouTube videos.
The group received some disapproving comments on social media.
"Did you forget the pandemic?" A commentator wrote under a Clubhouse Instagram post.
But Chris Young, the president of the holding company that owns the Clubhouse brand, told Business Insider that he didn't consider the trip a mistake.
The group also plans to open an influencer content house in Bali soon. Read more here.
A guide for Instagram influencers to negotiate brand sponsorship
Austen Tosone is a beauty and style influencer who has 11,000 followers on Instagram and runs the Keep Calm and Chiffon blog.
Influencers like Tosone rely on brand sponsorships to generate income, and creators often negotiate directly with the brand. There are strategies that influencers can use to get the most out of a business, and Tosone has broken down their tips for negotiating a sponsorship.
First, take on some talented projects, like a free product in exchange for advertising, but not too many. As a rule, about 95% of the collaborations she carries out are paid projects.
Find out what the brand is looking for. Is it brand awareness or sales?
Find keywords like "usage" or "image rights" to understand how the brand wants to use your content and set your rate accordingly.
"I do not recommend giving a brand the right to use your image or similarity for more than a year," said Tosone. "I'll never sign a contract if it's going to last. Even if it's your favorite brand, you just never know."
Read more about how to negotiate an Instagram influencer sponsorship here.
In Biden's Instagram influencer campaign strategy
Democratic presidential candidate, former Vice President Joe Biden, listens to a demonstrator during a campaign rally at Detroit Renaissance High School on Monday, March 9, 2020.
Paul Sancya / AP
Former Vice President Joe Biden works with social media influencers on his presidential campaign. His strategy is the opposite of Bloomberg's meme shopping frenzy.
Dan spoke to Village Marketing, the agency behind Biden's Instagram influencer campaign strategy.
The Biden campaign recently worked with the agency to coordinate a # BidenTownHall campaign with six Instagram influencers. Village founder Vickie Segar said the campaign wanted to target young voters during the pandemic.
The creators hosted Instagram livestreams with Biden and posted short videos on their accounts. None of them were compensated for the content's publication, said Segar.
"None of these influencers are paid, and many will tell you that this is not even an affirmation," said Segar. "I find that about this campaign and this approach so authentic and great. We selected people who have the right voice or the right audience to have a current conversation."
Read more about the strategy here.
What happened on BI this week:
How much money Twitch streamers make with subscriptions: Twitch streamers can generate tens of thousands of dollars a month with fans who choose to subscribe to their channels. Dan looked at how much subscription revenue some of the app's most popular developers get each month.
How to get an interview at TikTok: Dan spoke to Kate Barney, a TikTok HR manager, to find out more about how TikTok recruiters can perceive and interview you at the company.
4 steps for navigating the tax season as an influencer: I spoke on YouTube and Instagram to developers who shared their strategies for organizing the tax season.
The entertainment company Fullscreen and the media platform TheFutureParty are hosting a virtual event on June 29th about black creators, brands and systemic racism.
The Select Management Group recently signed over a dozen new developers, including YouTubers Aaron Burriss (1.46 million subscribers), Heyitsfeiii (1.59 million) and Jelian Mercado (1.08 million). She also hired Brittany Gilpin and promoted Lori Puzon as a talent manager. The new signs will be managed at the desks of Lori Puzon, Charley Button, Mike Jezusko, Fred Johnson, Amy Neben, Lisa Filipelli and Caroline Nardilla.
Naomi Lennon (Lennon Management) signed the TikTok stars Our Fire (5.8 million followers), Nathan Piland (3.8 million), Alan Chikin-Chow (1.9 million) and Romain Bernus (1.7 million).
TalentX hired Amber Howard as Head of Talent for his joint venture TalentX Gaming. Howard was previously a talent agent at the A3 Artists Agency.
A3 artist agency
This week from Insider's digital culture team:
An Instagram page shows wage differentials: Lindsay Dodgson spoke to Adesuwa Ajayi, who set up the Instagram account "Influencer Pay Gap", which shows the wage differentials between black and white influencers.
TikTok star Bryce Hall addresses drug allegations: Hanna Lustig wrote that Hall made an explanation for the incident to people and how he was forced to change since the month.
Influencers are rethinking post on politics: Rachel Greenspan and Kat Tenbarge wrote that the protests against Black Lives Matter have reversed the script for influencers who are now taking part in political talks more than ever.
Frog cream is in a golden age on the Internet: Palmer Haasch wrote about how the animals that were once grouped with an online "hate symbol" became healthy.
We still read the following:
MrBeast launches an app and raffles $ 25,000: Julia Alexander from The Verge wrote that Jimmy Donaldson (MrBeast) worked with the MSCHF internet collective for "Finger on the App", a unique multiplayer game. The last person to take their finger off the phone screen will win up to $ 25,000.
Women in gaming talk about sexism and harassment: New York Times' Taylor Lorenz and Kellen Browning wrote about the more than 70 allegations that have surfaced recently on Twitter and why some say it is the beginning of a real change in the industry.
Instagram expands shopping capabilities: Sarah Perez of TechCrunch wrote that the platform expands access to Instagram shopping for more companies, including developers who want to sell their own goods.
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