Insider Influencers: Instagram's new money-making tools — Amazon ramps up influencer program — what TikTokers get paid to promote songs

 
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Hi, this is Amanda Perelli and welcome back to Insider Influencers, our weekly rundown on the business of influencers, creators, and social-media platforms. Sign up for the newsletter here.

In this week's edition:

Before we get started, don't forget to sign up for our live event on July 8: How TikTok has transformed the music industry. Sign up here.

Send tips to aperelli@insider.com or DM me on Twitter at @arperelli.


Instagram logo in the center with

Instagram is building a suite of money-making tools for creators

Instagram is building a suite of monetization tools as it competes with other platforms like YouTube, TikTok, and Snapchat.

The platform is developing these new money-making opportunities in its race to win over creators.

Sydney Bradley broke down all of the new (and potential) ways that creators can make money on Instagram.

Here are a few of the 10 features Sydney looked at:

  • Creators can receive tips with "Badges" on IG Live.

  • Instagram is testing placing ads on IGTV videos and sharing a percentage of revenue with creators.

  • Creators can set up shop on Instagram and sell products like merchandise.

Check out the full list of 10 new and upcoming features, here.

Gia Woods performs onstage in a white and grey outfit in front of a pink background at the

TikTok music marketers are increasingly hiring micro influencers over superstars

Some music marketers trying to make songs go viral on TikTok are turning to a wider swath of creators who are less well-known.

Dan Whateley wrote that a big part of the shift in strategy is tied to cost. 

Hiring less-famous creators allows marketers and labels to test out new ideas at a cheaper rate.

Here are some takeaways:

  • Flighthouse is looking into the idea of "leaking" a snippet of a song on TikTok before its official release. And hiring less-famous creators is a cheaper way to experiment.

  • Hiring a few big stars to try to drive hype on day one of an album's release is thinking too short term, some marketers said.

  • RCA Records will sometimes hires top stars to promote tracks, while other times it enlists between 10 and 30 micro influencers for a song campaign. 

"There's never been a viral hit on TikTok that just took off over night," said Johnny Cloherty, CEO of the music-marketing agency Songfluencer.

Read more about why music marketers are hiring micro influencers, here.

Katie Sands

Amazon is building new tools for influencers to make money and recruiting YouTube and Instagram stars to livestream

Amazon is building out its influencer program to try and build a network of social-media creators.

The Amazon Influencer Program offers a variety of different tools and programs for influencers. 

I broke down key takeaways from the company's influencer marketing strategy. 

Here are some new features currently being beta tested:

  • Creator Connections, a marketplace that matches brands and influencers for paid partnerships.

  • Creator Ads, a program where influencers can appear on shoppable Amazon ads across social media (like Pinterest, Facebook, or Instagram) and the creator will earn a commission every time someone buys something from that ad.

"We don't look for just one particular influencer," Katie Scott, director of the Amazon Influencer Program, said of the program. "Similar to how we attract customers of all different backgrounds, we think about it the same way for influencers."

Check out more on how creators are using Amazon's features, here.

YouTube Shorts

YouTube Shorts have led to big subscriber growth for some creators, but are hard to directly make money from

As the battle for short-form video heats up, YouTube is looking to be seen as a platform where creators can make money and reach new audiences.

Since its launch, Shorts has boosted viewership for some creators and lead to quick subscriber growth. 

The platform is also in the process of launching a $100 million Fund for top creators on Shorts, which the company said will release "in the coming months."

I spoke with creators about how it has impacted their views, subscribers, incomes.

Here are some takeaways:

  • Viewership is generally higher on Shorts, and creators are seeing a boost in engagement.

  • Creator Nigel Braun said his subscriber growth became supercharged this year when he started experimenting with Shorts. 

  • But many creators said monetization was still lacking with the feature. 

"YouTube is a platform that has the absolute highest barrier to entry when it comes to social platforms," said Samir Chaudry, who co-runs the Colin and Samir YouTube channel (268,000 subscribers).

Read more about YouTube Shorts and its impact, here.


More influencer industry news:

YouTube

TikTok

Instagram


100 Thieves Valkyrae Courage

Seeking nominations for the top managers and agents for gaming YouTubers, streamers, and esports competitors

Insider is compiling our second annual list of the top managers and agents in gaming and esports.

In this list, we are highlighting the managers and agents who are successfully assisting creators with their businesses and in adapting to changes in the industry. 

Please submit your ideas or nominations through this form by July 7.


Chart of the week:

The influencer-marketing agency HypeAuditor surveyed 1,865 Instagram influencers to find out how and how much creators are earning right now.

HypeAuditor

Check out the full report here.


TikTok's top trending hashtag of the week: 

KyraEvery week, we highlight a trending hashtag on TikTok, according to data provided by Kyra IQ.

This week's hashtag: freebritney

  • The percentage uptick for the last 7 days: 8,419%

  • This uptick is centered around the Free Britney Movement, where fans are demanding an end to the star's conservatorship. 


youtube ad woman

Here's what else we're reading:

Subscribe to the newsletter here.

And before you go, check out the top trending songs on TikTok this week to add to your playlist, according to data collected by UTA IQ, the research, analytics, and digital strategy division of United Talent Agency (UTA).

UTA IQ

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