Insider Influencers: TikTok music power players — Twitch vs YouTube — Instagram's outage

 
Subscribe to Insider View in browser
 
 
 
INSIDER INFLUENCERS
 
 
 
 

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:

Also, we are hiring! We are looking for a journalist to join our team to cover the business of social media and the rise of the creator economy. Read more and apply to the fellowship, here.

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


Headshots of Jahan Karimaghay, Haley Spencer, Sanu Hariharan, and Gaby Fainsilber against a pink gradient background with the TikTok musical note logo

From record labels to Lizzo, power players using TikTok to shape the music industry

Forget "TRL" and the radio, TikTok is now where stars are born.

My colleague Dan Whateley took a deep dive into the industry, speaking with dozens of sources to nail down the top record labels, artists, marketers, and creators using TikTok to shape the music industry. 

Here's a look at who is on this year's list:

  • Chelsea Smith, Warner Music Group: Smith serves as a liaison between digital platform partners like TikTok and the various record labels within Warner. 

  • Team behind "Ratatouille: The TikTok Musical": Jeremy O. Harris, Ellenore Scott, and others helped turn the TikTok trend into a livestreamed performance. 

  • Jun Park, Austin Georgas, and Luis J Najera Jr., Flighthouse: The company built a large following on the app by posting short video skits featuring some of its top stars.

"These days, for every single artist on the label who's putting out a record, we are strategizing how to make the most out of the TikTok platform," RCA Records' SVP of digital marketing Tarek Al-Hamdouni said.

Check out who made the full list, here.

Woman looking down at her phone, waiting.

What influencers learned from the Facebook and Instagram outage

Facebook-owned apps, including Instagram, were shut down by a widespread, six-hour-long outage on Monday.

While the platforms were down, my colleague Sydney Bradley was talking to influencers and advertisers.

The lights are back on — Sydney was on the phone with one influencer when Instagram was powered up again —but the disruption was a wake-up call to influencers about their business and the danger of relying on one company.

"It's a reminder not to put your eggs in one basket," micro influencer Lissette Calveiro (61,000 followers) told Insider. "Creators who only have a presence on Instagram are finding themselves in a challenging position right now. For others who are on multiple platforms and have owned audiences like newsletters, business as usual."

Those who already have diversified? They had a pretty good day. Take TikTok's Justina Sharp (114,000 followers), who saw a spike in views.

Read more on how creators were affected by the outage. 


Here's what else you need to know this week:

What's trending 

Creator earnings 

Market moves


Nickmercs standing in a black Faze shirt in front of a white background

Twitch and YouTube are battling to sign top streamers with two very different pitches

Nicholas "Nickmercs" Kolcheff, one of Twitch's most followed streamers, announced this week that he is staying with the platform.

His decision comes just after other large streamers, like TimTheTatman and DrLupo, moved their livestreams to YouTube Gaming. YouTube has been paying talent to exclusively stream on its site, promising a more holistic approach and is not focused entirely on livestreaming.

But for those who are streamers first and foremost, Twitch still has the upper hand.

My colleague Michael Espinosa spoke with experts who broke down YouTube's ongoing play to become the dominant platform for livestreaming — and why, for now, it isn't.

With features like polls, gift subscriptions, and raids to connect with audiences and other streamers, Twitch is built for livestreaming and building a community.

YouTube, meanwhile, has trailed in that community-building, something industry insiders say are keeping some big names on Twitch.

Check out more on the battle to win over streamers, here.

TwilightHow the team behind Lionsgate's TikTok got movies like 'Twilight' and 'John Wick' to go viral

TikTok users really want to know who's in charge of Lionsgate's account. A quick perusal of the top comments on its videos makes that clear.

"WHO IS RUNNING THIS ACCOUNT!?!?," one user exclaimed.

"IS THIS FR LIONSGATE?" another TikToker asked.

Dan has answers: He spoke with the studio's social media team about how it adapted a DIY-style focused on humor and trends to promote movies like "Twilight" and "John Wick." Think Gen-Z superfan, rather than a decades-old Hollywood powerhouse.

Read more on how their strategy developed.


Chart of the week: 

TikTok Chart

Launchmetrics released a study on TikTok and the power of creators in 2021. 50% of brands are measuring TikTok marketing campaigns based on impact on sales, according to the study. 

Check out the full report here.


Emily Mariko

TikTok hashtag of the week: 

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

This week's hashtag: salmonbowl

  • Percentage uptick over the last 7 days: 4,062%

  • The latest viral hashtag is centered around a new popular recipe that features leftover salmon, created by Emily Mariko. As a result of the trend, she has amassed nearly 4 million TikTok followers. Her original platform is YouTube, where she posts vlogs and fashion videos. 


Emma Chamberlain

What else we're reading and watching:

Subscribe to the newsletter here.

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

UTA IQ

Subscribe to the newsletter here.

 
 
 
 
 
INSIDER

Was this email forwarded to you?
 
Download on the app store   Get it on google play
 
You received this email because you signed up to this
Insider newsletter using the
email: aymentanaze.news@blogger.com
 
Email preferences Unsubscribe
TERMS OF SERVICE PRIVACY POLICY
1 Liberty Plaza, 8th Floor. New York, NY 10006
 

Commentaires

Posts les plus consultés de ce blog

Chris Ramsey can take the heat, but what would relegation for QPR mean for black managers in the Premier League?

Luke from 'Gilmore Girls' is selling out and starting a coffee brand

Sandy Hook Parents Are Criticizing Megyn Kelly For Giving A Platform To ‘Truther’ Alex Jones