Hello, this is Amanda Perelli and welcome to Insider Influencers, our weekly recap on the activities of influencers, creators and social media platforms. Sign up for the newsletter here.
In this week’s edition:
Game content creators have grown rapidly in 2020, with live content and general audiences increasing.
The traders took note. For example, the share of marketers who plan to use
has more than doubled in the past year, according to a March poll by Linqia.
With this growth, the demand for managers and agents to help game influencers, streamers and esports competitors juggle their success has increased.
My colleague Michael Espinosa and I shed light on some of the top managers and agents who have helped shape the world of game makers in 2021.
Here are some takeaways from Insider’s second annual list:
Click on Manage: an Australian company managing clients like Lazarbeam, which was also named the exclusive provider of creative services to Facebook Gaming in Australia and New Zealand.
Night media: manages a number of the top YouTube creators in the vlogger-gaming space like MrBeast, Preston and Aphmau.
TalentX game: the games arm of TalentX Entertainment, which manages clients such as game comedian LaurenzSide.
âThe gaming industry in general, and mobile in particular, has exploded over the past year and a half,â said Lance Frisbee, co-founder and CEO of Aftershock Media Group. âIt’s amazing how much attention and importance companies are now placing on digital media and influencer marketing. As we look into the rest of 2021, there are a ton of events and esports conventions that are starting to come back and that is also very exciting. “
Check out the full story here to see which managers and agents we’ve highlighted.
YouTube is launching a new monetization tool, called Super Thanks, as it competes to win over creators.
The new feature allows fans to “give” creators money on all eligible video downloads, and gives creators another way to make money right on the platform. YouTube takes 30%.
But how does it stack up against similar features of its rivals?
Here’s a breakdown:
Instagram âBadgesâ: Fans can tip creators who stream live on Instagram using IG Live (creators receive 100% of revenue).
Facebook “Stars”: Viewers can tip live Facebook game videos (the share of Facebook revenue that fans pay when they buy stars ranges from 5% to 30%).
Twitch “Bits”: A virtual good that fans can buy and use to “cheer” (tip) their favorite streamers (Twitch’s cut varies, but typically ranges from 18% to 28% in the US).
TikTok “Gifts”: Viewers can purchase a virtual icon to tip creators during a live broadcast (converting TikTok between dollars and giveaways is complicated; for a full explanation read this).
Super Merci is currently in beta and will gradually roll out to all eligible creators later this year.
Learn more about how the new feature works here.
TikTok recently blocked all financial companies, dating apps, and live video platforms from sponsoring influencer posts on the app.
But there are workarounds, including using TikTok’s advertising portal or posting on a brand’s own account.
My colleagues Dan Whateley and Molly Innes wrote about the new rules.
Here are some key points to remember:
A brand like
The new restrictions are relatively tight and don’t represent an outright ban on startups on TikTok’s ban list.
Marketers say TikTok’s new policies are meant to protect young app users from bad actors.
“I don’t see this as much of an obstacle as a guarantee to protect our talents,” said Eric Jacks, chief strategy officer at Collab.
To learn more about the new policy and how brands are finding workarounds, click here.
JaLisa Vaughn-Jefferson is a lifestyle influencer with 275,000 Instagram followers.
It’s only halfway through 2021, but she’s already booked over $ 700,000 in branded deals.
This total is pre-tax, and Vaughn-Jefferson’s management also takes a percentage of the brand’s transactions.
My colleague Sydney Bradley spoke to Vaughn-Jefferson about how she makes money as a full-time influencer.
Here are some key points to remember:
Its engagement rate is high at around 4%, according to its management (the average engagement rate for accounts with more than 100,000 subscribers was between 1.3% and 1.6%).
She spends a lot of time responding to direct messages, and her team helps her analyze what her audience is asking.
âWe are a business,â she said. And just as brands strive to provide good customer service to their customers, they want to provide good service to their sponsors.
To learn more about Vaughn-Jefferson’s company and how she is managing her career, click here.
More news on the influencer industry:
Games and esports
Graph of the week:
Check out the full study here.
Weekly TikTok Hashtag:
Each week, we highlight a trending hashtag on TikTok, according to data provided by Kyra IQ.
Hashtag of the week: DeepRealization
The percentage increase over the last 7 days: 7836%
This increase centers around a trend where creators are realizing and thinking about something in their lives.
Here’s what else we read:
And before you go, check out the hottest songs on TikTok this week to add them to your playlist. The data was collected by UTA IQ, the research, analysis and digital strategy division of United Talent Agency.