Hello, this is Amanda Perelli and welcome to Insider Influencers, our weekly recap on the business of influencers, creators and social-me.platforms dia. Sign up for the newsletter here.
In this week’s edition:
Also, we are recruiting! We are looking for a journalist to join our team to cover the social media business and the booming designer economy. Find out more and apply for the scholarship, here.
Since Instagram announced that it would begin testing an affiliate marketing tool this summer, the platform has signed on around 100 designers and 30 brands, including Benefit Cosmetics, Kopari Beauty, MAC Cosmetics, Pat McGrath and Sephora.
Sydney Bradley spoke to four creators about how the feature works and how much they earn.
Tanya zielke (80,000 subscribers) said she made about $ 58 from a post in the wire scoring a pair of Abercrombie & Fitch jeans.
Quigley Goode (335,000 subscribers) earned just $ 16 from a beauty product scoring feed post.
Melissa Frusco (38,000 subscribers) said she made just a few dollars with her first post to the thread.
âIt’s a small test that we’re actively scaling up,â said an Instagram spokesperson. “Our long-term goal is to make this tool available to creators around the world.”
Learn more about the future of Instagram’s affiliate tool.
We had commission rate leaks for 32 brands in Instagram’s affiliate program
Speaking of Instagram’s new affiliate marketing tool, during her report, Sydney got the scoop on commission rates for 32 of the brands in the program.
This includes retail giants like Sephora and Revolve, as well as a few smaller brands. The rates range from 8% to 20%, which is the industry standard.
Here’s a look at what some of these brands pay creators:
Instagram declined to comment on commission rates for the test. The platform said, however, that these brands set their own commission rates “in line with their own marketing strategies.”
See the full list of 32 leak rates.
Here’s what else you need to know this week:
What is the trend
The market is moving
Misfits esports team makes a play for mainstream TV audiences
A century-old broadcasting company and a five-year-old esports organization walk into a bar – or at least a boardroom.
Former media conglomerate Scripps is entering the esports space by leading the latest round of funding for Florida-based esports organization Misfits Gaming Group.
Michael Espinosa wrote that the media giant hopes to tap into Misfits’ relatively young audience.
Misfits, meanwhile, is keen to strengthen its media presence and test new forms of content, including programs for broadcast television.
âHelping our parents and our parents’ generation to understand and enjoy games and game content, and what it means for their children, is an area where we can have a very big impact,â said the CEO from Misfits, Ben Spoont, to Insider.
Learn more about the new partnership and what it means for esports, here.
As computer hardware costs rise, in-person arcades are making a comeback
Do you remember those internet cafes from 20 years ago? They are making a comeback – but now with a special focus on games.
With the rising costs of computer and gaming equipment, gamers are now flocking to in-person gaming sites.
Michael took a look at the startups leading the charge in space.
While some of the new spots will focus on events, like tournaments and camps, others will be more relaxed hangouts where people gather after work.
âWe want to increase access to these computers to $ 3,000,â founder John Fazio told Insider.
Learn more about the different startups are quick to capitalize on this comeback.
Chart of the week:
The Influencer Marketing Factory published a report on the economics of creators and interviewed influencers on platforms such as YouTube, TikTok and Instagram. In the table above, influencers share which platform is their favorite as a creator.
View the full report here.
What else we read and watch:
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.