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“I got to decide on the entirety of the content, based on what I think would work for Charlotte Tilbury’s brand, but also what my audience would respond well to,” she said. “From what I found, the most successful [partnerships] are where I have full control. The influencer, 100%, knows their audience better than anyone else does.” Other brands she has worked with in the past have included Anastasia Beverly Hills, Morphe, ColourPop and Maybelline.
Collaborate, don't dictate. I’m a big believer in letting influencers be their best creative directors and really leaning into their aesthetic. Every time we’ve done that, we’ve seen very good results because they understand their audience. As with all things influencer, taking a multiplatform approach and taking a real clear tiered strategy, knowing which tier works best for what for your brand, is probably the right way to go. There are obviously a lot of love lately for nano-influencers, and some brands have managed to activate that at scale. But again, that’s not really for everyone. That release certainly allows you to democratize influence. But again, if you’re a luxury brand, that may or may not be the right choice for you. It’s also down to what you stand for as a brand authentically.
Of course, their power is most readily associated with commercial interests. The rise of the influencer has transformed the beauty and fashion industries beyond recognition. Finding the right star to endorse your product on their Instragram or TikTok feed, can make or break a brand these days.
To an advertiser, influencer marketing can look just like buying billboard space. The influencers say they endorse the product — but they endorse it the same way billboards do: because you paid them.
Area 120, Google’s internal startup incubator, wants to give YouTubers and other influencers a platform to host paid online events. Fundo, its new app, allows those individuals to set up internet meet and greets and workshops with their fans. It gives hosts full control over how much it costs to attend an event, allowing them to offer free tickets if they so choose.
As TikTok’s fate in the U.S. remains murky, YouTube today announced the launch of a new short-form video experience it’s calling YouTube Shorts. The feature will allow users, initially in India, to upload 15-second or less short-form videos using a new set of creator tools, including a multi-segment camera, similar to TikTok, speed controls and a timer and a countdown feature. The videos can also be set to music, thanks to YouTube’s access to a large library of songs that it says will continue to grow over time.