Your Weekly Influencer Marketing Update
20.03.2022
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Welcome to this special Sunday edition of the influencer marketing update. I will be starting an exciting new position tomorrow, and therefore will be putting the newsletter on hiatus for the foreseeable future. Don’t worry though, you can always stay in touch through LinkedIn by clicking the button below 😀
This edition of the newsletter will also be slightly different. Instead of deep-diving into articles, I want to share some insights around Virtual Influencers based on a great conversation (click!) I had with the team over at VirtualHumans.org.
1. Please tell us a little more about VirtualHumans.Org and its origins
VirtualHumans.org was founded by Christopher Travers when he noticed the virtual influencer industry was first gaining traction, but only the most prominent names like Miquela Sousa were receiving press. So he created our directory of virtual influencers to spotlight smaller accounts. We strive to document, cultivate, and empower the virtual influencer industry so that everyone can have a shot at success.
2. I'd love to understand the data behind Virtual Influencers generating higher engagement rates than their human counterparts
We’ve collaborated with HypeAuditor for the past three years on their annual report on virtual influencers on Instagram. They have consistently found that virtual influencers generate 3x higher engagement rates than humans. We believe this is due to the unique content that virtual influencers create. Virtual influencers stand out on the feed and make you pause scrolling, whether it's a photo, video, or meme. They also have a great relationship with their fans, which leads to long-term loyalty and support.
3. Where do you see the future of Virtual Influencers within the creator economy?
Since VirtualHumans was first founded in 2019, we’ve only seen the virtual influencer industry continue to grow and develop. We’ve seen virtual influencers find massive success on new platforms such as TikTok and Twitch. As the metaverse, NFTs, and VR and virtual spaces continue to become more popular, virtual influencers are primed to become the next generation of digital celebrities.
🏭 This week’s must-reads
Why Hollister is taking a long-term partnership approach to its influencer marketing on TikTok
“Our demographic puts a lot of trust in peer suggestions,” said Jacee Scoular, senior brand strategy director at Hollister, of the long-term partnership strategy. “We really started thinking about it and said the best way to leverage creators and build trust with their audience is to build trust with the creator.”
I Built a $2 Billion Influencer Marketing Company. Here's My Biggest Mistake and What I Learned From It
I grew up believing that success should be highly visible. And my professional experience prior to LTK was in communications. So, in the company's early years, I needed to have press and awards, to have celebrities using our products, and to have the right investors. I'm embarrassed to say that early on, almost half my time was spent working maniacally to achieve those things.
Black creators sign open letter to Twitch demanding improved safety and moderation tools
Still, the signatories of Color of Change’s open letter believe that Twitch has not yet implemented strong enough safety tools to stem the flow of hate raiders into marginalized streamers’ channels. Part of the impetus for this latest stage of the protest came in February, when Twitch announced a schedule of virtual events celebrating Black History Month and the important role of Black creators on the platform. “When we first heard about it, it sounded cool — yay, we’re finally getting some appreciation,” Spencer said. “But you don’t really have to wait until February to just celebrate Black streamers.
Aston Martin gives control of its brand to TikTok creators
While F1 has previously brought A-list celebrities trackside to boost the sport’s reputation, Bloom says that’s a thing of the past, with fans now craving more authentic stories. And so, in what he calls a “bold step“, Aston Martin has released its control to let creators tell its story. ”They can do a better job at telling our story than we can,” he says.
The White House is briefing TikTok stars about the war in Ukraine
On Thursday afternoon, 30 top TikTok stars gathered on a Zoom call to receive key information about the war unfolding in Ukraine. National Security Council staffers and White House press secretary Jen Psaki briefed the influencers about the United States’ strategic goals in the region and answered questions on distributing aid to Ukrainians, working with NATO and how the United States would react to a Russian use of nuclear weapons.