?? Does size matter when you're a creator?
Issue #327
Bigger is not always better and it makes sense that creators with smaller followings would work well for brands. Using mega-influencers is always going to be appealing to marketers but if you think about it, that is old thinking. The online world is going increasingly niche. That means your creator strategy needs to be niche too. Enter the smaller and micro influencer. The only question is whether marketers will want to be bothered hiring and managing lots of smaller influencers? Mind you, that’s where we come in. Happy Thursday, Simon.
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Trends and challenges facing creators today
A new report asked how creators have embraced AI. Unsurprisingly, 92% of respondents said they were using generative AI in some form but 90% said they felt they weren’t getting the most out of the technology. A massive 96% claim they’re using AI to boost their creativity, either by streamlining creation, automating production and improving quality. Reassuringly, the report highlighted creators' concerns about ethical use of AI, with 74% wanting guidelines for responsible use.
How do you pick the right creator?
So you’ve decided to invest in creator marketing, where do you start? Well another report has found smaller influencers, with around 50,000 followers, offer the best return on investment. Micro-influencers (10,000 followers) are attracting brands, posting sponsored content 67% more than influencers with 1 million followers. When it comes to costs Instagram creators charge between $10 and $10,000 per post, while TikTok rates range from $25 to $2,500. Quite affordable when you look at it, but you can’t forget KPIs and measuring performance.
TikTok embraces AI advertising
While brands continue to embrace creator marketing, TikTok recently launched Smart+ , an AI advertising solution that will handle everything. It's an answer to Meta’s Advantage+ (they’re not even pretending to be original anymore) Smart+ automates ad creation and campaign management. Where it sets itself apart is that advertisers don’t have to hand over full control to AI - they can just use a single feature offered by the tool. You can get a creator to do that and then hand it over to the AI to find your audience.
Cool Tools
Every creator has to get up in the morning to create. For some of us, it’s the hardest task of the day. Enter Nintendo's latest invention. It isn't a game, but it is a way to get you out of bed . The Big N has filed a patent for an alarm clock shaped like a Switch—but it's way more than just a clock. There are motion controls, mini-games to snooze, and even the ability to interact with your in-game pets. It's like a Tamagotchi-meets-Fitbit-meets-that-annoying thing that wakes you up in the morning. Fingers crossed this sees the light of day so we can too.
Hot Tips
Adobe Illustrator just made arranging objects way easier with its new "Objects on Path" tool. Now, you can distribute objects along any line or curve you draw, making things like custom patterns and intricate designs a snap. No more manual nudging and pixel-perfect placement – just draw a path, select your objects, and let the app do the heavy lifting.
Viral Hits
On TikTok, fail videos are getting a chaotic upgrade which is a trend in itself - foreshadowing. People are splicing snippets of the disastrous ending throughout the clip, turning predictable disasters into suspenseful mini-thrillers. It's like if Tarantino directed America's Funniest Home Videos. Somehow, this makes the fails even more entertaining.
Stuff from us
We believe that authentic stories come from authentic connections. So, when we filmed with Visa Consulting & Analytics recently, we focused on building rapport and fostering a comfortable environment for our interviews. We think it made all the difference. Check out the video .
Happy Thursday
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This week’s newsletter was written by Tim Colman and Simon Kearney , and edited by Andre Howson . Gifs produced by Ahmad Hafiz .