This week in influencer news, TikTok introduces a new song identification feature and reports a slight dip in daily usage despite increasing ad spend, reflecting demographic shifts. Instagram enhances user engagement with expiring and semi-private comments. Southwest Airlines and NBCUniversal innovate with TikTok for a shoppable flights program and unique Olympic coverage, respectively. Meanwhile, culinary influencers like Owen Han captivate audiences, and Nara Smith's campaign for Marc Jacobs garners significant attention. Also, Cameo resolves a legal issue over undisclosed endorsements, underscoring the importance of transparency in influencer marketing. Read more below.
INFLUENCER MARKETING IN THE NEWS?
- Daily TikTok usage dips to 51 minutes - what’s causing users to step back?: In 2024, according to recent data from eMarketer and YouGov, cited by AdWeek, TikTok's average daily usage time decreased by 1.2%, with a notable decline in younger users and a demographic shift towards older users, while ad spending on the platform grew by 11% despite concerns over a potential U.S. ban. Read more
- Southwest Airlines Unveils New 14-Week Program Featuring 10 TikTok Creators, Endless Travel Possibilities: Southwest Airlines has launched a shoppable flights program with ten TikTok creators to inspire travel and simplify booking, featuring a "book now" button in TikTok content which allows users to purchase flights directly through the platform. Read more
- Instagram is adding expiring and semiprivate comments: Instagram Notes, a temporary comment feature, is expanding to allow users to leave semiprivate, disappearing comments on Reels and grid posts, which will appear as bubbles on the content and can be tailored to a curated audience. Read more
- 9 Olympians to follow on TikTok right now: Olympians at the 2024 Paris Games are captivating TikTok audiences with real-time, behind-the-scenes content, with standout athletes like Ilona Maher, Henrik Christiansen, Daniella Ramirez, and more, showcasing their unique personalities and Olympic experiences. Read more
- How creators and marketers can protect themselves while using AI: Jordan Mitchell, founder of Growth Stack Media, highlights the need for content creators to understand the business side of the industry and protect their rights as AI technologies advance, stressing the importance of proper attribution, collaboration, and staying informed about legislation like the NO FAKES Act to ensure creators receive credit and compensation. Read more
- The Rise of the Influencer Chef: Culinary influencers like Owen Han are on the rise, captivating audiences with visually spectacular and skillful food preparation videos. Read more
- NBCUniversal to Send 27 Creators to Olympic Games Paris 2024 in Partnership with Meta, Overtime, Snapchat, TikTok, and YouTube: NBCUniversal has launched the Paris Creator Collective to empower 27 creators to provide unique, on-the-ground coverage of the Olympic Games Paris 2024, engaging a younger generation of fans. Read more
- Nara Smith and the new era of influencer marketing: Nara Smith’s recent TikTok campaign for Marc Jacobs, where she humorously "creates" a red tote bag from scratch, achieved impressive engagement with 13.7 million views and significantly higher media impact value than typical posts, showcasing her rising influence and effective brand collaboration. Read more
- TikTok's Sound Search lets you find videos by humming or singing: TikTok has introduced a new "Sound Search" feature that lets users hum, sing, or play a song to identify it and find related videos, distinguishing it from similar tools like YouTube and Shazam by linking directly to relevant content on the app. Read more
- Cameo’s Legal Battle Reveals Hidden Risks In Paid Endorsements: Cameo settles with 30 state Attorneys General for $100,000 over undisclosed paid endorsements, agreeing to implement new disclosure measures and compliance procedures for its Business Cameo service. While Cameo’s platform is unique, the settlement’s principles apply widely to influencer campaigns across various media. Read more
RECENT VIRAL FOOD & BEVERAGE POSTS?
- Cucumber salad: Lox and cream cheese cucumber salad (Logan), another Logan video, inspired by Logan, cucumber salad in their room inspired by Logan, another inspired by Logan
- Fall-inspired: pumpkin bread, vegan caramel apple pastries
- Fancy ice cubes: fruit ice cubes
- Pastas: creamy chicken parmesan pasta, burrata spaghetti, high protein ravioli casserole, chicken Caesar salad pasta, high protein low calorie elote pasta, creamy chicken pasta (Carousel)
- Baked goods: chocolate chip bagels, suji bread, pumpkin bread (also in Fall-inspired), banana bread cookies, mocha tres leches, copycat olympic chocolate muffin
- Indian cuisines (again!): tehari, Ekdum Chowpati Jaisa Golgappe Ka Pani, butter chicken
- High protein (again!): high protein ravioli casserole (also in pastas), high protein garlic butter chicken and creamy potatoes, crispy Asian cabbage rolls, high protein low calorie elote pasta (also in pastas)
INFLUENCER BRAND PARTNERSHIPS
Here are recent partnerships we’ve seen that we’re loving!
- kyriethefoodie x JFC International: We’re big fans of ASMR and strong VO together! We also love how creative Kyrie was with her recipe and it felt like she could be herself for this partnership.
- eatatmaudes x California Olive Ranch: Rachel’s opener is on the longer side, but we feel like it really draws the viewer in. We love the lighting she uses and she naturally incorproates the product into the video.
- chungeats x Instacart: Joanna makes this partnership feel so natural, which is not an easy thing to do! We feel her recipe was high quality and authentic to her channel and audience.
FEEDFEED INFLUENCER BRAND PARTNERSHIPS
Here are some of our favorite recent branded influencer campaigns The Feedfeed team has managed.
ABOUT FEEDFEED
Feedfeed is your daily source of inspiration for what to cook, bake, eat, and drink, reaching 55M food lovers each month. We are one of the world’s largest social media food & lifestyle publications fueled by a worldwide community of home cooks, foodies, and food industry pros, that tag their social media posts with #feedfeed. Each month, 50K+ posts per month are shared on our hashtag, serving as a real-time peak into culinary trends around the world. Our Team uses the hashtag to discover new food trends, emerging content creators, influencers, and the best content to feature on our channels. #feedfeed has helped us build lasting relationships and connect all the participants of the food world in a meaningful way.
Feedfeed creates start-to-finish custom influencer campaigns that align our brand partners with influencers that create trending content served up to highly engaged audiences. Feedfeed handles influencer sourcing/vetting, conceptualizing, contracting, creative direction, and reporting for branded content campaigns, Influencer trips, events, seeding, and shopper marketing campaigns.
Original Content & Distribution
Feedfeed’s original content studio has been a pioneer and leader in social native organic and branded content for 10 years, continuing to spearhead new content trends, formats, and emerging platforms. We leverage in-house content creators and one of the largest networks of food & lifestyle creators, as well as a wide distribution network across all relevant social and digital channels.
Feedfeed conceptualizes and executes engaging IRL (in person) and virtual experiences (zoom and metaverse), including dinner parties, cocktail hours, workshops, panel talks and conference activations.
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