Feedfeed Influencer Industry Updates #9

By Anna Fatlowitz and Claudia Romero

This week in influencer news, TikTok rolls out AI-generated avatars and faces a new lawsuit concerning children's privacy. Cannes Lions 2024 highlights influencers with a new Creators track. Beauty brands engage with 'tradwife' influencers cautiously, while Cetaphil taps into the 'dadfluencer' trend. Instagram introduces exclusive livestreams for Close Friends, enhancing privacy. Companies like Adobe and Google Pixel prioritize fair pay and creative freedom for creators from underrepresented backgrounds. Read more below.

INFLUENCER MARKETING IN THE NEWS

• TikTok introduces AI-generated digital avatars: TikTok launches AI-generated digital avatars for brands and creators, expanding its AI toolset within TikTok Symphony. Users can choose from stock avatars or custom avatars tailored to their likeness. Read more
• Cannes Briefing: How Cannes Lions 2024 became the Festival of Creators: Cannes Lions 2024 introduces a Creators track, spotlighting influencers’ growing impact in the advertising industry. Read more
• Beauty Brands Tread Lightly With ‘Tradwives’: Beauty brands cautiously engage with 'tradwife' influencers, balancing their large audiences with potential controversy related to political and feminist debates. Read more
• How Cetaphil Is Tapping “Dadfluencers” to Market Skincare to Men: Cetaphil's "Made for Phil" campaign targets men with beer-themed packaging and collaborations with "dadfluencers," capitalizing on the growing male interest in skincare. Read more
• Instagram now lets users livestream exclusively to their Close Friends list: Instagram introduces a feature allowing users to livestream exclusively to their Close Friends list, promoting more private and personalized interactions on the platform. Read more
• How brands like Adobe and Google Pixel work with creators from underrepresented backgrounds to ensure fair pay and creative freedom: Adobe, Google Pixel, and Pandora stand out for fairly collaborating with creators from underrepresented backgrounds, ensuring equitable pay and significant creative control. Read more
• TikTok Threatened With New Lawsuit As National Ban Fight Intensifies: TikTok faces a new lawsuit for potentially violating children's online privacy laws while also battling a U.S. lawsuit that could lead to a national ban. Read more
• How influencer agencies vet and navigate past fake influencers and followers: Influencer agencies use analytics and manual checks to identify fake influencers and followers, ensuring authenticity in partnerships by evaluating engagement and audience metrics. Read more

RECENT VIRAL FOOD & BEVERAGE POSTS

On social, we’re seeing a resurgence in baking, especially with cookies and cookie mashups. Along with fresh fruit, we’re specifically seeing peaches in unique recipe ideas. Heavier pastas are surprisingly popular right now as well, with a few mash-ups. And, of course, frozen treats tend to do well in summer months.

• Cookies: raspberry white chocolate cookies, sugar cookies, cookie dough pretzel bites, cookie muffin, chocolate chip cookie cobbler
• Peaches: peach upside-down cake turned cookie, peach burr-chetta
• Pastas: chili crisp alfredo pasta, brown butter alfredo, carbonara, carmelized onion pasta, cherry tomato and basil shellbows, creamy cheese and tomato pasta
• Frozen treats: watermelon shaved ice, homemade freezer pops, homemade choco tacos

INFLUENCER BRAND PARTNERSHIPS

Here are recent partnerships we’ve seen that we’re loving!

• fationatefoodbelly x Mango Board: The pacing of this video is so fun and exciting! Plus, the combo of the ASMR and music really makes this an engaging video to watch. We love that the recipe is part of an existing series as well.
• thechutneylife x Gonna Need Milk: The VO + visual hook combo really does wonders. It also helps that the recipe is so comforting—who doesn’t love a bowl of pasta?
• bakewithzoha x King's Hawaiian: The VO + visual hook combo also draws viewers in. The ooey gooey-ness of the recipe also helps with engagement. We love that ASMR is included and that the product packaging is incorporated naturally into the video.

FEEDFEED INFLUENCER BRAND PARTNERSHIPS

Here are some of our favorite recent branded influencer campaigns The Feedfeed team has managed.

• Feedfeed x Red Gold - @brightmomentco
• Feedfeed x Red Gold - @taylorjackzen
• Feedfeed x Honey Mama's - @julia.not.child
• Feedfeed x Beef. It’s What’s for Dinner - @badbatchbaking
• Feedfeed x Beef. It’s What’s for Dinner - @fationatefoodbelly
• Feedfeed x CA Walnuts - @momunderpressure

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. Influencer Marketing

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.

Experiential

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.

WANT TO WORK WITH US??

Reach out to [email protected].