Influencer marketing on Threads, why brands get more reach on Instagram, 3 trends redefining sports media

Hi, this is Amanda, and welcome back to our weekly creator economy newsletter, Insider Creators. Don’t forget to subscribe!?

Here’s what to expect in this week’s edition:?

• How influencer marketing is making its way to Threads

• Brands get more reach on Instagram but more engagement on TikTok

• 3 trends that will redefine sports media

• And more including 5 lessons from working with MrBeast and e-commerce startup Whop’s Notion pitch deck.

How influencer marketing is making its way over to Threads, from cross-posting to Instagram to affiliate links

Threads is the newest app to take social media by storm.

With over 150 million downloads, brands and marketers are eyeing the platform.

Sydney Bradley , Marta Biino , and Shriya Bhattacharya spoke with influencer-marketing experts and creators about sponsored content on Threads.

Some early examples include Hulu’s deal with TikToker Adam Rose , who was given early access to Threads, and creator-economy startup Hashtag Pay Me’s partnership with micro influencer Kristen Bousquet.

Read more about what sponsored content looks like so far on Threads, here.

Brands get more reach on Instagram but more engagement on TikTok, a new study of thousands of social profiles finds

Out of all the platforms, brands get the most reach and views on Instagram, according to an analysis of brand social profiles from analytics company Emplifi.

Emplifi analyzes thousands of brand social-media channels each quarter on platforms including Instagram, Facebook, TikTok, and Twitter.?

Marta Biino reported that Instagram reels and carousels (posts with multiple images) are the top-performing content for brands on the platform. In Q2 2023, reels shared by brands earned an average of 75 interactions, while carousels earned 74.

Instagram reels outperformed all other content types on the app, generating 55% more interactions than single-image posts and 29% more interactions than standard video posts.

Read the four takeaways from the study here.

3 trends that will redefine sports media as the industry reckons with layoffs, AI, and more

It’s been a rough year for sports media. ESPN laid off 20 on-air personalities and The New York Times decided to close its sports desk.

Margaret Fleming broke down the three biggest changes that are redefining sports coverage.

Industry experts explained how these media trends could replace traditional sports journalism.

Now, more sports-media personalities who connect directly with fans through podcasts, Twitch, and YouTube channels are providing the game analysis historically found on the sports page, said Conrad Wiacek , who heads sports analysis at GlobalData.

Read the full list of trends here.

More coverage from this week:

The business of being a creator

• 5 lessons from working with MrBeast, according to the president of the top YouTuber's company (Insider)

• An advertiser that made women's sports a key marketing focus explains how it will capitalize on the World Cup (Insider)

• The 10 biggest brands advertising in women's sports as viewership reaches new heights and the World Cup takes center stage (Insider)

Social platform and creator economy startup news?

• 6 highlights from an email Instagram is sending influencer managers about what to post on Threads (Insider)

• Read the Notion pitch document e-commerce startup Whop used to raise its $17 million Series A (Insider)

What’s happening in digital culture

• Kylie Jenner is again facing backlash for denying she's had plastic surgery (Insider)

• Leave sex workers out of your NPC TikTok discourse (TechCrunch)

Thanks for reading! Send me your tips, comments, or questions: [email protected].