Hi, this is Amanda Perelli and welcome back to Insider Influencers, our weekly rundown on the business of influencers, creators, and social-media platforms. Sign up for the newsletter here.
In this week’s edition:
An influencer boxing event got a cease and desist email from what appears to be TikTok’s parent company
How much a YouTube star with 1.8 million subscribers earns per month
A breakdown of what an Instagram influencer charges for sponsored content
Caspar Lee explains his creator burnout and why he quit YouTube
An influencer boxing event pitting TikTokers against YouTubers has received a cease and desist email, apparently from TikTok’s parent company
TikTok parent company ByteDance appears to have sent a cease and desist email to LiveXLive.
The letter demands that LiveXLive cancel the upcoming influencer boxing “YouTubers vs. TikTokers” event that bears the TikTok name.
LiveXLive is hosting the fight, and received an email signed by the Global IP Protection & Enforcement team at TikTok parent ByteDance late last month.
Dan Whateley and Steven Perlberg wrote that the email claims that LiveXLive used TikTok’s trademark without authorization and describes the event as “Covid unsafe and violent in nature.”
TikTok’s logo appears on the event’s website listing a roster of popular internet stars.
The event is set to feature YouTuber Austin McBroom boxing TikToker Bryce Hall in the main event in front of a stadium crowd in Miami and on pay-per-view.
LiveXLive’s move to bring influencers into the ring has been the key to its promotion.
Tiffany Ma is a YouTube creator who films videos about her daily life.
Ma started posting videos on YouTube in 2010, and in 2015, she decided to defer a full-time job offer and instead invest her time into YouTube.
Now, she has about 1.8 million subscribers.
I spoke with Ma about how much she makes on YouTube from ads per month:
“To really optimize your audience, I think YouTubers should definitely put three to four ads within a video,” Ma said.
An Instagram influencer with about 200,000 followers explains what she charges for sponsored content
Jehava Brown is a mommy blogger and Instagram influencer with 198,000 followers.
Brown has worked with brands like Nivea, Hello Fresh, and Disney Cruise Line on sponsored content.
I spoke with Brown who broke down her starting rates as an influencer when negotiating with companies on sponsored posts.
Here’s a preview of Brown’s current starting rates:
Instagram post: $5,000
Instagram Story: $3,000
Blog post: $5,000
“Brands actually still want a blog write-up if you have the audience,” Brown said. “I can charge a lot more this way, verses just offering an Instagram post.”
She also said her rates change depending on the deliverables, usage rates, exclusivity, and other factors.
Caspar Lee was a major YouTube star in the early 2010s, but he suddenly stopped posting in 2019.
Lee collaborated with many celebrities during his time as a YouTuber, including the comedian and actor Kevin Hart, and the singer Ed Sheeran.
He has launched several businesses, like cofounding an influencer marketing agency in 2017 and a talent-management company in 2018.
Molly Innes spoke with Lee who explained his creator burnout and why he quit YouTube.
“It was really OG time back then, and everything was super unprofessional,” Lee said. “It wasn’t about building businesses, really, although there were a few popping up, but no one was taking it very seriously.”
‘I didn’t need to apologize for being Asian’: Since its start, YouTube allowed creators to celebrate Asian joy.
Collab Crib, one of the first mainstream Black “creator mansions,” will be featured in a new episode of The New York Times Presents on Friday on FX and Hulu.
ABC is developing a new reality competition series called “#FollowMe,” centered around aspiring influencers.
A new startup, called Creator Rising, is looking to connect early-stage founders with industry leaders, creators, and capital.
We are compiling our 2nd annual list of the top VCs and investors funding the creator economy.
We want to hear from you. Who are the VCs and investment stars making bets on the next big creator startups?
Please submit your ideas here by June 7.
TikTok’s top trending hashtag of the week:
Every week, we highlight a trending hashtag on TikTok, according to data provided by Kyra IQ.
This week’s hashtag: blacklivesmatter
The percentage uptick for the last 7 days: 1,629%
This uptick centered around the one-year anniversary of the death of George Floyd, who last year was murdered by a police officer in Minneapolis.
Here’s what else we’re reading:
Brazil’s far-right influencers are deleting videos about fake COVID cures (Raphael Tsavkko Garcia, from Vice)
Influencers in France and Germany say they were urged to criticize Pfizer vaccine (Liz Alderman, from The New York Times)
Meet Arizona’s most well-known LGBTQ Instagram influencers (KiMi Robinson, from Arizona Republic)
Inside Kate Spade’s TikTok strategy (Danny Parisi, from Glossy)
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