Creator Economy Scoop: Social platforms are begging to stand out

Here's this week's roundup of industry news

Creators are making wellness conversations cool

While social platforms drive instant gratification, they’ve also peaked Gen Z's interest in longterm results.

This yearbook spotlights the social-first brands of 2023

The report outlines how names like CapCut, Takis and TikTok Shop have won over Gen Z

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Creator marketing
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This yearbook spotlights the social-first brands of 2023

The report outlines how names like CapCut, Takis and TikTok Shop have won over Gen Z

A graphic displaying an iphone in a bubble, and a hand with a pin about to burst that bubble.

Can influencer marketing unplug the iPhone monopoly?

How competitors are recruiting creators to burst Apple’s blue bubble.

Unlocking the Power of Creator Marketing: Insights from the 2023 Brand Lift Benchmark Report

Creator marketing brand lift benchmark report 2023

Podcast
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Erica Werber, CEO of Literie Candles, on the explosion of the candle industry

Literie was originally launched as a pandemic hobby and love letter to NYC. With help sampling scent profiles with her kids as they were learning remotely and with an order of 2000 candles, founder Erica Werber thought she would just sell the candles mostly to friends, and then return to her normal career.

Tuft and Paw's Jackson Cunningham on developing thoughtful furniture for cats

From a cat tree that looks like it should be in a museum, to the perfect litter box: Tuft and Paw's Jackson Cunningham on developing thoughtful furniture for cats

Abtin Masseratagah on the importance of retention marketing

Abtin Masseratagah is a digital marketing consultant and founder of Northn Mo., a Toronto-based digital and social media marketing firm.

social platforms
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Brands are pulling creators out of their content cubicles

As consumers rethink their consumption habits, marketers are giving talent the spotlight in new spaces.

Creator economy scoop: Pinterest and luxury brands

In this edition, we explore Pinterest as the go-to platform for luxury brands, the disparity in pay between BIPOC and non-BIPOC creators, and the relationship between fans and creators. We also explore some influencer trends to look out for in 2024, and share a creator spotlight about an inspiring adventurous creator.

The rise of the LinkedIn influencer (and what it means for the creator economy)

Most people might not group LinkedIn with mega-creator platforms like YouTube and TikTok. TikTok is the exciting new kid on the block, rocket-blasting from $82 million in revenue in the third quarter of 2019 to $1,567 billion three years later. YouTube has been around longer, but its status as the world’s top video-sharing network makes it a titanic platform for any influencer.

Creator CULTURE
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L’Oreal puts a rosy spotlight on mature creators (and more brands need to do the same)

Data shows that use amongst the Gen X cohort specifically (aged 43 to 58 years old in 2023) is one of the fastest-growing audiences on the platform. The same could be said for Facebook and how many Gen X users use the site today while younger generations have moved on to other platforms.

What TikTok can do for your brand and how to create content for TikTok’s algorithm

TikTok is the fastest-growing social media platform thus far, reaching the coveted one billion monthly active users just four years after its international release. (For context, it took Facebook nearly nine years and Instagram nearly eight years to hit that milestone.)

When influencer-led brands fail

It’s proven that including influencers in a brand’s marketing strategy equals sales: Statista reports the value of influencer marketing alone is worth over $16 billion, while a study done by the Harvard Business Review found that on average, a 1% increase in influencer marketing spend leads to an average 0.46% increase in engagement.