Creator Economy Scoop: Sensored chicken sandwich reviews and the quest for a quiet life

May 13, 2024
Emmy Liederman
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The Creator Economy Scoop is a roundup of the weekly news, data and trends that are defining the industry. (graphic by Lindsay Hill)

Quick numbers 💯

8 in 10 weekly Pinterest users turn to Pinterest when planning their summer escapades [1]  

YouTube Q1 ad revenue climbs 21% to $8.1 Billion [2]

Creators need 2-4 brand deals a month to have a sustainable income [3]

88% of influencers’ top concern is navigating changes in social media platform algorithms [4]

What you should know ☕

TikTok ban updates

  • ByteDance has about 9 months to sell TikTok or risk a US ban

2nd annual creator economy trend report

  • The creator economy is growing up, and creators are prioritizing strategic partnerships by "negotiating lucrative deals with longevity" 
  • 50% of creators that the creator economy is positioned to help them become financially secure

Pinterest summer 2024 travel report

• “adventure activities” searches are up 45% YoY

  • Searches for "quiet life" soaring by 530%
  • Trending quiet life destinations
    • Okinawa, Japan +35%
    • English Countryside +31%
  • Top Gen Z destination
    • Jasper, Canada +155%

How to engage Micro and Macro creator audiences

  • Macro influencers, or those with more than 100,000 followers, a 10% increase in high-arousal language led to an 8.4% reduction in engagement
  • Instead, they found that highly followed influencers who made their posts informative saw a 1.8% bump in engagement
  • “Micro” influencers who have fewer than 100,000 followers saw a 5.4% increase in engagement when they increased high-arousal language by 10%

Brands vs Influencers—who holds more power?

  • “Brands that are cool with a capital C don’t want your unboxing or a tag,” said Brenda Weischer, “They want to appear organically in your feed.”
  • “The younger generation is like the first group of bloggers, they come with a bullshit filter,” said Camille Charriere. “Brands are in for a rude awakening because what they think works doesn’t anymore.”

TikTok has become a pseudo-shopping channel, and Gen Z has had enough

Social platforms 📲

Meta  📸

  • Instagram said there are more than 2M+ active subscriptions to creators on the app
  • Instagram is retiring its Flipside feature, effective May 24

TikTok ⏰

  • ByteDance has about 9 months to sell TikTok or risk a US ban

  • Trending video algorithm, artificial intelligence-powered trending topics and cross-device compatibility
Notable partnerships 📓

Emma Chamberlain and Kendall Jenner team up on an espresso martini kit

  • The collaboration aims to capitalize on the current popularity of espresso martinis and expand Chamberlain Coffee's reach to a slightly older audience while leveraging its strong Gen Z base
  • NeilsonIQ data found that the drink was the fourth most popular cocktail consumed domestically in 2023
  • The brands launched the activation portion of their partnership last weekend at Coachella and was one of the most requested drinks at the bar

Chick-Fil-A shuts down employee’s TikTok meal reviews

  • Miri the Siren has been reviewing her employee meals for the past few months at Chick-fil-A, but the company has asked her to stop
  • Not long after, she posted a collab video with Shake Shack
This week
Creator Mya Pol on what real accessibility looks like
June 20, 2024
Emmy Liederman
Filling in for product wait time, here's how this gaming brand maintains fan engagement
June 13, 2024
Emmy Liederman
Keith Lee makes restaurants go viral—now Microsoft is helping him address what comes next
June 10, 2024
Emmy Liederman
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