Influence Weekly #132 June 12th, 2020

EXECUTIVE SUMMARY

• WOKE, launched May 28th, now 5th most watched channel on Twitch.
• Forrester Names AspireIQ, CreatorIQ and Mavrck as Leaders.
• Marketers goal, now, The Right Message. Not Sales (source Linqia)
• $12k minimum to work with Tik Tok Stars, on Tik Tok.
• Alibaba to recruit 100,000 "promoters"

GREAT READS

Black Lives Matters on Twitch

Gamesight measured the Black Lives Matter movement's impact on Twitch over the last week.

WOKE first broadcast on May 28th. It's a community dedicated to compiling and broadcasting live streams of protests. Over 1,769,098 hours watched since May 28, making it the 5th most-watched channel across all of Twitch.

Over 1,500 channels included keywords related to #BlackLivesMatter or referencing the ongoing protests in their title.

Tons of Twitch Fund Raising

• DrDisrespect has pledged that all money earned from donations in June will be donated in support of Black communities.
• GamesDoneQuick will be taking the total amount of funds received from subscribers and bit donations and giving it to the NAACP Legal Defense Fund in support of Black Lives Matter.
• JennaMarbles and Julien Solomita raised $10k for the George Floyd Memorial Fund and Campaign Zero.

Forrester Evaluates 12 Solutions

Forrester's research uncovered

• Leaders: AspireIQ, CreatorIQ, and Mavrck
• Strong Performers: Launchmetrics, Klear, Traackr, Tagger Media, and Captiv8
• Contenders: Upfluence, IZEA, and Linqia
• Challenger: Impact

Influencer Marketing During COVID-19

Linqia surveyed 59 marketers and agency professionals across a variety of industries including CPG, Food & Beverage, Media, Retail and their agencies. This survey was conducted in May 2020.

The most striking graphic was this from the goals section. How many had a goal of sales? Zero, Zip, Zilch.

The 20 Key Investors Financing the Influencer and Creator Revolution

Culled from publicly available investor information of the 275 companies listed in the 2020 CreatorScape. This is a list of investors financing the influencer and creator revolution. You’ll recognize some names and their firms. But there are many others you may not know.

We believe the future of media is a patchwork of unique voices from every walk of life, and it seems that the tapestry of people financing it is starting to reflect that complexity.

CAMPAIGN INSIGHTS

What it costs to advertise on TikTok

It costs advertisers minimum $12,000 to work with influencers.

Corporate Voices Get Behind ‘Black Lives Matter’ Cause

Jackie Aina, an influencer with more than three million subscribers on YouTube, posted a video to Instagram last week urging fashion brands like Fashion Nova to weigh in on the nationwide protests. The brand said on social media this weekend that it was “appalled, angered and deeply saddened” and was “talking to a number of community leaders to identify and explore ways to take a stand and help.”

Alibaba To Tap International Influencers

AliExpress, Alibaba's international marketplace, plans to recruit as many as 100,000 promoters. To help merchants on AliExpress promote through YouTube, Facebook, Instagram, and TikTok.

Besides popular influencers, the platform is also after talented content creators behind the camera and seasoned marketers with access to customer acquisition channels.

Kids spend nearly as much time watching TikTok as YouTube

Kids ages four to 15 now spend an average of 85 minutes per day watching YouTube videos, compared with 80 minutes per day spent on TikTok.

The data in the annual report by digital safety app maker Qustodio was provided by 60,000 families with children ages four to 14 in the U.S., U.K. and Spain.

And an interesting trend in gaming:
Roblox dominates in the U.S. 54% of kids play. While Minecraft is used by 31% of U.S. kids.

INTERESTING PEOPLE

Russell Simmons Announces Launch of GC Studios in LA

This is to be a bridge between U.S. based creators and Asia.The announcement follows Simmons’ appointment as President in 2019.

GC Studios will focus on underrepresented groups in the social media and digital space. Both top entertainers and digital content creators will be developed across mediums like podcasts, music, vlogs and comedy.

Russell Simmons: “Asia has grown a strong interest in urban and hip hop culture, and with its explosive nature in both parts of the world, it was a natural fit for the company to be a bridge where east meets west so that new opportunities are created."

20 Black Top Travel Vloggers

Special Editor's Note: LukeLifeCharms is right now in Bali. We met and I can't tell you how awesome this guy is. An absolute ball of energy. Must be all the coconuts. Watch what he's up to.

85 Influencers of Color You Need to Follow

An epic list of influencers ranging from under 25k to over 100k followers. Curated by Alicia Tenise.

15 Black Content Creators

A wide array of creators: Podcasts, Bloggers, YouTubers, Travelers and Parents. This list put together by Holly, creator of HollyDayz, a travel and lifestyle blog.

Brandon Brown, Grin CEO, on eCommerceFastlane Podcast

Brandon and Steve discuss building relationships at scale. Grin is based on the decade he spent working at RedBull. Support influencers to make them a believer in your brand.

On Influencers:

• Be Genuine
• Honest Endorsement

On Brands:

• Brands need to be patient.
• Only 40% of sales are attributed.

INDUSTRY NEWS

Rachel Porter Launches Women With Influence

Women With Influence is a space for women who work within the UK influencer industry to connect with one another, discuss relevant industry news and support each other, as well as the wider influencer community.

Black Fashion Community on Moving Forward

BoF spoke with black voices from the fashion community about their experiences and the path forward.

Quote from Alicia Chew, fashion influencer:
"I admire [the influencers] Jess Ann Kirby and Grace Atwood; these women have proven themselves to be fantastic allies over the years.

They've used their platforms to speak up against racism and amplify the voices of [black, Indigenous, people of color] for quite some time now, and you can tell that they've really taken the time to educate themselves on these issues.

They've also encouraged [brands] to do better."

Corporate Donations Tracker: Here Are The Companies Giving Millions To Anti-Racism Efforts

Are the companies you support, supporting the causes you care about?

THG Ingenuity is hiring an Influencer Marketing Manager in Manchester, GB
The company owns and operates many leading brands including LookFantastic.com, Grow Gorgeous, Mio Skincare, Hale Country Club, ESPA and MyProtein.com