LinkedIn eyes influencers and audio with new features

Hi, welcome back to Insider’s influencer industry newsletter: Insider Influencers.

This is Amanda Perelli, and I’m part of our team that reports on the business of influencers, creators, and social-media platforms.

In this newsletter, you’ll find a weekly look at what’s new in the influencer industry at large.

Every Thursday, I’ll take you inside the creator economy, highlighting the top news of the week, chatting with the power players in the business, and breaking down the ways influencers earn their money online.

Our looks at the industry range from investigations to how-to guides.

I hope this newsletter helps you stay ahead of the curve. Send tips or feedback to me at [email protected]

Sign up for the newsletter here.

In this week’s edition:

  • LinkedIn influencers get a new set of creator tools and the platform tests a Clubhouse competitor

  • Instagram is throwing money at some top TikTok influencers

  • The exact 26-page media kit a new TikTok influencer group uses to pitch brand sponsors

  • The influencers paying their way through college by posting YouTube videos

  • And more including how much money a Instagram micro influencer earns and her rate calculator and David Dobrik losing sponsors for his podcast.

LinkedIn is updating its product and developing new features with influencers in mind.

Dan Whateley wrote that the platform is launching new tools and a “creator mode” to help users build a following on the app.

Along with these tools, the platform is also in the early stages of testing audio features similar to those on the app Clubhouse.

Its investment comes at a time when supporting creators has become key for all social platforms.

“With creator mode, we are saying, ‘Hey, if you want to start the process of building an audience past your network or you have an audience and you want to showcase your content, make it more in the forefront, we’re going to give you a chance to do that,'” said Keren Baruch, LinkedIn’s creator product lead. 

Here’s how the platform plans to lean more into content:

  • LinkedIn is currently hiring for a new creator management team, and it’s considering other ways to help creators monetize directly on its platform. 

  • Users who land on a creator’s profile will be prompted to “follow” rather than “connect” with them by default. 

  • Creator profiles showcase a user’s articles, posts, and newsletters above everything else, including their professional resume.

“The reach [on LinkedIn] is absolutely insane,” startup founder Taylor Offer said. “There’s fewer people posting than consuming. It flips when it gets content saturated like Instagram or Facebook.”

Read more about LinkedIn’s creator tools here and its Clubhouse competitor here.

Have a tip on LinkedIn’s creator tools? Email Dan Whateley: [email protected]

Ana Ochoa

Instagram is expanding an initiative to fund content created by influencers and social-media stars.

Sydney Bradley wrote that the platform plans to fund shows by TikTok stars such as Sway House, Collab Crib, and Shluv Family.

With this new funding, Instagram is taking steps to woo some of TikTok’s biggest influencers.

  • This week, the Sway House launched its first show, “Sway Life,” across IGTV, Facebook Watch, and Messenger’s Watch Together.

  • Instagram plans to fund the cost of Bunim/Murray, the production company making the show.

  • And the platform intends to cover the production expenses of video projects for a handful of creators, including two other influencer collab houses.

Check out the other examples of upcoming content drops here.

A new TikTok influencer group shares the exact 26-page media kit it uses to pitch brands

Whalar

TikTok mansion The Crib Around The Corner (TCATC) recently secured AT&T TV as its house sponsor.

Dan broke down the full 26-page media kit the group uses to pitch itself to brands:

  • The media kit states that TCATC will be in operation for 7 months (through August 31, 2021). 

  • In the first 24 hours, the group account gained: 53,300 new followers, 402,000 video views, and 3,507 comments.

  • The media kit also highlights COVID-19 precautions it’s taking to protect its creators.

TCATC launched last month with a focus on putting a spotlight on Black creators.

Check out the full media kit here.

Meet the ‘study influencers’ paying their way through college by posting YouTube videos on exam tips, productivity hacks, and campus life

Study YouTuber Elliot ChoyElliot Choy

“StudyTube” has become a popular trend on YouTube, and some study influencers have seen a lift in brand interest since the pandemic took learning online.

Molly Innes spoke with popular study influencers who are earning thousands of dollars through AdSense and brand partnerships.

Elliot Choy told Insider that his channel made just over $32,000 from YouTube’s AdSense program within the first week of posting a video about a trip to Harvard University.

In total, the video has more than 23 million views and earned Choy more than $90,000 in AdSense revenue.

Choy said his YouTube channel, where he posts videos about productivity and college life, has helped him fund his way through college at Vanderbilt University.

Read more about study influencers here.

More creator industry coverage from Insider:

TikTok:

  • How 5 media brands have surged on TikTok by studying the app’s trends and making employees stars (Dan Whateley)
  • New hires at TikTok and other talent signings (Dan Whateley)

Brand sponsorships:

  • YouTube star David Dobrik is losing sponsors for his podcast ‘Views’ amid Vlog Squad scandal (Amanda Perelli and Sydney Bradley)

  • An Instagram micro influencer breaks down how much money she makes and how she calculates her rates (Sydney Bradley)

  • 11 real media kit examples that influencers use to get brand sponsorships (Amanda Perelli, Dan Whateley, and Sydney Bradley)

Cameo:

  • The 10 top earners on Cameo in 2020, including a star of ‘The Office’ who made over $1 million (Amanda Perelli)

This week from Insider’s digital culture team:

Lil Nas X poses in the press room during the 2019 MTV Video Music Awards at the Prudential Center in Newark, New Jersey on August 26, 2019.JOHANNES EISELE/AFP via Getty Images

QAnon influencers targeted Lil Nas X over his ‘Satan Shoes’ and music video featuring the devil

QAnon influencers are outraged over Lil Nas X’s “Satan Shoes” and new music video. 

Rachel Greenspan wrote that the far-right conspiracy theory is taking cues from right-wing influencers and pundits.

The QAnon connection comes as no surprise, as believers accuse their enemies of being Satanists.

Read the full post here.

More on digital culture: 

  • NikkieTutorials said she was attacked and assaulted for being trans in an emotional TikTok challenge video

  • A woman who appeared in a David Dobrik vlog apologized for ‘making light’ of sexual assault in a 2017 video with Durte Dom

  • Who is the Vlog Squad? Here are all of the current and former members of David Dobrik’s YouTube group 

SOPA Images/Getty Images

Here’s what else we’re reading: 

  • People are dragging influencers for their barely-there masks (Lauren Strapagiel, from BuzzFeed)

  • Addison Rae preformed TikTok dances on Jimmy Fallon and didn’t credit the original Black creators (Adrienne Sheares, from Adweek) 

  • Facebook shorted video creators thousands of dollars in ad revenue (Ashley Carman, from The Verge)

  • A Japanese fruit has built a cult following with the help of Instagram influencers (Danielle Wiener-Bronner, from CNN Business)

Subscribe to the newsletter here. 

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