NEWSLETTER 062 SUMMARY

Welcome to a summary of the Fourth Floor newsletter, your weekly feed of the biggest news, developments, insights, and analysis from the ever-evolving world of influencer marketing.

Author: Scott Guthrie | #062 | 29 June 2022

Popchew: turning creators into food brands

Popchew is a startup built to help creators launch their own food brands. Their premise: to empower creators to take control over things like branding, menu ideas, and marketing. Popchew then handles all of the food and logistics. The idea is to create a paint-by-numbers process for scaling creator-fronted brands, providing yet another avenue for diversified revenue streams.

Partnerships tend to come through agents like CAA, according to ModernRetail. Typically, Popchew works with creators with a minimum of…

A creator winter or a click-bait headline?

This week an army of Insider journalists contacted 40 creator-industry insiders - 26 creators and 14 talent managers. Just over half of those asked (21) provided examples of recent cutbacks from brands. Brands are canceling campaigns and delaying payments to creators. Affiliate commissions are down too, according to the article.

Dig a little deeper into the story, though, beyond the headline and bulleted subheaders, and you’ll find…

Other stories in the Influencer Marketing section explore the subjects of Chinese brand livestreams, a 7-year-old Indian influencer, and poisoned Creator gifts.

NGL: the anonymous messaging app for Instagram

You can now allow your Instagram followers to send you anonymous questions and messages via NGL, an anonymous messaging app.

Why would you do that? Well the people behind NGL “believe anonymity should be a fun yet safe place to express your feelings and opinions without shame”.

Doesn’t this mark open season for trolls? Apparently not. The app says…

Meta’s prototype VR headsets

Meta’s Reality Labs have shown new prototypes in its march toward the delivery of lightweight, hyper-realistic virtual reality. The headsets are…

Other stories in the Social Platforms section explore the subjects of TikTok user data and Instagram’s Creator Marketplace.

→ Five of the biggest TikTok vids by plays.

Cannes, VidCon and Ad industry growing at 9.9%

Last week’s Cannes Festival of Creativity, and Anaheim’s VidCon, both offered respite from talk of geo-political and economic headwinds.

Advertising budgets are often among the first to be scaled back during downturns. This didn’t faze those aboard the mega yachts or glowing from the Big-Tech-sponsored private beaches along La Croisette. Perhaps they’d received advanced copies of the PwC Outlook. According to the report, marketers will keep spending…

Read the full Scott Guthrie column every week in the Fourth Floor newsletter.