NEWSLETTER 068 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 | #068 | 12 August 2022
Kidfluencers and their sharents
A long and important CNET article written by Katie Collins explores the risks to kid influencers, often at the hands of their over-sharing parents - or sharents. Collins describes an industry absent guardrails. Whether you work with child creators or not, it will become important to get a handle on where this area of our industry is coming under increasing scrutiny. More in this week’s column, below.
Drew Afualo fights misogyny on TikTok… with her laugh
TikTok star Drew Afualo lambasts the posters of racist, fatphobic, misogynistic content by roasting the culprits. Watch her in action here. Afualo uses the trolls’ own tactics against them, often driving her targets to delete the offending videos or their entire accounts once the spotlight is on them. Bloomberg has more on the story…
Other stories in the Influencer Marketing section include:
- Triller’s blacksploitation
- Detoure: the store giving creators’ gifted clothes a second life
- Can influencers ever take time off?
Standing to attention: How TikTok tops stats in the attention economy
TikTok has published a smorgasbord of facts and figures underscoring the place of the short-form video app in the attention economy.
Influencer marketing spend on Instagram triple that of TikTok
Influencer marketing spend on Instagram could near-triple that spent on TikTok, says an Insider Intelligence study reported in Ad Age. In the US this year, marketers spent $2.23 billion on Instagram influencer marketing, compared to $774.8 million on TikTok. In terms of the other major platforms…
More stories from the Social Platforms section every week:
Global crackdown on kidfluencers
Marketers need to get on the front foot, as legislators around the world are set to tighten laws on kid influencers. We’re yet to hear the UK government’s formal response to the DCMS select committee’s report on Influencer Culture. However, the report urged government to urgently address the gap in UK child labour and performance regulation that, argued the committee, is leaving child influencers without protection. The cross-party committee report says new legislation should include provisions on working hours and conditions, mandate the protection of the child’s earnings, ensure a right to erasure, and bring the child’s labour arrangements under the oversight of…
Read the full Scott Guthrie column every week in the Fourth Floor newsletter.