Thursday, August 8th

Top Creator News, Stories & Tips

Author

Paul Boulet
August 08, 2024

Hey, marketers & entrepreneurs,

A warm welcome to our 107 new subscribers. You’re joining a growing community of 15 570 active readers.

Creator space is buzzing this week:

Olympian becomes a TikTok star; creator accuses Marc Jacobs of stealing from her, Blake Lively’s new venture, and is Nara Smith a revolutionary influencer?

But also…

I'm breaking down Kylie Cosmetics x Crumbl cookies collab👇

Curious? Scroll down!

🗓️ This week’s recap:

And more...

  Estimated read time: 2 minutes or less

📊 Did you know?

The number of UGC creators is up 93% year over year.

( Collabstr, 2024)

🥇 Campaign of the week

Kylie Cosmetics x Crumbl Cookies

Many things can be learned from this campaign…

But the one KEY question is…

How did they achieve over 91M views on a single campaign?

Here’s what you can learn:

@gaymanwithaspraytan

#KylieCosmetics X #CrumblCookie @Kylie Cosmetics @Kylie Jenner @Crumbl Cookies #kyliejenner

Let’s start with - Why a partnership with Crumbl Cookies??

It’s a food brand vs. a beauty brand…

Well, It’s all linked to the audience.

On Instagram, both companies share a similar audience:

  • +80% female audience

  • +65% between 18-34 years old

  • +20% of Crumbl’s audience is interested in Beauty content.

But the MOST surprising?

Crumbl Cookies shares 25% of its Instagram audience with Kylie herself 🤯

Plus, 3% of Crumbl’s followers also follow Kylie Cosmetics.

Now - does this partnership make sense? YES - it does.

💡 Quick Tips: If you are running influencer campaigns, do your homework.

And the promotion? Simply chef’s kiss 🤌

Let’s study how it worked:

  1. Pre-launch: Kylie kicked things off by sharing a video of herself trying the cookies with a friend.

    The result?

    41M views and 1.5M likes —

    +8M more views than her average!

  2. Next, Kylie announced the collaboration with an Instagram post.

    It garnered 2.1M likes!

  3. Both Kylie and Crumbl kept the buzz going with TikTok posts.

    And amassed around 30M views collectively!

  4. As a cherry on top, Kylie Cosmetics sent out exclusive boxes to influencers.

    Influencers flooded their feeds with reactions to the cookies and new Kylie products, sparking massive hype.

    Kylie’s strategy of involving both macro and micro-influencers led to over 20M views on TikTok.

Now, the excitement around the Crumbl collab has people lining up outside Kylie stores! 🥳

The brilliance of marketing lies in finding the perfect partnership, and this one proves that sometimes, the best matches are the most unexpected 😉

📰 Social Snapshot

🥲 TikTok shuts down its reward program in Europe

🥳 TikTok launches App Center to connect SMBs with helpful tools

 🧐 Meta removes the ability to use detailed targeting exclusions

🎥 Instagram shares tips on how to maximize your Live Streams

💸 X Continues to develop X payments option

🔔 Top Creator Stories

From Olympian to a TikTok star

Norwegian swimmer Henrik Christiansen went viral because TikToks featuring chocolate muffins have captured the Olympic Village’s attention.

Creator accuses Marc Jacobs of stealing her idea

Major brands like Marc Jacobs are being accused of stealing ideas from TikTok creators, igniting a heated debate over content rights 🤯

Blake Lively launches a haircare line

Blake Lively’s new haircare line dropped on August 4, and it’s making waves by ditching conditioner entirely.

Is this a revolutionary move or a risky misstep?

Is Nara Smith the next big influencer?

Despite the Marc Jacobs plagiarism controversy, Nara Smith is turning heads.

With an MIV of $948K on TikTok and $277K on Instagram, can her unique approach redefine brand collaborations?

🌟 Creators To Watch

This week, I found the real Emily in Paris…

But her name is Amanda.

Amanda Rollins, also known as AmericanFille

She quit her job in Boston to move to Paris

Now she is not only a blogger but also a Brand Strategist.

She has a blog, a YouTube channel…

+1M followers on TikTok…

+209k followers on Instagram…

But here’s the most impressive.

Amanda grew by 59% on Instagram in the last 6 months

With a crazy eng. rate of 9.39%

And avg. Reels views of 668k 🫨

And on TikTok, she got videos that reached +59M views!!!

Recently, she also partnered with Typology (beauty space), Uber, O’Tacos (food), Horizn Studios (fashion) and more.

Bref, she is a lifestyle Influencer like Emily in Paris.

And Amanda also got the award of the Best France Education Influencer in 2024.

Definitely a creator to watch…

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See you next week!