Thursday, October 3rd

Top Creator News, Stories & Tips

Paul Boulet
October 03, 2024

Hey, marketers & entrepreneurs,

A warm welcome to our 294 new subscribers. You’re joining a growing community of 17,365 active readers.

This week you’ll learn about:

How Tarte Cosmetics launched the WORST gifting campaign of 2024 and what to learn from it.

What are Flip Stories, the new TikTok feature?

How does Simon target Gen Z with influencers? And Charli D’Amelio goes to Broadway?!

But also...

I’m sharing a list of TOP fashion creators in September!

Want the latest updates? Keep scrolling!

Here’s what’s inside this edition 👇

How to NOT work with influencers — Tarte’s example
TOP fashion creators in September
Simon targets Gen Z with influencer campaign
Charli D'Amelio heads to Broadway!
- TikTok introduces Flip Stories
- Creator To Watch: Cass DiMicco

And more..

Estimated read time: 3 minutes or less

📊 Did you know?

In 2023, OnlyFans recorded $6.63 billion in creator payouts (29% revenue growth).

(Subscription Insider, 2024)

🤦‍♂️ How to NOT work with influencers — Tarte’s example

Tarte Cosmetics found itself at the centre of the TikTok controversy AGAIN last week.

They sent out PR packages with drastically different gifts to influencers.

While some influencers flaunted $700 Hermès bracelets, others unboxed cheap jewellery 🫣

For ex. → beauty star Halley Kate excitedly showcased her luxurious Hermès bracelets along with Tarte products.

However, creators like Paloma Sanchez and Ken Eurich opened their boxes to find less extravagant gifts… One package even contained a single hoop earring, with its pair missing!

The worst part? It’s not the first time Tarte has been accused of discrimination…

But they’re not learning from their mistakes 🤷‍♂️

Well, let us do it then!

Let’s dive into what happened and what brands can learn from Tarte’s missteps:

@dumbrblnd
Oh so theyre picking favorites 😪

❌ Unmatched expectations

Tarte’s gifting strategy isn’t new—they’ve previously sent influencers luxury items like iPads—but this time, the backlash overshadowed the products.

What went wrong?

According to Julianne Fraser, CEO of Dialogue New York, the core issue was Tarte’s failure to explain why certain influencers received high-end gifts while others didn’t.

💡The lesson for brands: Transparency is key when running gifting campaigns. Influencers should feel special, not confused or overlooked.

❌ Unequal treatment

It’s not the first time creators have accused Tarte of unequal treatment.

In 2023, Tarte hosted lavish influencer trips but faced backlash.

Complaints arose about disparities in accommodations and perks between white and BIPOC influencers.

💡 The lesson for brands: If you want to partner with creators and boost your brand's visibility, treat them equally.

Remember: nothing goes unnoticed on social media.

The best brands embrace inclusivity.

Ignoring diversity risks damaging trust and alienating audiences.

❌ No personalisation

Tarte invested in expensive jewellery.

But their major mistake?

They did not think about a personalized gifting plan...

💡 The lesson for brands: Brands should FIRST focus on relationship-building when planning influencer campaigns.

Instead of sorting influencers by arbitrary metrics like follower count, brands should personalize their gifts based on the influencer’s connection with the brand and how engaged they are.

My takeaway: Influencer gifting remains a powerful tool for brands that generates viral moments and can drive massive sales. BUT!

→ In today’s saturated influencer space, standing out requires more than expensive gifts.

Brands should focus on creative experiences that resonate with influencers on a personal level.

Whether it’s a luxury bracelet or a unique, thoughtfully curated package, the key is to make influencers feel valued and excited to share their experience.

For ex. Gisou did that perfectly with their Mini Fridge package, generating hundreds of mentions on TikTok: