Thursday, September 19

Top Creator News, Stories & Tips

Author

Paul Boulet
September 19, 2024

Hey, marketers & entrepreneurs,

A warm welcome to our 252 new subscribers. You’re joining a growing community of 16 125 active readers.

This week you’ll learn about:

What makes an influencer ad a GOOD ad, how Expedia attracts travelers with influencers, MrBeast and Logan Paul’s new venture, and how influencers are taking over Fashion Week.

But also...

I’m sharing top 5 NEW UGC creators on the Click Marketplace!

Want the latest updates? Keep scrolling!

Here’s what’s inside this edition 👇

🗓️ This week’s recap:

And more...

  Estimated read time: 2 minutes or less

📰 Social Snapshot

😮 Meta is working on bringing Instagram's comments to Threads 

🔞 Instagram to automatically put teens into private accounts

🤝 YouTube wants creators to share the hype

📩 Snap unveils a range of updates at annual partner summit

✍️ WhatsApp Status updates is becoming more like Instagram

📊 Did you know?

54% of Gen Z use TikTok Shop to find gifts

(Smallbizztrends, 2024)

🤳 UGC Creators

Looking to create UGC for your brand?

Here’s our top newest creators available on our marketplace:

Natascha L.,📍Germany

Natascha is a UGC creator from Germany whose passion is traveling, good food, blogging and photography. She has already visited 78 countries and still counting!

Gemma E.,📍UK

Gemma is a UGC content creator based in Yorkshire. She focuses on aesthetic interior and home decor content.

Lesly L.,📍US

Lesly is a UGC creator based in Minnesota. She produces colourful fashion, beauty, decor and food content for other brands.

Shaniyah O.,📍US

Shaniyah is an Instagram creator and influencer who produces content that converts for 4+ years. She focuses on beauty and fashion.

Jamie H., 📍US

Jamie is a UGC content creator based in Beaverton. She creates aesthetic content around beauty and lifestyle.

Use our UGC Marketplace to connect with +1,000 creators for less than $100 per content.

⭐️ What makes an influencer ad truly effective?

2 Beauty Brands, 2 Influencers, 1 Key Difference

Charli D’Amelio for Garnier and Kika Gomes for Kérastase — two big names, two different approaches. 

A few days ago, I came across two influencer campaigns.

The first? TikTok Queen, Charli D’Amelio for Garnier 👇

The second? Portuguese model Kika Gomes for Kérastase👇

Both are impressive profiles:

  1. Kika Gomes: 

    👆894K followers

    👆26% eng. rate

    👆Audience: 71% female, age 25-34

  2. Charli D’Amelio:

    👆43M followers

    👆0.84% eng. rate

    👆Audience: 71% female, age 18-24

Same target audience. Same industry.

But I’ve noticed one critical difference between these ads: content type.

Keep reading, as this comparison might change how you see influencer marketing.

Kika’s post was just a photo carousel, while Charli filmed a video.

But why does it matter?

🔹 Impact on Engagement  

Videos can get up to 38% more engagement than photos.

And with Instagram’s algorithm favoring video content, they’re much more likely to perform better. 

Kika’s carousel?

Easier to scroll past.

🔹 User Experience 

Videos are interactive and visually stimulating. 

A single image, even from a top influencer, feels flat and easy to miss in the fast-paced scroll.  

Charli’s video? It grabs attention and holds it.

🔹 Ad Labeling 

Kika’s photo ad had the glaring “ad” label front and center.

This can make it feel overly commercial.

Research shows that 63% of users skip ads when they realize it’s promotional.  

Charli’s video, though tagged as a “collaborative post,” felt less intrusive and more authentic.

🔹 Brand Representation  

Highly polished photos feel distant and artificial.

Kika’s ad lacked storytelling and connection to the product.  

Charli’s video, on the other hand, felt personal—her own experience with the brand came through, making it more relatable.

To be fair, I don’t know the exact goals of these campaigns.

Kika’s post received 75K likes, compared to Charli’s 33K.

However, Charli’s reel reached over 800K views — likely giving her far greater reach overall.

But Charli’s partnership might have cost 10x more, which means her cost per reach could be much higher.

So, aside from content type,

Another takeaway is:

Always focus on your KPIs!

More likes don’t necessarily mean a more successful campaign.

🔔 Top Creator Stories

Expedia partners with influencers

Expedia's new Travel Shops connects customers with influencers, who promote and monetize curated travel recommendations.

It allows easy bookings from social media-inspired content.

MrBeast and Logan Paul launch a new brand

MrBeast, Logan Paul, and KSI launched "Lunchlys," a healthier Lunchables knockoff featuring their branded products.

Despite the health claims, influencers are criticized for exploiting their young fanbase for profit.

Will this be the first Influencer election?

For the first time, influencers were given formal roles at the Republican and Democratic conventions in the 2024 U.S. election.

Both parties are using influencers to reach younger, disengaged voters and counter the disinformation.

Influencers are taking over Fashion Week

Brands increasingly collaborated with creators for backstage interviews and unique content to boost engagement and visibility.

Brands are shifting from traditional influencers to creators who offer in-depth and authentic content, aiming to stand out in a saturated market.

What did you think of today's insight?

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Need Help With Influencers?

Looking to scale your influencer marketing program? Click Analytic can assist:

🔍 Find the perfect creators for your brand

📩 Mass contact and onboard over 100 creators per month

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And access our UGC Marketplace (post a project to +1,000 creators)

Want to learn more? Book a call with our team here

See you next week!