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<ul><li>Followers can sue influencers for lying about liking a product under the Consumer Protection Act 2019.</li><li>Most online influencers in India do not reveal if they’re genuinely endorsing a product or if they’ve been paid to say nice things about it, even if it’s not true constituting ‘misleading advertisement’.</li><li>The fine can go as high as ₹10 lakh. </li><li>A Buzzoka survey finds that it’s not the brands of the influencers at fault, but influencer agencies who don’t wish for influencers to reveal whether or not they’re being paid. </li></ul>It’s not uncommon to see social media ‘influencers’ flaunt their latest purchases or talk about their favourite brands, online. In fact, it’s an integral part of being an influencer — mostly because fans believe the feedback is honest. If it’s not, followers are fully within their rights to sue the influencer under the Consumer Protection Act 2019. Fines for misleading advertising can go up to ₹10 lakh for the first offence. Repeat offenders can be charged up to ₹50 lakh. The reality is that a lot of influencers out there are raking in the big bucks, but they’re not necessarily disclosing that they were paid to endorse a particular product. To make matters worse, there’s nobody is standing at the gates to point out when it’s an ad and when it’s not. So, a particular ‘anecdote’ about comfy slippers might actually be a paid-for advertisement but followers would be none the wiser. Last month, two Bollywood actors — Govinda and Jackie Shroff were fined by a court for endorsing <a href="https://www.businessinsider.in/india/news/it-took-5-years-to-fine-jackie-shroff-and-govinda-for-endorsing-product-with-fake-promises-during-which-infomercials-in-india-doubled/articleshow/72217254.cms">products as a part </a>of infommercials which too traverse the <a href="https://www.businessinsider.in/india/news/it-took-5-years-to-fine-jackie-shroff-and-govinda-for-endorsing-product-with-fake-promises-during-which-infomercials-in-india-doubled/articleshow/72217254.cms">invisible line between truth </a>and fiction. Social media influencers have a wider reach and a deeper trust factor. When can you sue an influencer? Disclosure is one way to ensure transparency. Not telling a person that an ad is an ad isn’t technically wrong if you actually and genuinely believe in a product. The problem is when influencers intentionally lie or mislead their followers about how ‘awesome’ a new lipstick is when it’s actually not. Falsifying a product’s description, giving fake guarantees or deliberating keeping pertinent information from users is against the law if a person is being paid to do it — it falls under ‘misleading advertisements’, according to <a href="http://www.mondaq.com/article.asp?articleid=877176&amp;email_access=on">LexRidge Partners, Advocates and Solicitors.</a> It’s an especially grave concern in <keyword id="2540701" type="PERSON" weightage="20" keywordseo="Influencer-marketing">influencer marketing</keyword> because the relationship between the influencer and the followers has a lot to do with trust. The <keyword id="8484407" type="UNKNOWN" weightage="20" keywordseo="most-popular-influencers">most popular influencers</keyword> have their platforms because, at one point or another, they have ‘called it like they see it’ — reinforcing a level of honesty. Keep in mind that the influencer market isn’t restricted to make-up products and gadgets, even political parties — the most prominent of which is the BJP — uses influencers to power their brand, according to Buzzoka’s <a href="https://www.businessinsider.in/advertising/brands/article/top-three-social-media-platforms-to-be-used-for-influencer-marketing-in-2020/articleshow/72867621.cms">Influencer Marketing Outlook 2020</a>. The middle-man The fault does not lie solely on the influencer’s shoulders. And, contrary to popular belief, the brands aren’t entirely to blame either. Between an influencer and the brand, there’s usually a middle man — the influencer marketing agency. They are the ones that don’t want to disclose that an ad is an ad. This is true even if the brand and the influencer don’t have a problem with it, according to Buzzoka’s report. It’s because marketers see ‘word of mouth’ as one of the key reasons behind an influencer’s popularity. And, there’s no avoiding them. Brands believe influencer agencies to be the key link between markets and influencers. Moreover, influencers also believe that these agencies are the best way to get more deals under their wing. The bittersweet taste of success Currently, India’s influencer market stands at $75-150 million, according to AdLift, a digital marketing agency. And, it’s expected to increase as India’s data prices remain one of the cheapest in the world. At the same time, brands progressively believe that influencers are compromising on the authenticity of their content by signing up for too much simultaneously. Most agree that stringent rules need to be in place to control content association as per Buzzoka’s report. And it may well be. The Advertising Standards Council of India (<a href="https://www.livemint.com/industry/media/promoting-brands-on-social-media-the-ad-regulator-is-watching-11570556510818.html">ASCI</a>) is working new guidelines that will ensure that social media influencers have to disclose if they’re promoting a product. See also: <a href="https://www.businessinsider.in/careers/news/splitsvilla-11-winner-gaurav-alugh-became-an-instagram-influencer-from-a-marketing-consultant/articleshow/71918546.cms">A marketing consultant turned reality show star is now minting money on the internet</a> <a href="https://www.businessinsider.in/advertising/ad-tech/article/why-removing-instagram-likes-is-a-blessing-in-disguise-for-the-industry/articleshow/72770657.cms">Why removing Instagram likes is a blessing in disguise for the industry</a> <a href="https://www.businessinsider.in/business/news/a-pilot-and-instagram-influencer-with-nearly-half-a-million-followers-reveals-7-secrets-most-people-dont-know-about-the-job/articleshow/71986201.cms">A pilot and Instagram influencer with nearly half a million followers reveals 7 secrets most people don't know about the job</a> <a href="https://www.businessinsider.in/policy/news/an-instagram-influencer-was-sentenced-to-14-years-in-prison-after-a-crazy-plot-that-involved-holding-someone-up-at-gunpoint-for-a-domain-name/articleshow/72457351.cms">An Instagram influencer was sentenced to 14 years in prison after a crazy plot that involved holding someone up at gunpoint for a domain name</a>

YouTube and TikTok influencers beware — you can be sued up to ₹10 lakh for misleading your followers

Hi and welcome to the <keyword id="35666" type="COMPANY" weightage="100" keywordseo="advertising">Advertising</keyword> Insider, weekly edition. I'm Lucia Moses, deputy editor. To get this in your inbox daily, <a href="http://newsletter.businessinsider.com/join/4np/advertising-insider?">click here.</a>This week: <keyword id="3381776" type="PERSON" weightage="60" keywordseo="Ad-Fraud">Ad fraud</keyword> won't go away, the influencer metrics that matter, and agencies announce diversity steps. <a href="https://www.businessinsider.com/ad-fraud-operation-called-hydra-is-stealing-millions-from-advertisers-2020-7"></a><h2>Ad fraud's newest targets</h2>Online ad companies are trying to stamp out <a href="https://www.businessinsider.com/ad-fraud-operation-called-hydra-is-stealing-millions-from-advertisers-2020-7">a new ad fraud scheme</a>, and its existence shows 130 million things wrong with the digital ad industry. Well, maybe I exaggerate. But that's the amount that Hydra, as it's called, is estimated to be costing advertisers.In a nutshell, <a href="https://www.businessinsider.com/ad-fraud-operation-called-hydra-is-stealing-millions-from-advertisers-2020-7">Hydra creates fake app traffic,</a> defrauding marketers whose ads never get seen by actual humans. Experts agree it's more sophisticated than past ad fraud operations because the impressions are being sold through many networks, which makes it easy to escape detection.The online ad industry never seems to be rid of fraud. A few reasons experts tell me this is the case:<ul><li>It's where the money is ($333 billion, to be exact). As much as ad companies throw resources at the problem, fraudsters keep one-upping them.</li><li>The total amounts of fraud operations sound impressive, but its impact on individual advertisers is easier to ignore. </li><li>It's hard to get online ad companies to do the coordination needed to take down fraudsters. While other industries like banking have established threat-sharing systems, online ad companies aren't crazy about revealing vulnerabilities to competitors.</li><li>It's not in marketers' interest to focus on it. Considering the average CMO tenure is <a href="https://www.wsj.com/articles/average-tenure-of-cmo-slips-to-43-months-11559767605">getting shorter</a>, they have <a href="https://www.businessinsider.com/chief-marketer-discusses-facebook-advertising-boycott-2020-6">bigger, more visible fish to fry</a>. Other than <a href="https://www.businessinsider.com/uber-sues-fetch-media-over-allegedly-fraudulent-ads-and-clicks-2017-9">Uber suing its agency in 2017</a> for allegedly running fraudulent ads, when was the last time you heard of a marketer taking action on fraud?</li></ul><h3>Read more: <a href="https://www.businessinsider.com/ad-fraud-operation-called-hydra-is-stealing-millions-from-advertisers-2020-7">Inside Google and others' struggle to stop an advertising-fraud scheme that's skimming $130 million from the industry</a></h3><h2><a href="https://www.businessinsider.com/influencer-metics-performance-data-explained-for-influencers-brands-2020-7"><div type="image" title="Ariana Offray - Dunkin campaign - Micro influencer" height="809" width="1079" msid="77241031" hostid="261"></div></a></h2><h2>The metrics that matter in <keyword id="2540701" type="PERSON" weightage="60" keywordseo="Influencer-marketing">influencer marketing</keyword></h2>With the pandemic cutting into ad spending, brands that are still spending want to know they're getting results, and influencer marketing campaigns are no exception. With all the attention on fake followers, brands are paying less attention to the number of followers, and holding influencers to higher scrutiny, Amanda Perelli and Sydney Bradley report. In other words, goodbye reach, hello "super likes."<h3>Read more: <a href="https://www.businessinsider.com/influencer-metics-performance-data-explained-for-influencers-brands-2020-7">The Instagram metrics that brands are using in 2020 to decide whether to hire an influencer and to measure campaign performance</a></h3><h2><a href="https://www.businessinsider.com/omnicom-releases-us-diversity-numbers-action-plan-2020-7"><div type="image" title="John Wren Omnicom" height="682" width="909" msid="77241032" hostid="261"></div></a></h2><h2>Ad agencies announce diversity steps</h2>Protests against racism and police brutality have Corporate America examining their past diversity efforts and asking why they've fallen short. <keyword id="1015861" type="PERSON" weightage="60" keywordseo="advertising-agencies">Advertising agencies</keyword>, which determine so much about how people see the world, <a href="https://www.businessinsider.com/the-ad-industry-has-a-longstanding-diversity-and-transparency-problem-2020-6">have a particularly bad record.</a> In 2006, the top five holding companies had to be dragged into committing to change after the New York City Commission on Human Rights called out their poor history in minority hiring.Now, changes are afoot.<a href="https://www.businessinsider.com/omnicom-releases-us-diversity-numbers-action-plan-2020-7">Omnicom committed</a> to expanding its employee-resource group, its diversity and inclusion leadership team and work with a larger number of related nonprofits, and requiring unconscious-bias training for all employees. <a href="https://www.businessinsider.com/havas-releases-us-diversity-report-will-increase-black-representation-2020-7">Havas said</a> it would track its diversity numbers each quarter and publicize them annually, diversify its internship program, rethink its recruiting processes, and require executive training, among other steps.It's just the beginning, but as one industry critic said of <keyword id="498769" type="PERSON" weightage="60" keywordseo="Havas">Havas</keyword>, it's an "incredible start."Read further:<ul><li><a href="https://www.businessinsider.com/omnicom-releases-us-diversity-numbers-action-plan-2020-7">Ad giant Omnicom releases diversity numbers showing 5.5% of US staff is Black — read the internal memo outlining CEO's 8-step action plan</a></li><li><a href="https://www.businessinsider.com/havas-releases-us-diversity-report-will-increase-black-representation-2020-7">Fewer than 3% of US executives at ad giant Havas are Black. Read the deck outlining its ambitious plan to increase diversity.</a></li></ul>Other stories you should check out in <keyword id="6354777" type="COMPANY" weightage="60" keywordseo="Media">media</keyword>, advertising, and beyond:<ul><li><a href="https://www.businessinsider.com/top-media-startups-focused-on-youtube-instagram-tiktok-creators-vcs-2020-7">VCs pick 6 hot media startups to watch this year that are focused on YouTube, Instagram, and TikTok creators</a></li><li><a href="https://www.businessinsider.com/ubisoft-faces-new-allegations-of-sexual-harassment-and-toxic-culture-2020-7">Current and former staff at gaming giant Ubisoft make new allegations of sexual harassment and HR failures, warning senior staff exits won't alter 'deep-rooted, toxic' culture</a></li><li><a href="https://www.businessinsider.com/how-much-money-youtube-stars-make-per-month-creator-income-2020-5">9 YouTube creators break down their exact monthly incomes from the platform — from under $600 to over $140,000</a></li><li><a href="https://www.businessinsider.com/amazon-vesta-home-robot-considering-1000-price-tag-2020-7">Amazon wants to put a waist-high robot in your home. The secretive project's facing high staff turnover, doubts over a $1,000 price tag, and visits from Jeff Bezos.</a></li><li><a href="https://www.businessinsider.com/mcdonalds-to-permanently-close-200-locations-in-us-2020-7">McDonalds is permanently closing 200 locations across the US as it reports lowest quarterly profits in 13 years</a></li><li><a href="https://www.businessinsider.com/businesses-followed-rich-new-yorkers-to-hamptons-pandemic-2020-7">How the Hamptons got even bougier in summer 2020</a></li></ul>Thanks for reading, and see you next week!— Lucia

Online ad fraud isn't going away, and advertisers themselves may be part of the problem

Welcome to our new E-Commerce Insider newsletter, a morning email with the top news and analysis on the e-commerce industry, produced by <a href="https://intelligence.businessinsider.com/">BI Intelligence</a>. 
Click <a href="http://e.businessinsider.com/join/ci/biiecommerceform">here</a> to sign up for E-Commerce Insider today, and <a href="http://e.businessinsider.com/join/ci/biiecommerceform">receive it every morning in your inbox</a>. 

GOOGLE TO TRACK IN-STORE PURCHASES: Google wants to know whether its search ads are driving in-store sales, so it's testing a campaign that will track how Internet users spend their money at bricks-and-mortar retailers. To do this, Google is partnering with data brokers, such as Acxiom and DataLogix, which will help the Internet giant match in-store customers with Internet users who are clicking on its search ads (thanks to the data brokers' access to loyalty program offline purchase-tracking). Facebook has been partnering with data brokers since 2012 to conduct the same type of tracking, but Google's campaign will be on a much larger scale. Retailers love using search ads because it allows them to target consumers who are already looking for something in particular. Google wants to show that those search ads are driving people to make purchases in stores, not just online. (<a href="http://online.wsj.com/news/articles/SB10001424052702303847804579479672289163220?mod=WSJ_hp_RightTopStories&amp;mg=reno64-wsj">Wall Street Journal</a>)
QUOTE OF THE DAY: "People are spending most of their time online, but the vast majority of their consumption still happens offline. So tying those two things together is critical. That's why more and more online marketing channels are opening up to offline transaction data." - <a href="http://blogs.wsj.com/digits/2014/04/14/how-acxiom-ties-online-ads-to-purchases-in-stores/?utm_content=bufferf1531&amp;utm_medium=social&amp;utm_source=twitter.com&amp;utm_campaign=buffer">Eric Stein, executive vice president of marketing intelligence agency Epsilon</a>. 
ONLINE RETAILERS IN THE UK POST STRONG START TO THE YEAR: Online retailers in the UK saw first quarter sales up 17% year-over-year to $38.7 billion, their strongest start to the year since 2011. The growth was a result of online shopping becoming "a larger part of our everyday lives," according to tech consultancy Capgemini and UK retail association Interactive Media In Retail Group (IMRG). UK consumers are making larger, and more frequent purchases online. (<a href="http://imrg.org/index.php?catalog=807">IMRG</a>, <a href="http://www.internetretailer.com/2014/04/14/uk-e-retailers-post-strongest-q1-performance-three-years">Internet Retailer</a>)
WELCOME, E-COMMERCE INSIDERS: This is our new newsletter covering all things e-commerce. Please email <a href="mailto:csmith@businessinsider.com">csmith@businessinsider.com</a> with news and tips. Click <a href="http://e.businessinsider.com/join/ci/biiecommerceform">here</a> to sign up for E-Commerce Insider today, and <a href="http://e.businessinsider.com/join/ci/biiecommerceform">receive it every morning in your inbox</a>. 
RETAILERS TO SHARE CYBER THREAT DATA: In the wake of a cyber attack that rocked consumer confidence in Target, U.S. retailers will establish an industry group for collecting and sharing information about possible security threats. The financial services industry, which has a similar group for information-sharing and threat analysis, will help the National Retail Federation with setting up the new task force. Once established, retailers will have a formal forum for discussing potential threats to credit card fraud and information security, as well as collaborate about how to prevent future attacks. (<a href="http://www.reuters.com/article/2014/04/14/us-retail-cybersecurity-idUSBREA3D1GM20140414?feedType=RSS&amp;feedName=technologyNews">Reuters</a>) 
ETSY JUMPS INTO WHOLESALE BUSINESS: Etsy, an online marketplace for handmade and vintage goods, is getting into the wholesale business. Sellers can now take wholesale orders from merchants via Etsy, so that their products can be sold in stores. Etsy will take its standard 3.5% commission on all transactions. The online marketplace has become a popular sales channel for artists and craftsmen to sell directly to consumers, but now with the help of Etsy, they have the potential to see their products sold in thousands of retail stores. (<a href="http://www.nytimes.com/2014/04/15/business/etsy-to-take-on-the-role-of-wholesaler.html?_r=0">New York Times</a>) 
The perception of eBay is that people use it to buy and sell products in an auction-based format. However, a reported 73% of items last year were actually sold at a fixed price. (<a href="http://www.bbc.com/news/business-27018112">BBC</a>)
Storefront, a platform that helps online brands run physical retail operations, has raised $7.3 million in venture funding. Storefront has helped brands such as Google and Indochino open pop-up shops where they can try their hand at selling via bricks-and-mortar stores without committing to a long-term lease. (<a href="http://fashionista.com/2014/04/storefront-raises-7-3-million#awesm=~oBsJ4bLFbx8UuJ">Fashionista</a>)
Here's what else BI Intelligence subscribers are reading …
<a href="https://intelligence.businessinsider.com/globally-cash-transaction-volume-on-payment-cards-is-growing-2014-4">Global Cash Transaction Volume On Payment Cards Is Growing Fast, While The U.S. Stagnates</a>
<a href="https://intelligence.businessinsider.com/heres-why-some-consumers-still-dont-like-using-shopping-apps-2014-4">Here's Why Some Consumers Still Don't Like Using Shopping Apps</a>

Google To Track Offline Retail Sales Influenced By Search Ads

Dear Readers,We're back! Welcome to the first edition of BI's new <keyword id="35666" type="COMPANY" weightage="100" keywordseo="advertising">Advertising</keyword> and Media Insider newsletter. We've replaced our daily digest with a weekly version that publishes every Wednesday and will go deeper into the big stories we've been following. We'll play around with the format, so let me know what you like/don't like at lmoses@businessinsider.com.If you're new to the newsletter, you can <a href="http://newsletter.businessinsider.com/join/4np/advertising-media-weekly&amp;hash=f4e91136c13f3c40c496d77bc7347502">sign up here</a>.Voice is primed take offYou didn't have to be at CES to know that voice is shaping up to be one of the hottest areas for publishers and marketers this year. In a Reuters Institute survey, three quarters of digital publisher respondents said that audio is becoming a more important part of their content and business strategy. <a href="https://www.businessinsider.com/new-york-times-making-bespoke-content-for-amazon-alexa-enabled-devices-2019-1">As we reported</a>, The New York Times recently provided a glimpse of what customized audio content for the devices will look like. The Times is also making money on the platform, with a skill it created for Audi. A lot of publishers have already been repurposing podcasts for voice assistants, but many publishers are building dedicated audio production units and content as well. "We don't want to be road kill," as one publisher confided to me.But voice comes with questions for publishers and marketers. Surveys have mixed results on how much people actually use the devices to pull up news. As with any platform, publishers have to think about the loss of control to the platforms, Amazon and Google, that dominate the market. At least when distributing on search and social networks, there's a possibility of getting traffic back to your site and visual brand recognition. Not so with voice.The financial benefit also is limited since the device manufacturers have, probably wisely, kept them free of ad products. A utilitarian or entertainment approach seems to be the way to go. They also have to consider how their brand "sounds" on the device. <a href="https://www.blog.google/products/news/collaborating-future-audio-news-assistant/">Google has made grants</a> to certain media companies to create content for its voice-activated Assistant, setting the stage for a situation of haves and have-nots in the space and tension between the tech giant and other publishers. It's a trend we'll continue to follow.To read most of the articles here, <a href="https://www.businessinsider.com/category/bi-prime">subscribe to BI Prime</a>, or <a href="https://www.businessinsider.com/subscription/prime-vip">sign up here</a> and enter promo code AD2PRIME2018 for a for a 1-month free trial.--LuciaHere's what else we're reporting:Chief customer experience officers are the new must-have role at CPG companiesEstablished brands are losing share to digitally born companies that have shaken up retailing, in part with great customer experience. Casper, for instance, lets customers try a mattress for 100 days and return it if they don't like it. <a href="https://www.businessinsider.com/legacy-brands-are-responding-to-the-dtc-threat-by-appointing-chief-customer-experience-officers-2019-1">Legacy brands are fighting back</a> by appointing c-suite executives to oversee every touchpoint with the customer. Around 12% of companies in the S&amp;P 500 had chief experience officers, up from 6% three years ago, Forrester estimated. We got a leaked document that shows how Amazon is courting influencersLauren Johnson looked into the online giant's program to get influencers to recommend products on Amazon to their fans on social media <a href="https://www.businessinsider.com/amazon-is-ramping-up-its-influencer-business-2019-1">in exchange for a cut of the sale</a>.Amazon is promoting the program as a way to make easy extra money. But influencers we talked to <a href="https://www.businessinsider.com/how-much-amazon-influencers-make-2019-1">said the money they're making varies widely</a>. Ultimately, Amazon could be the big winner, by taking the data that influencers generate and using it to retarget customers on its own."There's so much data that Amazon can start to build within their advertising ecosystem," said Krishna Subramanian, a cofounder of Captiv8, an influencer marketing firm.Gillette's #MeToo ad<div class="KonaFilter image-container display-table"><div><div class="image on-image"><a href="https://www.youtube.com/watch?v=z2rIgsPlJd0">Gillette</a></div></div></div>Brands act at their own peril when it comes to being part of a cultural moment. When shaving giant Gillette <a href="https://www.businessinsider.com/heres-why-gillette-released-made-its-metoo-ad-2019-1">created an ad addressing the #MeToo movement</a>, it knew there would be a backlash, but it went ahead anyway to reach the next generation of consumers. The one-and-a-half-minute spot refers explicitly to #MeToo stories and calls for men to look inward and be the best versions of themselves.Pay TV's problems are reshaping the cable businessThe third quarter of 2018 was the worst ever for pay TV, with legacy-cable and satellite companies losing more than 1 million subscribers, and it's having a trickle-down effect on small cable operators. <a href="https://www.businessinsider.com/a-telco-analyst-says-cable-companies-will-withdraw-from-the-video-business-2019-1">Wall Street analyst Craig Moffett predicts</a> that, rather than fighting to keep video subscribers, cable operators will withdraw from the business to focus on higher-margin broadband products.Publishers will roll out more paywalls this year, but face increasing resistance from readers<a href="https://www.businessinsider.com/publishers-will-face-resistance-from-consumers-fed-up-with-paywalls-2019-1">Subscriptions are a top priority for media companies this year</a>, with 52% saying it's their main revenue focus, according to a Reuters Institute survey. But scores of publishers put up paywalls and created membership programs last year and people can only manage so many subscriptions. Reuters predicts there even will be a rise in paywall-blocking software.How Sprinklr CEO's plans to survive the mar-tech consolidationThe CEO of the $1.8 billion social media-management platform says 80%-99% of marketing tech firms will go out of business. <a href="https://www.businessinsider.com/sprinklr-ceo-talks-consolidation-2019-revenue-and-ipo-2019-1">Ragy Thomas says</a> his software-as-a-service model positions Sprinklr well. He sees a growing market for social media management as companies use digital channels to support customer service and other departments."We think it's going to go further because customer care is going to come into the fold," he told BI. "If I'm United Airlines and I talk about great customer service that isn't backed up by a real example in my content or messaging strategy, it's not going to be credible."In tech news:<ul><li><a href="https://www.businessinsider.com/ap-netflix-raising-prices-for-58m-us-subscribers-as-costs-rise-2019-1">Netflix is rolling out its biggest price increase ever to US subscribers</a></li><li><a href="https://www.businessinsider.com/rubrik-funding-33-billion-2019-1">What's next for hot data backup startup Rubrik, now valued at $3.3 billion</a></li><li><a href="https://www.businessinsider.com/snaps-infamous-head-of-hr-is-the-latest-executive-to-leave-the-company-2019-1">Snap's 'infamous' head of HR is the latest executive to leave the company</a></li><li><a href="https://www.businessinsider.com/best-concept-mercedes-benz-urbanetic-ces-2019-1">The best consumer concept we saw at CES 2019</a></li></ul>In entertainment news:<ul><li><a href="https://www.businessinsider.com/you-saw-big-spike-in-popularity-on-netflix-season-2-will-be-exclusive-2019-1">Lifetime's creepy TV show 'You' has risen dramatically in popularity since debuting on Netflix, and season 2 will be a Netflix exclusive</a></li><li><a href="https://www.businessinsider.com/netflix-beats-hulu-in-fyre-festival-google-search-interest-2019-1">Netflix and Hulu are releasing competing documentaries on the Fyre Festival, but Netflix is dominating Google search interest</a></li><li><a href="https://www.businessinsider.com/nbcuniversal-shakes-up-ranks-as-it-prepares-to-launch-streaming-service-2019-1">NBCUniversal shakes up leadership as it prepares to launch a streaming service in 2020</a></li></ul>Other good stories from around BI:<ul><li><a href="https://www.businessinsider.com/meet-marina-gross-the-translator-for-the-trump-putin-helsinki-meeting-2018-7?utm_content=buffer05d09&amp;utm_medium=social&amp;utm_source=facebook.com&amp;utm_campaign=buffer-bi">Meet Marina Gross, the interpreter who was the only other American in the room for Trump and Putin's 1-on-1 meeting in Helsinki</a></li><li><a href="https://www.thisisinsider.com/asymmetrical-jeans-are-the-newest-bizarre-denim-trend-2019-1">'Asymmetrical jeans' that have one straight leg and one flared leg are the newest bizarre denim trend, and they'll cost you $375</a></li><li><a href="https://www.businessinsider.in/ford-just-unveiled-the-most-powerful-mustang-ever-to-hit-the-streets/articleshow/67528869.cms">Ford just unveiled the most powerful Mustang ever to hit the streets</a></li></ul> Get the latest Google stock price<a href="http://markets.businessinsider.com/stock/GOOG-Quote"> here.</a> <div class="margin-top"> <h3>NOW WATCH: <a href="https://www.businessinsider.com/disney-world-expensive-middle-class-2018-12">Disney World is getting so expensive that it's pricing out the middle class</a></h3> <div> </div> </div>

The year of voice, Gillette's #MeToo ad, Amazon's influencers

San Francisco, May 28 (IANS) Facebook-owned Instagram is rolling out new tools for creators to make money directly from their content on Live and IGTV by bringing video ads to the platform. To begin with, the ads will only appear when people click to watch IGTV videos from previews in their feed, and the initial round of ads will be vertical videos up to 15 seconds long. Instagram will share at least 55 per cent of the revenue from these ads with creators, which would motivate more influencers to create material for IGTV. "Starting next week, we are introducing ads in IGTV, our long-form video destination. We want to support creators' investment in IGTV by sharing advertising revenue with them," Instagram said in a statement on Wednesday. In addition to ads, Instagram would also roll out 'badges' next month that can be purchased by subscribers from their favorite creators. Badges will appear next to a person's name throughout the live video. "Fans who have purchased badges in Live will stand out in the comments and unlock additional features, including placement on a creator's list of badge holders and access to a special heart," said the company. Badges will roll out to a few countries in the coming months, including the US, the UK, Brazil, Germany, France, Italy, Turkey, Spain and Mexico. --IANS wh/na

Instagram to let influencers earn from ads on IGTV content

<ul><li>The <keyword id="12257603" type="General" weightage="100" keywordseo="whole-truth" source="Orion">Whole Truth</keyword>, a health food brand, has dedicated its marketing efforts to telling the world the truth about its food and busting common food marketing myths to help consumers lead healthier lifestyles.</li><li>The Whole Truth’s latest campaign addresses the issue of misleading influencer marketing.</li><li>Its campaign ‘The Whole Truth Sayers’ is a clarion call to all Honest Influencers who only endorse what they actually use and love. And whose opinions can’t be bought with money.</li><li>As consumers moved to influencers, so did marketing dollars. And for the right price, experts started selling their influence, rather than telling the truth.</li><li>To fix this broken system, TWT has launched The Whole Truth Academy Project where they want ‘real’ influencers to tell the truth about their products. 25 honest influencers will be shortlisted by a jury who will narrate The Whole Truth later in their own ways.</li></ul>Over the last two decades, social media has become a huge part of our lives. After the recent Facebook outage, the world realised how dependent we are on social media platforms. While the six-hour outage only highlighted the tip of the iceberg, it is becoming more and more clear now that social media platforms have become an extended part of our body and existence. Due to this heavy reliance of consumers on digital media, influencer marketing has seen a huge boost and has become an integral marketing tool for advertisers to connect with their audiences on a daily basis. According to GroupM INCA, the <keyword id="11333696" type="General" weightage="20" keywordseo="influencer-marketing-industry" source="Orion">influencer marketing industry</keyword> will be a Rs 900 crore market in India by the end of 2021. So, there’s no doubt that influencers are heavily embedded in consumers’ day-to-day lives and gaining more attention from advertisers by the hour. However, influencer marketing started out with a revolutionary idea. It aimed to alter the celebrity-dominated advertising and marketing industry, create more space for honesty and do away with false, exaggerated claims made in traditional ads. The digital stars wanted to fade out fake reviews, connect with consumers on a personal level and eradicate the ‘holier-than-thou’ attitude in the industry. It was more about a few creative consumers talking to other consumers about brands they love and make marketing a tad accessible. In a short span of time, influencers forgot their mission statement and capitalism took over. The most earnest, honest reviews on the internet can be bought today and only brands with bigger money bags can afford to be portrayed as the most honest brand in the ad world. To debunk this system that has gotten a ‘bit corrupt,’ The Whole Truth’s Co-founder and CEO <keyword id="274057" type="General" weightage="20" keywordseo="shashank-mehta" source="Orion">Shashank Mehta</keyword> has launched a new campaign titled ‘The Whole Truth Sayers.’ He is on the lookout for an honest batch of influencers who could represent his brand, help change the influencer marketing and revert it to its original form. <div type="Youtube" id="4Y_bXd03gpM" title="The Whole Truth of Influencer Marketing" thumbUrl="https://i.ytimg.com/vi/4Y_bXd03gpM/mqdefault.jpg"></div> In a 5-minute long film, Mehta and The Whole Truth team audition a bunch of influencers. Mehta asks, “Will these people promote our brand? Who are these people and why are they famous” And then, sitting across the table, Mehta watches influencers showcase their talent and pitch their ideas. They put more effort into their content for more marketing dollars. In a monologue, he later goes on to talk about how influencer marketing came into play as the answer to inauthentic celebrity marketing but has turned into a marketing gimmick in recent times. For the right price, experts started selling their influence, rather than telling the truth and influencer marketing thus became the problem it was meant to solve. The video is conceptualised by The Whole Truth and Gursimran Khamba’s Lights@27. It is being launched in collaboration with Big Bang Social, an influencer marketing agency, who also resonated with campaign’s problem statement. <cmsannotation type="cmsannotation" annotationid="Behind The Whole Truth and its latest campaign" text="Behind The Whole Truth and its latest campaign">Behind The Whole Truth and its latest campaign</cmsannotation> <div type="Video" msid="86830239" hostid="261" title="Behind The Whole Truth’s latest campaign that aims to reveal the truth behind misleading influencer marketing" dataSource="BUSINESSINSIDER" thumbUrl="https://denmark.timesinternet.in/cmslite/api/app/images.jpg?msid=86830239"></div> It all started when The Whole Truth raised $6 million in a series A round led by Sequoio Capital. After acquiring enough capital to take their marketing to the next level, Mehta realised that there’s a problem with how influencer marketing functions today. “The honest truth behind this campaign is that we wanted to do influencer marketing. We recently raised a round of funding, we had some money in the bank now and we thought we'll do influencer marketing but the more we dived into it, we realised there doesn't seem to be an honest way of doing it. And the current way it was being done, in most places not all, didn't sit well with the brand. So we were caught in a dilemma of either we just walk away from it saying that hey, this is not for us, or we do something about it. And we realised that usually whenever we've taken people behind the scene and shown them the whole truth of anything, they resonate with what we are saying. So, we thought that hey, maybe the way to do influencer marketing for us is first bring out what's going on which it seems like a lot of people resonate with and then mount our own attempt at doing this in an honest, truthful manner on top of this video,” shared Mehta. So, the video is a clarion call to all Honest Influencers who only endorse what they actually use and love. And whose opinions can’t be bought with money or as Mehta calls them, ‘TWT’s Truthsayers.’ With this, The Whole Truth aims to not only highlight the problem, but it is giving out a solution. It has launched a contest, wherein it is inviting influencers to make a fun reel, giving the jury an insider view of the problem. 25 influencers will be shortlisted later by a marketing expert jury consisting of Gursimran Khamba, Varun Duggirala of The Glitch, Vani Gupta Dandia of CherryPeachPlum, to name a few. Later, The Whole Truth will pay for the influencer’s art, hard work and talent - not their opinion. Any equipment fees, production fees, location costs etc, (within a pre-agreed budget) will be taken care of. TWT will not influence the influencer’s opinion or interfere with their art. Neither will they give a brief or push pre-set scripts. Whether the Truth-Sayers choose to make a video or write a blog or make a podcast to introduce The Whole Truth to their followers - the brand will offer complete support. And zero intervention. The process of finding TWT Truthsayers is quite simple. “So we have a two step process, one is we're asking them to apply. The application is a fun thing where we're asking them to make a story or a reel and show us the whole truth of influencer marketing as they see it. And that becomes their participation. Which gets shortlisted to the top 50 people by our panel of judges and we have a very, very respected panel of judges. They will shortlist it down from 50 people to 20-25 eventually we're just going to send them our products and ask them to write us a note about what they liked, what they didn't like right and and whoever falls in love and says that you know I love this brand and these are the 10 reasons why I loved what you did or the only people you work with,” explained Mehta. However, the film is 5-minute long and we all know how infamous millennials and GenZ are for their short attention span, who are all the target group for this campaign. Marketing gurus advise brands to place their product in the first 30 seconds of the advertisement and The Whole Truth’s latest campaign doesn’t follow that thumbrule either. Mehta said that it was a conscious decision to make a long ad. Sharing the reason why, Mehta said, “When we wrote the script, we didn't write it as an ad. That's why you will see that there is very little of the brand. But yeah, it's a it's a long video, given attention spans nowadays. We took that conscious call because we didn't want to make a superficial half-hearted point. We wanted to be do justice to both the problem and at the end, our take on the solution and why we believe things are not the way they should be, etc. And again, the hope is that, when a AIB or TVF come out with a 10-20 minute videos, because the content is so good people do watch through it. So let's see, whether we are thinking too much of our content and people will drop off or will it be engaging and relevant enough for them to watch through -- that's the punt we've taken, but we were very clear that we don't want to do a half-hearted superficial ad-ey job of it was for us, it's not an ad, we're not like promoting a product in this.” Considering that The Whole Truth is calling out an industry for its divergence from an ethical path, there’s a good chance that this campaign will cause a controversy. In today’s time, it doesn’t take much to boycott a brand. Influencers also have a cult following now and there are always some fans who wouldn't watch 'The Whole Truth' and just jump to conclusions by reading a video’s caption or watching an ad for a few seconds with context. Mehta candidly told us that he is worried about this. He said, “It's something that worries us, but we don't know what to do about it. If someone doesn't listen to our whole point of view, and reacts to half baked information, then it does become difficult.” <cmsannotation type="cmsannotation" annotationid="The Whole Truth in the making" text="The Whole Truth in the making">The Whole Truth in the making</cmsannotation> Before launching The Whole Truth, Mehta was working with FMCG giant HUL. He told us that he wanted to launch his own food brand because he has fallen for the lies told by foodbev brands and his body has suffered through enough ups and downs due to the false claims made on food packaging and dishonest FMCG advertisements. So, in The Whole Truth’s maiden campaign, it started by dropping a giant truth bomb about the FMCG industry and its marketing techniques. Titled ‘Our Food is Screwed’ was inspired from The Dollar Shave Club ad and aimed to bust food myths and inconvenient food labelings. <div type="Youtube" id="cT-rTkvhLNo" title="Our Food is Screwed | What Food Companies Don't Want You to Know | #TheWholeTruth" thumbUrl="https://i.ytimg.com/vi/cT-rTkvhLNo/mqdefault.jpg"></div> The Whole Truth was only 9-months-old and everyone was talking about its campaign. It takes a start-up at least a few years of investment rounds to use the right marketing tools to gain popularity and some media coverage. The Whole Truth was quick to rise to fame, thanks to Mehta’s marketing background. So, we asked Mehta, if he were to give a TedTalk on what helped the start-up gain media attention and become a popular consumer brand in a short time, he said, “TedTalk, I’m not sure of, but the one big learning is do something which is purpose driven. I think it speaks to people, when you're doing something for a fundamental reason, which is beyond just money, profit and fame. Like for us, the mission is to bring honesty back to foods. And that mission comes from a very personal plce because I've suffered at the hands of incorrect and dishonest food marketing, I had to go through multiple weight gain and loss cycles when I used to think that switch from that unhealthy cola to this healthy juice or switch from that unhealthy paratha or that my mom makes in the morning to breakfast cereals. And then I realized that actually, the breakfast cereal is much worse than my mom's parathas and, and the juice has the same amount of sugar as that coke does. So, that's betrayal, that feeling of being lied to, no one likes. Hence, the mission comes from deeply personal space. And I think consumers resonate with that -- they can see that these guys are out not to make a quick buck that they're out to change the world in small but meaningful ways. So that would be my big learning. When you do that, consumer love, fame and revenues -- all of that starts falling in place.” Going forward, The Whole Truth will be on the lookout for expansion opportunities. It started as a protein bar and aims to expand into different food and health sub-categories. Mehta has an interesting approach to decide company’s next foray. “Our focus areas are very clear. We intend to go on getting into different food categories where we see that consumers today are being lied to and create a product that lives up to the whole truth philosophy, so for example, till eight, nine months ago, we were only making protein bars, then we launched a range of muesli, peanut butters in another two, three months. We're gonna launch another food category in five months from then we launch another food category. So our mission is simple. We just take different food categories, we check whether currently, most of the brands there are offering 100% clean label food, or are they lying to consumers? And unfortunately, the answer in most turns out to be the latter. And then we start trying to formulate a product that lives up to The Whole Truth philosophy because we don't have any option, we have to declare each and every ingredient on the front of it, so that takes a little while. So that remains the focus not just the next half, but the foreseeable future, too,” told he. Mehta told us that the brand will keep on unearthing the 100% honest truth of anything that touches food or food marketing in the future as well.

The Whole Truth’s latest campaign aims to reveal the truth behind misleading influencer marketing

The 21 ad execs that wield the most power and influence over Facebook

<div class="KonaFilter image-container display-table"><div><div class="image on-image">Michael Seto / Business InsiderFacebook's vice president of global marketing solutions&#xa0;Carolyn Everson</div></div></div>Ever since news of Facebook's most recent scandal involving <a href="http://www.businessinsider.com/facebook-ceo-mark-zuckerberg-responds-to-cambridge-analytica-scandal">Cambridge Analytica</a> broke, its vice president of global marketing solutions Carolyn Everson has spent much of her time putting out fires.Everson has been <a href="http://www.businessinsider.com/advertisers-ask-facebook-did-i-work-with-cambridge-analytica-2018-3">reaching out to the company's many advertisers</a>, helping them understand the ramifications of the crisis, as well as the steps Facebook has taken since it erupted. But there's one group that was notified first and foremost - and wields more influence than anyone else at Facebook.That group is the "Facebook Client Council," a 21-person team comprising marketing heavyweights from both brands and ad agencies who work closely with Facebook executives including Everson to improve its products and help it cater better to the industry's needs. Some prominent members include Proctor &amp; Gamble global marketing chief Marc Pritchard and Unilever chief marketing officer Keith Weed - <a href="http://www.businessinsider.com/no-unilever-is-not-actually-pulling-its-ad-budgets-from-facebook-and-google-2018-2">who publicly vowed to reduce spend on Google and Facebook recently</a> but has been conspicuously silent since the latest blunder came to light.As Facebook comes under fire for its seemingly <a href="http://www.businessinsider.com/the-ad-industry-is-sticking-with-facebook-for-one-simple-reason-2018-3">never-ending string of missteps,</a> and some <a href="http://www.businessinsider.com/mozilla-will-pause-paying-for-ads-on-facebook-because-of-the-cambridge-analytica-scandal-2018-3">advertisers question spending</a> on the platform, the council is armed with more power than ever to push the industry's collective concerns.Here's a list of the council's 21 current members.

<ul class="summary-list"><li><keyword id="819905" type="COMPANY" weightage="60" keywordseo="Instagram">Instagram</keyword> <a href="https://about.instagram.com/blog/announcements/supporting-creators-on-instagram/">announced Wednesday</a> it was rolling out ads to creators' longform <keyword id="6640038" type="UNKNOWN" weightage="60" keywordseo="IGTV">IGTV</keyword> videos, allowing them to monetize these.</li><li>Bloomberg reported Instagram will share with creators 55% of the ad revenue they generate — the same amount YouTube offers with its ad revenue-sharing model.</li><li>This is the first time Instagram is offering creators and <keyword id="1112328" type="PERSON" weightage="60" keywordseo="Influencers">influencers</keyword> a way to profit directly off their videos, a move that may help it compete with video content on YouTube, TikTok, and Snapchat.</li></ul>Instagram will soon provide influencers with a way to make money off of their content by sharing revenue made from video ads.Instagram <a href="https://www.bloomberg.com/news/articles/2020-05-27/instagram-will-help-its-stars-make-more-money-taking-on-youtube?srnd=technology-vp&amp;sref=BWbpWjRmWjRm">announced Wednesday</a> it was rolling out advertisements to IGTV, the feature through which creators can produce long-form videos on the app. The platform is instituting a revenue-sharing model, already long used by YouTube, that gives creators a portion of the money generated off the ads on their videos. Instagram is also mimicking that revenue breakdown: 55% to creators, <a href="https://www.bloomberg.com/news/articles/2020-05-27/instagram-will-help-its-stars-make-more-money-taking-on-youtube?srnd=technology-vp&amp;sref=BWbpWjRmWjRm">Bloomberg reports</a>.In addition to testing IGTV ads, Instagram is also adding the ability for users to gift creators "badges" — akin to a monetary tip — during Instagram Live videos. This sort of feature has previously been available to users on platforms like Twitch.The introduction of a way for influencers to profit directly off of Instagram content — instead of doing so through third-party brand partnerships and sponsored posts — may be part of the Facebook-owned platform's efforts to incentivize creators to stay, rather than leave Instagram for platforms like YouTube and TikTok. Though Instagram's bread-and-butter has historically been the posting and sharing of photos, it seems the platform is amping up the pressure to make its video feature appealing to influencers.Although Instagram Live has seen a <a href="https://www.businessinsider.com/instagram-live-70-percent-increase-social-distancing-psychologist-explains-2020-4">dramatic 70% increase in use</a> since the coronavirus pandemic hit in March, IGTV has not seen such popularity. Since IGTV first launched in 2018 as a vertical video platform, it hasn't caught on nearly as well as Instagram may have hoped. In the 18 months following its June 2018 launch, less than 1% of Instagram's users <a href="https://techcrunch.com/2020/01/18/igtv-button-gone/">downloaded the standalone IGTV app</a>. Instagram also <a href="https://www.digitaltrends.com/social-media/instagram-igtv-tiktok-youtube-2020-analysis/">removed the orange button</a> for the IGTV portal from its app in January after seeing lackluster interest.IGTV hasn't been too popular with influencers thus far, and has been usurped by the popularity of vertical videos on TikTok. But Instagram's sharing of its ad revenue — which was <a href="https://www.bloomberg.com/news/articles/2020-05-27/instagram-will-help-its-stars-make-more-money-taking-on-youtube?srnd=technology-vp&amp;sref=BWbpWjRmWjRm">around $20 billion in 2019</a> — may help to resurge creators' interest in the platform.These two money-making changes will start rolling out the first week in June to "a small group of creators and advertisers" in the US. Instagram didn't provide an explicit timeline for when the features will roll out to all creators, but said in the blog it would "slowly" expand access.Read the original article on <a href="https://www.businessinsider.com/instagram-influencers-monetize-igtv-ads-revenue-sharing-content-creators-badges-2020-5">Business Insider</a>

Instagram will let influencers make money off ads on IGTV content, following in the footsteps of YouTube's revenue-sharing model

<div class="KonaFilter image-container display-table float_right"><div><div class="image"></div></div></div>Hello!Welcome to the <keyword id="35666" type="COMPANY" weightage="100" keywordseo="advertising">Advertising</keyword> and Media Insider newsletter. If you got this email forwarded, sign up for your own <a href="http://newsletter.businessinsider.com/join/4np/advertising-media-weekly&amp;hash=f4e91136c13f3c40c496d77bc7347502">here.</a> Send tips or feedback to me at lmoses@businessinsider.com.First, time's running out to send nominations to my colleague Ashley Rodriguez for a list of top executives leading sports betting. <a href="https://www.businessinsider.com/seeking-nominations-for-power-players-in-the-sports-betting-space-2019-10">Send her your nominations here </a>by Oct. 31.The streaming wars are heating up as AT&amp;T, Disney, and NBCUniversal gear up to take on Netflix. Ashley ran down a list of the people leading the charge at AT&amp;T's HBO Max ahead of its planned spring launch.<a href="https://www.businessinsider.com/meet-power-player-execs-behind-hbo-max-atts-netflix-competitor-2019-10">Meet the 12 power players running HBO Max, AT&amp;T's big bet to take on Netflix and Disney Plus</a>With fake and misleading ads continuing to embroil Facebook, Patrick Coffee ran an experiment to show how even when Facebook does do fact-checking, it's easy to get misleading ads through its filters.<a href="https://www.businessinsider.com/misleading-political-ads-approved-by-facebook-filters-2019-10">We ran misleading politically-themed ads on Facebook to show how easy it is</a>Amid the furor over fake ads, Facebook is currying favor with publishers by paying some of them $3 million a year or more to participate in its new Facebook News section. Here are all the details.<a href="https://www.businessinsider.com/facebook-is-building-a-dedicated-news-tab-for-publishers-2019-6">Facebook is launching a dedicated news tab Friday and will pay some publishers $3 million a year to participate - here's everything we know</a> This latest stab at getting publisher goodwill raises a lot of questions, among them: Will it drive a meaningful audience, given Facebook's mixed track record for getting users to leave the news feed? And will Facebook's payments help publishers wring better terms out of other tech platforms?<a href="https://www.businessinsider.com/publishers-want-to-use-facebook-to-negotiate-with-apple-google-2019-10">Facebook agreed to pay millions to publishers, and now some hope to use it to pressure Apple and Google for better terms</a>Lauren Johnson reported on some big names in media/tech startups including Chris Cunningham and Complex's Rich Antoniello who are investing money in startups - and how they think their approach differs from other VCs.<a href="https://www.businessinsider.com/tech-entrepreneur-chris-cunningham-launches-c2v-capital-partners-2019-10">Entrepreneur Chris Cunningham has recruited media and tech names like Complex's Rich Antoniello and Beeswax's Ari Paparo to raise $10 million to invest in startups</a>And Amanda Perelli found that concerns about fake influencer followers has advertisers looking at metrics like saves and comment sentiment - but that influencers are even finding ways to game those, too. <a href="https://www.businessinsider.com/brands-ask-for-new-instagram-metrics-from-influencers-saves-comments-2019-10">Brands have new ways to measure the success of influencer marketing campaigns now that fake Instagram followers are so easy to buy</a>Here are other great stories from media, marketing, and tech. (You can read most of the articles here<a href="https://newsletter.businessinsider.com/click/17574965.35102/aHR0cHM6Ly93d3cuYnVzaW5lc3NpbnNpZGVyLmNvbS9zdWJzY3JpcHRpb24vcHJpbWUtdmlwP25yX2VtYWlsX3JlZmVyZXI9MSZ1dG1fc291cmNlPVNhaWx0aHJ1JnV0bV9tZWRpdW09ZW1haWwmdXRtX2NvbnRlbnQ9QWR2ZXJ0aXNpbmdfaW5zaWRlcg/5d0cd5722ddf9c3bf7c8ccdfB6b82b04a"> by subscribing to BI Prime</a>; use promo code AD2PRIME2018 for a free month.)<a href="https://www.businessinsider.com/marketing-technology-martech-important-executives-2019-10">Meet 22 of the most important executives shaping the future of marketing technology</a><a href="https://www.businessinsider.com/heres-why-softbank-didnt-let-wework-go-bankrupt-2019-10">SoftBank could have just walked away from WeWork and its $9 billion investment. Business experts explain why it didn't.</a><a href="https://www.businessinsider.com/airbnb-is-letting-people-book-trips-with-instagram-famous-pets-2019-10">Airbnb is letting people book trips with Instagram-famous pets like Pickles the Pig, Nala Cat, and Penni Dog</a><a href="https://www.businessinsider.com/roku-buys-dataxu-to-beef-up-ott-advertising-analysis-2019-10">Some advertisers worry that Roku's $150 million acquisition of adtech firm Dataxu will make it more of a walled garden</a><a href="https://www.businessinsider.com/high-spenders-prefer-purchasing-on-youtube-over-amazon-2019-10">Amazon may be the undisputed king of online shopping, but big spenders prefer Facebook and YouTube, study says</a> <a href="https://www.businessinsider.com/intelligence/top-10-trends-in-digital-media?IR=T&amp;itm_source=businessinsider&amp;itm_medium=ctgr_bii&amp;itm_term=ctgr_leadgen&amp;itm_content=advertising&amp;itm_campaign=top-10-trends-in-digital-media"></a>

The execs leading HBO Max, fake Facebook ads, and influencer marketing fraud

<ul><li><keyword id="13204479" type="General" weightage="100" keywordseo="chatpat" source="Orion">Chatpat</keyword>, a 10-year-old Influencer from the streets, has been winning hearts on the internet for his unique style.</li><li>From recreating Cadbury's Kuch Khaas Hai to partnering with Raftaar, Chatpat has been encouraging the audience to donate to SOS Children’s Villages India.</li><li>We speak to FCB Group India's <keyword id="793905" type="General" weightage="20" keywordseo="swati-bhattacharya" source="Orion">Swati Bhattacharya</keyword> and <keyword id="540819" type="General" weightage="20" keywordseo="kinnect" source="Orion">Kinnect</keyword>'s Kartikeya Tiwari to find out what went behind bringing this fictional character alive and discuss different phases of the campaign.</li></ul>In a sea full of digital creators, one influencer stands out. He goes by the name ‘Chatpat’ and is popular for sharing street wisdom on LinkedIn. He was quick to rise to fame, as he says, “Anna ke tapri seh Insta ki nagri, Public ka support har jagah!” Another reason why people love him is because Chatpat is a just 10-year-old boy who shares tips on living rent-free in Mumbai, how to get foreign aid, how to ask for a raise, how to ensure mental wellness for your team and we all could use a Chatpat in our life! With these enlightening videos on LinkedIn, which are targeted at working professionals and corporates, little Chatpat is trying to raise funds for the NGO SOS Children’s Villages. “The media strategy was to not spend money,” Kinnect's National Creative Director, Kartikeya Tiwari told Advertising and Media Insider when we asked him why the agencies, Kinnect and <keyword id="2971959" type="General" weightage="20" keywordseo="fcb-india" source="Orion">FCB India</keyword>, chose LinkedIn to launch Chatpat. “Our strategy in everything was to not spend money but make money happen for SOS donations,” added Tiwari. The campaign, while born in adversity, became a huge opportunity for SOS Children’s Villages. The agencies kept their ‘whims and fancies’ aside, said Tiwari, and prioritised starting a conversation and raising donations on almost zero budget. They needed a strong idea that could be impactful and have a long cycle. So, after launching Chatpat, in phase two of the campaign, Chatpat started recreating some iconic advertisements with his gully gang to get attention from corporates. He played Jim Sarbh for CRED, he danced like the Liril Girl at a Dhobi Ghat, twirled like Nirma Girl and shocked the public again with Tide’s ‘Safedi campaign.’ In return, he asked these brands to donate to SOS Children’s Villages. “Maine tumhare brand ke liye yeh banaya, ab aap mere brand ke liye kuch karo,” requested Chatpat in every recreated advertisement. Exceeding their expectations, Chatpat’s advertisements got viral in a few days and has been winning hearts on LinkedIn since December 2021. Swati Bhattacharya, Creative Chairperson, FCB India said that she firmly believed that love will find a way. “So the task was to create a campaign that gives visibility and makes corporates donate. With no budget and a task like this, we knew we need an influencer and we couldn’t afford an influencer. So, that’s how the sparkly idea of ‘let’s create an influencer’ was born,” shared Bhattacharya. While Bhattacharya has worked on many viral campaigns, she said that she has never seen numbers move the way they did with Chatpat’s videos. Played by a Mumbai-based boy Akul Badoni, Chatpat’s videos amassed more than 20k followers in less than two weeks. “The magic word for us is ‘organic.’ The magic was organic reach, organic shareability and organic love. The fact that we got the earned media is the winning validation for us,” said Tiwari. The campaign got organic attention from Kusha Kapila, Tanmay Bhat, Rhea Chakraborty, Divine, Raftaar, to mention a few. “With this, we knew we were in the right direction. Corporates are also human beings and after the first phase, he started earning a place in India’s hearts, then we were fairly confident that we will be able to open the heartstrings and the purse strings of the corporates,” said Bhattacharya. Bhattacharya and Tiwari further told us how challenging it was to work with a team of kids and discussed different phases of the campaign. <div type="Video" msid="89666905" hostid="261" title="Behind the ads: How FCB India and Kinnect launched a 10-year-old influencer to raise donations for SOS Children’s Villages India" dataSource="BUSINESSINSIDER" thumbUrl="https://denmark.timesinternet.in/cmslite/api/app/images.jpg?msid=89666905"></div>

How a 10-year-old LinkedIn Influencer Chatpat took the internet by storm by recreating iconic Cadbury, Tide and Liril ads

Hi! Welcome to the Insider <keyword id="35666" type="COMPANY" weightage="100" keywordseo="advertising">Advertising</keyword> daily for August 11. I'm Lauren Johnson, a senior advertising reporter at Business Insider. <a href="http://newsletter.businessinsider.com/join/4np/insider-advertising">Subscribe here to get this newsletter in your inbox every weekday.</a> Send me feedback or tips at <a href="mailto:ljohnson@businessinsider.com">ljohnson@businessinsider.com</a>Today's news: Marketers bet on in-housing, how much adtech companies pay employees, and sponsored content for travel brands returns.<h3><a href="https://www.businessinsider.com/advertisers-double-down-on-in-house-agencies-covid-19-pandemic-2020-8"></a></h3><h3><a href="https://www.businessinsider.com/advertisers-double-down-on-in-house-agencies-covid-19-pandemic-2020-8">Big brands like Anheuser-Busch and Verizon are taking more of their advertising in-house amid the pandemic, and it's adding to the troubles of struggling ad agencies</a></h3><ul><li><a href="https://www.businessinsider.com/advertisers-double-down-on-in-house-agencies-covid-19-pandemic-2020-8">As marketers cut costs due to COVID-19, Tanya Dua reported that more marketers are taking functions like ad-buying and creative in-house.</a></li><li>One example is <keyword id="174137" type="COMPANY" weightage="60" keywordseo="Anheuser-Busch">Anheuser-Busch</keyword>, which used its in-house agency, Draftline, at the beginning of the pandemic to change its messaging and crank out 500 digital ads in one week.</li><li>The increased speed to in-housing is another blow to ad agencies, which are under pressure to keep up with clients' changing needs like allowing marketers to control their data and messaging.</li></ul><h3><a href="https://www.businessinsider.com/advertisers-double-down-on-in-house-agencies-covid-19-pandemic-2020-8">Read the full story here.</a></h3><a href="https://www.businessinsider.com/adtech-salary-data-2020-us-office-of-foreign-labor-certification-2020-8"><div type="image" title="the trade desk" height="894" width="1192" msid="77473252" hostid="261"></div></a><h3><a href="https://www.businessinsider.com/adtech-salary-data-2020-us-office-of-foreign-labor-certification-2020-8">Adtech salaries revealed: How much The Trade Desk, Roku and others pay employees, from software engineers to product managers</a></h3><ul><li><a href="https://www.businessinsider.com/adtech-salary-data-2020-us-office-of-foreign-labor-certification-2020-8">Patrick Coffee and I looked at how much big adtech companies pay foreign employees by digging through the US Office of Foreign Labor Certification's 2019 disclosure data.</a></li><li>The data comprises a variety of technical roles from engineering to product management for six adtech companies: Amobee, Magnite, MediaMath, Roku, The Trade Desk, and Xandr.</li><li>The Trade Desk and Roku have combined market caps that exceed ad agency holding companies Publicis, Omnicom, and Interpublic Group.<a href="https://www.businessinsider.com/adtech-salary-data-2020-us-office-of-foreign-labor-certification-2020-8"></a></li></ul><h3><a href="https://www.businessinsider.com/adtech-salary-data-2020-us-office-of-foreign-labor-certification-2020-8">Read the full story here.</a></h3><h3><a href="https://www.businessinsider.com/sponsored-travel-content-by-instagram-youtube-influencers-increasing-2020-8"><div type="image" title="Travel" height="800" width="1067" msid="77473257" hostid="261"></div></a></h3><h3><a href="https://www.businessinsider.com/sponsored-travel-content-by-instagram-youtube-influencers-increasing-2020-8">Sponsored travel content from influencers has rebounded 34% from its April low. But controversy has come with it.</a></h3><ul><li><a href="https://www.businessinsider.com/sponsored-travel-content-by-instagram-youtube-influencers-increasing-2020-8">A new report from influencer-marketing firm Izea found that the amount of travel and tourism sponsored content from influencers has rebounded since the travel industry ground to a halt this spring.</a></li><li>Hotels in particular have seen an uptick in sponsored content, reported Sydney Bradley.</li><li>Still, influencer groups like Clubhouse BH are at the center of controversies around traveling during the pandemic.</li></ul><h3><a href="https://www.businessinsider.com/sponsored-travel-content-by-instagram-youtube-influencers-increasing-2020-8">Read the full story here.</a></h3><h3>More stories we're reading:</h3><ul><li><a href="https://www.businessinsider.com/what-disney-mulan-decision-could-mean-for-movie-future-2020-8">Disney's decision to debut 'Mulan' on Disney Plus for $30 could mean big changes for movie theaters, but the economics of high-price digital releases are daunting</a> (Business Insider)</li><li><a href="https://www.businessinsider.com/amazon-and-shopify-ceos-disagree-on-whether-theyre-competitors-2020-8">Shopify's CEO says Amazon isn't a competitor, but Amazon's CEO says it is. Here's what experts say the real relationship is.</a> (Business Insider)</li><li><a href="https://www.businessinsider.com/mcdonalds-files-lawsuit-against-former-ceo-steve-easterbrook-2020-8">McDonald's files lawsuit against former CEO alleging he had multiple sexual relationships with employees and lied to investigators</a> (Business Insider)</li><li><a href="https://variety.com/2020/tv/news/warnermedia-layoffs-warner-brothers-hbo-1234729976/">WarnerMedia layoffs expected to hit Warner Bros., HBO</a> (Variety)</li><li><a href="https://www.axios.com/techs-reluctant-road-to-taking-on-trump-be444479-35fc-4e24-83b5-2f5bc0ad3c38.html">Tech's reluctant road to taking on Trump</a> (Axios)<a href="https://www.axios.com/authors/newsdesk" title="Axios"></a></li><li><a href="https://adage.com/article/cmo-strategy/college-football-season-doubt-marketers-plan-multiple-scenarios/2272946">With the college football season in doubt, marketers plan for multiple scenarios</a> (Ad Age)</li></ul>Thanks for reading and see you tomorrow! You can reach me in the meantime at <a href="mailto:ljohnson@businessinsider.com">ljohnson@businessinsider.com</a> and <a href="http://newsletter.businessinsider.com/join/4np/advertising-insider">subscribe to this daily email here.</a>— Lauren

Why brands like Anheuser-Busch are taking more advertising in-house

Hi and welcome to Insider <keyword id="35666" type="COMPANY" weightage="100" keywordseo="advertising">Advertising</keyword> for May 4. I'm senior advertising reporter Lauren Johnson, and here's what's going on:<ul><li><a href="https://www.businessinsider.com/verizon-sells-aol-yahoo-to-apollo-global-management-5-billion-2021-5">Verizon sells its media business.</a></li><li><a href="https://www.businessinsider.com/adidas-requires-payment-terms-that-squeeze-ad-agencies-2021-4">Adidas toughens agency payment terms.</a></li><li><a href="https://www.businessinsider.com/influencers-describe-problems-at-clubhouse-media-group-content-mansions-2021-4">Inside Clubhouse Media Group.</a></li></ul>If this email was forwarded to you, <a href="http://newsletter.businessinsider.com/join/4np/insider-advertising&amp;hash=7b80d46ae169287dfc6c392039d198579857">sign up here for your daily insider's guide to advertising and media.</a>Tips, comments, suggestions? Drop me a line at <a href="mailto:ljohnson@insider.com">LJohnson@insider.com </a>or on Twitter at <a href="https://twitter.com/LaurenJohnson">@LaurenJohnson.</a><a href="https://www.businessinsider.com/verizon-sells-aol-yahoo-to-apollo-global-management-5-billion-2021-5"></a><h3><a href="https://www.businessinsider.com/verizon-sells-aol-yahoo-to-apollo-global-management-5-billion-2021-5">Verizon just sold AOL and Yahoo for $5 billion, and the new company will be known as 'Yahoo' going forward</a> </h3><ul><li><a href="https://www.businessinsider.com/verizon-sells-aol-yahoo-to-apollo-global-management-5-billion-2021-5">Verizon is selling AOL and Yahoo for $5 billion.</a></li><li>The new owner is private equity firm Apollo Global Management.</li><li>Going forward, AOL and Yahoo will be known solely as Yahoo.</li></ul><h3><a href="https://www.businessinsider.com/verizon-sells-aol-yahoo-to-apollo-global-management-5-billion-2021-5">Read the story.</a></h3><h3><a href="https://www.businessinsider.com/adidas-requires-payment-terms-that-squeeze-ad-agencies-2021-4"><div type="image" title="Kasper Rørsted" height="728" width="970" msid="82378585" hostid="261"></div></a></h3><h3><a href="https://www.businessinsider.com/adidas-requires-payment-terms-that-squeeze-ad-agencies-2021-4">Adidas is requiring some ad agencies to pay back more than 10% of their earnings, squeezing small firms</a></h3><ul><li><a href="https://www.businessinsider.com/adidas-requires-payment-terms-that-squeeze-ad-agencies-2021-4">Adidas has toughened its payment terms for some ad agencies, Patrick Coffee reported.</a></li><li>It's calling for some agencies to pay back more than 10% of the money they make from <keyword id="6377547" type="ORGANIZATION" weightage="60" keywordseo="adidas">Adidas</keyword>.</li><li>Some agency execs said the practice is unusual and puts financial pressure on small and midsize firms.</li></ul><h3><a href="https://twitter.com/LaurenJohnson"></a><a href="https://www.businessinsider.com/adidas-requires-payment-terms-that-squeeze-ad-agencies-2021-4">Read the story.</a></h3><h3><a href="https://www.businessinsider.com/influencers-describe-problems-at-clubhouse-media-group-content-mansions-2021-4"><div type="image" title="clubhouse:tiktok house 2x1" height="1200" width="2400" msid="82378586" hostid="261"></div></a></h3><h3><a href="https://www.businessinsider.com/influencers-describe-problems-at-clubhouse-media-group-content-mansions-2021-4">A startup promised influencers the Hollywood dream, replete with a mansion. But some insiders say its CEO bullied talent, made misogynistic comments, and treated their personal lives like 'a game.'</a></h3><ul><li><a href="https://www.businessinsider.com/influencers-describe-problems-at-clubhouse-media-group-content-mansions-2021-4">Clubhouse Media Group built a business running a chain of TikTok influencer mansions.</a></li><li>Talent, who lived rent-free, said CMG's CEO often yelled and would try to set them up on unwanted dates.</li><li>CMG filed two defamation suits against former house members in March.</li></ul><h3><a href="https://www.businessinsider.com/influencers-describe-problems-at-clubhouse-media-group-content-mansions-2021-4">Read the story.</a></h3><h3>More stories we're reading:</h3><ul><li><a href="https://www.businessinsider.com/tiktok-is-the-second-most-popular-app-for-influencer-marketing-2021-4">TikTok is now the No. 2 platform for influencer marketing, according to a survey of 163 enterprise marketers</a> (Insider)</li><li><a href="https://www.businessinsider.com/mattel-barbie-running-biggest-ad-campaign-in-five-years-2021-4">Barbie is launching its biggest ad campaign in five years as it tries to keep its sales momentum going</a> (Insider)</li><li><a href="https://www.businessinsider.com/burnout-extreme-stress-pr-agency-hospital-elizabeth-rosenberg-2021-5">I was a 35-year-old global head of communications who landed in the hospital from extreme stress and burnout. It was the push I needed to finally leave agency life and put my wellness first.</a> (Insider)</li><li><a href="https://www.businessinsider.com/away-ceo-jen-rubio-on-leadership-drama-pandemic-her-pregnancy-2021-5">Away's new CEO reveals how she'll revive the luggage startup after sales slumped by 90% during the pandemic - while being 8-months pregnant</a> (Insider)</li><li><a href="https://www.businessinsider.com/apple-epic-games-lawsuit-everything-we-know-2021-5">Apple and the maker of 'Fortnite' are facing off in an epic legal battle. Here's what the companies are fighting about and what to expect in the courtroom.</a> (Insider)</li><li><a href="https://www.businessinsider.com/facebook-oversight-board-to-decide-on-trump-ban-on-wednesday-2021-5">Facebook's Oversight Board will announce its decision on the future of Donald Trump's banned account on Wednesday</a> (Insider)</li><li><a href="https://www.latimes.com/entertainment-arts/business/story/2021-05-03/kevin-merida-latimes-executive-editor-espn-undefeated">ESPN's Kevin Merida named L.A. Times executive editor</a> (L.A. Times)</li></ul>Thanks for reading and see you tomorrow! You can reach me in the meantime at <a href="mailto:ljohnson@insider.com">LJohnson@insider.com</a> and <a href="http://newsletter.businessinsider.com/join/4np/advertising-insider">subscribe to this daily email here</a>.

Verizon sells its media business

<ul class="summary-list"><li>The ad business has been hurting for <keyword id="1112328" type="PERSON" weightage="60" keywordseo="Influencers">influencers</keyword> in recent weeks as brands cut marketing budgets to save on costs or to avoid appearing tone-deaf during the coronavirus pandemic.</li><li>Business Insider spoke to several influencers across multiple categories on how they are making money despite the ad downturn. </li><li>Creators shared the top ways they've been earning – from selling merchandise to creating subscription-based memberships and driving commission sales.</li><li><a href="https://www.businessinsider.com/?hprecirc-bullet">Visit Business Insider's homepage for more stories</a>.</li></ul>Many influencers are still earning revenue this year despite a sharp downturn in sponsored post deals from brands.Some have adjusted the types of content they make to account for new consumer taste during the coronavirus pandemic. Audiences on social <keyword id="6354777" type="COMPANY" weightage="100" keywordseo="Media">media</keyword> aren't searching for the same content as before, but they are still active, <a href="https://www.businessinsider.com/tiktok-app-2-billion-downloads-record-setting-q1-sensor-tower-2020-4">growing quickly</a>, and hungry for information that's relevant to life at home. Travel influencer Christina Vidal, who has 85,000 <keyword id="819905" type="COMPANY" weightage="60" keywordseo="Instagram">Instagram</keyword> followers, began to notice her readership dip in mid-March, she told Business Insider. To bring back her audience, Vidal has been leaning into other content verticals like food and lifestyle. She studied Google search results to identify what topics were trending and has customized her posts to increase their likelihood of showing up in those searches.Alongside shifting content, creators have also had to change up their business models and move away from ad-supported revenue streams as brands cut marketing budgets. Sponsored posts fell from representing 35% of influencer posts in mid-February to 4% of creator content in mid-April, according to <a href="https://www.businessinsider.com/paid-sponsored-instagram-posts-from-influencers-fall-during-coronavirus-pandemic-2020-4">a report</a> from the marketing-analytics firm Launchmetrics.While sponsored content has long been a predictable (and essential) source of income for digital creators, the industry offers a variety of other revenue streams like merchandise, direct-to-consumer products, and content production deals that creators are leaning into.The biggest factor propping up the influencer industry in recent weeks is a spike in consumer demand for social content, which is stronger than ever.<keyword id="6762469" type="UNKNOWN" weightage="60" keywordseo="TikTok">TikTok</keyword> just <a href="https://www.businessinsider.com/tiktok-breaks-download-record-faces-revenue-challenges-2020-4">broke a record</a> for the most app downloads in a single quarter and Instagram influencers have reported a <a href="https://www.businessinsider.com/how-coronavirus-is-changing-instagram-viewing-habits-live-stories-2020-4">large bump in user engagement</a> on the app's Stories and Live features, following a <a href="https://www.businessinsider.com/how-coronavirus-is-changing-livestream-viewer-habits-youtube-twitch-2020-4">broader trend</a> toward more live content consumption on platforms like Twitch and Facebook. Google reported a year-over-year spike in <keyword id="10879" type="CITY" weightage="60" keywordseo="YouTube">YouTube</keyword> viewership during its first-quarter earnings call.For our full analysis on why the coronavirus won't destroy creators, read: <a href="https://www.businessinsider.com/why-coronavirus-wont-destroy-the-influencer-economy-creator-business-2020-5">The influencer economy hasn't been destroyed by the advertising meltdown, as creators make money from merch, subscriptions, and even personalized shout-outs</a> <div type="image" title="Cameo" height="528" width="1057" msid="75760419" hostid="261"></div><h2>The creator economy has grown well beyond its sponsored post roots</h2>Direct ad revenue from YouTube and sponsored content can prove unreliable, so many influencers are getting smart about finding ways to diversify.Some influencers have larger business ventures, like <a href="https://www.businessinsider.com/preston-arsement-youtube-business-changes-merchandise-gaming-2020-4">YouTube creator Preston Arsement, who is also the CEO of the digital-media studio TBNR</a>, which <a href="https://www.forbes.com/sites/maddieberg/2019/12/18/the-highest-paid-youtube-stars-of-2019-the-kids-are-killing-it/#90633de38cd4">Forbes estimated</a> earned $14 million before taxes from June 2018 to June 2019. Others sell consumer products like makeup, merchandise, or books that have the potential to become <a href="https://www.businessinsider.com/youtube-influencer-books-new-york-times-bestseller-2019-6">New York Times bestsellers</a>.Some of the new ways creators have been turning their followers into paying customers (especially while social distancing) are by sending personalized video messages to fans through the app Cameo or by creating a subscription-based membership program through Patreon. "For the first time in history, every athlete, actor, creator, comedian, and musician is suddenly sitting on the couch," Cameo CEO Steven Galanis said. "Their events are being canceled and all that revenue and fan interaction that they get is just suddenly gone. Talent are coming on and giving it a try because suddenly they aren't busy or making as much money as before."We broke down all of the main ways creators are making money without ads. Read how services like Patreon and influencer-led products like branded merchandise are helping creators here: <a href="https://www.businessinsider.com/top-ways-youtube-instagram-influencers-can-make-money-without-ads-2020-5">8 ways YouTube and Instagram influencers are earning money besides advertising, as brand sponsorships stall</a><div type="image" title="Jetsetchristina" height="618" width="824" msid="75760422" hostid="261"></div><h2>Travel influencers have been leaning into other content verticals like food and lifestyle to reach wider audiences</h2>Many influencers, like Vidal, who primarily work in the travel category, said they have had to drastically change their businesses.To stay afloat financially, she decided to pivot and focus on what her audience would be more interested in right now, like easy recipes and a quarantine gift-giving guide. "I focus on luxury travel, and that is definitely not what people were thinking about in mid-to-late March and in all of April," she told Business Insider. "I immediately was like, 'OK, if people aren't reading about travel, I need to write about other things.'"Vidal is not alone in having to make changes to her content in recent weeks.Business Insider spoke with several travel influencers on which strategies they were focusing on to continue to earn revenue and build up readership, more here: <a href="https://www.businessinsider.com/how-travel-instagram-influencers-have-adapted-business-to-coronavirus-2020-5">Travel Instagram influencers are finding new ways to earn money with the industry frozen and are moving into categories like food and fitness</a><h2>For some YouTube creators, merchandise sales have made up for a loss in ad revenue</h2>YouTube creator Michael Groth, who has <a href="https://www.youtube.com/MandJTV">1 million subscribers</a>, told Business Insider that the average rate YouTube paid him began dropping sharply at the end of March. Creators like Groth can earn money in a number of ways, including direct-to-consumer sales and brand sponsorships. But for many, direct YouTube revenue makes up a big chunk of their income."I've known for a while that YouTube AdSense can do crazy stuff like this," Groth said. "I've made efforts to diversify over the years. My diversification has never surpassed my YouTube AdSense earnings because my AdSense earnings have been pretty healthy, but that may change now." Business Insider spoke to YouTubers on how their average rates have changed and how they are adapting their digital businesses. Here's what they said: <a href="https://www.businessinsider.com/youtube-creators-say-ad-revenue-down-during-coronavirus-cpm-rates-2020-4">Some YouTube creators say their ad rates have dropped sharply in recent weeks and increased views haven't made up for the loss in income</a>Arsement said he had switched his focus to gaming content he could easily film from home and had been leaning into direct sales from his merchandise business.He said his CPM rate had dropped by over 50% since the coronavirus outbreak began, but merchandise sales had made up for that loss in revenue by nearly tripling.Arsement has been selling T-shirts, hoodies, and other branded accessories to make up for lost revenue. He also launched a new channel. Check out what he did to capitalize on the increased YouTube viewership here: <a href="https://www.businessinsider.com/preston-arsement-youtube-business-changes-merchandise-gaming-2020-4">How a YouTube star making an estimated $14 million per year has adapted his business in recent weeks, as ad rates drop by over 50% but merch sales nearly triple</a><div type="image" title="Preston" height="1890" width="2520" msid="75760425" hostid="261"></div><h2>Some influencers are being paid for their content creation skills rather than their 'influence'</h2>As production companies shut down photo and video shoots in order to adhere to social-distancing measures, some marketers have been turning to influencers for their content creation skills.Many influencers have worked from home for years and are already equipped with the production gear necessary to create commercial content for brands."For the first time, big brands aren't able to make those big budget television ads," said Karyn Spencer, the senior vice president of partnerships at Whalar, an influencer-marketing agency. "You don't need that full-blown production anymore. YouTubers taught us that."Digital creators can prove to be cheaper than production companies, with some charging half the price to produce professional photos and videos for brands.To learn more about the types of production gigs that creators are being hired for, read the full story here: <a href="https://www.businessinsider.com/brands-hire-influencers-for-marketing-video-production-as-studios-close-2020-4">Some brands are hiring influencers as a 'one-stop shop' for video and animation as production studios shut down — and finding they're a lot cheaper</a><h2>Influencers and marketers are pitching brands on new ad formats like livestreams that are better aligned with current consumer tastes</h2>As interest in live video has spiked among at-home consumers in recent weeks, creators, marketers, and tech platforms are looking for new ways to make money from livestreaming.Live-video marketing on social-media platforms has long been a revenue driver for Twitch gamers and other streamers who have pitched brands on their sizable recurring live audiences. But as interest in live content spreads to other social-media platforms like Instagram — which traditionally has focused on posed photos and videos — more influencers and brands have been experimenting with the format as a marketing opportunity."People are more apt to spend 30, 60, or 90 minutes on an influencer or branded livestream, whereas they're typically only engaging with a static photo on a feed for a couple seconds," said Ellie Jenkins, an influencer-innovation manager at Mavrck. "That long-term engagement is really powerful for brands."For more information on how much creators are charging brands to appear in livestreams, check out our full breakdown here: <a href="https://www.businessinsider.com/how-much-instagram-influencers-can-earn-from-livestreaming-for-brands-2020-4">Instagram influencers can earn thousands of dollars for a sponsored livestream, but they have to get risk-averse brands on board</a><a href="http://newsletter.businessinsider.com/join/influencerdashboard">Sign up for Business Insider's influencer newsletter, Influencer Dashboard, to get more stories like this in your inbox</a>.Read the original article on <a href="https://www.businessinsider.com/how-influencers-are-making-money-income-during-coronavirus-pandemic-2020-5">Business Insider</a>

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