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<ul><li>Bitcoin on Wednesday shot past $20,000 for the first time.</li><li>"Some of the biggest investors in the world have been singing Bitcoin's praises in recent weeks," an author of a bestselling book on cryptocurrencies said. "This suggests they already own Bitcoin and are hoping to encourage more people to buy and boost the price upwards."</li><li>Bitcoin surged more than 5% to trade at about $20,550 as of 9:30 a.m. ET, breaking a record of $19,857 set in late November.</li><li>"We will be visiting the $20,000-$22,000 level at least half a dozen times before we break through to the $30,000 range later in 2021," the CEO of a cryptocurrency firm said.</li><li><a href="https://www.businessinsider.com/?hprecirc-bullet">Visit Business Insider's homepage for more stories</a>.</li></ul><a href="https://markets.businessinsider.com/currencies/btc-usd">Bitcoin</a> on Wednesday surged past $20,000 for the first time, breaking its record <a href="https://markets.businessinsider.com/currencies/news/bitcoin-hits-new-record-high-after-trading-above-19700-2020-11-1029849416">set last month</a>.The token jumped 5%, to about $20,550, as of 9:30 a.m. ET, bringing its year-to-date gain to 185%. Bitcoin has notched steady gains this year as more investors warm to its potential as an inflationary hedge.But according to Glen Goodman, the author of the bestselling book "The Crypto Trader," history has a warning for people buying bitcoin at its new all-time-high.Some of the biggest bitcoin investors who have recently been singing its praises suggest they already own the token and are hoping to encourage more people to buy and boost its price, said the author, who is a contributing expert on cryptocurrency at the London School of Economics. It suggests Wall Street "whales" do this to sell their coins to smaller investors at higher prices."While I'm optimistic about the long-term prospects for Bitcoin, four years ago we had a very similar situation with bitcoin breaking new ground, but just two weeks later its price plummeted by more than a third," he said. While noting that history doesn't always repeat itself, he said that "the lesson is to be on your guard."Read more: <a href="https://www.businessinsider.com/2021-investing-outlook-blackrock-recommendations-portfolio-advice-pandemic-hildebrand-boivin-2020-12" target="_blank" rel="noopener">BlackRock shares its 11 top recommendations for a 'new investment order' in 2021 - and says the pandemic should prompt investors to completely rethink how they construct portfolios</a>Bitcoin breaking the $20,000 barrier proves three theories supporting its role as an alternative to existing money systems, according to Sergey Nazarov, a cofounder of Chainlink.The first theory highlights the continued rise of inflation, which is why <a href="https://www.businessinsider.com/paypal-to-allow-cryptocurrency-buying-selling-and-shopping-on-its-network-2020-10">PayPal recently added bitcoin</a> to its functionality. The second is the role of increased institutional adoption of crypto solutions. The third is that the ecosystem of decentralized finance provides greater security for financial products that an investor relies on to combat inflation, the crypto expert said.Bitcoin's record-setting run may have even further to go."We will be visiting the $20,000-$22,000 level at least half a dozen times before we break through to the $30,000 range later in 2021," said Alex Mashinsky, the CEO of Celsius Network.Mashinsky said bitcoin could also retest the $14,000-to-$16,000 levels in a period with low volume or with bad <keyword id="6355005" type="UNKNOWN" weightage="60" keywordseo="news">news</keyword>. "That will probably be the last time most of us will have a chance to buy bitcoin below $20,000 levels ever again," he said.Read more: <a href="https://www.businessinsider.com/stock-picks-to-buy-biotech-companies-vaccines-moderna-jabusch-deems-2020-12" target="_blank" rel="noopener">Garvin Jabusch and Jeremy Deems doubled their portfolio this year by buying Moderna early. They shared 3 other biotech stocks poised to solve future outbreaks - and explained why they're still bullish on the COVID-19-vaccine maker.</a>

Bitcoin surges past $20,000 for the first time ever, extending year-to-date return to 185%

<ul class="summary-list"><li>The <a href="https://www.tiktok.com/@theswayla?lang=en">Sway House</a>, also known as Sway LA, is a Los Angeles-based TikTok collab house currently comprised of six male members, who represent some of the most-followed accounts on the platform. </li><li>The current <keyword id="9294970" type="UNKNOWN" weightage="60" keywordseo="sway-house">Sway House</keyword> roster includes <keyword id="9294969" type="UNKNOWN" weightage="60" keywordseo="bryce-hall">Bryce Hall</keyword>, 20, <keyword id="9294968" type="UNKNOWN" weightage="60" keywordseo="jaden-hossler">Jaden Hossler</keyword>, 19, <keyword id="5096302" type="PERSON" weightage="60" keywordseo="Josh-Richards">Josh Richards</keyword>, 17, Quinton Griggs, 17, Anthony Reeves, 18, <keyword id="9301568" type="UNKNOWN" weightage="60" keywordseo="kio-cyr">Kio Cyr</keyword>, 19, and Griffin Johnson, 21.</li><li>The "Sway boys" are known for starting feuds, dropping diss tracks, weighing in on trending topics in live streams and vlogs, and occasionally <a href="https://www.youtube.com/watch?v=IvOyHO_8VEE">flashing their fans</a> on Instagram live. </li><li>Two of the group's most recognizable faces, Bryce Hall, 20, and Jaden Hossler, 19, were <a href="https://www.insider.com/jaden-hossler-bryce-hall-arrested-texas-tiktok-sway-house-2020-5">arrested and charged</a> with drug-related offenses this month during a cross-country road trip. </li></ul>It's no secret that Bryce Hall — the 20-year-old ringleader of the <a href="https://www.tiktok.com/@theswayla?lang=en">Sway House,</a> or Sway LA — loves to spark a little controversy. In fact, shaking things up with social media stunts and blunt honesty has become an integral part of the TikTok collab house's brand. Earlier this year, Hall and fellow Sway House member Josh Richards went viral for dropping a diss track on <a href="https://www.insider.com/hype-house-members-drama-split-daisy-2020-3">Hype House</a> (the most prominent TikTok collab house) co-founder Chase "<a href="https://www.insider.com/lilhuddy-aka-chase-hudson-dating-charli-damelio-hype-house-founder-2020-2">Lil Huddy</a>" Hudson.That's why, when Hall fired off <a href="https://twitter.com/BryceHall/status/1264359236097593345?s=20">this cryptic tweet</a> on Saturday, many theorized another diss track could be coming soon. "it's almost time to break the internet again," he wrote, in the lowercase style that's become Gen Z's preferred mode of self-expression. Hall couldn't have known, at the time, how true that tweet would end up being. Two days later, he was <a href="https://www.insider.com/jaden-hossler-bryce-hall-arrested-texas-tiktok-sway-house-2020-5">arrested</a> on drug-related charges in the wee hours of Monday, May 25 with fellow Sway House member Jaden Hossler in Lee County, Texas, which sits about 60 miles outside Austin. Instantly, Hall became one of the most searched people on the internet for the day, according to <a href="https://trends.google.com/trends/trendingsearches/daily?geo=US">Google Trends</a>. <h2>For the uninitiated: Think of the "Sway boys" as the One Direction of TikTok.</h2>In a Bel Air mansion paid for by their management company, TalentX <keyword id="4578" type="COMPANY" weightage="60" keywordseo="entertainment">Entertainment</keyword>, the boys live, work, and party together full-time. Every member of Sway has a fandom of his own, but together, they're more than the sum of their parts. Even the slightest changes in their relationship statuses are considered major <keyword id="6355005" type="UNKNOWN" weightage="60" keywordseo="news">news</keyword> (Griggs recently went from kind-of-single to <a href="https://www.instagram.com/p/CAl51j9HlaL/?utm_source=ig_web_copy_link">kind-of-in-a-relationship</a> with TikTokker <a href="https://www.tiktok.com/@cynthiaparkerrrr?lang=en">Cynthia Parker</a>, and it was quite the internet saga). The boys are generally considered to be sweet and <a href="https://twitter.com/sherinicolee/status/1265467265991901186?s=20">mom-friendly</a>, but they are undeniably gaining a reputation for over-the-top, rockstar antics. In April, Richards was <a href="https://www.distractify.com/p/josh-richards-live-stream-flash">forced to apologize</a> for flashing fans during an Instagram live stream. On Tuesday morning, the Lee County sheriff's office confirmed to Insider that Hossler was arrested on two charges: possession of four to 400 grams of a controlled substance in penalty group two, and possession of 2 to 4 ounces of marijuana. Substances that fall within penalty group two, <a href="https://www.lcle.la.gov/sentencing_commission/Resources/I%20E.%20TX%20Drug%20Laws.pdf">according to Texas drug statutes</a>, include most hallucinogens and stimulants — the statutes list DMT, MDMA (ecstasy), psilocybin, mescaline, P2P, Vyvanse, Quaalude, synthetic THC, and compounds derived from 2-aminopropanal such as mephedrone and methylenedioxypyrovalerone (the <a href="https://www.ncbi.nlm.nih.gov/pmc/articles/PMC3881434/">main ingredients</a> in bath salts). Hossler was charged with a second-degree felony, punishable by two to 20 years in state prison or a fine of up to $10,000. Hall was charged with possession of less than 2 ounces of marijuana, a class B misdemeanor in Texas punishable by up to 180 days in county jail or a fine of up to $2,000. Both Hall and Hossler were released Tuesday afternoon after posting a combined $11,500 bail. After regaining access to their phones, Hall and Hossler sent pithy tweets to update concerned fans. But the tweets, along with several images from the trip, were quickly wiped from the internet. <h2>The boys traveled to Texas at least twice this month.</h2>It appears most of the boys — including Hall, Hossler, Richards, Reeves, and Johnson — took an initial, week-long trip to Texas in <a href="https://youtu.be/4D06oGZwG-E">early May, and partied at a luxe Airbnb rental in Cedar Hill. </a>As Sway housemate Kio Cyr explained in a poolside <a href="https://youtu.be/cQwqwfpIuUU">live stream</a> shortly after they left, he was not invited on the trip. The boys returned to California and uploaded the following reaction vlog to address a couple of minor controversies that emerged from the trip. Cyr appears in the video, confirming it was filmed at the Sway House. Ironically, the vlog highlights a "fake arrest" prank the boys played on friend Tayler Holder with the help of the <a href="https://www.youtube.com/channel/UCkhxWF5CTMUgxneqAFP96LQ">NELK boys</a>, YouTube's new "prank gods." Seemingly, the boys took a liking to the South. The Texas trip on which Hall and Hossler were arrested was their second within the month. On May 20, Hall <a href="https://twitter.com/BryceHall/status/1263276622339170304?s=20">tweeted</a> about the Sway boys' plans to do a cross-country summer road trip. "the sway boyz might do a whole road trip all the way across country in the next few days... where should we stop," he wrote. When fans questioned the boys' decision to travel amid the ongoing pandemic, Hall <a href="https://twitter.com/BryceHall/status/1263277008974344192?s=20">responded</a> defensively, adding: "most states lifted quarantine, the boys are driving across country staying out of contact from everyone... it's not that deep."Five days later, on May 25, Hossler publicized the trip in a since-deleted Instagram post, with the caption: "i mean who wouldn't wanna ride w the boys? roadyyyy." Hours before Hossler's arrest, he shared a video to Instagram that depicted him riding in a bus with Richards, as well as several creators who are not, at this time, affiliated with Sway LA, including Vinny Got Heat, Blake Gray, and JRod. In his caption for the video, Hossler explained that the group was in Texas, but headed to Louisiana next.In TikToks of the arrests taken by fans who live nearby, the boys are seen sitting on a curb outside a convenience store, leading many to believe they were pulled over by officers before events that precipitated the drug charges.Hall started his career on the now-defunct short-form video platform Vine in 2014, before pivoting YouTube and eventually to TikTok. Hossler joined TikTok last summer to jumpstart a career in music, leading him to become the first signee on a new record label owned by blink-182's Travis Barker. Recently, Hossler released his first single on the label, "<a href="https://youtu.be/nivyMTzVNmU">Angels &amp; Demons</a>." Currently, Hall's follower count hovers just under 7 million on TikTok. Hossler, however, is not far behind with 6 million followers on the platform.<ul class="read-more-links"><li>Read more:</li><li><a href="https://www.insider.com/jaden-hossler-bryce-hall-arrested-texas-tiktok-sway-house-2020-5">2 prominent members of an LA TikTok house were arrested on drug charges during a cross-country quarantine trip</a></li><li><a href="https://www.businessinsider.com/tik-tok-stars-live-rent-free-in-mansion-sway-house-2020-1">A crew of TikTok stars lives rent-free in a Bel Air mansion, but at Sway House you have to meet your content quota</a></li><li><a href="https://www.insider.com/tiktok-fan-fiction-teens-writing-graphic-2020-3">Teens are writing graphic 'sex slave' fan fiction stories about their favorite TikTokers</a></li></ul>Read the original article on <a href="https://www.insider.com/bryce-hall-arrest-drug-sway-house-jaden-hossler-charges-2020-5">Insider</a>

When 2 famous TikTok house members were arrested on drug charges, they were road-tripping across the US in a controversial mid-pandemic adventure

<ul class="summary-list"><li><keyword id="9588541" type="UNKNOWN" weightage="60" keywordseo="griffin-johnson">Griffin Johnson</keyword>, 21, is a founding member of <keyword id="9307970" type="UNKNOWN" weightage="60" keywordseo="sway-la">Sway LA</keyword>, a notoriously "fratty" TikTok collab house comprising the platform's most popular and controversial e-boys, including Bryce Hall, <a href="https://www.insider.com/tiktok-josh-richards-sway-house-hiatus-apology-2020-6">Josh Richards</a>, and Jaden Hossler.</li><li>Now, Johnson, who has over 7 million TikTok followers, says he's leaving the group to look out for his future and spearhead SwayGaming, the brand's foray into the world of esports.</li><li>Two other <keyword id="1753527" type="ENTERTAINMENT" weightage="60" keywordseo="sway">Sway</keyword> members, Kio Cyr and Quinton Griggs, will join Johnson at the new gaming house.</li><li>Johnson is dating the TikTok megastar <keyword id="9130845" type="UNKNOWN" weightage="60" keywordseo="dixie-damelio">Dixie D'Amelio</keyword>, 18, who has more than 29 million followers on the platform.</li></ul>Griffin Johnson isn't like the rest of the guys in Sway LA, an extremely popular and controversial TikTok collab house.At 21, he's the Gen Z creator collective's oldest member. Unlike many TikTokers, he isn't known for his <a href="https://twitter.com/lmgriffjohnson/status/1261756359608987648?s=20">dancing</a>, and unlike his housemates, who have recently been mired in a series of scandals, Johnson has cultivated a more wholesome reputation.Johnson, who has over 7 million followers, moonlights as a nursing student at Indiana State University, slathers on <a href="https://youtu.be/bqaaA0gM1H8?t=379">face masks</a> during his TikTok livestreams, and generally manages to stay out of the drama that seems to follow other members of Sway <a href="https://www.insider.com/bryce-hall-arrest-drug-sway-house-jaden-hossler-charges-2020-5">wherever they go</a>. It's a balancing act very few creators are able to pull off."On TikTok, the influencers — not all of them, but a lot of influencers — the ones that create the most drama are the ones that are the most relevant," Johnson said in an interview with Insider. "The problem with staying out of all the drama and being completely unproblematic and on your own is people forget about you."<h2>How Johnson has dealt with being dragged into TikTok drama</h2>Despite Johnson's reputation and best efforts to avoid drama, he's inevitably found himself in sticky situations, given his platform and his relationship with Dixie D'Amelio, 18, a TikTok megastar with more than 29 million followers.Last week, he was involved in <a href="https://www.insider.com/tiktokalypse-tiktok-drama-chase-hudson-lilhuddy-charli-damelio-2020-7">what teens are calling TikTokalypse</a>, a gossip-fueled TikToker battle royale that led a wave of creators to unfollow, subtweet, and expose each other for alleged indiscretions. Johnson was accused of cheating on D'Amelio, but the pair swiftly shut down the rumors."You have two options," he said. "You can either defend yourself or say nothing."The incident was yet another reminder of how messy things can get in the TikTok ecosystem, where teens and 20-somethings wield significant influence and power."LA itself is a battle," Johnson said. "I find myself getting into immature situations sometimes. And I'm like, 'Why did I do that?' It's very easy, especially for these younger kids that never had to become adults in any way, shape, or form."<h2>Why Johnson is leaving Sway LA</h2>Johnson is making a strategic decision to leave Sway LA for a leadership role at <a href="https://www.hollywoodreporter.com/news/talentx-launches-new-gaming-house-social-media-creators-1302722">SwayGaming</a>, a new "gaming house" born out of a partnership between Sway's parent company, TalentX Entertainment, and the esports organization ReKTGlobal.Johnson and two other Sway members, Kio Cyr and Quinton Griggs, will move to a house in Encino that previously functioned as a secondary studio and "free time" space for Sway."I'm going more into the entrepreneur-acting route," Johnson said of the decision. "So you have to have a really clean image for that. You can't be doing crazy things on the internet."For me, it wasn't a personal thing," he said. "It was just the fact that I have different goals, and I believe in the boys, and I know that they'll be successful in their own paths."SwayGaming opens this Friday. Behind the scenes, Johnson is also working on a beauty line and a digital TV show.<h2>How to maintain a modern TikTok relationship</h2>Through all the recent changes and turmoil, Johnson has had at least one constant in his life: D'Amelio."I feel like the reason people love Dixie and I's relationship as much as they do is that we keep a lot of it off the internet," Johnson said. "It's not for show."Johnson said he and D'Amelio have been "exclusive for months" but only recently <a href="https://youtu.be/sZ7Ua-BoBjo">put a label on it</a>.One thing Johnson says he admires about D'Amelio and her family, who have built a TikTok empire, is their ability to stay grounded in normality."They do so well because they keep it real, and there's nothing flashy with them," Johnson said. "I just feel like it's easy to be successful when you have nothing to hide."<ul class="read-more-links"><li>Read more:</li><li><a href="https://www.insider.com/dixie-damelio-interview-profile-tiktok-fame-charli-2020-4">TikTok star Dixie D'Amelio had a meteoric rise to fame with her sister, but now she's determined to make her own brand: 'Charli and I are two different people'</a></li><li><a href="https://www.insider.com/tiktok-josh-richards-sway-house-hiatus-apology-2020-6">The face of one of TikTok's buzziest collab houses took an abrupt hiatus amid a meteoric rise. Now he's ready to explain why.</a></li><li><a href="https://www.insider.com/tiktokalypse-tiktok-drama-chase-hudson-lilhuddy-charli-damelio-2020-7">A falling-out between TikTok's biggest stars led to a wave of creators unfollowing and subtweeting each other</a></li><li><a href="https://www.insider.com/bryce-hall-arrest-drug-sway-house-jaden-hossler-charges-2020-5">When 2 famous TikTok house members were arrested on drug charges, they were road-tripping across the US in a controversial mid-pandemic adventure</a></li></ul>

TikTok star Griffin Johnson explains why he's leaving Sway LA, one of the most controversial influencer collab houses

<ul class="summary-list"><li><keyword id="9294969" type="UNKNOWN" weightage="60" keywordseo="bryce-hall">Bryce Hall</keyword>, 20, and <keyword id="9294968" type="UNKNOWN" weightage="60" keywordseo="jaden-hossler">Jaden Hossler</keyword>, 19, of the LA-based TikTok collective "<keyword id="9294970" type="UNKNOWN" weightage="60" keywordseo="sway-house">Sway House</keyword>" were arrested on drug charges in Lee County, Texas.</li><li>Earlier in May, Hall and Hossler took a road trip with friends to Texas, where they have been partying at an Airbnb.</li><li>Hall and Hossler appeared to be released on Tuesday afternoon.</li></ul>Two of TikTok's top creators — Bryce Hall, 20, and Jaden Hossler, 19 — were arrested on drug-related charges early on Monday in Giddings, Texas. Hall and Hossler are part of a Gen Z content collective known as the Sway House, along with Josh Richards, Quinton Griggs, Anthony Reeves, Kio Cyr, and Griffin Johnson.Since early May, most of the group — Hall, Hossler, Richards, and Johnson — have been partying with fellow TikTokers Tayler Holder and Blake Gray at a <a href="https://youtu.be/4D06oGZwG-E">luxe Airbnb rental</a> in Cedar Springs, Texas. The group usually resides in a mansion in the Bel Air neighborhood of Los Angeles.Hall has just under 7 million followers on TikTok, while Hossler boasts 6 million followers on the platform.On Tuesday morning, the Lee County Sheriff's Office in Giddings confirmed that both Hall and Hossler were in custody. On Tuesday afternoon, in <a href="https://www.instagram.com/p/CAqHNFaHfV8/?utm_source=ig_web_copy_link">a tweet that has since been deleted</a>, Hall wrote, "im back."Hossler <a href="https://www.instagram.com/p/CAqHDODnl95/?utm_source=ig_web_copy_link">tweeted</a> (and subsequently deleted) a cheeky "hi." Hossler's father left a note for Hossler's followers in a <a href="https://www.instagram.com/p/CAqPld9HVY7/?utm_source=ig_web_copy_link">comment on TikTok</a>: "Hey Tik Tok folk! Thx for all the prayers for Jaden. Not gonna share a lot of details right now but Jaden and the boys are going to be ok. More later."The sheriff's office said Hossler was arrested on two charges: possession of 4 to 400 grams of a controlled substance in penalty group two, and possession of 2 to 4 ounces of marijuana.Substances that fall within penalty group two, <a href="https://www.lcle.la.gov/sentencing_commission/Resources/I%20E.%20TX%20Drug%20Laws.pdf">according to Texas drug statutes</a>, include most hallucinogens and stimulants — the statutes list DMT, MDMA (ecstasy), psilocybin, mescaline, P2P, Vyvanse, Quaalude, synthetic THC, and compounds derived from 2-aminopropanal such as mephedrone and methylenedioxypyrovalerone (the <a href="https://www.ncbi.nlm.nih.gov/pmc/articles/PMC3881434/">main ingredients</a> in bath salts).Hossler was charged with a second-degree felony, punishable by two to 20 years in state prison or a fine of up to $10,000. He was being held on an $11,500 bond.Hall was charged with possession of less than 2 ounces of marijuana, a class B misdemeanor in Texas punishable by up to 180 days in county jail or a fine of up to $2,000. First-time offenders are often able to avoid harsh penalties by agreeing to participate in a diversion program and/or community service, so long as they are able to maintain a clean record while on probation.A person's driver's license can be suspended for up to six months following a conviction of any offense outlined in the Texas Controlled Substances Act, including possession of marijuana.Hall's bond, according to the sheriff's office, was $5,000.<a href="https://youtu.be/Y8Imzn0Hpro">Snapchat footage</a> taken by fans who live in the area appeared to show the arrest surfaced online on Tuesday, sparking a call on Twitter to <a href="https://twitter.com/hashtag/freesway?src=hashtag_click">#FreeSway</a>.The whereabouts of Griggs, Reeves, and Johnson were unclear. Cyr, notably, <a href="https://youtu.be/wfMX2k0kqMA">did not go on the road trip</a> with the rest of the group.The "Sway boys" are <a href="https://www.businessinsider.com/tik-tok-stars-live-rent-free-in-mansion-sway-house-2020-1">represented by</a> TalentX <keyword id="4578" type="COMPANY" weightage="60" keywordseo="entertainment">Entertainment</keyword>, a TikTok talent-management company founded by the popular YouTubers Tal Fishman and Jason Wilhelm. Representatives for Hall and Hossler did not immediately respond to a request for comment.<ul class="read-more-links"><li>Read more:</li><li><a href="https://www.businessinsider.com/tik-tok-stars-live-rent-free-in-mansion-sway-house-2020-1">A crew of TikTok stars lives rent-free in a Bel Air mansion, but at Sway House you have to meet your content quota</a></li></ul>Read the original article on <a href="https://www.insider.com/jaden-hossler-bryce-hall-arrested-texas-tiktok-sway-house-2020-5">Insider</a>

2 prominent members of an LA TikTok house were arrested on drug charges during a cross-country quarantine trip

<ul class="summary-list"><li><keyword id="9457872" type="UNKNOWN" weightage="60" keywordseo="addison-rae-easterling">Addison Rae Easterling</keyword>, 19, is one of <keyword id="6762469" type="UNKNOWN" weightage="60" keywordseo="TikTok">TikTok</keyword>'s most recognizable faces. </li><li>Recently, the social media star has been quiet on TikTok, <keyword id="819905" type="COMPANY" weightage="60" keywordseo="Instagram">Instagram</keyword>, and <keyword id="6354616" type="UNKNOWN" weightage="60" keywordseo="Twitter">Twitter</keyword>.</li><li>Easterling returned to Twitter on Wednesday to issue an apology for reposting an "All Lives Matter" video in the past. </li><li>"All lives CANNOT matter until Black lives do," she said in her apology.</li></ul>Following a week-long hiatus from social media, Addison Rae Easterling resurfaced on Wednesday to apologize for reposting <a href="https://twitter.com/ir3dxscent/status/1274572345018126336?s=20">a video</a> in support of "All Lives Matter" four years ago. In the video, a woman called Black Lives Matter a "cult" that does "more harm" than "good.""I owe all of you an apology," the 19-year-old's open letter on Twitter began. "Four years ago, I reposted a video which included a woman sharing her thoughts on Black Lives Matter and All Lives Matter that I should not have.""All lives CANNOT matter until Black lives do," she went on. "The Black community was and continues to be oppressed and damaged by systemic racism.""I see my mistakes and am committed to learning from them," Easterling added. "I will never stop growing, learning, and fighting for those whose voices rightfully need to be amplified, and will forever believe that Black Lives Matter. I am truly sorry and I am committed to using the platform you all have given me to work on becoming a better ally."You can read her full Twitter statement below.I owe all of you an apology.Four years ago, I reposted a video which included a woman sharing her thoughts on Black Lives Matter and All Lives Matter that I should not have. Because of my privilege, I didn't understand and wasn't educated enough on the social injustices facing the Black community. All lives CANNOT matter until Black lives do. The Black community was and continues to be oppressed and damaged by systemic racism.I see my mistakes and am committed to learning from them. I will never stop growing, learning, and fighting for those whose voices rightfully need to be amplified, and will forever believe that Black Lives Matter. If you haven't done so already, please join me in supporting and learning more about the global Black Lives Matter movement.I am truly sorry and I am committed to using the platform you all have given me to work on becoming a better ally. I love you all endlessly.Addison RaeEasterling's update comes after a week-long break from social media. She is one of TikTok's most-followed creators with nearly 50 million followers, second only to Charli D'Amelio's 70 million followers. Because Easterling is known for posting multiple times a day on the app and on social media, her fans had started to pose increasingly alarming theories to explain her absence.But it appears the absence was Easterling's way of "taking space," as her friend Dixie D'Amelio recently put it in an interview with <a href="https://youtu.be/js8wNKfUumg">The Hollywood Fix</a>. The video Easterling reposted is not the only problematic moment that fans have pointed to in recent days. Previously, Easterling was called out for seemingly telling Sway LA creator Kio Cyr to say the N-word during a live stream. The speculation was put to rest when <a href="https://www.j-14.com/posts/addison-rae-slammed-for-n-word-video-dark-skin-complexion/">Cyr clarified that Easterling asked him</a>, "Did you say the N-word?"<a href="https://www.the-sun.com/news/1069590/tiktok-addison-rae-blackfishing-makeup-skin-darker-video/">She also came under fire after fans accused her of "blackfishing,"</a> or the act of using makeup and self-tanner to make oneself look Black. Easterling has not commented on either incident. Insider had not heard back from Easterling's representatives at the time of this story.<ul class="read-more-links"><li>Read more:</li><li><a href="https://www.insider.com/tiktok-photographer-bryant-eslava-accused-of-soliciting-nude-fan-photos-2020-6">TikTok celebrity photographer Bryant Eslava apologized after he was accused of soliciting nude photos from Tumblr fans</a></li><li><a href="https://www.insider.com/tiktok-josh-richards-sway-house-hiatus-apology-2020-6">The face of one of TikTok's buzziest collab houses took an abrupt hiatus amid a meteoric rise. Now he's ready to explain why.</a></li><li><a href="https://www.insider.com/tiktok-george-floyd-black-lives-matter-teens-parents-racist-views-2020-6">Teens on TikTok are exposing a generational rift between parents and kids over how they treat Black Lives Matter protests</a></li></ul>

TikTok star Addison Rae Easterling resurfaces on social media to apologize for reposting an 'All Lives Matter' video

HiSmile and TikTokKio Cyr of Sway LA and Daisy Keech of the Hype House were paid to create videos for HiSmile on TikTok.<ul class="summary-list"><li>HiSmile is a teeth-whitening brand with a history of paying high-profile influencers like the <a href="https://www.insider.com/kim-kardashian-defended-instagram-ads-waist-trainers-teeth-whitening-flat-tummy-tea-2019-4">Kardashians</a> to promote its products on social media. Now the brand is turning to TikTok.</li><li>The Australian company recently hired TikTok stars from the Hype House and Sway LA - two Los Angeles-based "collab houses" - to try to create a wave of attention-grabbing videos on the app. </li><li>Creators involved in the campaign wore matching sweatshirts and rolled out sponsored videos sequentially over a 24-hour period to maximize its visibility on TikTok's content discovery page, "For You."</li><li>The campaign helped HiSmile add 100,000 followers to its TikTok account in the span of a week. It also drove two million likes, 10,000 comments, and 29 million video views that included the company's hashtag.</li><li>Business Insider spoke to HiSmile's second-in-command to learn the inside story of how its campaign was conceived and executed.</li><li><a href="https://www.businessinsider.com/prime?module=article&amp;area=summary">Click here for more BI Prime stories</a>.</li></ul>The teeth-whitening brand HiSmile knows how to grab attention on social media.The 70-person Australian startup, founded in 2014, previously hired celebrities like <a href="https://www.instagram.com/p/BunFo8fnjwX/?hl=en">Kim Kardashian West</a> and<a href="https://www.instagram.com/p/Ba9j5zCAxby/?hl=en"> Conor McGregor</a> to promote its teeth whitener on Instagram, sparking both social-media virality and<a href="https://www.cosmopolitan.com/entertainment/celebs/a27656290/khloe-kardashian-pathetic-fraud-teeth-whitening-instagram/" target="_blank" rel="noopener"> fan criticism</a> in the process.Now it's tapping some of TikTok's biggest stars to boost awareness of its brand on the social app popular with Generation Z.In late February, the company launched a one-week influencer marketing test on TikTok specifically designed to "make a wave," said Justin Gaggino, HiSmile's former head of marketing who now holds the title of "2IC" (second-in-command) at the company.HiSmile hired four creators from two of TikTok's most famous "collab houses," <a href="https://www.insider.com/hype-house-members-charli-d-amelio-lilhuddy-tiktok-los-angeles-2020-1">Hype House</a> and <a href="https://www.insider.com/tik-tok-stars-live-rent-free-in-mansion-sway-house-2020-1" target="_blank" rel="noopener">Sway LA</a>, to post videos of themselves using its Millennium Falcon-shaped teeth whitener.The campaign, which also involved a fifth TikTok creator (Sarah Magusara, who doesn't live in either house but HiSmile viewed as a trend-setter), helped the company add 100,000 followers to its TikTok account in the span of a week. It drove two million likes, 10,000 comments, and 29 million video views with HiSmile's hashtag.Capitalizing on the <a href="https://www.nytimes.com/2020/01/03/style/hype-house-los-angeles-tik-tok.html" target="_blank" rel="noopener">"collab house" moment</a> - a phenomenon in which some of TikTok's top creators have begun living together and cross-promoting each other's content - was central to HiSmile's vision.The company chose its campaign strategy after identifying which TikTok creators showed up the most on the platform's "For You" page - a section of the app where TikTok algorithmically surfaces content that it believes a user will enjoy."What we saw from our research and from our understanding of the platform is that they were the ones who were really driving the sentiment of the platform and the people who are really being the tastemakers for that platform," Gaggino said of the two Los Angeles-based "collab houses."<h2>'We were looking to make a wave, a butterfly effect on the platform'</h2>Consumer brands have been leaning into TikTok this year as the platform has shown to be a vehicle for fast follower growth and high audience engagement.Milkshake company F'real Foods was already blowing up on TikTok when its marketing team downloaded the app in June 2019. It's since added <a href="https://www.businessinsider.com/milkshake-brand-freal-tiktok-influencer-marketing-success-analysis-2020-1">over 400,000 followers</a>. And the donut and coffee brand Dunkin' earned <a href="https://www.businessinsider.com/tiktok-star-charli-damelio-gave-dunkin-millions-free-video-views-2020-2">hundreds of millions</a> of free video impressions from a single user in the first two months of 2020.HiSmile designed its campaign with an eye toward achieving similar virality. The company built its campaign strategy around five influencer clients - Avani Gregg and Daisy Keech of the Hype House, Kio Cyr and Griffin Johnson of Sway LA, and Sarah Magusara, an Australian creator with 11.5 million TikTok followers - who rolled out sponsored videos sequentially over a 24-hour period starting on February 19th."We were looking to make a wave, a butterfly effect on the platform," Gaggino said.To ensure consistency for its campaign, HiSmile sent hoodies to each creator with the words "No Sensitivity," a HiSmile phrase referring to its "no sensitivity guarantee" for its teeth-whitening product. The company then asked the Hype House's Gregg to create a custom dance and choose a song that each creator would then repeat in their videos. "[Gregg] was someone who consistently was appearing on our 'For You' pages," Gaggino said. "She also had an interesting crossover between Sway LA and Hype House where she's [dating] somebody from the Sway LA house, and that kind of crossed over and it's interesting," he added.Gregg encouraged her followers to create their own videos with the HiSmile dance by saying she would "like" them. Since HiSmile's campaign launched two weeks ago, about 6,300 videos have been created using the campaign's sound, "Where This Flower Blooms (feat. Frank Ocean)" by Tyler, The Creator. (Several of those videos were created by HiSmile for its own TikTok account, which currently has about <a href="https://www.tiktok.com/@hismileteeth?source=h5_t" target="_blank" rel="noopener">half a million followers</a>).Gaggino said the company paid each creator a different rate based on follower count, engagement rate, and an internal assessment of their ability to drive trends and positive sentiment for its brand.Negotiating with different agents also played a role in the final price for each post, Gaggino said. Sway LA's creators are managed by <a href="https://www.businessinsider.com/inside-tiktok-talent-agency-manager-for-influencers-talentx-2020-1">TalentX Entertainment</a>, while the Hype House's 19 residents are represented by a variety of agencies like UTA, WME, and A3 Artists Agency (formerly Abrams Artists Agency).TalentX declined to comment for this story, and none of the creators involved in HiSmile's campaign responded to requests for comment.<h2>TikTok has been three to four times cheaper than Instagram or Facebook for driving website views for HiSmile </h2>The popularity of the HiSmile dance stemmed from a combination of influencer marketing, organic reach, and paid marketing on TikTok.HiSmile used TikTok's self-serve ad platform to promote its influencers' videos to other users in-feed using a "Shop Now" button as a call-to-action. It used age, geographic, and behavioral targeting to promote its five influencers' dances to users aged 16 or older in the US, UK, and Australia who TikTok's ad tool deemed interested in topics like personal care and beauty."We're testing using those demographic and behavioral pieces of information and trying to segment the audience by that and seeing what works," Gaggino said.Gaggino said TikTok is significantly cheaper than Instagram and Facebook for paid ads, which he attributes to the fact that it has fewer advertisers and therefore less competition in its ad auctions."It's definitely three to four times cheaper for someone from TikTok to land on our website than it would be on Facebook or Instagram advertising," Gaggino said. "It's the quality of that user that is still something up for debate and it's still very new in its life cycle," he noted.Other companies have found TikTok's self-serve platform similarly cost effective. The fintech startup, Tally, <a href="https://www.businessinsider.com/tiktok-ads-more-efficient-than-instagram-fintech-startup-tally-2020-2">told Business Insider</a> that TikTok ads were 300% cheaper than Instagram ads for driving app installs. For more on how companies are using influencers to promote their brands on TikTok, check out these other Business Insider Prime posts:<ul><li><a href="https://www.businessinsider.com/tiktok-star-charli-damelio-gave-dunkin-millions-free-video-views-2020-2">TikTok star Charli D'Amelio gave Dunkin' 294 million free video impressions in under 2 months and got her own cold-brew tap as a thank-you</a>: Brands are taking over TikTok, making appearances in both organic (unpaid) videos and sponsored posts created by influencer marketers.</li><li><a href="https://www.businessinsider.com/leaked-campaign-brief-shows-cash-app-hired-influencers-on-tiktok-2020-2">Leaked campaign brief shows the video ideas Cash App pitched to TikTok influencers, including 'when you win a bet by doing something dope'</a>: Cash App paid dozens of influencers to promote its app on TikTok. Here are the content ideas the company shared with creators for sponsored posts.</li><li><a href="https://www.businessinsider.com/milkshake-brand-freal-tiktok-influencer-marketing-success-analysis-2020-1">A milkshake brand blew up on TikTok, and its 460,000 followers have changed how it approaches marketing and its target audience</a>: With 460,000 TikTok followers, the milkshake maker F'real has built a larger following than national brands like Chipotle, Walmart, and Burger King.</li><li><a href="https://www.businessinsider.com/tiktok-ads-more-efficient-than-instagram-fintech-startup-tally-2020-2">CASE STUDY: TikTok ads have been 300% more efficient than Instagram ones in getting new users for fintech startup Tally</a>: As more adults sign up for TikTok, fintech brands are using influencer videos and its self-serve ad platform to advertise on the platform.</li></ul><a href="https://www.businessinsider.com/intelligence/stories-slide-deck?IR=T&amp;itm_source=businessinsider&amp;itm_medium=ctgr_bii&amp;itm_term=ctgr_leadgen&amp;itm_content=tiktok&amp;itm_campaign=stories-slide-deck"></a> <h3>NOW WATCH: <a href="https://www.businessinsider.com/youtube-influencer-creator-crash-course-how-to-make-money-ads-2020-2">CRASH COURSE: An influencer explains how YouTube ads work, her advice for making more money, and how much she earns</a></h3>

How a teeth-whitening brand gained 100,000 followers on TikTok by sponsoring a 'wave' of content from the Hype House and Sway LA

<ul class="summary-list"><li>The <a href="https://www.tiktok.com/@theswayla?lang=en">Sway House</a>, also known as <keyword id="9307970" type="UNKNOWN" weightage="60" keywordseo="sway-la">Sway LA</keyword>, is Los Angeles TikTok collab house that has a reputation for controversial personalities.</li><li><keyword id="1753527" type="ENTERTAINMENT" weightage="60" keywordseo="sway">Sway</keyword> LA pools some of TikTok's biggest stars: Bryce Hall, 20, Jaden Hossler, 19, <keyword id="5096302" type="PERSON" weightage="60" keywordseo="Josh-Richards">Josh Richards</keyword>, 18, Quinton Griggs, 17, Anthony Reeves, 18, Kio Cyr, 19, and Griffin Johnson, 21.</li><li>With nearly 19 million TikTok followers, Richards, one of Sway's founding members, was an unspoken ringleader.</li><li>Amid a string of house controversies, including drug arrests and a New York Times article about their partying, Richards announced a hiatus from the group this month. Fans were roundly shocked and confused.</li><li>In an Insider interview, Richards explained the thought process behind his decision to hit pause and discussed what's next, including his new clothing line, <a href="https://shopjoshrichards.com/password">Buddy's Hard</a>.</li></ul>Josh Richards was on top of the world. With nearly 19 million followers on TikTok and a coveted spot in Sway, one of Los Angeles' buzziest collab houses, Richards had seemingly reached the apex of his career.Now he wants to apologize — so much, in fact, that he skipped the influencer favorite "Notes app apology" and went straight to <a href="https://medium.com/@josh_76229/ive-learned-i-m-learning-i-want-to-use-my-platform-to-work-hard-for-good-440f9da2afdf">an 800-word confession on Medium</a>. It's a rich text for anyone who's been following his latest controversy: deciding to take an indefinite hiatus from Sway to rein in his "recklessness.""I let the fame get to me," Richards wrote, clarifying the primary reason for his unexpected departure. "I allowed the LA partying <keyword id="15482" type="COMPANY" weightage="60" keywordseo="lifestyle">lifestyle</keyword> to consume me; and I lost my way for a bit. I forgot why I was here."<h2>Sway LA is one of the most prominent (and polarizing) groups on TikTok</h2>2020 has been a pivotal year for Richards. It's clear he's been doing some soul-searching as he struggles to reconcile the earnest 14-year-old who rose to social-media fame with the person he's become: an untouchable veteran creator, a Gen Z pop-culture soothsayer, and something of a TikTok troublemaker.The members of Sway — Richards, 18, Bryce Hall, 20, Jaden Hossler, 19, Quinton Griggs, 17, Anthony Reeves, 18, Kio Cyr, 19, and Griffin Johnson, 21 — have managed to <a href="https://partyanimal.shop/">earn a party-animal reputation</a> in a short time; Sway was created in January."I love those guys, and they've always had my back," Richards told Insider. "They're loyal friends. They are people you always want in your corner. They're great guys. But we had lost ourselves."I don't want to speak on their behalf too much, but I feel like we've lost our way in a sense. We got a little bit blinded by all the flashy lights and money in LA. And I think that happens to everyone that comes out here and starts becoming successful, to a certain degree. And then eventually they either take a step back and go, 'Well, OK, I need to find myself and be true to myself again,' or they don't."For the uninitiated, the "Sway boys" are shade-room regulars, known for engaging in Twitter spats, sparking <a href="https://youtu.be/9HpeXVCuqjU">minor feuds</a>, dropping <a href="https://youtu.be/zIUSMI1Y-7o">diss tracks</a>, and, occasionally, <a href="https://twitter.com/JoshRichards/status/1255164522651742208?s=20">flashing fans</a> on Instagram Live. But most of those controversies have been blips on the radar for fans, whose religiosity can mirror that of the followers of '90s boy bands.<h2>Richards wanted Sway to be a haven for emerging creators</h2>At the beginning of his career, Richards worked with managers who policed his public image so closely that going live on social media was the only way he could be himself, he said. From 14 to 17, he felt like he was playing a character or reading a script. The managers controlled what he posted and used shared access to his personal account to leave comments on his behalf."I remember it was, like, a whole big thing, because I wanted to go <a href="https://www.famousbirthdays.com/tours/lights-out-tour.html">on the [Light's Out] tour</a> so badly, and he wouldn't let me," Richards recalled. "It was even to that degree where the things I wanted to do I wasn't allowed to do."So I got away from that. I got to go on this tour, and I was like, I'm going to slowly but surely turn my content into what I want it to be."That summer tour is how Richards met most of the boys who'd go on to form Sway. Richards <a href="https://www.tubefilter.com/2020/02/19/talentx-management-company-tiktok-youtube-jason-wilhelm-michael-gruen-tal-fishman-josh-richards-warren-lentz/amp/">cofounded</a> Sway's parent company, <keyword id="9386839" type="UNKNOWN" weightage="60" keywordseo="talentx-entertainment">TalentX Entertainment</keyword>, with the help of former Fullscreen exec Warren Lentz. The rest is history. <h2>Sway has recently been plagued by mishaps that point to bigger issues at the house</h2>In May, while vacationing in Texas, two of Sway's most recognizable faces, Hall and Hossler, were <a href="https://www.insider.com/bryce-hall-arrest-drug-sway-house-jaden-hossler-charges-2020-5">arrested on drug-related charges</a>.Sway LA doesn't have an official hierarchy, but if it did, Hall, Hossler, and Richards would be the Trinity. And in early June, <a href="https://www.nytimes.com/2020/06/08/style/sway-house-neighbors-tiktok.html">The New York Times' Taylor Lorenz confirmed</a> that there had been a lot of "frat-like behavior" at <keyword id="9294970" type="UNKNOWN" weightage="60" keywordseo="sway-house">Sway House</keyword>, the Bel Air mansion Richards was until very recently sharing with the rest of the group.Neighbors told Lorenz that the boys were loud and messy and relied on delivery and Amazon to meet most of their needs. One said young women kept showing up on her doorstep in the middle of the night, having mistaken her house for theirs.On Twitter, Reeves has repeatedly asked fans to stop <a href="https://www.insider.com/sway-house-bryce-hall-jaden-hossler-arrests-texas-fans-harassment-2020-5">pulling up to the house</a>, knocking on the door, peering through the windows, and trying to record videos of the group at home. This week, he tweeted about <a href="https://twitter.com/imanthonyreeves/status/1270184076431900672?s=20">recording the license-plate number</a> of someone lingering outside the house."It kind of feels like you're just like a zoo animal in a cage, and they're coming by and poking at the cage," Richards said. "It's hard to say that, because we love our fans so much and they do everything for us. But there's also — I feel like there always has to be that respect. And there are a lot of supporters that do know that address, but they wouldn't show up, just because they know that would bother us."<h2>Richards has dabbled in 'bad boy' aesthetics before</h2>Frankly, it would have been easy for Richards to lean in and spin controversy into a branding opportunity. Memorably, when the YouTuber Tana Mongeau was arrested at Coachella in 2017, <a href="https://www.tubefilter.com/2017/05/03/arrest-tana-mongeau-merchandise-mugshot/">she sold T-shirts emblazoned with her mugshot for $28 each</a>. After receiving blowback on social media earlier this year, the Hype House cofounder Thomas Petrou <a href="https://cancelled.shop/">dropped a collection of cancel-culture-themed merchandise</a>. Another YouTuber, Jake Paul, has built a very successful career around agitation."I mean, I've been there, I've done that," Richards said. "And just, with that I found I was just digging myself a deeper grave. Like, I was sending myself down a path that I had never truly wanted to be in in the first place."Taking a step back from the group wasn't a decision Richards reached quickly, and he said he was considering some kind of break before the group's encounter with the police in Texas. The hiatus wasn't tied to a single event, but a result of a growing sense of disillusionment with his own content."I have those millions and millions and millions and millions of people that are following me," he said. "And I wasn't showing any of the good side of me."It's not that I wasn't doing anything great or I wasn't being a good person. It's just, I was trying to break the stigma of TikTokers being these kids that didn't fit in or were lame, didn't have fun. And I was so concerned about what other people were saying about me and what these other YouTubers would say about TikTokers and what TikTokers said about themselves — I was trying to break that. I was going to do whatever I could do to show people that we were these regular teenage kids."<h2>Coming across an old clip on Instagram solidified his decision 'to make a change'</h2>While searching through his tagged photos one night, Richards spotted a snippet of himself, at 14, going live on Instagram."And in that video, I was talking about how I wasn't going to care what people thought about me, ever," he said. "I wasn't going to be someone that fell into the mentality in LA of getting money and spending a lot of money, buying this fashion-designer item and these $2,000 shoes and, like, spending this much money to get a brand-new car. And I was going down that path."It was just another one of those wake-up calls," he said of the moment. "I need to make a change. And I need to let every single one of my fans or supporters know that I'm going to do that."<h2>Richards is escaping the trappings of Sway life in a luxury apartment. The biggest perk is privacy.</h2>The apartment is a major downsize from 7,800 square feet, but as Richards and Hossler joked in one of their <a href="https://youtu.be/qSF9zUtV43s">latest vlogs</a>, it has a lot of things the Sway House didn't: privacy, food in the fridge, flatware, a microwave, a dog, and clean bathrooms."At least for me, personally, after a little bit it was just, like, I'd realized for the last maybe eight months it felt like I never had a moment of privacy," Richards said of his time living at Sway. "I remember there was one day, like, I was in my room, and there was no one else in my room, because Jaden went home. And it felt so weird to be alone. It was just really different."Apparently, the apartment smells significantly better than Sway House too."Smells like f---in' body odor in that b----," Richards said of the mansion during a video tour of his new place.Hossler, Richards' new roommate, agreed. "Smells like death," he said.<h2>Richards and Hossler want to focus on new projects</h2>Music and entrepreneurship are two of Richards' passions, and since childhood, he's almost always had a side hustle of some sort, be it yard work, making lacrosse mesh, or, in this case, starting a sociology podcast to explore "why people think the way they think" and how we can have better, more productive IRL conversations about our "opinions and differences."Hossler will cohost the show, and Richards promised that the guests would be "mostly unorthodox" and "some of the most formidable experts in their respective fields.""We want to be able to show people that you can still have a conversation," Richards said. "Because our society today is so focused just on the phone and in the now — like, instant, instant. And their attention span goes away in, like, 30 seconds."And that's why something like TikTok has become so big, because the videos are so short, right? But with that, like, kids are losing the ability to hold a conversation."Richards said he also hopes to use his new clothing line, <a href="https://shopjoshrichards.com/password">Buddy's Hard</a>, to affect change. As Black Lives Matter protests broke out across the country, Richards created an exclusive "Buddies Stronger Together" hoodie and said he'd donate 100% of the proceeds to the NAACP.<ul class="read-more-links"><li>Read more:</li><li><a href="https://www.insider.com/sway-house-bryce-hall-jaden-hossler-arrests-texas-fans-harassment-2020-5">After 2 stars of the TikTok Sway House were arrested, other members say they're being harassed, stalked, and doxxed</a></li><li><a href="https://www.insider.com/tiktok-george-floyd-black-lives-matter-teens-parents-racist-views-2020-6">Teens on TikTok are exposing a generational rift between parents and kids over how they treat Black Lives Matter protests</a></li><li><a href="https://www.insider.com/bryce-hall-arrest-drug-sway-house-jaden-hossler-charges-2020-5">When 2 famous TikTok house members were arrested on drug charges, they were road-tripping across the US in a controversial mid-pandemic adventure</a></li></ul>

The face of one of TikTok's buzziest collab houses took an abrupt hiatus amid a meteoric rise. Now he's ready to explain why.

<ul class="summary-list"><li>A controversy involving some of <keyword id="6762469" type="UNKNOWN" weightage="60" keywordseo="TikTok">TikTok</keyword>'s top talent captivated fans, fellow creators, and helpless bystanders alike on Monday night.</li><li>Rumors about two of the platform's most famous couples sparked the controversy and sent shock waves through their respective fandoms. </li><li>Soon, creators from rival collab houses began unfollowing and subtweeting en masse. </li><li>The drama is an extension of a feud that can be traced back to the release of "Still Softish" in March.</li><li>"Still Softish," a diss track by <keyword id="5096302" type="PERSON" weightage="60" keywordseo="Josh-Richards">Josh Richards</keyword> and Bryce Hall, was an unexpected hit. It introduced the general public to a TikTok controversy brewing behind the scenes.</li></ul>TikTok drama reached a boiling point on Monday night when multiple stars on the platform began to unfollow, confront, and expose each other en masse.The controversy included the most-followed creator <a href="https://www.insider.com/charli-d-amelio-bio-how-old-tiktok-famous-renegade-super-bowl-2020">Charli D'Amelio</a>, 16, <keyword id="8532020" type="UNKNOWN" weightage="60" keywordseo="Hype-House">Hype House</keyword> cofounder <a href="https://www.insider.com/lilhuddy-aka-chase-hudson-dating-charli-damelio-hype-house-founder-2020-2">Chase "LilHuddy" Hudson</a>, 18, Sway LA ringleader <a href="https://www.insider.com/tiktok-josh-richards-sway-house-hiatus-apology-2020-6">Josh Richards</a>, 18, rising star <a href="https://www.insider.com/who-is-nessa-barrett-tiktok-star-quran-2020-4">Nessa Barrett</a>, 17, and more. Dubbed by fans "TikTokalypse" or #WorldWarTea, the drama was messy and hard to follow. But thanks to late-night reporting by TikTok reporting pages like @tiktokroom, fans managed to piece together what happened.It's a cross-platform saga that can be traced back to at least March when a diss track by the name of "<a href="https://genius.com/Josh-richards-still-softish-lyrics">Still Softish</a>" made its explosive debut on YouTube. <h2>The controversy can be traced back to March and the release of a diss track called 'Still Softish'</h2>Prior to establishing the Hype House in December 2019 and the Sway House in January 2020 respectively, 18-year-old <keyword id="9054778" type="UNKNOWN" weightage="60" keywordseo="chase-hudson">Chase Hudson</keyword> and 18-year-old Josh Richards were friends.Both found early success on Musical.ly, the app that eventually became TikTok, and toured the country together during Lights Out, a roaming fan meet-and-greet that featured some of the platform's most recognizable faces. It's unclear when and why exactly the relationship between Hudson and Richards ruptured. In March 2020, their behind-the-scenes beef became public and viral when Richards and Hall dropped "Still Softish." Among other things, Richards rapped about Hudson reportedly trying to hit on Richards' then-girlfriend <keyword id="9307972" type="UNKNOWN" weightage="60" keywordseo="nessa-barrett">Nessa Barrett</keyword>, 17.Hudson, at the time of the diss track's release, appeared to be in an "<a href="https://www.insider.com/charli-damelio-met-j-lo-exclusive-not-dating-lilhuddy-yet-2020-2">exclusive</a>" relationship with Charli D'Amelio, who at only 16 years old is the most followed creator on TikTok with over 40 million followers. In mid-April, Hudson and D'Amelio <a href="https://www.insider.com/when-did-charli-damelio-chase-hudson-breakup-cheat-lilhuddy-2020-4">confirmed their breakup</a> with matching Instagram Stories.D'Amelio never publicly commented on "Still Softish" or the unconfirmed cheating rumors it implied. Hudson tweeted a <a href="https://twitter.com/xlilhuddy/status/1241083455338762240?lang=en">cryptic response to the song</a> and <a href="https://www.youtube.com/watch?v=oBtxb1IVGWU">reacted to the music video on-camera</a> for a video on Hall's YouTube channel, but never explicitly confirmed or denied the song's allegations.<h2>The controversy erupted again on Monday between Hype House and Sway House</h2>By June, Richards and Hudson appeared to have reached an amicable truce. Their two collab houses, Hype House and Sway House — where fellow TikTok creators live and work together — began working on content with one another. Michael Gruen of TalentX Entertainment, Sway's parent company, <a href="https://www.insider.com/sway-hype-house-clubhouse-tiktok-collab-houses-2020-6">told Insider</a> that while there was no planned merger, the two groups were making a conscious effort to "support" and build "each other up instead of competing."But on July 6, "Still Softish" rumors resurfaced and sparked a cross-platform creator battle royale in the process. On Monday evening, @tiktokroom flagged what was, more or less, the first sign that something was amiss: D'Amelio was no longer following Hudson and Barrett on Instagram. The online speculation spiked when <a href="https://www.instagram.com/p/CCUFef9D6rZ/">D'Amelio shared a picture of herself on Instagram</a> with a pithy caption: "your loss." From there, fans noticed that Hype House cofounder <keyword id="9398298" type="UNKNOWN" weightage="60" keywordseo="thomas-petrou">Thomas Petrou</keyword> had unfollowed Barrett — a potential <a href="https://youtu.be/J-OvytKkqoU">Hype House recruit</a> — and Barrett had apparently unfollowed him, too. Barett also deleted all of the videos she'd recently filmed at the Hype House from her feed. Soon after, fans realized Richards and Hudson had unfollowed each other as well. In support of their friend, Sway affiliates Anthony Reeves, Griffin Johnson, Kio Cyr, and Blake Gray unfollowed Hudson, too. Word of the inter-collab house upheaval spread like wildfire, as new information continued to emerge. Earlier that day, Heidi D'Amelio, Charli's mother, mysteriously posted and deleted an Instagram Story that featured two angry emojis against a pitch-black background. Hudson's mother, known to fans as "Mama Hudson," shared cryptic posts about trust, love, and honesty in relationships on her Instagram Story. <h2>Ultimately, the drama appeared to center around the young teen stars' relationships</h2>In a since-deleted tweet, Hudson attempted to clear his name and pull the plug on the scandal by addressing it head-on. "All of this drama going on is because I kissed Nessa when we were both single," he wrote. D'Amelio <a href="https://twitter.com/charlidamelio/status/1280300576224366592?s=20">replied</a> with "then you shouldn't have come to my house after without telling me..."Hudson responded by airing his critics' dirty laundry, too. "Since all my drama has to be put on the internet for the world to judge me, let's lay out everyone else's...I'm not going to let these hypocrites ruin my life without their lives being on the internet too." Hudson then went on to level accusations of infidelity and violations of trust against several members of Sway.Hudson ended his note with an apology to Charli. "The only person who has a right to be upset with me is Charli and I'm sorry I hurt her," he wrote. "We broke up and I messed up by kissing Nessa."D'Amelio, however, wasn't having it. "stop deflecting you're actions onto others because you can't take responsibility chase," she <a href="https://twitter.com/charlidamelio/status/1280351859631206400?s=20">tweeted</a>. "want me to talk about how you treated me throughout our relationship or do you just want to continue to play the victim?"<h2>Internet stars across multiple platforms sent messages of support to Charli D'Amelio</h2>The TikTokalypse attracted the notice (and hot takes) of celebrity YouTubers, too, including Tana Mongeau, <a href="https://www.instagram.com/p/CCWUvwHHymV/?utm_source=ig_web_copy_link">Trisha Paytas</a>, and Nikita Dragun."Sup guys, this is just a video reminder letting you all know to protect Charli D'Amelio at all costs and don't let the corrupt parts of Hollywood f--- her up because she's just a child," Mongeau <a href="https://vm.tiktok.com/J8yX9c2/">said in a TikTok</a> about the blowback. On Twitter, Dragun <a href="https://twitter.com/nikitadragun/status/1280265522257334272?s=21">joked</a> that she'd "like to personally thank the tik tok community for taking the drama crown away from the beauty community."It seems like D'Amelio, for her part, is moving past it. In a comment given to <a href="https://youtu.be/js8wNKfUumg">The Hollywood Fix</a> last night, D'Amelio responded diplomatically when asked whether she'd be willing to forgive Hudson. "I think I said what I have to say," D'Amelio said. "And I know my truth. And I don't lie. So I defended myself. That's all I needed to do."<ul class="read-more-links"><li>Read more:</li><li><a href="https://www.insider.com/sway-hype-house-clubhouse-tiktok-collab-houses-2020-6">Drama, arrests, and break-ins are growing pains for some of the biggest TikTok collab houses</a></li><li><a href="https://www.insider.com/tiktok-josh-richards-sway-house-hiatus-apology-2020-6">The face of one of TikTok's buzziest collab houses took an abrupt hiatus amid a meteoric rise. Now he's ready to explain why.</a></li></ul>

A falling-out between TikTok's biggest stars led to a wave of creators unfollowing and subtweeting each other

<ul class="summary-list"><li>The landscape of elite <keyword id="6762469" type="UNKNOWN" weightage="60" keywordseo="TikTok">TikTok</keyword> collab houses has shifted significantly in recent months. </li><li>At the <keyword id="8532020" type="UNKNOWN" weightage="60" keywordseo="Hype-House">Hype House</keyword>, new members and a change of scenery are breathing new life into an established brand. </li><li>Likewise, a couple of rocky months for <keyword id="9307970" type="UNKNOWN" weightage="60" keywordseo="sway-la">Sway LA</keyword> has ultimately led the group to more stable ground. </li><li>The Clubhouse is vying for "rookie of the year" status as its creator roster and real estate footprint continue to grow. </li><li>Mansion life isn't always sweet for the young creators who live in these houses. Often, it means sacrificing their privacy and learning to live with unexpected (sometimes downright creepy) fan drop-ins. </li></ul>At three of TikTok's most popular and influential collab houses, change seems to be the only constant. Some of those changes have been happening quietly in the background, while others have been incredibly public and tumultuous. Given how much news they've generated, it's hard to believe all of these groups are less than a year old. The Hype House, led by Chase Lil Huddy Hudson and Thomas Petrou, is only about six months in. Sway, or Sway LA, formed shortly thereafter in January. The Clubhouse is even newer to the scene, although it's certainly made up for lost time. Now, we're starting to see three rollercoaster months of drama smooth out. Old friends-turned-rivals are reuniting. Popular creators are leaving and joining established houses, while new houses pop up elsewhere. And as these collab houses continue to grow their followings by thousands every week, the effects of viral internet fame are starting to impact members' real lives. <h2>Sway LA is rolling with the punches.</h2>The <a href="https://www.tiktok.com/@theswayla?lang=en">Sway House</a>, also known as Sway LA, is Los Angeles TikTok collab house that has a reputation for controversial personalities. An unwavering commitment to sparking and embracing controversy has, up to this point, been the group's defining trait. For the uninitiated, the "Sway boys" are shade-room regulars, known for engaging in Twitter spats, sparking <a href="https://youtu.be/9HpeXVCuqjU">minor feuds</a>, dropping <a href="https://youtu.be/zIUSMI1Y-7o">diss tracks</a>, and, occasionally, <a href="https://twitter.com/JoshRichards/status/1255164522651742208?s=20">flashing fans</a> on Instagram Live.In May, while vacationing in Texas, two of Sway's most recognizable faces, Bryce Hall and Jaden Hossler, were <a href="https://www.insider.com/bryce-hall-arrest-drug-sway-house-jaden-hossler-charges-2020-5">arrested on drug-related charges</a>. In the aftermath, Hossler and fellow Sway boy Josh Richards announced they'd be taking an <a href="https://www.insider.com/tiktok-josh-richards-sway-house-hiatus-apology-2020-6">indefinite hiatus</a> from the group. In an interview with Insider, Richards cited his own "recklessness" and penchant for "the LA partying <keyword id="15482" type="COMPANY" weightage="60" keywordseo="lifestyle">lifestyle</keyword>" as his personal reasons for the planned break. The controversy triggered a flood of unexpected fan drop-ins at the house. The visits were likely meant to be a show of support for Sway amid the chaos, but on Twitter, member Anthony Reeves had to repeatedly ask fans to stop <a href="https://www.insider.com/sway-house-bryce-hall-jaden-hossler-arrests-texas-fans-harassment-2020-5">pulling up to the house</a>, knocking on the door, peering through the windows, and trying to record videos of the group at home. Hopefully, Sway's newest member, <a href="https://www.instagram.com/blakegray/">Blake Gray,</a> is prepared to deal with the scrutiny. <h2>Fresh faces are moving in and filling vacancies at the Hype House, as the group grapples with ongoing <a href="https://www.insider.com/trespassing-break-in-hype-house-2020-6">privacy issues</a>. </h2>The Hype House is a Los Angeles-based Generation Z content creator collective that originally included twenty of Tik Tok's rising and established stars.Following an internal <a href="https://www.insider.com/hype-house-members-drama-split-daisy-2020-3">legal dispute and power struggle</a>, the Hype House lost a few members this year, including sisters <a href="https://www.insider.com/charli-d-amelio-bio-how-old-tiktok-famous-renegade-super-bowl-2020">Charli</a> and <a href="https://www.insider.com/dixie-damelio-interview-profile-tiktok-fame-charli-2020-4">Dixie D'Amelio</a> and <a href="https://www.insider.com/tiktok-hype-house-facing-power-struggle-legal-dispute-2020-3">Daisy Keech</a>, who subsequently went on to found the Clubhouse. Now, the group is introducing new members, including <a href="https://www.instagram.com/taylerholder/">Tayler Holder</a> and <a href="https://www.instagram.com/olivia.ponton/">Olivia Ponton</a>, the current girlfriend of 'Sway boy' <a href="https://www.instagram.com/kiocyr/">Kio Cyr</a>. To make room for <a href="https://www.instagram.com/p/CBgDNVwl8Ip/?utm_source=ig_web_copy_link">new entrants</a> (and allow more of the group's existing affiliates to live on-site), the Hype House relocated at the end of May and moved into an <a href="https://www.instagram.com/p/CA1j7HJHIMY/?utm_source=ig_web_copy_link">even larger mansion</a> formerly known as the <a href="https://www.businessinsider.com/faze-clan-collab-house-mansion-los-angeles-rent-details-history-2020-4">Clout House</a>, which was vacated earlier this year by gamer collective FaZe Clan. But the multi-million dollar upgrade has come with a problem — a line of cars filled with <a href="https://www.instagram.com/p/CBcNpomn_n2/?utm_source=ig_web_copy_link">fans and their parents</a> has been forming outside their new digs <a href="https://www.instagram.com/p/CBck_FUnqHz/?utm_source=ig_web_copy_link">every night,</a> according to Petrou. <a href="https://www.instagram.com/p/CBf0cibHEJA/?utm_source=ig_web_copy_link">Phone harassment</a> has been an issue for member Tony Lopez, too.Not long after moving out, the group learned of <a href="https://www.insider.com/trespassing-break-in-hype-house-2020-6">a break-in</a> at the <a href="https://www.insider.com/tiktok-hype-house-teens-today-show-tour-2020-2">old Hype House</a> — the Los Angeles mansion that, until recently, was their home. It remains unclear how and when the breach occurred, but multiple members who lived in the house reported missing possessions (include Kouvr Annon's pet fish) and extensive damage to the home's interior. The house, on which the group still pays rent, had been "<a href="https://www.instagram.com/p/CBWj0fqFYq0/?utm_source=ig_web_copy_link">deep-cleaned</a>" by maids before move-out last month. For now, Hype House management has "turned the full investigation over to law enforcement."<h2>Amid a storm of controversy that's followed both houses, rumors swirled that they could be merging, but they don't appear to be true.</h2>The <a href="https://www.seventeen.com/celebrity/a32811702/hype-house-sway-house-combining-rumors-swype-house/">whispers</a> were helped along by content the houses have been making together recently. Last week, when Richards <a href="https://www.instagram.com/p/CBdpFUMASrh/?utm_source=ig_web_copy_link">sported</a> a hoodie from Hudson's merch line on Instagram, fans went wild. Hudson seems to have <a href="https://www.instagram.com/p/CBduOT2H44W/?utm_source=ig_web_copy_link">followed</a> Richards and Hall on Instagram again after the pair dropped a <a href="https://youtu.be/zIUSMI1Y-7o">diss track</a> about him in March. Hall, meanwhile, has been popping up in Hype House cofounder Thomas Petrou's <a href="https://youtu.be/RfCd0vhnmvU">content</a> a lot <a href="https://youtu.be/TSthxjbulyA">lately</a>. According to Michael Gruen of TalentX Entertainment, Sway's parent company, a Sway-Hype merger is not underway. But the two groups are consciously focusing on "building each other up instead of competing.""It's all just a rumor," Gruen told Insider via email. "We're using the term swype to show the support between the two teams."<h2>The Clubhouse family is growing with two more houses, including an "OG" creator house, in the works. </h2>The <a href="https://www.instagram.com/theclubhousebh/">Clubhouse Beverly Hills</a>, the TikTok collab house <a href="https://www.insider.com/daisy-keech-why-she-left-the-hype-house-2020-3">Daisy Keech</a> founded after leaving the Hype House earlier this year, is expanding to create a small network of affiliated collab houses, including <a href="https://www.instagram.com/clubhousenext/">Clubhouse Next</a>, a group of five influencers that appeal to a slightly younger, edgier crowd, and a third house that fans have speculatively nicknamed "<a href="https://www.instagram.com/p/CBWudwkn_sS/?utm_source=ig_web_copy_link">the OG muser house</a>." This house, according to management, will include <a href="https://www.instagram.com/p/CBYdpzZgx5G/?utm_source=ig_web_copy_link">ten creators</a> "people used to know and love together" on Musical.ly, the app that has since become TikTok. (For Gen Z, the app's Musical.ly era represents a simpler, happier time, much the way millennials feel about Vine). The first confirmed members of the new house? Musical.ly crossover stars <a href="https://www.businessinsider.com/who-is-baby-ariel-2016-6">Baby Ariel</a> and <a href="https://www.instagram.com/marioselman/">Mario Selman</a>. Most of the creators involved with Clubhouse Beverly Hills and Clubhouse Next are in Tulum right now to shoot content for <a href="https://www.instagram.com/clubhouseexplore/">Clubhouse Explore</a>, a new project the brand will be formally introducing soon. Explore is intended to be a roaming "travel house" that will pop up in eye-catching locales, such as French Polynesia, Hawaii, Bali, or Tulum, for three to four months at a time. <ul class="read-more-links"><li>Read more:</li><li><a href="https://www.insider.com/trespassing-break-in-hype-house-2020-6">Theft, vandalism, trespassing at the mansion formerly home to the Hype House, one of TikTok's best-known creator collectives</a></li><li><a href="https://www.insider.com/tiktok-josh-richards-sway-house-hiatus-apology-2020-6">The face of one of TikTok's buzziest collab houses took an abrupt hiatus amid a meteoric rise. Now he's ready to explain why.</a></li><li><a href="https://www.insider.com/tiktok-george-floyd-black-lives-matter-teens-parents-racist-views-2020-6">Teens on TikTok are exposing a generational rift between parents and kids over how they treat Black Lives Matter protests</a></li></ul>

Drama, arrests, and break-ins are growing pains for some of the biggest TikTok collab houses

<ul class="summary-list"><li>Cash App, the mobile payment platform run by financial services company Square, has gone viral on TikTok. </li><li>The company paid creators thousands of dollars each to promote its mobile payment app on TikTok using the hashtag #cashappthatmoney.</li><li>Cash App's TikTok marketing push, which launched in December, drove over 136 million video views and generated 9,600 paid and organic videos to-date.</li><li>Business Insider spoke to multiple creators and an influencer marketing agent who worked on the campaign to learn how it came together.</li><li><a href="https://www.businessinsider.com/prime">Click here for more BI Prime stories</a>.</li></ul>Cash App, a mobile payment platform run by the financial services company Square, has gone viral on TikTok. The company launched an influencer marketing campaign on TikTok in December, paying dozens of high profile creators - including residents of the TikTok "collab houses" <a href="https://www.businessinsider.com/tik-tok-stars-live-rent-free-in-mansion-sway-house-2020-1">Sway LA</a> and the <a href="https://www.insider.com/hype-house-members-charli-d-amelio-lilhuddy-tiktok-los-angeles-2020-1">Hype House</a> - to make videos promoting its mobile payment app. It's <a href="https://www.businessinsider.com/tiktok-ads-more-efficient-than-instagram-fintech-startup-tally-2020-2">one of several fintech companies</a> that have been advertising on TikTok in the past year.To help its campaign spread on the app, the company worked with the musical artist and influencer, Shiggy, who has a background making viral content on social media.Shiggy first rose to fame when he posted an <a href="https://www.instagram.com/p/BkoUbKJhFFz/" target="_blank" rel="noopener">Instagram video</a> of himself dancing to Drake's new single, "In My Feelings," in 2018. The video generated 7.4 million views and <a href="https://www.businessinsider.com/authorities-say-stop-exiting-moving-cars-for-inmyfeelings-challenge-2018-7">sparked an international dance challenge</a> that helped bump the song to the No. 1 spot on Billboard's Hot 100 singles chart.Cash App used Shiggy's music and dance clout to promote a brand-friendly original song, "Cash App," for its campaign. The company's TikTok marketing push drove 136.5 million video views with the hashtag #cashappthatmoney, and generated 9,600 paid and organic videos with Shiggy's "Cash App" playing in the background.While other companies like Samsung and the cosmetics brand e.l.f. <a href="https://www.businessinsider.com/emarketer-marketing-on-tiktok-report-2019-11" rel="noopener">have created custom songs for TikTok ad campaigns</a>, Square said it didn't write "Cash App." Shiggy first posted the track on SoundCloud in 2018 without any involvement from Square. He re-released the track on popular streaming platforms like Apple Music and Amazon Music on November 27, 2019, roughly two weeks before the #CashAppThatMoney campaign kicked off on TikTok. While Shiggy wasn't commissioned by Square to make "Cash App," his decision to create a song about the brand poses an interesting question about the degree to which influencers can use original music to score sponsorship deals with companies in the TikTok age.Shiggy is one of several artists to release a song centered around the mobile payment app in the past two years: Artists Dreezy and Teejayx6 both produced "Cash App" tracks last year, according to a <a href="https://genius.com/a/shiggy-tries-his-hand-at-rapping-with-cash-app?utm_source=twitter" target="_blank" rel="noopener">sponsored story</a> that Cash App promoted on the lyrics site, Genius.com. "Cash App" has millions of plays on TikTok, but remains relatively obscure on other platforms: It has just over 17,000 Spotify listens, around 13,000 YouTube plays, and roughly 36,000 streams on SoundCloud to-date.Seeing multiple artists write songs about the Cash App may have inspired Square to create a music-centered ad campaign. The company declined to comment for this story and Shiggy did not respond to a request for an interview.Business Insider spoke to multiple creators and an influencer marketing agent who worked on Cash App's TikTok campaign to learn how the company approached running sponsored content on the platform. Most asked to remain anonymous in order to not violate their agreements with Square.<h2>Square gave content recommendations to creators participating in the campaign</h2>Business Insider reviewed the campaign brief that Cash App sent to creators who were producing sponsored content for the company."Create a TikTok with your best interpretation of the catchy song in everyday situations," the company wrote, referring to Shiggy's "Cash App" single. "And use hashtag #CashAppThatMoney."The company offered a set of "starter ideas" for the types of videos a creator could produce: <ul><li>Making fun of how broke you are.</li><li>Window shopping (online or in real life).</li><li>When your friend clearly owes you money.</li><li>When you win a bet by doing something dope.</li></ul>A quick survey of videos created with the #CashAppThatMoney shows that many creators used Cash App's suggestions for their sponsored posts.<h2>Cash App paid thousands of dollars for individual posts from popular creators</h2>Square hired dozens of TikTok creators to create content for its #CashAppThatMoney campaign, including the Hype House's Chase Hudson, Addison Rae, Tony Lopez, and Ondreaz Lopez, and Sway LA's Josh Richards, Kio Cyr, and Griffin Johnson. These seven creators alone have a combined 59.6 million followers on TikTok.While Square declined to comment on how much it compensated influencers for each video, one agency told Business Insider that the company paid $5,000 for a video for one of its clients with more than one million TikTok followers. Another creator who created a #CashAppThatMoney video confirmed that a 4-figure payment was on par for the campaign. Other brands like the milkshake company F'real Foods <a href="https://www.businessinsider.com/milkshake-brand-freal-tiktok-influencer-marketing-success-analysis-2020-1">said they pay between $400 and $450</a> for a sponsored post on TikTok.Square's higher rate for sponsored content could be tied to the fact that it hired some of TikTok's most popular creators who command top prices for promoted videos. Fintech companies have also seen a high return-on-investment from influencer marketing campaigns on TikTok, potentially making it worth it to pay a bit more to reach a larger audience on the app.The financial technology company, Tally, <a href="https://www.businessinsider.com/tiktok-ads-more-efficient-than-instagram-fintech-startup-tally-2020-2">told Business Insider</a> that TikTok ads have been 300% more efficient than Instagram ones in driving downloads of its automated debt management app. For more on how brands and influencers are interacting on TikTok, check out these other Business Insider Prime posts:<ul><li><a href="https://www.businessinsider.com/tiktok-ads-more-efficient-than-instagram-fintech-startup-tally-2020-2">CASE STUDY: TikTok ads have been 300% more efficient than Instagram ones in getting new users for fintech startup Tally</a>: As more adults sign up for TikTok, fintech brands are using influencer videos and its self-serve ad platform to advertise on the platform.</li><li><a href="https://www.businessinsider.com/milkshake-brand-freal-tiktok-influencer-marketing-success-analysis-2020-1">A milkshake brand blew up on TikTok, and its 460,000 followers have changed how it approaches marketing and its target audience</a>: With 460,000 TikTok followers, the milkshake maker F'real has built a larger following than national brands like Chipotle, Walmart, and Burger King.</li><li><a href="https://www.businessinsider.com/tiktok-photographer-gains-3-million-followers-3-months-quits-job-2020-1">A TikTok photographer explains how he gained 3 million followers in 3 months and was able to quit his job as an insurance actuary</a>: Alexander Stemplewski quit his job to focus on social media and photography. Here are the three ways he plans to earn a living as an influencer.</li><li><a href="https://www.businessinsider.com/inside-tiktok-talent-agency-manager-for-influencers-talentx-2020-1">How TalentX plans to rule TikTok, starting with 32 influencers and a Los Angeles mansion</a>: TalentX Entertainment is eyeing brand partnerships, merchandising, live events, and television and film development for its roster of TikTok stars.</li></ul><a href="https://www.businessinsider.com/intelligence/stories-slide-deck?IR=T&amp;itm_source=businessinsider&amp;itm_medium=ctgr_bii&amp;itm_term=ctgr_leadgen&amp;itm_content=tiktok&amp;itm_campaign=stories-slide-deck"></a>

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