Archive for Amanda Perelli

Meet the new influencer company working with top creators and models on OnlyFans

unruly agency influencer onlyfans accounts 4x3

Hi, this is Amanda Perelli and welcome back to Insider Influencers, our weekly rundown on the influencer and creator economy. Sign up for the newsletter here.

Before we get started, I want to first introduce a new reporter on the business of influencers team, Mark Stenberg!

You can reach Mark at [email protected] and on Twitter @MarkStenberg3. He will be covering all things related to the creator economy and new media models.

Now onto the news. 

A new influencer agency has climbed to prominence in the industry by helping creators and models manage their OnlyFans accounts.

Unruly Agency works with top influencers like Tana Mongeau and Daisy Keech, offering a full-service approach to OnlyFans.

I spoke with the founders of Unruly and industry insiders to learn how the agency works and the services it provides.

Here are a few key takeaways:

  • Unruly helps clients set up content shoots and an OnlyFans posting schedule.

  • Unruly also works with some influencers on incorporating integrative marketing on OnlyFans through product placement.

  • The company has connected clients with brands like Fashion Nova, Pretty Little Thing, and Manscaped for brand partnerships.

  • Some other talent managers don't want to work with OnlyFans, so their clients are jumping directly to Unruly.

"We look at ourselves as a concierge service for influencers," Unruly said in a statement. "We take the talent's ideas and help them roll them into production to bring them to life."

Read the full story on Unruly Agency here.

An LA landlord is suing a TikTok influencer group after months of conflict

Drip Crib LA - TikTok house
(L-R) Drip Crib residents Dedrick Spence, Abel Carden, Chris Weaver, Desmond Spence and Emiliano Decontreras Jr. make a TikTok video on May 08, 2020.

During the rise of TikTok, a wave of social-media stars moved into Los Angeles mansions to live together and make content.

But it hasn't been all smooth sailing.

My colleague Dan Whateley wrote that an LA landlord is suing the TikTok collective "Drip Crib," launched by Devion Young. 

  • Young spent tens of thousands of dollars to form the house, renting a mansion for himself and creators and moving into it in March. But he soon fell behind on rent.

  • The property's owner alleged in the lawsuit that the group unlawfully conducted business at the house.

  • In the suit, the landlord also alleged the group had violated LA's health and safety code during the coronavirus pandemic.

Read more on the lawsuit here.

Leaked slides from a recent Instagram presentation reveal the advice it's giving to creators on what to post

Instagram reels

Instagram has been meeting with creators in the last several months and sharing advice about what to post.

My colleague Sydney Bradley wrote about a recent Instagram presentation, whose slides were leaked to Insider.

It included advice like this: 

  • Stories: "Behind the scenes of your daily life" or "In-the-moment updates"

  • Reels: "Entertaining, short videos" or "Your take on trending content"

  • Live: "Direct conversations with your audience" or "Invite friends"

For Feed posts, Instagram recommends to "Use carousels for more engagement in one post" [Carousel posts can feature up to 10 slides] and to "Stay active in the comments to stay engaged with your community."

Read more on the leaked slides here.

How the 9-publication cooperative Brick House designed a revenue splitting system

Maria Bustillos
Brick House Cooperative founding member Maria Bustillos says the goal of the project longevity, not profit.

The Brick House Cooperative is a group of nine independent publications that operate under one umbrella.

The media collective is worker-owned, subscription-based, and free of formal investment.

Mark wrote that the group created a 25-page legal document that lays out how the publications divide revenue and split ownership.

"The entire structure is dedicated to: If it grows, the people who are in it are the ones who are going to benefit," said the group's founder, Maria Bustillos.

Read more about Brick House's revenue splitting system here.

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SeatGeek
SeatGeek's "behind the scenes," video with David Dobrik at his NYC pop-up shop.

Seeking nominations for the top executives in influencer marketing

TikTok logo
FILE PHOTO: The TikTok logo is pictured outside the company's U.S. head office in Culver City, California, U.S., Sept. 15, 2020.

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olivia josh hsmtmts
Olivia Rodrigo and Joshua Bassett of High School Musical: The Musical: The Series perform onstage during the 5th Annual Elsie Fest: Broadway's Outdoor Music Festival on October 5, 2019 in New York City.

'Drivers License' by Olivia Rodrigo is TikTok's latest obsession. A speculated love triangle is fueling its popularity.

Actress Olivia Rodrigo's debut single "Drivers License" has exploded on TikTok.

Insider reporters Rachel E. Greenspan, Palmer Haasch, and Kat Tenbarge wrote that the song's appeal is partly thanks to its Taylor Swift-esque storytelling.

TikTok users have latched onto the song, making videos speculating about its meaning, praising its lyricism, and creating memes.

Read more about the viral hit here.

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Some influencers are secretly using ghostwriters to respond to OnlyFans messages

Black influencer

Hi, this is Amanda Perelli and welcome back to Insider Influencers, our weekly rundown on the influencer and creator economy. Sign up for the newsletter here.

The paywall-content platform OnlyFans has recently surged in popularity among influencers on YouTube, Instagram, and TikTok.

This week, I wrote about how many of these influencers have leaned into the messaging component of OnlyFans, rather than the explicit content that made the platform famous.

In short: fans pay to message their favorite creators.

Here's how it works: 

  • Free-tier users are often told to add a tip to send a message (usually with a minimum tip of $5).

  • Or they can send a big up-front tip (usually between $100 and $200) to be added to VIP tier for "unlimited" chatting.

But the amount of messaging needed to run a successful OnlyFans has led some influencers to use ghostwriters to respond to messages on their behalf, industry insiders said.

It's a secret that no one wants to discuss openly, since if fans found out they might feel betrayed - and stop paying.

"The relationship with the audience is so temperamental," one manager said. "If anyone found out that was happening the audience would be pissed."

From what we know, the use of OnlyFans ghostwriters is a practice popular in the influencer community rather than among the sex workers who propelled the platform to prominence.

Read more about influencers hiring ghostwriters for their OnlyFans here.

How much money TikTok pays for key US jobs 

TikTok star Addison Rae at the 2020 Billboard Music Awards
TikTok star Addison Rae.

TikTok has continued to hire this year despite political pressure from the Trump administration and threats of a ban.

The ByteDance-owned company has already tripled its US headcount in 2020.

My colleagues Dan Whateley and Ashley Rodriguez analyzed disclosures on work visas to show how much the company pays for certain roles.

Based on the data, TikTok and ByteDance offered staffers on work visas in the US annual base salaries:

  • Product and engineering - $108,000 to $480,000 base salary.

  • Data science and research - $96,000 to $230,000 base salary.

  • Monetization-focused roles - $70,000 to $224,000 base salary.

Check out the full breakdown of TikTok salaries here. 

A 59-year-old dad and his sons have gained over 2 million TikTok followers and built a family business

The McFarlands TikTok
The McFarlands.

The TikTok hashtag #DadsofTikTok has racked up over 9 billion total views. 

And one TikTok famous dad, 59-year-old Dan McFarland, is the star of his family's viral account. 

The McFarlands are a family of five from Kentucky who now have over 2 million followers on TikTok. 

My colleague Sydney Bradley wrote that this year they started regularly working with brands on sponsored content.

Their starting rates are between $5,000 and $8,000 for a sponsored TikTok video, and then an additional starting rate of $3,000 to $6,000 for that same footage to be posted on Instagram.

Read more on the McFarlands here.

A TikTok product lead explains the 6 ways to run ads on the app 

TikTok
TikTok.

At a presentation last month, TikTok's North America product strategy lead Gabriel Nicolau spoke about the company's eight marketing products (including six ad products). 

Dan wrote that TikTok's current ad solutions are more tailored to big brands looking for a splashy takeover than a local restaurant aiming to draw in new customers, despite the company's recent efforts to court smaller accounts.

Nicolau described one of TikTok's ad formats as "like having a mobile Times Square in your pocket."

Read the key takeaways from Nicolau's presentation here.

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A $45,000 check was paid out to one of Jeffree Star's sexual assault accusers by a Jeffree Star Cosmetics executive.
A $45,000 check was paid out to one of Jeffree Star's sexual assault accusers by a Jeffree Star Cosmetics executive.

Jeffree Star's sexual-assault accuser was paid $45,000 by a Jeffree Star Cosmetics executive, leaked documents say

New documents appear to show that YouTuber Jeffree Star and his team attempted to stop Insider reporter Kat Tenbarge's October investigation into Star. 

A blog devoted to online gossip published an image of a cashier's check that appears to show a $45,000 payment to Star's sexual-assault accuser Gage Arthur from a Jeffree Star Cosmetics executive days after Arthur retracted his allegations to Insider.

Previously, Insider reported that Gage Arthur (who goes by his middle name) accused Star of performing nonconsensual oral sex on him at Star's home in 2009 while Arthur was intoxicated. 

Finally, the document indicates that Arthur would be paid an additional $20,000 for contacting two of Insider's other sources for the investigation. 

Read the full post here. 

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In this Feb. 28, 2019 file photo, actress Lori Loughlin poses with her daughter Olivia Jade Giannulli, left, at the 2019 "An Unforgettable Evening" in Beverly Hills, California
Actress Lori Loughlin and her daughter Olivia Jade Giannulli (left)

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Influencers say a talent-management firm took $299 ‘deposits’ up front but failed to deliver on promises and didn’t refund them

iq advantage influencer scam 4x3

Hi, this is Amanda Perelli and welcome back to Insider Influencers, our weekly rundown on the influencer and creator economy. Sign up for the newsletter here.

When looking for a talent manager as an influencer, there's a lot to watch out for. And there are some red flags influencers should be wary of.

My colleague Sydney Bradley reported this week that the management firm IQ Advantage took $299 "deposits" up front from influencers and promised to help grow their Instagram accounts and get brand deals.

But 13 influencers told Sydney that the firm failed to deliver on its promises and then didn't give back their deposits.

"I've probably hit them up like three or four times since, just asking for the money back," one influencer said.

When Sydney started asking questions, IQ Advantage shut down.

Industry experts said the type of deposit IQ Advantage took isn't standard and should have been a red flag.

But they also said it wouldn't be the last dubious agency to focus on micro influencers who are trying to break into the industry.

Check out the full story here. 

Leaked Fashion Nova campaign briefs reveal what it's offering to pay influencers for sponsored content

FashionNova logo

The edgy fast-fashion brand Fashion Nova has grown in the last few years by partnering with influencers.

But some insiders say the brand has lowball pricing on sponsored content and an emphasis on "gifting" that feel out of step with the current marketplace.

I spoke with five talent managers and agents who work with influencers to learn what campaign asks and rates Fashion Nova has offered recently. 

Here's what they said: 

  • One example of a brief sent to an influencer with over 100,000 Instagram followers asked for multiple posts for no cash payment.

  • Several agents said it wasn't just the pricing that bothered them, but the contract terms as well.

  • Two agents said Fashion Nova included the term "perpetual usages" in the contract agreement, which gives the brand the right to use and repurpose the content in perpetuity.

"It's not just a low fee," one agent said about Fashion Nova's influencer deals. "It's also so many posts, and they want the rights to the content. Honestly, it undervalues the marketplace." 

Read more on Fashion Nova here.

How TikTok has impacted different industries from music to retail to cybersecurity in 2020

tiktok september 15 deadline 4x3

TikTok has dominated headlines and has repeatedly been mentioned in investor and analyst calls this year.

Execs at Netflix, eBay, and Spotify have all spoken with investors about TikTok.

My colleague Dan Whateley broke down some key takeaways from a review of hundreds of interview transcripts.

One CEO even had to address TikTok trolling.

"During the lockdown, we've also been part of an organized TikTok campaign by a small group of teenage influencers who have been spamming certain apps such as video conferencing and homework apps with one star ratings and reviews," Life360's CEO Chris Hulls said on an earnings call in April.

Here are some of the companies that have discussed TikTok with investors and analysts this year:

  • Advertising: Publicis Groupe, WPP

  • CPG: McCormick & Company, Reckitt Benckiser

  • Cybersecurity: Intrusion, Cloudflare, WISeKey

  • Finance: PagSeguro Digital, SoftBank Group

Read the full post here.

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TikTok
TikTok.

TikTok has accidentally recreated the most annoying part of Twitter with its 'Stitch' function

TikTok's new "Stitch" function allows users to add their responses to other videos.

The feature is similar to Twitter's quote retweets, a feature that has been criticized for making Twitter seemingly meaner.

Palmer Haasch from Insider wrote that the new TikTok feature has brought "Prompt Twitter," where people respond to questions, to TikTok.

Prompt Twitter can flood your timeline with responses to an arbitrary question.

Stitch videos could fall into similar pitfalls because of the app's algorithm.

Read the full post here.

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bella poarch tiktok composite
TikTok star Bella Poarch.

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How a photographer landed top TikTok stars as clients

Tati Bruening

Hi, this is Amanda Perelli. Welcome back to Insider Influencers, our weekly rundown on the influencer and creator economy. Sign up for the newsletter here.

A year ago, Tati Bruening became obsessed with TikTok and would sit and scroll for hours. 

Then she got an idea: What if she could take photos of these rising stars for her Instagram? 

"I saw the potential in the talent and the e-boy scene," Bruening said. "These are good looking boys that could have a career in modeling, why aren't we taking advantage of this?"

This week, I wrote about how the 19-year-old photographer (known as Illumitati online) has built a business taking fashion portraits of top TikTok stars like Chase Hudson and Avani Gregg. Hudson, aka Lil Huddy, is obsessed with fashion, and Bruening has taken dozens of photos of him in looks styled by 23-year-old fashion stylist Tabitha Sanchez.

Together, Bruening and Sanchez have worked on shoots for TikTok creators like Sienna Mae Gomez (7.9 million followers), Larray (17.9 million followers), and Willy Wonka TikTok (16 million followers). 

How did Bruening first reach these Gen-Z stars?

To land her first subjects, she used Instagram to catch their attention, and sent dozens of simple messages like "Let's shoot!" to creators. 

By the end of May, Bruening had her first studio session with TikTok star Zieler, who had under 100,000 followers at the time. 

"Eventually, I got to this point where Lil Huddy DM'd me and said, 'Hey, when are we shooting?'" she said. "A bunch of these really, really awesome people started having interest in me, and I think that was after I had done a shoot with luvanthony and became connected with TalentX." 

Read more about Bruening's photography business here.

The email template an influencer uses to turn gifting offers into paying deals

Emma Cortes Influencer lifestyle
Emma Cortes

Instagram influencer Emma Cortes has about 38,000 followers and she booked $40,000 in brand deals in 2019.

She works with brands on creating fashion and lifestyle content and strategically negotiates with the brands to turn their offers into long-term, paying deals — even if the brand only offered a gift. 

My colleague Sydney Bradley spoke with Cortes about her negotiation strategy, which she breaks down step-by-step, and an email template she uses.

"I never really give a flat rate," Cortes said. Instead, she provides a range.

Right now, her average rates are between $1,500 to $2,500 for an in-feed Instagram post and a few story slides, she said. Business Insider verified these rates (and her income) through documentation provided by Cortes.

So far, this strategy has allowed Cortes to secure some five-figure deals that are multi-month contracts, she said.

Read the email template Cortes uses for turning a gifting opportunity into a paid brand deal here.

A full-time candle maker earns more money from YouTube videos about her products than from selling them

Erica Boucher

Erica Boucher, 26, lives in California and makes soy wax candles for a living. 

Boucher quit her job in June and made the switch to selling candles full time after being accepted into YouTube's Partner Program.

Now, Boucher earns a big chunk of her money through YouTube videos about her business.

I spoke with Boucher about her business and broke down exactly how much money she makes on YouTube and in Etsy sales.  

"The pandemic happened and I wasn't working at my full-time job, but I didn't know how long that would last," she said. "I had a little bit more time to work on my business and it absolutely exploded. Honestly, my YouTube channel and Instagram have brought so much traffic and helped me grow my shop."

Some candle YouTubers, like Boucher, are part of a community of creators who make more money in YouTube ad revenue than they do in their main gig. For instance, one Minnesota farmer makes more money talking about farming on YouTube than from his crops.

Year-to-date, she's earned $14,320 from YouTube ads, according to screenshots of her creator dashboard viewed by Business Insider. She saves 25% of every check from YouTube for taxes, she said.

This post is the latest installment of Business Insider's YouTube money logs, where creators break down how much they earn.

Read how much money she's earned on YouTube by month here.

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5fa1d0481df1d50018218b24

YouTube channels made money off of fake election results livestreams with thousands of viewers

On Election Day, YouTube channels — including one with more than 1 million subscribers — livestreamed fake election results to tens of thousands of people.

Insider reporter Kat Tenbarge found three fake elections results broadcasts that had advertisements playing before them.

The top four videos in the YouTube search results for "Presidential Election Results" were broadcasting a fake graphic displaying an Electoral College projection hours before any state's polls closed.

After Insider emailed YouTube with links to three of the fake broadcasts, the platform took down the videos Insider flagged. The platform said the streams violated YouTube's policies on "spam, deceptive practices, and scams."

Read the full post here.

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FILE PHOTO: A Vote sign directs voters to an early polling station for the March 3 Super Tuesday primary in Santa Ana California, U.S., February 24, 2020. REUTERS/Mike Blake
A Vote sign directs voters to an early polling station for the March 3 Super Tuesday primary in Santa Ana California

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The top talent managers for emerging creators on Instagram, YouTube, and TikTok

micro influencers power list 4x3

Hi, this is Amanda Perelli. Welcome back to Insider Influencers, our weekly rundown on the influencer and creator economy. Sign up for the newsletter here.

Many "micro" influencers with under 100,000 followers are landing brand deals and building significant businesses across social media.

My colleague Sydney Bradley broke down 15 top talent management companies that are helping to shape the careers of micro influencers in 2020.

Talent managers help influencers with their growing businesses, but not all managers will take on clients with smaller follower counts, since it's more of a gamble to sign an emerging star than one with a massive audience. These 15 companies do.

They work with their micro influencer clients on all aspects of the business, like building relationships with brands, creating media kits for talent, managing incoming opportunities, negotiating rates, and reviewing contracts for clauses like "usage rights" or exclusivity.

Several managers said that it's the negotiating and contract side of management that is most important business element for micro influencers who are looking for representation.

But when does it make sense for a micro influencer to start considering a manager?

"The right time to get a manager is when you are consistently getting approached by brands or agencies to work on brand deals and you're ready to elevate," said Jess Hunichen, a cofounder of the talent agency Shine Talent Group, who manages over 47 micro influencers.

Check out the full list here

A viral TikTok on body positivity helped Sienna Mae Gomez get the attention of celebs like Lizzo and build an influencer career

Sienna Gomez

Sienna Mae Gomez has over 7 million followers on TikTok, and her online fame started in August when a video of her dancing in her kitchen was widely shared. 

That video, which now has over 18 million views, as well as other body-positive dance videos she posted, helped her create a following on TikTok, Instagram (870,000 followers), and YouTube (140,000 subscribers). 

I interviewed Gomez who described her plan to turn her love of dance and entertaining into a long-term career.

"I get recognized, I think, probably every time I go out now, which is literally just crazy," she said. "When I'm meeting people and networking with people who I've looked up to for so long, I'm honestly just trying not to fangirl over them."

Similar to other famous TikTok creators like Charli and Dixie D'Amelio or Addison Rae Easterling, Gomez said her family has supported her rise to fame, especially her mom, who helps manage her business.

Read more on Gomez and her growing career here.

More than 50 execs at public companies have mentioned influencers in investor calls this year, with topics ranging from Charli D'Amelio to micro influencers

Charli D'Amelio

Influencers have become a key talking point for some CEOs at publicly traded companies.

Once viewed as an experimental marketing category relegated to the world of direct-to-consumer startups, CEOs at small- to large-cap companies are now regularly fielding questions about influencer marketing from investors.

My colleague Dan Whateley reviewed hundreds of company transcripts and found that executives at dozens of companies have boasted to investors about the benefits of working with creators this year. 

CEOs have described the positive impact creators have had on sales, discussed social-media ambassador programs, explained why influencers aren't a fit for their brand, and even called out individual creators like Charli D'Amelio as partners. 

Read more on the topics ranging from Charli D'Amelio to micro influencers here.

How an influencer is using TikTok and Instagram to make over $5,000 per month after the pandemic 'ruined' her real-estate career

Vi Lai skincare
Vi Lai

Vi Lai was working full time as a realtor until March when the pandemic upended her career.

Now, she is earning money as a skincare influencer on TikTok and Instagram, where she has hundreds of thousands of followers and posts content about skincare routines and product reviews. 

"I would not have survived" without TikTok, Lai said.

The skincare industry has seen a surge in social-media content and engagement since the start of the pandemic, as more people spend time at home and spend money on self-care.

Sydney interviewed Lai on how she's been able to earn over $5,000 per month using affiliate codes and how she's navigated brand sponsorships. 

Read the full post on Lai's growing influencer business here.

More creator industry coverage from Business Insider:

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youtube DID community 4x3

A thriving YouTube community of people with multiple personality states went viral. Then controversies fractured it down the middle.

Dissociative identity disorder, formerly known as multiple personality disorder, is a psychiatric disorder in which a person has distinct identities or personality states, called "alters."

Margot Harris and Lindsay Dodgson reported on a YouTube community centered around the disorder, which just a few months ago was thriving, until popular creators placed a spotlight on the community. 

Earlier this year, creators were making educational videos about living with DID. In March, the community reached a new level of internet fame when YouTuber Anthony Padilla (4.8 million subscribers) interviewed a creator living with DID for his "I Spent a Day With" series. The interview covered the basics of DID and showed the YouTuber switching personalities three times.

The segment caught the attention of another YouTuber Trisha Paytas (5 million subscriber) and she posted a video, which has gotten 1.7 million views, in which she said she had multiple personalities. She mentioned DissociaDID and said the YouTuber "seemed crazy."

Paytas' videos were met with intense skepticism from the DID community, which has struggled to legitimize treatment of the disorder. The attention from these videos spurred louder allegations from commentators that they were faking the disorder and manipulating followers.

Read the full story here.

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noah centineo february 2020
Noah Centineo.

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The key details to know about Instagram Reels, the app’s TikTok competitor

Instagram Reels Users
Three Instagram influencers use Reels (from left to right): Anna OBrien, Eitan Bernath, and Chriselle Lim.

Hi, this is Amanda Perelli. Welcome back to Insider Influencers, our weekly rundown on the influencer and creator economy. Sign up for the newsletter here.

Platforms like Instagram and YouTube have been rushing to compete with TikTok's success by launching their own short-form video features.

As TikTok continues to face threats of a potential US ban, Instagram Reels has developed more creator and marketer interest. 

My colleagues Sydney Bradley, Dan Whateley, and I broke down what content creators, brands, and anyone in influencer marketing should know about Instagram's new feature. 

Although the feature has been dubbed a "TikTok copycat," marketers told us that Reels doesn't have to replace TikTok for it to be a success. If Reels appeals to Instagram-first creators who aren't using TikTok, then the feature could drive revenue — similar to how the Snapchat-copying "Stories" format worked starting in 2016. 

Some creators have already found that certain content performs better on Reels than on TikTok.

Eitan Bernath, a viral teen chef with over 1.3 million followers on TikTok and 409,000 followers on Instagram, told Business Insider that posting Reels helped his Instagram account double in followers in just one month. 

He repurposes a lot of his content between TikTok and Reels, but for Reels specifically, he will make sure there is something visually enticing at the start, since the sound is not automatically turned on (like on TikTok) to order to grab viewers' attention. 

Aside from growth, Reels has also helped creators earn extra income on some brand deals.

Influencers with around 100,000 followers or more could charge between $5,000 and $40,000 for a sponsored Reel, according to Reesa Lake, partner and executive vice president of brand partnerships at the talent agency Digital Brand Architects. And Britney Turner, a fashion and lifestyle "micro" influencer with 27,000 followers, has a starting rate of $2,000 for a Reel.

Read more about Reels and all of the ways marketers and brands are using the new feature, here

A TikTok 'skinfluencer' with over 1 million followers breaks down his daily routine 

Young Yuh Skincare Influencer
Young Yuh is a skincare influencer on TikTok with 1.2 million followers.

Young Yuh, known as yayayayoung, is a TikTok skincare influencer with over 1 million followers.

Sydney spoke with Yuh about his account surging in popularity online, his own skincare routine, and inside his growing business. 

Yuh is part of a surge in skincare content across social media, a category which saw a 197% increase in engagements between the first half of 2019 and the first half of 2020, according to data from Traackr, an influencer-marketing platform.

In May, skincare brands started reaching out to Yuh for potential partnerships on TikTok, he said. After researching on Craigslist and Indeed about how much money videographers and production assistants make hourly, he calculated his starting rates for his content: between $1,000 and $3,000. 

His morning skincare routine includes using a cleansing foam and exfoliating. He also applies a sunscreen after moisturizing. 

Check out his full routine, from skincare to work, here

A YouTube creator with about 380,000 subscribers shares the media kit she uses to land brand deals

Jade Darmawangsa media kit

Jade Darmawangsa has 381,000 YouTube subscribers and has expanded her channel into a full-time business by working with brands on sponsorships and collaborations.

I spoke with Darmawangsa about how she lands brand deals and how much she charges on average. 

Darmawangsa shared that she uses a media kit, a document that showcase an influencer's value to a brand or company, to land sponsorships on YouTube, Instagram, and TikTok. 

On average, she charges between $2,000 and $5,000 for a YouTube brand sponsorship, and between $500 and $2,000 for a sponsored Instagram post, she said.

Darmawangsa's media kit highlights her audience demographics and some of her past work.

Check out her exact 4-page media kit, here.

How Instagram Reels' new audio features will help it compete with TikTok for marketing dollars

Instagram Reels - audio features.
Instagram Reels introduced new audio features to make songs more discoverable and shareable on Thursday, October 8, 2020.

Instagram introduced a series of product updates last week to make trending songs on its short-form video feature Reels more discoverable.

Dan reported that the audio-focused updates should appease the music marketers who told Business Insider that Reels' lack of a robust song discovery system made it difficult to promote tracks on the app.

Music is a core part of TikTok's user experience.

To bring Reels up to par, Instagram developed a new song discovery page featuring "trending" tracks, added the ability to share audio pages with friends in direct messages, and created an option for users to bookmark songs for later use (similar to the "favorite" feature in TikTok).

Read more about the new music features here

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Jeffree Star poses for photos at Cosmoprof at BolognaFiere Exhibition Centre on March 17, 2018 in Bologna, Italy.
Jeffree Star.

Leaked Jeffree Star messages show he deleted more than 400 crude tweets as he accused rival YouTuber James Charles of sexual misconduct

Controversial makeup influencer Jeffree Star – who has more than 44 million followers across his social media platforms – hired a fan to help him delete crude tweets and direct messages. 

Insider reporter Kat Tenbarge wrote that the makeup mogul deleted more than 400 old, potentially offensive tweets in the days after he accused rival YouTuber and beauty guru James Charles of sexual misconduct. 

Insider learned of the coordinated effort to delete the tweets after a former fan of Star's shared a series of direct messages with Star that appear to show him helping Star identify which tweets to delete.

In exchange for his assistance, Star promised in the leaked messages, but later rescinded, tickets to one of Star's Masterclass events. Insider was able to confirm the identity of the former fan, who asked to remain anonymous for fear of professional repercussions, through his verified accounts.

Insider confirmed the exchange began one day after Star had accused Charles of being a "predator" and a "danger to society."

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8-year-old Ryan Kaji is the world’s top-earning YouTube star. His parents took us inside his business, which had over $200 million in retail sales last year and employs a 30-person production team.

Ryan
Ryan Kaji

 

 

The 8-year-old YouTuber Ryan Kaji has transformed the future of kids entertainment by becoming a new model of cross-platform child star.

Kaji now earns millions each year from his lucrative business empire across YouTube, TV, and the shelves of major retailers like Target and Walmart. 

But his rise to fame started on YouTube in 2015, with videos of him unboxing toys. 

"Viewership doubled and tripled each month after that point," Ryan's father, Shion, told Business Insider. "More than just in the US, we see that growth globally. At first, I was very confused and surprised to see our homemade-quality videos being watched by so many kids around the world." 

With the help of his business-savvy parents and Pocket.Watch, a studio that represents the family, Kaji has expanded beyond YouTube by starring in shows on Nickelodeon and Roku, and selling branded products in stores.

In 2019, Ryan's family renamed the YouTube channel to "Ryan's World," a franchise they started that has continued to grow, earning more than $20 million a year in advertising revenue from YouTube, and generating more than $200 million in retail sales from branded products that year, according to a family spokesperson.

Business Insider spoke with Ryan's father, Shion, and mother, Loann, about their business and how they manage Ryan's personal life and YouTube fame.

Ryan
Ryan's World YouTube channel

Building a 30-person production company and filming shows for Nickelodeon and Roku

Ryan's channel started with videos of him opening and reviewing toys. In July 2015, one of his early "unboxing videos" went viral. The video, which now has more than 1 billion views, featured Ryan opening and reviewing a box containing more than 100 toys from Pixar's "Cars" series.

Shortly after, Ryan grew a name for himself online as the boy on YouTube who reviews toys, and throughout the years his videos have shifted from toys to challenges and educational videos, like DIY science experiments.

"I feel like Ryan's relationship with his fans is very unique and different from talent on TV," Shion said. "His relationship with his fans is more of a friendship where every time we meet Ryan's fans and their family, they always mention, 'Oh, my son or daughter thinks they are Ryan's best friend.'"

In 2017, the family signed with the full-service entertainment studio for internet creators, Pocket.Watch. The company acts as an agent for Ryan's brand, Ryan's World, and has invested in building an empire around the YouTube star.

But as Ryan's fame grew, his parents recognized the need to create a larger team around him and make the filming process more efficient for Ryan.

"So he can still enjoy the life of a normal kid," Shion said. 

Now the family manages a 30-person production company, Sunlight Entertainment, in their home state of Texas. 

"What we thought is best for him, would be starting out a production company to help streamline the workflow on the channel and also minimize Ryan's participation in the videos," Shion said. "The main thing is Ryan's privacy and his childhood. And we also wanted to prioritize Ryan's education over anything else."

When Ryan is attending school during the day, Shion and Loann will usually head to their office and work with their team of editors, animators, and voice actors to produce content. The team works on developing live-action and animated content across the company's nine multilingual YouTube channels: Ryan's World, Ryan's World Español, Ryan's World in Japanese, EK Doodles, Ryan's Family Review, VTubers, Combo Panda, Gus the Gummy Gator and The Studio Space. (Since the coronavirus outbreak the family has been working from home, they said.)

"When we started our own company, the first thing we did was make sure Ryan was always the central part of the brand," Shion said. "We tried to create a universe around Ryan but within that universe there are animated characters that are friends of Ryan and their personalities are based on Ryan's basic attributes. When [fans] watch the content through those characters they still feel the connection they have with Ryan."

There is a universe of products around Ryan, as well.

Pocket.Watch brought the Ryan's World brand to Colgate, Nickelodeon, Roku, and Walmart. Pocket.Watch has developed over 100 licensees, from launching an entire line of Ryan's World consumer products with toy-manufacturing company Bonkers, to creating and producing "Ryan's Mystery Playdate," which airs on Nickelodeon. The company recently launched an ad-supported channel called "Ryan and Friends," available to stream on The Roku Channel.

bonkers toys
Ryan Kaji's YouTube channel "Ryan ToysReview," has 21 million subscribers.

Managing Ryan's personal life, YouTube, and TV show

Typically, Shion said they will film content with Ryan for about one hour during the weekday (some weeks Ryan doesn't film at all during the week), and about three hours on the weekend.

"With traditional media, kids are on set all day," Loann said. "What we are trying to do is give him a normal childhood. He has plenty of time to do and explore other interests." 

"We felt like that really helped us not burn out – not just Ryan but Loann and myself too were able to balance out our personal lives and work," Shion added. 

Before stay-at-home orders, Ryan was involved in several after-school activities – like swimming, computer coding, and taekwondo – Loann said.

"Whatever Ryan wants to film we always make sure we can accomplish it," Shion said. "The second thing is, Loann used to teach high school chemistry and her passion has always been teaching children. After some time, we felt like that was a very important component on YouTube: education. Over time, we've changed our brand focusing more and more on educational content." 

Shion also said the family's goal is to expand their reach into new places like Japan (Ryan is half Japanese), as well as Spanish-speaking countries. 

"We want to make sure Ryan understands and learns the history of his background too," Shion said. "So, we are trying to get more and more projects in Japan as well." 


For more on the business of Ryan's World, read these interviews on Business Insider:

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Federal authorities ordered a Texas woman to pay $3.8 million for selling stolen goods on eBay for 19 years

ebay seller business owner package box shipping
  • A Texas woman has to pay $3.8 million for selling shoplifted merchandise on eBay for 19 years, the Department of Justice said. 
  • Kim Richardson, a 63-year-old Dallas resident, pleaded guilty in December and was ordered on Thursday to serve 54 months in federal prison.
  • Richardson "used shoplifting tools to disable security devices and would exit the store by placing the stolen merchandise in a large black bag she carried," a department release said
  • She participated in a "multi-million dollar interstate theft ring" that spanned from August 2000 through April 2019, according to federal authorities.
  • Visit Business Insider's homepage for more stories.

A Texas woman will serve prison time and has to pay $3.8 million in damages for selling shoplifted merchandise on eBay for 19 years, the Department of Justice said. 

Kim Richardson, a 63-year-old Dallas resident, participated in a "multi-million dollar interstate theft ring" that spanned from August 2000 through April 2019, according to a press release. In that time, federal investigators said she traveled around the United States and shoplifted merchandise that she later sold directly to customers on eBay. 

"She used shoplifting tools to disable security devices and would exit the store by placing the stolen merchandise in a large black bag she carried," the release said. "Richardson assisted in the sale of the items on the internet as well as packaging and mailing the stolen items."

About $3.8 million was sent in total to four PayPal accounts linked to Richardson from buyers, throughout the 19 years.

The Secret Service and FBI investigated the case and assistant US Attorney Belinda Beek of the Southern District of Texas prosecuted the case.

Richardson pleaded guilty in December. She was ordered to serve 54 months in federal prison and her sentence will be followed by three years of supervised release.

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A man attempted to steal $6 million in PPP loans after submitting applications for companies with names from ‘Game of Thrones’: report

Daenerys outside Meereen Game of Thrones season four
Emilia Clark as Daenerys Targaryen in season four.
  • A North Carolina man was charged after reportedly trying to steal over $6 million in Paycheck Protection Program (PPP) loans for submitting applications for companies with names from "Game of Thrones."
  • In April, the US government launched the PPP as a way to help small businesses financially amid the pandemic. These loans must be used for payroll costs, rent and utilities. 
  • Tristan Bishop Pan was charged with wire fraud, bank fraud, and engaging in unlawful monetary transactions on September 29 for false companies named White Walker, Khaleesi, and The Night's Watch, according to the Department of Justice.  
  • Visit Business Insider's homepage for more stories.

A North Carolina man was charged after reportedly trying to steal over $6 million in Paycheck Protection Program (PPP) loans for companies with names from "Game of Thrones." 

Tristan Bishop Pan, 38, was charged with wire fraud, bank fraud, and engaging in unlawful monetary transactions on September 29 after submitting applications for companies named White Walker, Khaleesi, and The Night's Watch (all references to the popular HBO show), according to the Department of Justice.  

"Pan made false statements about the companies' employees and payroll expenses," according to the DOJ. "The PPP loan applications were supported by fake documents, including falsified tax filings, according to the indictment."

He reportedly submitted 14 PPP loan applications over $6.1 million, and he received more than $1.7 million in benefits after being approved for two applications. The government seized some of the allegedly fraudulent loan benefits, according to the DOJ. 

In April, the US government launched the PPP as a way to help small businesses financially amid the pandemic. These loans must be used for payroll costs, rent, and utilities. 

The US Small Business Administration guarantees PPP loans under the Coronavirus Aid, Relief, and Economic Security (CARES) Act, and they released the names of hundreds of thousands of small businesses that received funding from the PPP in July.

The CARES Act was built to provide emergency financial assistance to Americans who are suffering economically from the coronavirus pandemic. But the program has been under scrutiny over the possibility of fraud.

In July, some banks filed a record-high number of claims of suspected business-loan fraud, according to a report from The Project on Government Oversight.

The report analyzed previously unreported government data to the Treasury Department, stating that they are uncertain that there has been "minimal fraud in the Paycheck Protection Program" the report said. 

Several other people have reportedly submitted fake applications. 

Recently, a prominent Hawaii defense contractor was charged with bank fraud and money laundering for stealing more than $12.8 million in PPP loans, as 

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Trump’s Hollywood star vandalized with a pickaxe hours after he tests positive for COVID-19

President Trump's Hollywood Walk of Fame star.
Workers reconstruct Trump's star after it was destroyed early Friday morning.
  • President Trump's Hollywood Walk of Fame star was vandalized on Friday, hours after the announcement that he and Melania tested positive for the coronavirus, according to the LA Police Department. 
  • The star was vandalized with a pickax by someone dressed in a Hulk costume, TMZ reported
  • In the last few years, Trump's Hollywood star has been vandalized several times with a sledgehammer and pickax.
  • Visit Business Insider's homepage for more stories.

President Donald Trump's Hollywood Walk of Fame star was vandalized again, this time on Friday morning.

Police responded to around 5:50 a.m. and a vandalism report was taken, according to the LA Police Department. 

TMZ reported that the star was destroyed by a person dressed in an Incredible Hulk costume. 

The person smashed Trump's star with a pickaxe hours after the announcement that the president and First lady Melania Trump tested positive for the coronavirus. Trump has since been transferred to Walter Reed National Military Medical Center, just outside of Washington, D.C.

Workers began reconstructing Trump's star on Friday afternoon after it was destroyed early that morning. 

USA Today reported that any vandalized or destroyed star is replaced by the Hollywood Historic Trust.

Since being elected, Trump's Hollywood star has been vandalized several times with spray paint, a sledgehammer and pickax. 

In 2007, the star was dedicated to Trump for his NBC show, "The Apprentice," and for his work as a producer for the beauty pageant franchises he owned. And in 2018, Comedian George Lopez pretended to urinate on the star using a water bottle

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