Summary List Placement
Hi, this is Amanda Perelli and welcome back to Insider Influencers, our weekly rundown on the business of influencers, creators, and social-media platforms. Sign up for the newsletter here.
In this week’s edition:
How much money influencers make driving sign-ups for investing apps
A new media company aims to spend millions making movies with YouTubers and TikTok stars
The top 10 brands stirring the most buzz on Instagram, TikTok, and YouTube
For some influencers, promoting finance apps like Robinhood or Webull has become a top way to earn money.
Many finance influencers already talk about fintech companies for free, which makes affiliate-marketing promotion a natural fit.
“I would go so far as to label myself an affiliate marketer before I would label myself a YouTuber at this point,” personal-finance YouTuber Ryan Scribner said. “Because that’s how dominant this is for my business. Last year, and the year prior, affiliate revenue was about 50% of my earnings.”
Scribner earns money when his viewers click a special trackable link below his videos and sign up for the specific stock brokerage he is promoting.
In February, his YouTube channel earned over $17,000 from affiliate marketing. (Insider verified these earnings with documentation provided by Scribner.)
So how does it work?
Finance affiliate programs usually offer a fixed rate per sign-up, and these creators are paid by either receiving a free stock or a cash payment.
Stock brokerages pay influencers once someone signs up for an account with the company through the influencer’s custom trackable affiliate link and deposits money (typically around $100) into their new account.
These rates can also sometimes be negotiable, and creators told Insider that some programs are willing to negotiate a commission rate above $100.
Industry insiders also broke down some of the base commission rates some investing platforms have offered, like Webull (base rate is $30 per funded account), M1 Finance (base rate is $100 per funded account of $1,000) and Questrade (base rate is $70), among others.
Key takeaway: Personal finance is a lucrative area for YouTubers and affiliate marketing has increasingly become the revenue source of choice for some of these influencers.
Clubmarket is a new startup connecting creators and brands for sponsorships on the audio app Clubhouse.
Its marketplace offers branded rooms, shout outs, and cohosting options.
Sydney Bradley broke down Clubmarket’s plans and how it’s already working with creators:
The company launched in March, and since opening applications it has received over 500 inquiries from creators and over 100 from brands.
Early users include founders of some of the biggest clubs on Clubhouse, which range in topics from entrepreneurship to mental health to pet care.
It’s up to the founder of a club to decide whether it will split sponsorship money with members who act as room hosts or moderators.
Creators can apply to become part of Clubmarket’s platform through its website.
A new film and streaming upstart called Creator Plus (styled “Creator+”) has raised $12 million to produce long-form movies starring influencers.
The startup is cofounded by Next 10 Ventures’ Benjamin Grubbs and investor Jonathan Shambroom.
Dan Whateley wrote about how the company plans to make six films that will air on its own streaming app:
The movies will air on a new streaming platform the company created starting in 2022, and users will pay per view rather than paying a monthly subscription fee.
The company said the price for a film rental will be roughly the cost of a movie ticket, and that creators get a cut of any sales generated.
The company plans to spend low seven-figure budgets on each project.
Creator Plus also has hired Adam Wescott from Select Management Group to serve as the head of its content studio, Nick Phillips to head up production, McKenna Marshall to lead development, and Twitch’s Tricia Choi to be its head of product.
Many brands want to stir buzz across on Instagram, TikTok, and YouTube. But which are winning?
Sydney Bradley wrote about a new report by the influencer-marketing platform HypeAuditor, which analyzed Instagram, YouTube, and TikTok accounts throughout 2020.
Out of that data, the company ranked the brands that were most talked about on each platform.
Brands like Shein, Netflix, and Fashion Nova came out on top.
Here’s what the report found:
Fashion brands like LiketoKnow.it, Zara, and Shein have found their niche on Instagram.
Entertainment brands like Netflix and Barstool Sports stood out on TikTok.
And fashion, beauty, and gaming brands took the lead on YouTube.
The top creator economy moves of the week (Dan Whateley)
12 real media kit examples that influencers use to get brand sponsorships (Dan Whateley, Amanda Perelli, and Sydney Bradley)
This week from Insider’s digital culture team: YouTube says it has demonetized James Charles’ channel temporarily amid allegations that he sexted minors
James Charles’ channel has been demonetized.
YouTube told Kat Tenbarge that Charles had been “temporarily removed” from the Partner Program.
In a statement to Insider, YouTube said it applied its “creator responsibility policy” to Charles’ channel, which has more than 25 million subscribers.
The platform did not say how long Charles’ channel would be demonetized for.
The move came in the wake of more than 15 sexual-misconduct accusations from men and boys.
More on digital culture:
Jeffree Star said he’s in ‘excruciating pain’ amid discharge from the hospital for car accident in Wyoming.
David Dobrik and Jake Paul are some of the most disliked influencers of 2021 (so far).
Why Jake Paul’s fighting career makes sense and could be less harmful than his work as an influencer.
Here’s what else we’re reading:
The D’Amelio sisters are launching a product line with a mattress brand (Ilyse Liffreing, from Ad Age)
YouTuber James Charles is set to lose millions in annual earnings (Madeline Berg, from Forbes)
Pokimane, the most-followed woman streamer on Twitch, on the platform’s new safety policies (Todd Spangler, from Variety)