Meta’s Twitter Blue imitation ✅💙
Kristen Wiley
Founder/CEO at Statusphere - Scale Micro-Influencer Marketing in a Fraction of the Time
Hey there,
2023 is just marching along! ☀️ In this month’s newsletter, I’m covering:
- Kristen Wiley (CEO of Statusphere)
1. Blue Checkmarks for Sale! What’s Up with “Meta Verified?” 🤔
Photo credit: Meta
Looks like Meta is taking a page out of Twitter Blue’s book.
Facing a digital ad slump, the company is testing “Meta Verified” for creators. Offered as a paid subscription on IG, here’s what I know:
Right now, the requirements for Meta Verified seem loose. Granted you can confirm your identity and your account is in good standing, you'll qualify.
Meta’s take on Twitter Blue has led some critics to accuse the former of running out of ideas. This wouldn’t be the first time, either.
Stories (Snapchat). Reels (TikTok). Close Friends (BeReal). Need I say more?
But copying this idea is questionable given the lukewarm response to Twitter Blue.
The promise of greater reach is what I'm keeping an eye on. If verification results in greater visibility, creators could flock to Meta Verified. That said, the value behind a blue checkmark remains to be seen:
Over time, verified creator content could start to feel like ads. Compare this to unverified micro-influencers with profiles that feel more "real."
2. Why You Need to Check Out TikTok’s New Creative Center 📱
TikTok has been stirring up controversy lately but here’s some good news!
For brands taking a data-driven approach to the app, your prayers have been answered.
Much like the app’s content moves quickly, so do its fresh features. As noted by Social Media Today, TikTok’s Creative Center has seen some serious upgrades.
The short of it? Brands can access timely data on ad performance, trending audio and top-performing products. This means less second-guessing when it comes to what’s trending and what users are engaging with.
Photo credit: TikTok
This data is a goldmine for marketers and their TikTok strategies. From trending audio to keyword inspiration, there’s so much valuable info here. Use it!
Seriously, check out the Creative Center if you haven’t already. These upgrades confirm that TikTok is maturing as a marketing platform for brands.
3. Has TikTok Finally Figured Out Its Creator Program? 💰🤳
There’s no doubt that TikTok creators are crushing it for brands right now.
However, TikTok’s attempts to “reward” those creators have been questionable.
TikTok has been roasted by creators for paltry payouts from its $200 million Creator Fund. Some creators earned literal pennies despite earning millions of views.
That said, TikTok is trying to make things right with its new “Creativity Program.” Currently in Beta, here’s the scoop on TikTok’s latest creator monetization tools:
The specifics of the Creativity Program are still scarce. What are “qualified views?” How do payouts compare to the past?
As reported by The Verge, we do know that revenue share will not be an ad share:
“...payouts will be calculated using qualified views and RPM, a figure that can, in turn, fluctuate based on metrics like video engagement and audience region.”
Creator compensation can be complicated. That’s why social apps have struggled with native revenue-sharing features and programs. Despite the popularity of creator content, it seems like TikTok is still trying to figure it out as well.
4. IG Tests New Messaging Features for Brands and Creators 💬
Recommended by LinkedIn
Photo credit: Instagram
Meta isn’t slowing down when it comes to new IG rollouts.
Case in point, the app is introducing and testing a slew of new messaging tools. Here’s a rundown of the relevant features for brands and creators:
These rollouts make sense. Social platforms are now a staple of how consumers at large communicate. Meta notes that click-to-message ads are among their “fastest-growing ad products.”
Still, message monetization is in its infancy. We’ll have to see if it really catches on!
5. TikTok Creator Goes Viral With Life-Changing Soap 🧼
Photo credit: @thedailyschvitz
We all know firsthand that creators on TikTok can sell us just about anything.
But it takes true skill to get us excited about a product that isn’t even on camera.
TikTok creator Jordanna (@thedailyschvitz) earned 2.8 million views, 480k likes and 2,700+ comments in her “review” of Byredo Vetyver hand soap.
I say “review” because this video is more like a storytime than a product breakdown. Jordanna starts her TikTok by describing the “most delicious, divine, incredible scent” she’s ever encountered.
Okay, now I'm listening. The source? Byredo’s Vetyve Hand Wash she tried during a trip to the Hamptons two years prior.
Jordanna decided to contact Byredo herself to see if the heavenly hand wash was available as perfume. No luck. However, she was gifted the soap for her birthday and admits to rationing it (up until recently) to make it last.
And now that she’s using it again, she wants a Vetyver perfume more than ever.
She wraps up by repeating her plea to Byredo and saying that if her followers should listen to any of her product recs, this is the one to pay attention to.
Commenters raved about how eager they were to try the product. As a result, it actually sold out on-site.
Why I ❤️ this:
6. Are You Confident About Your Campaign ROI? 📈
8-of-out-10 marketers say they face increased pressure to prove campaign ROI.
Showing “returns” on social media is tricky. Influencers are no exception.
But with the right strategy, influencer collaborations can deliver multiple forms of ROI. This includes UGC, brand awareness and countless hours of saved time.
In this live webinar, I'll share my insights from working with hundreds of brands.
I’ll cover:
Seats are filling up fast! Reserve yours below! 👇
Snack-Sized Social News 🥨
Social news moves fast! Here are a few headlines to keep you in the loop:
ICYMI
Check out these resources from Statusphere that you might have missed:
I'll be back next month with more tips to enhance your digital marketing strategy!
Best,