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:
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Since Instagram announced it would begin testing an affiliate marketing tool this summer, the platform has signed on about 100 creators and 30 brands, including Benefit Cosmetics, Kopari Beauty, MAC Cosmetics, Pat McGrath, and Sephora.
Sydney Bradley spoke with four creators about how the feature works and how much they’re earning.
Tanya Zielke (80,000 followers) said she earned about $58 from one in-feed post tagging a pair of Abercrombie & Fitch jeans.
Quigley Goode (335,000 followers) only made $16 from one in-feed post tagging a beauty product.
Melissa Frusco (38,000 followers) said she made just a couple of dollars from her first in-feed post.
“This is a small test that we are actively scaling,” a spokesperson for Instagram said. “Our long-term goal is to make this tool available to creators everywhere.”
Read more on what’s next for Instagram’s affiliate tool.
We got leaked commission rates for 32 brands in Instagram’s affiliate program
Speaking of Instagram’s new affiliate-marketing tool, during her reporting, Sydney got the scoop on the commission rates for 32 of the program’s brands.
This includes retail giants like Sephora and Revolve, as well as a few smaller brands. The rates range from 8% to 20%, falling in line with the industry standard.
Here’s a look at what some of those brands are paying creators:
Instagram declined to comment on any commission rates for the test. The platform did say, however, that these brands set their own commission rates “in line with their own marketing strategies.”
See the full list of 32 leaked rates.
Here’s what else you need to know this week:
Esports team Misfits makes a play for traditional TV audiences
A 100-year-old broadcasting company and five-year-old esports organization walk into a bar or at least into a boardroom.
Legacy media conglomerate Scripps is moving into the esports space by leading the latest round of funding into the Florida-based esports org Misfits Gaming Group.
Michael Espinosa wrote that the media giant hopes to tap into Misfits’ relatively young audience.
Misfits, meanwhile, wants to build out its media presence and test new forms of content, including programming for broadcast television.
“Helping our parents and our parents’ generation understand and appreciate gaming and gaming content, and what it means to their children, is an area that we can be super impactful in,” Misfits CEO Ben Spoont told Insider.
Check out more on the new partnership and what it means for esports, here.
As computer equipment costs rise, in-person gaming venues make a comeback
Remember those internet cafes from 20 years ago? They’re making a comeback but now with a special focus on gaming.
With computer and gaming equipment costs on the rise, players are now flocking to in-person gaming venues.
Michael took a look at the startups leading the charge into the space.
While some of the new spots will focus on events, like tournaments and camps, others will be more casual hangouts for people to gather after work.
“We want to increase the access to those $3,000 computers, ” one founder, John Fazio, told Insider.
Read more on the different startups are rushing to capitalize on this comeback.
Chart of the week:
The Influencer Marketing Factory released a creator economy report, and surveyed influencers across platforms like YouTube, TikTok and Instagram. In the chart above, influencers share which platform is their favorite as a creator.
What else we’re reading and watching:
And before you go, check out the top trending songs on TikTok this week to add to your playlist. The data was collected by UTA IQ, the research, analytics, and digital strategy division of United Talent Agency.