Welcome to a summary of the Fourth Floor newsletter, your weekly feed of the biggest news, developments, insights, and analysis from the ever-evolving world of influencer marketing.

Sign up to here to get the full version of this newsletter, delivered free to your inbox every Wednesday at 12 noon.

Author: Scott Guthrie | #067 | 03 August 2022

Influencer Marketing | Social Platforms | Quick Links | Column

Influencers and political campaigning

Creators have increasingly been called upon by politicians over the past few years, in order to tap into the youth voice. Michael Bloomberg and Joe Biden harnessed the power of creators in their presidential bids for the White House. We’ve since seen TikTokers receive specific White House press briefings articulating governmental stances on matters including Covid and the war in the Ukraine. Leaning on creators makes sense. UK GenZ turns to social media over traditional media outlets when it comes to news, according to an Ofcom report (further details on that later in the newsletter)…

Report calls for creator content to be labelled whenever their image is digitally altered

A UK parliamentary report published yesterday (2nd of August) recommends creator content be labelled whenever their image is digitally altered. The House of Commons Health and Social Care Committee report, ‘The impact of body image on mental and physical health’, includes the following recommendation…

Other stories in the Influencer Marketing section include Social media tops trad channels for news among GenZ

Sign up now

Influencer Marketing | Social Platforms | Quick Links | Column

Would you Adam (Mosseri) ’n’ Eve it? Instagram chief set to move to London

Core blimey guv'ner, stone the crows, if Instagram chief Adam Mosseri ain't movin' to jolly ol' England's London town. According to Cristina Criddle and Madhumita Murgia, writing this week in the Financial Times: "Mosseri will relocate later this year and build out Instagram’s presence in London by hiring more staff to work at Meta’s new offices in King’s Cross."

Facebook launches music revenue sharing

Facebook is introducing music revenue sharing, to allow video creators to include licensed music in their videos on Facebook and earn a share of in-stream ad revenue. Meta hopes the move will open up a new way to earn money for both creators and music rights-holders:

Other stories in the Social Platforms section include:

TikTok starts selling fresh food, TikTok's content moderators in Morocco: psychological distress and poor pay and YouTube: Making it easier to make Shorts

Sign up now

Influencer Marketing | Social Platforms | Quick Links | Column

Some contrarian views on Instagram’s feature changes

Creator loyalty doesn’t appear to count for much: In the past year we’ve seen Instagram focus on scaling efforts to retain its community of influencers. But in last week’s AMA with Adam Mosseri, the Instagram boss said: “we’re going to prioritise smaller creators over bigger ones”. This doesn’t sound like a reward for loyalists…

Read the full Scott Guthrie column every week in the Fourth Floor newsletter. Sign up now