What Made Waves in January

1. TikTok Launches Creator Marketplace API

TikTok is looking to help facilitate more brand/influencer partnerships by making its Creator Marketplace API available to outside developers. Marketing companies will be able to access TikTok’s first-party data about audience demographics, growth trends, best-performing videos, and real-time campaign reporting for the first time.

2. Influencer Marketing Scandals

Recent headlines have sparked debates around influencer incompetence and the threat of this on the industry following Molly-Mae’s infamous interview and racist posts from Elle Darby. This has shown a need for influential figures who cultivate a more meaningful, accessible, and equitable dialogue.

3. Meta's 'Ethical Virtual Influencer Framework'

Online audiences favour authenticity, and are placing pressure on social platforms to encourage creators to disclose what is real and what is not. With the boom of virtual influencers, establishing clear markers have become essential. To establish ethical boundaries, Meta is developing an 'Ethical Framework' for the Use of Virtual Influencers- which their platforms are to house over 300.

4. The Disabled TikTokers Showing that Fitness can be Inclusive

TikTok has turned into a platform where more inclusivity is possible for all demographics. For the fitness creators, this proposes an opportunity for disabled fitness influencers to shine. Many disabled people feel a sense of loneliness when watching online fitness videos, to find that the majority are only accessible to non-disabled people. TikTok creators are rapidly working to change this.

5. Fines to be Increased for Influencers who Fail to Declare Ads

The Competition and Markets Authority (CMA), wants the power to fine influencers if they fail to declare posts that have been sponsored by a brand. Comments were made in the Houses of Commons that social media platforms are not being severe enough in penalizing those who fail to comply.

Whether you're new to Influencer Marketing or want to refresh your existing strategy, get in touch to learn how we can help you create engaging advocacy campaigns and connect with diverse creatives. Subscribe to our mailing list and follow us on Instagram for more tips and insights.


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