Newsletter - March 28
The Creator Economy week in review - (TLDR version): The big creator story this week was the fracas over Instagrammers being allowed into the Federal Budget lock-up. I've tried to sum up what it all means for journalists, PRs, and creators (including the longer term impacts) here.
But I suspect we'll look back on this decision as a moment in the evolution of the media. How the media engages with the rapidly evolving creator ecosystem is truly becoming fascinating.
Elsewhere, the internet lost its sh*t over Saratoga Water (honestly, go watch Aston Hall's TikTok). And there were some interesting moves in both the creator and social agency spaces. Tech creator Brad Canning is now Chair of AiMCO's new Influencer Committee. The appointment comes as the business needs of creators become a growing industry agenda item (it's not just legacy media grappling with this). Also congrats to long-serving We Are Social Australia CEO Suzie Shaw, who was this week promoted to an APAC role.
And finally, can I ask you to do me a favour? If you found this newsletter valuable can I ask you to forward it to a friend or colleague? They can check out the full offering and subscribe here.
Cheers Nic
What your boss is reading...
- Capital Brief: TikTok takes second shot at YouTube's exemption from teen social media ban
- SocialMediaToday: YouTube Is Changing the Way It Measures Shorts Views
- BBC: Trump may cut China tariffs to help seal deal for TikTok sale
- ABC: Papua New Guinea turned off Facebook this week, cue fierce public backlash
The Hook
Journalists vs Influencers: A Rubicon Crossed — The Question Is, Where to Next?
This week saw a media kerfuffle erupt over the Government’s decision to allow a dozen or so Instagram creators into the Budget lock-up.
The decision, which as many have noted was a clear political strategy on the part of the government, has generated numerous headlines and media spots, with the general underlying question from journalists seeming to be: 'Wait, can they just do that?' Read more.
The Hold
Meet the Instagrammers invited into the Federal Budget lock-up
The past few days have seen a number of media headlines surrounding the Albanese Government's decision to allow influencers into the budget lock-up .
Interestingly, Labor didn't go for Australia's biggest political or 'newsfluencer' creators - think the likes of Friendly Jordies, Sam Fricker or Abbie Chatfield. Instead the government appears to have picked finance / business focused Instagrammers with follower counts largely in and around the 50,000 - 150,000 mark. Read more.
Why the internet was losing its mind over Saratoga Water this week
In recent days you may have seen videos or memes online surrounding Saratoga Water and dunking your face in ice. Read more.
Creator Brad Canning named Chair of AiMCO Influencer Committee
Industry body AiMCO (The Australian Influencer Marketing Council) has announced technology creator Brad Canning as the Chair of its new influencer advisory-committee, which will be dedicated to advocating for its influencer and creator members. Read more.
Suzie Shaw promoted to APAC CEO role
We Are Social Australia CEO Suzie Shaw has been promoted to the new role of Asia-Pacific CEO. Read more.
Instagram & ALLKIND launches Gen Z mental health series
Leading Australian creators including Jiny Maeng, Relatables, Tina Rahimi, and Milly Rose Bannister are part of a new mental health series Asking for a M8, aimed at a Gen Z audience. Read more.
The Conversion
Activation of the Week: MCoBeauty and Woolies TikTok
Supermarket chain Woolworths and cosmetics brand MCoBeauty have launched a TikTok promoting a half price sale on selected MCoBeauty cosmetics, skin and sun care. The video has had more than 1.7m views in a week. Read more.
Hot Jobs - Keep Left, Swinburne, McDonalds, Amplify, YouTube
Each week The Social Hook publishes a selection of Hot Jobs available in the influencer, PR and communications space. Check out this week's Hot Jobs here.
