Daily Update: Gen Z gets news from TikTok, Pinterest is having a moment, an Influencer's Brand's success story
What Creators need to know around recent social media platform shifts
TLDR (Too Long, Didn’t Read) is our daily update where we share Influencer Industry highlights.
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Pinterest's Evolution: What the Platform's Shift Means for Influencers
Pinterest's recent pop-up shop in NYC showcased upcoming trends like "Western Gothic," jellyfish-inspired fashion, and blue makeup, but nothing in the shop was for sale. Instead, QR codes allowed visitors to buy items online. This marks Pinterest's initial venture into in-person shopping, aligning with their recent focus on facilitating purchasing directly from the platform.
With a user base of 482 million in Q3 of 2023, Pinterest's most recent growth is being fueled by Gen Z. Gen Z's embrace of the platform as a place for exploration and creativity. Unlike other apps, Pinterest is a space without the pressure of comparison or competition, offering inspiration for various aspects of life. The platform's success among Gen Zers has also attracted luxury brands, which leverage Pinterest's trends to influence their product lines.
This evolution signifies a significant opportunity. Pinterest's focus on visual exploration and creativity, rather than metrics like likes or views, offers influencers a unique stage to showcase their content authentically. Additionally, Pinterest's integration of direct shopping links and product discovery presents influencers with new monetization avenues by featuring products in their curated content, offering followers a seamless path to purchase.
DTC Success Story: Swedish Influencer Matilda Djerf's Brand Soars with $34M in Sales
Fashion influencers often dream of launching their brands, but the path to retail success is a bumpy ride, even for those with a massive following. Numerous influencer-driven direct-to-consumer (DTC) brands, such as Alisha Marie's Parallel Apparel or Julia Berolzheimer's Gal Meets Glam, have hit roadblocks along the way.
Yet, Swedish influencer Matilda Djerf stands out. With over 3 million Instagram followers, she leaped into the DTC realm, co-founding the online retail haven, Djerf Avenue, alongside her boyfriend Rasmus Johansson. Together, they own 90% of the business after selling a 10% stake to an angel investor in 2022.
Djerf Avenue's revenue skyrocketed from $8 million in 2021 to a staggering $34.5 million in 2022, largely due to influencer marketing. Their strategy revolves around authentic promotion from influencers, including a recent collaboration with style icon Sofia Richie Grainge, propelling their growth. With plans to expand further into the US market and explore new product categories in 2024, Djerf Avenue seems poised for continued success.
Revolutionizing News Consumption: TikTok's Impact on Gen Z
TikTok is altering how Gen Z consumes news - influencers like Kelsey Russell summarize traditional newspapers for younger audiences. There’s a growing trend where "news influencers" break down and interpret stories, often without direct ties to major news outlets, reshaping how the younger demographic perceives and trusts news sources. (This sounds awfully familiar, ha ha)
This shift poses challenges for traditional media, which is struggling to adapt to an evolving landscape. It also underscores concerns about accuracy, trust, and the influence that individual personalities wield over established news sources.
There’s a new pathway for creators to engage audiences by presenting news in a more digestible and personalized way. However, the importance of responsibility and credibility cannot be overlooked - influencers have substantial power in shaping news consumption, which requires a delicate balance between entertainment and accuracy.