Author: Gordon Glenister

How Will ChatGPT Affect Creator Jobs

ChatGPT

How Will ChatGPT Affect Creator Jobs

As a large language model, ChatGPT has the potential to revolutionize the way we interact with technology. While there are many potential benefits to using a language model like ChatGPT, there are also concerns about the impact it could have on creators and their jobs.

One of the biggest concerns is that ChatGPT could replace human creators in certain industries. For example, ChatGPT could be used to create written content such as articles, product descriptions, and social media posts. This could potentially eliminate the need for human writers, who may find it difficult to compete with a machine that can generate content at lightning speed.

Another concern is that ChatGPT could lead to a decline in the quality of content. While ChatGPT is capable of generating text that is coherent and grammatically correct, it may lack the creativity and nuance that human creators bring to their work. This could result in a homogenization of content, where everything starts to sound the same.

Despite these concerns, there are also potential benefits to using ChatGPT in the creator industry. For one, ChatGPT could free up time for creators to focus on more high-level tasks, such as strategy and ideation. Additionally, ChatGPT could be used to augment human creativity, rather than replace it. For example, a writer could use ChatGPT to generate ideas for a story, and then use their own creative abilities to flesh out the details.

Ultimately, the impact of ChatGPT on creator jobs will depend on how it is implemented and used. If it is used to supplement human creativity, it could lead to more innovative and engaging content. However, if it is used to replace human creators entirely, it could have a negative impact on the industry as a whole.

It is important for creators to stay informed about the latest developments in technology and to be adaptable to change. While ChatGPT may pose a threat to certain jobs, it could also create new opportunities and possibilities for creators who are willing to embrace it. By staying ahead of the curve and learning how to work alongside technology, creators can ensure that they remain relevant and valuable in the ever-changing landscape of the creator industry.

If you’d like to talk about how to build or develop your influencer marketing strategy or how to connect with the right influencer marketing agency for your brand, get in touch. I’d love to chat.

Gordon Glenister is the author of a new book, Influencer Marketing Strategy. Learn:

  • How To Build An Influencer Strategy
  • What Makes A Great Influencer
  • About The Rise Of Clubhouse And Tik Tok
  • About Future Digital Trends For Connecting With A Digital Customer

Order your copy at:Gordon Glenister | Membership and Merchandise Specialist London

Find out more at: https://gordonglenister.com/book-launch

LIVESTREAMING IS THE FUTURE – AND WHO IS THE LIPSTICK KING?

Erica Yang is the founder and CEO of Real Hype Creative, an Innovation Agency for Creatives and Brands. Erica, was an established Wall Street investment banker before she went into the entertainment world and started her film production and celebrity agency. Her success allowed her to expand and launch Real Hype Creative, an Innovation agency (TikTok parent company ByteDance is an investor), who is disrupting the world of Web3, E-Commerce Live Streaming, Influencer marketing and TikTok Matrix. With offices in LA and Shanghai, Real Hype is bringing future-shaping digital creation models overseas to grow brands and celebrities, including Steve Aoki, Akon, and Segway, just to name a few. Through the power of creative short video content, influencers, and e-commerce live streaming, her agency, Real Hype, is a ‘one-stop shop’ for global brand marketing, utilising the most cutting-edge technology from Web3, NFTs, Virtual Influencers, the metaverse, and more.

Website | Instagram | LinkedIn

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DATA STILL RULES IN THE INFLUENCER SPACE FT. NISARG SHAH

Nisarg Shah is the Co-Founder & CEO of Affable.ai. Affable is building an AI platform to help brands run highly effective influencer marketing campaigns. Using the power of Big Data and Machine Learning, Affable helps brands like H&M, Lenovo, and Nespresso as well as eCommerce brands like BlendJet engage with the most authentic and relevant influencers. At Affable, Nisarg works closely with marketers helping them to use the data and insights to plan and measure their influencer marketing strategy. Affable is backed by Prime Venture Partners, Decacorn Capital, SG Innovate, and Entrepreneur First. In this episode we talk about how data still rules the influencer space and how its making it even more attractive for brands to invest in

Affable | Newsletter | LinkedIn | Twitter

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WHY GIFTING TO INFLUENCERS IS THE WAY TO GO FT. ZAK STAHLSMITH

Zak Stahlsmith is the founder of Apexdrop an influencer marketing agency that specialises in managing gifting campaigns at scale. Apexdrop works with emerging and fashionable brands like WearPact, Fount, Dermalogica, and Jon Josef, as well as consumer brands like Dropps, Abby +Finn, and Derma-E affordably In this episode we dive into the benefits of gifting campaigns with nano and micro influencers.

Follow Zak on LinkedIn

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How much do influencers really earn? New research lifts the lid.

How much do influencers really earn? New research lifts the lid.

How much do influencers really earn

When I’m talking to influencers, and to the brands who hire them for their marketing clout, two of the most common questions, are unsurprisingly, about money. And they’re basically the same question but from different perspectives.

What can I expect to earn? Vs What should I expect to pay?

I prefer to think about it in terms of the value you’re delivering/getting, and I’m not alone.

The SevenSix Agency has spent a lot of time over the last couple of years investigating the world of influencer pricing. In 2021 they focused on the influencer pay gap, highlighting the fact that minority voices are often underpaid or excluded, with ethnicity considered by the majority (57%) to be a factor in lower fees being charged or offered.

For 2022, they’ve again taken a deep dive into influencer pay, teaming up with MSL Group to see whether anything has changed.

This time, they’ve also broken their pricing analysis down by key platforms giving us a really clear idea of what the market looks like from that perspective.

You can read the full report here, but I’d like to share some of the highlights and lowlights with you.

Let’s look first at the base rates.

1. Instagram

What performance should be expected?

Fees are largely based on engagement rates where 2% is a rational expectation, 3.5% should be the goal and 6% is seen as high-performing.

It’s not all about engagement rates, though. The reports suggests that many brands take a more holistic view, looking at follower numbers, whether or not the influencer has a celebrity persona, and the quality of their content.

All the fee tables used are based on fees for 1x post.


Source: SevenSix Agency Influencer Pricing Report 2023

2. TikTok

How is performance measured?

Things have changed dramatically with TikTok, which was, in the UK at least, still in its infancy when the previous survey was carried out. Since then, usage has boomed, with over 1 billion monthly active users. According to Statista, TikTok was the most-downloaded mobile app of 2022.

Influencer-wise, it’s quite different from Instagram. Rather than looking at engagement rates, brands prefer to see influencers’ total likes and video views. They look for consistency of engagement, which suggests that the audience is regularly following that influencer’s content, rather than a few big, viral hits. Brands also look at the quality of content, obviously, as well as the quality and relevance of comments.


Source: SevenSix Agency Influencer Pricing Report 2023

3. YouTube

How is YouTube performance measured?

YouTube is different again. The report highlights that it isn’t as popular with younger creators as TikTok. However, with the recent launch of YouTube shorts, it’s clearly going up against TikTok and Instagram Reels so it’s still a major contender.

Influencers on YouTube are usually asked for either an Integrated Video (which includes a small portion of sponsored video, eg 1-3 minutes) or a YouTube Short.

Like TikTok, brands place most value on views.

The SevenSix authors highlight the particular difficulty of effectively and consistently pricing for YouTube. It’s been around a while, so there is a lot of variance in historic rates, plus creating high quality YouTube content is a lot of work. So it’s difficult to get a clear picture, but I think they’ve done a good job here!


Source: SevenSix Agency Influencer Pricing Report 2023

The add-ons

Once you’ve got a clear idea of the base rate, you need to consider the overall contractual obligations. SevenSix have covered this too.

● Deliverables. What are the specifics of the campaign? Which platform(s), what frequency, and how long should any video content be?

● Usage and PI rights. The detail is important here, as it can have a big impact. How long will a brand use an influencer’s content? Which country(ies), where else will it be reproduced (ie adverts, TV etc).

● Exclusivity. Is the brand asking the influencer not to work with any competitors for a fixed length of time? This is often where influencers are able to charge higher fees, as there is potential loss of earnings to be considered.

● Level of expertise. Creators who are also expert professionals (like medical professionals, aestheticians) can often charge 30-50%, as they bring the credibility of professional expertise to the brand’s campaign.


Source: SevenSix Agency Influencer Pricing Report 2023

The influencer pay gap

In terms of highlighting pay gaps, there are some big statistics.

● 18.7% pay gap between white influencers and influencers who are people of colour

● 21.5% pay gap between white influencers and black influencers

● 153.6% pay gap between ages 18-30 and 30-34

● Influencers who described themselves as having a long-term physical or mental health condition earned 23% less per post

One of the things this report highlights is the challenge for smaller influencers when it comes to being paid for their content. The writers also make a point of talking about Gifting. Whilst there are plenty of times when Gifting is entirely appropriate, and it’s long been seen as a legitimate way to build a relationship (audiences also love it as it’s a chance for them to see a relationship between brand and creator develop), there remains the problem of brands who try to take advantage of creators by offering a gifting-only relationship.

As in any industry, it’s vital that the role of content creators is respected and recognised, and that both creators and brands make informed and realistic decisions about their relationships and their campaigns.

If you’d like to talk about how to build or develop your influencer marketing strategy or how to connect with the right influencer marketing agency for your brand, get in touch. I’d love to chat.

Gordon Glenister is also the author of the book, Influencer Marketing Strategy. Learn:
● how to build an influencer strategy
● what makes a great influencer
● about the rise of Clubhouse and Tik Tok
● about future digital trends for connecting with a digital customer

Find out more and order your copy at:
Influencer Marketing Strategy Book By Gordon Glenister

HOW JÄGERMEISTER WORKS WITH INFLUENCERS FT. CHRISTIAN STINDT

Christian Stindt is the Marketing Director at Mast-Jägermeister UK, the third largest spirits brand in the UK for the on-trade. He and his team are on a mission to give consumers the best nights of their lives, and to show them that Jägermeister tastes best when consumed as an ice cold shot at -18°C. He has over ten-years experience in the spirits industry and has managed a variety of markets in Europe including Spain, Italy, The Netherlands, Turkey and more in commercial and marketing roles. Chris mentions collaborations with 474 and influencer agency Raptor

You can follow Christian on LinkedIn

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FROM CREATOR TO RUNNING AN AWARD WINNING AGENCY FT. BECKII FLINT

Beckii Flint is Director and Co-Founder of Pepper Studio, an award winning boutique influencer marketing agency. A ‘veteran’ Influencer herself, Beckii has been creating content online since the age of 12. Her first-hand experiences of the process behind the content gives a invaluable insight into the needs of all parties involved when running influencer marketing campaigns. Raised in the Isle of Man, she moved to London in 2016 to work at an influencer tech start-up, and co-founded Pepper Studio in the Spring of 2019. In 2021 she was recognised as one of Forbes ’30 Under 30′. Formerly, Beckii created content online under the name Beckii Cruel, and began on YouTube creating dance videos to Japanese pop music. These videos went viral, and saw a career performing in Japan in her early teens, and a feature documentary on BBC3 in 2010 (Beckii: Superstar at 14). She regularly contributes fascinating industry insights on topical events in the news, including BBC Radio 4 Today Programme and 5 Live Wake Up To Money. She spoke in the House of Lords to give evidence to an inquiry into influencer marketing in 2017, and gave evidence to the Department for Media, Culture, and Sport (DCMS) inquiry into influencer culture in 2021.

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LIVE STREAM VIDEO TECHNIQUES FT. MICHAEL FORREST

Michael Forrest is a creator from London, UK. He runs Squares TV, a destination where you can find his Apps, technical help and inspiration for indie live video producers. In this episode we discuss video production – how to avoid a lengthy edit process and ‘perform’ videos live, whilst maintaining a certain level of production value. We also discuss the differences between solo live production vs the complexity of more traditional media. For more information see https://squares.tv

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