Creating The Influencer Campaign of Your Dreams
How to create a winning influencer campaign for your brand
Working with the right creator can skyrocket a brand to success overnight. It’s what marketing dreams are made of but the process of finding an aligned voice, making compelling content, engaging audiences, all while driving brand goals, can be daunting. We recently worked with SiriusXM/Stitcher Podcasts on an influencer campaign to launch their new podcast, Stars and Stars with Isa. We collaborated with Jahad Carter, aka Hopeless Romantics Society, to create a co-branded partnership that racked up over 1.3M organic views, 7%+ engagement rate, and grew the Stars and Stars with Isa Instagram by over 300%. We want to break down for you how we did it, showing you how to create a dream creator partnership for your brand.
Know your audience: All great marketing starts with a real understanding of your audience. Think about who you’re currently reaching and who you want to reach with your efforts. Look for creators who not only speak to that very audience you are courting, but have established trust, authority, and an authentic connection. You will know it when you see it.
Create a foolproof brief: Creating a thorough brief that clearly outlines your objectives will give creators the best opportunity to help you reach your goals. Include your desired audience, brand objectives, priority platforms, your starting vision for a partnership, and of course your budget.
Let the creator lead: Creators know their audience and what they like to see. Don’t be afraid to ask creators how your brand can most organically show up on their platforms. Be flexible in your vision and allow them to have a say in what they post. The audience will always appreciate authenticity.
Think beyond a single post: If budget allows, it’s always beneficial to expand a partnership. Look for ways to take advantage of extensions a creator may have. Negotiate a link in bio, Instagram story series, or newsletter inclusion.
Put paid behind what works: So you’ve done all of the above, and it’s working. You have a piece of content that’s resonating with your desired audience and you are loving how your brand is showing up. It’s time to extend the reach by turning on paid ads. We always recommend reserving budget to boost a piece of content that’s really working. Note that there may be an additional fee with the creator to do this, so ask about it upfront!
Contact Jade Media for help curating and creating the right creator campaign and influencer engagement for your brand.
How to Kill it on Social Media Without Posting a Thing
If you’re reluctant to go all in on social media, you can still tap into the power of being online. Social media is a great way to reach and connect with your audience, but every brand isn’t necessarily ready to start storytelling and connecting directly with online audiences.
If you’re reluctant to go all in on social media, you can still tap into the power of being online. Social media is a great way to reach and connect with your audience, but every brand isn’t necessarily ready to start storytelling and connecting directly with online audiences. Regardless of the intent to post, every brand should be using social media to keep their ear to the ground of what is going on with their industry, audience, competitors, trends, and more. Social media has a treasure trove of insights that can help you optimize your marketing. Below are 5 tips to help brands of all sizes to leverage social media to make them more savvy marketers and give them the insights they need to level up:
Research what is being said about your brand, target audience, your competitors, industry, and more
Many social media platforms also function as search engines, connecting you to the talking heads, content, audience, brands, and/or industry insights of the moment.
Source super fans and skeptics of your product / service
Find people who are passionate about your product, service, or industry to partner with. You may also stumble on people who are skeptics that you can try to convert. This can include gifting, content partnerships, giveaways, endorsements and much more. You can also reach out to fans of competitors to challenge them to try your product.
Boost organic creative content talking about your brand
Once you find those super fans, you can boost their organic content about your brand through syndication driving to your brand’s site pages to drive sales or inquiries. People are more likely to trust content coming from an unpromoted and unbiased consumer. You can provide commissions, pay for syndication, or pay via affiliate links
Leverage social platforms insights to stay on the pulse on best practice and trends
Many social platforms share insights and trends with their audiences to allow them to serve up the best content that matters most to audiences right now. These insights platforms include:
Content and format inspiration for when you decide to post
On platforms like TikTok, imitation is flattery and encouraged (as long as you cite your sources). If you’re ready to start posting, look at other accounts and competitors to see what is and isn't working to apply to your content strategy. Also, the insights centers of these platforms share best practices for how to make creative that performs.
When you’re ready to start posting, reach out to us at Jade for social strategy, coaching, and education!
150+ Black TikTokers to Have on Your Radar
150 Black TIkTok Creators to work with, follow, collaborate with, and more across categories and passion points.
A cultural revolution is unfolding on “the clock app” led by Black TikTok creators. These architects of creativity shape the digital landscape, producing content across diverse passions and cultivating profound connections with their audiences. For marketers, this isn't just a trend—it's a strategic opportunity to engage with Black TikTok influencers who are reshaping culture and generating trends.
Building on the success of last year's list we're back with an even bigger list—spotlighting over 150 Black creators on TikTok. We’ve added more categories to showcase a diverse array of talents. This curated list serves as a vital resource for brands, marketers, and fans, facilitating the discovery and support of Black TikTok creators.
Diversity in content creation, partnership, and consumption is crucial. These creators aren’t just on TikTok, their reach extends beyond the platform. Whether you're diving into TikTok or exploring content beyond, our list of Black creators is your gateway. Check out last year’s list of over 100+ Black TikTok Creators Every Brand Should Know. Not sure how to start your journey with Black Creators, contact Jade and we can empower you with strategies to get the most our of your creator partnerships.
Makeup and More
Fashion Femmes
The Foodies:
Men of Fashion
Black in Tech/STEAM
Funny People
BookTok
Culture Commentary
Home and Garden
Femme Gen-Z / Millennial Lifestyle
Pet Parents:
The Families:
Plus Size / Curvy Fashion
The Globetrotters
Entertainment & Sports Commentary
2024 Black Events Calendar | 70+ Events to Keep on Your Radar
Jade Media curates Black-owned, operated, and/or centered events to attend, sponsor, vend, or support in 2024.
Get ready for an amazing 2024 filled with live events that celebrate and center Black culture! Our Black Events Calendar is back, featuring a handpicked selection of gatherings – from Black owned-and-operated events to happenings that highlight African-American and Black culture. This calendar spans across generations, offering something for everyone, from Gen-Z to Boomers and beyond.
At Jade, we know the power of live experiences and their role in connecting people. Our calendar is your go-to guide for planning your year, whether you're a marketer, vendor, brand, or just a fan of live events.
As you plan your year, remember that these events are more than just dates on a calendar; they're opportunities to connect, engage, and celebrate the community. Reach out to us at Jade for more information on how to make the most of these experiences as a part of your marketing strategy. If you’re a Black event producer or promoter that wants to be added to this list, contact us at info@workwithjade.com with your latest event information.
AFROPUNK festivals (Brooklyn, Atlanta, Bahia)
Black Enterprise - Women of Power Summit
Black Market Flea (Los Angeles)
Black on the Block (Los Angeles)
Congressional Black Caucus Annual Legislative Conference
Ebony Beach Club (Los Angeles)
ESSENCE Black Women in Hollywood
Harlem Fashion Row (Fashion Week)
Juneteenth Food Festival (Brooklyn)
Leimert Park Book Fair (Los Angeles)
Leimert Park Juneteenth Festival (Los Angeles)
Martha’s Vineyard African-American Film Festival
MLK Ski Weekend/Black Ski Weekend
Pan African Film Festival (Los Angeles)
Party in my Living Room (Los Angeles)
Prizm Art Fair (Miami during Art Basel)
R.O.C. the Block’s Juneteenth Festival
Something in the Water Festival
Rad Ads: Chef Reactions and Frosted Mini Wheats on TikTok
Rad Ads: Chef Reactions and Frosted Mini Wheats on TikTok - Best in Examples of Branded Content
There are a lot of bad ads on the internet. From awkward spon con, to poorly executed partnerships, and unimaginative copy, we’ve seen it all and we know you have too. As part of our new series “Rad Ads” we want to spotlight the ads that reaffirm our faith in the power of marketing to generate joy, connection, and of course revenue.
Creator Chef Reactions on TikTok is best known and loved for his acerbic critiques of the many outlandish cooking videos we see across our timelines. His dry sense of humor and cutting commentary have gained him over 3 million followers on TikTok alone. It makes sense that any brand would want to partner with a creator who commands that kind of loyal following and reach. Frosted Mini Wheats partnered with Chef Reactions to make a series of videos of him reacting to negative social media comments about the product. Genius product integration and hilarity ensues, resulting in a collective 60 million+ views. Let’s break down what makes this branded content work.
Chef Reactions is already an existing super fan of Frosted Mini Wheats. It’s much easier for creators to talk about something they love rather than read talking points about something they just learned about. Brands and marketers will always win by putting fans front and center.
Chef Reactions uses his own unique voice throughout the video to talk about the product. Followers who see this video pop up won’t be jarred by a change of pace because the sponsored content fits squarely into his existing content strategy. There’s no hard pivot to promote, but rather seamless inclusion.
By partnering with Chef Reactions, the sponsored content rides the rising tide of food reaction videos, a popular and beloved trend across internet culture. Frosted Mini Wheats have not only gained access to a captive audience who are interested in food, but have inserted themselves into a content niche that is bringing in new eyeballs every day. Brands should always seek to join the conversation as opposed to disrupting the scroll.
By allowing themselves to be roasted, Frosted Mini Wheats have also shown that they don’t take themselves too seriously. A brand that allows themselves to be laughed at, and can laugh at themselves, will always endear themselves to consumers. Self awareness, and humor, are key.
The content naturally invites the audience to join the conversation. Showcasing feedback begets more feedback, and it’s hard to not want to weigh in and join the fun. The comments section are full of people professing their love for Frosted Mini Wheats, articulating the many ways in which the cereal reigns supreme. It’s a brand dream.
We hope that these tips provided some inspiration for your next branded content execution! If you have any questions about social strategy, digital marketing, or creating effective partnerships feel free to reach out to work with us at info@workwithjade.com. We’d love to hear from you!
The Art of Vertical Video: Strategies for Social Media Success
Learn strategies to make the best vertical video across social platforms
If you’ve been on social media over the last decade you’ve seen the domination of vertical video. Whether it’s on Instagram stories, Reels, or TikTok, creators are using their phones to speak straight into the camera and connect people on their phones. It’s empowering to think that all you need to reach your community and find new audiences is in the palm of your hand. Jade Media put together tips to help you get started and make the most out of your vertical video across platforms.
Tip 1: Video is vertical and full screen
For the best user experience, your video orientation should be vertical (9:16) and use the full screen. This allows you to make the most of the real estate of the phone screen. It also aesthetically gives your audience a nod that this content was made for them to consume in their phones and feels inherently social.
Tip 2: Use the tools within the app to enhance your content
The best social media content feels human. Use native tools of the app to make your content feel more personal. There are tools in each app that can help make your video feel like it was made in or for the platform you’re posting on. This can include subtitles, headline text, stickers, polls, filters, green screen and much more. Find the tool that makes the most sense for the story that you want to tell.
Tip 3: Use text with intention
When you use text with intention, you tell the algorithm and the audience who your content is for. With social media platforms doubling as search engines, it’s important that your videos have intentional text to help it be found by the right audience. Consider the following:
Video Headline: Quick text to summarize what your video is about at the top and/or beginning of your video.
Post caption: The key signal to the algorithm as to what your content is about and who it is for. Include keywords that your intended audiences would search for to find your video.
Subtitles: Adding subtitles is wonderful for accessibility and search engine optimization. By using subtitles (GENERATED IN APP), you let the app know what exact words are in your video, allowing it to be easy to search for.
Hashtags: Add hashtags to give another signal to the algorithm as to who to put your content in front of. You want your hashtags to range from macro topics to micro topics to help with search and discovery
Tip 4: Use sounds with intention
Uses sound with intention: Use trending sounds if they align with your brand themes and to ride the wave of what is popular at the moment. Creating sound-on content with captions allows it to be enjoyed no matter how its consumed.
Tip 5: Make content mutually beneficial
Ultimately, your content needs to be mutually beneficial to your brand and to the audience watching. This means that there needs to be a clear message about your brand and a clear and beneficial takeaway for your audience. How can you educate, entertain, inspire, reveal, celebrate, relate, analyze, react, etc. in ways that your audience is stimulated, and give your brand a clear right to play.
We hope that these tips provided some inspiration to get into the vertical video game. Let Jade help you and/or your team improve their social media video in just one hour. Contact us today to set up a time for your team. Contact us to transform your social video today.
20 Hispanic TikTok Creators Brands and Marketers Should Work With NOW!
20 Hispanic / Latinx TikTok Creators to Have on Your Radar
Hispanic Heritage Month is a time to uplift and explore the vast intricacies of Latinx culture and history. There’s no better place to do this than TikTok. Creators from across the world showcase the multitudes of their identity as they explore their passions and cultivate their audiences. Any brand looking to reach this market would be remiss to not partner up with Latinx creators across the platform. To kick off the month, we put together a list of 20 creators that brands and marketers should work with today! Check them out below:
Mexican Ginger https://www.tiktok.com/@mexicanginger1
Benavidez Triplets https://www.tiktok.com/@benavideztriplets
Lucas Assis https://www.tiktok.com/@thelucasassis_
Señor Edison https://www.tiktok.com/@senoredison
Diego Marin https://www.tiktok.com/@mr.dmarin
Miss Paola Styles https://www.tiktok.com/@misspaolastyles
Belinda Gonzalez https://www.tiktok.com/@homemade_always
Joolie Annie https://www.tiktok.com/@joolieannie
Cisco Viera https://www.tiktok.com/@ciscoviera
Kim Schwartz https://www.tiktok.com/@thekimschwartz
Zack Quintero https://www.tiktok.com/@zack.quin
La Consejera Counseling https://www.tiktok.com/@la.consejera.counseling
Isabella MG https://www.tiktok.com/@isabellamg.co
Salguero fam https://www.tiktok.com/@thesalguerofam
Ryan Alexandra Petit https://www.tiktok.com/@ryanalexandra.petit
Karol Rodriguez https://www.tiktok.com/@karolscorner
Need help curating and engaging influencers for your next brand campaign? Drop us a line to help!
Why You Need to Pay Attention to Women Over 40 Killing It On Social Media
These “women of a certain age” are showing up online and upending the societal expectation that exploration and excitement for life is reserved solely for the young. They’re also poking holes in the youth obsessed culture that brands and marketers have long upheld.
Author Chelsea Fagan shared on TikTok her personal pledge to follow only lifestyle influencers over the age of 50 on social media. Calling this decision small yet impactful, she speaks about the joys of watching women dive into their passions, travel, reinvent themselves, explore relationships, and express themselves through beauty and fashion. These “women of a certain age” are showing up online and upending the societal expectation that exploration and excitement for life is reserved solely for the young. They’re also poking holes in the youth obsessed culture that brands and marketers have long upheld. Studies have showed that women 50+ are the fastest growing demographic online and spend on average 250% of what the population in general does (DMN3). Beyond reaching women squarely in parallel age demographics, older female lifestyle influencers serve as beacons for millennial and Gen X women who may feel displaced by a social landscape newly awash with Gen Z sensibilities. Marketers should look beyond fleeting trends, and work with creators across generations to connect with consumers. To get you started, we’ve listed some of our faves below across TikTok and IG.
(click large image to review the gallery)
Task Yourself: https://instagram.com/taskyourself
California is too Casual https://www.tiktok.com/@californiaistoocasual
Welcome to Heidi https://www.tiktok.com/@welcometoheidi
Ladies of Madison Ave https://www.tiktok.com/t/ZTRWwyjSb/
Holly Phan https://instagram.com/hollyhpan
Sovanna’s cooking: https://www.tiktok.com/@sovannascooking
Infinitely Alisha https://www.tiktok.com/@infinitelyalisha
Dr. Rhonda Johnson https://www.tiktok.com/@drrhondamj
Tracie & Cheryl: https://www.tiktok.com/@wife_talk_time
Clarissa Dane Hughes: https://www.tiktok.com/@clarissadanehughes
Renia Jaz; https://instagram.com/venswifestyle
Patrice Alexander: https://instagram.com/patricealexander_
Lynette Marcus: https://www.tiktok.com/@lynettemarcus
Grece Ghanem: https://instagram.com/greceghanem
Our Filipino grandma https://www.tiktok.com/@ourfilipinograndma
How to survive the De-influencing Era
What is de-influencing and what does this mean for your brand?
If you’ve been on social media over the last few weeks you may have heard that latest word to enter our collective lexicon, “deinfluencing.” Defined as the act of a creator using their influence to tell followers what products NOT to buy, this may seem like nothing especially notable. While product reviews, both positive and negative, are nothing new we at Jade believe that the deinfluencing trend represents a deeper culture shift that none of us can afford to ignore. The explosion of deinfluencing content across social platforms represents a growing backlash to hyper consumption and the perceived inauthenticity of parasocial creator/follower relationships. Tired of the constant pressure to consume, audiences and creators are pushing back.
So how can your brand survive and thrive in the deinfluencer era? Check out a few of our tips below.
Adhere diligently to FTC guidelines
Hidden disclosures and lack of brand attribution are an immediate no. Be forthcoming about your partnerships with pride.
Lean away from trend based marketing
Showcase how your brand/product/service has lasting value versus just being of the moment.
Partner with influencers who are known to keep it real
Audiences are savvier than you think and know who they can trust. Utilize partners who have real relationships with their followers, prioritizing community over scale.
Spotlight user reviews and feedback
Lean on non-influencer content to showcase your brand’s value. Your consumers talking authentically about your product are as real as it gets.
Stay tuned to our blog for more tips and reach out for your brand strategy needs.
100+ Black TikTok Creators Every Marketer and Brand Should Know
100+ Black TikTokers to have on your radar as a marketer, brand, and small business.
There's a revolution happening on TikTok and you’d have to be living under a rock to not see it. Black creators are driving culture on the daily, making content across every passion point and building deep community with their audiences. It’s a no-brainer for marketers to tap into this vast pool of Black brilliance and we’ve created a list of over 100 of our favorite creators to get you started. Many of these creators have built followings across multiple platforms, so even if you’re not ready to dive into TikTok you should still check out what they have to offer.
This list represents just the tip of the iceberg so stay tuned for much more from Jade! And if you’re looking to get started on TikTok, find ways to make the most of your influencer partnerships, or need help connecting your brand with culture don’t hesitate to reach out.
As Khaenotbae says, the girls that get it get and the girls that don’t don’t. Don’t miss the moment and connect with Black TikTok creators today.
The Families:
The Foodies:
The Funny People:
The Beauty Gurus
Fashion-philes
The Pet Parents:
Greenlight A Show
Black in STEM
Femme Gen-Z Lifestyle
The Culture Critics
The BookTokers:
The Business Voices
The WILDcards (For the right risqué brands)
Three Marketing Predictions for 2023 and Beyond
There are the three big marketing predictions that we think that marketers should be paying attention for 2023 and beyond. They will transform how you approach your strategy.
The marketing tides are turning. As cookies are slowly phasing out of our digital diet, and culture and context become king, it's necessary to understand where the hearts, minds, and wallets of your audience are moving towards. Here are three marketing predictions that we, at Jade Media, think that marketers should be paying attention for 2023 and beyond.
Deconsolidating to Diversify
In the coming years people will consciously deconsolidate their free time, their professional roles, and their communities. They will also begin moving their dollars away from big brands, social platforms, and large retailers. Audiences will start to shop local, work on independent vocational projects, and seek out micro-communities that reflect their values back to them. Technology that carves out niches, incubates community, and goes deep within passion points will continue to rise. Platforms like Twitch, Discord, Patreon, and Substack, will have more mass appeal as people search for their people online, beyond their people offline they’ve connected with on social media.
What does this mean for your brand?
Your values hold value to your audience. How can you show them that you know them and are aligned with what they care about?
Elevate lifestyle elements related to your brand that center on creating community
Be willing to experiment with additional platforms that help you to cultivate community with your customers.
PERSON-alization
Personalization has been trending as of late. It’s as important as ever to serve the right content to the right person, at the right time, and on the right device. As privacy concerns rise from targeted marketing strategies, PERSON-alization is the next trend on the rise. With the rise of TikTok, YouTube shorts, and mobile vertical video, consumers will be expecting to see the real people behind brands. They will be craving ways to be entertained, educated, inspired, and feel kinship with the brands that they love. Brands will be expected to act more human, removing the veneer, and showing their FACE (or give credibility and capital to trusted faces) to their consumers.
What does this mean for your brand?
No more hiding behind stylized posts with generic captions that give nothing to the audience other than something to look at.
How can you humanize your content more with interactive in-app tools, questions to your audience, or showing the humans behind your brand?
Hyper Consumption to Hyper Creation
Following the throughline of deconsolidation, consumers will continue to go deeper into DIY in the coming year. We should expect to see more people growing their own food, making home furnishings, sewing their own clothes, and moving away from hyperconsumption to hyper-creation. This ability to make what you need vs. the convenience of buying what you need may also be seen as a socioeconomic marker of privilege that allows you to opt into having a slower, softer, and more intentional life.
What does this mean for your brand?
How can you show people behind the scenes and under the hood of your brand so that they can take inspiration from you beyond just buying your product.
Are there DIY products, services that supplement your brand, product, or service? (i.e a tea company that encourages clay making dishes or cups)
Stay tuned to our blog for more marketing and consumer trends. If you to want to apply these tactics to your marketing strategy, contact us to book a consultation.
Connect to the Culture: Black Events to Keep On Your Radar in 2023
Jade Media curates Black-owned, operated, and/or centered events to attend, sponsor, vend, or support in 2023.
Live events are more popular than ever and 2023 is sure to be no different as people crave experiences and connection. Now is the time for marketers, vendors, and attendees to plan where they’ll be. Here at Jade we put together this list of Black owned, operated, or centered events to keep on your radar. This list incorporates events across locations and generations, reaching from Gen-z to boomers and more.
As marketing experts we know that live events are a critical piece of any well rounded media mix. We curate effective lists and ideate activations for clients to make a deep impact and connect to culture in meaningful ways. Reach out to us as you plan your event calendar for 2023!
AdColor: November*
American Black Film Festival (ABFF): June
Afrochella December*
AFROPUNK Multiple events/dates
Afrotech November*
Bayhaven Food & Wine Festival October*
Black Girls in Media August*
Black Women Talk Tech Multiple events/dates
Broccoli City Festival July*
Colors Worldwide Multiple events/dates
CultureCon October*
Curlfest Dates TBD
ESSENCE Black Women in Hollywood March*
ESSENCE Music Festival June-July
Everyday People Multiple events/dates
Grits and Biscuits Multiple events/dates
Harlem’s Fashion Row NYFW Fashion Show & Style Awards September*
HBCU Homecoming Season October-November
InvestFest August
Janelle James Comedy Festival Dates TBD
Makossa Cookout Multiple events/dates
National Association of Black Journalists (NABJ) Convention August
Pan African Film Festival February
Prizm Art Fair November-December*
R&B Only Multiple events/dates
Revolt Music Conference September*
Sistas in Sales Conference September*
Sum’n Good Party Multiple events/dates
Taste of Soul October*
The Layout Multiple events/dates
Well Read Black Girl Festival October*
*Event timing is based on 2022 activation and is subject to change.
What is TikTok Pulse? A How-To for Marketers and Creators
In May 2022, TikTok announced “TikTok Pulse, a new contextual advertising solution that lets advertisers place their brand next to the top content in the For You Feed” along with their first-ever revenue sharing opportunity for creators. Read how this impacts creators and brands in Jade Media’s blog.
In May 2022, TikTok announced “TikTok Pulse, a new contextual advertising solution that lets advertisers place their brand next to the top content in the For You Feed” along with their first-ever revenue sharing opportunity for creators.
This is how TikTok Pulse works for marketers:
TikTok Pulse offers 12 categories where brands can run ads next to contextually relevant content. Not all categories have been announced but they include:
Beauty & Personal Care
Fashion
Gaming
Cooking & Baking
Automotive
Using a proprietary filter, TikTok selects brand safe and verified videos that are amongst the top 4% of all videos on the platform within the 12 Pulse categories. Brand ads are shown AFTER the top performing video. They also provide campaign measurement tools like “viewability verification” and “third-party brand suitability.”
According to a TikTok MarSci in Context Study conducted by Material in 2022, this placement also supercharges ad performance for brands. Ads saw:
8% higher brand favorability
10% more likely to be remembered
22% higher purchase intent with Gen-Z
The program is not available to all advertisers and creators, but has officially rolled out to select partners as of October 2022. In a DigiDay video report, Stacey Stewart, the Chief Marketplace Officer at UM Worldwide, who has tested with select advertisers on Pulse said, “There were brand lifts from an awareness perspective that we saw as part of the alpha [test]. They were kind of all over the map, though. It varied by product, by the ad, by the vertical. They were inconsistent, but there were lifts on everything. All of our clients.”
While this is not conclusive, this is a great indication that Pulse can be a great top-of-funnel (awareness) strategy for brands. Simply put, this is an interesting look at digital marketing beyond cookies. It’s contextual advertising with video post-roll after top-performing content.
What does this mean for Creators and Influencers?
TikTok Pulse is TikTok’s first revenue-sharing opportunity for creators to get paid for ads that appear after their top performing, brand safe, and verified content. TikTok Pulse is not available to all creators, and it's not clear when this will open up. According to TikTok, in order to qualify for TikTok Pulse, you must:
Have at least 100,000 followers
Be based in the United States
Be 18 years or older
Have five videos or more posted in the last 30 days
Join the TikTok Creator Marketplace
According to TechCrunch, there is a 50/50 revenue split between TikTok and creators on videos selected for Pulse. Although, this split has not been reported in official releases we found.
There are 12 TikTok Pulse categories. Not all verticals have been announced but these include:
Beauty & Personal Care
Fashion
Gaming
Cooking & Baking
Automotive
Sports (suggested by “unforgettable playoff moments” language in this press release)
You must also agree to accept the creator Terms and Conditions. After joining, if any of your videos are used “you will receive a payment notification during the first half of the following month.” Payment details will be included in your notification and the money will be added to the Creator Marketplace Pay section of the dashboard.
For creators on TikTok, this is a great opportunity to earn money from your content. It’s refreshing to see a step in TikTok Truly joining the creator economy creating a rising tide for brands and creators that is reflective of the impact creators on that platform have.
Our suggestion to creators who meet the qualifications above, but have not yet been accepted to the program, would be to experiment with creating brand safe content within the categories that align with your brand.
Stay tuned to our blog for more on how to maximize your TikTok presence and book a consultation with Jade Media if you need guidance on how to start your TikTok journey.
2022 TikTok “Support Black Business” Cohort
Jade Media completed the 2022 TikTok Support Black Business cohort
Over 4 weeks in 2022 Jade had the honor of coming together with Black business owners from across the country through TikTok's Support Black Businesses program. The program focused on how to use TikTok as a catalyst to help our clients grow– from awareness to sales. It was incredible to connect with, learn from, and uplift fellow Black entrepreneurs. As TikTok evangelists, Jade looks forward to using this knowledge to inform our strategies and work with clients, from creators to large scale businesses. Learn more about TikTok's Support Black Businesses program: tiktoksupportblack.com
Latinx Creators to Work With On TikTok
Latinx creators that you should follow and work with across passion points
Hispanic Heritage Month may have ended, but celebrating, working with, and following Latinx creators should be a year-long affair. There is a plethora of talented, creative, and trendsetting Latinx creators thriving across TikTok. See below for Jade’s favorite Latinx creators to watch and work with across passion points.
Naomi Hearts (fashion, beauty, lifestyle, LGBTQIA+)
Monica Style Muse (fashion, beauty, lifestyle, family)
Sole Ortiz Ruiz (fashion, sports, lifestyle, girlboss)
Maria Melchor/First Gen Living (finance, self-help, first generation)
Love Your Chichos (wellness, lifestyle, nutrition, food)
The Rangos (family, food, lifestyle, kids, multigenerational)
Michelada (food, Los Angeles, lifestyle, hobbies, bike culture)
Dizzy Dez El Gallo (singing, men’s lifestyle, music equipment, wines & spirits)
Iam Miachelli (fashion, beauty, comedy, lifestyle, food)
Red Leaf Ranch (gardening, animals, lifestyle, food, politics, “ABUNDANCE”)
2022 Podcast Trends from Sirius XM
2022 Podcast Trends from Sirius XM, Adswizz, and Simplecast
At Jade we LOVE a study and the new Podcast Trend Report from Sirius XM is one you can’t miss. Check out our reasons for why this is a must read for marketers and creators alike. Then click through to enjoy!
What’s Inside:
Learn about emerging trends and audience insights across the podcast industry
Discover hot topics along with the fastest growing podcast categories
Get the tea on all of those big name Hollywood podcasts
Uncover monetization trends (This is especially helpful for creators!)
Understand the efficacy of podcast advertising (need to know info for brand partners!)
Read more here.
Sound on! How “Millennial Z” is Using Audio To Deal With 2020’s Stress!
By: KJ Wade
It goes without saying that 2020 has stressed us TF out! We’re in between a pandemic, a race revolution, a collapsing economy, and an election year; (not to mention whatever personal crisis we may be going through). Studies have shown that “Millennial Zs” (Millennials and Gen Z’s) are the most stressed, but we’re learning to deal and heal through our devices.
We are using streaming and audio to find our way to wellness. In Complex’s Generation Stressed study, 53% of Millennial Zs surveyed say they use content as a way to cope with stress, 91% say they listen to music, and 49% are listening to podcasts.
Music therapy is not a new idea. After WWI, it was first introduced to help returning soldiers deal with PTSD. Doctors saw a profound effect on their emotional and physical trauma. According to music therapist Katie Down, “I started to understand what music can do for traumatized populations—it can help create a sense of normalcy, joy, expression,” she shares with Pitchfork. She says “our bodies react to sound. We connect readily to music and sound because we are, in our essence, music—made of vibration, which is movement, which is life.” After dealing with trauma or depression, music has the ability to breathe life into the dead areas inside us.
This is just scratching the surface. In Spotify’s Culture Next study, research showed that American Millennial Zs see music as a personal, powerful, and therapeutic tool that evokes emotions. 73% of U.S. Millennial Zs said they use audio to cope with stress, while 79% believe it can unite people in these culturally fraught times. We are using audio to tune in to wellness and tune out the voices of anxiety. Spotify claims in their July survey, “85% [of American Millennial Zs] reported that the mood of their music had changed to match the times, while 77% said music helped keep them sane. As Vancouver’s Makayla said, ‘Chilled-out, soulful music has been getting me through these hectic times.”
According to The Verge, lo-fi music channels on YouTube have boomed during the pandemic, as well. A personal favorite, ChilledCow channel, best known for its “beats to relax/study to,” has seen a 100% increase in subscribers, adding over half a million global listeners to its online radio station between January and March. They’re not the only ones; other lo-fi channels and online music stations, like Nickolaas and College Music, have also seen a considerable bump in listeners and their overall engagement. Nick Stafford, the Nickolaas channel creator, shared with The Verge, “I think this is a fairly obvious correlation though. Folks have nothing to do, and that leaves them open to exploring the furthest corners of YouTube. I think lo-fi streams are a great way to kill time.”
It’s not just listening to music that’s helping us deal with this unsettling year. It’s podcasts too, and the community we find through common genres. The Culture Next study reported that “1 in 4 [Millennials and Zs] say they listen to mental-health-related podcasts.” Personally, podcasts like The Friend Zone and Therapy For Black Girls have given me useful tips and relief that I’m not alone in the ways I feel. As a podcast that’s centered around “mental health, wellness, and hygiene,” the hosts of The Friend Zone have shared many tips, resources, and insights into mental health all while building a strong community. “75% of U.S. podcast listeners we surveyed said the medium allows people to connect with each other,” claimed Spotify, The Friend Zone proof of that. And it’s not just with podcasts but in Youtube Live chat rooms, Reddit threads, Twitch streams, and even hashtags on Twitter - there’s a community for any peculiar interests all over the internet. Co-creator of the lo-fi music channel College Music, Jonny Laxton shared with The Verge, “It’s like a little College Music family. We try to get onto the chat each day and speak with whoever is on at the time. I think it adds value having the channel interact directly and personally with its listeners. Entering a live stream at any given moment, you’ll find people sharing their thoughts, ideas, knowledge, and/or just comforting their digital family.” Cazzy, in Vancouver, expressed to Spotify, “I have found a very supportive and friendly community, often someone to talk to in the late hours about niche topics or when I just want to complain about something.” Late night conversations about the universe over lo-fi beats sounds like the perfect formula for a BFF to me or the cure for separation anxiety during a pandemic.
This is a grand opportunity for your B2C communication. Put more effort into the audio ads you run and content you create. In Edison Research’s 2016 study, 65% of podcast listeners said they are more willing to consider a product or service after learning about it on a podcast. 60% said they prefer to buy products from companies that advise on podcasts they regularly listen to. What’s most interesting is that only 44% said the products or services they hear about on podcasts are ones they already use, which means your brand is discovering an untapped audience. In Edison’s 2019 study with Triton Digital, researchers showed that online audio is at an all-time high, attain 50% reach of survey takers. Shifting more of your marketing budget from social media to audio ads can be a game-changer for your brand. ASMR videos are huge on TikTok and YouTube; find those velvet-voiced influencers and use them for your audio content. Like TikTok Tia @mxrcedxs, who has half a million followers on TikTok - or smooth-talking @amonta_jones, whose baritone voice could sell salt to a snail; or personify your ad through a podcast host.
Businesses like Squarespace, CurlMix, and Bevel are reaching new audiences everyday because they regularly advise on podcasts. For music ads, instead of killing the vibe mid playlist, create an ad that adds to it. Something that sounds like it belongs in there. Otherwise, it’s just going to be skipped or ignored. Any study done by any company will tell you, us Millennials are emotional buyers. How a company makes us feel is just as important as its quality, and Gen Z is following in our footsteps. Tap into the channels where we go to be vulnerable, and give us something to feel.
KJ Wade is a marketing strategist based in Brooklyn, NYC. Learn more about her at YouCanCallMeKJ.com
Quick How-To for Twitch (Twitch for Beginners)
TWITCH IS NOT JUST FOR GAMERS! Here’s a quick how to start streaming on Twitch that anyone can use. Comedians, painters, singers, chefs, trivia freaks, and more can share their passion with a growing community on Twitch. Here’s a quick how-to for beginners to go live on Twitch now!
Step 1: Sign Up & Customize
Sign-Up: Go to Twitch.tv, “Sign Up” (upper right). Usernames = 4-25 chars. Be consistent across platforms.
Customize your profile photo, header photo, bio information, links, and screens for your livestreams.
Step 2: Get the Right Tools:
Basic: Twitch app + phone, tablet, or computer with a camera and mic.
Upgrade:
Hardware: Mic, mobile tripod, lighting, mobile audio interface
Software: Twitch Studio, OBS, Streamlabs
Step 3: Categories and Tags
Choose the right category and tags for discovery.
Categories: Just Chatting, Games, Music & Performance, Talk Show, Sports, Travel & Outdoors, Food & Drink, Special Events.
Tags help users find you in the directory or front page. Tag types: Stream Tags, Category Tags, Automatic Tags
Step 4: Going Live!
Title your stream properly! Be relevant, creative, and brief.
Be Consistent: Set a recurring day/time of when you’ll go live.
Multiple Devices: Have a second device to stay active in your chat.
Step 5: Engagement Tips and Tools
Tools to interact with your existing audience:
Chat Room & Moderators
Emotes: Enhanced emojis/emoticons (partners and affiliates)
Discord Chat
Zoom
Step 6: To Raid or Host?
Twitch Raids: Raids enable a streamer to send their viewers from their live to another live channel. Most likely of the same genre, industry, or category.
Host a Channel: A way to share your favorite channel’s live channels while you’re offline.
Step 7: Getting Paid on Twitch
Subscriptions
Bits & cheers
Donations
Brand Partnerships
Merchandise
Ad Sales (partner)
Step 8: Enjoy!
10 DJs to Follow on Twitch
10 DJs to follow on Twitch today
There's always a party on Twitch. Check out some of our favorite DJs to stream to keep it live in your living room. This list is by no means in order or an exhaustive list. For more of our favorite streamers, visit our Twitch follow list with 70+ and growing streamers to add to your list.
Twitch is That Bitch
10 Reasons Why You Need to Download Twitch NOW!
For those who have considered going outside when the pandemic is too much. Cure your loneliness and feed your FOMO with Twitch!
Stay your @$$ in the house: It's much easier when you're entertained and engaged.
Twitch is super easy to use: Access via URL (no account required) or on Firestick, Chromecast, or AppleTV (Sorry Roku). “Background Play” on mobile allows you to stream and do other things online (Sorry IG Live).
Support your favorite creators and find new ones: Every day artists are getting on Twitch, artists from Lil Jon to Logic to Soulection.
There’s always a party in your living room: Put Twitch on your TV to listen to DJ sets for the maximum music experience.
There’s someone sharing your passion online: If you’re not into music, there is drag, cooking, comedy, fashion, and (of course) gaming content streaming all day on Twitch!
Twitch is Raw and REAL: It's live entertainment! That means what happens in real time, is what you see in real time.
Find your Tribe: Twitch has an engaging and interactive chat room, but creators have made Zoom dancefloors and created communities via Discord servers
Twitch is still saturated and yet under-discovered: Twitch is known for gaming, so there’s still room for other passion points to grow and build a community..
Amazon Prime = “Prime Gaming”: This gives you access to lots of free “loot” and can subscribe to one channel for free per month.
Twitch is FREE: It’s free to download, but you can buy subscriptions and “bits” to support your favorite creators and make sure they get PAID. The payout is good!
While we wait out the rest of this pandemic, you might as well upgrade your entertainment. Download Twitch app now to your phone or desktop or browse at https://www.twitch.tv/