Connect with us

Entertainment

Social commerce, the metaverse, and the battle for creators

Published

on

As social commerce continues its rise, platforms will battle it out to win creators with increased funding and education.

Last year, online shopping took off at the start of the pandemic. According to We Are Social’s 2020 Digital Report, Australians were shopping more online throughout the pandemic, with 74% of Australians having bought something online from June to July.

Tribe founder Jules Lund says platforms themselves will fuel this battle, with TikTok, Instagram, Facebook, YouTube and Snapchat all developing their own creator funds.

Taryn Williams, The Right Fit CEO, also sees the battle for creators heating up, adding that there will be a further investment by brands into influencer marketing as they see a reduction in ROI from Facebook ads due to the iOS changes.

Advertisement

“Data deprecation will inevitably prompt marketers to spend more on strategies that convert – namely working with influencers that have access to the audience that advertisers want to reach,” she says.

Others predict the rise of the metaverse, which Facebook has invested heavily in recently, as well as the continued strength of video.
Influencer Marketing now sits atop a much larger ecosystem called The Creator Economy – already estimated at US$100B. Ironically fuelled by the social platforms themselves, who are now in a fierce battle to win the creators. If you win the creators, you win the users. If you win the users, you win the advertisers. The advertisers then fund the creators. The flywheel continues. But social platforms don’t have time to wait for advertisers to fund creators, so they’ve released their own Creator Funds; TikTok committed $1B, Instagram & Facebook matched that, YouTube has a $100m fund, while Snap paid top creators $1M a day. In 2022, expect the quality and quantity of creators to explode with the release of money, education and opportunity.

ALSO READ  Winners emerge in UBA essay competition

Influencers will bridge that gap. They’re the absolute experts in building shopping confidence and that’s going to be invaluable in this new world of S-commerce. We’ve seen a lot of success this year both with ongoing partnerships that engage the same influencers for extended periods, and with the boosting of influencer content, which makes it shoppable. These are two strategies I’d encourage marketers to explore to maximise the S-commerce opportunity. If you can invest in influencers and get it right, the pay off will be huge!

Influencers are diversifying their content and reach across multiple channels more so than ever before and 2022 will see this trend continue. Influencers are developing their audiences into omni-channel communities across TikTok, Instagram, Podcasts and varying other platforms to grow their reach and commercial offering with brands following suit. My prediction is that we will see a new breed of influencer step forth with reach that spans both traditional audiences and developing ones, with an increase in unique content and in turn brand stratagems to follow.

Furthermore, we are entering a new age of social content with conscience – consumers are more awake to the social and political pressures facing the global community than ever before (feeding into this ‘cancel culture’ mentality) which places a pressure on content creators and brands to step up and provide a truly authentic platform that has measurable and tangible impacts for good. I predict that 2022 will see more influencers and brands stand up in face of this pressure.

Advertisement
ALSO READ  ‘I’m Worried About Having Kids’ – Bobrisky In Search Of Surrogate Mother

Entertainment

Why I am not ready to have kids now – Burna Boy

Published

on

Grammy-winning Nigerian singer, Damini Ogulu, popularly known as Burna Boy, has opened up about why he is not ready to be a father yet.

The ‘City Boys’ crooner said he is not ready to have kids yet because he can’t give them the attention they deserve.

The entertainer stated this while responding to a question raised by a fan during a recent Instagram live session with his fans.

He explained that he would have children when he was settled or married.

Advertisement

“Why haven’t I had kids yet? Bro, because I don’t want to have kids yet,” Burna boy said.

“Have you seen my mum the way she loves me? Have you seen my dad the way he loves me?I know I can’t give that to anyone right now with the life I’m living. So until I’m settled and I can be there for my children everyday, I’m not having no kid.

“I feel like my kids deserved better than I got. And I got both my mum and dad so you understand?”

On the allegations that he is impotent, Burna Boy said, “When I see the bants and the things people say [about me not being able to have kids], I said this is unimportant. Let’s assume that it is true that I couldn’t even have kids, you know that there’s something called IVF? But that is not even true.”

Burna Boy started to gain fame after releasing ‘Like to Party’, the lead single from his debut album ‘L.I.F.E’ (2013).

Advertisement
ALSO READ  Success of D’banj, P-Square, Wizkid inspired me to become an artiste – Davido

In 2021, the singer set a record in Nigeria after his fifth album ‘Twice As Tall (2020)’ won the ‘Best World Music Album’ category at the Grammys.

Burna Boy claimed he brought the Afrobeats genre to the mainstream in 2020.

“FACT! I always knew I was and I am THE BEST. Everyone you think is the best KNOWS I’m BEST since Fela Kuti,” he said.

Advertisement
Continue Reading

Entertainment

I’ll soon give chance for a relationship – Ayra Starr

Published

on

There might be good news in the corners of young men who have been hoping to date popular Nigerian singer, Ayra Starr, following her recent disclosure.

The singer, known otherwise as Sabi Girl, opened up about her relationship status, noting that she is still single at age 21.

She, however, expressed her hopes to find love soon, while admitting that she has broken a few hearts.

Speaking in a recent interview the singer said, “I am not in love yet but [I will be] soon. I have broken a few hearts. Not on purpose, though. In case I’ve broken anybody’s heart, it has not been on purpose.”

Advertisement

ALSO READ  Winners emerge in UBA essay competition
Continue Reading

Entertainment

Ayra Starr reveals her relationship status

Published

on

Grammy-nominated singer-songwriter, Sarah Aderibigbe, popularly known as Ayra Starr has opened up about her relationship status.

The 21-year-old singer revealed that she is currently single and hopes to find love soon.

Speaking in a recent interview with Angela Yee, the ‘Bloody Samaritan’ hitmaker also admitted that she has broken a few hearts.

Starr said: “I am not in love yet but [I will be] soon. I have broken a few hearts. Not on purpose, though. In case I’ve broken anybody’s heart, it has not been on purpose.”

Advertisement

Ayra Starr released ‘Rush’, a track off her debut album ‘19 & Dangerous’, in September 2022.

The song was nominated in the maiden ‘Best African Music Performance’ category at this year’s Grammy Awards.

The songstress, who had prepared her acceptance speech in case her hit single ‘Rush’ won the maiden ‘Best African Music Performance’ category, however, lost to Tyla, the South African singer.

Starr recently told the Grammys that her family is proud of her personality.

Ayra Starr became a viral sensation after releasing ‘Bloody Samaritan’, a track off her debut album ‘19 & Dangerous’.

Advertisement

ALSO READ  Empress Gifty faces hard criticism over 'slay queen' outfit for 'Ashaiman to Da World’
Continue Reading

Trending

Copyright © 2022 TheHeute.