Influence Weekly #2 - The impact of influencers on NYFW and TikTok's new "shop" feature

In this week's episode, we'll cover TikTok's launch of TikTok Shop, we'll get influencer marketing insights from Sammy Hauser the founder of "Viral Action", and discuss how social media creators are reshaping New York Fashion Week.

The Big Three by Influence Weekly: 3 Biggest Stories. 1 Essential Conversation.

Transcript

Welcome to Influence Weekly, the podcast that dives deep into influencer marketing and the creator economy. 
We explore news, trends, hear stories, and get behind-the-scenes with industry leaders. 
In this week's episode, we'll cover TikTok's launch of TikTok Shop, we'll get influencer marketing insights from Sammy Hauser the founder of "Viral Action", and discuss how social media creators are reshaping New York Fashion Week.

In our first story of the week, we are covering some big news for TikTok users in the US! 
Starting now, consumers can buy stuff directly in the app with the new TikTok Shop feature. It's already been up and running in the UK, and now it's finally making its way across the pond. This means that brands and creators can sell things to consumers directly through their videos. Definitely a game changer in the space.

So, how does it work? Well, when users search for something, they'll see a new Shop tab that shows them related items. If you scroll on Tiktok, you'll now see that some videos have a button labeled "Shop" just above the account name. Tap on that, and you can buy whatever the video is promoting directly from the app.

Now, you may be wondering if this new feature will become annoying with videos bombarding you with product placements. So far, we've only spotted videos showcasing small electronic puzzles and fancy salt shakers on our "For You" page. But who knows what the future holds?

TikTok has also launched an exciting affiliate program for creators. They can earn commissions on products they sell in their videos and livestreams, all without having to negotiate separate deals outside of TikTok. 
Plus, TikTok has its own fulfillment centers, just like Amazon. So products can be stored and shipped by TikTok itself. 

Pretty interesting that TikTok decided to get involved in the fulfillment side as well, don't you think?

Despite TikTok facing bans over spying fears from government entities and schools, it's still making big moves. Besides the new Shop feature, TikTok is also exploring book publishing, music streaming, and maybe even messaging. Looks like TikTok is determined to keep evolving and offering more to its users.

On our second story of the week, we have a special interview we did on NetInfluencer with Sammy Hauser from Viral Action. Sammy has been in the influencer scene since before the pandemic hit, and he transitioned to freelance work during those challenging times. Eventually, he founded Viral Action, an agency that focuses on transparency, action, and collaboration between creators and brands.

Viral Action's main goal is to drive viral success by taking actionable steps. They prioritize long-term, sustainable success for creators across different platforms. They offer strategy calls, content creation guidance, and trend analysis, all while allowing creators to showcase their unique personalities. 

Sammy believes that the creator economy has evolved with industry maturation. Brands are becoming more selective in their influencer partnerships, and new revenue streams are emerging, such as the Snapchat Creator Hub and TikTok's Creator Fund. To stand out, Sammy emphasizes the importance of authenticity and personality for creators. Engaging with the audience in a more personal manner is key.

For aspiring creators, Sammy advises overcoming the fear of judgment, embracing authenticity, and focusing on creating entertaining content. When collaborating with brands, the key is to maintain genuine interactions.

Looking ahead, Viral Action plans to contribute to the positive growth of the creator economy by offering valuable insights, fostering long-term collaborations, and emphasizing transparency.

Our final story of the week speaks about how New York Fashion Week is going through a major transformation. Traditionally, it was an exclusive platform reserved for industry elites, but now, there's been a shift. The front row seats, once occupied by fashion bigwigs, are increasingly being filled by creators from social media platforms like TikTok. 

This change reflects a broader trend in the fashion industry that started in the early 2000s with the rise of fashion bloggers and influencers.

Take Fendi's 25th Anniversary Baguette Show as an example. The front row was graced by not only Vogue Editor Anna Wintour and actress Sarah Jessica Parker but also 18-year-old TikTok creator Ellie Zeiler, who has 10.7 million followers. This signals a new kind of influence. Brands like Fendi are understanding the potential of engaging Gen Z creators to reach younger audiences. TikTok, with its Fashion Week 2023 video garnering a whopping 664 million views, proves that the demand for digital content surrounding fashion events is soaring.

Brands are not just looking for fashion-specializing creators; they also recognize the value in personalities who bring a fresh perspective. 
Take Estonian rapper Tommy Cash, known for his eccentric style, who made waves at the Rick Owens show and the Jean Paul Gaultier show. His unconventional attire generated buzz and conversation, and related searches for "Tommy Cash Fashion Week" reached 11.1 million views. 

During the last New York Fashion Week, brands like Carolina Herrera and Tory Burch diversified their guest lists, inviting creators from different social media platforms and disciplines.

The involvement of creators in Fashion Week has profound implications for trendsetting and consumer behavior. These creators define trends from the bottom-up, as they try out new styles that resonate with their audiences. This rapid pace of trend creation caters to the fast consumption culture promoted by platforms like TikTok and Instagram.

Brands realizing the value of this shift are forming strategic partnerships with creators. The recent example is Gucci, who had TikTok influencer Francis Bourgeois in the front row of its latest menswear show. Gucci tapped into Bourgeois' impact on internet culture, even though trainspotting culture isn't commonly associated with high fashion. This kind of collaboration allows brands to connect with new audiences and maintain relevance.

The relationship between brands and creators is not limited to one-off appearances but rather aimed at long-term benefits. Brands are involving creators in their narratives and incorporating them into their cultural relevance. By doing so, brands build a continuous conversation that extends beyond Fashion Week.

So, what can brands do to leverage this new paradigm? First, understand that creator involvement makes Fashion Week more relatable to a broader audience. Second, use this opportunity to showcase the brand's authenticity and cultural relevance, forging deeper relationships with creators and their diverse audiences. Lastly, consider forging long-term partnerships that create a synergy between the brand and the creators, making a personalized impact on both existing and potential consumers.

We believe the integration of creators into Fashion Week signifies a democratization of influence in the industry. This change presents both opportunities and challenges for brands. It allows them to tap into new and younger audiences, but they must also navigate sustaining these relationships for long-term benefits. 

The fashion industry is experiencing exciting and complex times, with rapid changes in trendsetting, influencers, and consumption patterns. Creators have become essential to the full marketing funnel, catapulting the industry into becoming more immediate, inclusive, and in tune with the digital age.

Stay tuned for more valuable content and exciting industry updates. 

Thank you for tuning in to Influence Weekly, where we explore the ever-evolving landscape of influencer marketing and the creator economy - don't forget to hit that subscribe button for more valuable content in our upcoming episodes!

See you next week!