November 2022 Influencer Roundup

November was a busy month in the world of social media and influencer marketing.

Below are Linqia’s favorite stories shaping our industry. 

Meta Announces New Creator Monetization Tools

TLDR: November kicked off with Creator week for Meta, where the company announced new monetization tools including fan subscriptions for all creators, IG Reels gifts, fan donations, and automatic stars onboarding for creators.

Why your brand needs to invest in TikTok in 5 charts

TLDR: While other platforms are seeing declines in time spent, TikTok is growing. US adults will spend 18.6% of their social media time on TikTok in 2024, and the platform will be used by 23.1% of US social commerce buyers this year.

TikTok Launches First In-App Shops

TLDR: TikTok Shops will live on profiles, in a separate tab, where users can browse products and make a purchase without leaving the app. ByteDance is looking to replicate its success in China, where Douyin now generates the majority of its revenue from direct sales in the app.

Social Media is Becoming Less ‘Social’ and More ‘Media’

TLDR: Increasingly, social platform algorithms are defining what we see, and it’s more about entertainment than staying up to date with friends. We’re at an inflection point where it’s less about the connections made with people, and more about content being created and consumed. 

How Brands Are Using TikTok, BeReal and Roblox This Holiday Season

TLDR: Brands are looking to test new platforms and content this holiday season, with American Eagle piloting BeReal, Kohl’s leaning deeper into TikTok, Brooks Running leveraging Pinterest to drive Sales and PacSun testing out the Metaverse. 

YouTube Shorts begins testing shopping features and affiliate marketing

TLDR: The new shopping features allow users to purchase products as they scroll through Shorts. YouTube is also experimenting with an affiliate program in the US that allows creators to earn commissions through purchases of recommended products in their Shorts and videos. 

80% of Gen Z Shoppers To Use Social This Holiday

TLDR: New research conducted in early October among 1,000 U.S. online shoppers shows that social media is now a mainstream shopping destination for Gen Z, with 93% using social media as part of their buying process, 60% of which is covered by two platforms Instagram and TikTok. 

Youtube and Pinterest Doubling Down on Live Stream Shopping for the Holidays

TLDR: 30+ of YouTube’s biggest creators partnered with the platform for 10 days of shoppable content. Not to be outdone, Pinterest launched ‘Shop the Holidays on Pinterest TV’ with 10 hours of daily programming that ran from November 15-18.

Why influencer marketing seems recession-proof

TLDR: Marketing budgets, though under scrutiny, are expected to rise in 2023. That’s especially true for influencer marketing due to Instagram’s entrenchment and TikTok’s ascent with users.

Brand Influencer Activity:

June brought Cannes, VidCon, a slew of Instagram and TikTok release including AI avatars,