Hi, this is Amanda Perelli and welcome back to Insider Influencers, our weekly rundown on the business of influencers, creators, and social-media platforms. Sign up for the newsletter here.
In this week’s edition:
The top talent managers and agents for TikTok stars in 2021
How much money a YouTuber makes from ads, sponsors, and affiliate marketing
How a Clubhouse-famous group of “NYU Girls” built a business through sponsorships and tips
A TikTok influencer mansion takes a page from the reality-TV playbook
And more including how podcasts are making money, new tools Instagram is working on for creators, and how much 18 YouTubers make per month.
Send tips to [email protected] or DM me on Twitter at @arperelli.
The top TikTok talent managers and agents helping creators turn social-media fame into diversified businesses
Leading talent managers and agents help their influencer clients land brand deals, score TV and movie roles, and launch products.
From the biggest stars on TikTok, like Charli D’Amelio, to collab groups like The Crib Around the Corner, top creators often have a team helping craft their brand.
In our second annual power list, we recognized some of the top managers and agents who are guiding the careers of TikTok stars in 2021.
So who are these leading professionals?
Barbara Jones is the CEO of Outshine Talent, which manages the D’Amelio family, Cristian Dennis, and Frankie Jonas.
Select Management Group manages TikTok duos like Chris & Ian (5.5 million followers) and Nick & Sienna (14 million followers).
Keith Dorsey founded Young Guns Entertainment, a firm that manages two Atlanta-based content houses, Collab Crib and Valid Crib.
“Our goal is for our creators to be creators and focus on what they do best, and we can handle the vetting, the legal, and the negotiating along with an agent,” Jones told Insider.
Key takeaway: Top managers and agents can help TikTok influencers expand beyond the platform and take their careers to a new level.
Check out the complete list of 19 power players in TikTok management here.
How a TikTok influencer house with 4 million followers is taking a page from reality TV’s playbook
Wave House, a UK-based influencer collab house, debuted on TikTok last fall. Then in December, it vanished.
Now the group, which has 4 million TikTok followers, is back for “season two.”
Sydney Bradley wrote that Wave House is taking cues from reality TV and wants to be the “Love Island” of TikTok:
Between December and March, Wave House cofounders scouted new talent to join their crew for season two.
Wave House is one of a few TikTok collab houses to choose a seasonal development model as it seeks to build a sustainable business.
Influencer-marketing agency Yoke Network completely funds the house, paying rent for the properties and getting the group brand deals.
“It’s like your favorite TV shows,” cofounder Eloise Fouladgar said of the seasonal model. “When the season ends, you’re like, ‘Well, I can’t wait for the season to come out.'”
Read more about how the TikTok influencer house makes money and its future plans, here.
A YouTuber with about 350,000 subscribers explains what he earns from ads, sponsors, and affiliate marketing
Charlie Chang is a YouTube creator who films videos about personal finance and real estate.
Chang started posting finance videos to YouTube in 2020 and his channel took off. It now has about 350,000 subscribers.
He’s able to earn money through the ads that play in his videos, affiliate marketing, sponsorships, and by selling a course.
He broke down how much his YouTube channel earned so far in 2021 from ads (Insider verified his earnings with documentation he provided):
But while YouTube’s Partner Program was Chang’s first big source of influencer income, brand sponsorships eclipsed those earnings in March.
Check out how much money Chang earned from sponsorships and other sources in 2021, here.
How a Clubhouse-famous group of ‘NYU Girls’ turned roasting tech guys into a growing influencer business
New social-media stars are emerging from the audio-only app Clubhouse, like the viral “NYU Girls Roasting Tech Guys” room.
The “club” now has over 12,000 followers, and Sydney Bradley spoke with members about how they make money:
They have worked with several brands, including Slice (a pizza delivery company), Recess (a CBD beverage brand), Starface (a skincare brand), and Lolli (a cryptocurrency company).
The NYU Girls use Spore, a new service that helps Clubhouse creators build a website and chat room for their community. In Spore, they make money from tips and a banner ad that can include an affiliate link to a brand.
The group is also part of Clubhouse’s direct tipping program, which is in beta.
Last week, the group was signed by Hollywood talent agency WME, as Insider first reported.
The eight NYU Girls work full-time jobs in marketing and tech, and the club has turned into a money-making side project.
Read more on how they are building an influencer business, here.
More creator industry coverage from Insider:
16 YouTube stars reveal the most money they’ve made from a single video (Amanda Perelli and Molly Innes)
An influencer talent firm is launching a new production facility to help its clients level up their content (Amanda Perelli)
The top creator economy moves of the week (Dan Whateley)
Miss Excel is a full-time Microsoft influencer who is making 6 figures teaching spreadsheet hacks (Kylie Robison)
Mark Zuckerberg outlined new tools Instagram is building to help creators make money (Sydney Bradley)
18 YouTube stars break down how much they get paid per month for their videos (Amanda Perelli and Sydney Bradley)
Podcasting experts share how to make money with podcasts and find the right advertisers (Molly Innes)
This week from Insider’s digital culture team:
Some TikTok creators are making videos using incest tropes, bringing in tens of thousands of views per video.
Instagram account Siblings or Dating, which has 1 million followers, shares photos and has followers guess: Are they siblings, or are they dating?
Julia Naftulin and Moises Mendez II reported on the popular accounts that keep followers guessing whether a duo is incestuous.
Read more on the use of taboo tropes on social media, here.
More on digital culture:
Two YouTubers are running for mayor in London.
YouTube star Tana Mongeau denied claims that she was kicked out of a gay bar this weekend.
YouTuber Bretman Rock said David Dobrik made him feel “irrelevant” when they met at a 2019 awards show.
Here’s what else we’re reading:
How TikTok chooses which songs go viral (Shelly Banjo, from Bloomberg)
Conspiracy theorists on social media are moving to Twitch (Giovanni Russonello, from The New York Times)
Anti-vaccine influencers are fueling fears and misinformation among their huge audiences (Renée DiResta, from The Atlantic)
Top influencers reach twice as many Gen Zers as top broadcasters do (Ilyse Liffreing, from AdAge)
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