The top women in gaming, esports, and streaming
Rachell "Valkyrae" Hofstetter. YouTube
The top influencer news of the week, the real media kit a TikTok fashion publication uses, and what a full-time ASMR Ti...
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The top women in gaming, esports, and streaming

The top influencer news of the week, the real media kit a TikTok fashion publication uses, and what a full-time ASMR Ti...

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:

Send tips to aperelli@insider.com or DM me on Twitter at @arperelli.


23 top women in gaming, esports, and streaming who have broken through in a male-dominated industry

The gaming category is one of the biggest in digital media and Insider Intelligence estimates that there will be over 26 million monthly esports viewers in the US this year.

But it's also very male. Only 16% of the executive teams at the top 14 global gaming companies were women, according to a report from esports organization Fnatic.

Still, women like 100 Thieves' Valkyrae, 3BLACKDOT's Sloane Wolf, and Fnatic's Soraya Sobh have built careers in an industry historically known for sexism.

Michael Espinosa and I are highlighting some of the most successful women in the space, from execs to creators.

  • Lindsay Caudill from Team Envy runs Dallas Fuel's Twitter and social media accounts, as well as the Envy social media accounts. She's also the driving force in Envy's philanthropic and inclusivity initiatives.

  • Nicole LaPointe Jameson, the CEO of Evil Geniuses, helped turn around the esports organization, while also launching its diversity and inclusion team.

  • Sue Lee, previously an exec at Twitch, spent over six years on the strategic partnerships team working with the largest streamers on the platform.

Here's the full list of 23 women in gaming that you should know.

The top women in gaming, esports, and streaming
The Jonas Brothers kicked off their reunion tour in Miami, Florida. MPI04 / MediaPunch/MediaPunch/IPx

Music marketers are using TikTok challenges to pay creators based on video performance rather than follower count

You no longer have to have millions (or even thousands) of followers to score a music deal on TikTok.

Marketers are looking outside the app's top stars and to user-generated videos when it comes to promoting songs, thanks to startups like Pearpop and Preffy, my colleague Dan Whateley wrote.

These platforms create music "challenges" that invite users with any size following to get paid on a sliding scale for participating in a song or artist campaign. The tactic helps drive up the number of videos on TikTok that feature a particular song.

Here are a few key takeaways:

  • Pearpop and Preffy users who participate in challenges are paid based on video views or likes, rather than follower count.

  • One recent Pearpop challenge promoting Tyga's song "Splash" helped boost the track from 8,500 user videos featuring the sound to over 100,000.

  • Creators who joined the campaign earned between $10 and $80 out of the total $10,000 budget.

Read more on music marketers' new strategy.

How much a TikToker with half a million followers earns from livestreaming

On TikTok, ASMR creators are rising in popularity and earning money by whispering and tapping at the screen.

My colleague Sydney Bradley spoke with Lucy Davis, a full-time ASMR (short for autonomous sensory meridian response) content creator on the app.

In just six months, Davis gained half a million followers on TikTok thanks to her popular livestreams, which she started as a way to drive traffic to her YouTube page. Now, she earns up to $300 every time she goes live through in-app tips, known as "gifts," that she receives from viewers.

When it comes to what works best, she has one rule: the weirder the content, the better.

More on her ASMR business and the other ways she earns money, here.

The top women in gaming, esports, and streaming
Kyra

An exclusive look at the media kit a TikTok fashion publication uses to pitch brand sponsors

Rag Report is a new fashion publication built on and around TikTok, with features like deep dives into historical trends and closet tours of top influencers.

The Gen-Z-focused digital magazine amassed over 1 million followers in less than a year, Sydney Bradley wrote. And it's got an impressive list of sponsors too, including Nike and Kate Spade.

The company shared an exclusive look at its media kit, which breaks down its weekly video strategy, a case study of a partnership with denim brand Diesel that reached 3 million viewers, and the various options for branded content, from account takeovers to custom videos.

Check out the media kit, here.


Here's what else you need to know this week:

What's trending

Power moves


The top women in gaming, esports, and streaming
Screen shot of #thatlittlepuff on TikTok

TikTok hashtag of the week:

Every week, we highlight a top trending hashtag on TikTok, according to data provided by Kyra IQ.

  • Percentage uptick: 4,786%

  • The latest viral creator is a cat who "recreates" popular recipes on TikTok under the username ThatLittlePuff. The impressive kitty has racked up nearly 14 million followers.


The top women in gaming, esports, and streaming
Bryant/UTA

What else we're reading and watching:

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And before you go, check out the top trending songs on TikTok this week to add to your playlist. The data was collected by UTA IQ, the research, analytics, and digital strategy division of United Talent Agency.

The top women in gaming, esports, and streaming
UTA IQ

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