<ul class="summary-list"><li>YouTube beauty drama became a cottage industry in the late aughts as creators traded jabs.</li><li>As drama has waned, tea channels have seen significant dips in their views and revenue.</li></ul><p>In 2018, when YouTube's beauty community self-imploded in what became known as "Dramageddon" — a long-simmering friendship dissolution <a href="https://i.kym-cdn.com/photos/images/facebook/001/404/171/b25.jpg" target="_blank" rel="noopener">sparked by a photo</a> of rival beauty vloggers flipping Jeffree Star the bird — the YouTube commentary creator <a href="https://www.youtube.com/@PeterMonn" target="_blank" rel="noopener">Peter Monn</a> was in Las Vegas celebrating his wedding anniversary.</p><p>But he promptly got to work.</p><p>Beloved for his motormouthed commentary <a href="https://www.youtube.com/watch?v=wO8NYOmn4hA" target="_blank" rel="noopener">and fan snaps</a>, Monn recalls an insatiable appetite for videos at the time. He chronicled how the feud resulted in resurfaced racist tweets, with the vlogger Laura Lee apologizing in a <a href="https://www.youtube.com/watch?v=9uNpjj9tuoE" target="_blank" rel="noopener">weepy video</a> that appeared short on actual tears — all while <a href="https://www.youtube.com/watch?v=9uNpjj9tuoE" target="_blank" rel="noopener">Star cackled</a> about the karmic downfall of his enemies.</p><p>"Every video I posted was getting 100,000-plus views," Monn said, "which was crazy because it was literally the same story over and over and over again."</p><div type="image" title="Longtime drama creator Peter Monn." height="1118" width="1490" msid="98344329" hostid="261"></div><p>The next year, when Tati Westbrook's infamous "Bye Sister" video <a href="https://www.nytimes.com/2019/05/14/style/james-charles-makeup-artist-youtube.html" target="_blank" rel="noopener">garnered national headlines</a>, a seasoned community of tea channels — accounts dedicated to recapping drama and other salacious happenings on YouTube — was ready to pounce. Dramageddon 2, which began as a skirmish over beauty vitamins that culminated in <a href="https://www.insider.com/james-charles-allegations-snapchats-teens-accusations-controversy-apology-cancelled-drama-2021-4">allegations of inappropriate sexual advances</a> by the beauty vlogger James Charles, marked the zenith of YouTube tea as we know it. (Charles later <a href="https://www.insider.com/james-charles-youtube-scandal-what-did-fired-sexting-allegations-video-2021-4">addressed the allegations</a>, acknowledging that he was "reckless.")</p><p>But it was also the beginning of the end.</p><p>If YouTube drama was a cottage industry in the late 2010s, with influencers trading career-wounding jabs and a fleet of watchful commentators chronicling their every subtweet, it's become a shadow of its former self.</p><p>While drama still makes the rounds — like <a href="https://www.businessinsider.com/mikayla-nogueira-tiktok-mascara-controversy-james-charles-jeffree-star-2023-1">Mikayla Nogueira's #MascaraGate</a> from January, which disputed whether she used false lashes to advertise mascara — there isn't enough of it to sustain the kind of traffic and revenue that tea channels were used to five years ago.</p><p>This may be because viewers have aged out of a reputation-stained cast of characters. Or it may be because a new generation of YouTubers has wised up to the existential and financial hazards of putting one another on blast.</p><h2>The heyday of YouTube drama was like 'a thriller movie' where 'you never knew what was just around the corner'</h2><p>Richard Reyna, better known to his 500,000 subscribers as <a href="https://www.youtube.com/@RichLux713" target="_blank" rel="noopener">Rich Lux</a>, is a cult fixture in the gossip-channel realm — a self-described "clown in a crown" with white triangles painted beneath his eyes.</p><p>His campy theatrics are emblematic of a bygone YouTube era (the 2010s) when the platform felt untapped and an elite circle (the Stars, Charleses, and Westbrooks) ruled beauty culture.</p><p>Reyna told Insider that he made $57,000 in AdSense revenue during May 2019, the month of Dramageddon 2. And a survey of his channel shows he accumulated 6 million views that month.</p><div type="image" title="A screenshot from a Rich Lux video of the creator sitting on an ornate chair, pointing his finger." height="951" width="1269" msid="98344332" hostid="261"></div><p>But screenshots of YouTube analytics Reyna provided show that Reyna's channel tracked 1.6 million monthly views and revenue of $13,000 over a 28-day period from mid-January to mid-February.</p><p>While those figures are "still cute," he said, these days he's been feeling a bit blasé. "The beauty community is not dead, but it's just not as interesting as it used to be," he said. "I'm still inspired, but I feel like, 'Oh my God, I'm so bored — there's no drama.'</p><p>"Views have gone down dramatically when it comes to the YouTube beauty drama space," Reyna added. "And I've seen the reflection in my bank account, but it's still a livable earning."</p><p>The commentary creator <a href="https://www.youtube.com/@dustindailey" target="_blank" rel="noopener">Dustin Dailey</a> said that during Dramageddon 2 he was topping out at 500,000 views an hour. That month, he said, he pocketed $18,000 in AdSense revenue.</p><p>"My channel has never done that before," Dailey told Insider. His videos posted in May 2019 clocked a total of 7 million views, while videos he posted in January together got fewer than 500,000.</p><p>Dailey said that while "the beauty community as far as a hub for drama is dead," he looks back on the era fondly.</p><p>"You never knew what was going to happen next," he said. "It was like a thriller movie that I got to live in, because you never knew what was just around the corner."</p><h2>Drama grabs eyeballs but doesn't sustain careers</h2><p>With YouTube turning 18 this month — officially old enough to vote — the death of beauty drama marks "the passing of another era," said Lia Haberman, an influencer-marketing professor at UCLA.</p><p>Haberman believes that today's biggest YouTubers as well as up-and-comers have become savvier to the inner workings of digital stardom. Even if drama brought them more fame and headlines than any of their YouTube videos had, it was also damaging to their careers in the long term.</p><p>"All of a sudden, people realized that there's a lot more money to be made in being an entrepreneur and being a stable businessperson versus someone who's constantly going to battle with other YouTubers," she said.</p><p>While recently there have been flashes of beauty drama, including #MascaraGate, which <a href="https://www.businessinsider.com/mikayla-nogueira-tiktok-mascara-controversy-james-charles-jeffree-star-2023-1">reawakened makeup vets</a> and commentary channels, that conversation was born on TikTok.</p><p>Haberman said TikTok's Duets feature is perfectly primed for callout culture. But it has also resulted in a more fragmented commentary paradigm than the insular circle of commentary channels that once thrived on YouTube.</p><p>Haberman said that two of the biggest YouTubers today, <a href="https://www.prnewswire.com/news-releases/chamberlain-coffee-raises-7m-in-series-a-funding-round-to-support-brand-growth-301605920.html" target="_blank" rel="noopener">Emma Chamberlain</a> and <a href="https://www.axios.com/2022/10/25/mrbeast-youtube-fundraising-merch-restaurants" target="_blank" rel="noopener">MrBeast</a>, are model examples of success because of their zealous aversion to controversy. The two, who are widely beloved and own <a href="https://www.insider.com/tiktok-viral-video-spoon-sizes-massive-debate-people-arguing-2023-2">multimillion-dollar</a> <a href="https://fortune.com/2022/10/27/youtube-creator-mrbeast-seeking-billion-valuation-massive-milestone-influencer-business/" target="_blank" rel="noopener">businesses</a>, vlog in a kind of hermetic snow globe, intentionally obscuring their personal lives from their businesses.</p><h2>Gossip channels are mining content elsewhere, and some have called it quits entirely</h2><p>Beauty drama in its heyday used to fall from the sky in a seemingly endless supply. But these days, creators like Reyna say they're having to "change focus" and branch out to different genres to survive.</p><p>Reyna has found some success covering the Kardashians and the increasingly polarizing Nogueira. Dailey said he's "going towards nostalgia," including lookbacks on the erstwhile talk-show host <a href="https://www.youtube.com/watch?v=ptRO6RscG3E" target="_blank" rel="noopener">Jenny Jones</a> and examinations of how he believes the media exploited the Irish singer <a href="https://www.youtube.com/watch?v=An2wVz5VCJE" target="_blank" rel="noopener">Sinéad O'Connor</a>.</p><p>"There's really nothing that goes on in the space anymore that's worth talking about unless it's Jeffree crawling out of the gutter or something," Dailey said.</p><div type="image" title="A screenshot from a Dustin Dailey video, where he's seated in a closet wearing a black T-shirt." height="954" width="1272" msid="98344335" hostid="261"></div><p><a href="https://www.youtube.com/@KarinaKaboom" target="_blank" rel="noopener">Karina Kaboom</a>, another former tea creator, has pivoted toward YouTube Shorts about Pokémon Go. And Monn, who said beauty drama isn't dead but rather in a perpetual state of "ebb and flow," is brainstorming videos about Britney Spears, Roseanne Barr, and the late actress Tawny Kitaen.</p><p>As tea creators like <a href="https://www.youtube.com/@sanderskennedy" target="_blank" rel="noopener">Sanders Kennedy</a> and <a href="https://www.youtube.com/@sebastianwilliams9754" target="_blank" rel="noopener">Sebastian Williams</a> have gone dormant, a new crop of commentary content has risen in their place. Today, drama is no longer covered like armchair gossip but driven by investigative power and journalistic know-how. Some of the fastest-growing YouTube channels over the past year include the legal commentator <a href="https://www.businessinsider.com/how-youtube-lawyer-emily-d-baker-earns-270k-a-year-2022-4">Emily D. Baker</a> and the deep-dive crypto expert <a href="https://markets.businessinsider.com/news/currencies/coffeezilla-sam-bankman-fried-ftx-bankruptcy-crypto-scam-detective-2023-1">Coffeezilla</a>.</p><p>Though the drama space has radically changed since its inception, Reyna doesn't want your sympathy. Just as controversial beauty YouTubers are crafty and resilient, so too are their documentarians.</p><p>"Do not feel bad for me that the beauty community is dead — I think I'm doing OK," he told Insider, panning around his apartment on FaceTime as his assistant could be seen passed out on the couch.</p><p>"And everything that you see here has been done off the backs of Jaclyn Hill, Jeffree Star, Shane Dawson," he said. "I invested my money wisely — I don't know about the other girls."</p>

Beauty drama used to rule YouTube culture. But as views and revenue have dried up, tea channels are looking for new sources to sip.

<ul class="summary-list"><li>Insider surveyed 1,040 people to figure out which influencers are the most well-known.</li><li>Controversial YouTubers are most well known but not as liked.</li><li>TikTok stars like Charli D'Amelio have reached the mainstream.</li></ul><p>A decade or two ago, if you asked  a random person to name an influencer they'd struggle with the question. Now YouTubers and streamers are a part of everyday life and are nearly impossible to avoid. From your feeds on Facebook to the endless scrolling you do on TikTok to distract yourself from the monotony of work, there's someone online to fill your parasocial relationship needs.</p><p>Insider surveyed 1,040 people through SurveyMonkey Audience to find out which of over 60 influencers are the most well-known, liked, and disliked online. Here's a list of the most well-known, starting from the bottom.</p><h2><strong>10.</strong> Addison Rae<div type="image" title="addison rae movie covid testing site" height="683" width="910" msid="81004804" hostid="261"></div></h2><p>Starting off our list is the famous TikTok dancer, <a href="https://www.tiktok.com/@addisonre?lang=en">Addison Rae</a>. With 76 million followers on the app, the 20-year-old has been a powerhouse since joining the Hype House collective in 2019. With a devoted fan base that wants to watch her move to the beat, she's only just starting her rise as an influencer.</p><p>According to the data, 16% of those surveyed knew who Addison was and of those 29% like Addison and 35% dislike the social media starlet. She may be new to the game but she's already made quite an impact.</p><h2><strong>9. Charli D'Amelio</strong><div type="image" title="Charli D'Amelio" height="1100" width="1467" msid="81004807" hostid="261"></div></h2><p>The Renegade starlet that's become a household name since breaking out on TikTok was bound to end up with a spot on this list. <a href="https://www.tiktok.com/@charlidamelio?lang=en">The 16-year-old D'Amelio sister</a> with 107 million followers has become one of the app's most popular dancers since starting to create content in 2019. From deals with Dunkin Donuts to a highly successful podcast, Charli is the poster child for the TikTok generation.</p><p>18.1% of those surveyed knew about Charli D'Amelio and 31% found her favorable. Interestingly, 34.9% found her unfavorable, potentially finding her <a href="https://www.insider.com/charli-damelio-losing-followers-after-complaining-private-chef-dixie-2020-11">distaste for snails</a> to be problematic or her syrupy Dunkin too sticky. </p><h2>8. MrBeast<div type="image" title="mr beast new videos ice cream" height="720" width="960" msid="81004813" hostid="261"></div></h2><p>From buying out every single item in a grocery store to helping every puppy in an animal shelter to be adopted, Jimmy Donaldson known as YouTuber <a href="https://www.youtube.com/channel/UCX6OQ3DkcsbYNE6H8uQQuVA">MrBeast,</a> is a cultural icon. Since breaking out on <keyword id="10879" type="CITY" weightage="60" keywordseo="YouTube">YouTube</keyword> in 2018, the 22-year-old with 52.9 million subscribers has not stopped blowing the minds of fans. He's started his own burger chain, held competitions with million-dollar prizes, and crashed the Clubhouse forum app just by speaking.</p><p>Only 18.9% of people surveyed knew about Donaldson, but out of those 70% found him favorable and only 12% unfavorable. Out of our whole list he has the highest favorable rating because who can hate a philanthropist who also knows how to spot a good YouTube thumbnail?</p><h2>7. <keyword id="7353406" type="UNKNOWN" weightage="60" keywordseo="Shane-Dawson">Shane Dawson</keyword><div type="image" title="Shane Dawson" height="764" width="1019" msid="81004816" hostid="261"></div></h2><p>From one of YouTube's most popular rising stars to a full cancellation, <a href="https://www.youtube.com/user/shane/videos">Shane Dawson</a> has had one of the most interesting paths of any influencer. Starting his channel in 2005, he amassed 20.8 million YouTube subscribers as one of the original content creators to break through to the mainstream. Since his rise, multiple older videos of him in black face and performing risque humor have surfaced, causing his once stellar popularity to vanish.</p><p>Dawson was known by 19.6% of people, which isn't shocking considering he was the original breakout influencer. Under 20% find him favorable with over 44%find him unfavorable, which is clear evidence of backlash from his cancellation.  </p><h2>6. James Charles <div type="image" title="James Charles posing" height="3457" width="4610" msid="81004819" hostid="261"></div></h2><p>The make-up guru turned infamous TikToker, <a href="https://www.youtube.com/c/JamesCharles/about">James Charles</a> is one of the most popular YouTubers around. Since starting his channel in 2015, he's pulled in 25.5 million fans he labels "sisters" who watch him put on makeup and dance with the D'Amelio sisters. Charles is also no stranger to feuds, spending 2020 fighting with both <a href="https://www.insider.com/james-charles-trisha-paytas-charli-damelio-grooming-predatory-2020-11">Trisha Paytas</a> and <a href="https://www.insider.com/james-charles-accused-stealing-merch-designs-by-ethan-klein-2020-9">Ethan Klein of h3h3. </a></p><p>Only a fifth of those surveyed knew who Charles was, with 27% of those finding him favorable and 39.2% finding him unfavorable. Considering how polarizing his content and persona can be, those numbers make sense.</p><h2>5. Jeffree Star<div type="image" title="Jeffree Star" height="767" width="1022" msid="81004823" hostid="261"></div></h2><p>The most controversial beauty guru around is very well known. Jeffree Star has been a Warped Tour singer, an extreme provocateur, and a makeup guru all within a decade. <a href="https://www.insider.com/jeffree-star-sexual-assault-allegations-violence-accused-predator-myspace-payments-2020-9">In October</a>, Insider published an investigation about sexual assault allegations made against Star.</p><p>22 percent knew who Star was but 55%found him to be unfavorable, with under 20% favoring him. As complicated as Star is, it's clear that people know who he is.</p><h2>4. Jojo Siwa<div type="image" title="JoJo Siwa" height="1080" width="1440" msid="81004826" hostid="261"></div></h2><p>The most-favorable dancer was <a href="https://www.instagram.com/itsjojosiwa/?hl=en">Jojo Siwa</a>. Starting off on the television show Dance Moms, Siwa rose through the ranks of an influencer on YouTube, signing with Nickelodeon and having her own show in 2017. In 2021, Siwa came out about her sexuality and started posting <a href="https://www.businessinsider.in/thelife/news/jojo-siwa-posted-photos-with-her-girlfriend-to-mark-their-1-month-anniversary/articleshow/80757339.cms">pictures on social media of her girlfriend.</a></p><p>Out of those surveyed, 26% knew who Siwa was, with about a third each finding her favorable and unfavorable. Being a child star is never easy but she's clearly coming out of her shell. </p><h2> 3. Jake Paul</h2><div type="image" title="Jake Paul" height="1500" width="2000" msid="81004828" hostid="261"></div>Controversy breeds notoriety and nobody on this list embodies that idea more than <a href="https://www.youtube.com/channel/UCcgVECVN4OKV6DH1jLkqmcA">Jake Paul</a>. The everyday bro with a Disney channel flow has been in the news multiple times since he started posting Vines in 2013. He's started his own failed group called Team 10, started multiple controversial learning programs, and has even been <a href="https://www.insider.com/jake-paul-controversies-timeline-looting-scandals-racist-slurs-drama-2020-6">raided by the FBI.</a> Most recently, he's pursued a career in boxing alongside his brother Logan.<p>29.5% knew about the younger Paul brother and 71.4% of those found him unfavorable. Considering Jake uses <a href="https://www.insider.com/jake-paul-logan-data-graphs-will-never-be-canceled-2020-12">infamy as fuel for his business practices</a>, it's no surprise that he's well known but disliked.  </p><h2>2. <keyword id="2938280" type="PERSON" weightage="60" keywordseo="pewdiepie">PewDiePie</keyword></h2><div type="image" title="pewdiepie youtube gaming deal" height="1044" width="2078" msid="81004830" hostid="261"></div>Felix Kjellberg, known online as <a href="https://www.youtube.com/user/PewDiePie">PewDiePie</a>, has 109 million subscribers and a truly devoted fan base. From his simple origins of playing video games and recording his reactions, he's grown to previously unimaginable heights, even getting into a subscriber race with Indian music video channel T-Series in 2019.<p>In his circles, Kjellberg is incredibly well known, but only 30.2% of those surveyed knew who he was. 40% found him unfavorable and 37% found him favorable, meaning a majority did at least have some opinion on him. </p><h2>1. <keyword id="2199400" type="PERSON" weightage="60" keywordseo="Logan-Paul">Logan Paul</keyword></h2><div type="image" title="Logan Paul" height="1500" width="2000" msid="81004833" hostid="261"></div>The most well-known influencer on the list might be the most controversial. <a href="https://www.youtube.com/channel/UCG8rbF3g2AMX70yOd8vqIZg">Logan Paul,</a> who started making Vines like his brother, has exploded into the mainstream with 22 million YouTube subscribers. From nearly boxing Floyd Mayweather to causing a boom of Pokemon card collecting, there's no corner of popular media he hasn't at least been seen in. In 2018, Paul dealt with the backlash of posting a vlog with a dead body in it at the Suicide Forest and briefly disappeared from the public eye. Over the next two years, he would develop his brand with the <a href="https://podcasts.apple.com/us/podcast/impaulsive-with-logan-paul/id1442164847">"ImPaulsive" podcast </a>interviewing the likes of <a href="https://www.youtube.com/watch?v=HmStbc0tNcA">Alex Jones</a>, <a href="https://www.youtube.com/watch?v=agDb_ps9UvA">Tekashi 6IX9INE</a>, and <a href="https://www.youtube.com/watch?v=tdQ9N8uDJwA">Mike Tyson.</a><p>Slightly beating out PewDiePie, Paul was known by 30.6% of people but disliked by a majority of them. 60.8% found him unfavorable, with the stigma of his suicide forest video still lingering on his public persona. The 13.5% that found him favorable must have been Mavericks or fans of the podcast.  </p><p><em>SurveyMonkey Audience polls from a national sample balanced by census data of age and gender. Respondents are incentivized to complete surveys through charitable contributions. Generally speaking, digital polling tends to skew toward people with access to the internet. SurveyMonkey Audience doesn't try to weight its sample based on race or income. Polling data collected 1,040 respondents December 24, 2020 with a 3 percentage point margin of error.</em></p>

POWER RANKING: the 10 most famous influencers on the internet

<p><em>Hi, this is Amanda Perelli and welcome back to Insider <keyword id="1112328" type="PERSON" weightage="60" keywordseo="Influencers">Influencers</keyword>, our weekly rundown on the business of influencers, creators, and social-media platforms. <a href="http://newsletter.businessinsider.com/join/influencerdashboard">Sign up for the newsletter here.</a></em></p><p><strong>In this week's edition:</strong></p><ul><li><p>13 brands have <a href="https://www.businessinsider.com/brands-no-longer-working-with-youtube-star-david-dobrik-list-2021-3">stopped working with YouTube star David Dobrik</a></p></li><li><p>Influencers start to <a href="https://www.businessinsider.com/influencers-are-making-money-from-clubhouse-brand-sponsorships-rates-2021-3">make money from Clubhouse's boom </a></p></li><li><p>How ESPN quadrupled its <a href="https://www.businessinsider.com/espn-vp-social-media-explains-the-companys-tiktok-strategy-2021-3">TikTok follower count in the past year</a></p></li><li><p><keyword id="10879" type="CITY" weightage="60" keywordseo="YouTube">YouTube</keyword> Shorts launches in the US - <a href="https://www.businessinsider.com/youtube-shorts-us-launch-how-it-works-monetization-features-2021-3">here's how it works</a></p></li><li><p>And more including the <a href="https://www.businessinsider.com/top-21-digital-news-media-accounts-tiktok-ranked-2021-3">top digital news media accounts on TikTok</a> and <a href="https://www.businessinsider.com/fbe-fine-bros-reactors-allege-sexism-allegations-2021-3">female former employees say they faced sexism at Fine Brothers Entertainment.</a></p></li></ul><h2><a href="https://www.businessinsider.com/brands-no-longer-working-with-youtube-star-david-dobrik-list-2021-3">YouTube star David Dobrik has been dropped by brands like Chipotle, EA Sports, and Dollar Shave Club</a></h2><p>Some brands that have worked with the YouTube star David Dobrik are cutting ties in the wake of an Insider investigation into a former member of his Vlog Squad creator group.</p><p>Brands like EA, Dollar Shave Club, and HelloFresh confirmed they were no longer working with Dobrik.</p><p>Kat Tenbarge, Lindsay Dodgson, Sydney Bradley, and I reported that these confirmations follow <a href="https://www.businessinsider.com/vlog-squad-durte-dom-rape-allegation-david-dobrik-zeglaitis-video-2021-3">Insider's investigation into a rape allegation against a former member of Dobrik's YouTube Vlog Squad</a>.</p><p>13 brands confirmed to Insider they were no longer working with Dobrik.</p><p>Here were a few examples:</p><ul><li><p>HelloFresh: "We can confirm that we are no longer working with David Dobrik or any member of the Vlog Squad and do not have any plans to work with them again in the future. "</p></li><li><p>Chipotle: "We take the allegations related to David Dobrik and the Vlog Squad very seriously, and we do not have any future initiatives planned together."</p></li><li><p>Honey: Honey said it was "no longer working with him."</p></li></ul><p>Brand partnerships have become many top creators' main source of income, and losing deals could have a strong effect on Dobrik's overall influencer business, which encompasses platforms like YouTube, <keyword id="819905" type="COMPANY" weightage="60" keywordseo="Instagram">Instagram</keyword> (14 million followers), and <keyword id="6762469" type="UNKNOWN" weightage="60" keywordseo="TikTok">TikTok</keyword> (26 million fans).</p><p><a href="https://www.businessinsider.com/brands-no-longer-working-with-youtube-star-david-dobrik-list-2021-3">Check out the full list of brands, here.</a></p><p><em>Have a tip on David Dobrik or his Vlog Squad? Email Kat Tenbarge at ktenbarge@insider.com.</em></p><h2><a href="https://www.businessinsider.com/influencers-are-making-money-from-clubhouse-brand-sponsorships-rates-2021-3">Influencers are starting to make money from Clubhouse's boom through sponsored rooms, event planning, and tips</a></h2><div type="image" title="Lissette Calveiro" height="320" width="427" msid="81690563" hostid="261"></div><p>Clubhouse is stirring up interest in the influencer-marketing industry and now has over 2 million users.</p><p>Influencers are swiftly finding ways to make money using the audio-only app. So far, influencers said they have primarily made money on Clubhouse through sponsored rooms, event planning, and tips through third-party services like <a href="https://www.businessinsider.com/how-does-cash-app-work">Cash App</a>.</p><p>Sydney Bradley spoke with creators about early sponsorships and how much money they were charging: </p><ul><li><p>Instagram "micro" influencer Lissette Calveiro said her starting rate for a sponsored Clubhouse room was $1,000. </p></li><li><p>Calveiro has about 56,000 Instagram followers and about 4,000 Clubhouse followers.</p></li><li><p>That rate typically includes a 60-minute Clubhouse room on a relevant topic, up to five panelists, and at least four mentions of the brand (as well as in the title).</p></li></ul><p><a href="https://www.businessinsider.com/influencers-are-making-money-from-clubhouse-brand-sponsorships-rates-2021-3">Read more about influencers making money on Clubhouse, here.</a></p><h2><a href="https://www.businessinsider.com/youtube-shorts-us-launch-how-it-works-monetization-features-2021-3">The product lead for YouTube's new TikTok rival, Shorts, breaks down how it works and its long-term roadmap</a></h2><img src="https://i.insider.com/605235d3fe6a340019acf255?format=jpeg" alt="YouTube Shorts" height="1200" width="1600" /><p>YouTube has begun to release its TikTok competitor, Shorts, to users in the US.</p><p>The app is rolling out a set of features that let users create and share short-form videos.</p><p>I spoke with the product lead for YouTube's Shorts on how it works: </p><ul><li><p>The US rollout includes new creation tools that are designed to let users film and share vertical videos that are under 15 seconds long. </p></li><li><p>Users can find Shorts on the homepage within a carousel ("shelf") of short videos, under long-form videos, and in the subscriptions tab if they subscribe to a particular creator. </p></li><li><p>YouTube plans to continue to improve the feature so that it can be a place where creators can make money, reach new audiences, and build sustainable businesses.</p></li></ul><p>"I think it's important for us to build this with creators and with viewers and even more music-industry partners," the product lead said. "We're just getting started."</p><p><a href="https://www.businessinsider.com/youtube-shorts-us-launch-how-it-works-monetization-features-2021-3">Read more about YouTube Shorts, here.</a></p><h1><a href="https://www.businessinsider.com/espn-vp-social-media-explains-the-companys-tiktok-strategy-2021-3">How ESPN quadrupled its TikTok follower count in the past year by diving into metrics and monitoring trends</a></h1><div type="image" title="Kaitee Daley of ESPN" height="1196" width="1595" msid="81690566" hostid="261"></div><p>ESPN was No. 2 among brands that added the most TikTok followers in the past year (behind only Netflix).</p><p>Dan Whateley spoke with ESPN's VP of social <keyword id="6354777" type="COMPANY" weightage="100" keywordseo="Media">media</keyword> Kaitee Daley and on-air talent Omar Raja who broke down its TikTok strategy.</p><p>The social team monitors trends, studies metrics, and compares video performance to other platforms:</p><ul><li><p>ESPN now has around 14 million followers on its main account and over 1 million fans on its Spanish-language account, ESPN Deportes.</p></li><li><p>The company pays close attention to what everyday users are doing on the app, and knows that participating in day-to-day trends is a key to building an audience.</p></li><li><p>Most of its videos feature game highlights (such as dunks), behind-the-scenes posts from on-air talent such as Omar Raja, or funny - or athletically impressive- user-generated videos. </p></li></ul><p><a href="https://www.businessinsider.com/espn-vp-social-media-explains-the-companys-tiktok-strategy-2021-3">Read more about ESPN's TikTok strategy here.</a></p><h2>More creator industry coverage from Insider:<a href="https://www.businessinsider.com/snapchat-creators-who-have-made-over-1-million-from-spotlight-2021-1"></a></h2><ul><li><p><a href="https://www.businessinsider.com/top-21-digital-news-media-accounts-tiktok-ranked-2021-3">The 21 news-media brands that gained the most TikTok followers in the last year, including Bustle, Complex, and NowThis</a> (Molly Innes)</p></li><li><p><a href="https://www.businessinsider.com/dollar-shave-club-seeking-buyer-mel-magazine-2021-3">Dollar Shave Club has laid off all its staff at men's lifestyle site, MEL, and is looking for a rescue buyer</a> (Steven Perlberg)</p></li></ul><h2><strong>More coverage on YouTube creator David Dobrik and his Vlog Squad from Insider:</strong></h2><ul><li><p><a href="https://www.insider.com/david-dobrik-vlogs-history-durte-dom-character-accused-rape-2021-3">A history of 'Durte Dom' in David Dobrik vlogs shows a pattern of inappropriate behavior disguised as comedy</a></p></li><li><p><a href="https://www.insider.com/david-dobrik-steps-down-dispo-board-vlog-squad-rape-allegation-2021-3">Dobrik steps down from his photo app Dispo amid a growing backlash</a></p></li><li><p><a href="https://www.insider.com/david-dobrik-loses-66-million-youtube-views-2021-3">Dobrik's channel shed over 66 million YouTube views in 1 day as he faces growing criticism of his old content</a></p></li><li><p><a href="https://www.insider.com/david-dobrik-angel-city-football-club-2021-3">Dobrik is reportedly 'no longer an owner' of a women's soccer team backed by celebs like Serena Williams and Natalie Portman</a></p></li><li><p><a href="https://www.businessinsider.com/david-dobriks-dispo-loses-another-investor-the-ceo-of-lime-2021-3">Dobrik's startup has lost several investors and the CEO of Lime is pulling out of all future investments</a></p></li></ul><h2>This week from Insider's digital culture team:</h2><h2><div type="image" title="fine brothers fbe sexism 4x3" height="1800" width="2400" msid="81690567" hostid="261"></div></h2><h2><a href="https://www.businessinsider.com/fbe-fine-bros-reactors-allege-sexism-allegations-2021-3">Female former employees say they faced sexism at Fine Brothers Entertainment, the YouTube giant behind the viral 'Kids React' videos</a></h2><p>Insider reporter Lindsay Dodgson spoke with 13 former employees of the YouTube giant Fine Brothers Entertainment, and contractors, who said they experienced or witnessed sexism.</p><p>They alleged incidents at pitch meetings and sexist comments from some in management in 2018 or earlier.</p><p>On YouTube, FBE has attracted 30 million subscribers, and in June 2020 it raked in 300 million views a month.</p><p>An FBE spokesperson said the current leadership team "had no direct knowledge" of many of the allegations.</p><p><a href="https://www.businessinsider.com/fbe-fine-bros-reactors-allege-sexism-allegations-2021-3">Read the full story here.</a></p><p><strong>More on digital culture: </strong></p><ul><li><p>Relationships between influencers and their fans <a href="https://www.insider.com/james-charles-relationship-fan-between-influencers-stark-power-dynamic-2021-3">are inherently problematic, experts say</a></p></li><li><p>A free-living commune in Tennessee used TikTok to attract new members, <a href="https://www.insider.com/commune-tennessee-tiktok-the-garden-2021-3">but the strategy may have backfired</a></p></li></ul><ul><li>Streamer Gross Gore banned from Twitch <a href="https://www.insider.com/streamer-gross-gore-banned-from-twitch-after-misconduct-allegations-2021-3">after years of sexual misconduct allegations</a><a href="https://www.insider.com/jaystation-youtube-channels-banned-threatens-lawsuit-girlfriend-2021-3"></a></li></ul><img src="https://i.insider.com/605b4843106eb50019d054c8?format=jpeg" alt="Ryan Kaji youtube" height="2250" width="3000" /><h2>Here's what else we're reading: </h2><ul><li><p><a href="https://www.nbcnews.com/business/business-news/implosion-david-dobrik-s-dispo-shows-dangers-influencer-branding-n1261871">The implosion of David Dobrik's company shows the dangers of influencer branding</a> (Ben Popken, from NBC News)</p></li><li><p><a href="https://www.wsj.com/articles/the-new-stock-influencers-have-hugeand-devotedfollowings-11616319001">There's a growing group of investors who are sharing trading information on social media</a> (Akane Otani, from The Wall Street Journal)</p></li><li><p><a href="https://www.bloomberg.com/news/articles/2021-03-22/how-youtube-channel-ryan-s-world-makes-most-of-its-revenue-merchandise-not-ads">YouTube channel Ryan's World makes most of its revenue from merchandise, not ads</a> (Lucas Shaw <br /> and Mark Bergen, from Bloomberg)</p></li><li><p><a href="https://www.theinformation.com/articles/mrbeast-explains-his-plans-to-help-youtube-creators-raise-equity-finance?utm_source=ti_app">MrBeast launched a new company focused on providing equity-based financing for YouTube creators</a> (Sam Lessin, from The Information)</p></li></ul><h2><a href="http://newsletter.businessinsider.com/join/influencerdashboard"><strong>Subscribe to the newsletter here</strong></a><strong>.</strong> </h2>

YouTube star David Dobrik has been dropped by 13 brands including HelloFresh, EA Sports, and Honey

<p><em>Hi, this is Amanda Perelli and welcome back to Insider <keyword id="1112328" type="PERSON" weightage="60" keywordseo="Influencers">Influencers</keyword>, our weekly rundown on the influencer and creator economy. <a href="http://newsletter.businessinsider.com/join/influencerdashboard">Sign up for the newsletter here.</a></em></p><p>Before we get started, I want to first introduce a new reporter on the business of influencers team, Mark Stenberg!</p><p>You can reach Mark at mstenberg@insider.com and on Twitter <a href="https://twitter.com/MarkStenberg3">@MarkStenberg3</a>. He will be covering all things related to the creator economy and new <keyword id="6354777" type="COMPANY" weightage="100" keywordseo="Media">media</keyword> models.</p><p>Now onto the news. </p><p>A new influencer agency has climbed to prominence in the industry by helping creators and models manage their OnlyFans accounts.</p><p>Unruly Agency works with top influencers like Tana Mongeau and Daisy Keech, offering a full-service approach to OnlyFans.</p><p>I spoke with the founders of Unruly and industry insiders to learn how the agency works and the services it provides.</p><p>Here are a few key takeaways:</p><ul><li><p>Unruly helps clients set up content shoots and an OnlyFans posting schedule.</p></li><li><p>Unruly also works with some influencers on incorporating integrative marketing on OnlyFans through product placement.</p></li><li><p>The company has connected clients with brands like Fashion Nova, Pretty Little Thing, and Manscaped for brand partnerships.</p></li><li><p>Some other talent managers don't want to work with OnlyFans, so their clients are jumping directly to Unruly.</p></li></ul><p>"We look at ourselves as a concierge service for influencers," Unruly said in a statement. "We take the talent's ideas and help them roll them into production to bring them to life."</p><p><a href="https://www.businessinsider.com/unruly-agency-managing-onlyfans-accounts-influencers-tana-mongeau-daisy-keech-2021-1">Read the full story on Unruly Agency here.</a></p><h2><a href="https://www.businessinsider.com/tiktok-stars-of-collab-house-drip-crib-sued-by-landlord-2020-12">An LA landlord is suing a TikTok influencer group after months of conflict</a></h2><div type="image" title="Drip Crib LA - TikTok house" height="1875" width="2500" msid="80270629" hostid="261"></div><p>During the rise of <keyword id="6762469" type="UNKNOWN" weightage="60" keywordseo="TikTok">TikTok</keyword>, a wave of social-media stars moved into Los Angeles mansions to live together and make content.</p><p>But it hasn't been all smooth sailing.</p><p>My colleague Dan Whateley wrote that an LA landlord is suing the TikTok collective "Drip Crib," launched by Devion Young. </p><ul><li><p>Young spent tens of thousands of dollars to form the house, renting a mansion for himself and creators and moving into it in March. But he soon fell behind on rent.</p></li><li><p>The property's owner alleged in the lawsuit that the group unlawfully conducted business at the house.</p></li><li><p>In the suit, the landlord also alleged the group had violated LA's health and safety code during the coronavirus pandemic.</p></li></ul><p><a href="https://www.businessinsider.com/tiktok-stars-of-collab-house-drip-crib-sued-by-landlord-2020-12">Read more on the lawsuit here.</a></p><h2><a href="https://www.businessinsider.com/instagram-presentation-shows-posting-advice-for-influencers-creators-2021-1">Leaked slides from a recent Instagram presentation reveal the advice it's giving to creators on what to post</a></h2><div type="image" title="Instagram reels" height="799" width="1065" msid="80270631" hostid="261"></div><p><keyword id="819905" type="COMPANY" weightage="60" keywordseo="Instagram">Instagram</keyword> has been meeting with creators in the last several months and sharing advice about what to post.</p><p>My colleague Sydney Bradley wrote about a recent Instagram presentation, whose slides were leaked to Insider.</p><p>It included advice like this: </p><ul><li><p>Stories: "Behind the scenes of your daily life" or "In-the-moment updates"</p></li><li><p>Reels: "Entertaining, short videos" or "Your take on trending content"</p></li><li><p>Live: "Direct conversations with your audience" or "Invite friends"</p></li></ul><p>For Feed posts, Instagram recommends to "Use carousels for more engagement in one post" [Carousel posts can feature up to 10 slides] and to "Stay active in the comments to stay engaged with your community."</p><p><a href="https://www.businessinsider.com/instagram-presentation-shows-posting-advice-for-influencers-creators-2021-1">Read more on the leaked slides here.</a></p><h2><a href="https://www.businessinsider.com/brick-house-cooperative-divides-its-revenue-media-bundle-2021-1">How the 9-publication cooperative Brick House designed a revenue splitting system</a></h2><div type="image" title="Maria Bustillos" height="1305" width="1740" msid="80270633" hostid="261"></div><p>The Brick House Cooperative is a group of nine independent publications that operate under one umbrella.</p><p>The media collective is worker-owned, subscription-based, and free of formal investment.</p><p>Mark wrote that the group created a 25-page legal document that lays out how the publications divide revenue and split ownership.</p><p>"The entire structure is dedicated to: If it grows, the people who are in it are the ones who are going to benefit," said the group's founder, Maria Bustillos.</p><p><a href="https://www.businessinsider.com/brick-house-cooperative-divides-its-revenue-media-bundle-2021-1">Read more about Brick House's revenue splitting system here.</a></p><h2>More creator industry coverage from Business Insider:</h2><ul><li><p><a href="https://www.businessinsider.com/how-much-money-youtuber-makes-per-month-125-thousand-subscribers-2021-1">A zero-waste YouTuber explains how much money he earned in 2020</a> (Amanda Perelli) </p></li><li><a href="https://www.businessinsider.com/of-note-startup-wants-to-build-influencer-creator-house-network-2021-1">A new startup wants to build a network of houses for influencers across the US to film in</a> (Dan Whateley)</li></ul><div type="image" title="SeatGeek" height="956" width="1275" msid="80270635" hostid="261"></div><h2><a href="https://www.businessinsider.com/seeking-nominations-for-top-executives-in-influencer-marketing-2021-1">Seeking nominations for the top executives in influencer marketing</a></h2><ul><li><p>Insider is launching an inaugural list of the <a href="https://www.businessinsider.com/seeking-nominations-for-top-executives-in-influencer-marketing-2021-1">leading executives in influencer marketing</a>.</p></li><li><p>We want to hear from you on which influencer marketing execs are successfully building partnerships with influencers. Please submit your ideas <a href="https://docs.google.com/forms/d/e/1FAIpQLSd7QzXLf8yFFdQGwhKfRFapw2npOUmhq5X8EayZxG3mRM-PkA/viewform?usp=sf_link">through this form</a> by January 19.</p></li></ul><div type="image" title="TikTok logo" height="4013" width="5351" msid="80270637" hostid="261"></div><h2>Industry updates: </h2><ul><li><p>The CEO of the talent management firm <a href="https://www.diarydirectory.com/newsarticle/gleam-futures-ceo-steps-down/34587">Gleam Futures has stepped down.</a> </p></li><li><p>Night Media, the management company that reps YouTubers like MrBeast, <a href="https://www.tubefilter.com/2021/01/12/night-media-andrew-pelosi-head-business-development/">has hired a new talent manager and head of business development.</a></p></li><li><p><a href="https://www.theverge.com/2021/1/12/22218757/youtube-trump-account-video-deleted-uploads-suspension-indefinite">YouTube has issued a strike on President Trump's account</a> for violating the company's content policies. The account is unable to upload new content for at least a week.</p></li><li><p><a href="https://www.businessinsider.com/tiktok-tightens-privacy-of-accounts-belonging-to-under-16s-2021-1">TikTok is tightening privacy rights</a>: Users won't be able to "duet or stitch" with videos posted by children under 16, won't be able to download them, and won't be able to follow them.</p></li></ul><h2>This week from Insider's digital culture team:</h2><div type="image" title="olivia josh hsmtmts" height="730" width="974" msid="80270639" hostid="261"></div><h1><a href="https://www.insider.com/drivers-license-olivia-rodrigo-lyrics-joshua-bassett-taylor-swift-tiktok-2021-1">'Drivers License' by Olivia Rodrigo is TikTok's latest obsession. A speculated love triangle is fueling its popularity.</a></h1><p>Actress Olivia Rodrigo's debut single "Drivers License" has exploded on TikTok.</p><p>Insider reporters Rachel E. Greenspan, Palmer Haasch, and Kat Tenbarge wrote that the song's appeal is partly thanks to its Taylor Swift-esque storytelling.</p><p>TikTok users have latched onto the song, making videos speculating about its meaning, praising its lyricism, and creating memes.</p><p><a href="https://www.insider.com/drivers-license-olivia-rodrigo-lyrics-joshua-bassett-taylor-swift-tiktok-2021-1">Read more about the viral hit here.</a></p><h2><strong>More from Insider: </strong></h2><ul><li><p><a href="https://www.insider.com/jeffree-star-kanye-west-kim-kardashian-rumor-denied-false-video-2021-1">Jeffree Star posted a video addressing Kanye West rumors</a> (Kat Tenbarge)</p></li><li><p><a href="https://www.insider.com/avril-lavigne-music-song-flames-video-mod-sun-new-flames-2021-1">Avril Lavigne joins MOD SUN in new song 'Flames'</a> (Moises Mendez II)</p></li><li><p><a href="https://www.insider.com/ellen-degeneres-show-trisha-paytas-video-appearanace-speed-reading-2021-1">YouTuber Trisha Paytas shares her experience appearing on the Ellen DeGeneres Show</a> (Palmer Haasch)</p></li><li><p><a href="https://www.insider.com/pope-francis-arrested-fake-conspiracy-theory-human-trafficking-2021-1"></a><a href="https://www.insider.com/pope-francis-arrested-fake-conspiracy-theory-human-trafficking-2021-1">Conspiracy theorists spread f</a><a href="https://www.insider.com/pope-francis-arrested-fake-conspiracy-theory-human-trafficking-2021-1">ake rumors that Pope Francis was arrested</a> (Rachel E. Greenspan)</p></li></ul><div type="image" title="Cameo" height="960" width="1280" msid="80270641" hostid="261"></div><h2>Here's what else we're reading: </h2><ul><li><p><a href="https://www.papermag.com/frankie-jonas-tiktok-2649916525.html?rebelltitem=3#rebelltitem3">How Frankie Jonas became a TikTok star</a> (Sandra Song, from Paper Magazine)</p></li><li><p><a href="https://www.glossy.co/beauty/nailfluencers-gain-cult-status-in-the-era-of-home-manicures/?">"Nailfluencers" have taken off in the era of at-home manicures</a> (Liz Flora, from Glossy)</p></li><li><p><a href="https://www.nytimes.com/2021/01/13/business/onlyfans-pandemic-users.html">OnlyFans has boomed during the pandemic. But many creators don't earn much.</a> (Gillian Friedman, from The New York Times)</p></li><li><p><a href="https://www.nytimes.com/2021/01/12/style/want-a-divorce-try-cameo-to-break-the-news.html">The video shout-out app, Cameo has become a home for breakup announcements</a> (Sean Malin, from The New York Times)</p></li></ul><p><em>Thanks for reading! Send me your tips, comments, or questions: aperelli@businessinsider.com</em></p><h2><a href="http://newsletter.businessinsider.com/join/influencerdashboard"><strong>Subscribe to the newsletter here</strong></a><strong>.</strong></h2>

Meet the new influencer company working with top creators and models on OnlyFans

<p><div type="image" title="influencer dashboard banner" height="151" width="1200" msid="76627413" hostid="261"></div></p><p>Hi, this is Amanda Perelli and welcome back to Influencer Dashboard, our weekly rundown of what's new in the influencer and creator economy.</p><p>There's no doubt that the influencer industry has grown tremendously in recent years. And throughout our reporting, my colleague Dan Whateley and I have watched as hundreds of talent managers and agents have raced to sign the next generation of stars.</p><p>But we noticed there wasn't a central place to view the top power players in the business and see who they represent. So after months of conversations with industry insiders, and from our own reporting, we decided to build one.</p><p>This exclusive interactive database gives an inside look at who is working with the top creators on <keyword id="10879" type="CITY" weightage="60" keywordseo="YouTube">YouTube</keyword>, Instagram, <keyword id="6762469" type="UNKNOWN" weightage="60" keywordseo="TikTok">TikTok</keyword>, and more in 2020.</p><p>These 95 managers and agents help many <keyword id="1112328" type="PERSON" weightage="60" keywordseo="Influencers">influencers</keyword> expand their digital businesses by selling consumer products, securing lucrative brand partnerships, or developing other opportunities.</p><p>For many creators, the need for representation has grown in importance as the pandemic and economic downturn have required them to rethink how they earn a living.</p><p><strong><a href="https://www.businessinsider.com/top-influencer-agents-managers-database-youtube-instagram-tiktok-2020-6">View the exclusive interactive database, here.</a> </strong></p><p><em>You can read most of the articles here <a href="https://www.businessinsider.com/subscription/prime-discount?r=birefer-aperelli">by subscribing to Business Insider</a>. And if this is your first time reading Influencer Dashboard, <a href="http://newsletter.businessinsider.com/join/influencerdashboard">subscribe to the newsletter here</a>.</em></p><h2><a href="https://www.businessinsider.com/clubhouse-tiktok-influencers-launch-travel-house-with-trip-to-mexico-2020-6">A TikTok influencer group launched a new 'travel house' in spite of the pandemic</a></h2><p><div type="image" title="Clubhouse" height="1079" width="1438" msid="76626313" hostid="261"></div></p><p>While many states in the US are still in the early stages of lifting shelter-in-place policies, <a href="https://www.insider.com/celebrities-broken-lockdown-self-isolation-rules-quarantine">some popular social-media influencers</a> seem ready to return to normal. </p><p>This month, Clubhouse, an influencer group based in California, traveled to Tulum, Mexico, to launch a new "roaming travel house" called Clubhouse Explore, and documented themselves hanging out on the beach, playing pool volleyball, and attending a dance club — no masks in sight.</p><p>The group uploaded a three-part series to their YouTube channel Clubhouse BH (77,000 subscribers).</p><p>"We're mobbing to a rager to end the night right now, a little quarantine rager with the team, we'll get some shots there," house member Isaak Presley says in one of the YouTube videos.</p><p>The group received a few disapproving comments on social <keyword id="6354777" type="COMPANY" weightage="100" keywordseo="Media">media</keyword>. </p><p>"Have y'all forgot about the pandemic?" one commenter wrote underneath a Clubhouse Instagram post.</p><p>But Chris Young, the president of the holding company that owns the Clubhouse brand, told Business Insider that he doesn't consider the trip a mistake.</p><p><strong><a href="https://www.businessinsider.com/clubhouse-tiktok-influencers-launch-travel-house-with-trip-to-mexico-2020-6">The group also plans to launch an influencer content house in Bali soon. Read more here</a>.</strong></p><h2><a href="https://www.businessinsider.com/how-to-negotiate-instagram-influencer-sponsorship-exclusivity-rates-2020-6">An Instagram influencer's guide to negotiating a brand sponsorship</a></h2><p><div type="image" title="Austen Tosone" height="1784" width="2378" msid="76626321" hostid="261"></div></p><p>Austen Tosone is a beauty and style influencer who has 11,000 followers on Instagram and runs the blog Keep Calm and Chiffon.</p><p>Influencers like Tosone rely on brand sponsorships to earn income and creators often negotiate with the brand directly. There are strategies influencers use to get the most out of a deal, and Tosone broke down her tips for negotiating a sponsorship.</p><p>She says:</p><ul><li><p>Take on some gifted projects at first, like a free product in exchange for promotion, but not too many. As a general rule, about 95% of the collaborations she does are paid projects.</p></li><li><p>Figure out what the brand is looking for. Is it brand awareness or sales?</p></li><li><p>Look for key terms like "usage" or "image rights" to understand how the brand plans to use your content and set your rate accordingly.</p></li></ul><p>"I don't recommend agreeing to giving a brand rights to use your image or likeness for more than a year," Tosone said. "I will never sign a contract if it is in perpetuity. Even if it's your favorite brand you just never know."</p><p><strong><a href="https://www.businessinsider.com/how-to-negotiate-instagram-influencer-sponsorship-exclusivity-rates-2020-6">Read more on how to negotiate an Instagram influencer sponsorship here</a>. </strong></p><h2><a href="https://www.businessinsider.com/inside-bidens-instagram-influencer-strategy-virtual-campaign-2020-6">Inside Biden's Instagram influencer campaign strategy</a></h2><p><div type="image" title="Joe Biden" height="3253" width="4337" msid="76626325" hostid="261"></div></p><p>Former VP Joe Biden is working with social-media influencers on his presidential campaign and his strategy is the opposite of Bloomberg's meme-buying spree.</p><p>Dan spoke to Village Marketing, the agency behind Biden's Instagram influencer campaign strategy.</p><p>The Biden campaign worked with the agency recently to coordinate a #BidenTownHall campaign with six Instagram influencers. Village founder Vickie Segar said the campaign was looking to get in front of young voters during the pandemic.</p><p>The creators hosted Instagram livestreams with Biden and posted short videos on their accounts. None of them were compensated to post the content, Segar said.</p><p>"None of these influencers are paid, and many will tell you this is not even an endorsement," Segar said. "That's what I think is so authentic and awesome about this campaign and this approach. We picked people who have the right voice or the right audience to have a topical conversation."</p><p><strong><a href="https://www.businessinsider.com/inside-bidens-instagram-influencer-strategy-virtual-campaign-2020-6">Read more about the strategy, here</a>. </strong></p><h2>What else happened on BI this week:</h2><ul><li><p><strong><a href="https://www.businessinsider.com/how-much-money-twitch-streamers-make-on-subscriptions-monthly-revenue-2020-6">How much money Twitch streamers make from subscriptions</a></strong>: Twitch streamers can generate tens of thousands of dollars a month from fans who decide to subscribe to their channels. Dan looked at how much subscription revenue some of the app's popular creators make each month.</p></li><li><p><strong><a href="https://www.businessinsider.com/how-to-get-noticed-by-tiktok-job-recruiters-get-interview-2020-6">How to get a job interview at TikTok</a></strong>: Dan spoke to Kate Barney, a TikTok hiring exec, to learn more about how to get noticed by TikTok recruiters and land an interview at the company.</p></li><li><p><strong><a href="https://www.businessinsider.com/how-do-influencers-pay-taxes-tips-for-youtube-instagram-blogs-2020-2">4 steps for navigating tax season as an influencer</a>: </strong>I spoke to creators on YouTube and Instagram who shared their strategies for staying organized for tax season.</p></li></ul><h2>Industry updates:</h2><ul><li><p>The <keyword id="4578" type="COMPANY" weightage="60" keywordseo="entertainment">entertainment</keyword> company Fullscreen and the media platform TheFutureParty are hosting a <a href="https://hopin.to/events/fullscreen-x-thefutureparty-present-black-influence-matters?code=34cef534-eda9-4b25-9bfb-86ac675ea34d#booths">virtual event</a> on Black creators, brands, and systemic racism <a href="https://hopin.to/events/fullscreen-x-thefutureparty-present-black-influence-matters?code=34cef534-eda9-4b25-9bfb-86ac675ea34d#booths">on June 29.</a></p></li><li><p>Select Management Group recently signed more than a dozen new creators including YouTubers Aaron Burriss (1.46 million subscribers), Heyitsfeiii (1.59 million), and Jelian Mercado (1.08 million), and also hired Brittany Gilpin and promoted Lori Puzon as talent managers. The new signs will be managed across the desks of Lori Puzon, Charley Button, Mike Jezusko, Fred Johnson, Amy Neben, Lisa Filipelli, and Caroline Nardilla.</p></li><li><p>Naomi Lennon (Lennon Management) signed TikTok stars Our Fire (5.8 million followers), Nathan Piland (3.8 million), Alan Chikin-Chow (1.9 million), and Romain Bernus (1.7 million).</p></li><li><p>TalentX hired Amber Howard as the head of talent at its joint venture TalentX Gaming. Howard was previously a talent agent at A3 Artists Agency.</p></li></ul><p><div type="image" title="Amber Howard" height="3345" width="4461" msid="76626335" hostid="261"></div></p><h2 id="this-week-on-insider's-digital-culture-desk:">This week from Insider's digital culture team:</h2><ul><li><p><strong><a href="https://www.insider.com/influencerpaygap-instagram-page-shows-inequality-pay-gap-black-white-influencers-2020-6">An Instagram page is showing pay inequality</a>: </strong>Lindsay Dodgson spoke to Adesuwa Ajayi who set up the "Influencer Pay Gap" Instagram account, which shows the pay gap between Black and white influencers. </p></li><li><p><strong><a href="https://www.insider.com/tiktok-bryce-hall-sway-la-statement-response-may-arrest-texas-2020-6">TikTok star Bryce Hall addresses drug charges</a>: </strong>Hanna Lustig wrote that in an essay for People, Hall issued a statement on the incident and how it's forced him to change in the month since.</p></li><li><p><strong><a href="https://www.insider.com/blm-george-floyd-protests-influencers-political-meghan-rienks-swoozie-fousey-2020-6">Influencers rethink posting about politics</a>: </strong>Rachel Greenspan and Kat Tenbarge wrote that the Black Lives Matter protests have flipped the script for influencers who are now participating in the political conversation more than ever.</p></li><li><p><strong><a href="https://www.insider.com/frogs-longtime-meme-favorites-are-experiencing-a-recent-surge-online-2020-6">Frog memes are in an internet golden age</a>: </strong>Palmer Haasch wrote about how the animals once grouped with an online "hate symbol" turned wholesome. </p></li></ul><h2 id="here's-what-else-we're-reading:">Here's what else we're reading:</h2><ul><li><p><strong><a href="https://www.theverge.com/2020/6/22/21297151/mrbeast-mschf-finger-app-game-youtube-cash-prize-pool-date-time">MrBeast is launching an app and giving away $25,000</a>: </strong>Julia Alexander from The Verge wrote that Jimmy Donaldson (MrBeast) has partnered with internet collective MSCHF for "Finger on the App," a one-time multiplayer game. The last person to take their finger off their phone screen wins up to $25,000. </p></li><li><p><strong><a href="https://www.nytimes.com/2020/06/23/style/women-gaming-streaming-harassment-sexism-twitch.html">Women in gaming speak out about sexism and harassment</a></strong>: Taylor Lorenz and Kellen Browning from The New York Times wrote about the more than 70 allegations that surfaced on Twitter recently and why some say it's the beginning of real change in the industry.</p></li><li><p><strong><a href="https://techcrunch.com/2020/06/23/instagram-expands-shopping-to-more-businesses-including-creators-selling-their-merch/">Instagram expands shopping features</a></strong>: Sarah Perez from TechCrunch wrote that the platform is expanding access to Instagram Shopping to more businesses, including creators who want to sell their own merchandise.</p></li></ul><p><em>Thanks for reading! Send me your tips, comments, or questions: aperelli@businessinsider.com.</em></p><h2 id="subscribe-to-the-newsletter-here."><a href="http://newsletter.businessinsider.com/join/influencerdashboard">Subscribe to the newsletter here</a>.</h2>

TikTok stars travel and party during the pandemic, the industry's top managers and agents, and Biden's influencer campaign strategy

<p>Elon Musk wants to give you free <keyword id="6354947" type="UNKNOWN" weightage="60" keywordseo="bitcoin">bitcoin</keyword> — at least, that's what his <keyword id="6354616" type="UNKNOWN" weightage="60" keywordseo="Twitter">Twitter</keyword> account said on Wednesday.</p><p>Don't trust him.</p><p>The Tesla founder's account was one of numerous high-profile accounts on the social network that were compromised as part of a remarkable, far-reaching hack that attempted to scam people into sending payments in the bitcoin digital currency.</p><p>The hack underscored the vulnerability of social <keyword id="6354777" type="COMPANY" weightage="60" keywordseo="Media">media</keyword> services like Twitter, which are used by world leaders and government agencies to communicate with the public. The breach was so serious that Twitter was forced to briefly disable all tweeting from verified accounts on Wednesday.</p><p>The FBI has launched an investigation into the incident and Congress wants answers from Twitter's management.</p><p>As of writing on Friday afternoon, here what we do and don't know about what happened.</p><h2>Who's been hacked?</h2><p>Lots of famous people. And some companies.</p><p>Joe Biden, Jeff Bezos, Apple's official account, Bill Gates, Warren Buffett, Kanye West, Kim Kardashian, Uber, Wiz Khalifa, Floyd Mayweather, Cash App, MrBeast, XXXTentacion, parody account TheTweetOfGod ... the list goes on and on.</p><p>The hackers targeted high-profile accounts that had the potential to spread the scam as far as possible. </p><p>130 accounts were targeted, Twitter said in a statement on Thursday, though not all of them were compromised.</p><h2>How did they get hacked?</h2><p>The hackers got access to Twitter's internal tools, then used them to wreak havoc. </p><p>Late Wednesday evening, <a href="https://twitter.com/TwitterSupport/status/1283591846464233474">Twitter said</a> it had uncovered "what we believe to be a coordinated social engineering attack by people who successfully targeted some of our employees with access to internal systems and tools." Those with access to those tools, "ostensibly Twitter employees," have the ability to reset email addresses associated with accounts, <a href="https://techcrunch.com/2020/07/15/twitter-hacker-admin-scam/">as TechCrunch reported</a>.</p><h2>What do the hacked messages look like?</h2><p>Like this:</p><p><div type="image" title="obama hack tweet" height="1036" width="1180" msid="76989798" hostid="261"></div></p><h2>What steps has Twitter taken in response?</h2><p>As the hack escalated, Twitter took the unprecedented step on Wednesday of blocking all verified accounts from tweeting temporarily, as it worked to secure its services.</p><p>It has also locked the affected accounts until their owners can satisfactorily identify themselves and take back control. Its data download feature has also been temporarily disabled.</p><p>"We have also been taking aggressive steps to secure our systems while our investigations are ongoing," Twitter said on Thursday. "We're still in the process of assessing longer-term steps that we may take and will share more details as soon as we can."</p><p>CEO Jack Dorsey also chimed in on the incident <a href="https://twitter.com/jack/status/1283571658339397632">in a tweet</a> on Wednesday evening, calling it a "tough day for us at Twitter." He wrote: "We all feel terrible this happened. We're diagnosing and will share everything we can when we have a more complete understanding of exactly what happened."</p><h2>What's the scam?</h2><p>Generally, the compromised accounts posted a tweet saying they're feeling generous (or some other similar motivation), and falsely claiming that if people send them bitcoin to their address, they'll resend them double back. </p><h2>Should I send them bitcoin?</h2><p>No.</p><h2>Who's behind the hack?</h2><p>The identity of the hacker(s) are still unknown, but more details are slowly coming to light. </p><p><a href="https://www.nytimes.com/2020/07/17/technology/twitter-hackers-interview.html?action=click&amp;module=Top%20Stories&amp;pgtype=HomepageHomepage">In a New York Times report on Friday, individuals who claimed to be involved</a> alleged that a figure going by the name "Kirk" first gained access to the internal Twitter tools and then told others about it. He is purported to have obtained login details to the tools from an internal Twitter Slack channel he gained access to.</p><p>"Kirk" began by selling access to coveted "OG" usernames, before things escalated to the bitcoin scam that attracted international attention.</p><h2>Were any countries involved? </h2><p>People are not currently suggesting that the hack was the work of a nation state, as some previous attacks on tech companies and digital infrastructure have been. Well-respected <keyword id="6361948" type="UNKNOWN" weightage="60" keywordseo="cybersecurity">cybersecurity</keyword> reporter <a href="https://krebsonsecurity.com/2020/07/whos-behind-wednesdays-epic-twitter-hack/">Brian Krebs reported that at least one of the figures involved</a> may have been a 21-year-old man from Liverpool, England — though there has yet to be any official confirmation, arrests, or attribution from Twitter or other authorities. </p><h2>What was the fallout?</h2><p>A lot of people are demanding answers. </p><p>The FBI is investigating, as is New York state, and Congress wants a briefing from Twitter about what went down. Meanwhile, the company is still trying to understand the full extent of the damage, and repair user trust that was damaged by the most extensive (known) hack in its history.</p><p><em><strong>Got a tip?</strong> Contact Business Insider reporter Rob Price via e</em><em>ncrypted messaging app Signal (+1 650-636-6268), e</em><em>ncrypted email (robaeprice@protonmail.com), s</em><em>tandard email (rprice@businessinsider.com), </em><em>Telegram/Wickr/WeChat (robaeprice), or </em><em>Twitter DM (<a href="https://twitter.com/robaeprice">@robaeprice</a>). </em><em>We can keep sources anonymous. Use a non-work device to reach out. PR pitches by standard email only, please.</em></p>

Some of the world's biggest Twitter accounts got hacked this week. Here's what we know about what happened.

<br /><ul><li><strong>Saiman Waghdhar, known as <keyword id="7554086" type="UNKNOWN" weightage="20" keywordseo="saiman-says">Saiman Says</keyword> on YouTube, travelled to the <keyword id="6361754" type="LOCATION" weightage="20" keywordseo="united-kingdom">United Kingdom</keyword> in order to get around India’s ban on two <keyword id="2938280" type="PERSON" weightage="20" keywordseo="pewdiepie">PewDiePie</keyword> videos.<br /><br /></strong></li><li><strong>Last week the <keyword id="6355014" type="UNKNOWN" weightage="20" keywordseo="delhi-high-court">Delhi High Court</keyword> banned ‘B**ch Lasagna’ and ‘Congratulations’ on YouTube in India.<br /><br /></strong></li><li><strong>Felix Kjellberg, the Swedish vlogger known as PewDiePie has also come under scrutiny with respect to the Christchurch shooting.<br /></strong></li></ul>The row between <keyword id="17191" type="COMPANY" weightage="20" keywordseo="T-series">T-Series</keyword> and PewDiePie was not without its consequences. Felix Kjellberg’s ‘B**ch Lasagna’ and ‘Congratulations’ were banned in India last week for being racist and inflammatory.<br /><br />But, in order to get around the ban, one fan Saiman Waghdhar — popularly known as Saiman Says on YouTube — flew all the way to the United Kingdom. In his video, ‘PewDiePie, I’m coming for you !!! (meet me please)’, the Indian vlogger reminisces how, “Life has been for me. I used to watch B**ch Lasagna 399 times in a day and now I cannot even watch it once back in India.”<br /><br /><div type="Youtube" id="P3B0bMIlQ7s" title="PewDiePie, I'M COMING FOR YOU !!! (meet me pls?🙏)" thumbUrl="https://i.ytimg.com/vi/P3B0bMIlQ7s/mqdefault.jpg"></div>

<br />‘B**tch Lasagna’ and ‘Congratulations’ were meant to be ‘diss tracks’ aimed at T-Series, an Indian music company that is now the most subscribed channel on YouTube with 95 million subscribers. Despite the ban many users have posted copies of the songs through other channels, so technically, the song is still available in India.<br /><br />Waghdhar clarifies that he didn’t just travel to the United Kingdom for the sole purpose of meeting PewDiePie but that he was already plans to travel for another project.<br /><br /><div type="twitter" handle="HiSaimandar" handlename="Saiman Says" image="http://pbs.twimg.com/profile_images/1092721123635183617/2nqc4U-5_normal.jpg" favoritecount="314" retweetcount="32" status="So a post about my video is trending on the subreddit. Some are thinking it's creepy. No, I din't come to the UK ju… https://t.co/YTBANAcAF0" createdat="1555874964000" id="1120046895949340672"></div>

<br />The Saiman Says channel blew up in November last year when Waghdhar responded to MrBeast’s video by creating a parody video where he <a href="https://www.youtube.com/watch?v=l5z_ypXULQA">bought up</a> billboards advertising T-Series in India.<br /><br /><strong>PewDiePie Ban<br /></strong><br />Last week, the Delhi High Court <a href="http://iprmentlaw.com/wp-content/uploads/2019/04/Super-Cassettes-vs-Pew-Die-Pi.pdf">issued</a> an order for YouTube to remove those two songs from the platform categorising them to be ‘defamatory and disparaging’ as well as ‘racist, inflammatory and hateful’.<br /><br />
  <div type="ExtQuote" text="It is pleaded that the lyrics used in the two impugned songs uploaded by defendant no.1 (PewDiePie)... are on the face of it defamatory, disparaging, insulting and offensive. These videos are accessible throughout the world to a global audience of more than a billion who access internet and YouTube everyday." auname="Delhi High Court order banning ‘B**ch Lasagna’ and ‘Congratulations’"></div>

<br />In ‘Congratulations’, PewDiePie cites the tax evasion case against former T-Series owner, Bushan Kumar, and points out, “India got YouTube figured out… How about next you figure how to fix the caste system… Maybe all those ads will solve your poverty”. <br /><br />And, it’s not just the courts in India that are calling PewDiePie racist. A Change.org petition is also making the rounds looking to ban the Swedish vlogger for his ‘white supremist’ content. It was filed after the Christchurch Shooter announced, “Subscribe to PewDiePie,” during the live stream of the event only a mere moments before going on his shooting rampage.<br /><br />Kjellberg addressed the petition in one of his videos saying that the claims were “blatantly misrepresenting and misinforming people.”<br /><br /><strong>See also:<br /></strong><a href="https://www.businessinsider.in/youtube-has-shut-down-a-popular-channel-after-the-mother-was-charged-with-allegations-of-abusing-her-children/articleshow/68506104.cms">YouTube has shut down a popular channel after the mother was charged with allegations of abusing her children</a><br /><br /><a href="https://www.businessinsider.in/some-of-the-most-popular-youtubers-make-millions-from-their-videos-heres-how-you-can-make-some-money-from-your-youtube-channel-too-/articleshow/68763894.cms">Some of the most popular YouTubers make millions from their videos. Here's how you can make some money from your YouTube channel too.</a><br /><br /><a href="https://www.businessinsider.in/youtube-says-its-purged-over-400-channels-and-millions-of-videos-in-response-to-rising-concerns-about-child-exploitation/articleshow/68101030.cms">YouTube says it's purged over 400 channels and millions of videos in response to rising concerns about child exploitation</a><br />

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