This is Amanda Perelli and welcome back to Influencer Dashboard, our weekly rundown of what’s new in the influencer and creator economy.
Before we get started, I want to first introduce a new reporter on BI’s business of influencers team: Sydney Bradley! You can reach Sydney and say hi at [email protected] and on Twitter @SydneyKBradley. She will be covering Instagram, TikTok, and all things related to the business of internet creators and influencers.
And now to the news.
This week, Dan Whateley and I wrote a piece on the influencers who are ignoring the coronavirus pandemic on social media, and how Los Angeles health officials want these creators to stop living a dangerous, mask-free fantasy.
LA is bracing for a potentially devastating wave of coronavirus cases as COVID-19 transmissions and hospitalizations both spiked this week.
But for many of LA’s celebrities and influencers, it appears life has returned to normal, with some choosing to collaborate without masks in videos, host parties, and in some cases travel out of the country.
Here are some examples:
Influencer and MTV star Tana Mongeau threw a two-day birthday bash at a Beverly Hills mansion last week and documented the event on Instagram.
Music artist Jason Derulo, who has over 25 million followers on TikTok, has been appearing in group videos with other TikTok stars throughout June.
A Capitol Records exec hosted a birthday party over the weekend in Los Angeles. TikTok star Addison Rae Easterling (48 million followers), musician Madison Beer, along with Netflix’s “Too Hot to Handle” star Harry Jowsey and others were seen in photos of the party without masks and in close proximity to other guests. It was also sponsored.
For marketers who are trying to keep up with varying guidelines across the country, this is “a challenging issue.”
“Unfortunately, it seems like over the last few weeks we’ve become victims to ‘Caution Fatigue’ and reverted back to the behavior that caused our new cases to spike in the first place,” YouTube star Doctor Mikhail (Mike) Varshavski wrote recently.
But LA health officials are urging influencers to be social-distancing role models instead.
“If you’re an influencer or have the ability to influence people in any space whether you’re a celebrity or on the internet — whatever your sphere of influence — please take that responsibility seriously,” Dr. Christina Ghaly, LA County’s director of health services, said on Monday.
Some have been. Influencers like Doctor Mike and Tyler Oakley have expressed to their followers why it’s important to still wear a mask and stay six feet apart from someone.
“How would you fix Quibi?”
Earlier this month, New Yorker staff writer Emily Nussbaum raised that question on Twitter.
One person who tweeted in response was Ludlow Ventures partner Blake Robbins, who recommended that Quibi invest in digital creators like David Dobrik and Jimmy Donaldson (aka MrBeast) who bring in millions of views on platforms like YouTube and TikTok.
It turns out some top creators had tried to pitch Quibi but came away disappointed.
Ashley Rodriguez and I spoke to influencer industry insiders who said that Quibi rejected ideas that it felt were too close to what would appear on the creators’ own social-media channels, and gravitated toward familiar TV formats instead.
“It was super frustrating because we thought that we had a few good ideas and they were automatically shut down because they were quote unquote ‘YouTuber ideas,’ which I thought was very strange,” said a YouTube talent manager, who asked not to be named to protect future deal prospects.
Revenue from Google ads is a big chunk of many YouTube stars’ incomes.
So, how much do they make?
Over the last few months, I have spoken with dozens of YouTube creators about how much each of them earn on average per 1,000 views (their CPMs), and on videos with 100,000, 1 million, and even 150 million views.
Some also shared with me their monthly and yearly incomes from YouTube, as well as their highest-earning videos of all time.
Here are some highlights:
A video with 100,000 views earned creators we spoke with anywhere between $500 and $2,500.
1 million views varied significantly, between $3,600 and $40,000.
The most amount of money YouTube had paid them for a single video ran as high as $97,000.
This is a part of a new series we started called YouTube money logs, where top creators reveal how much they earn.
What else happened on BI this week:
Introducing: Ask an influencer
We are adding a new feature to the newsletter: Ask an influencer. Submit your questions about the industry or for creators by replying to this email. We’ll answer your questions in an upcoming issue of Influencer Dashboard. Stay tuned!
This week from Insider’s digital culture team:
This week, beauty YouTuber Tati Westbrook dropped a new video claiming that Shane Dawson and Jeffree Star “manipulated” her into starting the 2019 beauty-guru war.
Insider covered the drama, dubbed “Karmageddon.”
Here’s what else we’re reading:
BI digital event: ‘Planning for the Future in Uncertain Times’
Business Insider’s Master Your Money series, which is designed to help millennials take charge of their financial future, is hosting a digital event “Planning for the Future in Uncertain Times,” on July 8 at 12 pm ET. Presented by Fidelity, the event will explore components of a strong financial plan and how to adjust it given recent events. Click here to register.
Thanks for reading! Send me your tips, comments, or questions: [email protected]
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