In 2012, Evan Britton founded a website premised upon what the web arguably does best: help people obsess over celebrities.
Britton launched his first site in 1999 as a senior in college and has since made his living monetizing web clicks.
When he created Famous Birthdays as a sort of Wikipedia of celebrities nine years ago, Tiktok wasn't even born and Snap had barely launched. The term "influencers" had yet to seep into the mainstream. But as social media created a new form of celebrity, the site has morphed into a pillar of the teen-centric world of online personalities and creators.
<p>
This month the company said it will surpass 35 million unique monthly visitors across its app and website. Third-party data providers, which use various methods to estimate web traffic, peg that figure anywhere between 4-6 million (Comscore) and 29 million (Similar Web). Many of those users are teens who use the site to browse celebrity profiles, contribute to popularity rankings and see who's trending.
</p><p>
"It's a pulse of the Gen Z community," said Talia Kocar, VP of Content at Mammoth Media, a Gen Z-focused mobile entertainment studio.
</p><p>
And as that community has expanded and entrenched its online presence, Famous Birthdays has ridden the wave. Britton's profitable website makes money from billions of programmatic ads that are generated from places like Google and Amazon and it has become a useful resource for the growing industry of monetizing online celebrity.
</p><p>
In April it will launch its third international off-shoot in French, joining Spanish and Portuguese, as the company anticipates the spread of influencer fever beyond America.
</p><p>
"Famous Birthdays is essentially the Wikipedia of influencers," said Ryan Detert, CEO of Influential, a leading influencer marketing firm. "It has become a very valuable tool within the influencer industry to do quick research on creators and it's also very popular with young fans. They have found a unique niche in the fact that influencers are the new celebrities for Gen Z."
</p><p>
Britton hadn't originally intended on serving that niche. He'd started <a href="https://www.famousbirthdays.com/" rel="noopener noreferrer" target="_blank">Famous Birthdays</a> with A-listers in mind and a user-first focus on growth. The plan was to add new profiles to the database based on users' search patterns.
</p><p>
"The internal search data guides our roadmap," he said. About 90% of user searches on Famous Birthdays yield a hit. The other 10% help to indicate what else users want.
</p><p>
"We built technology around analyzing those missed searches," Britton said, adding that Famous Birthdays' search engine now receives over 1 million inquiries a day. "It lets us know before anyone else what's happening."
</p><p>
Early on, it became apparent that users wanted something more than A-listers.
</p><p>
They wanted social media celebrities. So Britton and his now team of 30, including freelancers, took to reaching out to up-and-comers that the data suggested were on the rise.
</p><p>
In late 2018, for instance, Famous Birthdays contacted Paige Mackenzie, an Arkansas-based teen who at the time had about 600,000 followers on still-nascent TikTok.
</p><p>
"I was like 'oh my god'; I had a fangirl moment," Mackenzie said. "I was a normal girl with a couple of followers, and they want to know about me? That was the coolest thing."</p><div class="rm-embed embed-media"><script id="infogram_0_bde6b6e3-9f0b-4097-92ae-015bb30b0f6f" src="https://e.infogram.com/js/dist/embed.js?rFs" title="Famous Birthdays Growth" type="text/javascript"> </script><div style="padding:8px 0;font-family:Arial!important;font-size:13px!important;line-height:15px!important;text-align:center;border-top:1px solid #dadada;margin:0 30px">
<a href="https://infogram.com/bde6b6e3-9f0b-4097-92ae-015bb30b0f6f" style="color:#989898!important;text-decoration:none!important;" target="_blank">Famous Birthdays Growth</a><br/>
<a href="https://infogram.com" rel="nofollow" style="color:#989898!important;text-decoration:none!important;" target="_blank">Infogram</a>
</div></div><p>Mackenzie has since grown her TikTok following to 7.5 million. She typically regales her fans with comedic videos she describes as "relatable," like when "your brother annoys your mom right when you're about to ask something important."</p><p>
When Mackenzie was added to the platform, Famous Birthdays had about 20 million users. That has since exploded beyond Britton's imagination.</p><p><span></span>"The platform has evolved quite a bit over the years – much like how Gen Z's (and my) definition of a celebrity has," said Kocar, who added that Mammoth "constantly references" Famous Birthdays to inform its content decisions.</p>
<blockquote class="tiktok-embed" cite="https://www.tiktok.com/@willywonkatiktok/video/6849877838120701189" data-video-id="6849877838120701189" style="max-width: 605px;min-width: 325px;" > <section> <a target="_blank" title="@willywonkatiktok" href="https://www.tiktok.com/@willywonkatiktok">@willywonkatiktok</a> <p>Thanks for making this happen :) Go boost me if ya want <a title="willywonka" target="_blank" href="https://www.tiktok.com/tag/willywonka">#willywonka</a> <a title="famousbirthdays" target="_blank" href="https://www.tiktok.com/tag/famousbirthdays">#famousbirthdays</a></p> <a target="_blank" title="♬ original sound - Greg and Zach" href="https://www.tiktok.com/music/original-sound-6795947928369335045">♬ original sound - Greg and Zach</a> </section> </blockquote> <script async src="https://www.tiktok.com/embed.js"></script>
<p>"TikTok has been a wave that's really grown our platform," Britton said, noting that stars on the social-video stalwart are his site's most popular searches. "There's been a huge momentum for the creator economy and we've been on that wave because we were seated as the platform beneath all of that."</p><p>That momentum has led Britton to recalibrate his expectations.</p><p>"Six months ago, I would have thought our ceiling was maybe 50 million users, but I think we're gonna be there by the end of next year, based on how things are going," he said.</p><p>The company's <a href="https://es.famousbirthdays.com/" target="_blank">Spanish-language version</a> launched in July 2019 and now comprises about 15% of Famous Birthdays' total traffic, Britton said. The <a href="https://pt.famousbirthdays.com/" target="_blank">Portuguese version</a> launched in October 2020 and the French version will launch in April 2021.</p><p><span></span>Britton hopes to replicate his platform's success in those new markets. In the U.S., arriving on Famous Birthdays has come to be seen by creators as a veritable badge of honor.</p><p>When Duke Depp was invited to bring his online persona Willy Wonka to Famous Birthdays in July, he bragged about it to his nearly 18 million followers.</p><p>"Check it out my dear children, I finally made it on Famous Birthdays," he said. The post has since been liked over 412,000 times and received over 4,000 comments.</p><p>In September, Grandad Frank told his nearly 5 million TikTok followers that "Something crazy happened!!!!" He'd made it onto Famous Birthdays.<br></p>
<blockquote class="tiktok-embed" cite="https://www.tiktok.com/@billyvsco/video/6864718524619738373" data-video-id="6864718524619738373" style="max-width: 605px;min-width: 325px;" > <section> <a target="_blank" title="@billyvsco" href="https://www.tiktok.com/@billyvsco">@billyvsco</a> <p><a title="greenscreen" target="_blank" href="https://www.tiktok.com/tag/greenscreen">#greenscreen</a> thank you guys! Number 1 forty-7 year old. Y’all are awesome! <a title="waitforthegreats" target="_blank" href="https://www.tiktok.com/tag/waitforthegreats">#WaitForTheGreats</a> <a title="boost" target="_blank" href="https://www.tiktok.com/tag/boost">#boost</a> <a title="famousbirthdays" target="_blank" href="https://www.tiktok.com/tag/famousbirthdays">#famousbirthdays</a> <a title="foru" target="_blank" href="https://www.tiktok.com/tag/foru">#foru</a></p> <a target="_blank" title="♬ borderline by tame impala - audioz !" href="https://www.tiktok.com/music/borderline-by-tame-impala-6815764995805121285">♬ borderline by tame impala - audioz !</a> </section> </blockquote> <script async src="https://www.tiktok.com/embed.js"></script>
<p>Famous Birthdays currently hosts around 210,000 profiles, along with some 15,000 pages for shows, movies, bands and web groups. The team receives over 1,000 user-submitted edits and updates per day, Britton said, which they manually review and verify.<br></p><p>Using inputs like search volume and user engagement, Famous Birthdays also provides several popularity rankings.</p><p>The company has never raised outside capital and doesn't plan to start.</p><p>"Our vision is to build the Wikipedia for the Digital Generation," said Britton. "Given the scale we already have, we're confident that we'll be able to do it without raising VC."</p>
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We sit on the edge of a new and exciting era for digital content creators. The real-world fight for social justice is changing the online and social media landscape, ushering in a broad cultural transformation that is long overdue. The antiquated practice of targeting a narrow and homogenous audience — similar in aspects like race, color, and physical appearance — isn't going to produce the desired upticks in viewers. In fact, it will more likely work against your growth.
<p>For creators looking to succeed in this new world, the focus must shift from reflecting sameness to celebrating differences. Any meaningful growth strategy needs to center on honoring who we really are as a nation: a sea of unique, interconnected individuals coming from a wide variety of cultural backgrounds, life experiences and perspectives. </p><p>To some, this may feel like an unrecognizable environment in which the rules of the game are suddenly unfamiliar. (That's a good thing. Such discomfort often leads to the best kind of growth, both as a person and a brand). </p><p>Before crafting new content or campaigns, creators and agencies must make a habit of asking three crucial questions: </p><ol class="ee-ol"><li><strong>Am I creating content for a diverse audience?</strong> Examine your current audience and ask: "who is missing?" During the last several months, we have seen a great awakening among influencers to the prospect that not only feeds, but entire campaigns have lacked color. By choosing to follow and actively promote other creators of color, along with BIPOC-owned businesses, brands and individuals can automatically expand what might be an otherwise limited audience.</li><li><strong>Am I using common themes across platforms?</strong> Content syndication is key to growing an audience base. Still, many creators make the all-too-common mistake of posting content that is too different across each platform. This approach wastes valuable time, requiring that you reinvent the wheel to reach viewers. Yet, it's also a mistake to simply post the same thing across multiple channels and platforms. Instead, take the content or idea and create slightly different versions tailored to each platform and particular audience. For example, while filming for a YouTube fashion haul that can be many minutes long, shoot shorter cuts that work for TikTok, Reels, or Triller. From that, pull stills and 15-second cuts for Instagram's feed and Stories.</li><li><strong>What can I launch offline to magnify my persona online? </strong>Building an online presence is about creating and nurturing a community. When brands and individuals develop real-life products or initiatives, they naturally attract more advocates to their community, thereby growing their online presence. As an example, our team at G&B recently released the Normalize Equality Initiative, a tangible guide to help influencers, brands, and agencies inspire audiences with a content approach that promotes inclusivity and diversity. This initiative allows us to fulfill our agency goals of educating and empowering people to create content that reflects equality, along with individuality. It also serves to communicate who we are, as a brand, to audiences and agencies - it's a real-world statement that "<em>this </em>is what we care about;" "<em>this </em>is the sort of inclusive, collaborative culture we hope to help create for our industry."</li></ol><p>As we navigate this new online landscape together, we will inevitably encounter challenges, setbacks and mistakes. The point is not to achieve perfection but rather to make a meaningful effort and, when we fall down, to get back up and keep going. If we — as an industry, individual influencers, brands, and agencies — seek to continuously learn, grow, and respond to real-world changes, we can't help but make powerful progress with plenty of successes along the way.</p><p><em><strong>Kyle Hjelmeseth</strong> is the founder and president of <a href="https://gb-dm.com/" target="_blank">G&B talent management agency</a>, a company rooted in a diversity of voices, colors, genders, ages and interest.</em><br></p>
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How Influencers Became Key to Big Brands During the Pandemic — and Why They'll Continue to Grow
Nov 30 2020
- Influencer marketing has surged during the pandemic as more consumers have moved online and brands have been forced to adapt to new challenges.
- The rise of ecommerce and social media continues to usher in a wave of less formal and potentially cheaper marketing from online icons directly connected to audiences that brands can target.
- Marketers expect the trend to continue, which could lead to more unexpected brand partnerships, like a KFC line of Crocs or Forever 21's Cheetos apparel.
Mix together a cup of cold brew, three pumps of caramel syrup, a splash of whole milk and a generous portion of TikTok and you've got yourself "The Charli" – Dunkin' Donuts' new menu item promoted in partnership with Charli D'Amelio, a superstar social media influencer and the drink's namesake.
Influencer marketing campaigns are not new, but the coronavirus pandemic has accelerated their appeal as companies have been forced to ramp up their online presence. Marketers expect that to continue, due to a combination of changing consumer behavior, a growing sophistication of data and analytics, and tighter ad budgets.
As these forces take shape, subscription streaming services expand and cable's decline continues, could it spell the end of TV commercials?
<h2>The Rise of Influencer Marketing
</h2><p>
Fundamentally, an influencer is someone with a level of knowledge, expertise or social following that enables them to, well, influence other people's decisions. That premise <a href="https://insights.digitalmediasolutions.com/articles/history-celebrity-endorsements" rel="noopener noreferrer" target="_blank">has existed for a long time</a>, but the internet and social media gave rise to a new capability for companies of targeting specific audiences with more precision than a television or radio commercial. As a result, <a href="https://hbr.org/2020/03/reinventing-the-direct-to-consumer-business-model" rel="noopener noreferrer" target="_blank">niche, direct-to-consumer businesses offering specific products</a>, and online influencers to peddle those products, have bloomed.
</p><p>
Before the pandemic set in, Influencer Marketing Hub, a research firm, <a href="https://influencermarketinghub.com/influencer-marketing-benchmark-report-2020/" rel="noopener noreferrer" target="_blank">reported</a> influencer marketing was expected to grow to a $9.7 billion business in 2020, nearly a 50% increase from 2019. More recent evidence suggests that companies are still piling in, even faster than predicted.
</p><p class="shortcode-media shortcode-media-rebelmouse-image">
<img type="lazy-image" data-runner-src="https://assets.rebelmouse.io/eyJhbGciOiJIUzI1NiIsInR5cCI6IkpXVCJ9.eyJpbWFnZSI6Imh0dHBzOi8vYXNzZXRzLnJibC5tcy8yNDc3ODkzOS9vcmlnaW4ucG5nIiwiZXhwaXJlc19hdCI6MTYyOTgyMjA3OH0.xpryQloQoGrDFAS_tPWcgpveDJauJtbJSOMKa2rO4WE/img.png?width=980" id="4c2ab" class="rm-shortcode" data-rm-shortcode-id="3dda47e9ab550c3021585f6d6426b260" data-rm-shortcode-name="rebelmouse-image" data-width="1596" data-height="1250">
<small class="image-media media-caption" placeholder="Add Photo Caption...">Influencer MarketingHub's 2020 report, based on a survey of 4,000 professionals, forecasted a massive rise in the growth of influencer marketing. </small><small class="image-media media-photo-credit" placeholder="Add Photo Credit...">Courtesy <a href="https://influencermarketinghub.com/influencer-marketing-benchmark-report-2020/" target="_blank">Influencer MarketingHub</a></small></p><p>
In the quarter from June through August, for example, across a sample of 4,500 ecommerce retailers, sales and customers driven to brands' websites through YouTube influencers are up 80% year over year, according to <a href="https://www.magiclinks.com" target="_blank">MagicLinks</a>, an L.A.-based social media marketing company that helps firms track the performance of their influencer campaigns. Applications from influencers wishing to use MagicLinks' sales tools have grown nearly fivefold from the start of the pandemic. And across MagicLinks' retail customers, which include the likes of Walmart, Target, L'Oreal and Best Buy, influencer-driven sales are up 115%.<br>
</p><p>
Several other marketing agencies also told dot.LA they've seen increased spending on influencer content, and an expansion of the types of companies that use influencer marketing, compared to pre-COVID.
</p><p>
Part of that is out of necessity. With film production shut down due to the pandemic, traditional commercial advertising was hampered. And with marketing budgets crimped, potentially cheaper advertising routes, such as a well-targeted influencer campaign, grew more attractive.</p><h2></h2>
Influence in the Wake of Ecommerce
<span style="display:block;position:relative;padding-top:56.25%;" class="rm-shortcode" data-rm-shortcode-id="07f23e0bad020e13c4a64c5c6a12cd87"><iframe lazy-loadable="true" src="https://www.youtube.com/embed/VY-vJMb-Dr0?rel=0" width="100%" height="auto" frameborder="0" scrolling="no" style="position:absolute;top:0;left:0;width:100%;height:100%;"></iframe></span><p>The pandemic has also caused ecommerce to <a href="https://www.smartinsights.com/digital-marketing-strategy/online-retail-sales-growth/" target="_blank">skyrocket</a> and led people to <a href="https://www.emarketer.com/content/how-coronavirus-changing-us-social-media-usage" target="_blank">spend more time on social media</a>, both of which have increased the supply of potential customers for brands to target with influencers.</p><p>"Consumers crave real-life stories and authenticity, and influencers are able to highlight brands in a way that feels real and accessible. We are seeing that during the pandemic, this need is further heightened as more consumers are spending more time on social platforms," Grubhub's director of content and social Mandy Cudahy told dot.LA.</p><p>The growing sophistication of data and analytics on the effectiveness of influencer marketing has also helped companies create more targeted ad campaigns likely to reach spenders. For example, tools are improving to help brands find the right influencer, track their ability to drive purchases, and even <a href="https://dot.la/social-native-2647873306.html" target="_self">predict how well an influencer campaign will do</a>.</p><p>"There's been a much bigger push around nailing down the attribution and ROI," said Kevin Gould, co-founder of three L.A.-based ecommerce brands that rely heavily on influencer marketing and collectively earn over $60 million in annual revenue.</p><p>That push, in turn, is helping to nudge brands that have historically shied away from influencer marketing. Part of what has held them back is the fact that the data from traditional channels like television and radio advertising is far more robust than what's available in the influencer space, if only because it is relatively new.</p><p>"You're going up against hard sets of data since like the birth of Macy's, so it didn't become a priority," said Jennifer Piña, MagicLinks' director of brand partnerships. "Now it's being forced to become a priority."</p><p>As a result, bigger, more traditional brands are moving into what has until now been a channel primarily used by smaller, direct-to-consumer brands. Tito's Vodka, for instance, ran its first influencer campaign in August with Brooklyn-based <a href="https://www.firsttubemedia.com/" target="_blank">First Tube Media</a>. Prior to the campaign, "Tito's had never spent a dollar in influencer marketing," First Tube CEO Andrew Beranbom told dot.LA. <a href="https://www.superdry.com/us/" target="_blank" rel="noopener noreferrer">Superdry</a>, a publicly-traded British clothing company founded in 1985, is partnering with MagicLinks to launch its first large influencer campaign in advance of the holiday season.</p>How Influencers Change What We Buy, and What They Make
<img lazy-loadable="true" src="https://assets.rebelmouse.io/eyJhbGciOiJIUzI1NiIsInR5cCI6IkpXVCJ9.eyJpbWFnZSI6Imh0dHBzOi8vbWVkaWEucmJsLm1zL2ltYWdlP3U9JTJGaXMlMkZpbWFnZSUyRkNyb2NzJTJGMDIxMTIwLUtGQy1BbmdsZWQzJTNGJTI0bWt0LWpwZy05MCUyNCZobz1odHRwcyUzQSUyRiUyRmltYWdlcy5jcm9jcy5jb20mcz0xMDE4Jmg9YzYzNDVmZTk1OTk3ZjI0NDNkNDAzMzg1YTVhY2VlNGVjOWU1ZTUwMWNlOThhNzg4MjcxMTIxYjJmODBhOWY0YiZzaXplPTk4MHgmYz0yOTMxOTEwMjQ3IiwiZXhwaXJlc19hdCI6MTYxODk3OTA5OH0.gx73p3jbM6G95Y4iFZyHzIHpJiuUWfJAr1-reUHd1V8/img.jpg" id="67c4c" class="rm-shortcode" data-rm-shortcode-id="e5d31832c6a8ebce26e0222146f673e6" alt="KFC crocs" />KFC Crocs, an unholy creation of influencer marketing.
<p>Influencer marketing has also given rise to new partnerships between brands that arguably have nothing to do with each other, with influencers as the linchpin linking them together. Examples include <a href="https://www.crocs.com/KFC.html" target="_blank">a KFC line of Crocs</a>, e.l.f. Cosmetics' Chipotle <a href="https://nrf.com/blog/chipotle-inspires-new-makeup-kit-elf-cosmetics" target="_blank">burrito-inspired handbag and makeup kit</a>, and Forever 21's <a href="https://www.businessinsider.com/forever-21-cheetos-clothing-collaboration-2019-6" target="_blank">Cheetos apparel line</a>.</p><p>"It's this idea of like, a brand is a brand," said Piña. "What they actually sell or what people purchase from them is oftentimes irrelevant. It's more about the packaging and the moment and the feel and that's what social media does: it creates excitement for something that is not necessarily exciting. Like Crocs: Crocs is like your dad's brand. But it can immediately become cool, at the drop of a pin, once you get the right influencers involved."</p><p>Even as data attribution improves and consumers spend more time online in the land of influencers, one key downside to influencer marketing remains: limited control. A company can manage every element of a commercial shoot or Facebook ad, but using an unscripted TikTok or Instagram influencer requires letting go.</p><p>"Brands in some categories historically have been super fearful of letting influencers tell their story because it is so important to the sanctity of the brand to keep the messaging really succinct and in line with the brand guidelines," Piña said.</p><p>Yet that informality is part of the appeal of influencer marketing.</p><p>"Brands get stuck on needing to be perfect or scripted, whereas influencers talk to you like they're your next-door neighbor," said Brian Meert, chief executive of L.A.-based <a href="https://www.advertisemint.com/" target="_blank">AdvertiseMint</a>, a digital advertising agency. "It's very organic; it doesn't feel like a pushy ask. I think those kinds of elements have enabled us to grow sales for our clients using more of these influencer- and consumer-generated type videos."</p><p>Piña noted that while Ralph Lauren, a premium fashion retailer, has been wary of using influencers because of "brand safety," the company recently approached MagicLinks to build out a year-long TikTok strategy. Even as the social video giant's fight with the White House <a href="https://dot.la/celebrity-economy-2647441974.html" target="_self">threatened to upend the living of its influencers</a>, TikTok's hold on the traditionally elusive younger demographic – along with other user-generated video platforms like Instagram, YouTube, Twitch <a href="https://dot.la/snap-spotlight-2649022645.html" target="_blank">and Snap</a> – has become increasingly hard for companies to ignore.</p><p>"Any brand that wants to connect with Gen Z, and sell whatever product or service they have, has to engage (with these platforms)," said Glenn Ginsburg, SVP of global partnerships at influencer marketing agency <a href="https://www.qyoumedia.com/" target="_blank" rel="noopener noreferrer">The QYOU</a>. "Moving forward I think we'll see brands start to build deeper relationships with influencers."</p><p>Not every brand is poised to get the same value from an influencer campaign, however. An influencer is unlikely to save the day for a travel and tourism company ravaged by the pandemic, for instance. And it remains a challenge to reliably execute an influencer campaign, notwithstanding the emergence of new tools to do so.</p><p>"A lot still depends on relationships, conversations and trial and error," said Darren Litt, chairman and co-founder of L.A.-based talent marketplace <a href="http://www.marketerhire.com" target="_blank" rel="noopener noreferrer">MarketerHire</a>. "A successful influencer campaign requires a detailed understanding of an influencer's brand, and that's hard to do with tech and AI alone."</p><p>Achieving the cost-efficiency of a well-targeted campaign also remains most viable for companies that are best positioned to drive online purchases. Using Kim Kardashian to sell clothing that flatters one's figure, for example, is more likely to drive trackable sales than, say, pushing Pepsi.</p><p>"For mass-market products looking to reach a broad audience, TV advertising remains effective because you get the upside of wide reach with the downside of limited targeting," said Litt. That's especially true for products that people don't typically purchase online.</p><p>But much like a song that goes viral on TikTok can <a href="https://musically.com/wp-content/uploads/2020/10/Report-429-4692555.pdf" target="_blank" rel="noopener noreferrer">drive a listening bump on streaming platforms</a> like Spotify, so, too, it appears, can an influencer campaign drive offline purchases.</p><p>After all, Dunkin' Donuts <a href="https://www.tmz.com/2020/09/23/charli-damelio-dunkin-donuts-drink-cold-brew-sales-boost/" target="_blank" rel="noopener noreferrer">saw sales surge</a> following its D'Amelio partnership, even though the girl with over 100 million TikTok followers <a href="https://www.elitedaily.com/p/the-reason-charli-damelio-hasnt-ordered-her-dunkin-drink-makes-sense-38410234" target="_blank" rel="noopener noreferrer">has reportedly never ordered "The Charli" herself</a>.</p><p>--- </p><p><em>Sam Blake primarily covers media and entertainment for dot.LA. Find him on Twitter @hisamblake and email him at samblake@dot.LA.</em><br></p>From Your Site Articles
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