By Raja Anjana Kothapalli
Read on to know the complete influencer news for the month of February 2021 compiled and consolidated by Hobo Video from trusted news sources. Read and find out all you need to know about the happenings of influencers and influencer marketing around the world via this month’s edition of influencer news.
ASCI’s new guidelines to bring accountability and transparency in influencer marketing
Influencer marketing is estimated at $75-$150 million. The Advertising Standards Council of India (ASCI) issued a new draft code aimed at bringing accountability and transparency in the domain of influencer marketing. The guidelines specify that influencers are to clearly identify and label upfront that a said communication across social media platforms is an advertisement. Also, if any influencers are making some specific claims, then they should be diligently substantiated by the advertiser or brand owner. Read more on this influencer marketing news here.
SAG-AFTRA opened up membership to influencers on TikTok, Instagram, and other platforms
The Screen Actors Guild and the American Federation of Television and Radio Artists (SAG-AFTRA) have approved a new Influencer Agreement. According to this new agreement, in addition to the previously approved YouTube influencers, anyone who makes money as an influencer on social media platforms such as TikTok and Instagram is also eligible to become a member of the union that represents huge Hollywood stars like Meryl Streep. For more details on the SAG-AFTRA unionization contract for influencers read this article. Also, if you’re interested in knowing more about this influencer marketing news, click here.
ASA to influencers: do not use misleading beauty filters
Advertising Standards Authority (ASA) in response to the #filterdrop campaign started by Sasha Pallari said it is compulsory for influencers to state when they use a beauty filter to promote cosmetics or skincare. ASA declared this rule after examining two examples where despite their promotion was transparent using the #ad hashtag in the description, the effects of the products were exaggerated using Instagram filters. To read more information on this influencer marketing news click here.
The global fashion influencer marketing industry’s market size is estimated to reach $9.2 billion by 2026 at 38.5% CAGR during 2020–2026
Research and Markets released an analysis and forecast report (2020–2026) of the global fashion influencer marketing industry titled, ‘Global Fashion Influencer Marketing Market By Fashion Type (Beauty & Cosmetics, Jewelry & Accessories, and Apparel), By Influencer Type (Nano influencers, Micro-influencers, Macro-influencers, and Mega influencers), By Region, Industry Analysis and Forecast, 2020–2026’. According to the report, the market size of the global fashion influencer marketing industry is estimated to reach $9.2 billion by 2026, rising at a market growth of 38.5% CAGR during the forecast period. You can access the full report here.
HBO’s Fake Famous documentary by journalist Nick Bilton explores fame and influencer through an innovative social experiment
First-time director and veteran journalist Nick Bilton and his team, through Fake Famous documentary, three LA-based people with relatively less following on social media. The film follows aspiring actress Dominique Druckman, fashion designer Chris Bailey, and real estate assistant Wylie Heiner. The documentary explores the attempts made to turn these three individuals into famous influencers. Read more on this documentary here. Watch the trailer of HBO’s Fake Famous here.
GlobalData revealed Tor Valenza as the top solar power influencer on Twitter during Q4 2020.
GlobalData conducted an analysis of its Solar Power Influencer Platform and identifies the top 10 solar power influencers on Twitter during Q4 2020. The report reveals Tor Valenza, Founder & CMO at UnThink Solar, as the top solar power influencer. Valenza mainly posts updates on clean energy products and services. For more information on this news, read the complete influencer news here.
French retailer Sephora faces backlash after sponsoring pro-Trump influencer Amanda Ensing
Sephora, a French multinational retailer of personal care and beauty products, has faced a fallout. People began boycotting Sephora after it sponsored a YouTube video by conservative beauty influencer Amanda Ensing. People quickly took issue with the sponsorship, as Ensing has been criticized for praising Donald Trump, seemingly supporting the Capitol insurrection in January, blackfishing, and more. Sephora responded to the backlash via Twitter and Instagram on Friday night, saying it’s ceased working with Ensing after learning about her recent posts. Get more information on this influencer marketing news here.
Micro-influencer startup Tribe bagged $5.5 million in pre-IPO capital
Tribe, an Aussie micro-influencer marketing startup, raises $5.5 million in pre-IPO funding. The Tribe was founded in 2015 by TV and radio host Jules Lund, and Anthony Svirskis is the company’s chief executive. In 2019, Tribe has already raised funding of $10.5 million which fuelled its expansion into the US market. You can get more information on this influencer marketing news here.
Humanz announces the launch of a free online academy for successful collaborations between influencers and marketers
Humanz is an AI-powered platform for all levels of influencer campaigns. It recently announced the launch of The Humanz Influencer Marketing Academy, which provides a free online course. This course has been designed with the main focus to facilitate successful collab between influencers and marketers. You can watch the trailer for academy here, you can opt-in to the beta here, and read more about this influencer news here.
Dove collaborates with skincare influencer Hyram Yarbo to launch a hair therapy product range
Dove Hair Therapy, a new skincare-inspired haircare product range, has been launched by Dove in collaboration with a popular skincare influencer Hyram Yarbro. Dove Hair Therapy collection brings some of the best and most effective ingredients found in skincare to haircare for the first time in mass beauty. To know more about this influencer news, read here.
Priyanka Chopra and her pet Diana seek fashion opinion from Instagram influencer Tika The Iggy
Priyanka Chopra recently connected with the current fashion icon Tika (tikatheiggy), a popular fashion influencer on Instagram who happens to be a dog, on a video call for some fashion advice. Tika not only happily obliged but joined the conversation to give valuable tips on her fashion sense. This hilarious and engaging video was shared online. The video shows that Tika reviews Priyanka and Diana’s every costume change. To read more on this humorous and cute influencer news, click here.
Launchmetrics and Digital Brand Architects started a joint campaign for influencers to submit street-style photos
Post pandemic lockdown, in order to increase the virtual social engagement around fashion shows, Launchmetrics and Digital Brand Architects launched a campaign asking influencers to submit street-style photos taken outside by their respective content teams to ImaxTree, the content distribution company Launchmetrics acquired in 2019. Read more on this influencer news marketing here.
Clubhouse Media Group enters into an exclusive deal with Austin Mahone
Clubhouse Media Group is an influencer-based marketing and media company with a global aggregate social media reach of more than 100 million followers. It signed an exclusive social media consulting deal with Austin Mahone, an international singer, and songwriter. Doiyen Management, the in-house digital talent incubator and influencer management business of Clubhouse Media Group, will work with Austin Mahone and his team. Read more on this influencer marketing news here.
Pakistani influencer’s viral video takes the social media on a trending #PawriHoRahiHai party
Pakistani influencer Dananeer Mobeen’s video clip Pawri Ho Rai Hai went viral. The original clip has been viewed over 7.86 million times on Instagram by the end of February 2021 spawning innumerable spoofs, parodies, and memes. While “pawri ho rai hai” trended big in Pakistan, it caught the attention of Indian netizens after musician Yashraj Mukhate gave it a musical twist which has been viewed over 7.3 million times on Instagram by the end of February 2021. Different interpretations of this viral video flooded Twitter and Instagram. State Bank of India, Uttar Pradesh Police, ScoopWhoop, Netflix, Swiggy, Realme, Press Information Bureau, Oyo, and Zomato jumped in to take mileage from the piercing#PawriHoRaiHai trend. You can know more about this influencer marketing news by clicking here.
YouTuber Nick teams up with upGrad and launches The Office Canteen, a rib-tickling web series
Popular YouTuber Nick who is better known as Be YouNick, who has over 8.5 million followers across all social media platforms, teams up with upGrad, India’s largest online higher education company, and announced the launch of their first-ever comedy web series called The Office Canteen. This rib-tickling 3-episode series, which is also an upGrad Original has been shot entirely in an office canteen and brings forth chuckle-some scenarios of everyday office life that prevail in a workplace canteen. You can watch the trailer of this humorous series here, and read more on this influencer news here.
Chief Decision Scientist of the knitwear label PH5 is a CGI model named AMA
AMA is one of the attractions of the 2021 lookbook of the popular knitwear label PH5. This young woman with piercing eyes and an athletic build is a CGI model. Wei Lin, founder of PH5 says that unlike other CGI influencers, AMA is not a one-time hire but the face of PH5 and will be a living embodiment of its brand identity. She even has her own job title at PH5 as the chief decision scientist. To know more about this influencer news, click here.
Jo Piazza’s Under The Influence podcast series explores the ins and outs of the mom influencer world
Jo Piazza, a journalist, author, and mom of two, looks into the world of mom influencers, in her new eight-episode podcast series about mom influencers, Under The Influence. These episodes look at issues such as the feelings of inadequacy the influencer world can cause for mothers, the pay gap between heteronormative white women and influencers of color, and the perception that mom influencers are using their children as workers by including them in sponsored content. For more information on this influencer news, click here.
BrandGraph reaches a milestone of analyzing 10 million influencers
IZEA Worldwide, Inc., the premier provider of influencer marketing technology, data, and services for the world’s leading brands, announced in February 2021 that its BrandGraph platform has reached a new milestone. Launched in March of 2020, BrandGraph in less than a year has grown to provide analysis of more than 10 million influencers, 1.2 billion pieces of content, with new content being added every ten seconds, and new brands & classifiers being added daily. Read more on this influencer news here.
Milan Cortina 2026 to appoint online influencer as a digital ambassador
An online influencer with at least 50,000 followers will be appointed as the digital ambassador of the 2026 Winter Olympics and Paralympics in Milan and Cortina D’Ampezzo. An application process has now closed and 16 contenders are due to be selected for a final shortlist. Read more here.
Josh Richards invests in a new platform connecting influencers and artists
Breakr is a new platform that connects influencers and artists. Josh Richards, Chief Strategy Officer at Triller and Founder of TalentX Entertainment, along with Griffin Johnson of Sway House, invested in Breakr. Read more on this influencer marketing news here.
Otrivin teams up with the celebrity wellness influencers to launch the #BreatheClean movement
Otrivin is a popular respiratory health brand from GSK Consumer Healthcare. It partners with the celebrity wellness influencers like Mandira Bedi, Rannvijay Singha, Rehan Poncha, Arjun Vajpai, Radhika Bose (Yogasini), Ayesha Billimoria (Fitgirl), and Apoorva Jayarajan to launch its #BreatheClean movement. The movement hopes to strike a chord with many more such consumers with people who believe in a lifestyle of holistic wellness. Read more on this influencer marketing news here.
Bollywood intends to tap into influencer marketing to promote films
Bollywood production houses plan on tapping into influencer marketing to promote films on social media. As most of the audiences are still at home, this kind of digital promotion will help to target them much easier. This helps in reducing dependence on traditional film promotion techniques such as billboards, television advertising, and celebrities. To read more information on this influencer marketing news click here.
Influencer launches platform to help moms of color connect with brands
LaToyia Dennis is an author, national mom advocate, experienced marketer, and social influencer. She launched Melanin Moms Media, a national digital advertising and marketing firm specializing in connecting women of color to national brands. Melanin Moms Media is free to register and open to mom influencers, bloggers, and service providers worldwide. To know more about this influencer news click here.
Influencer Danielle Bernstein of WeWoreWhat is being accused online of allegedly copying ideas
Danielle Bernstein, fashion blogger, designer, and influencer, widely known for her work at the fashion blog WeWoreWhat, has been accused by micro-influencer Kelsey Kotzur on TikTok of allegedly stealing her outfit ideas and Instagram post concepts. Bernstein has faced similar allegations online before this incident. Read more on this influencer news here.
Panel discussion at exchange4media’s IPRCCC on the role of digital marketing and communication in the age of the social media influencer
Exchange4media group organized ‘The India Public Relations and Corporate Communications Conference (IPRCCC)’ on February 12, 2021. One of the panel discussions was centered on the role of digital marketing and communication in the age of the social media influencer. Panelists agreed that brands have to be creative in identifying which influencer represents the values of the brand. Read more on this influencer marketing news here.
Influencer poses naked on an endangered Sumatran elephant leads to an online outrage
Instagram influencer, Alesya Kafelnikova, posed naked on top of an endangered Sumatran elephant in a short Instagram video, captioning it as ‘Natural Vibes’. After a huge online outrage by animal lovers, the video has since been removed. However, Aleysa defended her actions and posted, ‘I have been doing charity work for many years and one of my last donations was financial support to animals and to local people in the village, in which I took these photos.’
Healthy Height to use influencer marketing to increase its brand visibility in China
Healthy Height, a brand that sells nutritional drinks for children, is growing its brand visibility in China through influencer marketing. Healthy Height partners with Yoola, a US-based multichannel network company that works with creators and brands to develop, distribute, license, promote, and monetize content and products. Read more on this influencer marketing news here.
OpraahFx gets the representation mandate of Total Gaming
OpraahFx, an influencer marketing and management agency founded by Pranav Panpalia, bags the influencer management representation mandate of Total Gaming. Started in 2018 by Ajay (Ajjubhai), Total Gaming is India’s leading gaming influencer with 21.4M subscribers on YouTube as of February 2021. OpraahFx will be looking into end-to-end influencer management activities, brand partnerships and further leveraging the brand value of Total Gaming. Read more about this influencer marketing news here.
Fraud influencer released from early prison on account of good behavior
Anna Sorókina is better known as Anna Delvey, a fake influencer, who posed as an elite heiress and defrauded banks, hotels, restaurants, and New York’s elite $2,75,000 to lead a luxurious lifestyle, has been released on parole from the Albion Correctional Center in upstate New York after her prison term was reduced for good behavior. Read more here.
Wheelhouse signs deal with influencer Nikita Dragun
The wheelhouse is a first-of-its-kind disruptive multi-vertical media, marketing, and investment business platform found by Brent Montgomery, founder of Pawn Stars series produced by Leftfield Pictures. The wheelhouse has launched a division designed to develop content from digital influencers and as part of it, signed a deal with influencer Nikita Dragun. Read more on this influencer marketing news here.
Weibo influencer arrested for maliciously distorting the truth
Qiu Ziming, a 38-year-old Chineses blogger and influencer who operates the handle La Bi Xiaoqiu on the Twitter-like platform Weibo, has been arrested over his illegal comments about China’s recently disclosed casualties during last year’s border skirmish with Indian troops in the disputed Galwan Valley. Read more here.
Georgia-based influencer allegedly abused her dog to gain more followers
In the videos shared on social media, Georgia-based 20-year-old Brittany Johnson aka Lovely Peaches reportedly abused her dog. She was charged with abusing her six-month-old Jack Russell Terrier, Max, in an Instagram Live video. Johnson allegedly sprayed the dog’s eyes with perfume, picked it up by the ears, and claimed to have broken its legs. Read more on this influencer news here.
A 25-year-old influencer has been slammed online for flirting with an 18-year-old TikTok star
Nikita Dragun, a 25-year-old influencer is facing backlash for publicly flirting with TikTok star Alejandro Rosario days after he turned 18. She recently received backlash for publicly flirting with a teenage TikTok star. Read more here.
Adsmovil taps into brand affinity to identify the ideal influencer and get maximum results
Adsmovil, a leading digital advertising company is pleased to announce the implementation of advanced audience profile tools for its Social Influencer offering. It allows brands to reach their desired audiences more efficiently to maximize campaign results. Read more on this influencer marketing news here.
Two Instagram influencers altered the iconic Hollywood sign in Los Angeles to read Hollyboob
The Hollywood sign is a historical landmark in Los Angeles, California. Julia Rose, an Instagram travel influencer, along with a fellow influencer Jack Tenney, used tarps to alter the famous Hollywood sign to read Hollyboob. They were spotted by the LAPD surveillance team on video. They were arrested for misdemeanor and trespassing but released later that night. You can read more on this influencer news here.
Hobo Video aims to compile and consolidate influencer news around the world every month at one place via its monthly influencer news for the convenience of its readers. Hope this month’s edition, February 2021 influencer news, is helpful. Feel free to drop a comment for any queries or to leave feedback. You can also read January 2021 influencer news here.