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TikTok Surpassing Facebook in Influencer Marketing Spend in 2022, YouTube by 2024

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When it comes to influencer marketing and the budgets that businesses and brands spend (US) on the digital marketing campaigns, TikTok is set to overtake Facebook by the end of 2022, and projected to continue to climb the mountain, according to TechCrunch.

It’s clear that Instagram is worried about their hold on the top spot, as TikTok continues to climb the ranks, and given the amount of updates Instagram has implemented to make it’s app feel more like TikTok (more on that), the brands are digging in their heels to collide for supremacy atop the influencer marketing mountain.

The report cites a new data study from analysts at Insider Intelligence (previously eMarketer) that indicates that TikTok is set to overtake Facebook in influencer marketing spend within 2022, and will take over YouTube, who currently sits in the second spot, by the year 2024.

Currently within the United States, YouTube is seeing $948.0 million in influencer marketing dollars spent on its platform which is ahead of Facebook’s $739.0 million, but TikTok has already topped YouTube based on marketer usage for influencer centric marketing campaigns.

Also noted were Instagram’s recent rolling back of some recent updates to replicate TikTok, but some kickback, which included a complaint from celebrities like the Kardashians, forced a change in approach.

Instagram could be planning for larger scale changes in the future, so it can slide more fluidly into an influencer marketing centric focus. Whether or not TikTok SEO will force Instagram to embrace search engine optimization style marketing remains to be seen, but change is coming.

Smaller influencers are set to see some growth in opportunities as well, as Instagram’s feed adjustments would allow smaller “micro” and “nano” influencers to get a bigger cut of the revenue cake. To clarify, Nano-influencers are considered to be those with 1,000-4,999 followers, with micro-influencers clocking between 5,000-19,999 followers, and with TikTok content creators who would fit in those categories already generating benefits, it’s vital for Instagram to also point focus in those directions.

The report predicts that “nano” influencer spending will rise 220.5%, and spending on “mega” influencers will grow only 8.0%.

There is also data to show that marketers may prefer to work with smaller creators, for a number of reasons that include cheaper rates and higher engagement rate potential.

“TikTok is surging in popularity for influencer marketing, but it’s still nowhere near Instagram in terms of spending or marketer adoption,” Insider Intelligence principal analyst Jasmine Enberg said. “That’s in part due to the higher prices Instagram creators charge for content, but also because of its wide array of content formats, most of which are now shoppable. Still, Instagram is trying to be more like TikTok so that it can attract smaller creators, which TikTok is known for. That’s key for Instagram to retain its lead in the influencer marketing space, especially as many creators on TikTok now boast follower counts that rival or surpass those on Instagram and YouTube.”

The report closes by predicting that 74.5% of U.S. marketers will use influencer marketing in 2022 and influencer marketing spend will rise by 27.8% to $4.99 billion this year alone.

 

 

 

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Epic Games Store Hits $820 Million in Player Spending During 2022

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Epic Games has officially released financial data related to it’s growing marketplace on PC, showing that $820 million was spent on the Epic Games Store during the 2022 year, and promised support for third-party subscription services and new ‘content hubs’ to help companies promote their titles.

According to the data:

The numbers

  • Total users of Epic Games Store PC: 230 million (up 19% year-on-year)
  • Epic cross-platform accounts: 732 million
  • Daily active users peak: 34.3 million
  • Monthly active users: 68 million (up 10%)
  • Total spending, incl. Epic’s games: $820 million (down 2%)
  • Spending on third-party games: $355 million (up 18%)
  • Free games claimed: 700 million
  • Number of new PC releases: 626
  • Total library of PC games: 1,548 (up 68%)

Epic Games stated on it’s blog that more PC games launched during the 2022 year than in any year prior.

Fortnite, Grand Theft Auto 5, Rocket League, Genshin Impact, and Tiny Tina’s Wonderlands were among the most popular titles related to player engagement and player spending, and Epic Games looks to deepen their focus in 2023 as they aim to improve the store launcher’s performance.

Epic Games also aims to add support for subscription services from third-party publishers and live service products by the end of the 2023 year, adding that they are also working on ‘content hubs’ which will be separate from product pages and will enable publishers to “share information with users in a robust editorial format.”

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California Judge Dismisses Gamers Lawsuit Filed Against Microsoft

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A federal judge in San Francisco has ruled that the group of 10 plaintiffs “[lacked] allegations” in their lawsuit filed last year that claimed Microsoft’s ownerships of Activision Blizzard would harm consumers and competition in the video games market, according to a filing shared by Reuters.

While US District Judge Jacqueline Corley dismissed the case, she also gave the plaintiffs 20 days to refine their lawsuit and resubmit it, and the group’s lawyer, Joseph Saveri, said that there are plans to officially submit an amended lawsuit with “additional factual detail” that will address the judge’s concerns.

It marks a victory for Microsoft, but their battles are far from over as they still face a hearing over the Federal Trade Commission’s legal complaint, which is currently slated to take place in August of this year.

Microsoft and Activision Blizzard originally expected the transaction to be complete by June 30, 2023.

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Super Evil Megacorp Expanding Team for Netflix Project

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Catalyst Black developer Super Evil Megacorp has expanded their team following the announcement of their new partnership with content streaming platform Netflix, which include new additions from big name brands like Blizzard, Ubisoft, and Rockstar Games, according to MobileGamer.biz.

These are some of the appointments:

  • Tim Hume – lead gameplay tech engineer
  • JC Simbulan – lead animator
  • Steven Goodwin – senior technical engineer
  • Jurie Horneman – lead narrative engineer
  • Cassandre Beaumier – production director
  • Milo Casali – senior level designer

Netflix’s vice president and head of external games Leanne Loombe commented on the new title in the works for Netflix.

“It’s a big bet for us and we’re very much focused on creating an ecosystem around the streaming content and the game,” Loombe said. “It’s really a transmedia play for us in this brand new IP.”

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