The two TikTok stars face up to a year in jail and a $2,000 fine
Bryce Hall and friends at a recent party. | Bryce Hall/Instagram Los Angeles city attorney Mike Feuer has charged four people, including TikTok creators Bryce Hall and Blake Gray, for allegedly throwing a series of parties in the Hollywood Hills area in violation of public health restrictions in place to prevent the spread of COVID-19. “We allege that these hosts have been incredibly irresponsible with a highly infection disease spreading,” Feuer said during a press conference. He announced that Hall and Gray were being charged with violating the Safer LA health order and the city’s party house ordinance. “These parties can be really out of control night clubs.” The charges follow complaints from neighbors and mayors about the supposedly raucous parties. Hall and Gray are two of TikTok’s most popular... Continue reading…
Natalie Mariduena has over 4 million followers on Instagram and is known online as YouTube star David Dobrik's childhood best friend and assistant.  When she's not appearing in Dobrik's vlogs or TikToks, she is working beside him to help design items of merchandise or plan out content.  Her involvement in the business started a few years ago as an intern, when Dobrik asked her to come out to Los Angeles and help him out. Mariduena spoke with Business Insider about what it's like to work for Dobrik and explained how his business works. Subscribe to Business Insider's influencer newsletter: Influencer Dashboard. Fans of YouTube star David Dobrik know Natalie Mariduena as "David's assistant Natalie," and his childhood best friend from Chicago. Officially, Mariduena is an executive assistant of David Dobrik LLC, and when she's not appearing in Dobrik's vlogs or TikToks, she is working beside him to help scale the growing business. Mariduena's involvement started a few years ago when Dobrik, who is one of YouTube's most popular creators with 18 million subscribers, asked her to come out to LA and help him out. "I had one more semester of college I had to finish, and my parents would kill me if I just wasted all that money," Mariduena told Business Insider. So instead of dropping out, she left Chicago in 2017 and flew out to LA to complete an internship with David Dobrik LLC for college credit. "His business was growing significantly and he needed an extra hand," she said. "And I was always kind of that sisterly, responsible figure." Since then, Mariduena and Dobrik have become celebrity-level influencers, with the media constantly speculating if they are dating (they aren't), new TV projects with Discovery and Nickelodeon, and most recently, expanding into a new $9.5 million LA mansion. "Although I was hesitant at first, I'm so happy I did make the decision to move out here and work with him," Mariduena said of working with Dobrik. "It evolved from it being this internship for credits to this real role that I have in executing whatever business he's in." 'David and I do everything together' Even though Dobrik and his squad are massively popular online, those who aren't tapped into the world of influencers may not understand their business. "Even my parents," Mariduena said. "They are still confused because there isn't really a job description or proper title." "I definitely came into it with this perspective like, OK, I'm going to do this six-month internship and then I'll move back to Chicago and keep living my life," she continued. "I quickly found that wasn't going to be the case and that I actually wanted to stay in California and working with David for a long period of time." Since then, Mariduena has become an influencer herself, with 4 million followers on Instagram, a manager of her own (she's signed with Digital Brand Architects), brand deals, and even 215,000 followers on her closet account (a separate account some influencers make specifically for outfit pictures). But she said that everything she does is a part of the larger team.  "As much as I have my own following and things like that, David and I do everything together and it's not really so much me doing my own thing, as much as like there's a lot of females who follow David and have followed me and attach to our storyline and this friendship," she said. When it comes to his videos, Dobrik is often the man behind the camera and he relies on his friends to help him create interesting content.  "Whenever he makes a decision there are like ten people involved," she said. "I think that's kind of what's so important, and how we continue to work together as such a good team." david dobrik llc has the best employee benefits — sophie (@ultraneedy) March 3, 2020 A day in the life working for a YouTube star Since the coronavirus pandemic hit the US, Dobrik has halted filming weekly videos for his YouTube channel. He hasn't posted a video since April and he stopped his regular uploads in March. Mariduena said they do want to get back into creating YouTube videos again. But for now, Dobrik is focused on his latest project, a TV show for Discovery, and filming content for TikTok (he recently became one of 19 recipients to get money from TikTok's new creator fund.) During the week, Mariduena is usually with Dobrik helping him on set or attending meetings. And in general, their schedule is a lot less exciting than what's shown in his four-minute vlogs, she said.  "It's a lot more mundane than people think," she said. "It's a lot of emails, calls, a lot of sitting around and scrolling through social media and seeing what people like. Especially during quarantine there are several times where we will just go back and watch the old vlogs and reminisce on how much fun we had and how we did it."  Her "all-time favorite moment" was the day Dobrik married Lorraine Nash, who is the mom of Vlog Squad member Jason Nash. The marriage was a prank and lasted about a month. Dobrik filmed the wedding, which took place in Hawaii, and that video has 12 million views.  "They had a conversation that day and then later that night we were on a plane to Boston to propose to his mother," Mariduena said. "It was so epic."  Her second favorite experience was a brand trip with the video game company Electronic Arts. "One of the most lavish vlogs that we did was we went to Miami with EA and they rented us a private plane and we went and picked up our friend in Chicago – there were cars, a party and the beach, a yacht, just the most epic vacation you could ever think of, and it was just so awesome because we could do it together," she said. "Those are the best moments. When we are all taking trips together."  Believe it or not our beards grow really quick, thankfully @dollarshaveclub now has the Double Razor Share Pack so we stay looking cuuute #ad A post shared by Natalie M (@natalinanoel) on Mar 16, 2020 at 12:04pm PDT on Mar 16, 2020 at 12:04pm PDT   Inside the business working with brands, building an app, and creating merchandise    There are a number of lucrative ways influencers have expanded their businesses, like working with brands on long-term partnerships and selling merchandise.  "I definitely did not understand – especially a few years ago – how influencers and social-media personalities were monetizing," Mariduena said. "If you're not in it, it's really hard to understand." Last December, Dobrik's business branched out into the app world by launching "David's Disposable," a photo app designed to mimic the experience of using a disposable camera. The app gained 2 million users in two months, and Mariduena is a part of the growing the team working to launch a new "more fleshed out" version called "Disposable 2.0" by the end of the year.   In March, Dobrik told The Wall Street Journal that custom merchandise from Fanjoy made up the majority of his income. The company helps him design, develop, and distribute a new collection of sweatshirts, T-shirts, and other branded items about once a month. Mariduena is in communication with Fanjoy on an almost daily basis helping with design concepts for future collections, Fanjoy CEO Chris Vaccarino told Business Insider. "For me specifically, I love fashion and I love clothing," Mariduena said. "That's what translates into my relationship with Fanjoy, and why I'm so hands-on there is because I genuinely love it and think it's so fun to see someone out that's wearing a design that I came up with."  Outside of merchandise, Dobrik's business also runs on brand deals, and Mariduena said she's helped a lot with those projects as well. Dobrik is known for putting his own spin on the deals he does, like using the brand's money to surprise friends with gifts like a new Tesla, or by paying off their college tuition. Mariduena said brands should understand and be receptive to influencer campaign tweaks or changes, because that is what's going to make a campaign "instantly more successful." She said some brands trusted them with that off the bat, and slowly more are starting to understand.  Overall, being successful online is "a lot of hard work and a little bit of luck," Mariduena said.  "The No. 1 thing that I've learned working with David, and having the role that I do, is everything that he does is very quick, whether that's the YouTube videos or when he has an idea he wants it executed very quickly," she said. "A lot of the people that we partner with understand that about David, and how we get all these fun things done so quickly is that mutual understanding, and they trust that we are going to make something cool." Read more about Dobrik and the influencer industry on Business Insider: How YouTube star David Dobrik and SeatGeek created one of the most effective influencer marketing partnerships Inside the rise of Fanjoy, from selling music T-shirts to dominating influencer merchandise with YouTube star clients like David Dobrik and Jake Paul A YouTube video editor who works with David Dobrik's Vlog Squad told us what it's like to film top creators, from private jets to quick turnarounds Join the conversation about this story » NOW WATCH: The rise and fall of Donald Trump's $365 million airline
Addison Rae Easterling, the TikTok star with over 55 million followers, launched Item Beauty, her first brand, on August 11. Easterling recently came in No. 1 on Forbes' highest-earning TikTok stars list and was estimated to have made $5 million in yearly income. Easterling launched Item Beauty in partnership with Madeby Collective, a brand incubator that uses data from its sister company Ipsy to develop new beauty brands and products.  Business Insider spoke with Easterling, her team at talent agency WME, and Madeby about how it all came together behind the scenes.  Subscribe to Business Insider's influencer newsletter: Influencer Dashboard. When the beauty and makeup brand incubator Madeby Collective was scouting for a face to lead a new Gen-Z beauty brand, its data said there was one influencer it definitely had to consider: TikTok star Addison Rae Easterling. Madeby (previously Ipsy Labs) is a sister company of Ipsy, a beauty subscription service, and uses Ipsy data from 25 million users to create new product lines based on reviews and feedback. In fall 2019, Ipsy Labs launched its first beauty line, Complex Culture, which was aimed at busy millennial customers. In January, with an expanded ambition and rebrand as Madeby, the company reached out to the Hollywood talent agency WME, which had recently signed Easterling. "The pitch was really loose," Alex Devlin, a digital agent at WME who spearheads Easterling's brand partnerships, told Business Insider. "It was definitely kind of a skeleton. They wanted to be able to build a brand that reached Gen Z, which is exactly what we wanted to do." Madeby's data research had found that clean ingredients, "no-makeup makeup," and authenticity were the most important values in a beauty product for Gen Z. Easterling, whose star was rising rapidly and is one of TikTok's top creators, currently with 55 million followers, embodied those trends. "We immediately gravitated towards Addison as we started to better understand what makes Gen Z tick," Madeby senior VP Jennifer Gosselin said. "She has this contagious confidence and optimism, that combined with her resilience and self-acceptance, I think that's why she's connected with so many people." Easterling's team was also looking to rapidly expand her business. This month, Easterling came in at No. 1 on Forbes' list of top-earning TikTokers with an estimated $5 million in yearly income, after a flurry of deals with brands like Fashion Nova, Reebok, and American Eagle, and other ventures like her own merchandise collection with Fanjoy. But one of WME's big goals for Easterling — even back in January — was helping her launch her own Gen-Z-focused beauty line. "We had started reaching out to a couple of different companies," Devlin said. "Mainly companies that had brand building and not necessarily going directly to other brands that we could just do a partnership with, but people that actually could support her vision." Easterling gravitated toward Madeby's approach, she said. "They approach beauty the way I do in that it's about self-expression and self-acceptance, and not about achieving some level of perfection," she said. The result of the partnership is Easterling's new brand Item Beauty, which officially launched August 11.  Item Beauty launched with six products, including the "Lash Snack" (mascara) and "Lip Quip" (lip oil), which are all clean-beauty products and priced between $14 and $22. While it is now available on its website, the line will also be included in Ipsy's subscription service (which has over 3 million subscribers to its Glam Bag program) in the fall. Inside the process of creating Item Beauty After getting the initial go-ahead from Easterling's team, Madeby's team quickly flew out to LA to sit down with the WME team to talk details and process. "From there, Addison dove right in and really had her hand in the creative, in the marketing, in the product, what the products were going to look like, what they were going to be," Devlin said.  Easterling worked with Madeby's team, which numbers 40 staffers and works with over 40 different third-party manufacturers across 12 countries. Easterling tested every product and took part in the product development and brand messaging. She said creating "clean products with natural ingredients that are not only good for my skin, but enhance my natural features" was her top priority. The mascara, for example — part of Easterling's TikTok signature beauty look — advertises maximum volume and uses clean ingredients like castor oil and coconut oil. Easterling also contributed her own ideas to the brand name and messaging too, such as the "Me and Myself" language, which was part of the campaign. And her WME team said it was already looking ahead, thinking about new products, new messaging, and how to build Item Beauty into a bigger brand. Devlin also said that when negotiating Easterling's brand deals and partnerships like Item Beauty, the WME team is prioritizing long-term deals and business ventures over "one-off" opportunities where Easterling's name and face are tacked on. To read more about how TikTok stars like Addison Rae are building careers, check out these Business Insider stories: TikTok influencers reveal all the ways they're making money despite the app's limited monetization features: TikTok creators can earn big paychecks by doing brand deals, paid song integrations, app marketing, merchandising, and pushing product sales for storefronts on other websites like Etsy and Depop. How a clothing reseller used TikTok to double her sales to over $7,000 per month on the social shopping app Depop: After going viral on TikTok in May, Rogue has tripled her following on Depop and has since doubled her monthly sales. We spoke to Rogue about how she's using TikTok to grow her audience and sales. The TikTok metrics that matter for a successful sponsorship deal between an influencer and a brand, according to industry insiders: Business Insider spoke with an influencer talent manager and a digital agent about some of the metrics they see brands paying attention to in 2020 on TikTok. Join the conversation about this story » NOW WATCH: The rise and fall of Donald Trump's $365 million airline
Photo by Eric Espada / Getty Images Jake Paul finally commented on the Federal Bureau of Investigation’s raid on his home last week, saying that the search was related to a “looting” incident at an Arizona mall in May. “There are rumors about it having to do with so many other things that have nothing to do with me or my character, and the shit that people are making up is absolutely absurd,” Paul said in a video that appears to have been deleted but was captured by TMZ. The FBI raided Paul’s home in Calabasas, California, on the morning of August 5th. The bureau later confirmed that it was investigating “allegations of criminal acts” related to the incident at the mall. Police in Scottsdale, Arizona, had previously called the incident a “riot” and filed misdemeanor... Continue reading…
Somewhere between the first Transformers movie from Michael Bay earning $700M domestically and YouTube star Jake Paul getting nearly 14 million views for a video of him fighting another influencer we lost our way. Don’t get me wrong, I love the first Transformers movie and I totally get Jake Paul’s appeal to a certain demographic. There’s room in the world for both of these things. What they represent isn’t new; anti-intellectualism has always been mainstream entertainment’s lynchpin (see: 1980s action movies, Laurel and Hardy, Jackass, and Borat). Unfortunately the emergence of big screen special effects for the independent film maker and… This story continues at The Next WebOr just read more coverage about: YouTube
YouTube creator Shelby Church has 1.5 million subscribers and films videos on her channel about photography, technology, and her Tesla.  YouTube creators like Church who are a part of the YouTube Partner Program can earn money on their channels by placing ads within a video. One of the videos she filmed in June 2019 went viral and today has over 8 million views on YouTube. The video's subject is how much money YouTube paid her for 1 million views. Church spoke with Business Insider and shared how much money her video with 8 million views earned in AdSense revenue.  Subscribe to Business Insider's influencer newsletter: Influencer Dashboard. This is the latest installment of Business Insider's YouTube money logs, where creators break down how much they earn. Explaining how much money you make from YouTube can sometimes earn you even more. YouTube creator Shelby Church, who has 1.5 million subscribers, told Business Insider that her video titled, "This Is How Much YouTube Paid Me For My 1,000,000 Viewed Video (not clickbait)," continues to earn her money each month and went viral shortly after she uploaded it.  Today, the video has around 8 million views and has earned $34,000 so far, and continues to earn money, according to Church's YouTube dashboard viewed by Business Insider.  To start earning money from YouTube videos, creators like Church must have at least 1,000 subscribers and 4,000 watch hours in the past year. Once they reach that threshold, they can apply for YouTube's Partner Program. Overall, the program allows creators to start monetizing their channels through ads, subscriptions, and channel memberships. Making money through Google-placed ads isn't the only form of revenue for many digital stars. Creators on YouTube earn their money a number of ways, from sponsorships to selling merchandise. What factors impact how much money a video will make on YouTube Although this is Church's most viewed video, Church said it isn't the most amount of money she's earned from one video. Her video on fulfillment by Amazon, which has 2.5 million views, has earned $48,000, according to a screenshot of Church's creator dashboard viewed by Business Insider. This is because some videos earn a higher rate from advertisers based on factors like the video's topic or its audience demographic, like where the audience lives and their average age. In general, advertisers on YouTube also pay more for a business-related video than a vlog or clothing haul. "I was a little nervous people would be bitter about how much YouTubers make," Church said. "But I think it shows that YouTubers don't always make a ton of money, and it really depends on what kind of videos you're making." For more on Church's YouTube business, read these posts on Business Insider:  A YouTube star breaks down how much money a video with 1 million views makes her How much money YouTube paid a creator with 1.4 million subscribers during 2019 2 YouTube creators told us how much money they earned from videos with 4 million views Join the conversation about this story » NOW WATCH: July 15 is Tax Day — here's what it's like to do your own taxes for the very first time
The amount of travel and tourism sponsored content from influencers has rebounded by 34% since bottoming out in April, according to a recent report from Izea, an influencer-marketing tech company. Across the travel and tourism industry, sponsored content has been steadily increasing over the course of the past few months but has not returned to pre-pandemic levels. While travel content has begun to make a comeback, influencers are still at the center of several controversies when it comes to sharing travel-focused posts and content that features them not following social-distancing guidelines. Subscribe to Business Insider's influencer newsletter: Influencer Dashboard. Travel is still out of the picture for many Americans as the coronavirus pandemic continues to spread and affect millions of people. But for some influencers, sponsored-content opportunities related to tourism and travel are rebounding after hitting rock bottom in April, according to a recent report from Izea, an influencer-marketing tech company. In the first few months of the pandemic, many travel-focused influencers saw their trips, sponsorships, and brand deals canceled or postponed. Their careers faced new unknowns, and some creators pivoted to at-home content categories, such as fitness, cooking, and lifestyle. "I focus on luxury travel, and that is definitely not what people were thinking about in mid-to-late March and in all of April," Christina Vidal, an influencer, told Business Insider in May.  But as the months have passed, travel has slowly picked back up (though it's still well below pre-pandemic rates) as some restrictions are eased. On August 6, the US State Department lifted its "do not travel" advisory, which had encouraged citizens to avoid international travel since March 19. As more cities navigate reopening this summer, travel and tourism brands are looking to influencers to ease customers back in through social-media marketing. That has meant an increase in sponsored content. According to the Izea report, the amount of travel and tourism sponsored content had increased 34% in July from its low in April (which was down 66% from March). The report looked at over 520 million pieces of social content from over 4.5 million influencers between August 2019 and July. Here is the full chart from Izea: Izea also said that within the travel and tourism sector, hotels were seeing "the largest increase in sponsored content volume since hitting bottom" in April and had seen an increase in engagement rates. Airline content, however, had lagged and seen a spike in "negative sentiment" around its shared posts. Influencers have been at the center of several controversies for promoting travel and not following social-distancing guidelines But the increase in travel content from influencers has also brought controversy. In June, Clubhouse BH (a TikTok influencer group based in California) launched a "travel house" named Clubhouse Explore with a three-part video series documenting a trip of 16 influencers to Tulum, Mexico. "Have y'all forgot about the pandemic?" one user commented on a Clubhouse Instagram post. "So are influencers like immune to coronavirus?" another commenter wrote on one of its YouTube vlogs. Clubhouse manager Chris Young said one fitness brand decided to not renew a contract with a Clubhouse influencer after the trip, though he said he didn't consider the trip a mistake. Other travel influencers, like Sarah Dandashy (@askaconcierge on Instagram), have also continued to travel and share content on their feeds. "Some people think it's too soon to travel; others question if it's ethical to act like all is normal when things are not normal," Dandashy told Business Insider earlier this month. "But generally, I find that people are really looking to those individuals who are traveling now to get a sense for what it's like." Besides traveling, some influencers have been criticized for throwing and attending parties in Los Angeles and not following social-distancing guidelines. For more about how the influencer marketing industry is evolving as a result of the pandemic, read these Business Insider stories: Travel Instagram influencers are finding new ways to earn money with the industry frozen and are moving into categories like food and fitness How the coronavirus is changing the influencer business, according to marketers and top Instagram and YouTube stars Houseplant sales are booming and so are 'plantfluencers,' the social-media creators sharing plant tips, products, and content Join the conversation about this story » NOW WATCH: We tested a machine that brews beer at the push of a button
At the beginning of quarantine, it was a lifeline for folks missing the thing people used to call “going out.”
The parent company behind TikTok is in discussions with Microsoft and other US tech companies about acquiring the viral app's US operations. Mark Zuckerberg was asked at a recent Facebook all-hands meeting whether the company was interested in acquiring TikTok, BuzzFeed reports. Although Zuckerberg refused to comment on Facebook's business strategy, he did address Donald Trump's threatened ban of TikTok in the US. "It's a really bad long-term precedent, and that it needs to be handled with the utmost care and gravity whatever the solution is," Zuckerberg reportedly said. "I am really worried…it could very well have long-term consequences in other countries around the world." Visit Business Insider's homepage for more stories. Mark Zuckerberg reportedly told Facebook employees he's "really worried" about the implications of a potential US-wide ban on TikTok. BuzzFeed reports that Zuckerberg addressed TikTok's "extraordinary circumstance" at a recent-all hands meeting with Facebook employees. Donald Trump recently threatened to ban the viral video-sharing app in the US due to its ties to China, and insists he'll do so unless a US tech company acquires TikTok's US operations. "I just think it's a really bad long-term precedent, and that it needs to be handled with the utmost care and gravity whatever the solution is," Zuckerberg reportedly said. "I am really worried…it could very well have long-term consequences in other countries around the world." TikTok's parent company, ByteDance, is scrambling to find a buyer of its operations by Sept. 15. If they don't meet that deadline, Trump says he'll instate a nationwide ban on the viral video-sharing app.  Employees reportedly asked Zuckerberg whether Facebook was interested in acquiring TikTok, but the CEO refused to comment on the company's business dealings. Reports have recently valued TikTok as a whole between $30 billion and $50 billion, and Microsoft's portion as between $10 billion and $30 billion. Microsoft has emerged as the frontrunner in discussions, and has publicly confirmed it's interested in buying TikTok's operations in the US, Australia, Canada, and New Zealand.  Since TikTok came to the US in 2018, it's been a dominant force, outperforming US-based apps that have attracted younger audiences, like Facebook-owned Instagram. A Facebook representative said back in July 2019 that TikTok was one of its main competitors. Since then, Facebook has been working on its own competing feature to take on TikTok. The short-form video-creating format, called Instagram Reels, launched in the US this week as TikTok faces a possible ban. The Trump administration has been threatening to ban TikTok since early July due to perceived national security risks because of its ties to China through ByteDance, whose headquarters are based in Beijing. Questions have circulated regarding around how much access and influence the Chinese government is afforded over the app's user data and content moderation, although TikTok has consistently said it wouldn't share such information if asked.  SEE ALSO: The rise of Jake Paul, the YouTube megastar whose home was raided by the FBI as part of an ongoing investigation Join the conversation about this story » NOW WATCH: A cleaning expert reveals her 3-step method for cleaning your entire home quickly
Jake Paul is a 23-year-old YouTube star who got his start on video-sharing app Vine. The former Disney Channel actor has nearly 20 million subscribers on YouTube, where he posts vlogs and pranks. Paul appeared to marry fellow YouTuber Tana Mongeau in 2019, but it was later revealed that the marriage was fake.  The FBI raided Paul's Calabasas, California mansion on Wednesday as part of an ongoing investigation into unspecified "criminal acts" regarding Paul's May visit to a Scottsdale, Arizona, mall, an agency spokesperson said.  Visit Business Insider's homepage for more stories. Jake Paul, 23, is one-half of the Paul brothers, two of the most recognizable and controversial YouTube stars. Paul garnered online fame on Vine before even graduating high school, and found early notoriety as a star on Disney Channel.  Since then, Paul has gained millions of followers across social media who watch his outlandish pranks and vlogs, often featuring his many friends and collaborators in his Calabasas, California, mansion.  Forbes estimated in 2017 that he was worth $11.5 million. But his career has also been marked by a string of controversies. Most recently, Paul's mansion was raided by the FBI as part of an ongoing investigation related to his presence at an Arizona mall in May that was looted and vandalized. Law enforcement officers seized several guns from the property, a spokesperson for the Los Angeles Sheriff's Department confirmed to Insider.  Here's everything you need to know about YouTube star Jake Paul:SEE ALSO: Logan Paul reveals his plans to become a professional boxer, release a music album, and try out TikTok in the future Jake Paul was born on January 17, 1997, and grew up in a suburb of Cleveland with his parents and older brother (and fellow YouTuber), Logan. Source: Cleveland Plain-Dealer The two brothers started making videos as children after their father gave them a video camera one year for Christmas. Jake, who was 10 at the time, said he and his brother would film "comedic bits" around the house. "We were posting them to YouTube and just generally having a good time, and the people at school thought we were funny," he told the Cleveland Plain-Dealer in 2016.   As a sophomore in high school, Jake Paul joined the wrestling team. He got "really serious" about it, and video making with his brother took a back seat. Source: Cleveland Plain-Dealer However, that changed when the video-sharing app Vine came out in 2012. Paul said he downloaded it "the first day it came out," and he gradually rose in popularity on the app. By the time Vine shut down in early 2017, Paul had 5.3 million followers and nearly 2 billion video plays. Source: Insider, Cleveland Plain-Dealer "We didn't care what people thought. We were the loud brothers from Cleveland, kind of crazy, and that made us relatable," Paul said in a 2016 interview. "We were in the right place at the right time, and we were making more money than our parents before we knew it." Source: Cleveland Plain-Dealer When it came time for his senior year of high school, the younger Paul brother decided to finish his diploma online and move to Los Angeles with his older brother. "We knew we had to move to Los Angeles if we wanted to pursue this as a full-time thing," Jake Paul said. "We immediately started taking acting and improv classes and making connections, while still doing the video thing." Source: Cleveland Plain-Dealer Paul's first film role came thanks to YouTube: He was cast in "Dance Camp," a movie the platform debuted on its paid streaming subscription service, YouTube Red. He also scored small roles in films like "Mono" and "Airplane Mode," in which his brother was the main character. Source: Mashable, Cleveland Plain-Dealer Paul entered the mainstream when he was cast in 2015 as the main character in a Disney Channel show called "Bizaardvark." Paul said his character, Dirk Mann, was "a perfect fit" for him. In the show, Dirk was an online video star that hosted a channel where he performed crazy stunts and challenges. Source: Cleveland Plain-Dealer As his acting career took off, Paul formed Team 10, a group of social media influencers that he essentially took under his wing to make content with and groom into even bigger stars. The earliest members of Team 10 members included social media stars like Alissa Violet, and Lucas and Marcus Dobre. Team 10 moved into an $18,000-a-month rented house in Los Angeles' Beverly Grove neighborhood in August 2016. Source: Hollywood Reporter Alongside acting, Paul continued to create content on YouTube, where his channel now has over 20 million subscribers. His channel hosts videos of over-the-top stunts, wild vlogs, and Jackass-style challenges. One of his earliest attention-grabbing stunts took place when he was invited to the White House in January 2017 for a social media event, along with other online stars. Paul proceeded to sneak away from the crowd, hideout for hours in the White House bathroom, and sneak out in the middle of the night without being caught by security. Source: The Sun That same month, on his 20th birthday, Paul officially unveiled TeamDom, a creative talent agency aimed at helping influencers grow their audience and secure brand deals. Paul announced TeamDom had raised $1 million in venture capital, and Team 10 as the agency's talent roster. Source: TechCrunch It didn't take long before Team 10 started to get more attention — but not the positive kind. Team 10 member Alissa Violet was kicked out of the squad's house in early 2017 after Paul publicly accused her of cheating on him, and a feud between the former couple ensued across social media. Source: Seventeen In July 2017, neighbors living around the Team 10 house complained that Paul had turned their quiet community into a "living hell" and "war zone," and that it was frequently invaded by screaming teenage fans because Paul publicized his address online. Source: KTLA Neighbors were debating whether to file a class-action public nuisance lawsuit against him, but Paul and Team 10 had moved out of the neighborhood and into a new home in Calabasas by October 2017 (pictured below). That didn't stop the landlord of the former Team 10 house from filing a $2.5 million lawsuit against the YouTuber in 2018 for allegedly trashing the rented house. Source: KTLA, Tubefilter Paul felt the fallout from the incident with the Team 10 house and its neighbors. Disney announced that Paul would not return to his role on "Bizaardvark" for the second season. "At this point in time I am wanting to focus more on my personal brand, my YouTube channel, business ventures, growing Team 10, and working on more adult acting roles," Paul wrote on Twitter. Source: Variety Beyond Team 10, Paul has also ventured into music and has released a flurry of songs over the years. One the music videos for his song called "It's Everyday Bro" is the third-most-disliked video on YouTube, with over 4.4 million thumbs downvotes. Source: Business Insider Paul's music has also been a source of controversy. In a video leaked in January 2018, Paul dropped the n-word twice while freestyle rapping. A source told TMZ at the time that Paul had "matured a lot" since the video was recorded. Source: TMZ Around this time, Paul started dating YouTuber and model Erika Costell. Costell was briefly Team 10's chief operating officer after the former COO left in May 2018. The couple broke up at the end of 2018, and Costell also departed from Team 10. Source: Crunchbase, Famous Birthdays Team 10 is no longer the influencer collective it once was. Over the years, members have come and gone amid controversial management, relationships, and drama. Two transgender YouTubers said they were kicked out of the Team 10 house after a video editor told them they weren't "real girls." The YouTube channel and Instagram page for Team 10 have not been active since September 2019. The group's Instagram bio reads: "who will leave next? stay tuned!!!!!!!"  Instagram Embed: // Width: 540px   Paul drew negative attention in 2019 for actions both on and off of YouTube. Paul was criticized for advertising "mystery boxes" on his channel derided as scams, and was reportedly the subject of a police investigation related to allegations that a woman was drugged at a party held at Paul's Team 10 house in May 2019.  Source: Insider, Business Insider In 2019, fans followed Paul along his wild ride of a relationship with fellow YouTuber, Tana Mongeau. The couple started dating in May 2019 in what many speculated was a joke. The couple maintained that their love was real.  Source: Insider The following month, Paul proposed to Mongeau on her 21st birthday. He also bought her a car worth more than $120,000 to celebrate. The sudden engagement sparked even further rumors that the relationship was inauthentic. Source: Business Insider Paul and Mongeau got married in July 2019 in a Las Vegas wedding that reportedly cost $500,000. Photos of the wedding showed Paul, Mongeau, and their friends flying in on a private jet, a brawl breaking out seconds after the couple was pronounced husband and wife, and Paul cutting the wedding cake with a "Game of Thrones" replica sword. Source: Business Insider It's since come out that Paul and Mongeau's marriage isn't legally binding on paper, but they insisted that the love between them was real. Paul later revealed that the couple was "open." "Any wedding I have, if I have three more f---ing weddings, I really wouldn't want to do it on paper because I think that legally binding yourself to someone takes away the love," Mongeau said. Mongeau released a YouTube video on December 29 where she hinted that her and Paul's relationship had gone downhill since their wedding night — which she called "just hell." Days later, the couple announced they were "taking a break" from their relationship "to focus on our own very crazy lives." In an Instagram post, Paul wrote: "This is bitter sweet but it's what's best for us right now." The two remain close friends.  Source: Insider Paul has continued to fight in boxing matches. Paul, who wrestled in high school, has followed in his older brother's footsteps by participating in various boxing boxes. He is currently preparing for a match against Nate Robinson, a former NBA player, in September.    Paul was charged in May with unlawful assembly and trespassing after video showed him at a mall that was being looted and vandalized in Scottsdale, Arizona. In May, Paul was charged with criminal trespassing and unlawful assembly after he and his videographer Andrew Blue had both posted footage on Instagram that showed chaos and vandalism at the Scottsdale Fashion Square mall in Arizona. Paul denied the allegations on Twitter. "For context, we spent the day doing our part to peacefully protest one of the most horrid injustices our country has ever seen, which led us to being tear-gassed for filming the events and brutality that were unfolding in Arizona," he said in a May 31 tweet.    Paul came under fire for partying during the COVID-19 pandemic — and even drew ire from the city of Calabasas' mayor. As cases of the novel coronavirus continued to spike throughout Los Angeles, many influencers and creators — including Paul himself — continued to party and flout social-distancing guidelines. Paul hosted a day-long party at his Calabasas home in July as he filmed a new music video. Guests of the massive party documented their day on Instagram, showing many of them without face coverings both inside and outside of the home. Bryce Hall, Mongeau, and Arman 'Armani' Izadi were among the guests.  Tweet Embed: // NEW: The mayor of Calabasas & neighbors tell me they're outraged after they say YouTube celebrity @jakepaul threw a massive party at his mansion on Saturday. They call it irresponsible, selfish, & say it's businesses & workers who pay the price for this w/ lockdowns. 10pm @FOXLA   Calabasas Mayor Alicia Weintraub told local Fox affiliate network Fox 11 that she was outraged by the event. "They're having this large party, no social distancing, no masks, it's just a big, huge disregard for everything that everybody is trying to do to get things back to functioning," she said.  In an interview with Insider, Paul said he wasn't sure if he would give up partying during the pandemic. After his party stirred up controversy, Paul told Insider's Kat Tenbarge in a phone call on July 31 that "everything is cool" with the Calabasas mayor. "I don't know what to think of it, to be honest. I don't think anyone really does," Paul said of the pandemic. "No one has answers, our leadership is failing us, and everyone kind of just doesn't know what to do. But I personally am not the type of person who's gonna sit around and not live my life."  On Aug. 5, Paul's Calabasas mansion was searched by the FBI as part of an ongoing investigation related to the Scottsdale mall incident, a spokesperson for the agency's Phoenix field office told Insider.     The search was an execution of a federal search warrant. Los Angeles Sheriff's Department officers assisted the FBI's search, a spokesperson said, transporting several guns from the property. The FBI could not comment on whether the guns were being used as evidence in the investigation because of the sealed affidavit.  Agents in Las Vegas also searched the mansion of 'Armani' Izadi, Paul's longtime friend and collaborator who also officiated his faux wedding with Mongeau in 2019. Soon after the raid on his home, Izadi posted Instagram story videos with several bikini-clad women at the hot-pink mansion.  Izadi is an accused pimp who has pleaded guilty to attempted battery with substantial bodily harm, The Daily Beast reported in 2018.  In 2013, Izadi was indicted on 20 counts of pimping, robbery, battery, and kidnapping. Investigators described a "prostitution ring" that Izadi would lure women into under false pretenses. "Izadi lured women to his prostitution ring with promises of immense wealth, his companionship, and most of all, his protection," the Las Vegas Review-Journal reported in 2013 after reviewing police records.  Izadi took a plea deal, pleading guilty to one count of pandering, the legal term for pimping, the Las Vegas Review-Journal reported.   In an interview with the YouTube drama reporter Daniel Keem (a.k.a. Keemstar), Adam Quinn, a former manager of Izadi and Paul's YouTuber collective Team 10, said that he left his job because of Izadi's allegedly nefarious behavior.
While the short-form video app TikTok offers relatively few ways for its creators to make money, the app's top stars have found a variety of means to earn a living from their large followings. TikTok creators can earn big paychecks by doing brand deals, paid song integrations, app marketing, merchandising, and pushing product sales for storefronts on other websites like Etsy and Depop. We broke down the seven main ways influencers on TikTok can earn money. Subscribe to Business Insider's influencer newsletter: Influencer Dashboard. TikTok is still in the early stages of releasing features that allow its creators to make money. Unlike competitors like YouTube and Facebook that run advertising alongside videos and share revenue with creators, TikTok's built-in monetization features remain relatively limited. The company offers a "virtual gifts" feature that allows creators to earn money while livestreaming by receiving digital "gifts" from fans that can be converted into cash. It built a creator marketplace platform to help marketers connect with its top stars for potential brand deals. And TikTok announced in July that it's setting aside $200 million (and up to $1 billion over three years) to pay influencers who are "seeking opportunities to foster a livelihood through their innovative content." But many creators hoping to earn a living from TikTok don't rely on the app's built-in monetization features, turning instead to a variety of alternative revenue streams like paid song integrations, brand deals, app marketing, merchandise, and promoting product sales on other websites like Etsy and Depop. And often with the help of a manager or agent, creators land lucrative sponsorship deals with major brands like American Eagle or Chipotle. The top TikTok creators are earning huge paychecks. On Thursday, Forbes released a ranking of the top-earning TikTok stars in the last year, with Addison Rae Easterling taking the top spot at $5 million, followed by Charli D'Amelio at $4 million.  Business Insider spoke with influencers across a variety of content categories to learn how they're making money on the app. Here are the seven ways that creators are generating revenue through their TikTok accounts:Music marketing (song integrations) TikTok has become a major promotional tool for the music industry. Songs can take off on TikTok by accident, as with the sudden surge in popularity of Matthew Wilder's 1983 hit "Break My Stride" earlier this year. In other instances, marketers or artists try to make songs trend by tapping into existing TikTok fads, creating original songs, or adapting tracks for TikTok's short-video format and hiring influencers to promote them. For TikTok influencers, promoting songs can be a reliable (and quick) way to earn extra income from the app. "The biggest marketplace on TikTok is music sponsored posts," TikTok creator Jack Innanen said. "I don't do dance videos, and I don't do videos with music, so I miss out on that entire market." Ariell Nicholas Yahid, a talent manager at the TikTok-focused talent-management upstart the Fuel Injector, said his company would facilitate four to five paid song integrations a week for the company's TikTok creators. "It seems like a lot, but in the music industry there's about 100 songs a week, " Yahid said. "Every music label, every record label, they have a budget now for TikTok because it's becoming so huge." The starting rate for a song integration is in the low hundreds of dollars but can go well above $5,000 for a single post, industry insiders said. Read more on TikTok music marketing: TikTok influencers are getting paid thousands of dollars to promote songs, as the app becomes a major force in the music industry How a media company that turns songs into TikTok trends helped 'Sunday Best' appear in over 20 million videos and become a global hit on Billboard and Spotify App marketing Influencers and marketers told Business Insider that a single TikTok app promotion can generate tens of thousands of dollars in revenue for a creator.  "I started doing apps around four weeks ago, and it was a gamechanger," said Reagan Yorke, a 19-year-old college student who was recently paid tens of thousands of dollars to promote the group video chat app Bunch to her 2.5 million TikTok followers. Yorke worked with the app-marketing company Yoke, which provided her with a tracking link to add to her TikTok bio that would give her credit for any app installs she drove from her account. On June 14, she posted a video promoting Bunch to her followers, and the video took off, driving 11.5 million video views, 2.5 million likes, and 531,000 shares to date. "I literally posted it right before I went to sleep," Yorke said. "I woke up the next day and I had like $20,000 in my account, so I was just like, is this real?" Read more about app marketing on TikTok:  TikTok influencers say they're making tens of thousands of dollars by promoting apps in videos: 'There's not really a limit on how much you can earn' Working with a brand on sponsored content Influencers can land sponsorships through TikTok's monetization team (which reaches out to creators), using a brand or agency, or from a record label. For an official TikTok campaign, such as a "Hashtag Challenge," TikTok will provide the sponsorship to the creator directly. TikTok creator Cosette Rinab (2 million TikTok followers) told Business Insider in January that she earns most of her revenue through sponsored posts on TikTok.  Rinab has landed sponsorships with brands like Bumble, Hollister, and Universal, and there are also some management firms, like Whalar Stars and Amp Studios, that help creators land deals and opportunities. In the beginning, Rinab managed her TikTok business on her own. Now she is represented by the talent agency CAA. "At the end of the day, they are paying for a commercial to be produced and posted on the page," she said. "It's really important to know the value in that and know what they are getting out of it, and how your time should be compensated."  David White, the head of influencer management at Whalar Stars, told Business Insider in January that the factors considered when pricing a TikTok campaign generally are the creator's audience size, commercial licensing, brand exclusivity, and campaign scope. He said an audio integration for a record label was priced significantly less than an official brand sponsorship. Read more on sponsorships:  A college TikTok influencer with 1.6 million followers explains how much money she makes — and her 3 main sources of income How a pair of 30-year-old video producers turned TikTok from a side gig to their main job Selling branded merchandise and apparel For some top creators, especially those whose content is not particularly friendly to advertisers, merch has become a main source of revenue.  On TikTok, users can link to things on their profile page, like a website that will direct followers to buy their branded products.  TikTok star Addison Rae Easterling (54 million TikTok followers) sells her merchandise with the popular influencer ecommerce company Fanjoy, which handles merch sales for top creators like Jake Paul, David Dobrik, and Tana Mongeau. Selling merch is a popular revenue stream for top creators, often through companies like Fanjoy, Killer Merch, and Teespring. The current coronavirus pandemic has also shown how direct sales can stabilize an influencer's income in a time when advertising revenue decreases, and brands cancel influencer-marketing campaigns or put projects on hold. Merch sales have actually increased since the pandemic, Chris Vaccarino, CEO and founder of Fanjoy, told Business Insider in April. Aside from clothing, perfume launches — which have been a staple among Hollywood celebrities and performers like Taylor Swift and Ariana Grande — have also been a popular product for some influencers, like Tana Mongeau and twin-influencers Ethan and Grayson Dolan.  Read more on merch:  Inside the rise of Fanjoy, from selling music T-shirts to dominating influencer merchandise with YouTube star clients like David Dobrik and Jake Paul Promoting sales for a storefront on another platform like Etsy or Depop Artists, clothing resellers, and even slime makers have found that their TikTok accounts can be a key tool for driving sales on their storefronts on other platforms like Depop, Poshmark, and Etsy. Graphic artist and animator Annie Morcos said she started taking TikTok seriously in January when one of her videos attracted 3 million likes and 18 million views. The Los Angeles-based creator added her Etsy shop name to her TikTok bio so her hundreds of thousands of followers would know where they could buy her art. "I really didn't sell a lot of my artwork before, and in the past two months, all my art on my Etsy is flying," she said. "Everybody that follows me on TikTok wants a piece of my work." Emma Rogue, a Depop clothing reseller, posted a video of her packaging up her recent sales and went viral within a few days with over 6 million views.  "The amount of sales that I got from that — it was just crazy," she said. "TikTok is definitely a huge driver and that's why I'm keeping up with TikTok." Rogue made over $7,600 in sales that one week when her TikTok went viral and now she makes between $7,000 and $8,000 in sales each month (before she was making $3,000 to $4,000 a month). Read more about how TikTok creators are driving sales off-platform:  How Instagram and TikTok are becoming powerful tools to help Poshmark clothing resellers drive sales How artists are using TikTok to drive thousands of dollars in sales and find new customers A 15-year-old 'slime' influencer saw his sales and follower count soar after sending TikTok star Addison Rae samples of his homemade products Using affiliate marketing to get a cut of sales driven to retailers TikTok has a feature that allows users to include a link on their profile page and let followers click off the platform. With this feature, creators can then earn money from things like affiliate links. When it comes to affiliate marketing, influencers typically earn a rate anywhere between 1% and 20%. Retail programs generally offer a lower rate, and tech programs run higher, according to industry professionals. There are a number of factors that play into the percentage. Most affiliate programs are run on the same basic principles: members apply and once they are accepted they are granted access to brands and can earn a commission off of every sale made through their personalized links. Some networks offer varying rates, tools (like shoppable apps or special tracking information), and each network has specific qualifications to apply. But linking on TikTok is not as effective as other platforms like YouTube or Instagram, because users can only add one link to their profile and they cannot include hyperlinks within a video description or comment, like on YouTube. Read more on affiliate marketing: The top 11 affiliate marketing networks that Instagram and YouTube influencers can use to get a cut of sales from products their followers buy Inside Amazon's efforts to be a major player in the influencer business, from affiliate commissions to livestreaming Sending personalized video messages to fans through Cameo The celebrity shout-out app Cameo lets people buy personalized video messages from their favorite celebrities, athletes, and influencers.  TikToker Tyler Bott, known as TyBott (2.5 million followers), charges $25 per video message through Cameo, where he sends fans short videos of him saying things like happy birthday. Bott posts comedy videos on TikTok and he also sells merch and has a YouTube channel. He launched his TikTok account in 2018.  Other influencers who have flocked to Cameo include comedy YouTuber Cody Ko (5 million subscribers), TikTok star Lauren Godwin (20 million followers), and YouTube creator Lizzy Capri (5 million subscribers).  Read more on Cameo:  The CEO of Cameo, which lets you buy personalized video messages from celebs, talks global expansion plans and trying to get politicians on the platform
Addison Rae Easterling, 19, is one of the top TikTok influencers in the world with over 54 million followers on the app. She began posting videos in July 2019 for fun and by December she decided to go all-in and moved out to Los Angeles from Louisiana. Easterling is known for her dance videos on TikTok and for being a member of the popular group the Hype House. She spoke with Business Insider in April about her rapid success online and how she is building a larger business with merchandise and lucrative brand partnerships.  Visit Business Insider's homepage for more stories. This article was originally published on April 16 and has been updated to reflect Forbes' estimate of Easterling's earnings. Before Addison Rae Easterling had millions of people watching her on TikTok, she was gearing up for her first year of college in her home state, Louisiana. "I initially found out about TikTok through a lot of young girls at my school and in my dance studio," Easterling, now 19, told Business Insider in April. "I remember being in a few of them, and after a while I downloaded it, not thinking I was going to post."  She eventually posted a video for fun in July 2019 that landed on TikTok's homepage, the "For You Page," she said. "I had never experienced that many likes or views," she said, and she continued to upload videos of herself dancing alone, with friends, or with her mom. In short order, she would experience more TikTok likes and views than nearly anyone on the planet. In only a few months, Easterling has become not only one of the biggest stars on TikTok, but one of the biggest stars across the internet, known to her fans as Addison Rae. Easterling has over 54 million TikTok followers, 24 million Instagram followers, and millions of views on her YouTube channel. And with her star continuing to rise, those numbers will no doubt be higher by the time you read this. Easterling's TikTok business has also been growing at a wild pace, from lucrative sponsorship deals with brands like American Eagle to merchandise. Her business earned an estimated $5 million in the last year, making her the highest-earning TikTok star right now, according to a Forbes estimate published in August.  What's her secret? Was she simply the one most beloved by TikTok's inscrutable algorithm? There is always a bit of luck when someone sees the kind of overnight success Easterling did — like when her dance to Mariah Carey's "Obsessed" caught Carey's attention and helped boost her budding fame. But there are other elements that made Easterling particularly suited to rise along with TikTok. Easterling has been dancing competitively since she was six years old, which has helped her put a spin on many of TikTok's viral "dance challenges." She was also able to go all-in on TikTok a few months after her follower count began to catch fire, and her family has enthusiastically supported her online career, especially her mom who appears in a lot of her videos and runs her own TikTok page with nearly nine million followers. Easterling has a knack for connecting with the right people, as well. She has collaborated with a lot of other influencers on videos, like Kourtney Kardashian and her son, and with YouTube celebrities like David Dobrik and James Charles. And she became a member of TikTok's first mega-popular group, the Hype House. All this has led to Easterling turning a fun hobby into a lucrative career — one that is only increasing as TikTok continues to cement itself as the platform of choice for Generation Z, and its homegrown stars move to the forefront of pop culture, despite political controversy. Easterling's rapid rise on TikTok  Easterling grew up dancing and watching Vine clips and episodes of "Dance Moms" with her friends.  She started competitively dancing when she was six and trained in many styles of dance like ballet, hip hop, jazz, and tap, she said.  "Dancing has always been a huge part of my life and honestly, I contribute so much of my TikTok growth to me being raised as a dancer," she said.  While Easterling was in her first semester at Louisiana State University, she was starting to get recognized on campus for her TikTok videos, which she said was "the craziest thing." "It didn't really bother me that I was doing TikTok and people knew it in my classes," she added. In the fall, she flew out to California with her mom and filmed a video for the prominent celebrity information site, Famous Birthdays, and that's when she began meeting up with other creators. After that trip, she'd fly out to Los Angeles over the weekend almost every two weeks, she said. At the end of October 2019, about three months into posting videos, Easterling's TikTok account gained over one million followers. She decided to leave LSU in late November. "I remember that's when it changed for me," she said. "I knew I wanted to take it more seriously and expand it to other platforms. I uploaded a video to YouTube and got really active on Instagram." Moving out to Los Angeles In December, Easterling moved out to Los Angeles and eventually her family bought a house there. They currently split their time between California and Louisiana, she said. Similar to other top creators, like Charli D'Amelio (76 million TikTok followers), Easterling's parents and siblings are all active on TikTok. Easterling said she's close with her family and is happy to have them be a part of her social-media rise, especially since they help keep her grounded. "You are who you hang out with and these are the people who are impacting my mind and work ethic the most," she said. "We're always filming," she said. "My house is never boring."  From viral success to a lucrative career path  Easterling has worked with companies like Reebok and L'Oreal on brand deals. She is signed with the Hollywood talent agency WME, and they work to connect her with top brands and other business opportunities like developing a content strategy, sourcing and negotiating deals, and exploring traditional-media opportunities. Influencers typically make a big chunk of their money through sponsorships and by selling consumer products to followers.  Easterling collaborated with the retail brand in March on a limited apparel collection. And she launched  a merchandise line with the popular influencer ecommerce company Fanjoy, which handles merch sales for top creators like Jake Paul, David Dobrik, and Tana Mongeau. Overall, Easterling is planning to expand her business by becoming more involved in the beauty and hair space, she said, and brand herself beyond being "just an influencer." In July, she partnered with American Eagle on the brand's back-to-school campaign, and she launched a weekly podcast exclusive to Spotify with her mom. Later this month, Easterling will be releasing beauty products through her new makeup line, Item Beauty, which she cofounded with the beauty startup Madeby.  "This is a huge blessing and huge opportunity that's literally based off the people who support me and how much they interact with me," she said of her influencer career. "I've really valued the relationship with my supporters and I always try to comment back to my supporters and put all of my time and energy into that." Sign up for Business Insider's influencer newsletter, Influencer Dashboard, to get more stories like this in your inbox. For more on the business of influencers, according to TikTok stars, check out these Business Insider Prime posts:  The TikTok metrics that matter for a successful sponsorship deal between an influencer and a brand, according to industry insiders: We spoke with an influencer talent manager and a digital agent about some of the metrics they see brands paying attention to in 2020 on TikTok. The top 19 talent managers and agents for TikTok influencers who are helping build the careers of a new generation of digital stars: These leaders are helping to build businesses for the top TikTok influencers in 2020. Inside the rise of Fanjoy, from selling music T-shirts to dominating influencer merchandise with YouTube star clients like David Dobrik and Jake Paul: Fanjoy is one of the top influencer merchandise companies, creating products for digital stars like David Dobrik, Tana Mongeau, and Adelaine Morin. Join the conversation about this story » NOW WATCH: What it takes to be a PGA Tour caddie
Hi, this is Amanda Perelli and welcome back to Influencer Dashboard, our weekly rundown on the influencer and creator economy. Sign up for the newsletter here. Amazon wants to be a major player in the influencer business. This week, I spoke with a YouTube creator who explained what it's like to work with the ecommerce giant's various programs and how she makes money, from affiliate commissions to livestreaming.  Kim Pratt, who is a skincare influencer and YouTuber, is a member of the Amazon Influencer Program, and for every purchase someone makes through one of her links, she earns a commission ranging from 4% to 10% through the program, she said. But still, she often doesn't make much money on that first purchase one of her followers makes, since the products she links to usually range in price from $5 to $20. Her secret weapon on Amazon is that she also gets a cut of what her followers buy for a day after being directed to Amazon with her link. "You get a cut of everything that person buys for that 24-hour period," she explained. So, how much money does she make as an Amazon Influencer? Typically, Pratt's Amazon affiliate revenue is higher than her monthly YouTube revenue (earned from the ads that play in her videos), she said. But those numbers can fluctuate. In June, Pratt had her best month on YouTube, earning around $7,000, according to a screenshot of her analytics dashboard viewed by Business Insider. On Amazon, she earned around $6,000, shes said, which was near her monthly average from the platform in 2020. In our conversation, Pratt also broke down Amazon's livestreaming program for influencers, which was released widely in July. Her take: It is better in theory than in practice. Read more about Pratt's business and on how features like livestreaming work on Amazon, here. Plant influencers are landing brand deals and growing their followings online While sheltering-in-place during the pandemic, many people are looking around their houses and apartments and wondering, "Should I buy more plants?" For advice on the subject, some turn to "plantfluencers," the social-media influencers who specialize in sharing content about — as their nickname suggests — plants. And during the last few months, several houseplant brands like The Sill have seen spikes in plant demand and sales. My colleague Sydney Bradley spoke with several "plantfluencers" and brands about the houseplant trends they've seen and how they're adjusting to the growing demand for greenery. "I think folks are looking for an opportunity to green-up their space and to make their homes that they're working in have a little more light to it," said Christopher Griffin, whose @plantkween Instagram account has grown by nearly 150,000 followers since March. Read more about how these influencers have increased their followings and continued to land brand deals, here. TikTok salary data shows pay for US jobs in engineering, product, data science, and more It's been a busy week for TikTok. On Friday, President Trump told reporters that he planned to ban the short-form video app outright. By Sunday, the ban was off, with Microsoft announcing that it was in talks to acquire the company's US operations by September 15. Despite political headwinds, TikTok is forging ahead with its hiring plans in the US, staffing up in roles that will help the company compete with digital-media powerhouses like Facebook, YouTube, and Instagram. And many of its new hires in the US are being offered six-figure salaries, according to wage data from the US Department of Labor. In order to better understand how much TikTok and its parent company ByteDance pay US-based employees, my colleagues Ashley Rodriguez and Dan Whateley analyzed the US Office of Foreign Labor Certification's disclosure data for permanent and temporary foreign workers. The data include salary offers from TikTok and ByteDance from roughly 240 foreign-labor certification applications that were submitted and certified between October 2019 through June 2020. Read the full post for more on how much TikTok pays employees, here.  More creator industry coverage from Business Insider: Instagram news Poshmark clothing resellers are becoming Instagram influencers to increase sales (by Sydney Bradley) We are seeking nominations for the top beauty and fashion brand ambassador programs for influencers (by Sydney Bradley and Amanda Perelli) TikTok news We spoke with a cosmetic nurse with TikTok star clients on the enhancements they ask for, like "glass skin" and lip and jawline fillers (by Amanda Perelli) Marketers are still planning ad campaigns for TikTok, but some are amending contracts so they can move spending to another social platform if needed (by Dan Whateley and Lauren Johnson) Ask an influencer: "What was your family and friends' reaction to your initial success online?" Ur Mom Ashley (833,000 YouTube subscribers): "When I first started YouTube, my family was apprehensive about me having a career in social media. However, as my channel has grown, they've come to appreciate all of the hard work that goes into my job and are incredibly supportive!" Dayna Bolden (83,000 Instagram followers): "My friends and family were surprised at the success because at the time being a full-time influencer was not a 'thing.' This world of influencer marketing was still relatively new, so to create a career on social media was something that they have not seen. They were definitely surprised by it but ultimately very happy to see my success and to see that I created something for myself doing something that I am very passionate about. I have been able to grow my business year after year and increase my earnings. Now all my family and friends understand what I am doing and are truly rooting for me every step of the way." Ramzy Masri (136,000 Instagram followers): "Everyone has been super supportive. It's always interesting what does well on social and I think some friends were surprised by how quick the reaction was to my work and how fast things went viral. What can I say, people love rainbows!" Submit your questions about the influencer industry or for creators to [email protected] We'll answer your questions in an upcoming issue of Influencer Dashboard. This week from Insider's digital culture team:  YouTuber Joey Graceffa is under fire for old blackface videos (by Palmer Haasch) LA influencers won't stop partying. Few have said whether they've spread the virus (by Kat Tenbarge) Jake Paul's Calabasas mansion was searched by the FBI on Wednesday (by Rachel Greenspan) Here's what else we're reading and watching: With the coronavirus crushing advertising, some YouTubers turn to subscriptions (by Lucas Shaw and Mark Bergen, from Bloomberg) Tatcha is debuting its new cleanser in Animal Crossing (by Lauren Rearick, from Nylon) Banning TikTok would be devastating for creators (by Travis M. Andrews, from The Washington Post) David Dobrik will host a dodgeball competition series for Discovery Channel (by Kimberly Nordyke, from The Hollywood Reporter) Why TikTok stars will survive no matter what (by Meg Zukin, from Variety)  Thanks for reading! Send me your tips, comments, or questions: [email protected] Subscribe to the newsletter here.Join the conversation about this story » NOW WATCH: A cleaning expert reveals her 3-step method for cleaning your entire home quickly