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The TikTok ‘finfluencers’ teaching Gen Z how to invest

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'TikTok is having a bad war,' say disinformation experts

TikTok has rapidly become one of the most important players in social media. — © AFP

‘Finfluencers’ have blossomed on social media giving all manner of financial advice particularly aimed at the young. One place this is evident is on TikTok.

New analysis has revealed that Erika Kullberg is the number one TikTok financial influencer, or ‘finfluencer’, teaching Gen Z how to save money on the social media platform. This represents a new growth area in digital media.

The placement of Erika Kullberg at the top is drawn from a survey conducted by derivative trading provider CMC Markets and provided to Digital Journal for review. The survey analysed TikTok profiles of the creators and marketing calculators to determine how influential the financial content creators are on social media. 

Ex-corporate lawyer Erika Kullberg, 32, whose video explaining Nike’s shoe return policy has been viewed over 74.8 million times, is the most influential finance content creator on TikTok with 8.9 million followers, and can potentially earn an average of $7,040 per sponsored post (she only needs to post two sponsored videos per month in order to make the average salary of a corporate lawyer in New York City). English entrepreneur Mark Tilbury, 53, is the second most influential with 7.1 million followers, with potential earnings of up to $5,860 per sponsored post.

The outcome of this review is:

The TikTok earnings of the top ten financial influencers
Name TikTok handle Follower count Pay per sponsored post (average)
Erika Kullberg erikakullberg 8,900,000 $7,040
Mark Tilbury marktilbury 7,100,000 $5,860
Duke Alexander Moore dukelovestaxes 3,400,000 $2,720
Brandon Schlichter investmentjoy 3,400,000 $2,640
Humphrey Yang humphreytalks 3,300,000 $2,640
Tatiana Londono tatlondono 2,700,000 $2,160
Preston Seo thelegacyinvestingshow 2,300,000 $1,840
Tori Dunlap herfirst100k 2,200,000 $1,760
John Liang johnsfinancetips 2,000,000 $1,600
Vivian Tu yourrichbff 1,800,000 $1,360

Duke Alexander Moore, aka Duke Tax, is the third most popular finance TikToker. Based on his 3.4 million follower count, niche and audience, he could earn an estimated $2,720 per sponsored video. Duke’s videos educate his followers about taxes for creators and entrepreneurs and personal finance tips. His most popular video, with over 10.6 million views, summarises President Biden’s stimulus plan, explaining how people can claim the checks and how to file this on a tax return. Duke is from Shreveport, Louisiana. Before finding success in finance, Duke was evicted from his apartment and filed for bankruptcy. He is now a Certified Tax Coach and Enrolled Agent, and currently one of Intuit’s QuickBooks top 5 Tax Advisors in Dallas, Texas. 

Overall,  tight out of ten of the most influential finance TikTok creators are based in the U.S.

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Gaza and Instagram make an explosive mix in Hollywood

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Gal Gadot regularly posts demands for the release of hostages held by Hamas in Gaza

Gal Gadot regularly posts demands for the release of hostages held by Hamas in Gaza – Copyright GETTY IMAGES NORTH AMERICA/AFP/File Drew Angerer

Audrey Pilon-Topkara

Hollywood celebrities are paying the price for taking sides in the Gaza war — plastering their social media accounts with slogans such as “Free Palestine” or “I stand with Israel”.

Israeli actress Gal Gadot, best known for starring in “Wonder Woman”, has expressed unyielding support for her country since October 7, when Hamas fighters burst out of Gaza, killing about 1,200 people, mostly civilians, and taking around 240 hostage, according to Israeli officials.

“I stand with Israel, you should too,” she declared to her 109 million Instagram followers.

She has continued to regularly publish or share posts demanding that Hamas release the civilians it is holding — earning her both approval and criticism.

“While you’re at it, can you use your platform to share all the missing and killed innocent Palestinians too?” a user on X, formerly Twitter, wrote in response to one of her posts.

In reprisal for the October 7 attacks, Israel has pounded the Gaza Strip and launched a ground invasion, killing more than 17,000 people, mostly women and children, according to Gaza’s Hamas government.

The Instagram account of American model Gigi Hadid, who is of Palestinian descent and followed by 79 million, has spent less attention on fashion in recent weeks.

She cited the “systemic mistreatment of the Palestinian people by the government of Israel”.

“Stop spreading lies. You and your sisters are antisemitic,” said one comment, with many others expressing similar views.

Famous stars can generate equally strong admiration and repulsion from the public, especially if they comment on divisive issues.

Well before social media, boxer Muhammad Ali, the actor Jane Fonda and singer Bob Dylan were adored or hated over their opposition to the Vietnam War.

More recently the actors Ben Stiller, Angelina Jolie and Sean Penn showed their support for Ukraine by visiting the country, in moves that were approved by most of their Western fans.

– Insults –

But the Israel-Palestinian issue is more divisive than most, exposing celebrities to even fiercer backlashes.

Kylie Jenner, the half-sister of socialite Kim Kardashian, shared a pro-Israeli post with her 399 million Instagram followers shortly after October 7, which according to US media she deleted an hour later after being hit with insults.

The Oscar-winning actor Susan Sarandon was dropped by her talent agency in November for comments she made at a pro-Palestinian rally, for which she later apologised.

Melissa Barrera, star of the fifth and sixth instalments of the “Scream” franchise, was cut from the cast of the seventh by the producers, who said they had “zero tolerance for anti-Semitism and incitement to hatred”.

The Mexican had denounced what she called “ethnic cleansing” in Gaza.

Celebrities who take sides in the conflict have “a lot to lose and little to gain”, said Nicolas Vanderbiest, founder of the public relations firm Saper Vedere in Brussels.

Producers and sponsors have little appetite for mixing geopolitics and business, he said.

In this issue, two “extremely organised” communities are on the lookout, creating a “herd affect”, Vanderbiest added.

Tom Cruise prevented his own agent from losing her job after she had referred to “genocide” on her Instagram account, according to the cinema trade press.

Celebrities could just stay quiet, but with this conflict there is “pressure to pronounce” and no immunity from criticism, said Jamil Jean-Marc Dakhlia, a professor of information and communication at Sorbonne Nouvelle University in Paris.

“Silence is seen as taking a position,” Dakhlia said. “So we are in a situation where you are forced to take sides, and not necessarily with much nuance.”

American singer and actor Selena Gomez, with 429 million Instagram followers, has been criticised for not taking a stronger stance on the issue.

Along with hundreds of others, including Hadid, singer Jennifer Lopez and actor Joaquin Phoenix, she took a middle road, signing a petition calling for a ceasefire and the safe release of hostages.

Earlier, hundreds of celebrities, including Gadot, had signed an open letter thanking US President Joe Biden for supporting “the Jewish people” and calling for the release of all hostages held by Hamas.

Very few signed both.

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More than 10 million people have signed up for X in December, CEO says By Reuters

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More than 10 million people have signed up for X in December, CEO says By Reuters

© Reuters. FILE PHOTO: ‘X’ logo is seen on the top of the headquarters of the messaging platform X, formerly known as Twitter, in downtown San Francisco, California, U.S., July 30, 2023. REUTERS/Carlos Barria/File Photo

(Reuters) – More than 10 million people have signed up for X in December, X CEO Linda Yaccarino said in a post on the social media platform on Thursday.

This comes as the company, formerly known as Twitter, risks losing as much $75 million in advertising revenue by the end of the year as major brands pause their marketing campaigns on the platform, according to the New York Times.

X, which does not regularly release user data, could not immediately be reached for comment on how the December sign-ups compared to average or why Yaccarino disclosed the figure. Billionaire owner Elon Musk said in July the site had 540 million monthly users.

Several companies, including Apple (NASDAQ:), Disney, Warner Bros Discovery , Comcast (NASDAQ:), Lions Gate Entertainment , Paramount Global, and IBM (NYSE:) said in November they were pausing their advertisements on X.

Musk cursed advertisers that fled the platform after he agreed with a user who falsely claimed Jewish people were stoking hatred against white people.

A report from watchdog group Media Matters found ads from major companies next to X posts that supported Nazism. The platform filed a lawsuit in late November against Media Matters accusing it of defamation.

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New Guide Highlights Key Considerations for Effective TikTok Ads

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New Guide Highlights Key Considerations for Effective TikTok Ads

Looking to make TikTok a bigger focus of your marketing effort in 2024?

This will help. TikTok recently partnered with creator intelligence platform CreatorIQ to conduct an analysis of the key factors that make for a resonant TikTok promotion, culminating in a 26-page report which covers a range of key notes and tips for your planning.

You can download CreatorIQ’s full TikTok ads guide here, but in this post, we’ll look at some of the key notes.

The report is broken up into five key pillars of TikTok ads creation, which echo much of the best advice that’s been shared for the platform over time.

CreatorIQ’s five key TikTok marketing notes are:

  • Grab attention from the start
  • Foster a personal connection
  • Show your product in action
  • Use high-impact creative elements
  • Close with a clear call to action

For each of these elements, the guide digs deeper into how to enact them, and the critical considerations of each, including stats on effectiveness:

Tips on TikTok-specific trends and tools:

CreatorIQ TikTok Ads Report

As well as case study examples to underline each point:

CreatorIQ TikTok Ads Report

It’s a handy overview, with a range of valuable notes, though the main finding, above all of the creative pointers and advice, is that established creators perform better for TikTok promotions.

As per CreatorIQ:

The report found that creators overwhelmingly make the best-performing TikTok ads, with recommendations carrying more weight than traditional brand advertisements and celebrity spokespeople. In fact, after watching a creator-driven Spark Ad, 57% of TikTok community members say the creator is trustworthy, 56% say they can trust the brand because the creator shared it, and 71% say creator authenticity led them to buy a product.

So while there are a heap of practical notes and pointers for increasing the resonance of your in-app promotions – like this:

CreatorIQ TikTok Ads Report

The key point of emphasis is that creators make better TikToks, and thus, better ads, so partnering with relevant influencers in your niche is still likely a better way to go.

Some good considerations, and some valuable, data-backed tips, which could help to get your TikTok promotion plan on the right track in the new year.

You can download CreatorIQ’s full TikTok marketing report here.

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