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Business_news TikTok’s advertising pitch reveals new data about the app

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Hi! Welcome to the Insider Advertising daily for September 14. I’m Lauren Johnson, a senior advertising reporter at business Insider.Subscribe here to get this newsletter in your inbox every weekday.Send me feedback or tips atljohnson@businessinsider.com.

Today’s news:TikTok’s ad pitch reveals new data, Pornhub’s mysterious marketing executives, and how much influencers charge for sponsored Instagram Reels.


TikTok

Photo by Jens Kalaene/picture alliance via Getty Images


Inside TikTok’s latest big pitch to advertisers with new numbers showing time spent on the app and engagement metrics

Read the full story here.




Ethan Miller/Getty Images


Pornhub has been widely covered for its marketing savvy. But its most-quoted executives are nearly invisible, and it’s unclear if they actually exist.

  • Pornbhub has accumulated lots of news coverage over the years for its savvy marketing but business Insider could not verify whether one of its most-quoted executives exists, reports Patrick Coffee.
  • Online searches for key employees led to dead ends, while contact information for Pornhub’s director of communications led to an employee of the company’s PR firm, 5W Public Relations.
  •  5W said Pornhub guards employees’ identities for “safety reasons.” Parent company Mindgeek, which like many big porn sites flies under the radar, did not respond to a request for comment.

Read the full story here.


Chriselle Lim posted the same video on TikTok and Instagram, which performed better on Reels.

Chriselle Lim


Instagram Reels copied TikTok’s format. But influencers are already seeing clear differences between the two, especially in making money from brands.

  • Sydney Bradley reports that creators are experimenting with sponsored content on Instagram Reels, the app’s month-old video feature that is similar to TikTok.
  • Reesa Lake, partner and executive vice president of brand partnerships at the talent agency digital Brand Architects, said that creators with 100,000 or more followers charge between $5,000 and $40,000 for sponsored Reels. Fashion and lifestyle influencer Britney Turner with 27,000 Instagram followers prices her sponsored Reels rates at $2,000.
  • “Brands are more aware of the returns of investment on Instagram,” said an influencer who used both Instagram and TikTok, and asked not to be identified to speak more freely about brand deals. “It’s very easy to convince a brand to do a Reel in addition to another package.”

Read the full story here.


More stories we’re reading:

Thanks for reading and see you tomorrow! You can reach me in the meantime atljohnson@businessinsider.com and subscribe to this daily email here.

— Lauren


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