Introducing The Influencer Chronicles – your monthly dose of influencer updates, gossip, and culture, brought to you by the We Are Social Amsterdam influencer team. Expect some spice to heat up your day (cough cough Bad Bunny 👀), a fresh take on foodie influencing with a chef who raps his recipes, the most adorable ducks who beak-sync, and last but not least, a bit of gossip to keep you in the know.
On the radar
BAD BUNNY X CALVIN KLEIN BREAK THE INTERNET
Bad Bunny is the latest ambassador for Calvin Klein and the campaign is going viral, sparking a new trend of people watching the launch video on repeat. Calvin Klein isn’t just picking the hottest guys, they’re staying on top of the hottest topics too. After Jeremy Allen White was chosen amid The Bear buzz, Bad Bunny is a great pick following his latest hit “Debí Tirar Más Fotos” that is stuck in everyone’s head.
The partnership has generated a lot of curiosity with many people trying, reviewing, and even replicating the smoothie. Erewhon is known for its luxury grocery experience and smoothie collabs with celebs like Hailey Bieber, Sabrina Carpenter and Bella Hadid.
MRBEAST’S CHOCOLATE EXCEEDS MEDIA EARNINGS
MrBeast is currently the most-subscribed YouTuber in the world, but his biggest income comes from chocolate, not content creation. His snack brand Feastables, generated $251M in sales and more than $20M in profit last year, while his main media business made similar sales but lost nearly $80M. Like him, many influencers are becoming entrepreneurs to diversify income and secure financial stability.
Topics of the month
KA-CHING $
Instagram is rolling out a new twist with a “Testimonials” addition to Partnership Ads, a feature that allows creators to earn money by writing endorsements that appear as pinned comments on brand posts and ads. Capped at a snappy 125 characters, creators can craft concise recommendations that appear prominently at the top of comment sections.
Meta’s plan to potentially spin Instagram Reels into a standalone video app has caused unease among creators and influencers, who fear potential disruptions to their brand partnerships and audience reach. Although a Reels spin-off could risk burning creators by reducing their viewership metrics, this reduction would be damaging to Meta, too. If the company does separate Reels, influencer marketers believe Meta will take steps to ensure that the move hurts creators’ viewership and follower counts as little as possible.
TikTok’s potential bidders are trying to make a splash by adding unique elements to their bids. TikTok’s newest suitor, Reid Rasner, for example, wants to give creators monthly payments. The Wyoming entrepreneur, who last month said he was making a bid worth more than $47 billion for TikTok’s U.S. business, said the initiative would pay every user of the app based on “the value they bring to the platform,” with top influencers earning more than other users. TikTok would still be free to use under the plan.
With the immense amount of creators and content online, you need to bring something different to the table if you want to stand out, and this creator did just that by literally bringing food and music.
Josh Williford has gathered 2.6M+ followers with his entertaining and educational ‘rap-cipes’. His viral success not only got Gordon Ramsay’s attention, but also deals with big brands like Coca-Cola and TV interviews.
Because you can never have too many quick and easy recipes! If the recipe fits in a TikTok video, it can’t be that hard, and Josh makes sure his dishes are always easy to follow.
But above all, The Rapping Chef is a great example of a creator who doesn’t just follow trends, he creates his own.
It’s not every day you see people with pet ducks, let alone superstar, camera-ready ones. Tonia is Mochi and Yoshi’s ‘mom’ and shares her passion and journey of raising pet ducks through the cutest and funniest social media videos. From wholesome videos of the ducks and their routines to trendy songs’ ‘beak-syncing’, Ducks in Space navigate the ups and downs of duck parenting.
With over 9.6M followers across different channels, including TikTok, Instagram, and YouTube, and multiple brand deals, Tonia turned her online success into something bigger by launching her own merch.
We love traveling with our pets, and finding the right setup for all of us makes every trip even better. With @Acacia Outdoor camping feels effortless. The inflatable air floor isn’t just comfortable—it’s built from the same durable material as kayaks and paddleboards, making it sturdy enough for rocky terrain and also perfect for floating on water. Knowing that you could set up camp on a lake just as easily as in the desert makes every trip feel full of possibilities 🏜️🌊 #acaciaoutdoor#spaceacacia#camping#campinglife#campingvibes#campingtrip#campinggear#tentlife#glamping#tent#outdoor#campingtent#campingwithpets#floatingtent
You know when you’re scrolling on social media and a cute video makes you smile? That’s exactly why. Whether you just love the vibes or dream of having these feathered companions yourself, Tonia welcomes everyone into her duck-loving world.
Spill the tea
Alix Earle sues Gymshark for dropping $1 million deal
Social media star claims that Gymshark ended a lucrative deal after she faced criticism for her perceived pro-Israel stance. In late 2023, prior to signing the contract, Earle faced backlash after a post on Instagram where she expressed support for Israel, stating, “Now and always, we stand with the people of Israel.” The British company Gymshark settled the $1M lawsuit, closing the messy feud.
The internet’s favourite awkward girl, Amelia Dimoldenberg, and Model of the Year, Alex Consani, sat down for a Chicken Shop Date. Consani, the girl who social anxiety fears, dove into a feast of fried chicken and unfiltered conversation. “My favourite thing to do is not bring my wallet – that always makes it awkward,” she says, amidst the crispy fries. Should we expect less from this diva?
As everyone who breathes knows, the summer of 2024 belonged to Charli xcx. At the BRIT Awards this month, the icon’s dominance was fully cemented with a totemic five wins, including the top prize of Album Of The Year for BRAT. Any doubt of her reputation of critical sweetheart and public favourite alike has now evaporated, and the 32-year-old is now undoubtedly one of the jewels of British music.
Whether it’s Calvin Klein choosing ambassadors at the peak of their cultural relevance or Erewhon creating signature smoothies with internet sensations, staying culturally relevant is the key to success. The smartest moves are those made in sync with trends and audience interest
History repeats itself
The Creator Industry seems to be extremely forgiving or extremely forgetful. Tarte Cosmetics is still around, Alix Earle is bigger than she was in 2023 – and influencer marketing (and the lifestyles around it) are still around – despite its predicted downfall(s).
Creators are earning more
Meta highlights that 40% of Instagram shoppers already depend on creator recommendations, positioning this as a natural progression for the platform’s commerce capabilities. This strategy allows Instagram to add value for both creators and brands by recognising how influence truly operates in today’s social media environment.
