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The Emergence of "De-Influencers"

by Danyelle McGill, SVP, Social Media & Influencer Marketing


In a hurry? Here's our pick of the top news items of the week.

  • Over 1K tech leaders, researchers and others signed an open letter urging a pause on the development of the most powerful AI systems. (NYT)

  • Meta has launched a new set of inventory filters, letting brands avoid unwanted association with potentially offensive or otherwise undesirable content. (Social Media Today)

  • Apple plans to release its biggest movies in theaters at least a month before they appear on Apple TV+. (Bloomberg)

_Agency_ updates

  • We are proud to announce that we have been nominated for 8 APMC Star Awards for our Experiential work on Heineken: "The Greener Bar," Birra Moretti: "The Shared Table" and Orchard Thieves: "Fox’s Den." In addition, Senior Account Executive Eva Cappelli has been nominated for the Rising Star award. The awards will take place April 26th in Dublin.

_Interesting_ campaigns / creative

  • Adidas debuted a liquid billboard at a popular beach in Dubai to promote its new swimwear collection. (Mashable)

  • Spotify users who cancel their subscriptions are being left with goodbye playlists. (Twitter)

  • Nike created a radio station to pay homage to underground music for Air Max Day. (AdWeek)

  • Budweiser turned bar coasters into vinyl records to support underground rappers in Brazil. (AdAge)

  • Chili's new ad features R&B star Brian McKnight singing menu instructions to the tune of his hit "Back at One." (AdWeek)


  • Over a quarter (27%) of US Gen Z adults and 34% of millennials watch linear TV daily, and 78% who watch TV that often have at least one video streaming subscription. (Morning Consult)

  • Most German internet users have not reduced the number of subscriptions they hold, though around 20% have switched to a cheaper or free offering. (Broadband TV News)

  • About half of Americans (51%) believe it's inappropriate for movie theaters to have a variable pricing model for theater seats, compared with 36% who say it’s appropriate. (Morning Consult)

  • 85% of global travelers plan to take two or more leisure trips in 2023, and 78% view leisure travel as an important budget priority. (AMEX)

  • Nearly half of US Gen Zers (46%) and millennials (49%) are interested in subscriptions, compared with about a third (34%) of the general public. (Morning Consult)

  • In January, 55% of Americans said they had made changes to the way they eat and drink as a result of inflation, and 83% of those respondents were eating out at restaurants less often. (Morning Consult)

  • At 375M people, Latin America will boast the world’s second-largest base of digital video viewers this year, after Asia-Pacific. (Insider)


  • TikTok has launched a new Branded Effects platform for marketers, letting them create custom AR effects for use in sponsored content campaigns. (Tech Crunch)

  • France has banned TikTok and Twitter from government staff phones. (AP)

  • Fortnite is following in the footsteps of Roblox by allowing players to create their own games and experiences within the platform. (Bloomberg)

  • French streaming service Salto will be shutting down, just over a year after its launch. (Digital TV Europe)

  • Twitter began winding down its legacy verified program and removing legacy verified checkmarks. (Twitter)

  • Four of the top 10 most-downloaded apps in the US are owned by Chinese companies. (Axios)

  • Half of Twitter Blue subscribers have less than 1K followers. (Mashable)

  • Amazon has started warning customers about frequently returned items. (The Information)

  • Audible is currently testing audiobook ads, and Spotify seems to be eyeing the possibility. (Marketing Brew)

  • Spotify debuted Niche Mixes that users can build based on description alone. (Tech Crunch)

  • Australia’s free-to-air TV networks are building a BVOD (broadcast video on demand) ad network to take on the likes of YouTube. (B&T)

  • Reddit updated its Ads Manager to simplify campaign setup and management. (Insider)

  • Instagram launched a new Collaborative Collections feature that lets users save and share images with one another. (The Verge)

  • Netflix’s Basic with Ads plan is now available on Apple TV. (Streamable)

  • Meta will let European users of Facebook and Instagram opt out of certain highly personalized ads. (WSJ)

  • Apple Music Classical went live on the App Store and is available on iPhone only. (Gizmodo)

  • Advertising has just launched on Australia’s Binge SVOD for basic plan subscribers, with the company promising the lightest ad loads in the market. (Mumbrella)


  • Showtime's "Yellowjackets" has become the network's most-streamed series premiere ever, with the first season reaching 2M viewers across all platforms. (Variety)

  • Netflix's "You" will end after its fifth season, with the fourth season having already been renewed and set to air later this year. (Variety)

  • Netflix gained exclusive streaming rights to all five seasons of Arrested Development in the US. (THR)

  • Jon Hamm has been cast as Coach Carr in the upcoming Mean Girls musical adaptation. (THR)

  • “John Wick: Chapter 4,” debuted with $73.5M at the box office, a franchise best. (AP)

  • March Madness has driven a surge in sports advertising, with ad spending during the tournament expected to reach $1.2B this year. (THR)

  • Season four of "Succession" premiered to 2.3M viewers, beating the previous series high by 33%. (Variety)

  • Netflix will restructure its film group to produce fewer movies each year. (Bloomberg)

_Tech_ _&_ AI

  • Zoom has introduced new AI-powered features including automatic meeting summaries and virtual backgrounds that react to the speaker's movements. (The Verge)

  • Disney eliminated its metaverse division as part of its layoffs plan. (WSJ)

  • Apple introduced Apple Pay Later, letting users split their purchases into four payments over six weeks. (CNBC)

  • India’s Twitter rival, Koo, has integrated ChatGPT into its platform to help its users create their posts. (Rest of World)

  • Google announced a suite of upcoming generative AI features for its various Workspace apps. (The Verge)

  • BuzzFeed is using AI to write SEO-bait travel guides. (The Verge)

  • The Italian privacy regulator ordered a ban on ChatGPT over alleged privacy violations. (Politico)

Location-based _entertainment_

  • Adele is extending her Las Vegas residency with 34 more dates between June and November. (AP)

  • Jeff Bezos ordered Amazon investment advisors to "explore acquisition plans" for AMC Theaters. (Insider)

  • An interactive Paddington Bear experience is opening in central London this year. (Time Out)

  • Metallica, Guns N’ Roses, and Ozzy Osbourne will headline the new Power Trip Festival. (Variety)

  • NFL owners voted to allow sportsbooks in stadiums to take in-person bets on game days. (Yogonet)

  • Nevada posted its second consecutive monthly gaming revenue record at $1.24B in February. (Yogonet)

  • Ms. Lauryn Hill and Megan Thee Stallion will headline the 2023 Essence Festival. (Billboard)

_Mental_ health

  • Constant sitting negatively affects brain health and memory over time. Take time to stand - even if it's just by making a cup of coffee. (Fortune)

  • Here's a Relaxing Mix for your enjoyment, courtesy of Spotify's new Niche Mix feature.

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