Influencers are about to get a new revenue stream.ContentExchange by Style Coaltion, a digital photo agency that launches today, will license thousands of images generated by bloggers and influencers for brands in need of "Instagrammable" content. Founder and chief executive officer Yuli Ziv said the platform helps users find relevant images to populate their social media and digital channels."Smaller brands can no longer afford many of the influencers, and bigger brands just simply need more and more content for all their social channels and their web site. There is that pressure to have a lot of content," said Ziv during an interview in her office in West SoHo in Manhattan.An early player in the social media scene, she founded Style Coalition in 2008. (Ziv maintained she was responsible for creating the #NYFW hashtag, and to prove it, she whipped out a screenshot from Twitter showing the very first time the hashtag was used.) The firm, a digital agency specializing in influencer marketing and native advertising, has worked with clients from Chanel and Marc Jacobs to Guess and Make Up For Ever."Premium custom content becomes expensive; it's a lot to produce and there's no alternative," Ziv continued.Keeping up online takes a lot of time, effort and money, and many companies don't have the bandwidth to produce creative at the speed today's digital universe demands. That is where ContentExchange comes in.Ziv called the platform a more immediate — and accessible — way to tap into content for brands of all sizes. Today, where influencers can command thousands of dollars for one sponsored post, a licensed image for under $300 seems like a steal.She outlined possible scenarios in which a brand might choose to license an image on the platform. Companies could be looking for content for their own social channels — organic or paid — that feature a broad or specific trend — "skinny jeans" or "red lipstick," for example — and then link to their own products; looking to feature an influencer and their likeness in their ad campaign, marketing materials or site, but don't want to — or can't — invest resources in custom content; looking to license authentic "Instagrammable" photos that feature their own products, or simply seeking to post lifestyle imagery on their digital channels that looks more "authentic" than generic stock photos.For content creators, who get a 75 percent cut of any image licensed, the service could be a lucrative new source of monetizing their personal brands. At launch, 10,000 images from 25 influencers with followers ranging from 200,000 to 2.3 million will be available. A sliding scale pricing structure takes several elements into account: U.S. or global usage, duration of the license (one month to three years), as well as what the brand intends to use the image for. Upon selecting a photo, there is a dropdown with different use cases that include paid social media promotion, web site, digital advertising, print, retail and outdoor. Pricing starts at $299 but can go up to several thousand dollars if a big retailer uses an influencer's likeness in a sizable advertising campaign, Ziv said.A description from the influencer's original social media post is pulled for each image on the platform to help with initial tagging and hashtags. Ziv said a combination of auto-categorizing and human review helps with building galleries, properly tagging and making sure any sponsored content is filtered. Jessica Wang of NotJessFashion, Jessica Harlow and Grace Atwood of The Stripe are a few of the influencers participating in ContentExchange thus far.Ziv's rationale for building a hub of influencer "stock photos" was twofold. First, she said, it will help influencers monetize the editorial content they're producing anyway, but in a way that doesn't clog their stream with branded promotions and sponsored posts. For brands, Content Exchange provides brands with an arsenal of blogger content they never would have otherwise been able to access."Nothing happens to those images beyond that one post. Some is sponsored, but the rest is editorial content that is not monetized or perhaps maybe just affiliate marketing," Ziv said of existing posts that live on influencers' social channels. She added that influencers have the right of approval if they don't wish to align with a brand that wants to buy their content.ContentExchange divides photos into two categories — lifestyle images that don't have the likeness of the influencer and content where the influencer is part of the image. Lifestyle content spans home decor, food, travel, beauty and fashion from a product perspective and the latter is largely fashion and beauty-centric featuring the influencer.For Ziv, this venture is her way of innovating in the influencer marketing space."It's not just sending a product to an influencer and hoping for a mention. It can work in select cases, but if you're looking for something sustainable it has to have a creative idea beyond it. There has to be some sort of strategy. How does it fit in the bigger brand message?"
In honor the @CFDA’s announcement of @iamnaomicampbell receiving the Fashion Icon Award at the 2018 #CFDAAwards, which will take place on June 4, here’s a #tbt of the supermodel on @michaelkors’ runway in 1991. #wwdfashion #wwdarchive (📷: George Chinsee)
“I was making the guacamole when my scout saw me,” says model @stuckinteenage on being discovered just six months ago while working at @chipotlemexicangrill. Since then Williams has signed with @dnamodels, walked in her first show at @calvinklein and landed on the cover of @vogueitalia – a high point of any model’s career. To read @lisajlockwood’s full interview with the model on her experiences thus far, head to WWD.com – link in bio. (📷: George Chinsee)
“I love the idea of dialogue, period. It’s where I’ve always gotten my inspiration from: hearing other women speak, their journeys and their paths,” said @hereisgina, who delivered the keynote speech during @sxsw for @createcultivate in partnership with @fossil. For her two panels, Rodriguez chose female empowering, female-led and female entrepreneurs to focus on. Head to WWD.com to read more about her thoughts on Time’s Up, growing up in a family of women and why we “need a girls’ club.” #wwdeye #sxsw (📷: @jgreenery)
Leading luxury brand are shaking things up to keep up with streetwear. Case in point: the arrival of @mrkimjones as artistic director of @diorhomme. Jones, who succeeds @Kris_Van_Assche, is seen as one of the handful of designers who can actually straddle the luxury and streetwear worlds — which could lead to even more changes at established brands. What could this mean for the rest of the menswear landscape? Head to WWD.com to find out what experts predict #wwdfashion (📷: @franckmura)
“It’s like buying groceries. You’re going to buy the best mango, the best mozzarella, the best things. You have to, or others are going to take it all,” said @gabrielahearst on why she uses only the finest fabrics. Last week, Hearst received her first @cfda nomination for Womenswear Designer of the Year, and earlier this month she opened a permanent showroom in Paris. To read @jessiredale’s interview with the designer and find out why this is shaping up to be a big year for her, head to WWD.com. #wwdfashion (📷: @francoisgoize)
“It’s an interesting thing, playing a younger version of your mother. It’s an interesting concept. I adore my mom and love her in every capacity, but it was just something that had never crossed my mind,” says @anniemstarke on playing a young Joan Castleman in “The Wife.” The same role will be played by her mother Glenn Close. Read more about her growing up in the film industry as the daughter of producer John H. Starke and Close and what she has planned for the future #wwdeye (📷: @nataliamantini)
@asics is launching a new streetwear sneaker inspired by its latest ambassador, @steveaoki. The Hyper-Kenzen x Aoki, which will launch at @footlocker stores exclusively tomorrow, is a slip-on style that incorporates the brand’s proprietary Gel technology through beads integrated into the midsole for comfort and endurance. Read the full story on WWD.com.