The more things change, the more they stay the same? This week’s round-up has us questioning this age-old adage as the Metaverse continues to proliferate. Meanwhile, new research shows that influencer testimonials are often more powerful than those of celebrities; Marriott Hotels is searching the globe for TikTok explorers; and creators take to the forefront for hiring agents. 

The Street: Instagram, TikTok Test Creator Subscriptions as Influencer Power Grows 

Description: Instagram and TikTok gear up creator subscriptions as influencer marketing industry is on track to be worth up to $15 billion this year.  The power of influencers has surged over the last few years and now two of their major platforms are considering creator subscriptions.

Phys.Org: Celebrities vs Influencers: New research determines a winner (phys.org)

New research from Dr. Oluwakemi (Kemi) Shobowale shows that people prefer to get their paid mascara recommendations from influencers rather than celebrities.

Marketing Drive: Marriott seeks TikTok creators to drive content around loyalty program 

Marriott International is using TikTok to find three people to create content for the brand while they travel to its global properties over the course of 300 days, per details emailed to Marketing Dive.

Benzinga: Metafluence Leverages the Metaverse to Open a New World for Influencer Marketing

The current Web 2.0 doesn’t cut it any longer. Influencers are looking for exciting ways to interact with their most loyal fans, brands and fellow influencers. 

Metafluence emerged to make this dream a reality for influencers, brands and their audiences. The influencer-centric platform intends to fill the gap between influencers and the metaverse. Influencers are crucial players in the business world, as they employ marketing strategies to boost product sales. But some unaddressed challenges, such as fraudulent social media activities, are becoming a menace to the growth of influencer marketing.

Ad Age: Fiverr, Upwork and CareerBuilder are flooding social media and TV with new advertising.

January is traditionally a period of career change, as workers evaluate their current jobs and often begin searches for new employment. This year, amid a continuing “Great Resignation” and pandemic-induced demand for more worker flexibility and career fulfillment, job changes are occurring at a breakneck pace. The transitions are fueling demand for talent platforms and staffing companies such as Fiverr and Upwork, which are dialing up their marketing to seize on the trend.