Night Light | Clouty With A Chance...

Reed of the Week

Kim Kardashian's Skims and the power of cloutI've been meaning to write about Skims for a while. I think it's one of the best examples of why celebrity and creator-led brands are at an incredible advantage compared to traditional companies.

In the past few months, Skims has had Brooke Shields, Chelsea Handler, SZA, Beatrice Grannò and Simona Tabasco (from Season 2 of White Lotus), among others on official ad campaigns for the brand. Legacy brands would have to spend millions to get the same level of star power, Skims is able to do so because of something only a celebrity partner can provide:


The advantage of creator influence is what we at Night stake all of our ventures on. Feastables, JuiceBlox, and any of our future projects hinge on the fact that we have unique, differentiated access to the audiences of our creators. We replace traditional, costly marketing spend with creator influence. Like Skims, we rely on a flywheel effect, the downstream effect of clients posting on socials, talking about the product, and generally being excited to be a part of the conversation.

Creator News

Mark Rober debuts new show on DiscoveryGoing to need a whole lot of elephant toothpaste for this one.

Frank Ocean drops out of Coachella's 2nd weekendExcited to attend his next concert in 2031.

The Cavinder Twins join Jake Paul's sports betting companyI guess betting on college basketball is better than playing in it.

Can't Miss Clips

AI imitates Drake and The WeekndLiterally too good to be true.

Prime's blind taste testProof that there is true power in creator branding.

How a TikTok ban would affect the creator economyCommunity continues to be king in creator longevity.

Business & Entrepreneurship

Instagram launches link in bio support The apple doesn't fall far from the Linktree.

YouTube sunsets depersonalized shoppable linksDirect affiliate marketing was always going to win out over generic tactics.

Celeb beauty brands exit the golden ageInsights on the recent downtick in beauty industry activity.