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The sleepfluencers represent a new trend influencers by direct transmission.
TikTok and Twitch users ask to see their characters live, even while they sleep.
With monetizable gifts on these platforms is how they interact with their public.
With the accelerated growth of social networks, it is normal to talk about different changes in the strategies of the influencer marketingwhere every day a new trend is born and, with it, more opportunities for content creators, either when it comes to strengthening their relationships with brands to create advertising collaborations, charging directly on digital platforms for the amount of views Y engagement that they generate in their channels, or collecting money from their own fans during live broadcasts of their daily lives, as if it were a reality show, as is the case with what is now called sleepfluencer.
The ‘sleepfluencer’, the new figure of the networks
In recent years, TikTok has become the largest social and entertainment channel in the world, not only due to its increase in active users, which went from 800 million to more than one billion so far this year, but also because it is the digital space in which new trends are setting the tone for creators, some even extravagant.
An example of this are the so-calledsleepfluencers”, which started on the streaming platform Twitter with live broadcasts of influencers sleeping, in order to help people who have trouble falling asleep, and who today ended up moving to TikTok to monetize those hours by “controlling” viewers.
According to the most recent study of HypeAuditorin Mexico alone, the advertising content labels of more than 87,000 influential people have been analyzed to find out how key hashtags are used, such as: #ad, #advertising and #paidadvertising; in the first five months of 2022 about 300 thousand 835 publications where a brand is mentioned or company, just to corroborate that 3 thousand 570 (1.18 percent) are the ones that really advertise being a paid insertion.
They earn up to 600 thousand pesos… sleeping
Now the influencers They are looking for a new space within social networks, where they can gain an audience when other creators are not active to compete with them, that is, while they sleep. This trend is called sleepfluencers, characters that are recorded at the time of dreaming and transmit it on their social networks.
A successful example of this is Elizabeth Mercedes, who assures that with her own night routine she helps her more than 438 thousand followers to sleep, because, as if it were a yawn, seeing her sleep, snoring and even drooling makes those Internet users who do not manage to fall asleep. detach from smartphone.
However, what started as a means of help became a new way of earning money, as sleepfluencers managed to monetize their dream through dynamics. The most successful example of all and recognized by the media worldwide is that of Jakey Boehm, who earns up to 32,000 euros a month (about 674,697 Mexican pesos) by letting his followers wake him up while he sleeps.
This web developer has narrated his new profession both in the networks that have made him grow and in international media, where he highlights the way in which he managed to take advantage of TikTok’s “Gifts” function while he slept. And it is that Boehm has made a whole stage in his room to make his followers have fun watching him sleep and interrupting his sleep as many times as they want.
The sleepfluencer sleep in the midst of “traps” that range from a speaker to a soap bubble machine or automatic speakers and electric shock bracelets, so when a follower sends you a gift one of these dynamics activates and wakes you up. Given the grace that their reactions can generate, there are many users who spend their time interrupting the night of the influencer, making you earn money and views, because TikTok gifts are virtual objects that are bought with real money and when you give them to someone, they receive a part of the money collected.
@jakeyboehmJoin the live and control my room♬ original sound – Jakey – Interactive Sleep 😴
This was the boom of the sleepfluencer, giving rise to imitators like omg_letmesleep, with similar strategies in which sleep and abrupt awakening are the protagonists. For this second tiktoker, for example, with 23 thousand followers, his main challenge is to reach audiences such as Boehm, who in his first week had already earned 5 thousand dollars (about 102 thousand 643 Mexican pesos). Now, both have perfected their new job in social media and work about 49 hours a week, from 11 at night to 6 in the morning.
@omg_letmesleep Let the 🦞 Sleep 😴 OMG Let Me Sleep 💤 #interactive #live #sleep #tiktoksleep #nightlive #livetiktok #fun #drivemecrazy #tiktoklive #crazy #smokemachine #annoying ♬ Under the Sea (From “Little Mermaid”) – Riverfront Studio Singers
The changes in social networks are constant and, without a doubt, the audience has become accustomed to them, navigating and growing the digital marketing of their image, something that helps them position themselves within the marketing strategies and influencers of the big brands, putting its consumers in the center of the platforms.
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