Disney this week joined a growing number of national chains, including Chipotle and Hollister, trying to woo internet personalities with special programs. They are taking a page from TikTok and YouTube, which set up funds paying creators to make videos for their apps.
Disney’s effort doesn’t go quite that far. Its Disney Creators Lab includes a group of 20 influencers who will follow online courses about how to better promote content on social media. They won’t get paid for a chance to pass through the Disney orbit, which has propelled stars such as Olivia Rodrigo, a Disney Channel actor with a large TikTok following who achieved fame there as a musician.
Chipotle, however, is putting some money behind its “Creator Class,” which works with influencers on how to grow the brand. Fifteen creators will participate to start, including TikTok stars Newton Nguyen and Nina Marie Daniele. Participants will earn some money, although Chipotle doesn’t say how much, as well as free Chipotle meals.
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