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The YouTube and Influencer Marketing Blog

The latest news and analysis of YouTube and Influencer Marketing For Top Brands,

YouTubers, Instagrammers, Social Media Influencers, & Influencer Marketing Campaigns

7 Ways Brands Can Manage Brand Safety With Influencer Marketing

7 Ways Brands Can Manage Brand Safety With Influencer Marketing

For the latest influencer marketing news, resources, and case studies, subscribe to our weekly newsletter!

How Can Marketers Manage Brand Safety With Influencer Marketing?

  • Brand safety threats are a concern among more than 84% of marketers and more than two-thirds of marketers have dealt with brand safety issues before.
  • Digital and social media platforms are responding to rising demands for improved brand safety tools.
  • Influencer marketing offers brands the advantage of having more control over content placement.
  • Brand safety in influencer marketing can be managed by following our proposed seven steps.

What Is Brand Safety?

brand safety influencer marketing

Brand Safety Definition

In the context of digital marketing, brand safety by definition refers to the effort to safeguard advertising brands by avoiding association with harmful or questionable content online. In other words, brands advertising online aim to ensure their paid ads are not placed within or next to inappropriate content, as doing so could result in damaging the brand’s reputation in the eyes of consumer. While some forms of content can be considered universally objectionable, other brand safety concerns can be specific to an individual business.

Marketers have been met with challenges beyond impressions and conversion rates. Trust and transparency root brands in consumerism, so it makes sense that brands would prioritize protecting their brand. With the global digital ad spending forecasted to increase 17% to more than $327 billion in 2019, brand safety issues will surely remain top-of-mind for many marketers. In fact, a reported 84.4% of marketers consider brand safety to be a concern on some level, with nearly 40% saying it’s always a concern.Read More>>

in blog, Branded Content With Influencers, Influencer Marketing, Sponsored Content With Influencers

The Rise Of YouTube Docuseries

The Rise Of YouTube Docuseries

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What Is A YouTube Docuseries?

The Difference Between A YouTube Documentary & A YouTube Docuseries

A YouTube docuseries is a relatively new video format in which documentary-style videos are released in parts—whether by episodes, chapters, or series—by a YouTube creator. While traditional documentary films are aplenty, YouTube docuseries have only recently graced the digital video landscape, but show promise of drastically changing the space.

youtube docuseries

Feature-length documentaries (such as Magnolia Pictures', Blackfish) have been available to rent or stream on YouTube for many years, whereas YouTube docuseries are somewhat of a novelty. As opposed to a documentary movie, docuseries by definition comprise several parts that creators release in segments. YouTube is the primary distributor of these docuseries—feature documentaries are often found in theaters and on other streaming networks—and the influencer or creator channel is a vital component of the series production.Read More>>

in blog, Bloggers, Branded Content With Influencers, Influencer Marketing, Online Video Marketing, Social Media Influencers, Sponsored Content With Influencers, YouTube Influencers

Case Study: Glasses Brand Warby Parker Partners With Eye-Conic Instagram Influencers

Case Study: Glasses Brand Warby Parker Partners With Eye-Conic Instagram Influencers

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Instagram Influencer Marketing Case Study: Instagrammers Shine Light On Warby Parker’s Vision

2019 is well underway, and with it comes heightened motivation for companies to up their content marketing game. Influencer marketing is one of the most effective methods brands have at their disposal, with 94% of marketers who use influencer marketing believing it can substantially surpass the success of traditional marketing. From Timex to Tiffany’s, companies have turned to influencers to help drive sales and cement their brand image among watchful consumers.

warby parker marketing

While some companies elect to work with a large number of high-reach influencers, a more compact approach can be similarly effective. Warby Parker, an American retailer of prescription eyewear founded in 2010, is worth $2 billion. Part of their success can be attributed to their work with niche Instagram and YouTube influencers. Warby Parker’s marketing strategy has a few unique characteristics that set it apart from the rest.Read More>>

in blog, Branded Content With Influencers, Influencer Marketing, Influencer Marketing Case Studies, Instagram Influencers, Social Media Influencers, Sponsored Content With Influencers

Case Study: Dunkin’ Donuts Brews Success With Nano-Influencers

Case Study: Dunkin’ Donuts Brews Success With Nano-Influencers

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Instagram Nano-Influencer Marketing Case Study: Dunkin’ Donuts Marketing Strategy Rallies Espresso Lovers With “Sipping Is Believing” Campaign

The influencer marketing industry is booming, with marketers doubling down on online personalities by the billions. Instagram’s position as the leading social media platform of influencer marketing is undisputed, with its most prominent stars earning tens of thousands of dollars a post. Brands have become increasingly comfortable, however, utilizing lesser-known mid-tier and micro-influencers in their campaigns in recent years.

Nano-influencers—social media users with 1,000 to 10,000 followers—have flown under the radar and have proved to be successful brand collaborators. While macro-influencers win out in terms of total engagement, smaller influencer tiers have established themselves as an effective option for influencer marketing campaigns of companies big and small.

With over 70 million donuts consumed last year and its status as the 5th largest seller of ground coffee, Dunkin’ Donuts is a veritable behemoth of the food and beverage industry. Last year, the company generated $300 million in coffee sales alone as it moves to target a younger, digitally-centric generation.

dunkin donuts marketing strategy

No surprise then, that Dunkin’—as it is being rebranded as—has scoped the potential of both nano- and micro-influencers to improve their social media engagement as part of their ‘coffee-first’ strategy to make headway into Starbucks’ popularity.

Read More>>

in blog, Branded Content With Influencers, Influencer Marketing, Influencer Marketing Case Studies, Instagram Influencers, Social Media Influencers, Sponsored Content With Influencers

Case Study: Pet Influencers Cast As Dyson’s Instagram Influencers

Case Study: Pet Influencers Cast As Dyson’s Instagram Influencers

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Instagram Influencer Marketing Case Study: Dyson Branding Sniffs Out Pet Influencer Roster

While social media influencers have quickened their growth over the last few years, it may have escaped notice that humans aren’t the only beneficiaries of the booming market. Furry friends have been increasingly valuable commodities for marketers, with some pet influencers commanding thousands of dollars a post.

Brands far and wide, from Google to 20th Century Fox, have been partnering with pet influencers to take advantage of the undeniable influence of beloved pets. Universally loved and unlikely to cause trouble with unfiltered opinions, pet influencers present a unique opportunity for a diverse set of companies looking to resonate with audiences endeared by pets.

Dyson branding has used dog influencers in the past, predominantly featuring a playful tone that is typically a hallmark of these influencer campaigns. Pets make a natural fit for Dyson, a brand who features landing pages directly speaking to pet owners. Dyson markets its products as vacuums capable of heavy-duty chores, including the cleanup of the inevitable pet fur and other messes. As the Instagram user mark glides past 1 billion, Dyson is keen to target consumers (especially those with pets) to spread awareness and perhaps, some pet-induced humor.Read More>>

in blog, Bloggers, Branded Content With Influencers, Influencer Marketing, Influencer Marketing Case Studies, Instagram Influencers, Online Video Marketing, Social Media Influencers, Sponsored Content With Influencers

What Are Mid-Tier Influencers?

What Are Mid-Tier Influencers?

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  • Definition: Mid-tier influencers are Instagram influencers with a follower count between 50,000 and 500,000.
  • More established than micro-influencers and less famous than macro-influencers, mid-tier influencers fill the space in between.
  • Brands partnering with mid-tier influencers can expect sponsored content to produce solid conversions, high engagement, and an overall positive ROI.

First, What Are Instagram Influencer Tiers?

Instagram Influencer Tiers

As the influencer industry undergoes constant construction, it’s hard for marketers to gain solid footing on the ever-evolving landscape. Likewise, when it comes to the reach of social media influencers, the line between high and low-quality influencers is often amiss. That’s due to the lack of industry standards that properly categorize influencers by size, leading to the inability to find the right influencers and unmet expectations on the brand side.

The Standard Terminology In Influencer Marketing (STIM)

We’ve set out to define an industry-wide Standard Terminology in Influencer Marketing (also known as STIM). STIM breaks down influencers into five main influencer tiers by the number of Instagram followers:

  • Nano-influencers: 1,000-10,000 followers
  • Micro-influencers: 10,000-50,000 followers
  • Mid-tier influencers: 50,000-500,000 followers
  • Macro-influencers: 500,000-1 million followers
  • Mega-Influencers: 1 million+ followers

Instagram-Influencers-Tier-010319-02

The industry is most familiar with micro- and macro-influencers (and the differences between them), but new levels of influencers have emerged to accommodate the expanding space. You can learn more about the hottest new tier, nano-influencers, but we’d like to turn your attention to the lesser-known albeit powerful group: mid-tier influencers.Read More>>

in blog, Branded Content With Influencers, Influencer Marketing, Instagram Influencers, Native Advertising With Influencers, Social Media Influencers, Sponsored Content With Influencers

The 10 Top Travel Instagram Influencers Whose Journeys You Should Follow In 2019

The 10 Top Travel Instagram Influencers Whose Journeys You Should Follow In 2019

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Top Travel Instagrammers Embark On Wild Adventures

Many have made it their new year’s resolution to travel more in 2019. With 195 countries to explore across the globe, it can be difficult knowing where to start. But with the help of Instagram and its well-traveled influencers, people can find inspiration and seek knowledge about popular travel destinations. As a rising photo-sharing platform, Instagram offers one of the best avenues for top travel influencers to post striking shots of their trips abroad and document stories of their wandering adventures.

On top of documenting the places they’ve visited by dropping pins and sharing wondrous images, but top travel Instagram influencers also explore different cultures, lifestyles, food and more. From being self-taught photographers to leaving their 9-to-5 job, these Instagram influencers have created a travel community and even started social movements. With a fresh start to a new year, we’ve identified travelers who are embarking on unique and authentic journeys—ones definitely worth following this year. Join these top 10 travel Instagram influencers to inspire your wanderlust in 2019 and beyond.Read More>>

in blog, Influencer Marketing, Influencer Marketing Top Lists, Instagram Influencers, Social Media Influencers

Case Study: Gillette Gets Personal With Influencers

Case Study: Gillette Gets Personal With Influencers

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Instagram Influencer Marketing Case Study: Gillette Gifts Customized Shaves With Instagrammers

As the holiday season drew to a close and the commercial endeavors of America’s biggest brands wound down their Christmas operations, we at Mediakix thought there would be no better time than to look at an Instagram influencer marketing campaign that stood out from the crowd last year. We’ll be analyzing how Gillette’s marketing strategies pulled in social media influencers from summer last year through the holiday period, and more specifically, how the brand successfully harnessed Instagram’s thriving audience.

Previously, Gillette marketing has employed brand influencers on Instagram to compete with flourishing competition from direct-to-consumer brands such as Harry’s, Dollar Shave Club, and Billie, all of which have used social media marketing to great effect in recent years.

In response to these emerging brands and their adept use of social media marketing—often designed to take aim at Gillette, the Goliath of the business which has lost chunks of its market share—Gillette has honed its influencer marketing strategy by utilizing star power, including standout athlete influencers.

Gillette’s marketing strategy was very much in the same vein as previous years, using various influencer tiers to endorse their products in the run-up to the most lucrative season of the year for brands. To better understand the extended performance, let’s explore Gillette’s Instagram influencer marketing strategy.Read More>>

in blog, Branded Content With Influencers, Influencer Marketing, Influencer Marketing Case Studies, Instagram Influencers, Social Media Influencers, Sponsored Content With Influencers

Top 6 YouTube Trends in 2019 For Marketers

Top 6 YouTube Trends in 2019 For Marketers

For the latest influencer marketing news, resources, and case studies, subscribe to our weekly newsletter!

YouTube Trends 2019 - Top Trends In Viewership, Creator Content, & Influencer Marketing

YouTube, the ultimate destination for online video, is dominated by YouTube Creators who produce hours of video content for their communities of followers. This creator-centric culture has lent itself to a staggering variety of online video content on YouTube.

YouTube released 2018’s #YouTubeRewind, an annual celebration of YouTuber culture which remixes the “videos, people, music, and moments that defined 2018.” Based on data from 2018 trends and a little forecasting, we explore the top YouTube trends for 2019.

  1. Shopping Videos
  2. Morning & Nighttime Routines
  3. Primitive Technology
  4. Mainstream Celebrity Channels
  5. Gaming Continues to Grow
  6. Arms Race for Monetization

Read More>>

in blog, Influencer Marketing News, Influencer Marketing Top Lists, Online Video Marketing, YouTube Influencers

Case Study: Pottery Barn Adorns Blogger Homes For The Holidays

Case Study: Pottery Barn Adorns Blogger Homes For The Holidays

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Instagram Influencer Marketing Case Study: Pottery Barn Marketing Decks The Halls With Boughs Of Holiday Home Bloggers

The holiday season brings about a spike in consumer spending that many brands look to procure. According to the buying guide, WeAreTop10, Americans spend more than $1 trillion on gifts during the holidays, with purchases by Gen Xers averaging $782, and Millennial spending averaging $609.

With more than three-quarters taking place online, social media platforms have become effective gateways for consumers to be exposed to different products and services. Influential bloggers, who balance long-form content on proprietary websites with short-form posts on social platforms, have become go-to resources for shoppers seeking information and inspiration. Leading up to and during the holidays, bloggers can be powerful voices to connect engaged consumers with brands looking to promote their wares.

Related Post: Most Notable Influencer Marketing Campaigns Of 2018

Read More>>

in blog, Bloggers, Branded Content With Influencers, Influencer Marketing, Influencer Marketing Case Studies, Instagram Influencers, Lifestyle Bloggers, Social Media Influencers, Sponsored Content With Influencers

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