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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

How Brands Can Capitalize On Kid Influencers

How Brands Can Capitalize On Kid Influencers

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

Brands Use Kid Influencers To Maximize Marketing Efforts - Are You Kidding?

Major brands have revved their marketing engines as they race to the new kids on the block — kid influencers. Influencer marketing is nothing new, but the advent of social media marketing in the 2010s opened the door to influencers of all shapes and sizes. As the use of social media by kids and teens grew increasingly acceptable, it became possible for young people to emerge as powerful online influencers. Today, kid influencers pack a powerful marketing punch for many big-name brands.

kid influencers

Companies like Target, Band-Aid, and CoverGirl are turning to school-age stars to promote their products. To better understand how pint-sized influencers have caught the attention of corporate power-players, one must understand the history behind it.

Related Post: How Walmart Used Cause Marketing & Instagram Influencers
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Top 20 Influential Black YouTubers Dominating Online Video

Top 20 Influential Black YouTubers Dominating Online Video

For the latest authoritative social media and influencer marketing news, trends, and statistics, subscribe to our industry digest newsletter! 

The Top 20 Black YouTubers Boast 79 Million Subscribers In Total

With digital advertising spend expected to reach $93 billion in 2018, influencer marketing has entered the market to gradually account for a larger slice of the advertising pie. By 2020, influencer marketing ad spend is projected to reach $5-10 billion. Along with the proliferation of influencer marketing budgets, influencers themselves are defining new niches that enable brands to be more selective about who they partner with and target in each campaign.

At over 79 million total subscribers, 20 of the top black YouTubers attract roughly 35 million more than the total U.S. black population. According to Nielsen research, black consumers make up over 50% of overall spending and contribute $1.2 trillion in buying power, despite making up just 14% of the total U.S. population. To help marketers reach this growing consumer segment and remain culturally relevant, we have put together a list of 20 influential black YouTubers.

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Case Study: Visit California Nonprofit Takes A Tour With Travel Influencers

Case Study: Visit California Nonprofit Takes A Tour With Travel Influencers

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

Instagram Marketing Case Study: Nonprofit Taps Travel Influencers To Promote California Tourism

With U.S. travel revenue up in 2017 and more growth predicted this year, travel influencers are expanding alongside the industry on social platforms. Hospitality and other travel-oriented companies have used influencers on social media to help raise awareness around their brands and entice people to explore destinations and use their services.

According to data compiled by MDG Advertising, more than 90% of Millennials post their travels on social platforms, and 30% of travelers in the U.S. use social media for inspiration. UK-based Schofield’s survey from last year found that “Instagrammabilty” was an important factor for 40% of 18-33 year-olds when choosing a vacation. Despite numbers like these, travel brands with a social presence or influencer marketing campaign aren’t guaranteed success online. Some travel brands have started to rethink their influencer strategies as they assess effectiveness and navigate evolving regulations.
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in blog, Branded Content With Influencers, Influencer Marketing, Instagram Influencers, Social Media Influencers, Sponsored Content With Influencers

What Is A YouTube Creator?

What Is A YouTube Creator?

For the latest authoritative marketing news, trends, and stats on influencer marketing, subscribe to our industry digest newsletter! 

What Qualifies Someone As A YouTube Creator?

According to YouTube, YouTube Creators are, “approachable and a constant presence in their viewers' lives; they are passionate, socially wired and excel at building authentic person-to-person connections.”

youtube creator logo
More broadly, YouTube Creators are individuals who produce content for the YouTube platform. From vlogs, to “how-tos,” to travel and lifestyle journals, to comedy skits, to “let’s play” clips, to highly produced non-fiction and narrative content, anyone who makes videos for a YouTube Channel can be considered a YouTube Creator.
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Why Athlete Influencers Are So Effective

Why Athlete Influencers Are So Effective

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

Top Professional And Socially Relevant Athlete Influencers Attract Brands As Their Impact Is Felt Online

For years, professional athletes have been used to endorse a variety of brands, products, and services. Michael Jordan’s partnership with Nike, recognized by many as the archetypal athlete endorsement deal — which produced a successful spinoff brand — has been modeled by many other partnerships that have resulted in several billion dollars worth of contracts.

jordan nike brand

Across sports, athlete deals continue to grow and evolve. Not only have sports, telecommunication, automobile, beverage, hotel, technology, and many other companies upped their antes, but athletes from a variety of disciplines, including surfing, motocross, base jumping, and other unconventional sports are partnering with brands to promote their wares.
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Why Is Travel The Fastest Growing Influencer Category?

Why Is Travel The Fastest Growing Influencer Category?

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

Millennial Priorities Popularize Travel Influencer Marketing

A substantial increase in traveling in 2018 was forecasted by a survey conducted by The GO Group. 33% said they planned on traveling more in the upcoming year vs. 21% in 2016. Lower airfares have helped, but they’re not the only factor contributing to the rise in vacations. If bargain airfare isn’t the biggest reason, what is?

pew research generations
The once predominant baby boomer generation is now taking a backseat to the new players in town: Millennials. According to Pew Research, the Millennial population has officially overtaken boomers. Due to generational shifts, marketing strategies have adapted to cater to the masses.

social media posts most impactful on purchase decision

A recent study by Stackla discovered that 70% of Millennials perceive social posts or reviews from family members and friends to be most impactful. Millennials are also the most tech-savvy generation so far, spending more time perusing online social media than any previous generation. These elements are a large part of the reason influencer marketing is growing so quickly.

Meanwhile, the priorities of Millennials & Gen Z are different than those of their predecessors. While baby boomers prioritized major purchases like homes and cars, Millennials tend to spend money on experiences, opting to try ziplining, surfing, or exploring a new country over a luxury vehicle. Millennials love to travel, and they are willing to splurge on it, making them the most lucrative generation for the travel industry. Travel influencer marketing has only fueled the fire.
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What Is Silicon Beach? LA’s Tech Hub

What Is Silicon Beach? LA’s Tech Hub

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

What Is Silicon Beach? Los Angeles’s Tech Capital

Silicon Beach is the technology capital of Southern California. Spanning the Pacific Ocean to the Hollywood Hills, from Santa Monica to LAX, Silicon Beach is home to an innovative collection of tech companies in Los Angeles (LA).

silicon beach sunset

The region has attracted an estimated 500 tech companies, ranging from startups to established tech giants. Recognizable names, like Google and Facebook, are neighbors with buzzy startups, like Bird and Fair. In an analysis of over 175 local startups, Mediakix found Silicon Beach startups to be worth over an estimated $155 billion in valuation. This valuation will continue to grow as Silicon Beach expands, attracting more entrepreneurs and investors to the region.

Explore the region—check out the Silicon Beach map:

silicon beach map blog banner

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Is Caffeine.tv the New Twitch?

Is Caffeine.tv the New Twitch?

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

Caffeine.tv Vs Twitch: Video Game Livestream Showdown

Caffeine.tv is the latest entrant onto the video game livestreaming scene. This places it in the same market niche as Twitch, arguably the most dominant livestreaming video platform. Among the pack of contenders includes YouTube, which has battled back and forth with Twitch to command the gaming livestreaming space.

caffeine pre-release
Caffeine has a clean, almost Spartan, interface. The lack of clutter on-site helps ensure that streaming is real-time, with no noticeable delay. However, users may find it unnerving to enter a channel on Caffeine intending to lurk, only for the streamer to give the viewer a personal welcoming sound-out call. Compared to Twitch, Caffeine shows signs of promise amongst the gaming community.
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in blog, Influencer Marketing, Online Video Marketing, Social Media Influencers

What Is Earned Media Value?

What Is Earned Media Value?

For the latest authoritative marketing news, trends, and stats on influencer marketing, subscribe to our industry digest newsletter! 

Earned Media Value (EMV): What It Is, Why It's Important, How To Measure It

Earned media refers to any type of social media exposure gained through word-of-mouth, recommendations, or conversations about the brand. This form of media includes user-generated content, reviews, brand mentions, or any other form of content that is shared by social media users in relation to a brand.

Although typically acquired through paid and owned channels, earned media functions as an uncontrolled media, or only partially controlled with a comprehensive marketing strategy. For example, Target featured an Instagram image of two young girls happily styled in Target clothing that had originally been shared by the mother. Since the post was not sponsored by Target, it represents an off-the-cuff method in which the brand monitors for positive brand experiences to then feature and amplify on its own accounts. Yet, the uncontrollable aspects of earned media haven’t stopped brands or marketers from attempting to measure its value.

 

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Red, white and big smiles. Happy #4thOfJuly! ❤ 💙 📷: @cecileadams

A post shared by Target (@target) on

More recently, brands have turned to influencer marketing, a form of both paid and earned media, as authentic recommendations and branded shares from a trusted person are much more appealing to Millennial consumers than ads. Nielsen reported 83% of global respondents trust recommendations from people they know, while 66% trust consumer opinions online. Thus, brands have unleashed the power of influencers upon their impressionable audiences. But measuring the ROI of both this tactic and earned media has brought an onslaught of confusion.Read More>>

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Case Study: Marriott International & SanDisk Europe Get Their Kicks On Route 66

Case Study: Marriott International & SanDisk Europe Get Their Kicks On Route 66

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Influencer Marketing Case Study: Marriott International & SanDisk Europe Navigate Influencer Marketing

Brands looking to get their messages out into the world are increasingly turning to influencer marketing as a means to reach their target audiences. However, in an ever-crowding space, with consumers placing a premium on authenticity and transparency, well-planned, crafted, and executed campaigns are more vital than ever.

Hospitality company, Marriott International, and technology enterprise, SanDisk, are no strangers to influencer marketing. Each has worked with influencers over the years in an effort to realize their individual brand and marketing goals.

For Marriott, the hospitality space is filled with competitors that keep active and relevant social media accounts. Looking for fans to replicate the journeys of the social media sensations they follow, charming images and videos of hotel destinations are regular features on popular travel, lifestyle, and other influencer feeds.

SanDisk’s products may not have the visual allure of a sprawling sunset or five-star suite, but their storage solutions offer people in the visual arts the ability to transfer and store the compelling images they record and produce. Looking to engage with various media enthusiasts, SanDisk has used influencer marketing to promote their technology products to today’s digital creatives.
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