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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

Pharmaceuticals Maneuver Advertising Restrictions With Influencers

Pharmaceuticals Maneuver Advertising Restrictions With Influencers

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How Pharma Companies Advertise With Influencers

Pharma companies have long been hesitant to jump on the influencer marketing gravy train, and with good reason. Unlike other industries, which transitioned traditional marketing techniques with ease, pharmaceutical marketing has proven to be a much more complex proposition.

 

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#Ad #DYK 4 million babies are born each year in the US. That means a lot of my US followers are mommies2B who could have morning sickness like I did! I want to share what helped me: Diclegis® (doxylamine succinate/pyridoxine HCl), the only FDA-approved medication for morning sickness when diet & lifestyle changes fail. My doctor assured me that it’s safe & effective for mom & baby. It’s also easy to recognize - it has the cutest pregnant lady on it! #DontSufferinSilence you’re not alone! If you have morning sickness, ask your healthcare provider if #Diclegis is right for you. The most common side effect of Diclegis is drowsiness. Diclegis.com US Residents Only Diclegis is a prescription medicine used to treat nausea & vomiting of pregnancy in women who haven’t improved with change in diet or other non-medicine treatments. Limitation of Use: Diclegis hasn’t been studied in women with hyperemesis gravidarum. Important Safety Information Don’t take Diclegis if you’re allergic to any of the ingredients in Diclegis. You should also not take Diclegis in combination with medicines called monoamine oxidase inhibitors, as these medicines can intensify & prolong the adverse CNS effects of Diclegis. Don’t drive, operate heavy machinery or other activities that need your full attention unless your healthcare provider says that you may do so. Don’t drink alcohol or take other central nervous system depressants such as cough & cold medicines, certain pain medicines & medicines that help you sleep while you take Diclegis. Severe drowsiness can happen or become worse causing falls or accidents. It is not known if Diclegis is safe & effective in children under 18 years of age. Keep Diclegis & all medicines out of the reach of children. Tell your healthcare provider about all of your medical conditions, including if you’re breastfeeding or plan to breastfeed. Diclegis can pass into your breast milk & may harm your baby. You shouldn’t breastfeed while using Diclegis. Additional safety information can be found at DiclegisImportantSafetyinfo.com. Duchesnay USA encourages you to report negative side effects of prescription drugs to the FDA. Visit fda.gov/medwatch or

A post shared by Kim Kardashian West (@kimkardashian) on

Compare Selena Gomez’s Coca-Cola endorsement from 2016—formerly the most-liked Instagram post ever, with Kim Kardashian’s endorsement of morning sickness pill Diclegis, which violated FDA rules in 2015. She had to issue a correction and rewrite the post after they gave the company a warning. Pharma brands were scared off and have avoided the conventional approach of poaching a superstar for an ad, while for other industries, it’s business as usual.

It has often been a big challenge for pharmaceuticals to navigate FDA regulations for their advertisements—mandating that they list the side effects and risks of the product along with the advert. The industry has historically had to jump through regulatory hoops to market their products and has only been advertising through broadcast media since 1997.

Related Post: How Coca-Cola Leverages Brand Ambassadors On Instagram

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

Case Study: Segway-Ninebot Taps YouTube Tech Creators

Case Study: Segway-Ninebot Taps YouTube Tech Creators

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YouTube Influencer Marketing Case Study: Segway-Ninebot Skates With YouTube Creators

Segway’s revolutionary two-wheeled, self-balancing Personal Transporter (PT) went on sale to the public in November of 2002. The PT received considerable mainstream media buzz prior to the event, with Segway predicted to revolutionize personal transit in the years to follow.

A lot has changed since Segway’s first calls for a new world order in transportation. However, the PT was not the monumental success some had hoped, and the company was ultimately purchased by rival Ninebot in 2015. Advertising has also evolved since the premiere of Segway’s first people mover, with more ad dollars being shifted from television to digital, as well as the meteoric rise of social media influencers and influencer marketing.

segway marketing

Today, Segway-Ninebot’s line of personal vehicles includes different iterations of the hallmark PT, as well as go-karts, scooters, and their new self-balancing Drift W1 e-skates. As the company continues to push the bounds of transportation, Segway marketing has also adopted promotional practices that speak to new demographics and a new era in advertising.

Related Post: How YouTube Vloggers Are Changing Influencer Marketing

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

Top 8 Twitch Sponsorships: Highlighting Non-Gaming Brand Sponsorships

Top 8 Twitch Sponsorships: Highlighting Non-Gaming Brand Sponsorships

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Twitch Streamers As Influencers: Non-Gaming Brands Are Investing In Twitch Sponsorships

Since launching in 2011, Twitch has rapidly grown to become the foremost video game livestreaming platform in the world. 2.2 million creators stream to an average of 15 million daily active users and over the past two years the gap in popularity to its closest competitor, YouTube Gaming, has widened dramatically. Though competitors such as the 21st Century Fox-backed Caffine.tv are venturing into this expanding market, Twitch remains the business to beat.

Twitch influencers can command enormous, loyal audiences and have been shown to have a significant impact on the sales of products within the gaming industry. Top streamers have become extremely valuable assets to marketers, with Twitch sponsorships providing highly lucrative deals for top streamers, some of whom earn up to $20 million a year from various revenue streams on the platform.

twitch sponsorships

While Twitch sponsorships have typically come from within the gaming industry, the rate of the network’s growing popularity has caught the attention of non-endemic brands—that is, companies who would not typically seek to market their product in a given field. This has led the food industry to become the most active category of Twitch sponsorship this year and the likes of KFC to snap up the platform’s top streamers.

The opportunity for non-endemic brands to be successful with Twitch sponsorship is more apparent than ever. With the platform’s consumers receptive to advertising and its biggest ambassador, mega-influencer Ninja welcoming collaborative sponsorships, it is no surprise that industries outside gaming sought representation not just at TwitchCon 2018, but beyond it as well. Below we feature a selection of the best non-endemic Twitch sponsorships.

Related Post: 5 Biggest Takeaways From TwitchCon 2018
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in blog, Branded Content With Influencers, Influencer Marketing, Online Video Marketing, Social Media Influencers, Sponsored Content With Influencers

When Brands Sue Influencers: An Industry Wake-Up Call

When Brands Sue Influencers: An Industry Wake-Up Call

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Investigating Influencer Lawsuits & The Industry’s Growing Pains

Influencer marketing is a growing industry, with predictions that it will become a $5-$10 billion dollar market over the next 5 years. As with any rapidly growing industry, influencer marketing has endured a few teething problems, such as FTC violations and contract breaches, as people try to navigate the legalities. Over the last 18 months, there has been a spate of influencer lawsuits, too.

The FTC has made their position on deceptive influencer actions known. Influencers, marketers, and brands are now privy to the FTC expectations, regulations, and contract guidelines. However, there are still influencers and brands who try to skirt the FTC requirements.

The stakes are high. With large sums of money on the line for brands, they–and the FTC–aren’t letting influencers off easy. Macro-influencers often receive more than $50,000 for a single post, so it is vital that influencers play by the rules. When brands pay for a service, they expect influencers to do the work for which they have been paid. It should not be any surprise to see brands actively pursuing cases of influencer contract violation.

Related Post: What Constitutes An Influencer?: Definition, Qualities, & Tiers
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in blog, Branded Content With Influencers, Influencer Marketing, Social Media Influencers, Sponsored Content With Influencers

Case Study: MeUndies Gets Intimate With Influencers

Case Study: MeUndies Gets Intimate With Influencers

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Instagram Influencer Marketing Case Study: MeUndies Shows Off Fashionable Wares and Heartwarming Values

Alongside its mission to sell comfortable and stylish underwear, Silicon Beach brand, MeUndies, is also looking to share its values with the world. Using sustainable materials, working “with factories that take exceptional care of their employees,” and partnering with various causes, MeUndies marketing has made bold moves in its attempt to disrupt the undergarment industry.

meundies marketing

One of MeUndies’ latest gambits has been to transform their subscription model into something more meaningful and valuable for both consumers and the company. Launching memberships last year, MeUndies started offering new perks to their monthly customers in an attempt to improve relationships, drive sales, and gain new insights.

For its various business and social initiatives, the progressive garment brand has leveraged influencer marketing to engage existing and potential customers. Working with a diverse group of influencers on Instagram, MeUndies marketing has used influential figures to offer discounts, promote special prints, and show its support for communities and causes.

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

Social Media Influencers Drive Trends–But How? And Why?

Social Media Influencers Drive Trends–But How? And Why?

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

The Shift From Celebrities To The Power Of Social Media Influencers

  • Through social media, influencers generate conversation, drive engagement, and set cultural trends.
  • Audiences are more receptive of social media influencers than celebrities.
  • Influencers are early adopters of new products and services, creating desire amongst their audiences.

Celebrity influencers have been around nearly as long as there have been celebrities. The first instances of celebrity product endorsement occurred in centuries past when royalty advertised the prestige of luxury goods. A new breed of celebrity influencers evolved in the 20th Century with people leisurely following the activities of famous actors, musicians, and professional athletes. In many ways, celebrities initiated trends.

As people have moved away from traditional media and spent more time on social media, trendsetters have molded into more relatable “influencers.” It is no longer just celebrities who influence society’s tastes; social media stars play an increasingly larger role. These modern influencers are social media personalities with loyal audiences built through regular, direct communication with their followers.

Related Post: The Top 25 Influencers Dominating Social Media
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in blog, Branded Content With Influencers, Fashion Influencers, Influencer Marketing, Social Media Influencers

Case Study: Hershey’s And Reese’s Pieces Enter The Twitch Arena

Case Study: Hershey’s And Reese’s Pieces Enter The Twitch Arena

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Twitch Influencer Marketing Case Study: Hershey’s & Reese’s Pieces Meet Ninja & Dr. Lupo

Twitch, once an unassuming livestreaming service for gamers, has grown to become the most dominant broadcasting platform for video games in the world over the last seven years. With 15 million daily active users, Twitch’s audience watches an average of 95 minutes of live broadcasts a day—fertile ground for companies seeking to expand their marketing strategies away from the other major social media platforms.

While Twitch has typically been used by companies to advertise gaming brands and products to its engaged user base, such has its popularity increased that brands outside gaming are more frequently looking to tap into its lucrative audience.

With 81.5% of viewers male and 55% between the ages of 18-34, Twitch’s audience represents a clear target for any marketers attempting to reach a demographic of young males. This has led mainstream brands, such as KFC, to view the platform as a valuable resource for their campaigns. TwitchCon 2018 also introduced new non-gaming brands into the Twitch arena, like Nissin Cup Noodles, Nerf, and Doritos.

Viewers on Twitch tend to form closer-knit communities than their counterparts on other networks. As a platform, Twitch allows uninhibited, real-time access to streamers while they play games—in contrast to the often highly produced content that audiences are familiar with on YouTube or Instagram. The authentic nature of Twitch’s platform and its top broadcasters (known as Partners) is its key selling point. Their audiences are more engaged, more loyal, and willing to invest in products played by streamers.

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

Influencer Spotlight: Exclusive Interview With Instagram Adventure Powerhouse Chelsea Kauai

Influencer Spotlight: Exclusive Interview With Instagram Adventure Powerhouse Chelsea Kauai

Subscribe to our industry digest for the latest news and trends on top Instagrammers, YouTubers, bloggers, & Snapchatters!

How Chelsea Kauai Expanded From Her Small Adventure Feed To One Of The Most Popular Instagram Travel Accounts

Chelsea Yamase, best known on Instagram as Chelsea Kauai, didn't set out to be a travel blogger sensation. As Instagram was taking off, Chelsea started as most amateurs did—creating an unscripted, highly filtered, and minimally followed feed snapshotting her food. But with a little bit of luck, grit, and a solid network, Chelsea Kauai's once little-known feed has scratched its way to the surface of more than half a million Instagram users' screens. Her followers are entranced by Chelsea's world of adventure curated with an expert's eye for design, mind for creativity, and heart for authenticity.

In an attempt to quench her own thirst for adventure and her followers' desire for artsy, travel-filled depictions and lifestyle inspiration, Chelsea has built an empire that champions all that's natural in life. Partnering with brands like Canon, KEEN, and an assortment of National Parks services, she sets out to lead a more purposeful and less stagnant life by documenting her purest intentions.

We caught up with Chelsea to find out more about her journey behind her popular travel account and to see what's in store for 2019 in an exclusive interview.

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in blog, Influencer Marketing, Influencer Spotlight, Instagram Influencers, Lifestyle Bloggers, Social Media Influencers

5 Biggest Takeaways From TwitchCon 2018 (Plus Exclusive Twitch Streamer Comments)

5 Biggest Takeaways From TwitchCon 2018 (Plus Exclusive Twitch Streamer Comments)

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

TwitchCon 2018 Recap & Highlights

  • Twitch Sings allows concurrent viewers to broadcast karaoke performances on Twitch.
  • Notable gaming and non-gaming brands showcased unique activations.
  • Esports commanded a huge presence with three gaming tournaments.
  • Twitch announced new and improved Twitch features Squad Stream, Highlight Editor, and moderation tools.
  • TwitchCon turnout reached 30,000 attendees, most of whom were young males.

On the weekend of October the 26th, the San Jose Convention Center hosted TwitchCon 2018. For three full days, the livestreaming giant invited the most popular gamers, artists, and brands to share their expertise and experience. Attendees also had a chance to get a first look at new games and Twitch developments, plus valuable networking opportunities.

While the Twitch.tv platform is hugely influential in the video game niche, generating a quarter of one game’s total sales, Twitch influencer marketing extends beyond just gaming. Twitch users are receptive to sponsored ads from brands of all kinds, meaning it's a level playing field for non-endemic, or non-gaming, brands. Several popular non-endemic brands have taken advantage of Twitch influencer partnerships, including Hershey’s, Doritos, Monster Energy, Nissin, and more.

Below we’ve detailed the five most important things marketers need to know about the newest games, biggest trends, and most exciting developments from TwitchCon 2018.

Related Post: Hershey's & Reese's Mashup With Ninja & Dr. Lupo

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

The Top 15 Pet Influencers Whose Instagram Followings Speak for Themselves

The Top 15 Pet Influencers Whose Instagram Followings Speak for Themselves

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The Top 15 Pet Influencers Delight 22 Million Total Followers

The influencer space has expanded from fashion, travel, and fitness to pets. The “pet influencer” title is not just for cats and dogs—in the past few years, the subgroup has evolved to welcome hedgehogs, hamsters, horses, and plenty more. Despite the obvious differences in communication, top pet influencers have engagement rates, sponsorships, and audience followings very comparable to their human influencer predecessors. With devoted parents to help share their stories, these animal influencers have the unique ability to reach animal lovers of all ages—and melt their hearts.

Here we’ve compiled the top 10 pet influencers based on their uniqueness, followings, and charm. Their influence is undeniable with a combined following of 22 million. This diverse bunch of critters is making wags in the social media space and they prove that influencers come in many shapes, sizes, breeds, and species.

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