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The YouTube and Influencer Marketing Blog

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

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

Why Social Media Engagement Matters For Sponsored Content

In an effort to get marketers to look beyond sheer views and impressions as an indicative measure of marketing success, Minneapolis agency Solve created a completely blank, untitled YouTube video. With a total pre-roll ad buy of $1,400, the four minutes of white space and silence garnered an impressive 100,000+ views for the entire marketing campaign.

Beyond Total Views: Determining Effective Social Media Engagement For Sponsored Content

While the blank video experiment proves its point regarding the sometimes arbitrary total views and impressions, it does raise an important question: if views and follows can be easily feigned or bought, what then are the best ways to gauge campaign effectiveness for sponsored content? Furthermore, amidst mounting data suggesting the ineffectiveness of traditional paid media options (i.e. banner ads, Trueview ads) coupled with the rise of ad-block software, what is the best way for brands and companies to effectively market online and create meaningful social media engagement for sponsored or branded content?

What Is Effective Social Media Engagement?

Effective social media engagement for sponsored content goes beyond initial video or total page views into consumer or audience behavior. Though it is important to start with these traditional reach metrics when evaluating for total possible exposure, executing effective online marketing moves quickly from views, followers, subscribers to evaluating the actions taken upon being exposed to the sponsored content.

Effective social media engagement includes or results in:

  • Likes - perhaps the most basic form of audience endorsement or approval, the amount of +1s, thumbs up, hearts or likes is still a fair measure of social media engagement
  • Sharing content - the best content is worth sharing; how many retweets, shares, or "re-grams" (sharing on Instagram) does your content generate?
  • Tagging others - along with sharing, tagging others gets the original paid content directly (and now, organically) into the attention of related audiences/demographics
  • Commenting - beyond views or impressions, does the content move and prompt the viewer to take action by leaving their personal input?
  • Positive sentiment - regarding the nature of comments left, what is the overarching view or attitude?
  • Direct response - are audiences clicking over to your website, signing up, or responding to your CTA (call-to-action)?

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in blog, Branded Content With Influencers, Instagram Influencers, Native Advertising With Influencers, Online Video Marketing, Social Media Influencers, YouTube Influencers

How Car Brands Are Marketing With Top Social Media Influencers

To generate buzz and create shareable aspirational lifestyle content for the launch of their new CLA, Mercedes-Benz partnered with top YouTuber, Casey Neistat. Check out the rest of our post to see how many other car brands are marketing with social media influencers across all channels including Instagram and YouTube.  

To Leverage Massive Consumer Reach, Car Brands Are Marketing With Top Social Media Influencers

In a recent article published in Automotive News, media strategist Peter Ternes of General Motors states "auto companies court influencers because they reach audiences carmakers wouldn't otherwise -- consumers who might never watch a car commercial or read a car magazine." Additionally, Ternes says car brands are "telling the same story to the same people over and over again" however, with the success of influencer marketing campaigns, these traditional automakers are now telling a new story to a completely different audience, previously unreachable.

See how car makers including GMC, Cadillac, Toyota, Maserati, and several others are partnering with top social media influencers to reach and engage vast new audiences across new and emerging social publishing channels:

Mercedes-Benz: YouTube & Instagram Marketing Campaigns With Several Top Social Media Influencers

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How Brands Are Advertising On Instagram

How Brands Are Advertising On Instagram

Thinking About Advertising On Instagram? Here's How These Brands Are Doing It: Wendy's, Stoli, Chandon, And More

Since its inception in 2010 as a simple photo app, Instagram has grown exponentially to become one the top social media sharing platforms among millennials (who have outstripped the baby boomer generation to become the most populous demographic in the United States) and Generation Z. Instagram has grown in usage from 2013 -- from 37% of young adults (18-29) to 53% in 2014, according to a Pew Research survey. Furthermore, Instagram’s success is not limited to the United States; it is reported that in 2018, one third of global internet users will be actively using the platform. 

Countless brands from almost every industry vertical, including Moët & Chandon, Stolichnaya, Wendy's, Revolve, and Capital One have optimized their social media marketing strategies to target and engage active Instagram consumer audiences by determining which visual style is the most appealing.

Examples Of Brands Advertising On Instagram:

Instagram's user experience, a seamless feed of personally-curated images, has reshaped the way that we perceive others, and how we depict ourselves. This is also true for brands, who have realized the immense potential to target Instagram’s 300M active users, who share an average of 70M photos daily. To capitalize on this untapped and massive advertising opportunity, brands are evaluating their marketing strategies, sometimes moving away from heavily edited photos in exchange for a more realistic portrayal, and partnering with top social media influencers for high ROI campaign results.

Rosé. The new American classic. #ChandonSummer #LetsCatchUp #SundayFunday

A photo posted by Chandon USA (@chandonusa) on

Chandon

A subsidiary of Moët & Chandon (of multinational luxury goods conglomerate, Louis Vuitton Moët Hennessy "LVMH"), Chandon is appealing to female millennials in an effort to rebrand its image. Traditionally, Moët & Chandon is known for being a luxury European champagne. Like many brands seeking to quickly build audiences and brand affinity, Chandon partners with top social media influencers (recently top lifestyle bloggers Kelly Mindel of studioDIY and Ashley Rose of Sugar & Cloth).

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

How To Find Instagram Influencers

How To Find Instagram Influencers

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

How To Find Instagram Influencers For Your Marketing Campaign

In a recent study published by independent technology and market research company, Forrester, brand engagement rates on Instagram are significantly higher than any other social platform including Facebook and Twitter (4.21% vs. <0.1%, respectively). Coupled with its 300 million active users (over 73% are aged 15 to 35 years old), Instagram is proven to be a high ROI marketing channel for many brands and companies.

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in blog, Influencer Marketing Guides & How-To’s, Instagram Influencers, Social Media Influencers

Apple To Roll Out Marketing Campaign With Popular YouTubers

On a recent Toyota-sponsored road trip, Louis Cole and several popular YouTubers met with Apple at their Cupertino HQ (3:00) to confirm forthcoming collaboration(s). 

Apple Planning To Market With Popular YouTubers For Rumored New iPhone 6s Plus Ad Campaign

As increasingly more ad dollars and marketing campaign budgets are allotted for digital marketing (up to 80% of companies according to Ad Age), major household brands and companies are partnering with top social media influencers to galvanize huge teen, Gen X, and millennial consumer bases and elicit audience engagement. After a video published on August 6, 2015 by popular travel and adventure YouTuber, Louis Cole "FunForLouis," it appears that tech giant Apple itself will engage in influencer marketing with popular YouTubers for possible promotion of its forthcoming iPhone 6s Plus release.

Similar to Apple's Tumblr ad campaign for the iPhone 5c, marketing with popular YouTubers ensures that Apple will deftly reach targeted and ideal demographics, audiences, and followers for forthcoming products and launches. Apple's collaboration with top YouTubers signifies how name brand global brands recognize the efficacy of reaching consumers online through YouTube influencer marketing.

As excerpted from Cole's video (3:21),

"Well guys, that was an exciting, but very long meeting. We ended up going for some food and drinks and stuff at a bar, but turns out I'm going to be doing some stuff with Apple. They don't work with many people, but we're going to be doing some stuff together and...which is exciting. I can't tell you more than that."

Popular YouTubers Involved In Apple's Impending Marketing Campaign

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in blog, Online Video Marketing, Social Media Influencers, YouTube Influencers

Top YouTube Celebrities Featured On The Late Late Show

The Late Late Show Commemorates And Pays Homage To YouTube's 10th Anniversary With Top YouTube Celebrities

As traditional TV viewership continues to decline and billions of TV ad dollars shift towards digital media, many TV and cable networks are seeking to turn the tide by bolstering their digital audiences and viewership on YouTube. As such, CBS's "The Late Late Show" hosted by James Corden took to the online video platform by publishing snippets of its weeknight episodes -- several clips have gone "viral" including the Carpool Karaoke comedy shorts serving to not only carve out a dedicated TV viewership base for a brand new show but also to quickly build Corden's notoriety with online audiences. Since its debut earlier this March, The Late Late Show YouTube channel has amassed close to one million subscribers and over 200 million total video views in a matter of 6 months, 70 episodes.

For their 70th episode on August 21, The Late Late Show chose to pay homage to YouTube's 10th anniversary by filming a special edition show #LLSYouTube at YouTube Space LA, a $25 million dollar professional production facility studio for top YouTubers (with over 10K subscribers). YouTube Space LA recently hosted Arnold Schwarzenegger for the filming of "Terminator Genisys: The YouTube Chronicles," a collaborative movie promotion with top YouTube celebrities. #LLSYouTube featured YouTubers Tyler Oakley, Jenna Marbles, Kandee Johnson, The Slow Mo Guys, and the creators of "Epic Rap Battles."

In today's digital environment, TV networks are recognizing the importance of creating content that goes beyond ratings. Executive editor Mathew Belloni of Hollywood Reporter notes, "[TV networks] want ratings, and they want people to watch there, but they want people to talk about the shows, and they want to be in the national conversation, and the way to do that these days is to own the Internet" (CBSnews). Like many other brands or companies creating branded or sponsored content alongside top YouTube celebrities, The Late Late Show skillfully integrated each YouTuber's niche expertise, theme, and persona into the show while continuing to retain The Late Late Show's own branding and feel.

Check out highlights from The Late Late Show's 70th episode with top YouTube celebrities:

YouTube 10th Anniversary Monologue

The Slow Mo Guys Blow Up A Watermelon

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in blog, Online Video Marketing, Social Media Influencers, YouTube Influencers

Top Mens Fashion Blogs

5 Top Mens Fashion Blogs I Am Galla Adam Gallagher

3 Top Mens Fashion Blogs For 2015

With the first-ever New York Fashion Week standalone Men's showcase (July 13-16, 2015), the men's fashion scene is quickly on the rise and becoming mainstream. In a recent report conducted by research firm IbisWorld, men's clothing sales are outpacing both cameras and computers for e-commerce. Research published in The New York Times reported men's wear growth at 14% vs. women's at 8% (2011). According to the same study, men's wear represented a significant 40% of the $240 billion dollar global fashion sector.

In spring 2014, Fortune reported nearly a 200% increase in super-premium denim sales (2001-2008) and increased U.S. suit sales growth of nearly 10% (2009-2013). As such, many brands who have previously catered predominantly to women's fashion are pioneering dedicated men's offerings (including subscription box service Birchbox, Michael Kors, and Sephora) and partnering with top men's fashion bloggers for sponsored blog posts.

Here are our picks for top men's fashion blogs (categorized alphabetically) -- similar to our 20 Top Fashion Bloggers list, we've compiled our list based on a set of ranking criteria with specific considerations to cross-platform social media audience, reach, sponsored brand integrations, and have excluded community-sourced/multiple authored blogs and lifestyle blogs (blogs with emphasis on travel, food, design, in addition to fashion).

Top Mens Fashion Blogs 2015 Bryan Boy

Bryan Boy - Bryan Yambao

A web developer in a past life, Bryan Yambao ranks among one of the most well-known and longstanding men's fashion bloggers. Bryan has been featured in several notable media outlets as a major digital influencer (The New York Observer, Teen Vogue, The Coveteur), is represented by both talent agencies IMG and WME, and is also a top Instagram influencer with over half a million followers.

He Spoke Style - Brian Sacawa

As a Grammy award winning professional musician, elite level bicycle racer, and runner-up in a national cocktail competition, New York native Brian Sacawa presents the latest styles and trends in men's formal fashion. His blog, He Spoke Style, features an innovative Style Guide section where readers can instantly source style inspiration via sorting by categories (accessories, footwear, season, occasion).

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in blog, Bloggers, Fashion Influencers, Social Media Influencers

How 3 Instagram Influencers Took Over Capital One

How Brands Work With Instagram Influencers Capital One

Capital One Gave 3 Instagram Influencers Free Reign Of Their Instagram Account. Here's What Happened:

“What’s in your wallet?” the familiar slogan is the foundation for Capital One’s Instagram campaign. In an effort to reach millennials through social media, three Instagram influencers (Kimberly Genevieve, Paul Octavious, and Zachary Rose) were given access to the credit card company’s Instagram account and gave viewers a glimpse into their wallets. Noha Abdalla, Capital One’s senior director of digital brand strategy and social media, told AdWeek that “Instagram is more compelling [to millennials] than Pinterest or Tumblr- just given the audience sizes and growth.”  

Capital One is not the first card company to elicit far-reaching results and ROI with influencer marketing. At the tail end of 2014, American Express executed a similar campaign to the tune of 10 million Instagram impressions and 40K total engagements. Supporting the efficacy of brand-sponsored influencer marketing, American Express's influencer-generated content produced 23% more engagement than the rest of the brand's typical content.

This recent strategy is an effort to attract millennials, who have outranked baby boomers to become the largest and most diverse demographic in the US this year. For millennials, Instagram is the second most preferred social platform, outranked only by Facebook, because it is visual and allows users to consume a large variety of content quickly.

The Instagram Influencers Involved 

Los Angeles based photographer Kimberly Genevieve captures a shot of an interior designer’s wallet which, not surprisingly, contains a paint swatch. Genevieve is known for her bright and clean style.

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in blog, Instagram Influencers, Native Advertising With Influencers, Social Media Influencers

What Brands Need To Know About FTC Guidelines

FTC Guidelines Sponsored Content Social Media For the latest authoritative marketing news, trends, and stats on social media stars and influencer marketing,subscribe to our industry digest newsletter! 

The Importance of FTC Disclosure In Sponsored Social Media Content

At the start of 2015, high-end fashion retailer Lord & Taylor leveraged the audience reach of 50 top fashion Instagram influencers, but also failed to properly disclose the fact that the entire campaign was sponsored. With the growth of influencer marketing and the non-standardization of how to disclose sponsorship and confusion over the FTC guidelines can create incongruities between influencers and the influencer marketing companies that function as intermediaries between brands and influencers. Influencers are often given vague guidance over disclosure or none at all.

As evinced by this specific occurrence, brands need to understand the basics of sponsored disclosure when it comes to social media posts and content. Marketing with celebrities and other social media influencers yields high ROI results, however brands looking do need to adhere to specific sponsored content disclosure guidelines in order to ensure brand compliance.

FTC Guidelines For Sponsored Content Across Social Media

The new guidelines for sponsored blog posts are similar to “advertisement” labels in magazines, which inform consumers of a paid sponsorship that may be construed as editorial content. The same concept is applicable to sponsored blog posts, some key elements to disclosure are:

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in blog, Bloggers, Branded Content With Influencers, Instagram Influencers, Monetization, Native Advertising With Influencers, Social Media Influencers, YouTube Influencers

Influencer Marketing Case Study: Chloé

How Chloé's Valentine's Day Fragrance Campaign Inspired "Love Stories" With Top Fashion Bloggers

In order to drive awareness and brand favorably with target consumer audiences, French fashion house and online retailer Chloé orchestrated an online campaign featuring several blog sponsored placements with top fashion bloggers. Not only did Chloé's influencer marketing campaign succeed with eliciting favorable audience sentiment, but did so by asking the world's most influential fashion, beauty, and lifestyle bloggers to create exclusively branded content on their "Love Story" fragrance theme. 

Influencer Marketing Case Study:

Goals

  • Primary Objective - to brand and drive awareness for the launch of Chloé's new fragrance, Love Story, by targeting high-end clientele via top fashion bloggers' audiences
  • Secondary Objective(s) - leverage top fashion bloggers' social, creative content, direction, and readership base as a jump off point for audience engagement

Approach

Results

  • High levels of audience engagement including 100+ comments on Gal Meets Glam's single post
  • Immensely favorable consumer social sentiment regarding fragrance
  • Invaluable consumer feedback from distinct, target consumer audiences
  • Elevated brand awareness and messaging
  • Combined social reach (Instagram, Twitter, Facebook, Pinterest) - 4,620,000+
  • Total blog audience reach (total page views, monthly uniques) - 7,000,000 page views; 1,400,000 monthly uniques

Influencer Marketing Case Study Chloe Love Story

Founded in 1952, Chloé was one of the first brands to debut high end made-to-wear "prêt-à-porter" fashion collections. Since it's inception, Chloé has worked with many well-known fashion luminaries including Karl Lagerfeld, Stella McCartney, spokesmodel and actress Chloë Sevigny, and can count several celebrities such as Natalie Portman and Kirsten Dunst as high-profile clientele.

Though Chloé's storied history is both impressive and longstanding, the traditional fashion brand is one of many companies marketing to coveted demographics only available on digital, mobile, and social media networks. As demonstrated by their Love Story campaign, Chloé has adapted its marketing and advertising strategy to prominently feature top fashion bloggers and therefore ensure the dissemination of their brand amongst high-traffic sites and adjoining social media publishing channels.

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

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