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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

Types of Influencer Marketing Campaigns Marketers Should Know

Types of Influencer Marketing Campaigns Marketers Should Know

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

Influencer Marketing Campaigns: Types, Tactics, & Techniques

If influencer marketing were a climber, it would hold the record for fastest ascent up Mount Everest. As an industry, influencer marketing will be a $5-10 billion market by 2020. Around 70% of U.S. agency and brand marketers agree that influencer marketing budgets will increase in 2018. The exponential growth explains why influencer marketing was dubbed the fastest growing online customer acquisition method in 2017.

As more marketers hop aboard the influencer marketing train, many are increasingly overwhelmed with options. Aside from the most basic questions of “How do I find influencers?” or “How much should I spend on influencer marketing?,” marketers want to know “What are the different types of different influencer marketing campaigns I can run?

Separating influencer marketing campaigns into different buckets is tricky. As both brands and influencers strive for more subtle, authentic sponsorships, the line is blurred between these campaign “types.” However, understanding these general categories will help marketers understand the various approaches that they can employ in an influencer marketing strategy.

Related Post: Best Influencer Marketing Examples To See
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in blog, Branded Content With Influencers, Influencer Marketing, Social Media Influencers, Sponsored Content With Influencers

YouTube Creator Burnout: What Is It and What Does It Mean for Influencer Marketing?

YouTube Creator Burnout: What Is It and What Does It Mean for Influencer Marketing?

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

Why All the Fuss About YouTube Creator Burnout?

Just like Facebook and Instagram, YouTube uses a complex algorithm to decide the order of videos in any user’s feed. This means that YouTube shows its viewers the videos it thinks they want to see.

YouTube regularly tinkers with its algorithm, and recent changes have upset many of its more established broadcasters. One adjustment that caused concern was the expansion of the algorithm to affect videos in viewers’ subscription feeds:

  • Before: YouTube displays a feed of videos from a user's subscribed channels in roughly chronological order.
  • Now: YouTube curates videos from a users' subscribed channels based on popularity and engagement.

For much of 2018, the algorithm favored new videos over those already uploaded. This meant that YouTube Creators felt pressured to release more and more videos at a frequent rate, in order to avoid having their videos unceremoniously shunted down subscriber feeds.

As a result, many video producers are now suffering from YouTube Creator burnout—they feel overwhelmed, on a perpetual treadmill. Many believe it is a case of “film or die,” in the YouTube rankings at least.

Related Post: 3 YouTuber Controversies That Shook The Influencer World
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in blog, Influencer Marketing, Online Video Marketing, Social Media Influencers, YouTube Influencers

Case Study: NYX Launches Halloween DC Comics Contest With Beauty Influencers [Infographic]

Case Study: NYX Launches Halloween DC Comics Contest With Beauty Influencers [Infographic]

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

Instagram Marketing Case Study: NYX Influencers Are To Die For In Halloween Promotion With DC Comics & Warner Bros.

With Instagram being the biggest platform for social media influencers, it should come as no surprise that the largest brands in the world are looking to harness its potential and bring the best and brightest figures under their umbrella for online marketing campaigns.

With 35% of Americans looking for costume inspiration online and an estimated $9 billion projected to be spent this Halloween, brands like NYX Cosmetics are scrambling to procure effective influencer strategies to take full advantage of the demand.

Within the makeup and beauty industry, Halloween is a significant event for consumers, with Google search interest up 200% for DIY makeup tutorial videos around the period. An effective influencer campaign can mean brands can get a slice of the lucrative pie.

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

Top 20 Latina YouTubers Influencing Online Video

Top 20 Latina YouTubers Influencing Online Video

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

The Top 20 Latina YouTubers Boast 86 Million Total Subscribers

The influencer marketing industry has boomed over the past 5 years and is expected to reach $5-10 billion by 2020. The growth of social networking sites has provided a platform for connection, sparking a massive shift in marketing tactics. Through social media, influencers can connect directly to their audience, providing a substantial advantage over traditional advertising methods. Online social media influencers are simply more relatable than actors in a TV commercial.

Influencer marketing still shares the same basic principles of other marketing methods. When selecting an influencer, it’s imperative that brands choose someone who appeals to and influences their target market. In the US, there are currently around 57 million people of Hispanic descent, with over 14 million in California alone. Hispanics now make up a majority of the population in California at 39%, compared to 37% who identify as white.

With this shift in demographics, advertisers must evolve as well. Some TV commercials have made alternatives in Spanish, for example, and Hulu has begun to include similar ads. This inclusiveness is positive for the community and necessary for brands who want to make the most of rising Hispanic buying power. Fortunately, there are countless Latina influencers who carry clout.

Together, the top 20 Latina YouTubers boast a remarkable 86 million subscribers. Many of them have a primarily female audience, posting on beauty, cosmetics, health, and other female-driven topics. See our list below of the top 20 Latina YouTubers in order of YouTube subscribers.

Related Post: The 20 Most Popular YouTubers Dominating Online Video

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in blog, Fashion Influencers, Influencer Marketing, Influencer Marketing Top Lists, Online Video Marketing, Sponsored Content With Influencers, YouTube Influencers

Why Tesla’s Profitability Proves Earned Media is The Future

Why Tesla’s Profitability Proves Earned Media is The Future

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

Why Tesla's Profitability Proves Earned Media is The Future

Yesterday, shares for Tesla shot up 10% after CEO Elon Musk announced an “incredibly historic quarter.” With $300 million reported net income, this was the first time that Tesla officially became profitable. This good news was sorely needed in the wake of several controversies surrounding the CEO. Financial analysts appeared cautiously optimistic about the state of cash flows and the future of the company.

Perhaps most miraculous is that Tesla managed to pull this off after spending zero dollars on advertising.

 

Tesla Ad Spend Chart vs Car Industry Competitors

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YouTubers Attempt To Make Comebacks With A YouTube Apology Video

YouTubers Attempt To Make Comebacks With A YouTube Apology Video

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

YouTube Scandals Lead To YouTube Apology Videos

YouTubers are no strangers to controversy, meltdowns, divisive content, and everything in between. At best, an ill-judged comment or video from an online star can result in a mob of angry commenters. At worst, a backlash can cause a full-blown catastrophe for their burgeoning brand.

Fans may desert, sponsorships can go awry, and before they know it, the community that built them up brings them crashing down. Before delving into the comeback strategies, we’ll set the stage with some notorious YouTuber controversies.

Related Post: 8-Step Guide To Working With YouTube Creators
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in blog, Influencer Marketing, Online Video Marketing, YouTube Influencers

What Marketers Need To Know About TwitchCon 2018

What Marketers Need To Know About TwitchCon 2018

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

TwitchCon 2018: The Best Content Creators, Twitch Streamers, Brands, & Events

Twitch.tv, a livestreaming platform focused on video gaming, launched in 2011. Since then, it has become the hub of video-game content streaming online. Although Twitch isn’t as diverse or widely known as YouTube, it engages a large, young, and primarily male audience. Platform users spend, on average, over an hour watching content daily. With so much time spent on Twitch, the platform offers marketers and influencers a world of opportunity.

twitchcon 2018

From October 26-28th, the San Jose Convention Center will transform into TwitchCon 2018. The weekend-long event combines sessions and workshops featuring the most popular livestreamers, previews from top video game developers, and opportunities to grow your brand. Tickets are available to the public with day and full-weekend options available.

Those attending fall under one of three categories: Community, Affiliate, or Partner. Not all attendees can access every event at the convention, but the Sessions, Meet & Greets, and Expo Hall are open to all. To let the world know you’ll be at TwitchCon 2018, you can even turn on the exclusive 2018 Twitch Chat Badge.

Related Post: Is YouTube Gaming Losing To Twitch?
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in blog, Branded Content With Influencers, Influencer Marketing, Online Video Marketing, Social Media Influencers, Sponsored Content With Influencers

Top Reasons Brands Invest In Long-Term Influencer Relationships

Top Reasons Brands Invest In Long-Term Influencer Relationships

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

Why Brands Need To Invest In Long-Term Influencer Relationships

The marketing world continues to crank up influencer marketing budgets, and with good reason. An assortment of brands are experiencing benefits of influencer marketing campaigns firsthand. For an industry expected to reach $5-10 billion by 2020, not much stands in the way of influencers steering the ship. That is, so long as the marketers investing in the strategy continue to treat it as a relationship, rather than just a business deal.

long-term influencer relationships

As with any relationship, it’s probably a good idea for all parties involved to have a vested interest in sustaining the partnership. Lopsided relationships cause misalignment when it comes to measuring the return of the investment. Just as influencers invest in building long-term relationships with their audiences, brands need to have the foresight to invest in long-term influencer relationships.
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in blog, Influencer Marketing, Influencer Marketing Guides & How-To’s, Native Advertising With Influencers, Sponsored Content With Influencers

Cannabis Influencers: Marketing Cannabis Brands Through Social Media

Cannabis Influencers: Marketing Cannabis Brands Through Social Media

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

Cannabis Marketing In The Age Of Social Media Influencers

Legality of Marijuana In America

Cannabis is one of the fastest growing industries in recent years, due to widespread expansion of medical marijuana and even full legalization of weed at the state level in the U.S. Use of recreational marijuana has become increasingly mainstream, a trend led by states that have chosen to legalize. Canada officially legalized marijuana this month, further expanding the Western weed economy.

Marijuana is still illegal under U.S. federal law, which classifies cannabis as a Schedule I substance. Federal regulations around illicit psychoactive substances make advertising a challenge.
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in blog, Branded Content With Influencers, Influencer Marketing, Instagram Influencers, Native Advertising With Influencers, Social Media Influencers, Sponsored Content With Influencers

Case Study: Johnnie Walker Is A Step Ahead When It Comes To Micro-Influencers

Case Study: Johnnie Walker Is A Step Ahead When It Comes To Micro-Influencers

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

Instagram Marketing Case Study: Over 100 Influencers Join Johnnie Walker In The Stride Towards Gender Equality

Influencer marketing on Instagram alone is set to surpass $2. 3 billion dollars by 2019. Large and small brands alike are continually developing strategies to draw customers in through influencer marketing efforts. Diageo brand, Johnnie Walker, has been using more than 1,000 social media influencers in global influencer marketing campaigns since 2016 to help tell the brand’s story and demonstrate brand promise through activism and progressive marketing.

The progressive brand’s ongoing “Keep Walking America” campaign pushes celebration for cultural progression and diversity, while recently spotlighting women’s equality with the limited launch of the Jane Walker label. According to Nielsen Spectra, 29% of scotch buyers are women, and women account for 24% of scotch sales. Although Johnnie Walker marketing approached gendered packaging with the knowledge of potentially sparking controversy, the 50% female-represented company has persisted in its campaign efforts against gender inequality by partnering with more than 100 female micro-influencers on Instagram.
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in blog, Branded Content With Influencers, Influencer Marketing, Influencer Marketing Case Studies, Instagram Influencers, Social Media Influencers, Sponsored Content With Influencers

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