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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

Instagrammer Spotlight: Josh Ostrovsky, The Fat Jewish

Josh Ostrovsky's sponsored YouTube video campaign with Three Jerks Jerky

Why Josh Ostrovsky "The Fat Jew" Entertains Millennials, Major Brands

Known for his corpulent figure and hairstyle, Josh Ostrovsky is anything but subtle. Ostrovsky, who refers to himself as "a Jew unicorn," launched to fame with his outrageous brand of humor via his Instagram channel, @TheFatJewish. Josh Ostrovsky’s often coarse material has attracted 5.7M followers, and while he has more than his share of detractors, his fan base is both staggering and climbing.

Born and raised in New York City, Ostrovsky attended several universities before ultimately becoming an alumnus of SUNY Albany. After graduation, he used his alter-ego “The Fat Jew” to host parties and various gigs before joining Instagram in 2012. In addition to his own channel, Josh Ostrovsky is also the creator of Instagram accounts @ToastMeetsWorld and @MuppetsRevenge (his pets) both of which have a combined follower count of 337K. 

With his vast reach and highly engaging content, Ostrovsky joins the ranks of other prominent social media influencers who have partnered with major companies for brand-sponsored content and sponsorship opportunities (see our post here on how to create sponsored content with Instagram influencers). Josh Ostrovsky's brand sponsorships include Burger King (detailed below) and Three Jerks Jerky (as seen in video above). 

See our post here on how brands work with social media influencers.

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in blog, Branded Content With Influencers, Influencer Spotlight, Instagram Influencers, Online Video Marketing, Social Media Influencers, YouTube Influencers

Influencer Marketing Stats You Should Know

Influencer Marketing Stats TrendsSee additional insights and full reporting on influencer marketing via Google Trends. Subscribe to our industry digest newsletter: the latest authoritative marketing news, trends, and stats on social media stars

Influencer Marketing Stats Shaping How Brands Work With Social Media Influencers

Influencer marketing is utilized by the latest blue chip startups to well-established traditional brands to generate awareness, engagement, build audiences across multiple social platforms, and ultimately drive up profitable customer action. As a rapidly growing sector of digital marketing, social media, and native advertising, influencer marketing helps brands capitalize on overarching industry trends including the shift from TV to digital, display advertising to sponsored content, and online video traffic.

The continued growth of Facebook, YouTube, and newer social media platforms (Instagram, Snapchat, Vine, Periscope) have concurrently helped fuel the growth of influencer marketing -- brands are seeking to target these platform users and leveraging the vast audience reach of top social media influencers (YouTubers, Instagrammers, Snapchatters, Viners). For perspective, top YouTuber Bethany Mota's average video view rivals the median viewership for many TV shows. As TV viewership declines (see Nielsen data cited below), advertisers will need to find new ways to connect and engage with audiences online on these social channels:

Here are the influencer marketing stats and trends marketers need to know:

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Influencer Spotlight: Sweet Tooth Sweet Life

Sweet Tooth Sweet Life InterviewLifestyle Blogger Courtney Horan of Sweet Tooth Sweet Life

Courtney Horan began blogging as a way to keep track of her daily fitness routines and meals. Her blog centers around living a healthy and active lifestyle, all while maintaining a positive outlook (with room for dessert). Courtney’s path was not always easy -- after college, she struggled with relationship issues and allowed bad habits to take over her life. However, she was able to find her drive and ultimately achieve a healthy, balanced life.

In her interview feature, Courtney shares her life's experience in the ever-changing blogging world, and how it has evolved into a veritable business platform connecting audiences with brands. Sweet Tooth Sweet Life "a love of food, fitness, and fashion" shares the latest on her pregnancy journey, recipes, workouts, meal planning, and more.

Read Sweet Tooth Sweet Life's interview to learn her views on the industry, candid advice for bloggers and brands alike, and her viral post, "The Twinkie Diet."

How did you get started blogging?

I had been reading blogs for about a year and always thought, man, that seems really fun! Then while I was away one weekend with my husband, I told him that I wanted to start one of my own and he said, “Ok, then go for it!” So I started right then and there by taking a super dark and grainy picture of our truffle fries.

What was your first blog post?

I actually had to go back and re-read it because I had no idea! My very first post was basically two sentences saying “Hello!” to the world. But my first “real” post was a bit of a recap of that weekend that we were away in Burlington, VT. Sadly, I ended up deleting most of the pictures from my first few posts back in the day, because I had run out of storage space and had no idea what else to do. Rookie mistake…

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in blog, Bloggers, Influencer Spotlight, Social Media Influencers

Influencer Marketing Case Study: Airlines

Influencer Marketing Case Study Airlines Tuula Vintage Jessica Stein

In 2015, Airline companies Cathay Pacific, Air New Zealand, Air France, and Air Nippon collaborated with leading travel and lifestyle influencers including Tuula Vintage and Song of Style to develop rich content while integrating their brand messaging to new audiences online. The influencer marketing campaigns are not solely focused on travel-specific blogs, rather they seek to incorporate the brand within several categories, resulting in an innovative, engaging approach for increased audience exposure.

This case study is part of our ongoing Influencer Marketing Case Study Series.

Influencer Marketing Case Study:

Goals
  • Primary Objective - Build and drive brand awareness by partnering with aspirational lifestyle tastemakers in order to reach affluential audiences
  • Secondary Objective(s) - Leverage top social media influencers' social, creative direction, and audience base to elicit engagement, ultimately driving up profitable action
Approach
  • Partner with top bloggers in multiple lifestyle categories (fashion, travel, food, wedding) including Tuula Vintage, Song of Style, and 100 Layer Cake
  • Authentically develop aspirational campaign messaging
  • Organic, timely, and relevant integration within influencer's storyline
  • Market to new audiences through adjoining blog categories

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

How To Beat Ad Blocking With Sponsored Content, Influencer Marketing

To learn more about influencer marketing, see our free white paper series.

Amidst Ad Blocking Crisis, Brands & Publishers Look To Sponsored Content Options

On August 10, 2015, Adobe in conjunction with UK startup PageFair, published a report illustrating the rise of ad blocking -- ad blocking rates grew by 41% globally, and 48% in the United States (see their entire report above). With the release of iOS9, Apple's latest operating system now features mobile ad blocking capabilities. Furthermore, starting in November, Google will penalize sites with app install ads (read more on their official Webmaster blog). As seen below in Business Insider's graph, the rapid rise of ad blocking (costing advertisers an estimated $22 billion in 2015 alone) has prompted brands including Nylon to focus their marketing efforts on sponsored content (see Digiday's article on Nylon here).

Ad Blocking Stats 2015

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in blog, Branded Content With Influencers, Influencer Marketing, Influencer Marketing News, Influencer Marketing Statistics, Monetization, Native Advertising With Influencers, Online Video Marketing, Sponsored Content With Influencers

How To Measure Influencer Marketing Campaigns

How To Measure Influencer Marketing Campaigns

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

Influencer Marketing Campaigns: How To Accurately Measure Campaign Success

Key performance indicators (KPIs) are quantifiable performance metrics/values that show whether or not a marketing campaign reaches its goals and/or business objectives. With influencer marketing campaigns (wherein a company works with a digital star and/or social media influencer to effectively drive engagement and increase direct response), brands may have specific primary objectives followed by secondary ones. KPIs are typically determined by the brand, are brand-specific, and vary depending on individual marketing campaign goals. Although they may overlap in nature, these marketing metrics fall into two categories: branding KPIs and response-based KPIs.

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in blog, Influencer Marketing, Influencer Marketing Guides & How-To’s, Instagram Influencers, Monetization, Native Advertising With Influencers, Online Video Marketing, Social Media Influencers, YouTube Influencers

How To Work With Social Media Influencers

"Dear brands, I've been having a bit of trouble with you recently. You don't seem to understand social media at all. What's worse is, you don't seem to understand that we do...far more than you. Which is why we have these audiences you want access to."

Want To Get The Most Out Of Working With Social Media Influencers? Start By Listening To Them.

Increasingly more and more brands are teaming up with top social media influencers to market their brand, product, or service. In an effort to engage millennials, fast food giant McDonald's recently announced their partnership with YouTubers Gabriella Lindley and Oli White in order to build their new YouTube channel, Channel Us. Hallmark, for their recent "Signature Styles" branding campaign, partnered with notable tastemakers, bloggers, and YouTubers to feature stylish outfits inspired by their new line of cards. Mercedes-Benz partnered with Casey Neistat to make a "YouTuber commercial" with an adjoining 3-part behind-the-scenes promo series.

From Adidas to Starbucks to Castrol and almost every industry vertical and advertiser category, companies are now recognizing just how immensely valuable marketing with social media influencers can be. In order to effectively break through the growing social media noise, brands seek the aid of powerful social media influencers to help with both branding and direct-response marketing initiatives.

The Glaring Problem With Brands Working With Social Media Influencers?

Most brands have a difficult time working successfully with and creating alongside top social media influencers. Influencer marketing is a newer sect of marketing that involves critical elements of social media, social media platforms, online video channels, and the influential tastemaker personalities that shape massive consumer audiences.

After a particularly frustrating month of dealing with brands, London YouTuber Dodie Clark "Doddleoddle," created a video titled "Brand Deal Rant" where she outlines the existing problems she's encountered and her best advice for brands desiring to successfully partner with social media influencers. With two YouTube channels totaling over 300K+ subscribers and 21.5+ million total video views, Dodie innately understands how to create content that resonates and build audience affinity.

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

How To Create Sponsored Content With Instagram Influencers

Sponsored Content With Instagram Influencers

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

3 Tips For Creating Sponsored Content With Instagram Influencers

Sponsored content is a great way for brands to target and engage their ideal audience. When executed properly, sponsored content via social media influencers is a highly effective way to broaden brand awareness and promote social media engagement (see our post here for why social media engagement matters for sponsored content). Top influencers can have hundreds of thousands to millions of followers. Although there is a constant influx of new social media platforms, Instagram has established itself at the top. With 300 million active users, and 70 million average uploads a day, marketers are looking to tap into the platform’s reach.

Instagram’s premise is simple: it is a user-generated photo and video social sharing app where its users can also follow accounts based on their aspirational lifestyle interests, including brands. Many brands, such as Chandon, are targeting millennials who, earlier this year, have become the most populous demographic in the United States. Within a year, Instagram use has risen 16% among young adults (19-29) which makes it an ideal platform for marketing to millennials.

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in blog, Branded Content With Influencers, Fashion Bloggers, Fashion Influencers, Influencer Marketing, Influencer Marketing Examples, Influencer Marketing Statistics, Instagram Influencers, Native Advertising With Influencers, Social Media Influencers, Sponsored Content With Influencers

Blogger Spotlight: The Fitnessista by Gina Harney

The Fitnessista Interview Gina Harney

Gina Harney "The Fitnessista" Shares Her Thoughts On Blogging, Viral Posts, & Social Media

In an effort to share healthy meal examples and fitness ideas with her personal training clients, Gina Harney started blogging in 2008. After three years, her blog "The Fitnessista" reached one million monthly page views. Since then, The Fitnessista has become a highly sought-after resource of fitness workouts (including sections like 'barre,' 'playlists,' 'cardio and HIIT') and a dedicated recipes section complete with vegan, gluten-free, and dessert categories.

Check out her interview feature as The Fitnessista shares her thoughts on getting started, her "breakout" moment, top-viewed post, and her seasoned advice to brands seeking to partner with influential bloggers:

How did you get started blogging?

I started blogging back in 2008 when my husband and I had just moved to Valdosta, GA. I still hadn’t met a lot of people and was working as a personal trainer. Many of my clients would ask me for eating examples for healthy meals, so I started the blog as a way to share ideas with them and also connect with others who shared a common love of fitness and healthy eating.

What was your first blog post?

It was a short introduction with an idea of what the blog was going to be about. I actually ended up deleting it because it was so weird/awkward.

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in blog, Bloggers, Influencer Spotlight, Social Media Influencers

Marketing To Millennials Through Social Media

Marketing To Millennials Through Social Media Influencers

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

Marketing to Millennials Through Social Media Networks, Channels & Platforms

The days of reaching millennials through traditional print and television advertising are quickly dwindling - as reported in Wall Street Journal, many TV networks are quickly pioneering digital strategies involving top "YouTubers" (YouTube video bloggers or "vloggers") in an effort to retain millennial viewership. In a 2015 census report, millennials (18-34) have outpaced Baby Boomers to become the most populous demographic in the United States, spending an approximate $1.3 trillion annually. Millennials are highly tech-savvy and socially conscious consumers. They choose to align with brands that reflect their own set of interests, lifestyle aspirations, and expect the brand to be responsive to what the consumer wants.

At the start of 2015, Adweek published research from Salesforce reporting that a vast 70% of marketers will spend more on social this year with special emphasis to mobile and content. Brands are augmenting their marketing strategies to focus on social media and are able to target highly specific audiences through the digital or social media influencers millennials follow (YouTubers, Instagrammers, Bloggers, Snapchatters, Viners, et al.), with top accounts featuring follower counts in the millions.

As such, brands are successfully marketing to millennials through the use of social media by partnering with these top influencers to create engaging, aspirational, and authentic content. Here are best examples of how brands are marketing to millennials through social media on channels they prefer the most:

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in blog, Bloggers, Fashion Bloggers, Fashion Influencers, Influencer Marketing, Influencer Marketing Examples, Instagram Influencers, Online Video Marketing, Snapchat Influencers, Social Media Influencers, Sponsored Content With Influencers, YouTube Influencers

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