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

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

Influencer Marketing News, Stats & Trends Week 10-12-2015

Influencer Marketing News Forbes YouTuber List

image via Forbes' YouTube channel

GoPro, Facebook's YouTube Killer, Forbes' YouTuber List

This week's influencer marketing news, stats, and trends roundup features several industry firsts across the YouTube, Instagram, Facebook, and publishing landscape.

  • GoPro launches $5M annual awards program for content creators including weekly cash awards Of $5K (for best photos, raw clips, video edits). SVP of Entertainment, Zander Lurie, keen on “sharing revenue with our user;” believes this initiative will help launch careers (cites top YouTuber successes of PewDiePie and Jenna Marbles in Adweek feature)  
  • Facebook to launch its own YouTube (Re/code)
  • Forbes publishes its first YouTuber list charting their earnings. Follows in the footstep of other traditional and mainstream publications (see Variety's second annual Digital Stars vs. Celebrities ranking) giving increasingly more dedicated coverage on the YouTuber phenomenon spearheading online video views.
  • Google To Advertisers: Spend 26% of your TV budget on us if you want to reach 15-34-year-olds (Business Insider). Announced at Brandcast (YouTube’s annual advertising event in London), this statement by Google's UK managing director, Eileen Naughton, follows Google’s Q2 statement “YouTube now reaches more 18 to 49-year-olds than any single US cable network.”
  • New Report From Millward Brown: Teens & Adults Watching Equal Amounts of Online Video vs. TV (16-45-year-olds)
  • Continuing the Hollywood digital talent arms race: UTA signs both makeup YouTuber Kandee Johnson, and Annoying Orange creator, Dane Boedigheimer. Last month WME signed Caspar Lee, Elise Strachan, and Casey Neistat (Tubefilter)
  • Just in time for the holiday rush, Reuters profiles how the phenomenon of YouTube unboxing is driving gift lists.
  • LG Electronics Australia gives phones to 30 Instagrammers in targeted effort to drive brand engagement (CMO)
  • No longer just the platform for fashion & beauty brands, mobile gaming companies are now starting to run ads on Instagram (WSJ)
  • 75% of marketers are using influencer marketing (Adweek)
  • Launched October 5 to promote Shoppable Video Ads, "Awesome Stuff Week" YouTube's new channel featuring top YouTubers reviewing products elicits over 3.4 million views to date

videos from GoPro, Facebook, and Forbes below the fold: 

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in blog, Bloggers, Branded Content With Influencers, Influencer Marketing, Influencer Marketing News, Influencer Marketing Statistics, Instagram Influencers, Native Advertising With Influencers, Online Video Marketing, Snapchat Influencers, Social Media Influencers, YouTube Influencers

How To Use Instagram For Marketing

How To Use Instagram For Marketing Tips Barefoot Blonde Pink Peonies

3 Best Tips On How To Use Instagram For Marketing

Once considered a niche social media network, Instagram has shattered both user and brand expectations over the course of the past five years. According to AdWeek, Instagram and its parent, Facebook, are likely to control up to 65% of the social media budgets of most brands in 2016, which equates to approximately $16.3 billion. The real surprise here, though, is that it’s not Facebook that’s driving these numbers up -- it's Instagram. Engagement on the platform continues to be a major part of Instagram's appeal when compared to marketing on other social platforms. When stacked up against Facebook, Twitter, Pinterest, Google+, and LinkedIn, Instagram continues to be the clear industry leader (see 2015 Forrester research here). 

Learning how to use Instagram for marketing is an essential part of building a brand and driving profitable engagement, awareness, and affinity in the digital age. Here are three top tips to get you started:

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5 Top Fashion Bloggers on Instagram

Top Fashion Bloggers On Instagram

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

The Top Fashion Bloggers On Instagram

From blogging to fashion super stardom, here are the top fashion bloggers on Instagram commanding a combined audience of over 15 million followers and collaborating alongside the world's biggest brands. As reported by data insight firm L2, fashion and beauty brands are seeing rising rates of engagement quarter upon quarter (for more info, see Digiday's article "Why Fashion & Beauty Brands Love Instagram"). Though some brands are priced out of Instagram's monthly ad spend, many of Instagram's best brands are successfully marketing on the platform by creating sponsored content with top influencers.

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The Different Types Of Social Influencers

Different Types Of Social Influencers Viner Logan Paul

image via popular Viner Logan Paul's YouTube channel

The 5 Types Of Social Influencers You Must Know

"Social influencer” may not yet be a household term yet, but its usage is growing exponentially. This is especially true in the world of digital, social media, and influencer marketing, where many top brands are teaming up with social influencers in order to effectively market to consumer audiences online. Social influencers are also referred to as digital influencers (digital superstar Bethany Mota recently referred to herself as such during her speech at BeautyCon 2015), creators (as termed by YouTube), or social media influencers.

According to a Nielsen report, “92% of consumers around the world say they trust earned media, such as recommendations from friends and family, above all other forms of advertising—an increase of 18 percent since 2007.” With the rise of social media sharing and video publishing platforms including Instagram, Snapchat, and YouTube, online consumers follow select social influencers for the latest news, trends, and lifestyle recommendations. Interest from today’s biggest brands is growing, too—60% of marketers are upping their spending on social influencer marketing, according to a recently published AdWeek article.

Here are five types of social influencers worth paying attention to right now:

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3 Ways Social Media Stars Are Changing How Brands Market

Social Media Stars Changing How Brands Market Tuula Vintage

image via Tuula Vintage

With Top Social Media Stars, Brands Are Now Marketing Online In An Entirely Different Way

Social media marketing has long been an important element in the success of major brandsfor most, a proactive, well-thought through social media strategy means the difference between mass consumer renown or obscurity. Techniques may have changed with the rapid development of new and emerging social media channels, but getting the word out remains crucial. Even the best products and services will fail if no one knows about them. Since the rise and rapid proliferation of social media sharing and publishing platforms including YouTube and Instagram, there has been an intense shift in the direction of digital marketing. The newest trend? Marketing with social media stars.

Top social media stars (YouTubers, Instagrammers, Snapchatterscollectively known as social media influencers) are gaining a great deal of attention from today’s top marketing houses, due in large part to the amount of influence they hold over many different sectors of the Internet. In a 2015 article published in Adweek, a study found that influencer marketing produced an average return of $6.85 for every marketing dollar spent. According to an iMedia Connection article noting the marketing differences and results between YouTube star Ryan Higa and traditional celebrity Robert Downey Jr., Google paid top YouTuber Ryan Higa $75,000 per appearance to promote products such as the company’s Nexus One smartphone (a fraction of Downey's $12 million). 

Here are 3 ways social media stars like Higa are changing how brands market across all channels online:

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Instagram Sponsored Ads vs. Influencer Marketing

Instagram Sponsored Ads vs Influencer Marketing Who Wins

How Do Instagram Sponsored Ads Fare Against Influencer Marketing?

Instagram is quickly becoming the most effective tool on the Internet for brands that are looking to take their marketing efforts to the next level. According to a recent AdWeek article, Instagram is projected to bring in $1.6 billion in ad sales in 2016, and $2 billion by 2017. It’s no secret that brands across all industries are looking toward Instagram as the next big thing in digital marketing. But many brands are asking the same overarching question:

What’s more effective: influencer marketing or Instagram sponsored ads?

To answer this difficult question, it’s important to develop a strong understanding of what both of these tools bring to the table. Instagram sponsored ads are designed specifically to be inserted between real user posts on a feed. The intention is to create brand awareness without coming off as a blatant advertisement. In many ways, Instagram sponsored ads are similar to advertorials, which cleverly disguise advertisements as journalistic pieces. (For more information, see Digiday's article on "Native Ads or Advertorials?").

Yes, Instagram sponsored ads can boost awareness and get a brand’s name out there, but just how well are they really going over with users?

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

The Rise Of YouTube Unboxing Videos

YouTube Unboxing Videos

YouTube Unboxing Videos May Hold Secrets To Viral Video Marketing

Launched just in time for Q4 2015 on September 29, YouTube’s new Shoppable Ads rollout proves that the video-sharing hub is shaking things up as the holiday season approaches. Central to this shift for how influential YouTube content creators are connecting worldwide audiences with brands is the rise of a very particular type of video — the unboxing video. It’s taking the site by storm and is a prime example of the type of video that YouTube is focusing on.

What Is A YouTube Unboxing Video?

For those who are unfamiliar with the concept, the popularity of YouTube unboxing videos may come as a fairly large surprise.

In a typical unboxing video, the YouTube content creator or "YouTuber" will focus on a specific product, with the goal of unpacking the boxed-up, shrinkwrapped item to show the entirety of its contents. Often, “unboxers” go further by putting what’s inside the box together and demonstrating how the product works. Though unboxing may have started with YouTube content creators bragging about their latest purchases, it has evolved into an entire genre of its own. According to The Guardian, “its origins lie in the gadget and fashion world, where “vloggers” unbox everything from Xboxes to video games, phones, clothing, trainers, coffee machines or Uggs, so consumers can get a preview of what they're buying.”

Read on to see some of the best unboxing examples and how brands succeed big time with YouTube unboxing videos.

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

Inside The World Of YouTube Content Creators

YouTube Content Creators World iJustine

image via Gage Skidmore

How YouTube Content Creators Created Their Very Own World

It’s hard to believe that YouTube first made waves on the Internet a decade ago. In its infancy, the video-sharing website was viewed by many as a mere time-waster for students who needed a break from studying. With each passing year however, the community has carved out a greater chunk of how people spend their time surfing the web (see our post "Digital Media Taking Billions Away From TV"). Just last year, the company was valued at upwards of $40 billion, according to a 2014 AdWeek article — a far cry from when it was purchased by Google in 2006 for $1.65 billion.

One of the most interesting trends for the self-published video platform is the rise in YouTube content creators (also known as "YouTubers") over the past half-decade. It's significant enough that some major cities have established dedicated YouTube Spaces, for these individuals to meet and collaborate. Movies Ant-Man, Terminator Genisys, and Trainwreck all collaborated with top YouTubers for their movie promotion. Some of these content creators bring in more cash each year than anyone would have imagined; for example, according to Business Insider, Swedish YouTube sensation PewDiePie brings in an estimated yearly income of $825,000-$8.47 million after the company takes its 45% cut.

So, just how are these YouTube content creators creating new revenue streams and changing how generations stream content online?

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New YouTube Shoppable Videos + Awesome Stuff Week Channel

YouTube Shoppable Videos Awesome Stuff Week GiGiGorgeous

YouTube Shoppable Videos Promise Benefits For Both Brands And Content Creators. Is It A Gamechanger Or Will It Flop?

With YouTube's new Shopping Ads, every YouTube content creator can now make their video "shoppable." On September 29, 2015, YouTube announced on their official Google AdWords blog their latest ad development after assessing the significant growth of channels and videos featuring product reviews (up 40% as cited by Wired magazine). To better connect advertisers with top YouTube influencers and shorten the path to purchase, YouTube's new Shopping Ads overlay an icon over each video that redirects viewers to an advertiser's external site when clicked.

YouTube Shoppable Videos Awesome Stuff Week Brad Hall

Promoting YouTube Shoppable Videos With Top YouTubers On New "Awesome Stuff Week" Channel

In an effort to promote and raise awareness for the new YouTube Shoppable Videos, YouTube launched their new channel "Awesome Stuff Week" Monday October 5th complete with a blog post explainer on the official YouTube blog. YouTube cites Think With Google case studies to support the importance of how YouTube product reviews influence purchase decisions and to provide the specific "I-Want-To-Buy" point solution (Step 4 here in their case study) with YouTube Shoppable Videos.

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

3 Best Instagram Marketing Tips

Best Instagram Marketing Tips With Instagram Influencers

Looking for more tips on how to market with Instagrammers? Subscribe to our industry digest newsletter: the latest authoritative marketing news, trends, and stats on social media stars!

Best Instagram Marketing Tips For Brands Working With Top Instagrammers

Although Instagram has progressively unveiled more ad options and user targeting tools for brands, many top brands in the automotive, fashion/beauty, food, subscription-based (see this Forbes article "How Birchbox, Blue Apron, and BarkBox Are Creating Connected Experiences With Millennial Consumers"), financial services, travel/hospitality, and more are actively marketing on Instagram with social media influencers (Instagram content creators with hundreds of thousands of followers) in order to execute strategic high reach/return marketing campaigns.

To provide a jumpstart on how best brands market on Instagram, here are 3 best Instagram marketing tips for brands creating sponsored content with top influencers:

First, find the correct influencers:

For an in-depth step-by-step look at "How To Find Instagram Influencers," check out our dedicated post here

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