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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

Brand Sponsored Instagram Posts Series

Best Sponsored Instagram Posts Campaign Series

For the next installment of our Best Brand Sponsored Instagram Posts Series plus the latest authoritative marketing news, trends, and stats on social media stars and influencer marketing, subscribe to our industry digest newsletter! 

The Best Brand Sponsored Instagram Posts From Top Digital Stars

For this week's installment of our Best Brand Sponsored Instagram Posts (see last week's here), we take a look at some of the most recognizable brands sponsoring Instagram posts with top digital creators, YouTubers, bloggers, or Viners on Instagram in place or in addition to Instagram's native advertising offering "Sponsored Ads" (to see the difference between Native Advertising vs. Sponsored Content vs. Influencer Marketing, see our article here).

Brand sponsored Instagram posts can be a high ROI advertising channel for marketers seeking to leverage the established reach and engagement of top digital and social media influencers. With properly aligned and executed sponsored Instagram post campaigns, brands and advertisers can drive both awareness and conversions online in a profitable manner. To learn more about how to work with Instagrammers (including "How To Find Instagram Influencers"), see all our Instagram resources, guides, and how-tos here.

See which brands and creators collaborated for this week's best brand sponsored Instagram posts:

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in blog, Fashion Bloggers, Influencer Marketing, Influencer Marketing Examples, Instagram Influencers, Lifestyle Bloggers, Social Media Influencers, Sponsored Content With Influencers, Vine Influencers, YouTube Influencers

Measuring Snapchat Marketing Campaigns

How To Measure Snapchat Marketing Campaigns With Snapchatter Screenshots

images via Snapchat

How To Best Measure Snapchat Marketing Campaigns

As a thriving newcomer to the world's most popular social media apps, Snapchat has enjoyed much success from both a user adoption standpoint (between 100 and 200 million monthly active users) and the brands who have taken to the platform (including these 50 brands here) to execute their own Snapchat marketing campaigns. While Snapchat does offer native advertising options (see here for our explainer article on Native Advertising vs. Sponsored Content vs. Influencer Marketing), its adjoining hefty price tags (with some sources citing $750,000 per day for an ephemeral ad) coupled with its lack of marketing data has many brands and advertisers strategizing on how best to measure Snapchat marketing campaign success.

Without concrete analytics and data direct from Snapchat, brands and advertisers are partnering with top Snapchatters not only to leverage their targeted, vast platform followers, and audience engagement, but also to measure each Snapchat marketing campaign. Unlike other popular platforms and social channels where marketers can (more) easily quantify campaign data, accurately assessing a Snapchat marketing campaign requires brands to collaborate with Snapchatters beyond campaign creation and execution: many Snapchatters are now required to properly document their campaign success (WSJ).

Many brands eager to target Snapchat's vast millennial audience and creatively engage millions in an unsaturated, untapped market are willing to forgo customary (and oftentimes extensive) metric documentation that's standard for other popular social media marketing platforms. When it comes to assessing both reach and engagement with top Snapchat influencers, here are the metrics available and how best to measure a sponsored Snapchat marketing campaign:

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in blog, Influencer Marketing, Snapchat Influencers, Social Media Influencers, Sponsored Content With Influencers

Millennials Trust YouTube Product Reviews From Top YouTubers

YouTube Product Reviews EndorsementsBy Top YouTubers Trusted By Millennials

When It Comes To YouTube Product Reviews, Over 60% Of 18-24 Year Olds Trust Popular YouTuber Endorsements

With millennials spending about 11 hours a week on average streaming video content from sites like YouTube, it should be no surprise then that, in recent years, marketers have focused their attention toward digital media and, more specifically, on marketing to the 750 million American millennials. So much attention, in fact, that Adweek recently reported that brands spend 500% more on video content targeted at Millennials, than on any other demographic.

However, before you jump to buy ad space on YouTube, consider this: The same article also indicates that 60% of millennials prefer online videos because they feature ads that "are easily ignored." In other words, pre- and mid- roll YouTube advertising is largely unacknowledged by a majority of the millennials who frequent the site (therefore signaling that money spent on those ads may be wasted). As this comes to light, video marketers have been tasked with getting their message to millennials in a meaningful and effective way.

Enter the YouTube influencer ("YouTuber"). We have already covered the vast number of ways that self-made, popular YouTube celebrities are changing the media landscape. Now, we would like to consider the direct impact that YouTube stars and their endorsements in YouTube product reviews have on what's stylish, desirable, and interesting to their targeted niche audiences—and the purchases that follow:

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in blog, Branded Content With Influencers, Influencer Marketing, Influencer Marketing Examples, Influencer Marketing News, Influencer Marketing Statistics, Online Video Marketing, Social Media Influencers, Sponsored Content With Influencers, YouTube Influencers

Don’t Hire Social Influencers Based On Followers

Dont Hire Social Influencers Based On Followers Following Count

3 Reasons Why Hiring Social Influencers Based On Followers Could Backfire

From the biggest traditional retailers to CPG brands and Hollywood entertainment companies, everyone is hiring social influencers as a major part of their social marketing and advertising campaigns. With the massive adoption of social media platforms/channels (e.g. Instagram, YouTube, Snapchat) and avoidance or decline of TV by many affluential demographics, both direct-response and brand marketers are discerning how best to allot their advertising spend in the upcoming new year.

While the vast majority of marketers are increasing ad spend to social and digital media, many marketers are still unsure about how to best identify, hire, and collaborate with social influencers. Similar to the history of display ads (rendered almost obsolete by the mainstream adoption of ad blockers), where marketers first evaluated campaigns based on cost-per-impression (CPM - possible reach, visibility), then cost-per-click (CPC - action-driven), and finally, performance (actual conversions, sign-ups, profitable action), the process of evaluating and hiring social influencers is experiencing a similar developmental path.

Read on to see why marketers need to make these following critical considerations beyond a social influencer's follower count to best maximize ROI and create an effective influencer marketing strategy prior to hiring (for our 10-step process guide, check out our white paper here):
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in blog, Fashion Influencers, Influencer Marketing, Influencer Marketing Examples, Instagram Influencers, Snapchat Influencers, Social Media Influencers, Sponsored Content With Influencers, Vine Influencers, YouTube Influencers

YouTube Video Marketing With Top YouTubers

Viral Video Marketing With Top YouTubers Colgate Smile Show

For the latest news and marketing trends on top YouTubers, Instagrammers, bloggers, & Snapchatters, subscribe to our industry digest newsletter!

How The Best Brands Create Standout YouTube Video Marketing Campaigns With YouTubers

For this week's installment of how brands are marketing with YouTubers (check out last week's with online learning service Lynda.com), we take a look at three well-known brands: Coca-Cola, Casper, and Colgate. While these three brands represent advertisers from different categories, all brands created effective YouTube video marketing with the aid of top YouTubers for their respective advertising campaigns.

Although standout or "viral" videos are the result of a wide variety of factors, partnering and collaborating alongside popular YouTubers and experienced YouTube influencer agencies can greatly increase your brand's chance of success. Oftentimes, top Youtubers are innately adept at creating content that travels and is shareable or "viral" in nature. Similarly, long-established YouTube influencer agencies have years of experience orchestrating the best video marketing strategies with both YouTube content creators and major brands (see our video post here for "How Brands Should Not Engage With Social Media Stars").

To see how these big brands are creating strategic YouTube video marketing campaigns with popular YouTubers, check out these brand-sponsored examples here:

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

How Entertainment Brands Are Marketing Through YouTubers

Entertainment Brands Marketing With Top YouTubers Hunger Games Kandee Johnson

see YouTuber Kandee Johnson's video for Hunger Games below. For the latest news and trends on top YouTubers, Instagrammers, bloggers, & Snapchatters, subscribe to our industry digest newsletter!

4 Ways Entertainment Brands Are Marketing With Top YouTubers

Movies and music artists are brands, in and of themselves. Each new release requires its own approach. For a long time, standard practice relied on traditional advertising and media. Typically, trailers are distributed as advertisements and a movie's stars promote the film in TV, print, and radio interviews. Recording artists follow similar promotional methods. While those traditional marketing methods definitely still have their place, today's to-be-blockbusters, recording artists, and entertainment brands not only need to be differentiated through their branding to pique viewer interest but also presented properly to the right viewing audiences.

Enter the YouTube video, top YouTube channels, and YouTubers. Just on mobile alone, YouTube reaches more 18-49 year olds than any other U.S. cable network. Beyond that, using YouTube is a more intentional act than simply turning on the TV or flipping through a magazine. YouTube viewers access the site intentionally (proactively watching their favorite channels and YouTubers), and are extremely receptive to captivating creative content. As consumers, they are engaged, motivated, and passionate. In this shifting media landscape, where viewers are active participants in their own media consumption, the challenge is to supplement the same generic strategy in order to reach targeted audiences in a way that's fresh, innovative, and captivating.

Many entertainment brands and smart marketers have already begun to engage this new generation of movie watchers through YouTubers. Take, for example, Pitch Perfect 2 and the buzz they created by engaging YouTube's passionate acapella community (Adweek discusses Pitch Perfect's digital marketing win here), Arnold Schwarzenegger's YouTuber collab series for Terminator Genisys, Paul Rudd's "tiniest trophy" Ant-Man game promo with Dude Perfect, and Amy Schumer's "Not Sex" Q&A with YouTuber Flula Borg for Trainwreck.

Here are the takeaways from several entertainment brands marketing with top YouTubers and channels:

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

Best Instagram Campaigns – Brand Sponsored Posts

Best Instagram Campaigns Brand Sponsored Posts Logan Paul Dunkin Donuts

For the next installment of our Best Instagram Campaigns Series plus the latest authoritative marketing news, trends, and stats on social media stars and influencer marketing, subscribe to our industry digest newsletter! 

The Best Instagram Campaigns - Brand Sponsored Posts From Top Viners, Bloggers & YouTubers

Although Instagram recently opened their Sponsored Ad platform for all businesses "big and small," many of Instagram's prime demographics and market have already voiced their disdain for the platform's native ad increase. In a recent market research study, VentureBeat found that more than 50% of Instagram users hate seeing more Sponsored ads.

For the first installment of our Best Instagram Campaigns Series, we take a look at some of the most recognizable brands opting to sponsor Instagram posts with top digital creators, YouTubers, bloggers, or Viners on Instagram in place or in addition to Instagram's Sponsored Ads. While there are many brands marketing with creators on Instagram, the following curated examples represent the best Instagram campaigns for standout, creative brand integrations with adjoining social engagement (see our post here for why social media engagement matters for sponsored content).

See which brands and creators collaborated for this week's best Instagram campaigns - brand sponsored posts:

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in blog, Bloggers, Fashion Bloggers, Fashion Influencers, Influencer Marketing, Influencer Marketing Examples, Influencer Marketing News, Instagram Influencers, Lifestyle Bloggers, Social Media Influencers, Sponsored Content With Influencers, Vine Influencers, YouTube Influencers

3 Ways Marketers Can Beat Declining TV Viewership

TV Viewership Declining What Marketers Need To Know

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

With Quickly Declining TV Viewership Rates, Here's What Marketers Need To Know

It is no secret that traditional TV viewership is losing its audience fast. With the rise of services like Netflix and Hulu - as well as individually produced video content streamed on platforms like Vimeo, YouTube, and Facebook Video - cable is no longer the holy grail of in-home entertainment. MediaPost projects that, by 2019, "connected" TV viewership through online streaming services will hit 200 million, representing a whopping 78.1% of U.S. households.

This, of course, poses a problem to companies who have traditionally relied on TV advertising spots to get the word out about their products and services. However, savvy companies have already begun carving a space out for themselves in this rapidly changing media landscape by turning to the Internet. The marketing industry is changing with the times, and new developments are being made every day. Here are three ways that marketers can beat declining TV viewership:

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

How Social Media Influencers Are Driving Ecommerce For Retail Marketing

Retail Marketing With Social Media Influencers Driving Ecommerce Sales

See popular YouTuber Casey Neistat's video for J.Crew below plus many other brand-influencer campaign examples below. For the latest authoritative marketing news, trends, and stats on social media stars, subscribe to our industry digest newsletter today!

5 Ways Social Media Stars Are Driving Ecommerce For Retail Marketing

In a recent 2015 study analyzing how the biggest brands advertise with influential bloggers, five out of the top ten brands included traditional, "brick and mortar" retailers (Nordstrom, Target, Old Navy, Express). Amidst much newer startups and solely ecommerce businesses (e.g. Blue Apron, NatureBox, and ShopStyle), the study brings to light how traditional retailers are driving ecommerce sales by partnering with popular social media stars to reach vast audiences who already shop and browse online.

Fortune's recent market study with eMarketer identifies the largest brick and mortar retailers competing with ecommerce leader, Amazon. As Amazon's direct and closest competitors, several of these traditional retailers included in Fortune's study (including Nordstrom and Target in top ten blog advertisers) are engaging with top bloggers, Instagrammers, Snapchatters, and YouTubers to drive conversions online for retail marketing.

As an emerging and high ROI channel for retail marketing, many traditional brick and mortar retailers (e.g. Lord & Taylor, Dick's Sporting Goods) are partnering with top digital influencers for longer-term collaborations oftentimes resulting in completely sold-out items. See how these brands are working with popular social media stars to effectively drive ecommerce for their retail marketing campaigns here:

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in blog, Bloggers, Fashion Bloggers, Fashion Influencers, Influencer Marketing, Influencer Marketing Examples, Instagram Influencers, Lifestyle Bloggers, Monetization, Social Media Influencers, Sponsored Content With Influencers

Ad Blocking Statistics: What Marketers Need To Know

Ad Blocking Statistics Marketers Need To Know

via PageFair and Adobe's 2015 Ad Blocking report here. For the latest authoritative marketing news, trends, and stats on social media stars, subscribe to our industry digest newsletter!

The Ad Blocking Statistics Marketers Need To Know

In September, Apple released a new iOS with built-in ad blocking technologies. Since then, advertising and marketing news has been awash with talk of ad blocking. The practice of ad blocking is growing in popularity and, certainly, widespread usage will pose a challenge to publishers who rely on ads to fund free content and to brands who purchase exposure.

But the industry has already begun to adjust and, as discourse continues, inventive new ways to overcome these challenges are bound to be developed. For now, it's essential for marketers to stay engaged and aware of the facts surrounding the issue of ad blocking.

Check out our article for all the ad blocking statistics marketers need to know:

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in blog, Influencer Marketing News, Influencer Marketing Statistics, Monetization

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