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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

How Brands Collaborate With Popular Viners

Popular Viners Help Brands Dominate Social Media Marketing

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

How Brands Are Dominating Social With Popular Viners

In a short span of two years, 6-second video sharing platform Vine has given rise to a slew of popular Viners, many with millions of followers (see our recent list of top 10 Viners to follow now here). Although Vine (owned by Twitter) currently does not provide brands with native advertising, the lack of an ad platform has not stopped many top brands from collaborating with popular Viners in order to market to their vast audiences.

Since Vine does not provide native advertising options (see the difference between native, sponsored content, and influencer marketing here), savvy brands are partnering with popular Viners for their social reach on Vine and henceforth promoting the content on other social media channels (e.g. Instagram, YouTube, Twitter, Facebook, etc.). This multi- or cross-platform approach strategically maximizes both the popular Viners' built-in social reach and social amplification of brand-creator content.

See how these brands are successfully creating alongside popular Viners for multi-platform, social media marketing success:

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in blog, Branded Content With Influencers, Influencer Marketing, Influencer Marketing Examples, Native Advertising With Influencers, Sponsored Content With Influencers, Vine Influencers

How YouTubers Make Money

How YouTubers Make Money

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

Is Your Favorite YouTuber "Selling Out?" Here's How YouTubers Make Money:

Forbes recently published their first ever list of highest-grossing top YouTube stars revealing 2015 yearly income figures ranging from $2.5 million (a three way tie between Lilly Singh, Roman Atwood, and Rosanna Pansino) to PewDiePie's $12 million. While these top ten most popular YouTubers are making substantial amounts of money stemming from their YouTube channels (collectively, they average 13.2 million subscribers each across their primary channel), there are hundreds of thousands of smaller-to-midsize YouTube channels all struggling to monetize their social media stardom in a sustaining fashion.

As one of the many YouTube channels with over half a million subscribers, co-host of the vlog channel Just Between Us Gaby Dunn recently penned an in-depth article describing her financial hardships as a YouTube content creator. Dunn relates both her and her fellow YouTubers' accounts of being "social media famous," striving to create content on a full-time basis, all while attempting to balance menial jobs and positive, recurring cash flow.

While each channel and monetization strategies will be different, here are the 6 most common ways on how YouTubers make money with their growing channel:

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in blog, Influencer Marketing, Influencer Marketing News, Monetization, Online Video Marketing, YouTube Influencers

Influencer Marketing Case Study: Audible

Influencer Marketing Case Studies Audible YouTuber Grace Helbig

For the latest authoritative marketing news, trends, and case studies on social media influencers, top YouTube stars, and influencer marketing, subscribe to our industry digest newsletter! 

An Influencer Marketing Case Study Look At How Audible Marketed With Top YouTube Stars In 2015

With over 180,000 audio books, Audible, an Amazon company, looked to top YouTubers and YouTube channels to drive both awareness and conversions for their membership service. Audible is one over several recognizable brands leveraging the power of video marketing on YouTube by strategically partnering and sponsoring high-traffic YouTuber channels (see also how Lynda.com, Squarespace, Coca-Cola, PayPal, and many more market with top YouTube stars here).

YouTube's video view growth has been undeniable (up 60% year upon year). Additionally, audiences who start their online browsing on the YouTube homepage (similar to turning on a TV) is up three-fold, also year upon year. Audible's approach to video marketing with top YouTube stars not only leverages the reach and massive adoption of online viewers, but also factors in the immense influence and close ties popular YouTubers have with their audiences. In a recent study, over 60% of 13 to 24-year-olds would try a YouTuber-recommended product.

To see Audible's strategy and approach with top YouTube stars including which YouTubers were a part of their 2015 YouTube marketing campaign, view our case study here (metrics provided for first half of 2015):

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in blog, Influencer Marketing, Influencer Marketing Case Studies, Influencer Marketing Examples, Online Video Marketing, Sponsored Content With Influencers, YouTube Influencers

BMW’s Instagram Influencer Marketing Campaign

BMW’s Instagram Influencer Marketing Campaign

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

BMW's Instagram Influencer Marketing Campaign Features European Journey

This week's installment of our Best Brand Sponsored Instagram Post Series (see last week's here) features an innovative, cross-platform campaign approach from automaker, BMW. In addition to several car brands, many other top brands in all industries have partnered with popular social media influencers to create sponsored content that drives awareness and engagement in novel, relevant ways.

For the launch and debut of their new 7 Series, BMW partnered with top men's fashion and lifestyle blogger, Brian Sacawa of blog He Spoke Style (see our list of the top men's fashion bloggers here) and photographer Sezgin Yilmaz (with over 1.6 million followers on Instagram). BMW's #DrivingLuxury Instagram influencer marketing campaign, which chronicles blogger He Spoke Style road trip journey through Zurich, Milan, and Munich features a series of sponsored Instagram posts from both blogger and photographer in addition to several blog posts and a dedicated YouTube video.

To see BMW's YouTube video and brand sponsored Instagram posts with top blogger He Spoke Style, check out the rest of our "Best Instagram Influencer Marketing Series" post here:

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

What’s Next For Social Influencer Marketing?

Social Influencer Marketing Future Campaign Examples

The Future Of Social Influencer Marketing Points To Branded Content Collaborations

As brands evaluate how best to utilize social influencer marketing in the new year, we take a quick look at what other big brands have recently done and have slated for their forthcoming campaigns. The close of 2015 saw the rise of two big trends amongst many others: 1) how marketers of all industry verticals are advertising on popular YouTuber channels (e.g. the latest installment of Hunger Games marketing with top YouTuber Kandee Johnson, for more dedicated examples see our post here), and 2) how mainstream, traditional entertainment is vying for a piece of social online traffic by featuring prominent digital influencers in mainstream media (for examples, see here).

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

Most Popular Types Of YouTube Makeup Videos

YouTube Makeup Videos Most Popular Types

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

10 Most Popular Types Of Fashion & YouTube Makeup Videos

The beauty and fashion space has given rise to some of the most successful YouTubers, boasting big names like Zoella and Bethany Mota. Out of a fickle industry, these top YouTubers, fashion, and beauty influencers have emerged as trusted sources of information about what to wear for millions of consumers.

Recent studies show that Millennials trust top YouTubers and vloggers to provide real, unbiased information about new consumer goods. This is especially true in the beauty and fashion world, where trends shift continuously and new brands/services/products are constantly available. As YouTube turned 10 this year, several types of YouTube fashion and beauty videos have emerged as mainstays for popular video formats.

Here are the 10 most popular types of fashion and YouTube makeup videos:

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

Influencer Marketing Case Study: Squarespace

Influencer Marketing Case Studies Squarespace CrashCourse

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

An Influencer Marketing Case Study Look At How Squarespace Creatively Marketed With Top YouTubers

As part of our Influencer Marketing Case Study Series (see all of our influencer marketing case studies here), we take a look at how website builder Squarespace collaborated with many top YouTubers and YouTube channels to drive both awareness and conversions for their online service.

YouTubers sponsored in Squarespace's YouTube marketing campaign include (by target niche interest category):

  • Learning - AsapSCIENCE, CrashCourse, Minute Physics
  • News/Pop Culture - Good Mythical Morning, Philip DeFranco, Ray William Johnson, Tyler Oakley
  • Movies - Cinema Sins, Screen Junkies
  • Gaming - The Game Theorists

See standout video integration examples, total views and combined reach metrics, and more below from Squarespace's YouTube marketing campaign with top YouTubers:

Squarespace sponsored dedicated YouTube video from popular movie channel, Cinema Sins

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

Social Media Influencers Star In Mainstream Media

Social Media Influencers Break Into Mainstream Entertainment TV Movies

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

Social Media Influencers Are Now Being Cast In Major Mainstream Entertainment Roles

Recently, we wrote an article about how many mainstream/traditional entertainment brands are marketing to large online audiences by leveraging the reach of top YouTuber channels (e.g. Hunger Games with beauty guru Kandee Johnson, Selena Gomez on Lilly Singh's channel). With vast numbers of consumers turning to these social media influencers for advice on what's cool, movie studios are smartly teaming up with YouTube stars to spur interest in forthcoming blockbusters. YouTube's viewership is as large--and in certain demographics, larger--than traditional TV viewership. Collaborating with online creators to produce custom content is an effective way for these studios to generate buzz with a receptive audience of consumers.

More and more, we have seen that the opposite trend has also gained steam: now, many digital influencers are starring in mainstream entertainment media. As these social media stars oftentimes have farther-reaching engagement and better affinity than most "traditional" celebrities with today's audiences, the two media spheres have begun to merge. More viewers have come to expect the type free-reign, often quirky creativity that takes place online. In response, mainstream entertainment is developing more original, creator-driven and featured programming.

The times are changing: Social media stars have started crossing over into mainstream TV and film--and bringing their dollars with them. Here are a few notable examples of influencers making big-budget entertainment deals:

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in blog, Branded Content With Influencers, Fashion Influencers, Influencer Marketing, Influencer Marketing Examples, Influencer Marketing News, Instagram Influencers, Snapchat Influencers, Social Media Influencers, Vine Influencers, YouTube Influencers

Sponsored Instagram Posts With Top Instagrammers

Best Brand Sponsored Instagram Posts FedEx How The Holidays Arrive Campaign

See last week's best sponsored Instagram posts here. For the latest news and trends on top Instagrammers, YouTubers, bloggers, & Snapchatters, subscribe to our industry digest newsletter!

Best Sponsored Instagram Posts Featuring Top Instagrammers

With the holidays in full swing, here are this week's best sponsored Instagram posts featuring Jim Beam's recent Thanksgiving campaign and FedEx's #HowTheHolidaysArrive. Check out last week's examples here (including brands HP, REI, Kohl's). Although Instagram has made their native advertising platform accessible to all brands, many brands including the ones in our weekly series choose to engage their target audiences on Instagram by advertising with top Instagrammers or social media stars.

By partnering with top Instagrammers or Instagram influencer-driven channels, brands are able to leverage the reach of these social media stars and their audience's engagement to succinctly drive awareness of new products, brands, services, and/or conversions online. Though some brands may opt to advertise on Instagram's native platform in addition to collaborating with top Instagrammers (see the difference between native advertising vs. sponsored content vs. influencer marketing here), many are finding that Instagram's native ads are largely disliked by its primary demographic (see this recent market study by VentureBeat). By partnering with top social media stars for brand sponsored Instagram posts and campaigns, marketers can not only successfully reach audiences, but perhaps more importantly, provide the much-needed contextual relevancy that is often lacking in traditional digital ads.

To see how these brands sponsored Instagram posts with top Instagrammers for the holidays, check out our post below:

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in blog, Branded Content With Influencers, Influencer Marketing, Influencer Marketing Examples, Instagram Influencers, Social Media Influencers, Sponsored Content With Influencers

DeStorm Power: Viner, YouTuber, Now Facebook Video Creator?

DeStorm Power Viner YouTuber Facebook Creator

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

Meet Digital Star DeStorm Power, Accomplished Viner & YouTuber, Now Set To Conquer Facebook Video

Already an established music industry professional, DeStorm Power quit his job for a career as a social media influencer. He first gained social media recognition on YouTube, where his comedy skits, beat-boxing, and rapping videos gained a steady following. Launching his channel in 2006, Power quickly became one of YouTube's brightest stars where his originality stood out from the rest of the pack in the website's early days. To date, DeStorm Power has 1.8 million subscribers and a total of 242 million views on his primary YouTube channel and remains one of the most popular YouTubers.

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in blog, Facebook, Influencer Spotlight, Online Video Marketing, Vine Influencers, YouTube Influencers

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