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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

Vessel vs YouTube: What It Means for Advertisers & YouTubers

Vessel vs YouTube Video Platform

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Which Is The Better Video Platform? Vessel vs YouTube

A premium version of YouTube is soon to give the Google-owned video service a run for its money. Founded by Jason Kilar, the former CEO of Hulu, Vessel is the first subscription-based streaming-video service. For a monthly premium of $2.99, Vessel subscribers can watch videos from some of their favorite YouTube creators before it arrives on competing video platforms (see our post on How Vessel Is Poaching YouTube's Stars). This new experience elevates short-form videos into the same category as TV or movies where users willingly pay a much higher premium to view TV shows live or movies in at a theater. Alternatively, Vessel offers to have free ad-supported videos for those who choose to opt out of the subscription.

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in blog, Online Video Marketing, YouTube Influencers

3 Ways to Create Great Sponsored Content With Social Media Influencers

Sponsored Content With Social Media Influencers

Top 3 Ways To Create Standout Sponsored Content With Social Media Influencers

Influencer marketing is one of the fastest growing digital and social media marketing channels. With the rapid growth of social media publishing channels like blogs, YouTube, Instagram, Snapchat, Tumblr and others, everyone from Samsung to Target to Tiffany & Co. is working with digital influencers to create brand sponsored content. Brands like Mountain Dew with extreme sports or Jamba Juice with fitness have created campaigns featuring YouTube channels and influencers to build brand awareness and engagement.

Here are the 3 steps they took to create the best brand sponsored content with influencers and YouTube channels:

1. Put Content First

Start with creating great content. If the content is great, it will get shared, liked, commented on, and engaged with throughout social media. Audiences have a low threshold for what they feel is "selling-out." You can instantly spot it on YouTube, because the comment thread will erupt with negative comments and dislikes. By and large, great content comes from the YouTube channel creator and the influencers. They know what their audience likes -- let them lead the way. As a stellar example of great sponsored content, check out Jamba Juice's video with Blogilates star, Cassey Ho.

2. Allow the Creator to be Authentic With Your Sponsored Content

Most influencers will vet out the brands they might consider to remain authentic to their audience (see our post on Steps to Picking the Right Influencers for your Brand). If they are considering working with you, it means you're a fit for both them and their audiences. Allow them to keep and build on that authenticity. Create a campaign and brand brief, but don't give them a script. Ask them to provide an outline of how they're envisioning building in the brand to the content, but don't get overly controlling on each and every aspect. Authentic content allows for social validation and positions the brand in great favor with the audience.

3. Keep the Audience in Mind

What may be most interesting to the audience from both the creator and audience's perspective may be completely different than what you envision. Brand sponsored content is not a scripted commercial. Being flexible in working with the creator can allow them to highlight what they like most and find most relevant about your brand/product/service. This is likely what the audience will like most about it as well. Audiences aren't adverse to advertising, but they do want it to be relevant, and a fit for the content and who they are. Today's savvy consumers look to influencers that resonate with them to find the newest brands and products. By offering something valuable, such as a a well-integrated post that is in harmony with the influencer's writing style and content, or an exclusive promotional offer to their loyal readers, audiences will engage and respond in a more positive way.

Also See Our Posts On:

Top Instagram Accounts: Fashion & Beauty

Best Social Media Influencers 2015 Series

How Brands Market With Top Instagram Influencers

Mediakix builds strategies and campaigns around online influencers on blogs, YouTube, Instagram, and emerging social media channels. Great sponsored content has been part of the highest driving ROI channel among advertising media for our clients including Birchbox, Blue Apron, Sleep Number, Hallmark, HauteLook, NatureBox among many others.

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

4 Steps To Measuring Your Social Media Influencer Campaigns

How To Measure Your Social Media Influencer Campaigns

How To Measure Your Social Media Influencer Campaigns

Working with a social media influencer on a campaign to promote your brand can feel like you're throwing money into a void with no way of knowing your return. However, if you start with a clear set of objectives based on what you plan on gaining from the campaign, you'll find that you can generate success as well as concretely measure ROI. Below are four steps to creating and measuring a successful social media influencer campaign (also see our post on social media influencer marketing).

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in blog, Bloggers, Branded Content With Influencers, Facebook, Instagram Influencers, Snapchat Influencers, Social Media Influencers, YouTube Influencers

Influencer Spotlight: Devin Graham of DevinSuperTramp on YouTube

Devin Graham devinsupertramp

YouTube star Devin Graham, better known by his YouTube name, DevinSuperTramp, makes extreme YouTube videos for his almost 2.5 million subscribers on a weekly basis. With his most popular video (Assassin's Creed Meets Parkour In Real Life) currently at over 38 million views, he's always working on his next extreme and creative way to shoot what no one else will. Since his first upload in 2010, Graham has been giving his subscribers nothing but "shots that no one else will get, and there’s usually a crazy story that goes along with each one."

Originally, Graham went to BYU for film school to work on movies for the big screen, but as he went down that path, he discovered the value and monetary potential of YouTube, and experienced the power of being his own boss. During his time at BYU he went to Hawaii to work on a few projects, which is where he learned he could have a bigger voice online - creating his own content - than behind a big movie screen. He started making YouTube videos and immediately they started going viral. Extreme sports-lovers and scaredy-cats alike swarm together for Graham's newest video uploads. Not only does his YouTube channel garner millions of fans, so does his social media channels. His staggering social stats are as follows:

Instagram: 150k followers

Facebook: 230k followers

Twitter: 108k followers

Now a film school drop-out, Graham has one of the largest followings within extreme YouTube video channels, and is being represented by Fullscreen. Graham has recently done large-scale campaigns with Ford and Mountain Dew. Below are a few examples of content found on Devin's YouTube channel, as well as a look at his online campaign with Mountain Dew.

Mountain Dew Roadtrip Campaign:

Devin's most popular video: Assassin's Creed Meets Parkour In Real Life:

One of Devin's typical extreme videos that goes viral within days:

in blog, Social Media Influencers, YouTube Influencers

3 Questions To Ask When Marketing With Top Bloggers

Marketing With Top Bloggers Social Media Influencers

Be Sure To Ask These Three Questions When Marketing With Top Bloggers

In a world where top bloggers oftentimes have the final say over a consumer's purchasing patterns, the question of paying for blogger promotion comes up quite frequently. Before influencer marketing with top social media influencers, businesses primarily had two press options: 1) either hoping for a story regarding the brand to be covered in the news, or 2) pay for an advertising spot that may or may not be reaching your target audience.

With the advent and massive proliferation of niche blogs in every industry vertical, businesses now have a more realistic and authentic way to reach their target market. When considering whether to pay top bloggers for sponsored blog posts, there are three primary questions to consider:

1. How Big Is The Top Blogger's Audience?

A blogger's reach determines how large of an audience they have, as well as their influence over that audience. Make sure you choose a blogger whose audience is on par with who you imagine your buying (consumer) audience is. Further, make sure their audience and followers engage with the influencer on multiple levels. Cost for blogger promotion is greatly determined by reach, so a small blogger with a smaller audience would cost less to promote your brand than a top blogger with a huge reach (also see our post on Four Steps to Picking the Right Influencers For Your Brand). Reach is a big determination in what it's worth paying a top blogger.

2. What Type of Coverage Are You Looking For?

Though brands have successfully worked with top bloggers to promote their products, services, and/or launch events without compensation in the past, this type of unpaid promotion is infrequent today due to competition and demand for top bloggers. Top bloggers are consistently sent products for review from a myriad of brands, but when they are not receiving compensation for promotion, it is up to them whether they like the product enough to feature it on their blog and spend time promoting it to their audience. Compensation for a review guarantees the promotion will happen, usually with higher quality, and allows for a more collaborative approach between the brand and blogger. Although it's best to leave creative control to the blogger, brands will have more control when it comes to messaging points, links, imagery, and social promotion, if the brand pays for a sponsored blog post. (Also see our post on Three Things to Remember When When Making Branded Content).

3. What Would A Sponsored Blog Post Look Like?

Before collaborating with a blogger, decide what you'd like for them to include and how you'd like for them to promote your brand. Research and evaluate other sponsored posts on a variety of blogs to get an idea of how bloggers integrate the brand, what they talk about, and how they engage with their readers. That way you can specify exactly what you'd like for the blogger to do, and the blogger will let you know exactly what they're willing to do.

Researching each social influencer's blog or working with an established intermediary will eliminate the likelihood of miscommunications or a poorly executed post, and will result in a beneficial working relationship for both parties. Unpaid promotion is usually not full coverage, and is likely just a singular link to your website with a shout-out among the rest of their own content. It's best practice to discuss a paid opportunity with bloggers especially if you're expecting custom photos, long text dedicated to explaining your brand, explanations on why they recommend it, and links to where readers can purchase the product or browse your site and your social media channels.

If you're willing to allocate time, product, and budget to working with proven successful influencers, and expect a thorough review and promotion of your brand, influencer marketing can be one of the highest driving ROI channels amongst advertising spends.

Also See Our Posts On:

20 Top Fashion Bloggers For 2015

Top 10 Celebrity Bloggers, 2015 Edition

How Travel And Hospitality Brands Are Working With Social Media Influencers

in blog, Bloggers, Monetization, Native Advertising With Influencers, Social Media Influencers

5 Ways To Drive Ecommerce Marketing ROI

Ecommerce Marketing ROI How To

Drive Ecommerce Marketing ROI With These 5 Best Practices & Strategies

Ecommerce has become one of the most competitive spaces for brands. More brands are turning to ecommerce versus traditional brick-and-mortar retail in order to cut down overhead costs and reach a wider customer base. With U.S. adults spending on average 11 hours a day on digital media, and websites being accessible 24 hours every day, brands have a wide potential reach and customer base at all times.

For most brands, ad dollars are routinely spent on the most well-known tactics and media regardless of effectiveness; these rote methods include display ads, press releases, and celebrity gifting. However, with an online based business, advertising efforts yield the best ecommerce marketing ROI (return on investment) when consumer audiences are precisely targeted through appropriate social channels.

Advertising and driving ecommerce marketing ROI to brand sites can easily be accomplished when utilizing these five steps and best practices.

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in blog, Native Advertising With Influencers, Social Media Influencers

Influencer Marketing: 5 Steps To Picking The Right Influencers

Influencer Marketing: 5 Steps To Picking The Right Influencers

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

Influencer Marketing Strategy: How To Pick The Right Influencers

Whether you're building an influencer marketing campaign with YouTubers, bloggers, Instagram influencers, or an emerging social channel like Vine ("Viners") or Snapchat ("Snappers"), the first step to getting started is picking the right influencers who are the best match for both your brand and campaign goals. The concept of finding an influencer to drive more traffic and sales to your brand may seem secondary, but in many ways it's tantamount to the success of the campaign (also see our post on 5 questions to ask yourself when choosing an influencer).

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in blog, Bloggers, Branded Content With Influencers, Fashion Bloggers, Fashion Influencers, Influencer Marketing, Influencer Marketing Guides & How-To’s, Instagram Influencers, Lifestyle Bloggers, Native Advertising With Influencers, Snapchat Influencers, Social Media Influencers, Sponsored Content With Influencers, Vine Influencers, YouTube Influencers

YouTube Influencers vs Celebrities: Who’s More Popular With Teens?

YouTube Influencers vs Celebrities Popular Social Media

YouTube Influencers Beat Celebrities In Recent Poll For Popularity, Relevance & More

Whether it's through celebrity endorsed products or branded content on a YouTuber channel, it's clear that both celebrities and influencers have a say in what we do. According to a new survey by Variety, YouTube influencers and creators are the ones with the real pull when it comes to teens. It may seem surprising to find that certain top YouTube influencers hold more sway than Jennifer Lawrence or even Seth Rogen, but YouTube is drawing in teens by the masses and starting to become their first viewing platform of choice (also see our post on fashion celebrities vs. digital influencers).

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in blog, Online Video Marketing, Social Media Influencers, YouTube Influencers

See How Top Brands Are Creating YouTube Sponsored Content

YouTube Sponsored Content Branded Influencers

Best YouTube Sponsored Content With Top Brands & YouTubers

Creating effective YouTube sponsored content videos with top YouTubers can be a challenge, especially when working with independent content creators. For brands, finding success on YouTube means thinking less like TV commercial-makers and more like independent viral video-makers and YouTube creators. The best YouTube sponsored content videos feel organic, natural in their presentation, and engages the audience like true content. Videos that feel scripted, over-rehearsed, and overly produced result in uninspired content which in turn draws negative reactions from viewers (for more information about creating the best-sponsored content, see our post on Three Things to Remember When Making Branded Content for YouTube).

The best YouTube sponsored content has been drawing the interest of big time brands. Walgreens, Old Navy, Target, and Maybelline have all worked with top fashion, beauty, and lifestyle channels to create YouTube sponsored content.

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in blog

YouTube Branded Content Spotlight: Dermablend Professional

YouTube Branded Content Dermablend Top YouTubers Influencers

An Inside Look At Dermablend's YouTube Branded Content

With over 1 billion unique users on YouTube each month, brands are looking to tap into their potential YouTube audience. But creating branded content for YouTube is an art and takes more than just shooting a traditional 30-second TV commercial and publishing thereafter to your company's YouTube channel. Some brands choose to work directly with notable YouTube channels and content creators (aka vloggers or YouTubers) to produce branded content (see our post on Things To Do When Creating Branded YouTube Content). Other companies build branded content directly through their YouTube channels (great examples include BlendTec and Old Spice). Dermablend is an example of a brand that has done a fantastic job of creating branded content for their fans (see our post on 5 Best YouTube Branded Content Videos) by utilizing native advertising to create a campaign that's engaging and full of emotional appeal.

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

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