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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

Influencer Marketing Case Study: Chloé

Influencer Marketing Case Study: Chloé

How Chloé's Valentine's Day Fragrance Campaign Inspired "Love Stories" With Top Fashion Bloggers

In order to drive awareness and brand favorably with target consumer audiences, French fashion house and online retailer Chloé orchestrated an online campaign featuring several blog sponsored placements with top fashion bloggers. Not only did Chloé's influencer marketing campaign succeed with eliciting favorable audience sentiment, but did so by asking the world's most influential fashion, beauty, and lifestyle bloggers to create exclusively branded content on their "Love Story" fragrance theme. 

Influencer Marketing Case Study:

Goals

  • Primary Objective - to brand and drive awareness for the launch of Chloé's new fragrance, Love Story, by targeting high-end clientele via top fashion bloggers' audiences
  • Secondary Objective(s) - leverage top fashion bloggers' social, creative content, direction, and readership base as a jump off point for audience engagement

Approach

Results

  • High levels of audience engagement including 100+ comments on Gal Meets Glam's single post
  • Immensely favorable consumer social sentiment regarding fragrance
  • Invaluable consumer feedback from distinct, target consumer audiences
  • Elevated brand awareness and messaging
  • Combined social reach (Instagram, Twitter, Facebook, Pinterest) - 4,620,000+
  • Total blog audience reach (total page views, monthly uniques) - 7,000,000 page views; 1,400,000 monthly uniques

Influencer Marketing Case Study Chloe Love Story

Founded in 1952, Chloé was one of the first brands to debut high end made-to-wear "prêt-à-porter" fashion collections. Since it's inception, Chloé has worked with many well-known fashion luminaries including Karl Lagerfeld, Stella McCartney, spokesmodel and actress Chloë Sevigny, and can count several celebrities such as Natalie Portman and Kirsten Dunst as high-profile clientele.

Though Chloé's storied history is both impressive and longstanding, the traditional fashion brand is one of many companies marketing to coveted demographics only available on digital, mobile, and social media networks. As demonstrated by their Love Story campaign, Chloé has adapted its marketing and advertising strategy to prominently feature top fashion bloggers and therefore ensure the dissemination of their brand amongst high-traffic sites and adjoining social media publishing channels.

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

Instagram Influencers Campaign: #REVOLVEinthehamptons

Instagram Influencers Campaign: #REVOLVEinthehamptons

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

Instagram Influencers Enlisted For Revolve Marketing Campaign In Hamptons House

In an effort to boost brand marketing awareness and sales from the East Coast, Revolve partnered with top Instagram influencers in the fashion and beauty space to launch a social media campaign, #RevolveintheHamptons. In this Instagram-focused campaign, Revolve invited esteemed fashion bloggers to spend a weekend at an estate in The Hamptons, a popular summer holiday destination, on Eastern Long Island, New York.

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in blog, Bloggers, Branded Content With Influencers, Fashion Influencers, Instagram Influencers, Social Media Influencers

Top Instagram Accounts: Fashion & Beauty

Top Instagram Accounts For Fashion And Beauty

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

2015 Top Instagram Accounts To Follow For Fashion & Beauty

According to recent research published on Digiday, social engagement and awareness are highest on Instagram as opposed to Facebook, Pinterest, and Twitter. In just the second quarter of 2015, a vast majority of top fashion brands engaging in social media marketing experienced a significant 77% growth in engagement.

Brands who boast more than a million Instagram followers, including Chanel, Benefit Cosmetics, and Estée Lauder quickly built their consumer audiences by teaming up with top social media influencers on the photo-publishing platform. Though these far-reaching influencer partnerships may have originated and gained traction first with top fashion & beauty bloggers and YouTubers (ex. Bethany Mota, Michelle Phan), this trend is quickly extending beyond the beauty realm into both travel/hospitality, and automotive. Within the fashion and beauty niche, online fashion retailers and photography studios (Shopstyle and Smashbox, respectively) are partnering with top fashion influencers for highly-marketable sponsored content.

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in blog, Branded Content With Influencers, Fashion Influencers, Instagram Influencers, Social Media Influencers

Quick Look: What Is Periscope Live Streaming App?

What Is Periscope Live Streaming Video App

Periscope Live Streaming App 101

Digital media is growing at unprecedented rates -- in 2014 alone, digital media siphoned over $1B in ad dollars from traditional TV networks. With the debut of Periscope this May, we may be nearing the apex of social sharing. Periscope is a Twitter-developed app that lets users live-stream through their Twitter account to whoever wants to watch. The broadcasts are in real time but can also be watched at a later time. Not only does this revolutionize how we interact with each other, and those around the world, but also how brands can work with social media influencers to effectively communicate with target audiences, generate buzz and awareness, and successfully engage with consumers online.

  • Twitter officially launches Periscope on March 26, 2015
  • Periscope is available for iOS and Android platforms
  • Periscope hits 1M users during its first 10 days of launch
  • 10 million users are now using Periscope live streaming to watch 40 years' worth of content each day

What Is Periscope And How Does It Work?

Periscope is a video app that allows users to communicate through live-stream to their viewers. Acquired by Twitter in March 2015, it has become the main player in video broadcast and the newest social media sensation. Periscope’s user experience is streamlined. On the streaming side, users provide a description for their broadcast and begin recording. Periscope allows users to automatically tweet their video as well as save it to be viewed later. Once the broadcasting is live, viewers can send one-way text messages and “heart”  stream.

5 Best Tips For Using Periscope Live Streaming Effectively

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in blog, Online Video Marketing

Blogger Spotlight: Oh Dear Drea By Andrea Duclos

Influencer Spotlight Oh Dear Drea Andrea Duclos Blogger

As a veteran blogger of 15 years, Andrea Duclos started Oh Dear Drea to share her journey as a single mother. Since then, her blog has gained massive popularity for both its candid voice, enticing writing style, and beautiful, vibrant photography. Oh Dear Drea features the latest happenings and finds for natural living, vegan food, travel adventures, and home design. For sponsored blog posts, brands like Sugru, Blue Apron, NatureBox, and BarkBox regularly partner with Oh Dear Drea to co-promote their brand with excellent awareness, reach, and engagement.

Check out her influencer spotlight for a snapshot look into Andrea's blogging world, her advice to new bloggers, and her philosophy for balancing social media and life.

How did you get started blogging?

I started blogging about 15 years ago. Crazy, right? I just wanted a place to write my angst teenage thoughts and have some sort of creative outlet. At some point I stopped for no particular reason. About a year later when I became pregnant I thought I should start again, completely fresh, leaving my teenage angst behind. I deleted my old space and created a new one to document my life as a single mother. I’m not a single mother now, but I think it was good to build a real connection with people first. Even in the best of times now, people know and trust that the life they see is really the life I’m living— and I genuinely think that’s important for the reader.

Influencer Spotlight Oh Dear Drea by Andrea Duclos Blogger

What was your first blog post?

I couldn’t tell you exactly, but if I had to guess it was probably something about being bored in computer class. In my new blog, it was just a picture of me, saying ”Hi, I’m starting this space again!”

What was your breakout moment?

I’m not sure if I had a ‘breakout’ moment. My blog slowly but surely gained momentum and readers. I think people just really liked the honesty and bluntness about it. My blog felt different than a lot of the other happy family blogs out there -- I had a different story to tell and it wasn’t always happy and perfect, it was just life unfolding.

Have you ever written anything that’s gone viral?

I’m not quite sure how viral something has to be to be ‘viral’ but my most popular post to date has been “how to have a good life without spending a lot of money” —- it did incredibly well and was shared often. Which is mostly amusing to me because I said I would never write about money, but one day I sat down and wrote down all the little things we do that make us happy and it all came together, sort of perfectly.

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in blog, Bloggers, Influencer Spotlight, Social Media Influencers

Can Hollywood Stay Relevant With Top YouTube Stars?

Top YouTube Stars Vs Hollywood Celebrities

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

Top YouTube Stars Outrank Celebrities, But Hollywood Is Adapting To The Trend

With millions of followers, likes, and engaged audiences, top YouTube stars have become celebrities in their own right. In fact, several recent surveys show that these top YouTube stars actually surpass traditional celebrities in popularity, especially among younger audiences. In contrast to most mainstream celebrities, YouTubers retain an appeal, especially to teens and millennial consumers because their content is relatable, fresh, and approachable.

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

How Travel & Hospitality Brands Are Marketing With Social Media Influencers

How Travel & Hospitality Brands Are Marketing With Social Media Influencers

FYI, for the latest influencer marketing news, resources, and case studies, subscribe to our weekly newsletter.

Social Media Influencers Help Travel & Hospitality Brands Reach Untapped Audiences

As more and more brands team up with social media influencers to drive engagement, reach, and newfound awareness towards longstanding brands, the travel and hospitality sector is well-poised to transition from traditional modes of advertising into the best digital marketing practices. Many of the newer and emerging social media publishing channels are visually intensive (focusing on beautifully captured photos and well-shot videos) lending itself well to capturing experiences within the travel and hospitality industries.

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in blog, Bloggers, Branded Content With Influencers, Influencer Marketing, Influencer Marketing Case Studies, Influencer Marketing Examples, Instagram Influencers, Native Advertising With Influencers, Online Video Marketing, Social Media Influencers, YouTube Influencers

Digital Media Taking Billions Away From TV

YouTuber Ingrid Nilsen Miss Glamorazzi as Covergirl Glambassador

Billions Of Ad Dollars Going Towards Digital Media, Online Video In 2014 Alone

While the battle for online video supremacy continues between YouTube and Facebook, both giants are collectively working towards one powerful trend: the billion dollar shift of ad dollars from TV to digital media and online video. Advertising Age recently published new research from Standard Media Index (SMI) illustrating how billions of national TV spend had been repurposed towards digital media equating to a net loss of $1.7 billion. This trend is the latest amongst many that points directly to the growing shift of major marketing and ad dollars towards digital media (specifically online video) and conversely, quickly away from traditional TV advertising.

As companies head into the later half of 2015, here are a few notable industry trends to help marketers and advertisers best plan their digital media spend:

  • In response to YouTube's 60% increased watch time (2015 Q2), analysts at Jefferies & Co. noted "online video ads could be a $17 billion opportunity in USA alone by 2017, and YouTube looks best positioned to benefit" (via Reuters).
  • At VidCon 2015, YouTube CEO Susan Wojcicki shared that the video publishing platform "reaches more 18-49 year olds than any other cable network in the US" (via Forbes).
  • Wall Street Journal reports on end of 2014 Nielsen TV study: online video jumps 60% whereas TV viewing for 18-24 year olds continues to drop double digits, down 17% in 2015 Q1 (via MediaPost).
  • All from Mary Meeker's digital trend report: Snapchat generates 2 billion video views per day. Single events like Coachella can generate 40 million views to Snapchat Live Stories. Facebook gets 4 billion video views per day. "Watching video games like it's TV is becoming a top entertainment choice."
  • In partnership with Pixability, Google's Agency Blog recently published trends from the Top 100 brands. Standout stats include a doubling of branded content views in last 12 months and a near 50% increase in brand channel subscriptions. According to Google, "brands are now adopting similar content strategies as some of our most successful creators on YouTube."
  • Nielsen data reports traditional TV viewing for 12-17 year olds declined drastically to 18 hours each week (down from 21) just in 2015 Q1. As such, many traditional TV networks are quickly pioneering digital divisions or YouTube influencer strategies (WSJ) in order to stay relevant (via VentureBeat).

Examples Of Major Traditional TV Advertisers Shifting To Digital Media

In light of the aforementioned trends, increasingly more brands are proactively choosing to develop their online video presence via sponsored advertising, branded content, and/or marketing with prominent digital influencers to quickly grow their views and brand awareness.

Here are a few examples of companies who have traditionally advertised on TV but are now venturing into custom content creation on new and emerging social publishing channels and networks:

Dr. Pepper - the soft drink beverage giant recently partnered with several Viners for a multi-platform marketing campaign.

Toyota - running inside Snapchat's localized Live Story feature, Toyota is the first car brand to leverage the online video platform's geo-targeted ad format.

In Ad Age's "Marketer's Playbook" video series, both Macy and Gatorade detail "going all in on digital."

Companies Utilizing Vloggers To Maximize Digital Ad Spend

In a targeted effort to best connect with consumers and build brand affinity, both TV networks and major companies are partnering with top video bloggers ("vloggers"), YouTubers, and other digital influencers. Nike, Mercedes-Benz, and J. Crew have partnered extensively with YouTuber Casey Neistat for several online video campaigns. Major TV advertiser, CoverGirl, was one of the first to team up with beauty vlogger Ingrid Nilsen to expand and augment their brand offerings online. VidCon 2015, the world's premier industry conference for online video, marked the first time where a major TV network (Nickelodeon) held open casting auditions specifically targeting digital influencers. Both Universal and Marvel began promoting their movies by creating short form web content with prominent YouTubers (see Terminator YouTube Chronicles, Ant-Man + Trainwreck)

Also See Our Posts On:

VidCon 2015: Everything You Need To Know

Top Social Media Influencer Series 2015

Facebook Shares Ad Revenue With Video Content Creators 

in blog, Monetization, Native Advertising With Influencers, Online Video Marketing

Lifestyle Blogger Spotlight: The Stripe by Grace Atwood

Lifestyle Blogger Grace Atwood The Stripe

Grace Atwood, the lifestyle blogger behind The Stripe (formerly Stripes & Sequins), is no stranger when it comes to exactly what works in social media. Before she became online jewelry retailer BaubleBar's sixth employee (she currently is their Director of Social Media), Grace worked in the corporate world and started blogging as a creative outlet. What began 5 years ago (2010) as a passion project, grew steadily into a hugely successful blog known for it's well-curated DIY tutorials and has been featured in all the world's top media outlets including Yahoo, AOL, Refinery29, StyleBistro, and PopSugar.

The Stripe showcases Grace's well-curated style, DIY, beauty, home, travel, and wellness posts in addition to beautifully photographed visuals. Ms. Atwood has presented at General Assembly's Social Marketing Summit, been featured in Birchbox's Holiday Gift Series, and has worked with a variety of blog sponsorships including Blue Apron.

Check out Grace's feature interview where she details her breakout moment, how blogging has increasingly more commercial, and how good story telling in an age of visual/video-dominant social media will "become even more important."

How did you get started blogging? I started my blog in 2010 just for fun…I wanted a place to share the things that inspired me. I’d post an image, and some text…my blog was pretty ugly back then!

What was your first blog post? Haha, it was about a Chan Luu Bracelet I’d just bought. Literally just a photo of the bracelet and a paragraph about why I liked her bracelets.

What was your breakout moment? I think it was when some of the DIYs I’d done on my site started to get noticed. A few bigger sites linked to me and put me on lists like “Top Ten DIY Fashion Blogs” and from there, my audience began to grow.

Have you ever written anything that’s gone viral? Yes…a few friendship bracelet tutorials!

How has blogging changed since you got started? It’s gotten a lot more commercial. I think it’s amazing that we, as bloggers, can earn a living from our work…but I also miss the days where everything was all organic, and blogging was about discovery + finding new cool things.

Read More>>

in blog, Bloggers, Fashion Influencers, Influencer Spotlight

Top Social Media Influencers Series 2015

Top Social Media Influencers Series 2015

Subscribe to our industry digest newsletter: the latest authoritative marketing news, trends, and stats on social media stars

Top Social Media Influencers For Instagram, YouTube, Snapchat, & Blogs

Working with top social media influencers can help brands quickly connect with millions of engaged millennial consumers eager to try new products or attend exciting events hosted by their favorite YouTuber. Recent surveys have shown that more teens in the United States relate to, take advice from, and emulate top social media influencers as opposed to even the most well-known mainstream celebrities. In light of fast-declining TV viewership (based on 2015 Neilsen data) and the rapid ascent of online mobile video, major brands are now developing company-wide influencer strategies (WSJ).

Each social media publishing platform (i.e. YouTube, Instagram, Vine, Snapchat) not only has its own roster of top social media influencers, each also presents its own set of best practices, marketing strengths, and advertising weaknesses. Unless brands are well-equipped to adeptly navigate each platform, partnering with top social media influencers and marketing agencies that understand each medium is the best way to yield maximum returns (ROI), achieve high rates of engagement, and increase brand awareness.

UPDATE: See The Top Social Media Influencers For 2016Read More>>

in blog, Bloggers, Fashion Influencers, Influencer Marketing, Influencer Marketing Guides & How-To’s, Snapchat Influencers, Social Media Influencers, YouTube Influencers

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