YouTuber Em Ford Makes Viral YouTube Video "You Look Disgusting"
YouTube beauty star Em Ford, of My Pale Skin Blog, is no stranger to the glaring world of beauty & fashion. A former model, Em is now working full-time at a creative agency pursuing her passion for storytelling and filmmaking. She has since developed her own beauty channel on YouTube -- her adjoining blog celebrated it's one year mark in January 2015. Em’s cheeky and straightforward video tutorials have attracted a sizeable following of 200K+ subscribers and 15M total video views.
Recently there has been an uptick in body acceptance movements, where models and YouTube influencers with seemingly unattainable standards of beauty speak out regarding body shaming, often revealing themselves "sans fards." While the response has been overwhelmingly positive, the polarity of social media comments is startling.
Em recently garnered attention with her YouTube video campaign #YouLookDisgusting. This blisteringly candid behind-the-scenes reveals the internet’s response to her video where she reveals herself with and without makeup. Her message is clear: “One challenge many face today, is that as a society, we’re so used to seeing false images of perfection, and comparing ourselves to unrealistic beauty standards that it can be hard to remember the most important thing: you are beautiful.”
BeautyCon LA 2015 Spotlight Q&A: Bethany Mota With Cosmopolitan.com Editor, Amy Odell
On July 11, 2015, BeautyCon LA 2015 brought together over 80 top beauty and fashion brands, 140 digital influencers, and thousands of their most coveted fans at The Reef, an indoor and outdoor "creative habitat” in downtown Los Angeles. At the heart of BeautyCon LA 2015, YouTube superstar Bethany Mota delivers an oftentimes emotional Q&A that sheds invaluable insight for other content creators, highlights her multi-faceted YouTube success, and ultimately showcases the positive and far-reaching ramifications of the vlogging industry. Amy Odell, editor of Cosmopolitan.com (a major BeautyCon LA 2015 partner), moderated Bethany's Q&A.
Established in 2011, BeautyCon not only comprised of global industry summits filled with YouTuber panels, Q&A’s, live performances, and meet-ups, but following a successful $2M round of seed funding, has become a “formidable consumer-facing media platform for young women and their YouTube heroes” (via Fast Company). Bethany Mota, nominated by Cosmopolitan as "Internet's Most Fascinating," is a key investor in BeautyCon. This year's BeautyCon LA 2015 panel topics included "The Evolution of Fashion & Beauty" (presented by sponsor Barbie), "The Business of Beauty Inside + Out," and "Becoming a Digital Media Sensation," in addition to makeup demos, #GirlProbs, and a timely "Being True to You LGBTQ+."
Bethany's Q&A elicited all the fan fervor and animated reactions in line with a teen social media star sporting over 9M YouTube subscribers. Like BeautyCon and much of it's surrounding industry, Bethany's success is predicated on empowering the viewer. As she eloquently articulates during one of the Q&A's more poignant moments,
"Do what genuinely feels right for you. We are the next generation. We need to be brave enough to make that change. Please remember how much you have to offer the world."
Here are Bethany Mota's BeautyCon LA 2015 keynote points:
On her humble beginnings: Bethany expressed difficulty in believing her channel would ever reach 1,000 subscribers. Instead, she recalls her desire to simply make good content for her audience where "we can all relate and connect no matter where in the world."
On being a "YouTuber:" In the early part of her YouTube career, Bethany relates how she couldn't explain the nature of what she was doing to family and friends, but took comfort in the fact that "only fans got it."
At the start of July, Facebook announced that it would begin to pay video content creators a percentage of video ad sales. Facebook's new undertaking and foray into the YouTube-dominated world of online video publishing will feature two new initiatives: Suggested Videos and their accompanying Ad Revenue Share Program.
In the past, YouTubers have used Facebook's massive reach to successfully promote and drive views to their YouTube-hosted videos. With the advent of Facebook's new video ad share program, content creators will not only be able to leverage Facebook's immense exposure, but also get paid directly for their video views.
Presently, Facebook is offering these new initiative opportunities only to a few select major publishers including NBA, Hearst Corporation, Fox Sports, Funny or Die, and Tastemade. At this point, it is unclear when Facebook will begin to offer this new revenue share program with individual content creators. Nevertheless prominent YouTubers like The Young Turks (part of the MCN TYT Network), Viner Arron Crascall, and multi-platform creator The Eh Bee Family all have seen success sharing their videos on Facebook.
Facebook's new Suggest Video platform will debut first to iOS in the upcoming few weeks.
What's New? Dedicated Video Feed + Ad Share Split
With Facebook's new Suggested Videos, the user will be redirected to the new feature after playing a video on their News Feed. Unlike YouTube, which features it's video ads at the start of each video viewed, Facebook's video ad content will autoplay (with sound) interspersed among creator content in the new Suggested Video feed.
Blogger Emily Malone of Daily Garnish
Emily Malone began her blogging journey when she applied and was selected to blog about running for her local newspaper. Since then the culinary school graduate has blogged extensively about her entire culinary school experience, planning for a wedding, recipe development, parenting, and much more.
In her blogger spotlight feature, Emily shares how blogging is now a viable business and how it has rapidly emerged as "a platform for businesses to connect with an audience through a writer they trust." With the proper brand-blogger alignment in mind, Daily Garnish provides businesses like Blue Apron and NatureBox (close to 1,000 community feedback on her review and giveaway post) with high-reach, targeted, and engaged audience platform.
Check out her complete blogger interview to learn how the blogging industry has changed, what Emily wishes she had more time for, and her timely advice to both bloggers and businesses looking to partner together.
How did you get started blogging?
I had just decided to train for my first marathon, and our local newspaper was looking for bloggers to write about their running and training. I applied on a whim along with my best friend, and they chose us! It was a fantastic experience, and it was so fun to share my story with my local community.
What was your first blog post?
I think it was just introducing myself to the newspaper audience, and sharing my running journey to date. Once I finished up my stint as a marathon blogger, I started my own blog because I enjoyed writing and engaging with my audience so much. From there it grew from wedding planning, to general twenty-something musings, to culinary school, to recipe development, to family planning, to parenting -- and now it’s some sort of crazy hybrid of all of that. Except for the twenty-something part...
What was your breakout moment?
I gained a lot of readers when I was in culinary school because I don’t think many people had been given such an inside look at that experience before. I also had big boosts in my audience when I was featured in Better Homes & Gardens Magazine as a “blog to watch for” and during the Project Foodblog competition through Foodbuzz.
Top Fashion Bloggers Featured In ShopStyle's Snapchat Marketing Campaign
ShopStyle recently partnered with five of the most in-demand fashion bloggers for their latest Snapchat marketing campaign. Christine Andrew of Hello Fashion Blog (@hellofashblog on Snapchat), Jacey Duprie of Damsel In Dior (@damselindior), Natalie Suarez of Natalie Off Duty (@natalieoffduty) Geri Hirsch of Because I'm Addicted (@gerihirsch), and Courtney Trop of Always Judging (@always_judging) all "snapped" themselves and their well-curated outfits into ShopStyle's innovative e-commerce endeavor.
Sales aggregator site ShopStyle worked with these top fashion bloggers to feature campaign pieces on their individual Snapchat “story” each with a captioned link directing them to ShopStyle’s Snapchat landing page (snap.shopstyle.com) where upon the customer is directed to several e-commerce retailers including Farfetch, Nordstrom, Topshop, and more. The user experience is not exactly seamless, but utilizing Snapchat does make the overall shopping experience fun, engaging, and with a more personal level of influencer-follower interaction that's not always achievable with Twitter or Instagram. Coincidentally, Snapchat announced that they would be debuting new advertising features to aid in the purchasing process around the same time ShopStyle launched their Snapchat marketing campaign.
How Brands Are Leveraging Snapchat Marketing With Bloggers
Just like Instagram, Pinterest, and other apps that feature in-app-shopping, brands are not strangers to the social media sphere. However, unlike a traditionally branded page, influencers on Snapchat are seeking a more organic approach than just inserting a click-to-buy button within a carefully crafted post. This is where we see the best natural engagement from influencer to followers and consumers. "I wanted to show a different side to social media, where it's not so thought out, and I'm putting something out there that was way more organic, and unedited than any other social content," blogger Courtney Trop said regarding the ShopStyle partnership.
The Vessel Video Platform Is Here. Now What?
Vessel's video platform debuted in limited access beta on January 21, 2015. On March 24, the Vessel app became available to everyone on iOS and the Android version, June 16.
Prior and following its release, Vessel succeeded in signing both top YouTuber talent and mainstream influencers (most notably The Ellen Show, Rhett & Link, Machinima, and Miss Glamorazzi). Although Vessel's superior revenue share makes financial sense to some YouTubers, MCNs, and mainstream publishers, many industry professionals have expressed their concern regarding Vessel's ability to secure a critical mass subscriber base and therefore ensure profitability.
What Happened To Vessel Video?
Vessel made major headlines worldwide and garnered the attention of top investment firms when several of YouTube's top creators signed to Vessel's video platform. Getting top YouTubers signed to Vessel's platform did come at an extortionate price: Vessel spent millions, sometimes up to $500,000 on single influencers, to get YouTubers to publish first to Vessel.
With a $75M Series A funding round, Vessel's video platform quickly became a hot topic of discussion in the online video space, threatening to disrupt YouTube's foothold in the market. Although traffic to Vessel's site skyrocketed around their iOS release in March, it quickly plummeted afterwards.
According to data intelligence service Compete.com, traffic to Vessel's site is nominal and the overarching trend suggests that in spite of Vessel's sustained effort to sign major YouTubers and publishers, traffic has dropped precipitously to Vessel's video platform.
Top YouTube Stars Featured In Paramount & YouTube Space LA/NY Collab
Paramount Pictures enlisted the help of several top YouTube stars in a targeted effort to reach millions and ultimately drive sales to their movie, Terminator Genisys. Paramount is one of many brands leveraging both the reach and engagement of top YouTube stars in order to successfully market a service, brand a product, or drive awareness to an event.
As a major part of Paramount's promotional advertising strategy, Arnold Schwarzenegger filmed at YouTube's Space LA/NY (a dedicated production studio for YouTube content creators with over 10K subscribers) with several top YouTube stars including Lilly Singh "IISuperwomanII," Toby Turner "Tobuscus," the MCN Machinima. Many more top YouTube channels created related content to support the the YouTube hosted series (i.e. Epic Rap Battles' "Terminator vs. Robocop" video).
Check out the entire 3-part series here and see how well known brands like Paramount Pictures are collaborating with top YouTubers to create exceptionally well-branded creative content as a part of their targeted advertising strategy:
Terminator Genisys: The YouTube Chronicles
Home and Design Blogger KariAnne Wood of Thistlewood Farm
Ready for a much-needed change from an increasingly busy city life, KariAnne and her family relocated to a countryside farmhouse. Her home and design blog, Thistlewood Farms, documents the beautiful renovation (complete with a well photographed house tour) of their newfound home alongside many associated DIY and house projects. KariAnne's engaging blog offers many novel and crafty tips for homeowners seeking to add a touch of fresh country to their own decor (check out 5 Simple 10-Minute Organizing Ideas), a wealth of elegantly photographed home projects (like her IKEA Bathroom Shelf Hack and Painted Porch Swing), and scrumptious dessert recipes.
In addition to running her high-reach blog, KariAnne consults on the business of blogging and home design. As a 2014 recipient of Home and Gardens Top 10 Decorating Blogger Award and an expert on bHome's app, Thistlewood Farms blog occupies a coveted niche vertical for home improvement, living, and decor brands looking to provide both products and services to a targeted, consumer audience base. Read her entertaining blogger spotlight feature to learn about her viral Burlap Curtain Project, top list of daily reads, and how to create a winning sponsored blog post campaign:
How did you get started blogging?
I couldn't resist!
We had just moved from the city to the country and bought an old farmhouse and renovated it from top to bottom. And I wanted to shout it out to the world. It just took a little time for everyone to listen!
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The Top 10 Snapchat Influencers To Follow [INFOGRAPHIC]
Recently, Snapchat's CEO Evan Spiegel revealed that the photo- and video-sharing app now receives 10 million video plays per day, surpassing Facebook's figures and cementing Snapchat's place among the world's most popular social media platforms. As the number of engaged users grows (Snapchat currently has approximately 200 million active monthly users), both fast-rising companies and established brands are seeking ways to capture the attention of Snapchat's engaged audiences and increase brand awareness by growing their Snapchat channels. Partnering with Snapchat influencers, either through sponsored content campaigns or by allowing Snapchatters to do a "Takeover" of a brand's channel, is one of the best ways companies can take advantage of an influencer's reach, target their dedicated followers, and capitalize on Snapchat's high daily engagement rate.
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