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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

Facebook Video Launches Content Anthology Initiative

Facebook Video Launches Content “Anthology” Initiative

Video production and video viewership has increased exponentially. All the key video players in today’s arena are vying for marketing and advertising dollars, so it’s no wonder that Facebook has joined the pursuit.

According to statistics, there are now more Facebook videos on the popular social networking site than there are YouTube shared ones. That transformation has increased interest in securing funds from additional advertising and marketing investors.

So What is the Content Initiative?

Facebook launched the Content Initiative as an attempt to seek out publishers with experience in the realm of branded content. It would appear that the goal is to attain a group of partners who will assist Facebook in developing and designing unique videos. These pieces will all be branded and original - and owned by Facebook - thereby enabling Facebook to present them to marketers and advertisers.

The ultimate goal of course is to garner increased capital through video advertising. In summation, the basis for the content initiative is to create a solid group of video content publishers to work in correlation with Facebook and potential advertisers. Brand-specific videos will be produced and then shared on the social media site.

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in blog, Branded Content With Influencers, Facebook, Monetization, Native Advertising With Influencers, Online Video Marketing, YouTube Influencers

How do Influencers Make Money with YouTube Sponsorships?

How Do Influencers Make Money with YouTube Sponsorships?

Making money online sounds ideal. Imagine, working from anywhere, anytime that you want. Many people have made working online a reality, and YouTube is a popular way to do so. But how do people monetize their video creation? Most YouTube influencers past 100,000 subscribers land brand deals to endorse and authentically promote a product or service in their videos. YouTube influencers typically receive countless emails and daily inquiries from brands and agencies hoping to partner with them. YouTube influencers choose which brands to work with based off a few important criteria: budget and compensation, scope of project and brand asks, social media promotion involved, and how closely the brand authentically resonates with the YouTube influencer’s personal experience and taste. YouTube sponsorships work best when the brand is a natural fit for the influencer, channel theme, and audience, which results in better viewer-sentiment with the influencer and the brand, and when it proves beneficial to all parties involved: the brand reaches target audience through genuine endorsement; the audience learns about a new brand and is usually offered an exclusive discount; and the YouTube influencer gets paid for their work along with the added perk of free product and services. Learn more in our blog post about ways to collaborate with YouTube influencers for branded videos.

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

Facebook Video Rivals Youtube

Facebook Video Rivals Youtube

When we think of watching videos, the powerhouse portal Youtube may be first to come to mind. However there seems to be a new contender in town. Traditionally when we think of Facebook, we often think of status updates and funny cat memes. But with new updates, Facebook video may be rivaling Youtube video in a big way.  

Company announcements are often yawn provoking. But in the case of Facebook’s announcement regarding their push into videos, it proved to be noteworthy. In their first update, Facebook decided to roll out autoplay on videos. So as users would scroll through their news feed, videos would automatically start playing (without sound).

The latest rollout was a change in the algorithm to start showing more videos to people who actually enjoyed watching them. Facebook determined this by measuring the amount of times someone would spend watching a video before scrolling on. As a result the videos were shown more commonly to those who actually wanted to watch them.

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in blog, Online Video Marketing, YouTube Influencers

Snapchat Celebrities: The New Social Influencers

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Snapchat Celebrities - Where Are They?

A digital influencer has traditionally been easy to find. Followers, number of engagement, and verification all point brands in the right direction. With the introduction of Snapchat, however, all previously used metrics have been thrown out the window, and finding a Snapchat influencer has become increasingly difficult.

The ephemeral nature of Snapchat makes the platform unique, attractive, and difficult all at the same time. The only measurable tools available for brands to measure success is the amount of times a snap has been opened and how many screen shots were taken. Not only that, but there isn’t an auto-populate field when you search for a name, nor is there a visible follower count on profiles.

Nevertheless, the undeniable reach of the platform can’t be ignored and brands are starting to dive in and include Snapchat influencer campaigns as part of their overarching integrated marketing campaign. With huge brands like Disney and Relativity Media investing heavily into influencer marketing, it's become clear that Snapchat celebrities are the new social influencers.

The Snapchat Influencers To Watch

A "Snapchat celebrity" is a very new concept. The platform itself is also new. Most of the Snapchat celebrities, however, are not: they migrated to Snapchat from an already successful social channel such as Vine or Youtube. They took an already flourishing fan base to a new medium, and continued to garner new followers.

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in blog, Branded Content With Influencers, Snapchat Influencers, Social Media Influencers

Reaching Millennial Consumers through Instagram Content Creators

Reaching Millennials Through Instagram Marketing

Reaching a specific demographic has always been key for precise and effective marketing. As more social channels and content influencers launch and become popular, this task becomes easier to accomplish more accurately. Instagram has over 300 million active users, with an average of 70 million photos uploaded every day. This is a massive amount of content, but Instgram users are consuming it around the clock and generating over 2.5 billion likes daily (Instagram Statistics). Millennials make up 51% of the users on Instagram, making it the most millennial heavy social platform right now (digiday). This makes Instagram marketing key for reaching Millennials.

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in blog, Instagram Influencers, Monetization, Social Media Influencers

Michelle Phan’s Ipsy Beauty Box

michelle phan ipsy

How YouTuber Michelle Phan Achieved Big Time Success With Ipsy Beauty Box Subscriptions

Ipsy beauty box, the makeup sample startup of YouTube influencer and entrepreneur Michelle Phan, just reached a significant milestone in its subscriber count. For the month of April, Ipsy beauty box will be sending out over 1 million beauty sample bags to it's subscribers. This is no small feat, as beauty subscription box competitor, Birchbox, who launched a year before Ipsy, is at 800 thousand subscribers.

But Ipsy has one thing Birchbox never will, a legion of devotee Millennials who followed Michelle long before she was selling anything. As a YouTube creator, Michelle Phan has been using her influence to bring her audience everything they never knew they needed to know about makeup. For Michelle, the logical next step was to create the ability for her audience members to follow along with her beauty tutorials. As noted on the Ipsy's site, "Michelle Phan has inspired countless women around the world through her beauty video tutorials on YouTube. Every day, the question Michelle gets asked the most is: "What are the right products for me?' Ipsy beauty box is an exemplary extension of a YouTuber leveraging her brand and influencer marketing.

Through her pervasive beauty knowledge, Michelle saw that there's not a single product that works for everyone. Birchbox and Ipsy's model is to customize their monthly subscription boxes to each unique user through a style profile and quiz. "With infinite beauty product combinations in the marketplace, choosing the best items for your needs can be a challenge! That was why Michelle created Ipsy. Michelle and her team of stylists have selected products they love, for you to try." Through Michelle's devoted and steadfast audience, Michelle has been able to capitalize on the core of influencer marketing - the ability to authentically endorse a brand or product and the creative dexterity to market to her following (also see our post on the top haul videos of 2014). Michelle has what Birchbox doesn't - an unfeignedly unique voice and personality.

Michelle's audience are influencers in their own right. She has thousands of followers who are YouTubers themselves. A search for "Ipsy" on shows thousands of videos created by other influencers bestowing their own endorsement of the brand. Ipsy was born native to YouTube and grew through YouTube, the zenith of social content where brands and product endorsement are an intrinsic and integral aspect of the content. It's no wonder, they've grown so fast.

Back in May of 2007, Michelle posted her first makeup tutorial video to YouTube. Since then, she's reached 7.5 million subscribers, worked with Lancome as their official makeup artist, created a line of makeup with L'Oreal titled EM, created a multichannel network for women on YouTube titled FAWN, as well as written a book and worked with Cutting Edge group to launch Shift Music Group, where social media will be used to raise awareness for new and upcoming artists (also see our post on YouTube influencer Bethany Mota). All of this, along with Ipsy, makes Michelle one of the most successful YouTube influencer turned entrepreneurs in the space. With Ipsy beauty box alone, Michelle has created a revenue stream of over $120 million in annual sales.

image source [ 1 ]

in blog, Monetization, Social Media Influencers, YouTube Influencers

Top 5 Best Branded YouTube Videos: Part 2

Best Branded YouTube Videos

The best YouTubers and YouTube influencers are as good at captivating their audiences through branded content as they are with their standard channel content. A priority of all YouTube creators is to maintain and entertain their audience through authentic means. So, anything with the potential to obstruct or impede that relationship interferes with the YouTubers ability to connect with their audience and grow. Audiences are an exceptional litmus test for branded content. Anytime they sense content being overly branded or branded content done in a clumsy way, they are quick to dislike and comment on the video with their vitriol.  The best branded YouTube videos come from an unequivocal match between the brand, the content, and the creator. If the creator is already a fan of the brand or a realistic potential user, branded videos will find more success with the creator's audience (see our post on three ways to create great sponsored content).

The best branded content comes from when the brand and advertiser relinquish control of the content, forgoing a script to allow the creator to captivates audiences in their own unique way. Scripts can leave a video feeling dry and out of place amongst countless other videos. Just a few "whistle blowers" can call a creator out on inorganic, or overly sponsored content, and create a major stir. When the influencer has control and a strong say, the content will feel more organic and accepted by their audience (all see our post on three things to remember when making branded content for YouTube). The goal is to create content the YouTuber's audience will enjoy and want to share. This drives shares, likes, views and comments and builds a wholly unencumbered connection with the brand.

Listed below are our picks of the top best branded content YouTube videos and brand sponsorships.

 Andreas Choice

Andrea, behind AndreasChoice, is a DIY, fashion, beauty, and lifestyle YouTuber with over 3.1 million subscribers. For this branded YouTube video, she collaborated with her YouTube friend Blaire, behind JuicyStar07 (with over 1.7 million subscribers herself) to give fun tips on ways to accentuate your smile. This video is sponsored by Colgate to promote their optic white tooth paste and the fun teeth whitening tips, integrating Colgate, was the perfect way to organically bring the toothpaste to her audience.

 

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

Influencer Spotlight – Blogger: Kath Eats – Kath Younger

kath eats blog collage

Kath Younger is the voice behind Kath Eats Real Food, a personal blog dedicated to healthy living with a focus on delicious recipes. Kath originally started her blog to document her journey to a healthier lifestyle, but it evolved into a full photo series of her recipe prep and meals (3 times a day!), until it settled into a daily blog with fitness, food, nutrition, and lifestyle content. Mixed into her native content, Kath seamlessly incorporates fitting sponsors that bring value to her readers, such as best work out tips to avoid blisters with Bombas, how to keep an organized home with Boxed, and a book alternative for summer with Oyster. Here's Kath's take on how and why her blog grew, and how brands can work with influencers to create the most meaningful and successful influencer marketing content.

How did you get started blogging?

After losing 30 pounds, I wanted to share my tips and recipes with friends and family who always asked me “how did you do it!?” I started with a free Blogspot blog, later moved to WordPress and rebranded as Kath Eats Real Food. I've been blogging almost daily for over 7 years!

What was your first blog post?

Just a simple recap of my meals for the day. My first blog posts read more like a weight loss diary than a blog. I started with just 5 readers who followed me over from Calorie King and then grew little by little until I had thousands checking in everyday.

What was your breakout moment?

My proudest moment was winning Best Food Blog at the Foodbuzz Festival in 2009. I was so humbled to win the award and flattered that so many nominated me. Those were the days when blogs were all fun and not taken too seriously!Read More>>

in blog, Influencer Spotlight, Social Media Influencers

Bethany Mota Takes Stake in BeautyCon

Bethany Mota beautycon
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Bethany Mota Takes Stake in BeautyCon

Since 2009, Bethany Mota, a beauty and lifestyle YouTube ingenue and sensation, has been uploading videos to her channel MacBarbie07. Six years later, Bethany has amassed over 650 million video views and over 8 million subscribers, making her the most subscribed to beauty channel on YouTube. Now, with a presidential interview and countless conference talks on her resume, Bethany has invested an undisclosed stake in BeautyCon.

BeautyCon is a live conference and symposium where fans have the opportunity to meet their favorite YouTube beauty gurus and see them give talks and participate on panels. Bethany has partaken on panels at BeautyCon since it's inception in 2012, and has said she loves the comaraderie she finds in the BeautyCon space. “I’ve seen up close that the BeautyCon team puts the fans first and creates the sense of home for me, a place where I can feel comfortable to be myself and talk to the fans in a truly authentic way,” Mota said in a statement (also see our spotlight on Bethany Moto).

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

10 Stats You Should Know About YouTube

10 YouTube Statistics You Should Know

With 1 billion users and hundreds of millions of daily video views, YouTube is a content creating powerhouse filled with channels from the likes of music creators, to entertainers, to beauty gurus, to technology and gaming influencers and to every topic known to man in between from the commonplace to the esoteric (YouTube). YouTube is an absorbing social platform, bringing viewers together via all screens to create billions of video views every day. YouTube has become one of the leading social platforms for teens and Millennials and is rapidly capturing every other demographic. YouTube has also become one of the most captivating ways to get your brand in front of millions of viewers (also see our post on top entertainment YouTubers of 2014). Below are 10 YouTube statistics you should know.

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in blog, Online Video Marketing, YouTube Influencers

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