Watch YouTube's Chief Business Development Officer Robert Kyncl's CES 2016 speech here. For the latest authoritative marketing news, trends, and stats on social media stars and influencer marketing,subscribe to our industry digest newsletter!
The 10 Biggest YouTube Trends & Digital Video Stats From Robert Kyncl's CES 2016 Speech
In his CES 2016 keynote speech, YouTube's Chief Business Officer Robert Kyncl presents both statistics and upcoming trends for both YouTube and the digital video industry. CES (Consumer Electronics Show) is an annual consumer electronics and technology tradeshow held in Vegas. While CES 2016 (January 6-9) featured everything from single-seater drone copters to smart fridges to 8K TVs, Kyncl's keynote presents a critical, one-of-a-kind, forecast for marketers and brands complete with the latest YouTube trends and stats.
Read here to see the biggest YouTube trends from CES 2016 and what lies ahead for the digital video industry:
For the latest news and trends on top YouTubers, Instagrammers, bloggers, & Snapchatters, subscribe to our industry digest newsletter!
The Top 10 Richest YouTubers Made A Combined $70.5 Million In 2017 (Over A 30% Increase From 2 Years Prior)
UPDATE May 31, 2017 — We first published this list at the end of 2015, and naturally, a lot has changed since then. YouTube has over a billion users, and YouTube recently announced that the number of channels with 1 million or more subscribers is up 75%. In order to keep this list as accurate as possible, we’ve updated it to reflect the top 10 highest paid YouTubers for 2017. Most of the same names that appeared on this list in 2015 are still on it today, but there are a few new additions and a few YouTubers no longer ranked among the top ten. We’ve preserved the text from the original article, highlighting any updates, and tracking changes in metrics in order to get a better long-term view of the landscape of richest YouTubers.
Launched in 2005, Internet juggernaut YouTube presented content creators (commonly called "YouTubers") with an entirely new opportunity to produce videos for large, engaged audiences. Since then, the platform has earned attention for its impact on pop culture and its effect on the marketing landscape. The changes to the latter have been so pronounced, in fact, that Forbes published their first list of top-grossing YouTube stars in October 2015 to illustrate the commercial viability of social media stars for both brands and consumers. Today, these top YouTube content creators have become mainstream celebrities in their own right and made millions in the process.
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:
See popular YouTuber Casey Neistat's video for J.Crew below plus many other brand-influencer campaign examples below. For the latest authoritative marketing news, trends, and stats on social media stars, subscribe to our industry digest newsletter today!
5 Ways Social Media Stars Are Driving Ecommerce For Retail Marketing
In a recent 2015 study analyzing how the biggest brands advertise with influential bloggers, five out of the top ten brands included traditional, "brick and mortar" retailers (Nordstrom, Target, Old Navy, Express). Amidst much newer startups and solely ecommerce businesses (e.g. Blue Apron, NatureBox, and ShopStyle), the study brings to light how traditional retailers are driving ecommerce sales by partnering with popular social media stars to reach vast audiences who already shop and browse online.
Fortune's recent market study with eMarketer identifies the largest brick and mortar retailers competing with ecommerce leader, Amazon. As Amazon's direct and closest competitors, several of these traditional retailers included in Fortune's study (including Nordstrom and Target in top ten blog advertisers) are engaging with top bloggers, Instagrammers, Snapchatters, and YouTubers to drive conversions online for retail marketing.
As an emerging and high ROI channel for retail marketing, many traditional brick and mortar retailers (e.g. Lord & Taylor, Dick's Sporting Goods) are partnering with top digital influencers for longer-term collaborations oftentimes resulting in completely sold-out items. See how these brands are working with popular social media stars to effectively drive ecommerce for their retail marketing campaigns here:
via PageFair and Adobe's 2015 Ad Blocking report here. For the latest authoritative marketing news, trends, and stats on social media stars, subscribe to our industry digest newsletter!
The Ad Blocking Statistics Marketers Need To Know
In September, Apple released a new iOS with built-in ad blocking technologies. Since then, advertising and marketing news has been awash with talk of ad blocking. The practice of ad blocking is growing in popularity and, certainly, widespread usage will pose a challenge to publishers who rely on ads to fund free content and to brands who purchase exposure.
But the industry has already begun to adjust and, as discourse continues, inventive new ways to overcome these challenges are bound to be developed. For now, it's essential for marketers to stay engaged and aware of the facts surrounding the issue of ad blocking.
Check out our article for all the ad blocking statistics marketers need to know:
image via In a Nutshell - Kurzgesagt's YouTube video "How Facebook Is Stealing Billions Of Views"
As Facebook's Video Views Grow, So Does Its Copyright Problems
In the ad dollars arms race for a dominant video publishing network and social platform, it seems that mega-players Facebook, YouTube, and most recently Snapchat are releasing bigger, astronomical, and unfathomable numbers for most video views in any given period. Whereas YouTube boasts more than 1 billion users (and is slated to reach 8 billion video views per day), 11-year-old Facebook announced last week that it's hit 8 billion video views -- doubling from 4 billion in roughly 6 months. Days after Facebook's announcement, Snapchat made one of their own: the 4-year-old mobile video app is now at 6 billion video views (tripling since May).
With these kinds of impressive video view numbers being generated and touted, video creators (many who stand to lose or gain significant amounts of revenue dependent on each platform's policies) have delved deeper to provide insights on how these views are generated, where Facebook's top viewed videos are sourced, and an inside look at Facebook's copyright infringement process.
When Facebook first announced in July that it'd start sharing ad revenue with video content creators, VidCon co-founder and top YouTuber Hank Green took to blogging platform Medium to explain how Facebook was stealing from creators in article "Theft, Lies, And Facebook Video." Yesterday, popular educational channel Kurzgesagt published an explainer video detailing the nature of Facebook video views, and the existing creator problems with Facebook copyright with the adjoining text:
"Facebook just announced 8 billion video views per day. This number is made out of lies, cheating and worst of all: theft. All of this is wildly known but the media giant Facebook is pretending everything is fine, while damaging independent creators in the process. How does this work?" - Kurzgesagt
Influencer marketing is one of the newest, most effective ways for brands to promote products (events, services), engage audiences, and drive sales online. The right approach can elicit tangible results increasing brand visibility and affinity by a measurable extent. For an influencer marketing campaign to be effective, however, the outreach process cannot go overlooked. Influencer outreach (Step 6 of our 10-step influencer marketing strategy) must be carefully calculated from the very beginning -- several steps before the first point of contact.
Unsurprisingly, even the world’s biggest brands are oftentimes unaware of the obstacles when approaching influencers on behalf of effective advertising campaigns. Here are three influencer outreach mistakes that today’s brands and marketing managers need to be aware of:
1. Not Understanding or Identifying the Right Platform Options
Social media networks like YouTube, Snapchat, and Instagram have become powerful tools for helping brands build their audiences and execute a wide variety of marketing strategies and initiatives. According to AdWeek, “70 percent of brands are increasing their social media spend this coming year.” To this point, each of these platforms and their contemporaries offer different ways in which users can digest content, engage with social media stars, and partake in brand marketing campaigns (ie. giveaways, sweepstakes, contests, event activations). Choosing the right platform and appropriate social media influencer will depend heavily on the overarching objectives and type of content the campaign will make the most use of.
For example, a month-long contest involving shares and high levels of audience participation will most likely have a lot more success hosted on a well-targeted blog or Instagram channel than in the form of a Snapchat. Skip this important step, and the entire rest of a campaign will likely be in jeopardy.
A Video Explainer: How YouTubers Make Money With YouTube Red
On Wednesday, October 21, YouTube announced on their official blog a new monthly subscription service, YouTube Red. While their official announcement highlighted many of the features available to subscribers (including original content from top YouTubers and YouTube's apps for Music, Gaming, and Kids), it perhaps failed to adequately address many of the concerns voiced by content creators and fans alike in the ensuing few days.
As such, many expressed their apprehension and took to the Internets including these posts from publishers:
With so many YouTubers, fans, and major publishers uncertain about YouTube's new subscription service, Hank Green (who alongside his brother are the creators of both 2.6M+ subscriber channel, Vlogbrothers and premiere online video conference, VidCon) offers much-needed clarity on how YouTubers will make money with YouTube Red. In his 17-minute "long video," Green addresses many of the salient questions (many sourced from his own social channels) raised by YouTube's new ad-free service including: what happens to videos/channels who don't accept YouTube's new terms, will a free ad-supported YouTube continue to exist, and most importantly, how YouTubers make money with YouTube Red.
Lots of people freaking out over Youtube Red. It's not like regular youtube is going anywhere
The video publishing network will launch what it calls "The Ultimate YouTube Experience" on October 28th later this month. A $9.99 monthly membership fee will enable users to save content for viewing offline. The subscription also includes access to YouTube's recently launched Gaming app and a music app (yet to be released).
It’s not just an ad-free tier that has people buzzing, but also the fact that YouTube plans to reserve new original content from some of the network’s top content creators specifically for paid subscribers. As reported earlier this week in Wall Street Journal, YouTube has already signed (albeit reluctantly, perhaps via future ad-revenue exclusion clause) Time Warner, Fox Sports, A&E, NBCUniversal, with Walt Disney still up in the air.
For years, YouTube has worked to further interest in its native content creators, citing them an integral aspect to the network’s originality. Just last year, YouTube CEO Susan Wojcicki hinted that involvement in helping its content creators grow and assisting in the production of videos would grow (Fast Company). YouTube's 2011 Original Channels Initiative certainly brought original content into the limelight but ultimately failed to elicit the requisite traction.
YouTube’s upcoming subscription service is no doubt an attempt at building upon the foundation created in 2011 and taking things to the next level amidst several existing competitors, Netflix, Hulu, Vimeo, Facebook, and Vessel.
Who Are The Biggest Brands Advertising With Bloggers In 2015?
As brands search for marketing platforms and social networks to effectively target consumers, many of today's top advertisers are marketing and driving purchases with influential lifestyle bloggers in order to reach and engage massive online audiences. Blog sponsorships and influencer marketing are becoming an increasingly larger part of each brand's digital advertising strategy and an integral facet of how they market to millennial consumers through social media.
We analyzed all sponsored content from January - June of 2015 from the top 100 lifestyle blogs. Collectively, the blogs selected here represent an audience of over 10 million readers. Over 409 million people view blogs each month on WordPress alone. In addition to identifying the top brands who advertised, the study also assessed primary/secondary advertiser categories and the most common types of blog sponsored content.
Top blog sponsors include several retail giants (Nordstrom, Target, Old Navy) in addition to new food subscription services, Blue Apron and NatureBox. Top primary advertiser categories feature Fashion (28.4%), Food (9.3%), and Home (8.9%). Secondary advertiser categories include E-commerce (30.5%), Retailer (29.8%), and Subscription (15.6%).