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Can Hollywood Stay Relevant With Top YouTube Stars?

Top YouTube Stars Vs Hollywood Celebrities

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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

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

Vessel’s Video Platform: What Happened?

Vessel video platform interface

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.

Vessel video platform complete data traffic

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.

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

Smashbox Studios: How Brands Are Innovating With YouTube Content Creators

YouTubers Content Creators at Smashbox Studios

Top YouTubers, like Cassey Ho of Blogilates and Monica Church, partaking in new digital program "Made at Smashbox."

Smashbox Studios To Collaborate With Top YouTube Content Creators

Smashbox Studios debuted their "Made at Smashbox" digital program specifically for YouTube content creators in conjunction with their recent 25,000 square foot studio facility relaunch. This program epitomizes how established brands like Smashbox and other companies are tactically integrating top YouTubers into their core business operations.

The beauty, fashion, and lifestyle video blog (vlogger) niche is one of the most competitive spaces with hundreds of brands vying for the attention and product promotion for these YouTube content creators. Brands are looking for ingenious ways to connect with content creators and their audiences through YouTube, but outside of strict sponsored videos. Programs, like "Made at Smashbox" offer YouTubers professional services in exchange for massive brand exposure to their consumer audiences, fans, and followers.

How Smashbox's New Digital Program Works

YouTubers are invited to create branded video content at Smashbox's newly redesigned studio. Their new program, in partnership with Collective Digital Studio (CDS), creates value for YouTube content creators by providing a professional studio space to collaborate with MUAs, stylists, and offering a variety of photography and videography services. In turn, the Smashbox brand benefits from the direct value exposure to each YouTuber's channel and contiguous social media networks. Traditionally, beauty and make-up YouTubers film their video tutorials within their bedroom settings. As more and more content creators saturate the space, some of the top YouTubers have sought out professional studios and video services like Smashbox's new digital program in order to differentiate themselves. See our post here on the rise of top fashion bloggers.

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in blog, Bloggers, Branded Content With Influencers, Fashion Influencers, Monetization, Native Advertising With Influencers, Online Video Marketing, Social Media Influencers, YouTube Influencers

Victorious Launches for YouTube Influencers

YouTube Influencers Get Their Own Content Creation And Distribution App From Victorious

Online digital multimedia has emerged as a booming entertainment field. Many content creators are making sizable income by simply posting creative content relevant to both their lives and those of their fans and followers. The availability of multiple social platforms to follow these digital influencers is advantageous. Fans and followers can experience a variety of content delivery formats and engage in different conversations. However, for the digital influencer, having so many different places to post creative content and check “fan mail” can quickly become a digital content overload. Victorious has seen the opportunity to jump in and is helping creators form a single location for all of their content management.

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

Amazon StyleHaul Partnership Leverages Top YouTube Influencers

Top YouTube Influencers Are A Major Part of Amazon - StyleHaul Partnership

Digital marketing has certainly seen drastic changes over recent years. As the internet becomes an increasingly integral part of our daily lives, more and more successful digital partnerships are formed between online companies. With mobile data usage up 69% from last year and Americans spending close to 3 hours a day solely on their mobile devices, using communication platforms like YouTube at an astounding rate, finding innovative ways to leverage these content publishing platforms to grow and expand from a business perspective is practically a necessity.

StyleHaul is an example of a company which taken advantage of YouTube influencers and the large consumer base that follows them with their recent partnership agreement with Amazon holds great potential for both companies.

Who Is StyleHaul?

As the largest global content creator community with over 6,000 creators, StyleHaul is a major digital marketing platform for women’s fashion, beauty, and health brands. The StyleHaul headquarters are in San Francisco, but they have quite a few other offices such as their locations in Chicago, New York, London and Singapore.

Their online presence is huge, with over 1 billion views weekly from 60 million subscribers in 63 different countries. While StyleHaul has an online presence across four major platforms, it’s most influential by far is YouTube. StyleHaul has been a melting pot of YouTube influencers for quite some time now to reach millions of viewers and building trust by reviewing products. Creating this agreement with Amazon may stretch their reach to double or even triple the viewers.

How Are They Partnering With Amazon?

This partnership is centered around a deal to release short videos on select Amazon.com products which would include YouTube influencers such as Alisha Marie, Megan Parken and Dulce Candy. These influencers would be posting videos reviewing products on Amazon to help give shoppers more information on different products. With a large audience already established who trust what these personalities have to say, the strategic alliance between product and influencer can make the difference between whether a product sells or doesn’t.

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

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

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.

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in blog, Monetization, Social Media Influencers, YouTube Influencers

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