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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

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

How Vessel is Poaching YouTube’s Stars

vessel video

What is Vessel Video?

Vessel, a video platform subscription-based site started by Jason Kilar formerly of Hulu, is looking to position itself as YouTube's first real competitor by signing over a dozen premium YouTube stars as launch partners. Vessel's strategy also includes other premium content such as Project Runway and traditional publishers including "Time Inc. and A&E for such brands as Sports Illustrated and the History Channel. It's also gotten Warner Music and other labels on board, representing a total of 3,000 musicians" (cnbc.com). Vessel videos officially launched its beta to an invite-only preview on January 21 of this year. For $2.99 a month, Vessel subscribers get exclusive access to new videos from dozens of content providers including some of YouTube's stars like the Fine Bros, Miss Glamorazzi, Shane Dawson, Good Mythical Morning and more (also see our post on Vessel vs. YouTube).

Vessel's hope is that the loyal and devoted fans of current YouTube stars will follow them to the new video platform, paying for exclusive early access to their content. It's a big bet (worth $75M in their Series A venture capital funding) that audiences, who are used to not paying to view their favorite content, will now subscribe to Vessel videos at  $2.99/month. Vessel's contract would require YouTube influencers to publish first to Vessel's video platform for three days of exclusivity before publishing to their YouTube channel.

Vessel's founder, Jason Kilar, believes video and channel enthusiasts will pay for early access to premium content. “That’s the kind of person we’re going after, someone who cares deeply about a creator or a brand,” the Vessel founder said. "We believe that they’re passionate about just good content, and it’s our job to deliver it to them early.” (Tubefilter)

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

Instagram Promotion Brand Spotlight: Converse

converse instagram promotion made by you

Instagram Promotion Spotlight: Converse

This spring, Converse launched their largest, most expansive and prescient campaign to date, titled, "Made By You." This campaign was created to feature both celebrity and consumer worn converse. The final result is a curated collection of Chuck Taylor All Star portraits from a myriad collection of wearers. In addition to this campaign and exhibit, Converse took to Instagram to utilize Instagram promotion. By pinpointing influencers who double as loyal Converse customers, Converse was able to beget organic, rich content, that also reached a massive audience in the millions beyond their own social breadth (also see our post on influencer marketing).

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in blog, Branded Content With Influencers, Instagram Influencers, Monetization, Native Advertising With Influencers, Social Media Influencers

WTF is Vine and How are Brands Using it

What is Vine?

In the past few years countless new social media outlets have exploded in usage or come onto the scene such as, Instagram, SnapChat, Keek, YouTube, and Vine (see our post on YouTube channels you should be working with). With Instagram and SnapChat in the media forefront, many are left wondering, what is Vine? Vine allows you to see and share life in motion. You can create short, beautiful, looping videos (maximum of 6 seconds in length) in a simple and fun way for friends, family, and even large brand audiences to see. Vine has over 400 million users and over 1 billion Vine loops are played daily (Vine statistics). Today, brands are utilizing Vine to engage their audiences through short, imaginative and at time ingenious clips and videos. Below are 5 brands employing Vine as a marketing strategy (also see our spotlight on how Dermablend utilized YouTube for it's marketing strategy).

 

Disney

Disney uses Vine to engage its audience through nostalgic Disney clips, classic shots like its castle and fireworks, and by asking its audience to communicate back through contests such as the Halloween contest above. Disney has over 112.9k followers on Vine and almost 8 million loops played.  

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in blog, Monetization, Social Media Influencers

How Do Bloggers Make Money?

how to bloggers make money sponsored post atlantic pacific bergdorf goodman new balance

How Do Bloggers Make Money?

Since 2004, bloggers have been sharing their favorite topics across the internet with like minded people. Bloggers were the original digital influencer. Though they remain the quintessential online influencer, in some respects top bloggers are quickly being superseded by popular YouTubers, Instagrammers, Viners, and Snapchatters. Some of the best bloggers have transcended the shakeup in the influencer space, while others have evolved and migrated to new social publishing platforms. Incredibly, some of the top fashion bloggers, are among the most followed top Instagram accounts.

Originally, blogging was a hobby and avocation. The most widely recognized bloggers devote themselves full-time to their efforts; however they began their blogging journey part-time until they secured enough sustainable income from their blog to make it their primary endeavor. Now, top bloggers and influencers (like Danielle Bernstein of fashion blog, We Wore What and Emily Schuman of Cupcakes & Cashmere) can command six figure partnership and sponsorship deals.

Read more here to see how bloggers make money:

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in blog, Bloggers, Branded Content With Influencers, Fashion Bloggers, Influencer Marketing Examples, Instagram Influencers, Lifestyle Bloggers, Monetization, Native Advertising With Influencers, Social Media Influencers, Sponsored Content With Influencers

Top 5 YouTube Channels You Should Be Working With

Best YouTubers to Create Branded Content

With the extraordinary ascent of YouTube users, hundreds of millions of hours of video are consumed by users daily, advertisers and brands are catalyzing branded content with the most popular YouTube influencers in the space. The number of viewers watching YouTube is increasing 40% year after year, and watch time of YouTube content is increasing 50% year after year (YouTube stats). Below are YouTubers that have worked with large brands like Coca Cola, HP, and Audible to generate branded content that engages their audiences well beyond your average commercial.

Connor Franta

Connor Franta is a YouTube vlogger who talks to his camera and posts the final product every Monday. With over 4.2 million subscribers and almost 200 million video views, his audience is engaged and enthralled by his latest videos. Connor recently worked with Nature Box (above) to create a healthy branded content video for his subscribers. His ability to flawlessly integrate a brand into a video without giving off commercial vibes is a talent surmounted by few (see our post on three ways to create great sponsored content).

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

3 Questions To Ask When Marketing With Top Bloggers

Marketing With Top Bloggers Social Media Influencers

Be Sure To Ask These Three Questions When Marketing With Top Bloggers

In a world where top bloggers oftentimes have the final say over a consumer's purchasing patterns, the question of paying for blogger promotion comes up quite frequently. Before influencer marketing with top social media influencers, businesses primarily had two press options: 1) either hoping for a story regarding the brand to be covered in the news, or 2) pay for an advertising spot that may or may not be reaching your target audience.

With the advent and massive proliferation of niche blogs in every industry vertical, businesses now have a more realistic and authentic way to reach their target market. When considering whether to pay top bloggers for sponsored blog posts, there are three primary questions to consider:

1. How Big Is The Top Blogger's Audience?

A blogger's reach determines how large of an audience they have, as well as their influence over that audience. Make sure you choose a blogger whose audience is on par with who you imagine your buying (consumer) audience is. Further, make sure their audience and followers engage with the influencer on multiple levels. Cost for blogger promotion is greatly determined by reach, so a small blogger with a smaller audience would cost less to promote your brand than a top blogger with a huge reach (also see our post on Four Steps to Picking the Right Influencers For Your Brand). Reach is a big determination in what it's worth paying a top blogger.

2. What Type of Coverage Are You Looking For?

Though brands have successfully worked with top bloggers to promote their products, services, and/or launch events without compensation in the past, this type of unpaid promotion is infrequent today due to competition and demand for top bloggers. Top bloggers are consistently sent products for review from a myriad of brands, but when they are not receiving compensation for promotion, it is up to them whether they like the product enough to feature it on their blog and spend time promoting it to their audience. Compensation for a review guarantees the promotion will happen, usually with higher quality, and allows for a more collaborative approach between the brand and blogger. Although it's best to leave creative control to the blogger, brands will have more control when it comes to messaging points, links, imagery, and social promotion, if the brand pays for a sponsored blog post. (Also see our post on Three Things to Remember When When Making Branded Content).

3. What Would A Sponsored Blog Post Look Like?

Before collaborating with a blogger, decide what you'd like for them to include and how you'd like for them to promote your brand. Research and evaluate other sponsored posts on a variety of blogs to get an idea of how bloggers integrate the brand, what they talk about, and how they engage with their readers. That way you can specify exactly what you'd like for the blogger to do, and the blogger will let you know exactly what they're willing to do.

Researching each social influencer's blog or working with an established intermediary will eliminate the likelihood of miscommunications or a poorly executed post, and will result in a beneficial working relationship for both parties. Unpaid promotion is usually not full coverage, and is likely just a singular link to your website with a shout-out among the rest of their own content. It's best practice to discuss a paid opportunity with bloggers especially if you're expecting custom photos, long text dedicated to explaining your brand, explanations on why they recommend it, and links to where readers can purchase the product or browse your site and your social media channels.

If you're willing to allocate time, product, and budget to working with proven successful influencers, and expect a thorough review and promotion of your brand, influencer marketing can be one of the highest driving ROI channels amongst advertising spends.

Also See Our Posts On:

20 Top Fashion Bloggers For 2015

Top 10 Celebrity Bloggers, 2015 Edition

How Travel And Hospitality Brands Are Working With Social Media Influencers

in blog, Bloggers, Monetization, Native Advertising With Influencers, Social Media Influencers

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