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  Online Video Marketing

See the latest online video marketing campaigns, examples, and case studies with YouTubers & video creators. Learn how top brands & companies are marketing online by partnering with top YouTube content creators.

Case Study: Segway-Ninebot Taps YouTube Tech Creators

Case Study: Segway-Ninebot Taps YouTube Tech Creators

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YouTube Influencer Marketing Case Study: Segway-Ninebot Skates With YouTube Creators

Segway’s revolutionary two-wheeled, self-balancing Personal Transporter (PT) went on sale to the public in November of 2002. The PT received considerable mainstream media buzz prior to the event, with Segway predicted to revolutionize personal transit in the years to follow.

A lot has changed since Segway’s first calls for a new world order in transportation. However, the PT was not the monumental success some had hoped, and the company was ultimately purchased by rival Ninebot in 2015. Advertising has also evolved since the premiere of Segway’s first people mover, with more ad dollars being shifted from television to digital, as well as the meteoric rise of social media influencers and influencer marketing.

segway marketing

Today, Segway-Ninebot’s line of personal vehicles includes different iterations of the hallmark PT, as well as go-karts, scooters, and their new self-balancing Drift W1 e-skates. As the company continues to push the bounds of transportation, Segway marketing has also adopted promotional practices that speak to new demographics and a new era in advertising.

Related Post: How YouTube Vloggers Are Changing Influencer Marketing

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Top 8 Twitch Sponsorships: Highlighting Non-Gaming Brand Sponsorships

Top 8 Twitch Sponsorships: Highlighting Non-Gaming Brand Sponsorships

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Twitch Streamers As Influencers: Non-Gaming Brands Are Investing In Twitch Sponsorships

Since launching in 2011, Twitch has rapidly grown to become the foremost video game livestreaming platform in the world. 2.2 million creators stream to an average of 15 million daily active users and over the past two years the gap in popularity to its closest competitor, YouTube Gaming, has widened dramatically. Though competitors such as the 21st Century Fox-backed Caffine.tv are venturing into this expanding market, Twitch remains the business to beat.

Twitch influencers can command enormous, loyal audiences and have been shown to have a significant impact on the sales of products within the gaming industry. Top streamers have become extremely valuable assets to marketers, with Twitch sponsorships providing highly lucrative deals for top streamers, some of whom earn up to $20 million a year from various revenue streams on the platform.

twitch sponsorships

While Twitch sponsorships have typically come from within the gaming industry, the rate of the network’s growing popularity has caught the attention of non-endemic brands—that is, companies who would not typically seek to market their product in a given field. This has led the food industry to become the most active category of Twitch sponsorship this year and the likes of KFC to snap up the platform’s top streamers.

The opportunity for non-endemic brands to be successful with Twitch sponsorship is more apparent than ever. With the platform’s consumers receptive to advertising and its biggest ambassador, mega-influencer Ninja welcoming collaborative sponsorships, it is no surprise that industries outside gaming sought representation not just at TwitchCon 2018, but beyond it as well. Below we feature a selection of the best non-endemic Twitch sponsorships.

Related Post: 5 Biggest Takeaways From TwitchCon 2018
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Case Study: Hershey’s And Reese’s Pieces Enter The Twitch Arena

Case Study: Hershey’s And Reese’s Pieces Enter The Twitch Arena

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Twitch Influencer Marketing Case Study: Hershey’s & Reese’s Pieces Meet Ninja & Dr. Lupo

Twitch, once an unassuming livestreaming service for gamers, has grown to become the most dominant broadcasting platform for video games in the world over the last seven years. With 15 million daily active users, Twitch’s audience watches an average of 95 minutes of live broadcasts a day—fertile ground for companies seeking to expand their marketing strategies away from the other major social media platforms.

While Twitch has typically been used by companies to advertise gaming brands and products to its engaged user base, such has its popularity increased that brands outside gaming are more frequently looking to tap into its lucrative audience.

With 81.5% of viewers male and 55% between the ages of 18-34, Twitch’s audience represents a clear target for any marketers attempting to reach a demographic of young males. This has led mainstream brands, such as KFC, to view the platform as a valuable resource for their campaigns. TwitchCon 2018 also introduced new non-gaming brands into the Twitch arena, like Nissin Cup Noodles, Nerf, and Doritos.

Viewers on Twitch tend to form closer-knit communities than their counterparts on other networks. As a platform, Twitch allows uninhibited, real-time access to streamers while they play games—in contrast to the often highly produced content that audiences are familiar with on YouTube or Instagram. The authentic nature of Twitch’s platform and its top broadcasters (known as Partners) is its key selling point. Their audiences are more engaged, more loyal, and willing to invest in products played by streamers.

Related Post: The 10 Most Followed Twitch Influencers To Know Now
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5 Biggest Takeaways From TwitchCon 2018 (Plus Exclusive Twitch Streamer Comments)

5 Biggest Takeaways From TwitchCon 2018 (Plus Exclusive Twitch Streamer Comments)

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TwitchCon 2018 Recap & Highlights

  • Twitch Sings allows concurrent viewers to broadcast karaoke performances on Twitch.
  • Notable gaming and non-gaming brands showcased unique activations.
  • Esports commanded a huge presence with three gaming tournaments.
  • Twitch announced new and improved Twitch features Squad Stream, Highlight Editor, and moderation tools.
  • TwitchCon turnout reached 30,000 attendees, most of whom were young males.

On the weekend of October the 26th, the San Jose Convention Center hosted TwitchCon 2018. For three full days, the livestreaming giant invited the most popular gamers, artists, and brands to share their expertise and experience. Attendees also had a chance to get a first look at new games and Twitch developments, plus valuable networking opportunities.

While the Twitch.tv platform is hugely influential in the video game niche, generating a quarter of one game’s total sales, Twitch influencer marketing extends beyond just gaming. Twitch users are receptive to sponsored ads from brands of all kinds, meaning it's a level playing field for non-endemic, or non-gaming, brands. Several popular non-endemic brands have taken advantage of Twitch influencer partnerships, including Hershey’s, Doritos, Monster Energy, Nissin, and more.

Below we’ve detailed the five most important things marketers need to know about the newest games, biggest trends, and most exciting developments from TwitchCon 2018.

Related Post: Hershey's & Reese's Mashup With Ninja & Dr. Lupo

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YouTube Creator Burnout: What Is It and What Does It Mean for Influencer Marketing?

YouTube Creator Burnout: What Is It and What Does It Mean for Influencer Marketing?

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Why All the Fuss About YouTube Creator Burnout?

Just like Facebook and Instagram, YouTube uses a complex algorithm to decide the order of videos in any user’s feed. This means that YouTube shows its viewers the videos it thinks they want to see.

YouTube regularly tinkers with its algorithm, and recent changes have upset many of its more established broadcasters. One adjustment that caused concern was the expansion of the algorithm to affect videos in viewers’ subscription feeds:

  • Before: YouTube displays a feed of videos from a user's subscribed channels in roughly chronological order.
  • Now: YouTube curates videos from a users' subscribed channels based on popularity and engagement.

For much of 2018, the algorithm favored new videos over those already uploaded. This meant that YouTube Creators felt pressured to release more and more videos at a frequent rate, in order to avoid having their videos unceremoniously shunted down subscriber feeds.

As a result, many video producers are now suffering from YouTube Creator burnout—they feel overwhelmed, on a perpetual treadmill. Many believe it is a case of “film or die,” in the YouTube rankings at least.

Related Post: 3 YouTuber Controversies That Shook The Influencer World
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Top 20 Latina YouTubers Influencing Online Video

Top 20 Latina YouTubers Influencing Online Video

For the latest authoritative social media and influencer marketing news, trends, and statistics, subscribe to our industry digest newsletter! 

The Top 20 Latina YouTubers Boast 86 Million Total Subscribers

The influencer marketing industry has boomed over the past 5 years and is expected to reach $5-10 billion by 2020. The growth of social networking sites has provided a platform for connection, sparking a massive shift in marketing tactics. Through social media, influencers can connect directly to their audience, providing a substantial advantage over traditional advertising methods. Online social media influencers are simply more relatable than actors in a TV commercial.

Influencer marketing still shares the same basic principles of other marketing methods. When selecting an influencer, it’s imperative that brands choose someone who appeals to and influences their target market. In the US, there are currently around 57 million people of Hispanic descent, with over 14 million in California alone. Hispanics now make up a majority of the population in California at 39%, compared to 37% who identify as white.

With this shift in demographics, advertisers must evolve as well. Some TV commercials have made alternatives in Spanish, for example, and Hulu has begun to include similar ads. This inclusiveness is positive for the community and necessary for brands who want to make the most of rising Hispanic buying power. Fortunately, there are countless Latina influencers who carry clout.

Together, the top 20 Latina YouTubers boast a remarkable 86 million subscribers. Many of them have a primarily female audience, posting on beauty, cosmetics, health, and other female-driven topics. See our list below of the top 20 Latina YouTubers in order of YouTube subscribers.

Related Post: The 20 Most Popular YouTubers Dominating Online Video

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YouTubers Attempt To Make Comebacks With A YouTube Apology Video

YouTubers Attempt To Make Comebacks With A YouTube Apology Video

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YouTube Scandals Lead To YouTube Apology Videos

YouTubers are no strangers to controversy, meltdowns, divisive content, and everything in between. At best, an ill-judged comment or video from an online star can result in a mob of angry commenters. At worst, a backlash can cause a full-blown catastrophe for their burgeoning brand.

Fans may desert, sponsorships can go awry, and before they know it, the community that built them up brings them crashing down. Before delving into the comeback strategies, we’ll set the stage with some notorious YouTuber controversies.

Related Post: 8-Step Guide To Working With YouTube Creators
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What Marketers Need To Know About TwitchCon 2018

What Marketers Need To Know About TwitchCon 2018

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TwitchCon 2018: The Best Content Creators, Twitch Streamers, Brands, & Events

Twitch.tv, a livestreaming platform focused on video gaming, launched in 2011. Since then, it has become the hub of video-game content streaming online. Although Twitch isn’t as diverse or widely known as YouTube, it engages a large, young, and primarily male audience. Platform users spend, on average, over an hour watching content daily. With so much time spent on Twitch, the platform offers marketers and influencers a world of opportunity.

twitchcon 2018

From October 26-28th, the San Jose Convention Center will transform into TwitchCon 2018. The weekend-long event combines sessions and workshops featuring the most popular livestreamers, previews from top video game developers, and opportunities to grow your brand. Tickets are available to the public with day and full-weekend options available.

Those attending fall under one of three categories: Community, Affiliate, or Partner. Not all attendees can access every event at the convention, but the Sessions, Meet & Greets, and Expo Hall are open to all. To let the world know you’ll be at TwitchCon 2018, you can even turn on the exclusive 2018 Twitch Chat Badge.

Related Post: Is YouTube Gaming Losing To Twitch?
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How Brands Can Capitalize On Kid Influencers

How Brands Can Capitalize On Kid Influencers

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Brands Use Kid Influencers To Maximize Marketing Efforts - Are You Kidding?

Major brands have revved their marketing engines as they race to the new kids on the block — kid influencers. Influencer marketing is nothing new, but the advent of social media marketing in the 2010s opened the door to influencers of all shapes and sizes. As the use of social media by kids and teens grew increasingly acceptable, it became possible for young people to emerge as powerful online influencers. Today, kid influencers pack a powerful marketing punch for many big-name brands.

kid influencers

Companies like Target, Band-Aid, and CoverGirl are turning to school-age stars to promote their products. To better understand how pint-sized influencers have caught the attention of corporate power-players, one must understand the history behind it.

Related Post: How Walmart Used Cause Marketing & Instagram Influencers
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What Is A YouTube Creator?

What Is A YouTube Creator?

For the latest authoritative marketing news, trends, and stats on influencer marketing, subscribe to our industry digest newsletter! 

What Qualifies Someone As A YouTube Creator?

According to YouTube, YouTube Creators are, “approachable and a constant presence in their viewers' lives; they are passionate, socially wired and excel at building authentic person-to-person connections.”

youtube creator logo
More broadly, YouTube Creators are individuals who produce content for the YouTube platform. From vlogs, to “how-tos,” to travel and lifestyle journals, to comedy skits, to “let’s play” clips, to highly produced non-fiction and narrative content, anyone who makes videos for a YouTube Channel can be considered a YouTube Creator.
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