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  YouTube Influencers

Find the latest news, trends, case studies for top YouTube influencers & the brands they work with. Learn how to find YouTube influencers, partner with the best YouTubers for brand sponsorships.

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?

For the latest influencer marketing news, resources, and case studies, subscribe to our weekly newsletter!

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

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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in blog, Fashion Influencers, Influencer Marketing, Influencer Marketing Top Lists, Online Video Marketing, Sponsored Content With Influencers, YouTube Influencers

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

Top 20 Influential Black YouTubers Dominating Online Video

Top 20 Influential Black YouTubers Dominating Online Video

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

The Top 20 Black YouTubers Boast 79 Million Subscribers In Total

With digital advertising spend expected to reach $93 billion in 2018, influencer marketing has entered the market to gradually account for a larger slice of the advertising pie. By 2020, influencer marketing ad spend is projected to reach $5-10 billion. Along with the proliferation of influencer marketing budgets, influencers themselves are defining new niches that enable brands to be more selective about who they partner with and target in each campaign.

At over 79 million total subscribers, 20 of the top black YouTubers attract roughly 35 million more than the total U.S. black population. According to Nielsen research, black consumers make up over 50% of overall spending and contribute $1.2 trillion in buying power, despite making up just 14% of the total U.S. population. To help marketers reach this growing consumer segment and remain culturally relevant, we have put together a list of 20 influential black YouTubers.

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in blog, Influencer Marketing, Influencer Marketing Top Lists, Social Media Influencers, YouTube Influencers

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

Top Hotel & Hospitality Brands Working With Travel Influencers

Top Hotel & Hospitality Brands Working With Travel Influencers

For the latest influencer marketing news, resources, and case studies, subscribe to our weekly newsletter!

Travel Influencers Help Hotel Brands Reach Their Target Audiences

Travel influencers have created some of the most popular accounts and channels on social media platforms like Instagram and YouTube. Bringing the world to their followers, they offer picturesque images and videos, as well as recommendations on sites to see and places to stay. Hospitality brands looking to engage with consumers interested in travel have partnered with travel and other influencers to entice future residents to their hotels and resorts.

While many hotels are seeking to tap into the power of influencers, The Atlantic reports that some online personalities — both legitimate and otherwise — regularly push hotels for free stays in exchange for promotional posts. According to the piece, prestigious properties can receive a dozen or more messages per day from individuals claiming to be influencers. As a result, some hotels have created special application forms for influencer requests, while others have even banned influencers altogether.

Influencer marketing is on the rise as the hospitality industry also experiences impressive growth. Hospitality companies looking to catch the wave of influencer marketing can look to the successes of other hotel brands for insight into what works within the travel space.

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in blog, Branded Content With Influencers, Influencer Marketing, Instagram Influencers, Online Video Marketing, Sponsored Content With Influencers, YouTube Influencers

Has Twitch Surpassed YouTube?

Has Twitch Surpassed YouTube?

For the latest influencer marketing news, resources, and case studies, subscribe to our weekly newsletter!

Twitch Vs YouTube: Who Will Become Champion Of Livestreaming?

YouTube and Twitch’s battle for livestream supremacy reached new heights in August 2018 when online celebrities Logan Paul and KSI exchanged blows during an amateur boxing match inside of the UK’s Manchester Arena. Developed as a $10 pay-per-view (PPV) for YouTube, the event brought in 860,000 paid streams on the platform. During the same time, however, pirated streams on Twitch reached 1.2 million — the largest of them broadcasting to 400,000 viewers. While legitimate purchases and illegal streams don’t make for an apples to apples comparison, the situation highlights a growing Twitch vs YouTube rivalry that’s playing out in real-time.

YouTube debuted livestreaming for select users in April of 2011. Two months later, Twitch.tv, launched as a gaming spinoff of livestreaming site Justin.tv. Twitch’s built-in audience and dedicated platform made it a hit among gamers, with popularity eventually eclipsing that of its predecessor.

YouTube didn’t offer a dedicated service for gamers until 2015 when Twitch was already a leader in the category — having been purchased by retail giant Amazon the previous year. Since then, the Twitch vs YouTube struggle has continued to grow as the two platforms vie for the attention of gamers and other livestreamers.

Related Post: Top Video Game Statistics Marketers Need To Know
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in blog, Branded Content With Influencers, Influencer Marketing, Monetization, Online Video Marketing, Social Media Influencers, Sponsored Content With Influencers, YouTube Influencers

Instagram & YouTube Influencer Case Study: Canon Vs. Nikon

Instagram & YouTube Influencer Case Study: Canon Vs. Nikon

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Instagram & YouTube Influencer Case Study: Canon Vs. Nikon Photography Influencers

It’s no secret that Canon and Nikon are competitors. But when it comes to concocting the secret sauce of both brands’ marketing strategies, it appears the photography product manufacturers tap the shoulders of social media influencers. While we don’t examine each brand’s influencer marketing as cohesive campaigns, we can gather insights into individual influencer initiatives to understand how each brand leverages and execute this tactic.

Examining Canon & Nikon Through The Lens Of Influencer Marketing

jamie chung canon

Canon has multiple Instagram accounts representing different countries across the globe, and each handle has worked with different sets of influencers. In one of their largest influencer initiatives in 2016, they launched the #TagYoureIt campaign in partnership with Jamie Chung and 11 other influencers. Since then, they’ve also partnered with Instagrammers, such as actress Zoe Kravitz, to support their #LiveForTheStory campaign, as well as talented photographers, like Chelsea Kauai, for their #ShootForGreatness campaign. Further, they’ve worked with YouTubers, like photographer, Jessica Kobeissi, for professional photoshoots and product reviews.
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in blog, Branded Content With Influencers, Influencer Marketing, Influencer Marketing Case Studies, Instagram Influencers, Sponsored Content With Influencers, YouTube Influencers

3 YouTube Controversies That Shook The Influencer Marketing World

3 YouTube Controversies That Shook The Influencer Marketing World

For the latest influencer marketing news, resources, and case studies, subscribe to our weekly newsletter!

Devastating YouTube Controversies And Broken Brand Deals

Some of the most powerful voices on the internet are YouTube creators (also known as YouTubers). With followers that can span into the several millions, YouTubers are highly sought entertainers and experts in video categories such as gaming, makeup, lifestyle, travel, and more. However, these online personalities sometimes exercise poor judgment, producing distasteful content, ignoring social mores, violating rules, and even breaking the law.

When an indiscretion or offense occurs on the part of an influencer, the same machinery that accelerated their ascent can also be used to tear them down. However, the fallout isn’t always limited to the person committing the transgression. Partners, businesses, brands, and others also suffer negative consequences from their association with controversial figures.

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