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.

Top YouTube Celebrities Featured On The Late Late Show

The Late Late Show Commemorates And Pays Homage To YouTube's 10th Anniversary With Top YouTube Celebrities

As traditional TV viewership continues to decline and billions of TV ad dollars shift towards digital media, many TV and cable networks are seeking to turn the tide by bolstering their digital audiences and viewership on YouTube. As such, CBS's "The Late Late Show" hosted by James Corden took to the online video platform by publishing snippets of its weeknight episodes -- several clips have gone "viral" including the Carpool Karaoke comedy shorts serving to not only carve out a dedicated TV viewership base for a brand new show but also to quickly build Corden's notoriety with online audiences. Since its debut earlier this March, The Late Late Show YouTube channel has amassed close to one million subscribers and over 200 million total video views in a matter of 6 months, 70 episodes.

For their 70th episode on August 21, The Late Late Show chose to pay homage to YouTube's 10th anniversary by filming a special edition show #LLSYouTube at YouTube Space LA, a $25 million dollar professional production facility studio for top YouTubers (with over 10K subscribers). YouTube Space LA recently hosted Arnold Schwarzenegger for the filming of "Terminator Genisys: The YouTube Chronicles," a collaborative movie promotion with top YouTube celebrities. #LLSYouTube featured YouTubers Tyler Oakley, Jenna Marbles, Kandee Johnson, The Slow Mo Guys, and the creators of "Epic Rap Battles."

In today's digital environment, TV networks are recognizing the importance of creating content that goes beyond ratings. Executive editor Mathew Belloni of Hollywood Reporter notes, "[TV networks] want ratings, and they want people to watch there, but they want people to talk about the shows, and they want to be in the national conversation, and the way to do that these days is to own the Internet" (CBSnews). Like many other brands or companies creating branded or sponsored content alongside top YouTube celebrities, The Late Late Show skillfully integrated each YouTuber's niche expertise, theme, and persona into the show while continuing to retain The Late Late Show's own branding and feel.

Check out highlights from The Late Late Show's 70th episode with top YouTube celebrities:

YouTube 10th Anniversary Monologue

The Slow Mo Guys Blow Up A Watermelon

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

What Brands Need To Know About FTC Guidelines

FTC Guidelines Sponsored Content Social Media For the latest authoritative marketing news, trends, and stats on social media stars and influencer marketing,subscribe to our industry digest newsletter! 

The Importance of FTC Disclosure In Sponsored Social Media Content

At the start of 2015, high-end fashion retailer Lord & Taylor leveraged the audience reach of 50 top fashion Instagram influencers, but also failed to properly disclose the fact that the entire campaign was sponsored. With the growth of influencer marketing and the non-standardization of how to disclose sponsorship and confusion over the FTC guidelines can create incongruities between influencers and the influencer marketing companies that function as intermediaries between brands and influencers. Influencers are often given vague guidance over disclosure or none at all.

As evinced by this specific occurrence, brands need to understand the basics of sponsored disclosure when it comes to social media posts and content. Marketing with celebrities and other social media influencers yields high ROI results, however brands looking do need to adhere to specific sponsored content disclosure guidelines in order to ensure brand compliance.

FTC Guidelines For Sponsored Content Across Social Media

The new guidelines for sponsored blog posts are similar to “advertisement” labels in magazines, which inform consumers of a paid sponsorship that may be construed as editorial content. The same concept is applicable to sponsored blog posts, some key elements to disclosure are:

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

Can Hollywood Stay Relevant With Top YouTube Stars?

Top YouTube Stars Vs Hollywood Celebrities

For the latest news and trends on top YouTubers, Instagrammers, bloggers, & Snapchatters, subscribe to our industry digest newsletter!

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

How Travel & Hospitality Brands Are Marketing With Social Media Influencers

How Travel & Hospitality Brands Are Marketing With Social Media Influencers

FYI, for the latest influencer marketing news, resources, and case studies, subscribe to our weekly newsletter.

Social Media Influencers Help Travel & Hospitality Brands Reach Untapped Audiences

As more and more brands team up with social media influencers to drive engagement, reach, and newfound awareness towards longstanding brands, the travel and hospitality sector is well-poised to transition from traditional modes of advertising into the best digital marketing practices. Many of the newer and emerging social media publishing channels are visually intensive (focusing on beautifully captured photos and well-shot videos) lending itself well to capturing experiences within the travel and hospitality industries.

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in blog, Influencer Marketing, Influencer Marketing Case Studies, Influencer Marketing Examples, Branded Content With Influencers, Native Advertising With Influencers, Social Media Influencers, YouTube Influencers, Instagram Influencers, Bloggers, Online Video Marketing

Top Social Media Influencers Series 2015

Top Social Media Influencers Series 2015

Subscribe to our industry digest newsletter: the latest authoritative marketing news, trends, and stats on social media stars

Top Social Media Influencers For Instagram, YouTube, Snapchat, & Blogs

Working with top social media influencers can help brands quickly connect with millions of engaged millennial consumers eager to try new products or attend exciting events hosted by their favorite YouTuber. Recent surveys have shown that more teens in the United States relate to, take advice from, and emulate top social media influencers as opposed to even the most well-known mainstream celebrities. In light of fast-declining TV viewership (based on 2015 Neilsen data) and the rapid ascent of online mobile video, major brands are now developing company-wide influencer strategies (WSJ).

Each social media publishing platform (i.e. YouTube, Instagram, Vine, Snapchat) not only has its own roster of top social media influencers, each also presents its own set of best practices, marketing strengths, and advertising weaknesses. Unless brands are well-equipped to adeptly navigate each platform, partnering with top social media influencers and marketing agencies that understand each medium is the best way to yield maximum returns (ROI), achieve high rates of engagement, and increase brand awareness.

UPDATE: See The Top Social Media Influencers For 2016Read More>>

in Influencer Marketing Guides & How-To’s, blog, Influencer Marketing, Social Media Influencers, YouTube Influencers, Snapchat Influencers, Fashion Influencers, Bloggers

VidCon 2015: Everything You Need To Know

VIDCON 2015 top youtubers entertainment weekly people magazine

From Business Insider To USA Today, Here's What Happened At VidCon 2015:

Now in it's 6th year, VidCon 2015 featured record-breaking attendance, dedicated "industry-only" events, and as expected -- thousands of fanatical subscribers who turned out to see their beloved YouTubers, off-screen and in-person. Started in 2010 by Hank and John Green (The Vlog Brothers), VidCon has grown exponentially from hardly 2,000 attendees into the leading online video industry event with more than 300 top YouTubers and 20,000 in attendance for the three-day conference at Anaheim's Convention Center. VidCon represents the summit for online video connecting community (fans, followers, subscribers), creators (YouTubers, Viners, Snapchatters, and other digital content creators), and industry professionals.

While VidCon 2015 is standout in many respects, here are a few notable turning points:

  • According to Nielsen, TV viewing hours for millennials (age 12 to 17) have drastically declined from 21 hours to 18 just in the first quarter of 2015 (VentureBeat). Additionally, surveys illustrate how teens identify most strongly with YouTubers than mainstream celebrities. In light of these trends, major TV networks are seeking to capitalize on the popularity of top YouTubers and growth of online video by sponsoring several VidCon 2015 events in order to stay relevant to the next generation of consumers. Nickelodeon, who held a casting audition at VidCon 2015, becomes the latest TV network pioneer a YouTube influencer strategy. Many other traditional TV networks including HGTV, PBS, HLN and BroadbandTV were present in this year's VidCon.
  • VidCon 2015 may be the last year in which Google's YouTube is the title sponsor - will VidCon 2016 featured Facebook as a title sponsor in place of YouTube? Facebook, who recently announced it's plans to share video ad revenue with content creators, was a main topic of discussion for everyone in the forthcoming battle for video dominance. Also on the horizon of change: the rise of several live-streaming apps including Periscope, Meerkat, YouNow, and Keek.
  • With the rise of YouTuber and social influencer marketing, VidCon 2015 featured entire tracks of dedicated industry events "for more than 2,000 professionals from over 600 companies building the future of the online video ecosystem" with topics "How to use influencer media to reach millennials," "The Rise of the Vertical and Alternative-MCN," and "Building Brand Campaigns Across Multiple Services." Many other fireside chats and panels addressed pertinent issues including the future of MCNs, effective campaign strategies, and how to make money on YouTube.

Top YouTubers At VidCon 2015

In addition to several brand partnerships featuring LaurDIY, Wong Fu, and Bethany Mota, VidCon 2015 highlighted several top YouTubers including panels from Joey Graceffa (Ask Joey), Miranda Sings (Behind The Scenes with Colleen Ballinger), and multiple in-depth interviews with Alli Speed, iJustine, Sawyer Hartman, Olga Kay, Rebecca Black, Toby Turner (featured in Terminator Genisys YouTube Chronicles), Louis Cole (FunFor Louis), Cassey Ho (Blogilates), Ingrid Nilsen, and many more.

For an exhaustive list, see VidCon 2015's agenda or check out our 2015 Top YouTuber Resource Guide

The Latest Industry News For Vidicon 2015

Need to get up-to-speed about VidCon 2015 and what it means for your brand? Here's the latest industry news:

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in blog, YouTube Influencers, Online Video Marketing

Ant-Man, Trainwreck Marketing Strategy With Top YouTube Stars

Influencer Marketing Strategies With Top YouTube Stars Dude Perfect

Ant-Man's Paul Rudd and top YouTubers Dude Perfect vie for "World's Smallest Trophy" in epic Dizzy Battle Game

Top YouTube Stars Tapped For Major Millennial Movie Marketing

Both Marvel's Ant-Man and Universal's Trainwreck released on July 17th. In addition to traditional forms of movie advertisement and promotion, both companies enlisted the help of top YouTube stars to bolster their reach, engagement, and buzz in hopes of eliciting consumer ticket sales from each YouTuber's massive subscriber fan base. As more and more major brands give precedence to creating branded or sponsored content specifically for YouTube, companies are seeking out top YouTube stars are for both their creative collaboration and social media publishing distribution channels.

As opposed to simply repurposing TV ad content, many companies are becoming increasingly digitally-savvy -- opting to create custom branded content tailored around top YouTuber stars, organically integrating movie themes and characters into existing YouTube storylines, and specifically for YouTube consumption (utilizing short form web-series; i.e. the Terminator Genisys YouTube Chronicles with Lilly Singh and Toby Turner).

For Ant-Man and Trainwreck, movie stars Paul Rudd and Amy Schumer partner with YouTube stars/channels Dude Perfect, The Fine Bros., Rhett and Link, and Flula.

Ant-Man Marketing With YouTubers

The channel Dude Perfect is known for the "trick shot" genre on YouTube. For Ant-Man, main actor Paul Rudd joins the five best friends of Dude Perfect for a second video of "Dizzy Sports Battle." Their first Dizzy Sports Battle garnered over 7.5+M views in two months. Ant-Man's promotion with Dude Perfect organically integrates Rudd into a familiar game format but with an Ant-Man twist: battling for the smallest trophy.

As can be expected from all of Dude Perfect's videos, hilarity ensues:

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in blog, YouTube Influencers, Online Video Marketing

Influencer Marketing Companies: The New YouTube MCN?

Influencer Marketing Companies Better Than YouTube MCNs

For the latest news and trends on top YouTubers, Instagrammers, bloggers, & Snapchatters, subscribe to our industry digest newsletter!

Are Influencer Marketing Companies Replacing The YouTube MCN?

MCNs launched shortly after YouTube influencers started to rise in audience and prominence. The first set of MCNs (Revision3, Next New Networks, Machinima, and Maker Studios) launched around 2010 as the new way of content support and distribution to serve the new wave of audiences on YouTube. Several MCNs (multi-channel networks) have been acquired by major brands, most notably Walt Disney's purchase of Maker Studios for $500M, Fullscreen's $200-$300M acquisition by AT&T/Chernin, Stylehaul's $107M, and most recently Collective Digital Studios. As defined by YouTube's own Creator Hub, MCNs "are entities that affiliate with multiple YouTube channels, often to offer assistance in areas such as product, programming, funding, cross-promotion, partner management, digital rights management, monetization/sales, and/or audience development. These companies are not affiliated with or endorsed by YouTube or Google."
With the meteoric growth of brands, broadcast networks, and major advertisers augmenting their reach on YouTube by aligning with prominent YouTubers to create branded or sponsored content, many of these entities have looked to MCNs for support and guidance. The largest MCNs oversee tens of thousands of YouTubers creating a conflict in trying to provide tailored services for their myriad of smaller channels and creators to monetize and grow while simultaneously collaborating with top brands to orchestrate advertising media campaigns on YouTube. Furthermore, restrictive MCN contracts can limit a YouTuber's abilities to do smaller brand partnerships that best benefit them but may not achieve the scale to interest the broader governing MCN entity.
Oftentimes, brands also look to hand pick the YouTube channels and creators they want to work with, rather than exploring packaged deals through MCNs that may not serve the best direct interests of the advertisers. There are also tools for discovery like Open Slate, Tubular Labs, and Social Blade -- again, all requiring extensive manual digging and inherently built with the "plug-and-play" understanding that brands come to these tools with an intimate knowledge of the space.

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

Top YouTuber Spotlight: Austin Evans

Top YouTuber Spotlight Austin EvansTop YouTuber Austin Evans

In the world of YouTube gaming and technology reviews, few names rank higher with community affinity and influence than self-professed geek, Austin Evans. Though he's been "in the game" for the better part of YouTube's entire history, Austin is quick to advise aspiring YouTubers to "be persistent," recounting the 3 years it took him to get "a handle on what makes a good video and another two years before [he] could actually deliver the content." Along the way, Austin has built a vibrant tech community and highly engaged follower base -- one that pitched in and helped him get back on his feet with a new MacBook Pro when he lost everything due to a house fire in 2014.

Now arguably one of the biggest and most respected names in tech, Austin began his YouTube journey six years ago in 2009. In the years to come, Austin, who's work has been prominently featured by Mashable and is frequently a topic of favorable discussion on reddit, ascribes his massive success to constinual learning-based growth. Earlier this year, Austin was part of tech media network The Verge's CES 2015 roundtable with other top YouTuber friends, Marques Brownlee (MKBHD) and Jonathan Morrison (TLDToday).

Check out Austin's exclusive Mediakix interview feature as he details his humble beginnings to working alongside global brands like Castrol and VIZIO, shares how the YouTube vlogging world has significantly changed, and the kinds of epic projects Austin only imagined working on when starting out.

Mediakix: How did you get started making YouTube videos?

Austin Evans: In 2009 I was just getting into doing written reviews of the first batch of iPhone and iPod touch apps, a friend was starting to make video app reviews and he suggested I give it a try. I made one video on YouTube and never looked back.

What was your first video?

It was Application Review 1. I had absolutely no idea what I was doing, I didn’t even own a camera at the time. I took screenshots on my iPod and recorded a voiceover using the microphone from the game Rock Band on the PlayStation. A few people liked the video though and that was all the motivation I needed to keep going.

What was your breakout moment?

You know I don’t think I ever had one big moment where everything just clicked. It’s really been a steady ride the last six years, lots of consistent learning and growth.

Has anything you’ve posted gone viral?

My first big ‘hit’ was a speed test between the iPhone 5 and Samsung Galaxy S3. Mashable picked it up and it got 100,000 views the first day which was huge for me. Funnily enough two years later an updated version of that video with the iPhone 6 and Galaxy S5 also blew up with nearly 5 million views so far.

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

How YouTube Influencers Go Viral: Beauty Blogger Creates My Pale Skin Video

YouTuber Em Ford Makes Viral YouTube Video "You Look Disgusting"

YouTube beauty star Em Ford, of My Pale Skin Blog, is no stranger to the glaring world of beauty & fashion. A former model, Em is now working full-time at a creative agency pursuing her passion for storytelling and filmmaking. She has since developed her own beauty channel on YouTube -- her adjoining blog celebrated it's one year mark in January 2015. Em’s cheeky and straightforward video tutorials have attracted a sizeable following of 200K+ subscribers and 15M total video views.

Recently there has been an uptick in body acceptance movements, where models and YouTube influencers with seemingly unattainable standards of beauty speak out regarding body shaming, often revealing themselves "sans fards." While the response has been overwhelmingly positive, the polarity of social media comments is startling.

Em recently garnered attention with her YouTube video campaign #YouLookDisgusting. This blisteringly candid behind-the-scenes reveals the internet’s response to her video where she reveals herself with and without makeup. Her message is clear: “One challenge many face today, is that as a society, we’re so used to seeing false images of perfection, and comparing ourselves to unrealistic beauty standards that it can be hard to remember the most important thing: you are beautiful.”

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