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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.

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

Top 5 Best Branded YouTube Videos: Part 2

Best Branded YouTube Videos

The best YouTubers and YouTube influencers are as good at captivating their audiences through branded content as they are with their standard channel content. A priority of all YouTube creators is to maintain and entertain their audience through authentic means. So, anything with the potential to obstruct or impede that relationship interferes with the YouTubers ability to connect with their audience and grow. Audiences are an exceptional litmus test for branded content. Anytime they sense content being overly branded or branded content done in a clumsy way, they are quick to dislike and comment on the video with their vitriol.  The best branded YouTube videos come from an unequivocal match between the brand, the content, and the creator. If the creator is already a fan of the brand or a realistic potential user, branded videos will find more success with the creator's audience (see our post on three ways to create great sponsored content).

The best branded content comes from when the brand and advertiser relinquish control of the content, forgoing a script to allow the creator to captivates audiences in their own unique way. Scripts can leave a video feeling dry and out of place amongst countless other videos. Just a few "whistle blowers" can call a creator out on inorganic, or overly sponsored content, and create a major stir. When the influencer has control and a strong say, the content will feel more organic and accepted by their audience (all see our post on three things to remember when making branded content for YouTube). The goal is to create content the YouTuber's audience will enjoy and want to share. This drives shares, likes, views and comments and builds a wholly unencumbered connection with the brand.

Listed below are our picks of the top best branded content YouTube videos and brand sponsorships.

 Andreas Choice

Andrea, behind AndreasChoice, is a DIY, fashion, beauty, and lifestyle YouTuber with over 3.1 million subscribers. For this branded YouTube video, she collaborated with her YouTube friend Blaire, behind JuicyStar07 (with over 1.7 million subscribers herself) to give fun tips on ways to accentuate your smile. This video is sponsored by Colgate to promote their optic white tooth paste and the fun teeth whitening tips, integrating Colgate, was the perfect way to organically bring the toothpaste to her audience.

 

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in blog, Native Advertising With Influencers, Online Video Marketing, YouTube Influencers

10 Stats You Should Know About YouTube

10 YouTube Statistics You Should Know

With 1 billion users and hundreds of millions of daily video views, YouTube is a content creating powerhouse filled with channels from the likes of music creators, to entertainers, to beauty gurus, to technology and gaming influencers and to every topic known to man in between from the commonplace to the esoteric (YouTube). YouTube is an absorbing social platform, bringing viewers together via all screens to create billions of video views every day. YouTube has become one of the leading social platforms for teens and millennials and is rapidly capturing every other demographic. YouTube has also become one of the most captivating ways to get your brand in front of millions of viewers (also see our post on top entertainment YouTubers of 2014). Below are 10 YouTube statistics you should know.

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Brands that Own YouTube: Red Bull vs GoPro

YouTube Marketing: Redbull vs GoPro

Since conception, YouTube has been the platform for brands to engage with ardent fans and market themselves. Although more than a million advertisers are using the Google ad platform to advertise their brands on YouTube through YouTube's TrueView ads, only a handful of brands have demonstrated mastery and prowess with their own brand channels. Brands are leveraging YouTube in new and creative ways. Recently it's become a platform to allow audiences to watch and view their ads. In 2014, people spent more than a billion minutes watching the top ten Super Bowl ads on YouTube (Social Bakers). But the best brands on YouTube, transcend the ad to producing salient content on their own brand channels.

Two of the key players in the YouTube space are Red Bull and GoPro. Both brands capitalize on fan's adoration for sports, extreme activities, captivating content, and user generated content (UGC) to drawn in audiences to their own and operated channels. More than 29 million subscribers tune into outdoor activities and adventure sports, resulting in an accumulation of 8 billion views; Red Bull and GoPro are able to absorb this popularity (Stream Daily). See how their YouTube channels compare and contrast below (also see our post on top YouTube channels you should be working with).

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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

Top 5 Breakout Entertainment YouTubers of 2014

Top Breakout Entertainment YouTubers of 2014

With a saturated entrainment market, it makes sense that performers would turn to YouTube to achieve their own audiences and stardom. From break dancers to comedians to musicians, entertainment YouTubers have a considerable opportunity to find their own fame within the confines of YouTube's 1 billion user strong platform. With the freedom to post what they want, unlike restrictions performers find in other avenues, entertainment YouTubers have the luxury to control their art form. Below are some of the top breakout entertainment YouTubers of 2014.

Whzgud2


Marquese Scott, aka YouTube’s Whzgud2, is an American pop and lock dancer who has been featured on The Ellen DeGeneres show as well as advertisements and music videos. His 2011 video to Pumped Up Kicks is what pushed him to stardom. This year he's done collaborations with UNIQLO, amongst other brands. In his most recent video (above) he collaborates with Kikky for a dance video. His channel has over 1.5 million subscribers and over 276 million views.

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

The Top 5 Breakout Tech YouTube Channels & YouTubers of 2014, Part 1

Top Tech YouTube Channels YouTubers

Subscribe to our industry digest for the latest news and trends on top YouTubers, Instagrammers, bloggers, & Snapchatters!

Top 5 Breakout Tech YouTube Channels & YouTubers of 2014

With over 300 hours of video uploaded every minute (according to YouTube statistics), every category from Tech to Cooking to Beauty is saturated with countless videos on a myriad of topics. In short, it's getting harder and harder to stand out as a remarkable channel and build an audience. YouTubers have their work cut out for them and use an assortment of techniques to distinguish themselves from the crowd. There are still rising stars among the stalwarts who are equally equipped with consistency, production quality, personality, charisma and an ability to connect with the audience. The best channels also tend to create the best branded and sponsored content. These online influencers know how to build a brand into their voice. As a result, they are able to protect the coherence and integrity of their channel and prevent audience alienation as a byproduct of disingenuous material. (Check out our posts on How to Make Branded Content and Picking the Right Influencers.)

But most consistently, the best channels and YouTubers engage their audiences. They capture and create trends, shoot creative and novel content. They educate their audiences, share their world with their loyal fans and most importantly connect with their fans. Here's our list of top 5 breakout Tech YouTubers of 2014.

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Top 5 YouTube Branded Advertising Videos of 2014, Part 1

Top 5 Sponsored YouTube Videos of 2014

With over 1 billion users and hundreds of millions of hours of video being watched daily, YouTube is a marketing powerhouse that with advertisers, agencies, and brands racing to capture audience, engage innovative ways, and collaborate with YouTubers, channels and creators. According to YouTube statistics, more than a million advertisers are using Google ad platforms to reach their audience. However brands that collaborate extensively with influencers, YouTubers and creators to conceive and design branded content and campaigns are the primary players in the industry (see our post on three ways to create branded content).  Below are some of the top branded content YouTube videos of 2014.

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Influencer Spotlight: Bethany Mota of MacBarbie07 on YouTube

YouTube mega-star and influencer, Bethany Mota, started making beauty and fashion videos on her YouTube channel, MacBarbie07, back in 2009. Since then, she has amassed over 500 million views and has over 7 million subscribers, making her the most subscribed beauty channel on YouTube. And did we mention she's only 18 years old?!

Mota rose to fame with her 'haul' style videos, where she features recently purchased articles of clothing and beauty products. As "hauling" became more popular on YouTube, retailers began to see the potential for advertising opportunities. Bethany has participated in video advertising campaigns with large companies like Forever 21 and JC Penny, and in 2013 launched her very own clothing and accessory line for Aeropostale. She has appeared as a guest judge for Project Runway, been featured in Teen Vogue, worked as a special correspondent for Entertainment Tonight, and in 2014 won the Teen Choice Award for "Choice Web Star'.

Young girls from all over the globe can't get enough of Bethany Mota. Not only does her YouTube channel garner millions of fans, so do her social media channels. Her social stats are as follows:

Instagram: 3.6 million followers

Facebook: 1.3 million likes

Twitter: 1.9 million followers

Below are a few examples of content found on Bethany's YouTube channel as well as a look at her online marketing campaign with Aeropostale. 

 One of Bethany's many 'haul' style videos, where she shows viewers items she's recently purchased

 A DIY and styling video

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