YouTube Influencers Beat Celebrities In Recent Poll For Popularity, Relevance & More
Whether it's through celebrity endorsed products or branded content on a YouTuber channel, it's clear that both celebrities and influencers have a say in what we do. According to a new survey by Variety, YouTube influencers and creators are the ones with the real pull when it comes to teens. It may seem surprising to find that certain top YouTube influencers hold more sway than Jennifer Lawrence or even Seth Rogen, but YouTube is drawing in teens by the masses and starting to become their first viewing platform of choice (also see our post on fashion celebrities vs. digital influencers).
in blog, Online Video Marketing, Social Media Influencers, YouTube Influencers
An Inside Look At Dermablend's YouTube Branded Content
With over 1 billion unique users on YouTube each month, brands are looking to tap into their potential YouTube audience. But creating branded content for YouTube is an art and takes more than just shooting a traditional 30-second TV commercial and publishing thereafter to your company's YouTube channel. Some brands choose to work directly with notable YouTube channels and content creators (aka vloggers or YouTubers) to produce branded content (see our post on Things To Do When Creating Branded YouTube Content). Other companies build branded content directly through their YouTube channels (great examples include BlendTec and Old Spice). Dermablend is an example of a brand that has done a fantastic job of creating branded content for their fans (see our post on 5 Best YouTube Branded Content Videos) by utilizing native advertising to create a campaign that's engaging and full of emotional appeal.
in blog, Branded Content With Influencers, Online Video Marketing, Social Media Influencers, YouTube Influencers
YouTube Influencer Spotlight: Meet Cassey Ho of Blogilates
Top YouTube Influencer, Cassey Ho, is a certified Pilates and fitness instructor, and the creator of POP Pilates, an instructional Pilates workout system with a big focus on music in her energizing instructional videos. She is also the founder of both oGorgeous, a line of fitness and yoga accessories for the fashion-conscious, and BODYPOP, a brand new line of affordable activewear. Cassey's videos seek to help women work towards improving their bodies through clean eating and working out. As a top YouTube influencer, Cassey demonstrates the power of both a healthy perspective and healthy relationship with yourself.
in blog, Bloggers, Native Advertising With Influencers, Social Media Influencers, YouTube Influencers
Want To Create YouTube Branded Content With Influencers? Don't Make These Mistakes:
There is so much potential to capture part of your YouTube influencers' audience and build a connection back to your brand when working with an influencer (AKA YouTuber or Creator) on a branded content video. It's easy to allow brand objectives override the goal of engaging the audience and creating great content. Great branded content sponsorships are likely to get more views, comments, likes, and shares, and will easily outperform traditional advertising campaigns. The content creators and YouTube influencers know their audience and thus, the entire process should be collaborative, unscripted, and organic with special emphasis on building longstanding relationships with the YouTuber.
Here are three things NOT to do when working with influencers for successfully branded content sponsorships:
in blog, Branded Content With Influencers, Social Media Influencers, YouTube Influencers
The 5 Best Ways To Collaborate With Top YouTube Content Creators:
Just in the last month, over 186 million people in the US watched an online video. Google dominated this audience with over 150M viewers on YouTube alone. Online video clearly has a huge presence with viewers.
How can you leverage this massive audience and built in engagement of online video to build your brand? Brands are increasingly working with YouTube content creators to build brand content, drive brand awareness and engage with audiences in new and innovative ways (see our blog post on the top 5 branded YouTube videos and brands that do YouTube well). How can you collaborate with popular YouTube content creators to get the word out about your product? Here are our best practices:
in blog, Branded Content With Influencers, Native Advertising With Influencers, Online Video Marketing, YouTube Influencers
YouTube Advertising: Infographic Shows YouTube Outperforming Facebook 20X For Engagement
Do you remember how excessively you used Myspace in 2006? Then, do you remember switching over to Facebook and never looking back in 2008 because it was suddenly cooler? Well, if you are looking for the social platform with the most engagement for your brand, it looks like YouTube is the new Facebook.
Brendan Gahan found that YouTube subscriptions are 20 times more valuable and drive more engagement to your brand than Facebook after two weeks of research. Ironically, you'll notice most companies have more likes on Facebook then subscriptions to their channel. There was a time when Facebook's page was an advertiser's dream. Facebook brand pages seem to have no limit to growth and engagement. Every brand had to be on Facebook, but then something happened. The algorithm changed and engagement plummeted. Facebook was guilty of it's own success: recent posts show that the average user has over 1,500 individual items running through their news feed. Furthermore, many brands have reported huge drops in engagement.
in blog, Facebook, Native Advertising With Influencers, YouTube Influencers
YouTube For Brands: 5 Best YouTube Sponsored Videos With Top Influencers
Branded content is as much art as science. It can be even more so when working with YouTubers. Brands have taken a variety of approaches from working directly with YouTubers to engaging with YouTube influencer agencies. YouTube creators are fiercely independent and conscientiously protective of doing anything at all to avoid alienating their audience by "selling out." YouTube audiences with a high component of Millennials have a low tolerance for branded content that doesn't match the authenticity of the YouTuber. Included in the lexicon of describing sponsorships are terms such as branded content, YouTube sponsored videos, native advertising, native sponsorships, and more. Regardless of the terms, the goals of engaging the audience are the same (see our post on top YouTube channels to work with).
in blog, Native Advertising With Influencers, Online Video Marketing, YouTube Influencers
YouTube Influencers Confront Sponsorships, Partner Progam Issues
Several YouTube influencers have recently called out YouTube's monetization problem (i.e. very low CPMs for partners), most prominently Jason Calacanis (we've written our own response to Jason's post). Calacanis brings up several good points around channel monetization. Calacanis shares that with a mere $1.50 CPM rev share standard for most channels no one, save the few Jenna Marbles of the world, can make enough money getting paid directly by YouTube to sustain production costs and produce great content. Some YouTube influencers do get an unspecified higher CPM and large networks are able to sell some of their inventory directly to advertisers at a higher CPM (usually coupled with branded content ad buys or integrated YouTube sponsorships).Read More>>
in blog, Monetization, Online Video Marketing, YouTube Influencers
YouTube Partner Pay: Will You Make Money?
Jason Calacanis wrote a great article about YouTube Partner pay, producing online video content as a YouTube Partner, and MCNs (multi-channel networks) as a threat to YouTube's current model. He points out the current, fundamental problem with YouTube: making money as a YouTube partner.
There are currently three ways to make money as a YouTube partner:
- YouTube Grant Program - as part of YouTube's grant program, the creator is paid directly by YouTube to produce content.
- Adsense Payout - payout is based on a revenue share. For most YouTube partners, the payout works out to be around $1.50 CPM (not the best Cost Per Impression in the world of online video).
- Advertisers - custom, branded content sold directly to advertisers and published on your channel.
As a participant in YouTube's grant program, Calacanis realized that YouTube will not pay him indefinitely to produce content. By analyzing his video views and search traffic, Calacanis came to the realization that his video content won't pay out enough (via Adsense) to support production if YouTube isn't paying. Many YouTube partners who were paid by YouTube to produce content have also come to the same realization.
in blog, Monetization, Online Video Marketing, YouTube Influencers