Top College YouTubers: "A Day In The Life of" Vlogs, Reaction Videos & More

college YouTubers

COLLEGE YOUTUBERS: 14 TOP COLLEGE VLOGGERS REACH MORE THAN 4M GEN Z SUBSCRIBERS

At 2 billion subscribers YouTube continues to surge in popularity, and with over 62% of Gen Z watching daily videos on the platform, a new breed of YouTube creator has emerged—college YouTubers.

While many college-aged top YouTube stars like Brooklyn and Bailey create college-focused videos like “New College Roommates, Will We Get Along?” or Brooklyn’s New College Room Tour, college YouTubers have created their own niche category and community, one that has garnered an impressive following.

These college creators document basic class tips and survival stories —as it’s happening. Users share anything from Target hauls and move-in vlogs to “study with me” videos where they film themselves quietly studying.

Each college influencer brings a unique perspective to their school experience which resonates with Gen Z’s need to feel a connectedness as they glimpse into a YouTube influencer’s daily practices. College influencers often capture candid videos on personal topics like financial situations, roommate struggles, and even “reveal” videos where they open college acceptance letters.

top college youtubers

WHY IT MATTERS FOR MARKETERS?

College YouTubers bridge a new category between productivity and education. These videos typically invite subscribers to partake in a YouTube star’s daily habits, thus influencing viewers to adopt these same practices (and products) into their own daily routines.

A successful sponsored placement in a “college-life” video could add a new staple product to the consumer’s lineup. With digitally-savvy Gen Zers outnumbering Millennials, at about 32% of the population, brands should consider college YouTubers as valuable trendsetters on the consumer habits of the newest generation of adolescents.

Meet the most popular college YouTubers of 2020—and see why these dynamic scholars are one of a kind:

1. THOMAS FRANK— 1.72M SUBSCRIBERS

Thomas Frank originally rose to social media fame from his blog “College Info Geek.” Thomas has made a name for himself in the productivity niche as one of the largest self-improvement gurus on YouTube. He boasts almost two million subscribers and an additional podcast channel. His study tips and reading strategies aim to help students of any level, and his specialized videos distinctively separate him from fellow YouTube influencers.

2. ELLIOT CHOY 625K SUBSCRIBERS

One of the biggest trends in video recently is the “a day in the life of” routine-style of vlogging which features creators from various backgrounds and categories sharing their typical day with viewers. This trend has garnered over 50,000 videos so far and furthers viewers’ growing desire to watch normal people doing normal things.

ThinkwithGoogle reports that viewers tune in to watch user’s carry out mundane tasks for “company, in-depth information, and even inspiration.” As a student at Vanderbilt University, Elliot juggles his YouTube career and college classes in his “day in the life of” video which has received over 125,000 views.

3.THESTRIVE STUDIES — 600K SUBSCRIBERS

Jamie Lee is the mastermind behind TheStrive Studies and TheStrive Fit YouTube channels. Collectively, the channels have over 600,000 subscribers who watch the first year emergency medicine student document her journey through medical school and watch her study. Yes, this “study with me” video is one of about 50 videos on her channel that is literally show Jamie studying at her desk for one to two hours.

The video shown has over 4 million views and is part of the “with me” video series craze where subscribers find motivation in watching YouTubers complete basic tasks. YouTube reports a two-fold increase in “study with me” videos while GoogleTrends shows a surge in popularity for the search term as well.

4. SIENNA SANTER— 318K SUBSCRIBERS

Sienna Santer is a college YouTuber/influencer at Harvard who enjoys making learning/reflection videos about her college experiences and often collaborates with other college YouTubers. She has over 20 million views on her channel since joining in 2014 and has partnered with notable brands like Glossier, FabFitFun, Amazon, Fabletics, Google, and more.

5. HANNAH ELISE— 311K SUBSCRIBERS

Hannah Elise is a 20-year-old college student who vlogs her daily life to her over 300,000 subscribers. Her channel features personal story time videos like “Why I’m Transferring” and “Secrets of a Straight-A College Student.

6. KATIE TRACY— 171K SUBSCRIBERS


Katie studies computer science at Cornell University and is not afraid to share personal experiences with her followers on her college channel. In one of her recent videos, Katie shares her thoughts on loneliness in her studies abroad, and her battle with insecurities and imposter syndrome.

Her video comments shows that her nearly 171,000 online subscribers appreciate the relatability and rawness of her content.

7. ANNMARIE CHASE— 138K SUBSCRIBERS

Annmarie Chase is a well-known college YouTuber attending the University of Southern California. Her content showcases her life as a student and member of the Greek community. Her channel follows the common college YouTuber characteristic of authenticity as most of her videos are personal vlogs.

With an estimated 44% of all internet users watching a vlog each month, it’s no surprise that 138,000 people tune in to watch her share her confessions and college experiences.

8. ABBY ASSELIN— 83.4K SUBSCRIBERS


Abby’s channel is less than five years old and has already racked up more than 10 million views. The University of Alabama scholar is a micro-creator on the video platform averaging about 16,000 views per video.

9. GRACIE O’CONNOR— 66.2K SUBSCRIBERS


Gracie O’Connor is a very involved college student whose channel has a notable focus on her sorority experience at the University of Alabama. Gracie’s video views are impressive— with only 66,200 subscribers she averages 54,000 views per upload making her a mid-tier creator with enviable engagement.

10. MELISSA LUCY— 56.6K SUBSCRIBERS


Florida college student Melissa Lucy is a vlogger and chemistry student living out the most personal aspects of her life as a YouTube star. her channel is filled with daily life vlogs and she discusses how she finds balance in juggling her future career with her passion as a YouTuber.

While Melissa plans to focus on a science career, studies show that 75% of children ages 6 to 17 dream of becoming a YouTuber for a living, with one in five planning to start their own channel.

11. BRITTANY LEWIS— 40K SUBSCRIBERS


As a student at the University of Florida, nano-creator Brittany Lewis shares college-centered videos with a slight focus on fashion and social events. Her channel features college outfit hauls, game-day looks and much more.

12. AMANDA MAGANA— 27.3K SUBSCRIBERS


Amanda is a UCLA college YouTuber with over 200 “Follow Me Around Campus” and “Q and A” videos to prove it. Her videos on her university experience have generated over 4 million views so far. Amanda has recently graduated but has maintained creating videos centered around post-grad life.

13. CATH IN COLLEGE— 26.4K SUBSCRIBERS

Catherine gained recognition as a college influencer when her “Day in a Life of a Stanford Student” video went viral nearly two years ago. Catherine shows viewers an inside look at what the typical college experience is like at Stanford through her dedicated channel that features hundreds of college topics.

14. NINA WANG— 26K SUBSCRIBERS

College “reaction” videos are a controversial trend where hopeful high school students open all of their college admission decision letters at once on camera. Nina is an MIT student who now has 26,000 subscribers all thanks to her reaction video that has received over 1.5 million views to date. She discusses organization hacks, admission tips, and other college advice to MIT and Ivy League hopefuls.

Case Study: Pantene Influencers Highlight Gold Series In Instagram & YouTube Influencer Marketing Campaign

Pantene has shown some significant forays into influencer marketing in the last few years. In 2016, the brand partnered with Chiara Ferragni, one of the top fashion bloggers in the world, making her a brand ambassador and official Pantene influencer.

Late last year, Pantene marketing coordinated a campaign around the tag #BadHairDay and #GreatHairDay, encouraging Instagram and Twitter users to use Pantene products and post before and after experiences using their shampoo and conditioner.

They seized on an already popular trend of people self-deprecatingly posting images of bad hair days. It’s not the first time owner P&G has shown an aptitude for social media—last year they hosted user-controlled live obstacle course on Twitch, YouTube, and Facebook Live for it’s Old Spice brand.

Pantene Instagram & YouTube Influencer Marketing Campaign: African American Pantene Influencers Flaunt Gold Series Collection

For this Pantene marketing campaign, it’s Gold Series Collection was front and center. The Gold Series line was first unveiled in early 2017, so this appears to be a reminder advertising push to build on awareness of the existing products.

Pantene influencers were exclusively people of color to reach their target audiences. The campaign focused on the Gold Series being developed by a team of African American scientists, a message which played a prominent role in the captions of many of the influencers’ posts.

View this post on Instagram

If you follow me since some time, you know I’ve been hiding & protecting my natural hair under protectives styles since some time now. And when I wash my hair & want to let it breath & rest a few days, I like to do a casual high puff using the #Gold Series from @pantene , a line imagined by a team of black scientists for black women’s hair. Natural, relaxed, curly, or coily, this line has been developed to embrace & refresh hair textures. It’s not my first time using the Gold Series and what my hair likes about is the intense moisture & the protective conditioning & repair agents which couldn’t help better after months of protectives styles. – – These big twists out were done the same day and dried out for 4 hours, I usually let them more when I have more time but I actually enjoy better my puff to be more between natural relaxed than super coils, cause I can play more with the texture among the days . – – When styling my hair here, I’ve used the Sulfate Free Shampoo, two favorites that I’ve been using since I discovered the line : the Leave-On Detangling Milk, the Hydrating Butter Crème & I ended with the Edge Tamer Infused with Argan Oil, a newbie which I’ll definitely use again for finitions. – – Have any of you already try some products of the Gold Series from Pantene ? Let me know in the comments below which ones are your favorite ! The collection is available at @amazon, swipe the link in my bio to check it out ! #ad #PanteneHair #SoulBehindTheScience #GoldSeries

A post shared by Oriane Adjibi (@myfashionbreak) on

Goals

  • Drive awareness of Pantene’s Gold Series Collection.
  • Utilize mid-tier and lower influencers to drive strong engagement among smaller, loyal audiences.

Approach

  • Channel:
    • Instagram: 25 African American female influencers in the beauty, hair, and lifestyle categories.
    • YouTube: 4 influencers are also mid-tier YouTube creators who also made sponsored videos for the campaign.
  • Each influencer posted at least one sponsored post.

Preview of Pantene Influencers

Themes

  • Hashtag use across the Pantene marketing campaign was relatively consistent: #PantenePartner; #GoldSeries; and #PanteneHair were commonly used. The campaign-specific tag was #SoulBehindTheScience, which was used in a total of 30 posts.
  • Most Pantene influencers opted for the tag #PantenePartner, instead of the typical #ad or #sponsored tags, which is usually recommended for influencers in order to toe the line with FTC regulations.
  • Captions varied by influencer, but virtually every one had a call-to-action that either suggested where products could be bought or asked followers to share their own experiences through comments.
  • Targeting people of color was a key part of Pantene’s marketing campaign strategy—almost all posts mentioned that the Gold Series was formulated by a team of African American scientists, leveraging an understanding of hair from African ancestry.

Results

Social Reach

  • Instagram followers targeted: 1,286,500
  • YouTube subscribers targeted: 1,313,096

Instagram Engagement

  • Likes: 56,819
  • Comments: 1,603
  • Views: 249,780
  • Engagement rate (overall average): 12.26%

YouTube Engagement

  • Views: 287,001
  • Comments: 1,069
  • Engagement rate (overall average): 4.56%

Chizi Duru Shows Fans Her Hair Routine Across Platforms

Chizi Duru is the biggest Pantene influencer in our sample. She has 122,000 Instagram followers and her YouTube videos average 25,000-100,000 views, putting her firmly in the mid-tier of influencers. Her Instagram video was a short montage of her hair routine, while her YouTube video featured a more extensive tutorial. In addition, she also posted an image on Instagram of her posing with a Gold Series product.

Chizi’s Instagram video received 4,988 likes and 228 comments for an engagement rate of 10.21%. Her YouTube video garnered 96,801 views—above average for her channel. The captions in her Instagram posts were both consistent in their brand messaging, both including the campaign tag #SoulBehindTheScience.

Nneoma Acts Out Comedy Skit For Pantene

Beauty and style influencer Nneoma is one of the larger personalities in the campaign, with an Instagram following of 100,000. A mid-tier influencer, she typically posts about fashion and cosmetics, with a little comedy mixed in too. For her post, she performed a skit with someone massaging the product into her scalp. Her caption was medium-length, featuring a CTA and the campaign tag #SoulBehindTheScience.

Her post received 4,650 likes and 185 comments for a total engagement rate of 4.84%. Micro-influencers in the campaign achieved on average a percentage point more than the mid-tier influencers, indicating relatively more success for the smaller Pantene influencers.

Harris Janae Flaunts Her Natural Style

Harris Janae is a natural hair influencer—a suitable Pantene partner for this campaign. She has a following of 65,800 on Instagram and her video similarly featured her hair routine using Pantene products. She used her caption to describe every step of her routine, to the extent that it has several characteristics of a long-form written caption.

View this post on Instagram

#pantenepartner Have you ever tried out the Gold Series Collection form @pantene? Their line is so amazing! 🙌🏾 The collection is designed by a team of black scientists to provide strength and moisture for women with relaxed, natural, or transitioning hair! While washing my hair with the Deep Hydrating Co-Wash it left my hair feeling very moisturized and soft without stripping away any natural oils. Next I used the Leave-on Detangling Milk which is very lightweight and made it easy for me to detangle my hair without it feeling so weighed down. To help with my styling I had to use the new Thermal Heat Protector which helped protect my hair from frizz and heat while conditioning my hair when applying my blow dryer. Lastly I used the Curl Defining Pudding which helped lock in moisture and define my curls without having a lot of frizz! With all of the products combined together it left my hair feeling so soft and had my curls bouncing! I’m so in love with this line y’all! This collection is now available @krogerco Click link in bio for full video • • • • #soulbehindthescience #pantenegoldseries #flexirod #flexirodset #Blackbombshells #unconditionedroots #amazingnaturalhair #hair2mesmerize #protectivestyles #cwkgirls #naturalhairblogger #naturallyshedope #naturalchics #myhaircrush #myhairtexture #blackboldandnatural #curlbox #2curls1mission #nhdaily #bighairdontcare #berrycurly #naturalcurly #naturallyshedope #4ahair #3chair #naturalhairdoescare #bignaturalhair #kinks2curls

A post shared by Natural Hair Influencer (@_harrisjanae_) on

With 57,225 views, her Instagram post had the most views of any Pantene influencer in our sample. She racked up 6,149 likes and 137 comments, meaning an impressive engagement rate of 10.98%.

Lisa Jean-Francois Reviews Gold Series For Fans In Video

Lisa Jean-Francois is a micro-influencer with 36,000 followers on Instagram. Her posts typically feature her and her family, in addition to her fashion, beauty, and lifestyle uploads. Her Instagram post is framed as a product review, as opposed to a tutorial or routine. Her caption is positive about the products, featuring a call-to-action to buy Gold Series products from Walmart.

She massed 3,556 views, 713 likes, and 59 comments for an extremely impressive engagement rate of 21.65%, the highest of any influencer involved in the campaign. This once again points to the common trend of micro-influencers being useful assets in campaigns, providing marketers with great engagement among loyal followings.

Takeaways

  • Pantene influencers were exclusively persons of color in order to reach their target demographic.
  • Pantene utilized micro- and mid-tier influencers for the campaign, with no macro- or mega-influencers.
  • Micro-influencers outperformed their mid-tier peers on average.
  • Pantene influencers also used YouTube as a platform, with Pantene likely recognizing the thriving cosmetics scene on the platform as a good opportunity for cross-platform marketing.

PewDiePie Sub Count Finally Hits 100 Million—3 Reasons It Happened

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After much anticipation and support from his avid fans, fellow creators, and the YouTube community as a whole, PewDiePie’s sub count has hit the 100 million mark—the first individual YouTuber to reach the milestone. Only one other YouTube channel—a music record label called T-Series in India—has surpassed the 100 million mark, currently sitting at 109 million subscribers. As the most followed YouTuber, PewDiePie earns a reported $12 million each year.

So, how did PewDiePie get here, and how are brands capitalizing on his his ascent into the YouTube Spotlight?

PewDiePie Subscribers Show No Signs Of Ebbing

Having officially earned the label as the YouTuber with the most subscribers, PewDiePie’s reputation as the most popular YouTube creator (not to mention, the richest YouTuber) has been in effect for quite some time. YouTube recently paid tribute to his success on the platform over the years, dating back to 2011 when PewDiePie’s sub count hit 10,000.

His YouTube channel has only continued to grow, despite a few gaffes that landed him in hot water with YouTube, supporters, and sponsors, as well as a tragic event that apparently tarnished his name relatively lightly.

3 Reasons Why The PewDiePie Sub Count Reached 100 Million (And How It Will Surpass The Milestone)

Through the ups and downs, PewDiePie has remained a top YouTuber for three reasons:

  1. PewDiePie produces engaging and authentic content that resonates with viewers.
  2. PewDiePie knows how to successfully come back from controversies through genuine apologies, trust, and transparency.
  3. PewDiePie earns major brand sponsorships that align well with his interests.

In 2019, PewDiePie has been on the fast-track to recovery from past slip-ups, and the monumental achievement of amassing 100 million subscribers as an individual creator cannot go understated. To learn how exactly he achieved such a feat, we can look to his origins as a YouTuber, the fandom he acquired, and the multiple brand sponsorships he nabbed.

Who Is PewDiePie?

Felix Kjellberg, the man otherwise known as PewDiePie, is the most followed influencer on YouTube. He originally started a YouTube account in 2006, but the official PewDiePie channel came about in 2010. PewDiePie’s appeal as a sensational online personality caught on quickly, leading to his burgeoning sub count.

What Initially Caused PewDiePie’s Sub Count To Skyrocket?

As a comedian, gamer, and commentator, PewDiePie began racking up hundreds of subscribers early in his career at a time when being a “professional” YouTube creator was not widely recognized. The content format of his videos proved wildly successful, with unique energy, entertainment, and authenticity that directly fed into his ever-climbing sub count.

By 2012, he amassed 1 million subscribers. By late 2013, he reached nearly 19 million subscribers and emerged as the most-subscribed YouTuber twice during that year.

In the few years after this astronomical growth, PewDiePie’s sub count continued to swell and he accrued well into the billions of video views. In 2016, he hit 50 million subscribers while also partnering up with other popular YouTubers in an original series. The rapid acceleration would soon be met with controversies over racial slurs, anti-semitic commentary, and other loose language. Nonetheless, PewDiePie’s sub count kept climbing, gaining 7 million in all of 2017 and another 6 million in December 2018 alone.

PewDiePie Sub Count Climbs As Fans Engage With & Brands Sponsor His Content

To PewDiePie’s credit, his knack for rallying millions of fans to support him through thick and thin has enabled him to catch the attention of many brand sponsors interested in leveraging the benefits of influencer marketing. Anyone familiar with the influencer marketing industry understands that an impactful influencer campaign hinges on the authenticity of the influencer-brand partnership.

How PewDiePie Fan Engagement Propels Growing Sub Count

As with any influencer marketing campaign, meaningful engagement with fans and followers usually determines whether the partnership is a natural fit. Influencer audiences are notoriously skilled at detecting inauthentic partnerships and consequently, respond negatively to sponsored content that doesn’t align with the influencer’s non-sponsored content.

While PewDiePie’s reputation has been tainted by controversial behavior, his overall conduct and heartfelt apologies have cushioned his falls from grace. Some brand sponsors dropped him in the aftermath of his offensive language, and the PewDiePie sub count may have suffered temporary lulls, but he remains one of the most influential YouTube creators and online personalities to date.

This is due in large part to his ability to draw in viewers from all corners of the globe, generate consistent and genuine engagement, and rebound from blips with minor reputational damage. All this leads to more YouTube users hitting the red subscribe button, more engagement, and scalable growth.

This is what brands yearn for—raw, unadulterated, and authentic engagement that translates into positive impressions and potential customers for brand sponsors.

How Brands Sponsor PewDiePie On His Journey To 100 Million Subscribers

PewDiePie has been involved in notable influencer marketing campaigns over the years, especially within the gaming category. Due to his status as a mega-influencer, working with PewDiePie is not easily attainable and comes with a big price tag.

PewDiePie’s brand collaboration roster includes GFUEL, Volvo, LG, Mountain Dew Disney, as well as Archero and Cheetah Mobile—both campaigns run by Mediakix.

By the standards of top tier influencers, PewDiePie does not endorse that many brands. However, he has recently struck more brand deals with the intention of having genuine brand relationships.

10 Steps Brands Should Follow To Partner With Influencers

Crucial to executing an influencer marketing campaign, brand sponsors must follow some basic steps in order to partner with PewDiePie, or any influencer for that matter:

  1. Understand your audience and know who you’d like to target
  2. Set goals and determine which KPIs you’ll use to measure campaign performance
  3. Identify the social media channels that make sense for your campaign’s goals
  4. Determine your campaign budget
  5. Spend time researching and vetting the right influencer(s)
  6. Reach out to influencer(s )and familiarize them with your brand / product
  7. Communicate campaign goals and expectations with influencer(s)
  8. Craft a rock solid influencer agreement
  9. Allow influencer(s )to exercise creative freedom and to have input on campaign strategy
  10. Ensure sponsored content is properly disclosed and transparent

Closely following these guidelines can enable brands to collaborate with the likes of PewDiePie and ultimately elevate their brand. While the PewDiePie sub count continues to accumulate more faithful followers, many brands will clamor at the opportunity to work with PewDiePie on creative, high-ROI influencer campaigns. Just keep in mind that brands whose mission aligns with that of an influencer’s and whose brand/product influencers actually believe in will have a better shot of developing a healthy influencer relationship.

How Much Will PewDiePie’s Sub Count Continue To Increase?

With the trajectory of PewDiePie’s sub count on a steady incline for the last several years, we have little reason to think it won’t continue to grow. If PewDiePie maintains his influence through engaging entertainment, authentic sponsorships, and constantly-evolving material, more YouTube users will subscribe to his channel. In turn, this will fuel his content’s success, even on a platform that continually undergoes algorithm changes and updates.

Furthermore, as the epic battle between PewDiePie and T-Series carries out, buzz about PewDiePie’s sub count will likely reinforce its growth. And if PewDiePie continues to partner with brands for unique influencer campaigns while diversifying his content, his numbers will inevitably grow. By 2024, expect to see the PewDiePie sub count reach well over 200 million.

We look forward to tracking the outrageous growth of PewDiePie’s sub count and subsequently, his immense influence for years to come.

Case Study: PlayStation Influencers Plug Into Virtual Reality Headset

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Instagram & YouTube Influencer Marketing Case Study: PlayStation Marketing Teams Up With Tech & Gaming Influencers

For the most part, influencer marketing and gaming go hand-in-hand. Leading gaming influencers—whether they’re Twitch streamers, YouTubers, or stars at the top of professional esports—are becoming centerpieces of influence in a booming market. Gaming influencers are trusted by their fans to a strong degree, making them perfect candidates for brand endorsements.

This hasn’t gone unnoticed, least of all by brands and marketers looking to tap into that all-important Millennial demographic. You don’t need to look far to find influencers and creators of all disciplines being employed to promote various brands, from mobile games to chocolate to underwear.

playstation-influencer-bmxyo

PlayStation generally has its finger on the pulse when it comes to marketing and is no stranger to influencer marketing. With 18 million followers on its main Instagram and 38,000 followers on its regional Canadian account, it makes perfect sense to leverage the following and garner some positive engagement for the brand.

PlayStation Marketing Goes Small To Hit Big With Gaming Community

With buzz surrounding the announcement that Sony is currently working on a new gaming console to succeed the PS4, maintaining goodwill within the gaming influencer community will be a major objective in the run-up to any potential launch.

PlayStation VR, the company’s flagship virtual reality headset, remains high on the agenda as the company’s most important periphery. This campaign, aimed exclusively at a Canadian audience, leveraged smaller-tiered influencers—often employed by brands because of their propensity to drive higher relative engagement rates—to head up their push.

Goals

playstation-influencers-justin-tse

  • Increase awareness of the PlayStation VR headset
  • Drive engagement with its regional Canadian account
  • Use tech influencers to bridge the gap between tech audiences and gamers

Approach

  • Channels: Instagram and Youtube
  • Influencers: Canadian tech and gaming influencers, including mid-tier, micro-, and nano-influencers.

Preview Of Influencers

Themes

In keeping with longtime campaign messages that PlayStation has employed for several years, the themes of this effort reflect an emphasis on gamers and positive gaming experiences with their products:

playstation-influencers-canoopsy

  • With the exception of one, all the influencers uploaded two posts for the campaign.
  • All but one of the posts were images, with one short, looped video being the exception.
  • Influencers used the hashtags #PlayStationVR, #ITriedPSVR, and #PSVR, while also tagging @PlayStationCA.
  • Each marked their posts as #sponsored or #ad or used Instagram’s paid partnership tag.
  • Captions ranged from short blurbs showing off the headset to longer captions featuring brief VR game reviews.

Results

Combined Results: 9 posts total

Social Reach

  • Instagram followers targeted: 200,894
  • YouTube subscribers targeted: 941,882

Instagram Engagement

  • Likes: 12,728
  • Comments: 230
  • Engagement rate (overall average): 3.64%

YouTube Engagement

  • Views: 28,322
  • Likes: 1,324
  • Comments: 368
  • Engagement rate (overall average): 3.19%

Karl Conrad Shows Off Snazzy System

Karl Conrad, a YouTuber boasting half a million subscribers on the platform, is known for his vlogs demonstrating all kinds of tech—from phones to TVs to laptops. In his highest-performing Instagram post, Conrad shows fans a custom orange PS4 with a VR headset in full view.

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In the caption, he praises the large catalog of games available to him and asks his 72,000 followers what their favorite VR game is. He incorporates all the associated PlayStation tags, in addition to an #ad tag at the beginning. He garnered 3,490 likes and 117 comments for an impressive engagement rate of 5%.

Tyler Stalman Imagines Childlike Wonder

Tyler Stalman, a professional photographer approaching 200,000 followers on YouTube, is a tech vlogger who places an emphasis on reviewing camera gear in addition to hosting his own podcast.

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In his post, Stalman wonders what his 12-year-old self would have thought of the VR headset in a positive reflection of the tech. He again uses the hashtags consistent with campaign along with a #sponsored tag. Stalman got 2,536 likes and 19 comments from his 53,200 Instagram followers for an engagement rate of 4.8%.

The Girly Geek Straps On VR For Fans

The Girly Geek, also known as Erin, is a writer and blogger is a nano-influencer with an Instagram following of just under 10,000. She frequently posts about games and gaming culture for her fans.

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Her post features her trying out the VR with a copy of Skyrim in-hand. Her caption, like the others, is personalized, with her talking about enjoying the experience she’s had playing the game in VR. She is consistent with the campaign hashtags and singles out @PlayStationCA with a ‘thank-you.’ With 354 likes and 17 comments, she accrued an engagement rate of 3.8%.

Conrad Shows Subscribers Custom Setup In YouTube Vlog

Two of the influencers took the campaigns to their YouTube channels (the other being Justin Tse), with Karl Conrad giving his fans a vlog about his custom PlayStation and his VR setup.

He again touted the extensive library and mentioned the sponsorship with PlayStation, linking to the official VR site page. With 500,000 subscribers, his view count for the video of 9,725 is relatively low. It’s worth noting, however, that the total likes and comments on the video was 890, meaning an engagement rate among viewers of the video of 9.2%. In terms of average video views though, he performed well under his normal range of 50,000 views per video.

Takeaways

  • PlayStation marketing primarily employed tech and gaming influencers for the campaign to garner interest in their flagship piece of gaming tech.
  • PlayStation influencers were all mid-tier or lower, suggesting an attempt by PlayStation to drive solid engagement at a smaller scale than larger influencer marketing campaigns.
  • Tech influencers often have strong authority among fans for their knowledge of peripheries, making them the ideal cheerleaders for PlayStation’s VR set campaign.
  • Cross-channel promotion on Instagram and YouTube proved to be valuable in showcasing the PlayStation VR to a wider and more varied audience.

Top 5 Influencer Marketing Fails: When Influencer Marketing Goes Wrong

influencer marketing fails

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Influencer Fails: Learning From Influencer Marketing Gone Wrong

Despite flourishing as one of the hottest industries in the digital marketing space, Influencer marketing is still a relative newcomer in terms of practices and strategy. As platforms, brands, creators, and even governing bodies attempt to define this new landscape, mistakes are bound to occur.

After apparent teething issues which have yet to be fully solved, the FTC has been spending its efforts revising and evolving its guidelines to accommodate modern advertising on digital platforms. This is primarily in response to campaigns deemed to be sailing close to the wind with regard to ethical advertising standards.

Unfortunately for brands and influencers, this won’t always save them from committing poor decisions and influencer marketing fails in this as-yet unrealized world. Lack of judgment has been prevalent with influencers, some seemingly doing their best to torpedo their online careers, but brands must be careful too in order to avoid common pitfalls and legal issues.

Whether it’s a brand lawsuit or an influencer scandal, it seems like one controversy or another is right around the corner in this industry. Knowing the do’s and don’ts of an influencer marketing campaign; using a robust strategy for your brand; understanding a rapidly evolving environment—these are vital to keeping your campaign from derailing.

We’re going to examine some of the biggest influencer marketing fails the industry has had the misfortune of witnessing, as well as how they could have been avoided. These instances will likely serve as reminders that influencer marketing can be a volatile field. Continue reading “Top 5 Influencer Marketing Fails: When Influencer Marketing Goes Wrong”

30 Top Gaming Influencers To Follow

top gaming influencers

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30 Top Gamers Have More Than 340M Subscribers Across Major Gaming Platforms

By 2021, the global gaming market is expected to exceed $180 billion in revenue—a 30.6% increase from $137.9 billion in 2018. In the last few years, gaming has grown more significant on existing platforms like YouTube and Facebook, but it has also spurred the creation of dedicated livestream gaming platforms, like Twitch and Caffeine.tv.

Even staying up-to-date on gaming terms has proven crucial to understanding the industry’s growing value. As a result, the gaming community has evolved to include a wide variety of gaming influencers in different gaming niches.

From the top female YouTube gamers and the overall top gaming YouTubers, to the top female Twitch streamers and most followed Twitch influencers, online gamers have established an impressive cross-platform presence. As these gaming platforms duke it out, most gamers are maximizing their presence across multiple gaming platforms.

As the gaming industry landscape diversifies more, brands interested in partnering with the leading gaming influencers need to keep up with the changing tides. To help, we’ve collected a list of the 30 top gaming influencers in 2019 (nine of which are females) who reach more than 340 million subscribers on their top gaming channels:

  1. PewDiePie
  2. VanossGaming
  3. Markiplier
  4. Ninja
  5. Jacksepticeye
  6. DanTDM
  7. KSI
  8. SSSniperWolf
  9. W2S
  10. Syndicate
  11. TFue
  12. IHasCupquake
  13. Shroud
  14. tsm_myth
  15. Gaming With Jen
  16. LDShadowLady
  17. Aphmau
  18. Summit1g
  19. Tim The Tat Man
  20. Dakotaz
  21. Riot Games
  22. Pokimane
  23. DrDisrespect
  24. DrLupo
  25. Little Kelly Minecraft
  26. Nightblue3
  27. ImaQTpie
  28. LIRIK
  29. StacyPlays
  30. KittyPlays

Continue reading “30 Top Gaming Influencers To Follow”