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The YouTube and Influencer Marketing Blog

The latest news and analysis of YouTube and Influencer Marketing For Top Brands,

YouTubers, Instagrammers, Social Media Influencers, & Influencer Marketing Campaigns

Is Influencer Marketing Actually Effective? [Infographic]

Is Influencer Marketing Actually Effective? [Infographic]

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

How Do Marketers Rate Influencer Marketing Effectiveness?

Influencer marketing happiness abounds in 2019. At the close of 2018, we took the temperature of the influencer marketing industry across a community of marketers in our 2019 Influencer Marketing Survey. The results? Let’s just say influencer marketing is still hot and has hit a teenage growth spurt. This spells out a bright future for influencer marketing strategies heading into 2019 and beyond.

Below are key influencer marketing statistics:

  • 80% of marketers find influencer marketing effective.
  • 71% of marketers rate the quality of customers and traffic from influencer marketing as better than other marketing sources.
  • 89% of marketers say influencer marketing ROI is as good or better than other marketing channels.
  • 65% of marketers plan to up their influencer marketing budgets in 2019.

Influencer Marketing Effectiveness Infographic
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Case Study: Bumble Dubs Serena Williams Super Bowl Queen Bee

Case Study: Bumble Dubs Serena Williams Super Bowl Queen Bee

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

Instagram Influencer Marketing Case Study: Bumble & Serena Williams Put The Ball #InHerCourt

Female-driven dating and networking app, Bumble, is a brand on a mission. Looking to encourage equality and shift gender dynamics, Bumble promotes itself as both a service and a movement.

Adept in the promotional tools of today, Bumble is no stranger to utilizing influencer marketing to broadcast its message. In the brand’s latest partnership with tennis phenom, Serena Williams, Bumble aired a commercial created entirely by women during Super Bowl LIII—the first in the game’s history.

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Case Study: Ancestry DNA Links Up With Instagram Influencers

Case Study: Ancestry DNA Links Up With Instagram Influencers

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Instagram Influencer Marketing Case Study: Ancestry Marketing Is Rooted In Influencers

If you found out your great-great-grandmother was born and raised in Dublin, would you be on the next flight to Ireland? Many Millennials are doing just that. Ancestry DNA has made it possible for anyone to track their lineage, not through paper but by blood. For less than the price of a ticket to Disneyland, anyone can discover the nuances of their genetic heritage. An intriguing prospect to begin with, Ancestry DNA propelled their service’s appeal to new heights by calling in the big guns—Instagram travel influencers.

ancestry marketing

Instagram influencers, like down-to-earth Millennial Zach Morris, have enormous appeal to young travelers, with over 40% of those under the age of 33 considering a destination’s “Instagrammability” when planning their next vacation. Ancestry marketing has capitalized on the travel influencer marketing trend, inspiring customers to use their Ancestry DNA test results to get in touch with their roots.Read More>>

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Fyre Festival Influencer Marketing—The Surprising Thing Fyre Festival Taught Us About Influencer Marketing

Fyre Festival Influencer Marketing—The Surprising Thing Fyre Festival Taught Us About Influencer Marketing

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

What Marketers Can Learn From The Fyre Festival Influencer Marketing

It is unfortunate that one of influencer marketing’s most successful acts is also the one that most people would prefer to forget. In most respects, 2017’s Fyre Festival was a chapter of errors and an unmitigated disaster. However, it also stands as a case study showing the power of influencer marketing. The Fyre Festival influencers did their job—but the heightened expectations were crushed by an ominous reality.

 

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Before delving into the detailed embers of the Fyre Festival’s that burned out before it began, we summarize key learnings:

  • Fyre Festival promotions worked exceedingly well through the use of influencer marketing.
  • Instagram influencers shared posts of orange squares that spread like “wildfyre,” creating hype and ultimately selling out the event.
  • Influencers did not properly disclose their sponsored content.
  • The Fyre Festival brand built a fraudulent business and deceptive ploy that influencers (and customers) had no way of knowing was a lie.

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CGI Influencers: Why Brands & Consumers Should Pay Attention

CGI Influencers: Why Brands & Consumers Should Pay Attention

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

What Is A CGI Influencer?

CGI stands for “computer-generated imagery.” Put simply, it’s the process of creating pictures through the use of computers. Currently, this technology is being applied to create eerily realistic CGI Instagram models. Because CGI influencers operate as robots or artificial intelligence, they are virtual social media influencers.

By now we’re all comfortable with the notion of social media influencers of all kinds. From fashion bloggers to tech vloggers to monkeys and pigs to funky grandmas, nearly every facet of life seems to be covered in one form or another through online influencers. If you’re not surprised by a Bahamian raccoon having picked up 1.5 million followers on Instagram, then you’re probably not surprised by much—or so you would think.

That is because none other than CGI influencers, or virtual influencers, are roaming the world of social media and making big impressions on what would otherwise be considered a market for sentient beings.Read More>>

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7 Ways Brands Can Manage Brand Safety With Influencer Marketing

7 Ways Brands Can Manage Brand Safety With Influencer Marketing

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

How Can Marketers Manage Brand Safety With Influencer Marketing?

  • Brand safety threats are a concern among more than 84% of marketers and more than two-thirds of marketers have dealt with brand safety issues before.
  • Digital and social media platforms are responding to rising demands for improved brand safety tools.
  • Influencer marketing offers brands the advantage of having more control over content placement.
  • Brand safety in influencer marketing can be managed by following our proposed seven steps.

What Is Brand Safety?

brand safety influencer marketing

Brand Safety Definition

In the context of digital marketing, brand safety by definition refers to the effort to safeguard advertising brands by avoiding association with harmful or questionable content online. In other words, brands advertising online aim to ensure their paid ads are not placed within or next to inappropriate content, as doing so could result in damaging the brand’s reputation in the eyes of consumer. While some forms of content can be considered universally objectionable, other brand safety concerns can be specific to an individual business.

Marketers have been met with challenges beyond impressions and conversion rates. Trust and transparency root brands in consumerism, so it makes sense that brands would prioritize protecting their brand. With the global digital ad spending forecasted to increase 17% to more than $327 billion in 2019, brand safety issues will surely remain top-of-mind for many marketers. In fact, a reported 84.4% of marketers consider brand safety to be a concern on some level, with nearly 40% saying it’s always a concern.Read More>>

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The Rise Of YouTube Docuseries

The Rise Of YouTube Docuseries

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

What Is A YouTube Docuseries?

The Difference Between A YouTube Documentary & A YouTube Docuseries

A YouTube docuseries is a relatively new video format in which documentary-style videos are released in parts—whether by episodes, chapters, or series—by a YouTube creator. While traditional documentary films are aplenty, YouTube docuseries have only recently graced the digital video landscape, but show promise of drastically changing the space.

youtube docuseries

Feature-length documentaries (such as Magnolia Pictures', Blackfish) have been available to rent or stream on YouTube for many years, whereas YouTube docuseries are somewhat of a novelty. As opposed to a documentary movie, docuseries by definition comprise several parts that creators release in segments. YouTube is the primary distributor of these docuseries—feature documentaries are often found in theaters and on other streaming networks—and the influencer or creator channel is a vital component of the series production.Read More>>

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Case Study: Glasses Brand Warby Parker Partners With Eye-Conic Instagram Influencers

Case Study: Glasses Brand Warby Parker Partners With Eye-Conic Instagram Influencers

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Instagram Influencer Marketing Case Study: Instagrammers Shine Light On Warby Parker’s Vision

2019 is well underway, and with it comes heightened motivation for companies to up their content marketing game. Influencer marketing is one of the most effective methods brands have at their disposal, with 94% of marketers who use influencer marketing believing it can substantially surpass the success of traditional marketing. From Timex to Tiffany’s, companies have turned to influencers to help drive sales and cement their brand image among watchful consumers.

warby parker marketing

While some companies elect to work with a large number of high-reach influencers, a more compact approach can be similarly effective. Warby Parker, an American retailer of prescription eyewear founded in 2010, is worth $2 billion. Part of their success can be attributed to their work with niche Instagram and YouTube influencers. Warby Parker’s marketing strategy has a few unique characteristics that set it apart from the rest.Read More>>

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Case Study: Dunkin’ Donuts Brews Success With Nano-Influencers

Case Study: Dunkin’ Donuts Brews Success With Nano-Influencers

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Instagram Nano-Influencer Marketing Case Study: Dunkin’ Donuts Marketing Strategy Rallies Espresso Lovers With “Sipping Is Believing” Campaign

The influencer marketing industry is booming, with marketers doubling down on online personalities by the billions. Instagram’s position as the leading social media platform of influencer marketing is undisputed, with its most prominent stars earning tens of thousands of dollars a post. Brands have become increasingly comfortable, however, utilizing lesser-known mid-tier and micro-influencers in their campaigns in recent years.

Nano-influencers—social media users with 1,000 to 10,000 followers—have flown under the radar and have proved to be successful brand collaborators. While macro-influencers win out in terms of total engagement, smaller influencer tiers have established themselves as an effective option for influencer marketing campaigns of companies big and small.

With over 70 million donuts consumed last year and its status as the 5th largest seller of ground coffee, Dunkin’ Donuts is a veritable behemoth of the food and beverage industry. Last year, the company generated $300 million in coffee sales alone as it moves to target a younger, digitally-centric generation.

dunkin donuts marketing strategy

No surprise then, that Dunkin’—as it is being rebranded as—has scoped the potential of both nano- and micro-influencers to improve their social media engagement as part of their ‘coffee-first’ strategy to make headway into Starbucks’ popularity.

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Case Study: Pet Influencers Cast As Dyson’s Instagram Influencers

Case Study: Pet Influencers Cast As Dyson’s Instagram Influencers

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Instagram Influencer Marketing Case Study: Dyson Branding Sniffs Out Pet Influencer Roster

While social media influencers have quickened their growth over the last few years, it may have escaped notice that humans aren’t the only beneficiaries of the booming market. Furry friends have been increasingly valuable commodities for marketers, with some pet influencers commanding thousands of dollars a post.

Brands far and wide, from Google to 20th Century Fox, have been partnering with pet influencers to take advantage of the undeniable influence of beloved pets. Universally loved and unlikely to cause trouble with unfiltered opinions, pet influencers present a unique opportunity for a diverse set of companies looking to resonate with audiences endeared by pets.

Dyson branding has used dog influencers in the past, predominantly featuring a playful tone that is typically a hallmark of these influencer campaigns. Pets make a natural fit for Dyson, a brand who features landing pages directly speaking to pet owners. Dyson markets its products as vacuums capable of heavy-duty chores, including the cleanup of the inevitable pet fur and other messes. As the Instagram user mark glides past 1 billion, Dyson is keen to target consumers (especially those with pets) to spread awareness and perhaps, some pet-induced humor.Read More>>

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