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Youtuber Promotions Slideshow - Vaughan

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Marti Vaughan

This document discusses the rise of influencer marketing on social media platforms. It notes that millennials spend more time watching YouTube videos than traditional TV, and are influenced more by recommendations from influencers than traditional advertising. Influencer marketing involves content creators promoting brands and products organically to their large online audiences. While this can be an effective marketing tactic, issues around disclosure of sponsorships and maintaining authenticity have arisen. The relationship between brands and influencers has evolved from initial pay-per-post deals to more collaborative partnerships. Platforms have also emerged to connect smaller brands with relevant influencers. Future research may examine finding the right balance of influencer promotions to avoid oversaturation.

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The Use of Promotional Influencers in : An Introduction, Issues and The Future of Marketing in Social Media Marti Vaughan
Today, millennials spend more time watching videos featured on YouTube, than traditional TV Armed with ad-blockers,“skip ad” buttons and unsponsored content
traditional advertising hardly reaches this market
However, the same consumer group dodging advertising, are the same viewers that actively search product-reviewing content across the web.
Up to 300 hours of video, such as beauty tutorials and video game reviews, are uploaded every minute on social media, reaching viewers in the billions.
The creators of the content reaching this large audience, hold the key to mass advertising in this new age.
Current Capitalization of the “Influencer Market” YouTube content creators have already become major tools for advertisers The influencer creates content featuring product placement and brand integration in exchange for $$$ A recommendation from an influencer is akin to that of a friend or family member and is trusted by more than 80% of consumers worldwide
Working with online influencers has been shown to build brand credibility and turn promotions into more of a person-to-person conversation uencers with millions of subscribers are generally a part of multi-channel networks, which func PROS
CONS • lack of disclosure can cost content creatures hard-earned trust with their following • this makes finding the perfect brand- influencer partnership, more difficult than ever.
CONS (cont.) • The more brands that use influencers for various marketing campaigns on social media, the less impact all influencers have • many influencers have become very picky when it comes to choosing a sponsor for fear of appearing inauthentic or being a “sell out”
PR Nightmare YouTube’s Felix Kjellberg, known as PewDiePie, plugged a game from Warner Bros. called Middle Earth: Shadow of Mordor Pewdiepie boasts more than 54 million subscribers with almost 4 million tuning into the video in question
“Warner Bros. instructed influencers to place the disclosures in the description box below the video. Because Warner Bros. also required other information to be placed in that box, the vast majority of sponsorship disclosures appeared ‘below the fold,’ visible only if consumers clicked on the ‘Show More’ button in the description box.” - FDC Settlement Documents
Are there any influencers who have maneuvered this area very well? What do they do to maintain their following AND relationships with brands? Style focused Instagrammer, 29-year-old Chiara Ferragni, has been flown around the world to • walk red carpet events • attend Fashion Weeks in complimentary luxury gear • be featured on the covers of magazines • collaborate with designers like Chanel & Dior • created her own fashion line since beginning her fashion blog in 2009. The blog now boasts almost 9 million followers Note: you can buy everything in the picture from the lipstick to the phone case
Where Chiara thrives is finding sponsors that fit her personal “brand” of influence. Deborah Tan, founder of content marketing agency Material World says, “I don’t think commerce and authenticity are mutually exclusive. You can be authentic and still make money from your online platform. The key, in my opinion, is to not allow the brands to pressure you into saying or writing things you don’t believe in, or promote benefits you have not personally experienced” Note: You can also buy everything in this photo
Have the relationships between brands and influencers changed throughout the development of this marketing tactic? There is no doubt that the way in which brands connect with influencers has evolved from the preliminary stages of the pay-per-post business model and grown into mutual relationships with the content creator and their legal representation These partnerships have almost become a courtship between brand and creator
How would a smaller un-developed brand get in touch with influencers when starting out? Many media companies such as Viacom and Tumblr have developed marketing platforms that connect brands with influencers in real time. Another common marketplace were influencers can “shop” for sponsors is called “Free Store” Since their launch in 2015, Free Store has become the leading influencer intermediary in the world where brands can distribute free products to influencers and see them featured in millions of videos. To date, more than 48 thousand YouTube videos have been created with Free Store products, generating over 206 million views for the brands utilizing the service.
The Future of Influencers Future research should look at the balancing act brands will soon find themselves in. There is a delicate balance between not getting your name out enough and over saturation. If it is obvious to viewers that an influencer mentions the same product in every video, it can come off as insincere. Where is the perfect balance? We may need to wait to see.

More Related Content

Youtuber Promotions Slideshow - Vaughan

  • 1. The Use of Promotional Influencers in : An Introduction, Issues and The Future of Marketing in Social Media Marti Vaughan
  • 2. Today, millennials spend more time watching videos featured on YouTube, than traditional TV Armed with ad-blockers,“skip ad” buttons and unsponsored content
  • 3. traditional advertising hardly reaches this market
  • 4. However, the same consumer group dodging advertising, are the same viewers that actively search product-reviewing content across the web.
  • 5. Up to 300 hours of video, such as beauty tutorials and video game reviews, are uploaded every minute on social media, reaching viewers in the billions.
  • 6. The creators of the content reaching this large audience, hold the key to mass advertising in this new age.
  • 7. Current Capitalization of the “Influencer Market” YouTube content creators have already become major tools for advertisers The influencer creates content featuring product placement and brand integration in exchange for $$$ A recommendation from an influencer is akin to that of a friend or family member and is trusted by more than 80% of consumers worldwide
  • 8. Working with online influencers has been shown to build brand credibility and turn promotions into more of a person-to-person conversation uencers with millions of subscribers are generally a part of multi-channel networks, which func PROS
  • 9. CONS • lack of disclosure can cost content creatures hard-earned trust with their following • this makes finding the perfect brand- influencer partnership, more difficult than ever.
  • 10. CONS (cont.) • The more brands that use influencers for various marketing campaigns on social media, the less impact all influencers have • many influencers have become very picky when it comes to choosing a sponsor for fear of appearing inauthentic or being a “sell out”
  • 11. PR Nightmare YouTube’s Felix Kjellberg, known as PewDiePie, plugged a game from Warner Bros. called Middle Earth: Shadow of Mordor Pewdiepie boasts more than 54 million subscribers with almost 4 million tuning into the video in question
  • 12. “Warner Bros. instructed influencers to place the disclosures in the description box below the video. Because Warner Bros. also required other information to be placed in that box, the vast majority of sponsorship disclosures appeared ‘below the fold,’ visible only if consumers clicked on the ‘Show More’ button in the description box.” - FDC Settlement Documents
  • 13. Are there any influencers who have maneuvered this area very well? What do they do to maintain their following AND relationships with brands? Style focused Instagrammer, 29-year-old Chiara Ferragni, has been flown around the world to • walk red carpet events • attend Fashion Weeks in complimentary luxury gear • be featured on the covers of magazines • collaborate with designers like Chanel & Dior • created her own fashion line since beginning her fashion blog in 2009. The blog now boasts almost 9 million followers Note: you can buy everything in the picture from the lipstick to the phone case
  • 14. Where Chiara thrives is finding sponsors that fit her personal “brand” of influence. Deborah Tan, founder of content marketing agency Material World says, “I don’t think commerce and authenticity are mutually exclusive. You can be authentic and still make money from your online platform. The key, in my opinion, is to not allow the brands to pressure you into saying or writing things you don’t believe in, or promote benefits you have not personally experienced” Note: You can also buy everything in this photo
  • 15. Have the relationships between brands and influencers changed throughout the development of this marketing tactic? There is no doubt that the way in which brands connect with influencers has evolved from the preliminary stages of the pay-per-post business model and grown into mutual relationships with the content creator and their legal representation These partnerships have almost become a courtship between brand and creator
  • 16. How would a smaller un-developed brand get in touch with influencers when starting out? Many media companies such as Viacom and Tumblr have developed marketing platforms that connect brands with influencers in real time. Another common marketplace were influencers can “shop” for sponsors is called “Free Store” Since their launch in 2015, Free Store has become the leading influencer intermediary in the world where brands can distribute free products to influencers and see them featured in millions of videos. To date, more than 48 thousand YouTube videos have been created with Free Store products, generating over 206 million views for the brands utilizing the service.
  • 17. The Future of Influencers Future research should look at the balancing act brands will soon find themselves in. There is a delicate balance between not getting your name out enough and over saturation. If it is obvious to viewers that an influencer mentions the same product in every video, it can come off as insincere. Where is the perfect balance? We may need to wait to see.