Influencer marketing is all the hype right now, sparking interest over the past five years. Who is a social media "influencer?" It's someone with a large following on various platforms that have a sort of impact on their followers. Check out this VPM blog post, which explains the importance of social media influencers.
What is influencer marketing, you might ask? Well… Tap The Influence defines it as “a type of marketing that focuses on using key leaders to drive your brand’s message to the larger market. Rather than marketing directly to a large group of consumers, you instead inspire / hire / pay influencers to get out the word for you.” Companies have utilized the power of someone’s social media following to work with them in order to promote their product or services. Did you know that 74% of people go to social media for guidance when purchasing?
Influencer marketing is prominent across all social media platforms, which include YouTube, Instagram, Twitter, Facebook and Snapchat. Influencer marketing delivers significant results; for instance, it concludes with 11 times higher Return on Investment (ROI) than traditional marketing. With that being said, companies are now increasing influencer-marketing budgets, because the results are significantly successful. According to ADWeek, 49% of individuals rely on recommendations from influencers when making purchase decisions. In fact, 69% of consumers stated YouTube as one of the most influential platforms. The influence of YouTube influencers cannot be denied.
Why is YouTube an Influential Platform?
- Relatable creators with high engagement with audience
- There’s something for everyone
- Available content at your fingertips that is “bingeworthy”
YouTube is one of the top social media platforms used by influencers. Every day more and more people are creating YouTube accounts in hopes to become the next big “YouTuber” or influencer that garners millions of followers and make millions of dollars.
In fact, YouTube stars are now more influential than the average celebrity. According to Think with Google, “YouTube creators listen to and interact with their fans, resulting in communities that look more like friendships than fanships.”
YouTube even has specific genres, some of which include animation, DIY, health/fitness, pranks, sports, learning, traveling, beauty, family, comedy and many more.
It seems makeup and beauty brands are realizing the influence of beauty YouTubers have on their audiences. They are now taking advantage of sponsorship deals in order to have a YouTube Influencer promote their products or services on their platforms. And might I say… genius!
If you're going to be an influencer, you need to do it well, and if you're a brand who is hoping to use an influencer, you should do your homework and make sure that they're good at what they do. Here are some examples of YouTube beauty influencers who use the platform well.
Zoella is popular YouTuber, with over 12 million subscribers. She has several partnerships with various brands, though she specifies in every video whether it is sponsored or not. YouTube has strict guidelines of influencers stating in the description whether or not the video is sponsored. In the video above, she has listed in the comments below which affiliate links she receives a percentage of profits on.
2. Olivia Jade
Olivia Jade is another beauty YouTuber. Though she has a smaller following compared to Zoella at 1.3 million, she still averages in approximately 750K views per video. She still receives ample sponsorships with beauty, fashion and health brands in her videos and remains a high reach with her audience.
Social media has definitely sparked a new world of marketing, with influencer marketing being a main component of that. This marketing strategy is another great tool to target to the younger generations of Millennials and Gen Z. For more information on marketing to millennials in the new age of social media, download our FREE ebook, below!