![]() ![]() “A YouTube video isn’t just someone posting a photo,” Subramanian explained. ![]() Trust, Subramanian said, is a powerful marketing tool. YouTube gives influencers and personalities, often random people who just started making videos in their home, a platform to forge that emotional connection with viewers - and build trust. “You don’t see that with traditional celebrities.” That emotional connection drives their followers to go out and make purchases,” Subramanian said. “Influencers have a really strong emotional connection with their audience. Instead, he said, they’re turning to influencers, often ones like Charles, who’ve built their own brands through YouTube. Subramanian said this is largely because millennials and members of Generation Z don’t typically interact with the more traditional forms of internet advertising like banner ads. ![]() A sizable chunk of this market comes from beauty YouTube - the world of Westbrook and Charles.īeauty videos on YouTube get around 4.6 billion views every month and around 18 million beauty videos are uploaded to YouTube every year, according to TradeGecko. The influencer market is projected to be worth $50 billion by 2020, according to an analysis by Captiv8. It's hard to even quantify what the drama is worth, he added. “ has gotten so much recognition, and so much earned media, all from one Instagram story James Charles posted,” Subramanian told NBC News. Friendship was at stake, but so was money.īut after all of this fighting, Sugar Bear reigns as the real winner of the feud, said Krishna Subramanian, the co-founder of Captiv8, a branded content platform that connects brands to creators and influencers. When Charles posted a sponsored Instagram story for Sugar Bear in April, which experts estimate the vitamin brand could pay six figures for, he wasn’t just slighting his mentor, he was potentially taking customers away from Westbrook’s burgeoning rival company, which could cost her millions. According to data on Captiv8, the company has received tens of millions of likes on sponsored posts, and the company's highest engagement comes from its YouTube endorsements. YouTubers and influencers can make or break a brand, like Sugar Bear Hair, the company in the middle of the drama. As people Googled “Who is James Charles” and tried to figure out why he was canceled, many stumbled upon something often viewed as a niche corner of the internet, but is actually a massive market. ![]()
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