Video isn’t just a nice-to-have or last-minute add-on anymore. It’s quickly become the single-most effective way to spread a brand’s message through on a trusted, person-to-person basis. It has therefore become core to many digital marketing campaigns.
In parallel many brands are flocking to so-called social media stars whose value essentially lies in their large number of engaged followers. Until recently these influencers offer brands the potential to amplify their messages at a relatively low cost.
However, as more brands recruit influencers on social platforms like YouTube for marketing campaigns, the impact of each influencer may be diminishing. From my own experience, it takes a community of rockstar and mid-tier influencers to ignite word of mouth marketing.
As brands’ strategies change, so too do influencers’ brand strategies. Many vloggers who once jumped on the opportunity to talk on camera about the brand brands they like, are becoming more selective for fear of appearing to sell out.
“I can only endorse products and services that I use and love,” explained Tati Westbrook, better known as GlamLifeGuru to her 659,000 YouTube channel subscribers. Westbrook recently punted on a skincare sponsorship until she could test out the tele-health company’s products on herself.
Here’s the full YouTube Health and Beauty Star list:
|nikiandgabibeauty||Niki and Gabi DeMartino|