youtube influencers carole lamarque

YOUTUBE INFLUENCERS HAVE A MUCH BETTER CONNECTION

Carole Lamarque . Founding partner

THE DIFFERENCE • Listen to the needs of their clients

• React on likes/dislikes & comments on their video

• Bring relevant and authentic stories

• Address the needs of their audience

Customers expect brands today to be real to cut through the noise & make an impact on them

It all comes back to AUTHENTICITY

Carole Lamarque

YOUTUBE CREATORS1. Regular people

2. Pull in hundreds of thousands of video views without payed advertising

3. Brands struggle to be heard without them

4. Are more influential than traditional celebrities for millennials who spend a lot of time watching online video

5. Celebrities are losing their influential power when the ad is not perceived as authentic

Carole Lamarque

TOP 25 YOUTUBE STARS GENERATE

3 times more views

2 times more clicks / actions

12 times more comments

Ernst-Jan van Leeuwen

Carole Lamarque

Branding Specialist Google Brussel”It isn`t necessarily easier for influencers to build a brand with consumers. But influencers are doing it better indeed. By listening to the wishes of their followers, by responding to their comments, and by telling authentic stories.

The key is authenticity. Consumers expect that brands make a difference by being sincere.”

2015 vs 2016

Carole Lamarque

Beauty related videos created: increase of 200% to 3.2 billion

Views on those videos: increased by 65 to 125 billion

‘Beauty brands’ share of voice: decreased from 5% to 3%

The YouTube Generation Study shows 6/10 YouTube subscribers would follow advice on what to buy from their favourite creator over their favourite TV or movie personality

BURSTING THE INFLUENCER BUBBLE

Carole Lamarque

While a bursting of the influencer bubble is often predicted, the YouTube creators in the beauty space have shown no sign of slowing down

Pixability data found that of the 200 most-viewed beauty videos on YouTube:

• 86% are made by influencers

• 14% are made by beauty brands

That wide gap persists when it comes to engagement

• 22 million engagements on top influencer videos

• 1 million engagements on brand videos

BURSTING THE INFLUENCER BUBBLE

Carole Lamarque

Brands today should behave more like:

• Annual video publishing schedule is much more reliable and active than classic brands

• Do not expect engagement but ask for it

• Levarage the power of collaboration with other vloggers

• Are more agile • More relevant and able to follow the trend as they

do not need to follow specific production processes & internal business approvals

In Belgium alone, There are more than 50 Belgian YouTube creators that reached the milestone of 100K subscribers to their channels.

Carole Lamarque

Influencer: Samir Korbi

Carole Lamarque

Belgian influencer who posts vlogs on the YouTube channel UP2D8 / Over 20.000 followers

In August 2016, during the Pokémon go hype, he worked closely with the car brand OpelHe put the Opel Adam subtly in one of his video

“We labeled the collaboration as the ‘Pokémon Go Challenge’. It was Opel`s idea, but one that was completely compatible with me. I played Pokémon go everyday myself. On top of that, there was plenty of space for participation and I got the chance make a couple of fans happy. they participated in the challenge with me.”

Influencer: Samir Korbi

Carole Lamarque

Samir himself, just like many of his fans, did not have his driver’s license at the time.

That information was not included in the video, on the contrary, Samir had his first driving lesson in front of the camera.

Authentic, and a great chance to showcase the Opel Adam from every angle.

YOUTUBE IS PAY-TO-PLAY & PAYS OFF

Carole Lamarque

Every minute 400 hours of content is being uploaded to YouTube making the platform the best place to hide great video content

Huge reach is on the platform, but you would need a good distribution strategy to get your message spread

It will not become viral just by uploading it


Carole Lamarque

With TrueView, you give consumers free choice, it's a win-win approach:

Views from an audience you know is receptive

• Viewers see videos they're curious about

You choose what you want to pay for a single view so you get the right audience at the right price

TrueView ads are opt-in, there are no time limit restrictions & there is freedom to experiment with:

• Creative formats• Try a longer product demo • Testimonial • How-to video

demonstrating your product in action


Carole Lamarque

Influencers dominate organic reach

• Drives more engagement

• Rising up retention levels

• 65% of people watch more than 3/4 of a video

• One of the most coveted resources for online shoppers

• YouTube is strongest at both introducing new products and helping to close the sale in the last stage

According to Forrester Research’s

Dr. James McQuivery, “one minute of video is

worth 1.8 million words”

TOP INFLUENCERS ARE GETTING MORE EXPENSIVE

Carole Lamarque

Fewer brands are now focused on working with top influencers, instead looking to partner with new creators with more niche audiences

Millennials think YouTube stars are trendsetters more than other celebrities


Carole Lamarque

Case of Unilever with All Things Hair, working closely together with leading vloggers

Unilever understood that customers go to YouTube to watch vloggers in stead of brands to get inspiration or tips on hair, and created content together with these vloggers

EXAMPLE


Carole Lamarque

Rather than who’s on top, brands want to know what’s trending and who’s new:• Before they were more interested in the biggest influencer• The latest influencer impact is starting to become really

important to brands

The biggest influencers have amassed followings so big, they’re on par with celebrities

According to Forbes, top beauty YouTube stars pull in around $40,000 per month in advertising alone• Zoella• Bethany Mota• Michelle Phan


Carole Lamarque

MICRO INFLUENCERS ARE

• More affordable to work with

• Often times younger with younger audiences

• Have often built their personal brands around niche topics that help consumer brands determine who makes sense to partner with

THE BRANDED INFLUENCER CHANNEL IS GROWING

Carole Lamarque

In trying to become influencers in their own right, brands are creating separate YouTube channels• Outside of their brand-name channels • Recruiting influencers to create content for them

Another way to avoid high costs in working together with excisting vloggers, is by creating them yourself

THE BRANDED INFLUENCER CHANNEL IS GROWING

Carole Lamarque

Estée Lauder’s branded influencer channel “i love makeup.” • Subscribers & views: 541,800 • Main channel subscribers & views: 28,800

L’Oréal’s “Destination Beauty” branded influencer channel• Subscribers: 136,000 • Main channel subscribers: 73,000

Coca Cola Netherlands recruited creative youngsters from the Art Academy and together with the support of their agency started to create content for their channel Coke TV

EXAMPLE

CONFUSION AROUND PAID INFLUENCERS

Carole Lamarque

Brands are frequently combining their work with influencers into both an organic and paid strategy by repurposing videos

In order to get the most reach

1. A brand will work with an influencer to host sponsored content on the influencer’s channel

2. Host that same video content on their own channels, in hopes that they’ll get traffic from the influencer

3. Run the video as True View ads

That can create confusion around what content influencers are being paid for, but critics will help influencers into

• Becoming more transparent

• Becoming more selective when partnering with brands that actually fit their daily routines

CONFUSION AROUND PAID INFLUENCERS

Carole Lamarque

Tutorials still dominate beauty content on YouTube, and they’re only getting bigger:

• 2015: 68% • 2014: 45%

The biggest growth area found by Pixability were men’s grooming and skincare.

SOURCES

Carole Lamarque

• Aol. Research, Myth-Busting Social Media Advertising, September 2014

• Google/Nielsen, "The Influence of YouTube Creators Study," U.S., Feb. 2016.

• Google-commissioned Ipsos Connect, "The YouTube Generation Study," U.S., YouTube creator subscribers aged 13–64, n=654, Nov. 2015.

• Forbes.com contributor, Jayson DeMers, Founder & CEO of AudienceBloom

• Tubularinsights.com Report on 65% of people watch more than 3/4 of a video

• Invodo.com Report on Omnichannel 2016

• FastCompany, Female Shoppers No Longer Trust Ads Or Celebrity Endorsements

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Carole Lamarque

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