Predictions

What is the future of influencer marketing?

In a lot of ways (and I’m going to borrow this quote from William Gibson), “The future is already here – it’s just not evenly distributed.”

So much of advertising is stuck in the past – we still spend an obscene amount of money on content that’s unproven, on mediums that have no measurable ROI, on old ways of working with agencies, and on celebrities that may or may not have an impact on a brand’s business.

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Shane Dawson Is The Exact Reason YouTube Changed Their Algorithm

Shane Dawson is making the best content on YouTube today – his ‘The Secret World of Jeffree Star’ series is proof of that.  

This is not something I thought that I’d ever write. Shane wasn’t always a phenomenal filmmaker/documentarian. Shane once represented the negative stereotype of a YouTube creator – making clickbaity content (ie Dog Herpes, Death By Cinnamon Challenge, and I’m Britney Spears Gyno, etc).

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Tanacon vs Vidcon – A Microcosm of Influencer Marketing

Tanacon is an example of influencer marketing gone awry, and exactly the type of outcome that so many brands have experienced and why so many marketers have a bad impression of the tactic.

If you’re unfamiliar with Tanacon (recently dubbed the FyreFestival of influencer events) here’s the necessary background information–

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It’s Not A Short Attention Span… It’s Shitty Ads

I wrote about this topic a bit on Entrepreneur.com, but have expanded the topic much further here.

Ad formats are getting shorter and shorter (:06’s and :15’s) and countless studies are showing consumers don’t want to engage with ads.

However, it isn’t the result of people having short attention spans – its shitty ads.

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Dear Marketers: Please Don’t Do Influencer Marketing —We’re Begging You

This piece was original appeared on the Epic Signal blog and was inspired by an article a friend of mine wrote about book marketing and is more or less paying homage to his style (hence the similarities).

There’s a reductive narrative circulating in the advertising world lately: if you need to meet your marketing goals, then you should do influencer marketing.

Want to reach millennials? Influencer marketing speaks to teens! Want to be more efficient with your advertising budget? Influencer marketing is cheap! Want to be ahead of the curve? Influencer marketing is the future!

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I Don’t Understand Why Cannes Is Bigger Than VidCon For Advertisers

The future is not at Cannes and I’m shocked at how many brands and agencies are spending so much money to go to the South of France, when VidCon, the largest digital video conference overlaps with the conference.

Would you rather have one foot in the past or one in the future?

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Vidcon 2018: A Veteran’s Recap

Vidcon is a great fucking conference.

It’s got diversity, great/big announcements, excitement and knowledgeable panels and speakers. This year definitely felt like the tipping point for the conference – getting so massive and (what felt very) mainstream. Having been to every single Vidcon so far (including the international ones) here’s my quick recap/takeaways:

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The World Cup, E-Sports, and The Battle For Eyeballs

The World Cup has begun and major brands such Budweiser, McDonald’s, and Coca-Cola have launched ad campaigns to take advantage of the global event.

While the matches are sure to generate billions of viewers the question remains – in this fractured media landscape will the World Cup, and sports as a whole, manage to remain the media and advertising powerhouse it has historically been?

Initial numbers throughout Europe seem to show that viewership will be down from the last World Cup.

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How do influencers make money and how much are they making?

One of the most common questions I’m asked is, and something I discussed with a reporter for a recent article on Highsnobiety, is – how much do influencers make? How much does a Youtuber make? How much does an instagrammer make, etc?

How much money an influencer makes is not a simple question to answer. There are some influencers who make tens of millions of dollars each year, and while they capture the headlines, they are in the minority.

In this post I hope to shed some light on how influencer generate revenue, and what avenues they use to make money.

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The Confessional #15: Longtime YouTube Creator

My latest interviewee for The Confessional is a manager of several top YouTube talent (several of which generate over 100 million views a year). In this extensive interview, we discussed the business of YouTube, the goals of his talent (both on and off YouTube), and the how much money top creators are really making.

Some of the major points we covered were:

  • Subscription video on demand (SVOD) and YouTube competitors
  • YouTubers “making it” on television
  • YouTuber revenue streams
  • How much money his top creators are making in a year
  • How creators can better work with brands, and vice versa

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