Gahan is founder of Epic Signal, and works with Fortune 500 brands on their YouTube influencer and community building campaigns. Gahan is on the advisory board for Vidcon, the largest YouTube gathering, he was named Forbes 30 Under 30 in Marketing & Advertising.
Coronavirus has thrown the ad industry in disarray.
Offices are closed and staff working from home. Productions are being postponed or canceled. Marketing budgets are being slashed. The traditional way of doing things is over.
Despite a few bad apples, this is the perfect time to be investing in influencer marketing. Influencers are effective, efficient, nimble, and drive results.
Influencers drive measurable ROI. Influencer engagement is multiples higher than most brand content. Brand videos on Facebook have an average watch time of 4.57 seconds, while influencers get 10’s of minutes. According to recent studies influencers are more trusted than celebrities or athletes among Gen Z and Millennials (not to mention far cheaper). Under normal circumstances these are great reasons to work with influencers.
Given today’s landscape, here are a few more reasons to work with influencers:
YouTube Has Been Building A TikTok Competitor For Some Time
YouTube is working on a TikTok Competitor.
First reported by The Information, the YouTube version of TikTok has been dubbed ‘Shorts’. The TikTok competitor is rumored to live within the existing YouTube app and take advantage of YouTube’s music licensing deals.
This doesn’t come as a total shock. YouTube has been quietly incorporating TikTok style features for some time now. Over the last month or so YouTube’s app has changed features that mirror TikTok in three big ways:
The more things change, the more they stay the same.
Collaboration is, and will always be, a tool to drive growth and build an audience online… rising tides lifts all boats.
The Hype House is an LA mansion TikTok stars formed in December of last year to live and collaborate.
These TikTokers are co-creating content, featuring and promoting one another in an effort to cross-promote one another and collectively grow their audiences. The ideal outcome is an ever expanding audience.
Influencer A has X audience and Influencer B has Y audience. The two promote one another to capture both X & Y audiences and (ideally) capture additional followers in the process.
If history is any indication, the Hype House could be the start of a massive business that may change the course of media.
My thoughts boiled down to two key predictions, They were that creators would: 1) Invest far more in their own brands (beyond outside of ad revenue) 2) Look to build communities independent of social platforms (ie email, etc)