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This is a video made by Shane Dawson (another large youtuber on the platform). In this mini series it documents the road that they both take in creating a new makeup campaign. In this video a lot is revealed about the money side of the makeup industry. How much money someone can take home from one eyeshadow palette, how much percent someone collaborating would get etc.

I chose this video because at one part Jeffree reveals that he was able to take home twenty million dollars from just one palette launch. I believe this showed how good marketing and product can truly make someone a lot of money on social media.

Later in the video they continue to talk about Jeffree's collaboration rates. As in how much percent someone would usually get if they were to work with him on a launch. He believes that Shane is a prominent figure on the youtube platform, and could generate a lot of revenue. He decided that Shane would get 75% revenue and Jeffree would take home 25%. I liked seeing this part because it's something that's never been shown when it comes to the beauty industry.

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Welcome to my Padlet Wall! In this Padlet we'll be looking into ways to make additional money. Specifically, how social media has created multi-million dollar businesses for regular people.
We'll be looking at four different people and how their businesses have grown through social media over the years.
1. Jeffree Star (Jeffree Star Cosmetics)
2. Ben Francis (Gymshark)
3. Lauren Riihimaki (LaurDIY)
4. Michelle Phan (Ipsy)

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1. What did you learn about your topic that surprised you the most?

I think what surprised me the most was the brand that people can really create for themselves on social media. How being yourself and doing what you love can create multi-million dollar businesses.

2. Provide a real-life example of how this topic is relevant or interesting for you?

This topic is super relevant to me because I have a YouTube channel of my own. It's not super big or anything, but it's something I like to do as a hobby. If it were to spark into something I could use to create a brand, I'd be ecstatic.

3. If you could pass on your knowledge to a family or friend, what do you think is the most important thing to pass on?

I think the most important part that I would pass on would be that social media marketing is a thriving business. If anyone around me was thinking of starting a business or brand, make sure your social media presence is prevalent.

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In this article it talks about Jeffree Star's many streams of income. From his makeup company, merchandising, YouTube channel, and numerous investments across all boards. Due to his 13.6 million subscribers on YouTube, he can earn an estimated $36k a week in Adsense revenue (this is money paid by Google to YouTubers monthly).

I chose this article because it shows how social media doesn't have to be the only stream of income one might have. As social media can be seen as freelance work, having your money in many different places is the best way to go about expanding your business overall.

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Source: Instagram

After seeing how much Jeffree Star spends on handbags, you might worry about his financial future. Honey, a b---h is just fine. The YouTube personality and makeup mogul is, in fact, loaded. He's reportedly pulling down $50 million a year - more than enough to justify having a few Birkins in the closet.

But how did he get all his money, you might ask? The short answer is he's got his perfectly manicured fingers in a lot of pies.

Source: Instagram

By Amber Garrett

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Jeffree Star's Rich AF - And His YouTube Earnings Are Just a Drop in the Bucket

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After seeing how much Jeffree Star spends on handbags, you might worry about his financial future. Honey, a b---h is just fine. The YouTube personality and makeup mogul is, in fact, loaded. He's reportedly pulling down $50 million a year - more than enough to justify having a few Birkins in the closet.

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In this article we learn about Gymshark's Black Friday sale of 2018. Gymshark's brand only has sales two times a year, and mastered there social media marketing for Black Friday. Gymshark decided to market their Black Friday sale the opposite way they market everything else, they made sure to use blacked out images to draw attention.

I chose this article because of the crazy way that they marketed this campaign. I saw it all over my instagram feed when it was happening, and was tempted to buy things myself. It was the fear of missing out that they gave to every person who saw a post. The article doesn't mention how much money was made with this sale, but I'm sure it was a lot.

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How Gymshark mastered Instagram to drive instant sales

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Black Friday is one of only two sales a year for fitness brand Gymshark, and for last November's promotion its finely tuned timing and stand-out creative led to a huge influx of sales via Instagram.

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This is an interview that Lauren did with a popular fashion and beauty website, Flare. In this interview Lauren talks about how she's been a DIYer for life, her filming process, and how social media has become a full time job for Lauren.

I decided to include this article because of how attainable she makes this sort of success seem. Lauren graduated from Ryerson University in 2015, and has been working on social media ever since. I think it's amazing how something she started doing for fun to distract her from school, ultimately became a thriving full time job. Making her one of the most popular creators in Canada to this day.

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Lauren Riihimaki is adorable, an adjective I don't usually use for grown women, but in this case, it's totally accurate. Not only is she small, sweet and bubbly, but the 21-year old St. Catharines, Ont. native is literally adored by millions of fans. Lauren, aka LaurDIY, is that newly minted type of star - a wildly popular YouTube creator with over 2 million subscribers and 96 million views. Her specialty is DIY errrythang from clothes and accessories to beauty and decor. She vlogs about prom, back to school, her morning routine and even her breakup. One more sign she's big time? LaurDIY's fans have a nickname: #prettylittlelaurs.

We sat down with Lauren on a sunny day (she was wearing a black strappy tank, jean cut-offs and a silver dangly choker necklace that she admitted she didn't DIY, for once) to chat about her crafty beginnings and her Sparkle Shop partnership with Starbucks Canada.

Let's start at the beginning. Were you born a craft-lover?
The running joke in my family is that LaurDIY has been a thing forever. I grew up an only child and I was always asking my parents, take me to the craft store, buy a craft kit, let's do crafts!

What was your first foray into YouTube; what drew you to it as a medium?
I fell into YouTube kind of by accident. [In 2012] I started a blog, just as a creative outlet and break from university. I was doing DIY tutorials using photos and text blurbs on a WordPress website and eventually I was like, Oh, I should use video as a medium to show what I'm doing. It would be more interactive and make it easier to see what's going on. I didn't realize YouTube was a platform where you had subscribers and people posted weekly content. I was only using it to post a video and then embed the URL into my blog! So I eventually realized that you can monetize your content and post weekly content and I made the transition [away from blogging].

Did you learn all the YouTube business stuff on your own?
It was definitely a learning curve. The YouTube community in Toronto is pretty small, I didn't even meet another Toronto YouTuber until a year and a half in. So everything was just me learning by myself for the longest time.

When did you realize, Oh wow, this is becoming big? Do you remember a moment?
When you hit your first 1000, your first 25,000, 50,000, 100,000, you just like, How far is this going to go? This is crazy! You think about 1000 people making a conscious decision to want to see your content, that's an insane amount of people. I feel like every milestone, I'm like, Oh my God, this is so many people!

What was one of the first big videos that really took off?
One of my first three, actually. There was this shirt, it was a skull back shirt, I had wanted to make it and was looking for tutorials and there was nothing online. So, kind of strategically, I thought I would make this one of my better videos because I know people are searching for it so I want to try and fill that gap. That video's still up and it's really awkward and so bad! [Note: we disagree! See it below]

Walk me through making a video.
The video idea can come from anywhere, people requesting it or just seasonal stuff. Back to school is huge right now. The DIY I usually film by myself just on a tripod in my condo, and then I have a cinematographer who films the B-roll. [That's the footage between steps, the background footage]. And then I do all the editing, producing, uploading, all that stuff. I do all my social media myself, too.

So this is your full-time job now?
Yes, I just graduated in April with a Bachelor of Technology from Graphic Communications Management at Ryerson University. YouTube is full-time hours when you're making one video a week. And then full-time school on top of that, it's about making priorities and figuring out how to time manage.

Let's talk about Starbucks and the Sparkle Shop Events. How did that happen?
Starbucks approached me and wanted to collaborate on celebrating the launch of two new drinks in Vancouver and Toronto, the Teavana Sparkling Tea Juices. We wanted to create a collaborative video, still very DIY-centric around glitter and sparkle tying to the bubbliness of the drinks. So I did some fun summer DIYs that tied it all together.

Do you have a favourite?
I do, it's the Teavana Sparkling Tea Juice in Passion Tango + Pineapple. The red one!

Moving on to fashion: how would you describe your style?
Everyone tells me I dress like a California person, that's always what I get. A little bit edgy, but also a little bit girly.

What's on your fall shopping list?
For me, I always go back to the same things in fall: layering, leather moto jackets, flannels, boyfriend jeans, laced heeled booties, stuff like that. And beanies, too. I miss beanie season so much! I'm sick of this dry shampoo, where's my beanie? [laughs]

Now that you've had a few months to be fully immersed in your channel, what's next?
This is such a hard question to answer! I just want to keep making content that people want to see. It's hard to know what's coming next because you never know how things can change. And it can happen so fast.

More YouTube Stars:
YouTube's Most Popular Vlogger, Bethany Mota, on Confidence and Creativity
The Ultimate Interview with Lilly Singh, aka YouTube's SuperwomanII
Beauty Vlogger Adelaine Morin: The Industry's Newest VIP

Watch our Vlogger Claudia Test Dupes in Beauty Battle

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YouTube Star LaurDIY on Building a Business From Scratch - Flare

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Lauren Riihimaki is adorable, an adjective I don't usually use for grown women, but in this case, it's totally accurate. Not only is she small, sweet and bubbly, but the 21-year old St. Catharines, Ont. native is literally adored by millions of fans.

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In this article we dive more in depth on Michelle's life. It talks all about Michelle's backstory and how her growth on YouTube allowed her to be able to start her successful company. Also how IPSY's use of influencer marketing helped grow the brand even more.

I decided to include this article because I think it's interesting to see how the brand of IPSY used influencer marketing to grow their brand. As this was the beginning of the growth of social media, they were one of the first brands to take influencer marketing to the next level. Although Michelle Phan isn't a household name, the amount of things she has done for the social media community is crazy. She's paved the way for the beauty community in a way that no one imagined. Social media in the world of makeup has become a multi-million dollar industry, and Michelle Phan was really at the heart of it all.

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For the latest news and trends on top YouTubers, Instagrammers, bloggers, & Snapchatters, subscribe to our industry digest newsletter!

How Ipsy Studios Helped Michelle Phan Build A Beauty Empire

In less than a decade, Michelle Phan has become one of the most successful social media stars in the world ( The Richest reports her net worth at $3 million) and used her influential status to create a beauty empire and launch a makeup subscription service (Ipsy) now valued at $800 million. For brands, replicating Phan's success means first understanding how she leverages the attention of an influencer's large audience and capitalizes on the unique relationships social media stars have with their followers, then emulating her strategy by partnering with digital stars to increase brand awareness, boost social visibility, and drive product sales.

Michelle Phan's Path To Social Media Success

Though Phan is now one of the most well-known beauty vloggers/ YouTubers in the world, her path to success wasn't an easy one. An article by Inc.'s Zoë Henry describes Phan's tumultuous upbringing in a poor Vietnamese family and how, in grade school, Phan sold candy to her classmates in order to buy herself a computer. Later, after cultivating a small following by blogging on the then-popular website Xanga, Phan began publishing dog videos and makeup tutorials on YouTube, earning 5 cents per day through the platform's new partner program.

[Tweet "Michelle Phan's first YouTube videos made 5 cents a day. Her company, Ipsy, is now worth $800M."]

Needless to say, the makeup tutorials received quite a lot of attention. Four years after she began sharing her beauty secrets with the world, Phan was able to launch her own business, Ipsy, by leveraging her reputation as a makeup and beauty expert and directing her devoted followers to sign up for the company's $10 Glam Bags. Today, Ipsy has over 1.5 million monthly subscribers and is valued at $800 million ( Fast Company).

How Ipsy Studios' Influencers Helped Propel The Brand's Growth

While Phan's status as a top social media influencer may have powered Ipsy's growth early on, the brand's creation of Ipsy Open Studios, a 10,000-square-foot state-of-the-art production studio in Santa Monica, California, suggests that Ipsy is now taking aim at a much larger audience than Phan's 8.5 million YouTube subscribers.

To see how social media influencers can launch new brands, see our blog post here.

To promote the Ipsy brand and encourage audiences to sign up for Ipsy's beauty subscription service, Phan and her team have partnered with an "extended family of online beauty influencers" who are granted access to the studio's equipment, stylists, mentorship, and publicity in exchange for making Ipsy-related videos every few weeks; according to Fast Company's Nicole LaPorte, this ever-growing team of vloggers generates 300 million social media impressions a month for the company.

[Tweet "Ipsy Studio's influencers generate more than 300M impressions a month."]

What Brands Can Learn From Phan's Influencer Marketing Success

The obvious takeaway for brands, of course, is that developing branded content and creating brand sponsorship opportunities with social media influencers-especially YouTubers, Instagrammers, Snapchatters, Viners, or bloggers that regularly communicate with their followers and have a reputation as an expert in a company's particular field-is an extremely effective strategy for generating high levels of social media engagement, expanding the brand's message to millions of interested consumers, and (perhaps most importantly) driving sales.

Perhaps less obviously, the success of Michelle Phan's Ipsy and the creation of Ipsy Studios highlights a growing trend of marketing de-centralization and the democratization of information through social media channels and digital influencers. For modern tech-savvy companies (especially smaller brands that lack large advertising budgets), reaching customers by collaborating with social media stars is quickly becoming the "new normal" as audiences turn to platforms like YouTube, Instagram, and Snapchat for advice, tutorials, and recommendations about what products or services to purchase.

Also See Our Posts On:
Top Beauty YouTubers To Watch In 2016 A Look Inside Michelle Phan's Ipsy Beauty Box How Brands Are Marketing With Today's Top YouTubers Brand Guide To Developing An Influencer Marketing Strategy

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How Phan Built $800M Ipsy Studios With Influencer Marketing

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For the latest news and trends on top YouTubers, Instagrammers, bloggers, & Snapchatters, subscribe to our industry digest newsletter! In less than a decade, Michelle Phan has become one of the most successful social media stars in the world ( The Richest reports her net worth at $3 million) and used her influential status to create a beauty empire and launch a makeup subscription service (Ipsy) now valued at $800 million.

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This is Gymshark Founder, Ben Francis, in front of the first ever Gymshark Gym and Innovation Center (a $7 million dollar building!).

I thought this was a great picture to include as it shows what can come out of a business that started out of his own garage. With his hard work and smart marketing, he was able to create something so much bigger than himself.

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This is a video created by Ben Francis, the founder of Gymshark, a popular activewear brand. In the video Ben goes over his life, and how Gymshark came to be. He goes into his childhood and how he created apps as a teenager, to how he found out about to lack of choice there was when it came to activewear. It was then that he decided that he wanted to be a part of the activewear market. That is where Gymshark was born, making it the fastest growing company in the UK.

I chose this video because it clearly displays how Ben was able to achieve success. Although he isn't a YouTuber by trade, he talks about his first step into influencer marketing, and how it didn't feel like that in the beginning. It just felt like sending product to bodybuilders he was a fan of at the time. Influencer marketing is what can put your product into the eyes of millions of potential customers. Ben has used this to make his business a million dollar company steadily growing.

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How I Started The UK's Fastest Growing Company: My Gymshark Story | Ben Francis

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This is a video featuring Lauren Riihimaki, a Canadian social media influencer discussing her journey on social media. The video begins with Lauren talking about how she started on social media in the very beginning, filming videos on her Macbook webcam and uploading them to YouTube. Over time her following has amassed to about 17 million users across multiple platforms.

I decided to include this video because I think it gives a lot of insight into the world of YouTube and how it started for many creators. In the beginning no one truly knew the value of influencer marketing, and just made videos for fun on the platform. Once companies realized how important influencers were, these YouTubers were able to make serious money while doing the things they loved.

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How LaurDIY Hustled Her Way to the Top of YouTube | Inc.

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This is a video featuring Michelle Phan, founder of IPSY, discussing how the $500 million dollar company came to be. In this video she talks about her start to YouTube. Michelle was the very first beauty influencer on YouTube. She was able to make a brand by teaching people how to do makeup.

I included this video because I think it was great to hear how she talked about her business. She exclaims that finding the problem and creating a solution was key to her success. As she was actively making makeup tutorials on YouTube, she was able to hear from her subscribers exactly what their concerns were with makeup. They might not have been able to get their hands on all of the makeup she was using due to high price ranges. Michelle was able to catch onto this early enough to spark an entire business out of it. IPSY is a monthly makeup subscription box that included full sized makeup for only $10 a month.

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YouTuber Michelle Phan On Creating Ipsy | CNBC

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This is a screenshot of LaurDIY's website. It displays the various stores where her retail lines are sold.

I think this was good to include because it shows how she strived to make money outside of social media.