How YouTube branding…

Branding yourself on youtube

How creators brand themselves on YouTube now than before

Self-branding and YouTube

YouTube creators and their influence on advertising: What effect have they had for advertisers over the last decade?

Introduction

Background behind YouTube culture

Dedicated audiences

Creators X Original Brands

Conclusion

-        Young people turning away from facebook and moving to Instagram, twitter and snapchat

-        Marketers are looking at more stealthier methods of advertising rather than facebook’s “in your face” methods

-        According to Toronto social media marketer, Steve Tam, brands have sought to establish marketing relationships with so-called “teen influencers” – young people who aren’t celebrities but have nonetheless built up such large social media followings that their feeds become interesting to marketers looking to reach specific audiences

-        According to a survey of 7,200 students by U.S. investment bank Piper Jaffray: teen interest in facebook has been falling precipitously. 45% of surveyed teens were using facebook as of autumn 2014 – down dramatically from 72% six months previously – the drop was so steep, according to Bloomberg, that facebook stopped discussing teen usage on its earnings calls

-        Young people with a large following understand that social media relies on clever, funny and ironic content – memes, gifs or the tsunami of photos and short form content. With highly engaged followers, their feeds are perfect environments for promotional pitches.

-        Others [social media influencers] have such huge followings that they hire agents to negotiate fees and arrange appearances

-        Not just about reaching young consumers, but its also about getting the most bang for their marketing bucks

-        Its one thing to pay a supermodel or star athlete millions of dollars to promote a product, and quite another to avoid those outlays by offering a few dollars or t shirts to a student with lots of social media followers

-        Jack Harding, director of user engagement for Poolhouse (Toronto advertising agency), says innovative marketers are establishing direct online relationships with social media users who’ve posted positive messages or images about a client’s brands. They constantly scour social media networks for favourable mentions then reach out to unsuspecting teens with offers of discounts or gifts.

-        Page 178 “you cant break a window and expect people to look at it and get something from this. But if you have, lets say, ten windows and you break each second window there is a reaction” – Neville Brody – “you have to meet the person you are communicating to halfway. You have to use a shared language in order to take someone to a further point.”

-        Page 179 – Brody talks about how the language we use to speak to each other was born 300 years ago – talks about how we cover it, same traditions, with new ways of communication, says “I’m trying to find ways to communicate that which is relevant to know.”

-        Page 184 “what advertising does, it steals language from people that it doesn’t understand, and it feeds it back. And it’s saying: we speak your language. We are your mate. We are your friend. Buy our product.” – Neville Brody

-        Page 193 “everybody can sell nowadays” – Marcello Serpa , when talking about how Hollywood stars can sell.

-        Page 193 – “There is no idea without any execution. The execution is very important. I think that’s what it’s all about. I think that execution is very, very important. If you have an idea, without execution its just a poor idea.” – Marcello Serpa

-        Reed Duchscher is Mr Beast’s manager

-        14:28 they opened 300 beast burger restaurants in a day + Beast Burger was on door dash

-        “The sheer amount of orders on that first night was so wild”

-        “We had like 100 cars outside restaurants, waiting for their orders – and there wasn’t enough delivery drivers to order the amount of hamburgers being ordered.” And then every place was running out of buns and hamburgers ….. “it was just utter circus”

-        15:42 “we’re just trying to break barriers and kind of like set the bar … we want to show other creators what’s possible.”

-        17:49 “we wanted to create a product that was really good that we thought his fan base could really gravitate towards.”

-        They hired separate teams of people to run these businesses. Jimmy is not the CEO of beast burger or feastables. They hired a really good CEO for that (Jim Murray- was president of RXBAR) https://www.linkedin.com/in/jim-murray-a950135

-        18:55 “go find people that can help you run that business” “you need good people in these business to last and have success.”

·        Page 184 “what advertising does, it steals language from people that it doesn’t understand, and it feeds it back. And it’s saying: we speak your language. We are your mate. We are your friend. Buy our product.” – Neville Brody

·        PRIME

·        BEAST BURGER

·           “We had like 100 cars outside restaurants, waiting for their orders – and there wasn’t enough delivery drivers to order the amount of hamburgers being ordered.” And then every place was running out of buns and hamburgers ….. “it was just utter circus”

·         Logan paul podcast with simon, tobi and ethan “we do so many drinking videos” – simon, Ethan: “the people who were watching us when they were 13,14 are now [in their] twenties.” Tobi: “our biggest demographic is 18-25 as well”. Logans friend says people build brands on what their content dictates