Tapping YouTube star power
Anybody wanting to know how to boost their social-media followers should have attended yesterday’s The Audience-building Secrets Of YouTube Stars.
The session, hosted by Swedish online production-music specialist Epidemic Sound, focused on social-media superstars Pia Muehlenbeck, Carly Rowena and Kane Vato and their relationships with brands.
As long as YouTubers and their brand partners support each other, the more likely it is that their fans will stay loyal to the brand message. “Ad agencies know we can drive traffic they can’t get organically,” said photographer blogger Vato, who has 51,000 Instagram followers. Meanwhile, his YouTube travel channel with Instagram star Muehlenbeck has attracted almost 200,000 subscribers. “It’s not about the money, because we would prefer some to be used for ads that help us,” Vato added.
Fitness blogger Rowena said: “I want to reach as wide an audience as possible, so I want to work with brands that can help me grow, especially if it also helps me support the charities I work with.”
Muehlenbeck recommended that brands independently create experiences related to bloggers’ content: “Brands can make something happen that we can integrate organically into our content. That can add a lot of value for our followers.”