YOUTUBE CREATORS :: Regular people Pull in hundreds of thousands of video views without payed advertising Brands struggle to be heard without them Are more influential than traditional celebrities for millennials who spend a lot of time watching online video Celebrities are losing their influential power when the ad is not perceived as authentic Speakers Slots & Workshops :: carole.lamarque@duvalunion.com

1. YOUTUBE INFLUENCERS HAVE
A MUCH BETTER CONNECTION
Carole Lamarque . Founding partner

2. THE DIFFERENCE
• Listen to the needs of their clients
• React on likes/dislikes & comments
on their video
• Bring relevant and authentic stories
• Address the needs of their audience
Customers expect
brands today to be
real to cut through
the noise & make an
impact on them
It all comes back to
AUTHENTICITY
Carole Lamarque

3. YOUTUBE CREATORS
1. Regular people
2. Pull in hundreds of thousands of video views
without payed advertising
3. Brands struggle to be heard without them
4. Are more influential than traditional celebrities
for millennials who spend a lot of time watching
online video
5. Celebrities are losing their influential power
when the ad is not perceived as authentic
Carole Lamarque
TOP 25 YOUTUBE
STARS GENERATE
3 times more views
2 times more clicks /
actions
12 times more comments

4. Ernst-Jan van Leeuwen
Carole Lamarque
Branding Specialist Google Brussel
”It isn`t necessarily easier for influencers to
build a brand with consumers. But influencers
are doing it better indeed. By listening to the
wishes of their followers, by responding to
their comments, and by telling authentic
stories.
The key is authenticity. Consumers expect that
brands make a difference by being sincere.”

5. 2015 vs 2016
Carole Lamarque
Beauty related
videos created:
increase of
200% to 3.2
billion
Views on those
videos:
increased by
65 to 125
billion
‘Beauty brands’
share of voice:
decreased from
5% to 3%
The YouTube Generation
Study shows 6/10
YouTube subscribers
would follow advice on
what to buy from their
favourite creator over
their favourite TV or
movie personality

6. BURSTING THE INFLUENCER BUBBLE
Carole Lamarque
While a bursting of the influencer bubble is often predicted, the
YouTube creators in the beauty space have shown no sign of slowing
down
Pixability data found that of the 200
most-viewed beauty videos on YouTube:
• 86% are made by influencers
• 14% are made by beauty brands
That wide gap persists when
it comes to engagement
• 22 million engagements on top
influencer videos
• 1 million engagements on brand videos

7. BURSTING THE INFLUENCER BUBBLE
Carole Lamarque
Brands today should behave more like:
• Annual video publishing schedule is much more
reliable and active than classic brands
• Do not expect engagement but ask for it
• Levarage the power of collaboration with other vloggers
• Are more agile
• More relevant and able to follow the trend as they
do not need to follow specific production processes
& internal business approvals

8. In Belgium alone, There are
more than 50 Belgian YouTube
creators that reached the
milestone of 100K subscribers
to their channels.
Carole Lamarque

9. Influencer: Samir Korbi
Carole Lamarque
Belgian influencer who posts vlogs on the YouTube
channel UP2D8 / Over 20.000 followers
In August 2016, during the Pokémon go hype, he worked
closely with the car brand Opel
He put the Opel Adam subtly in one of his video
“We labeled the collaboration as the ‘Pokémon Go
Challenge’. It was Opel`s idea, but one that was
completely compatible with me. I played Pokémon go
everyday myself. On top of that, there was plenty of space
for participation and I got the chance make a couple of
fans happy. they participated in the challenge with me.”

10. Influencer: Samir Korbi
Carole Lamarque
Samir himself, just like many of his fans, did
not have his driver’s license at the time.
That information was not included in the
video, on the contrary, Samir had his first
driving lesson in front of the camera.
Authentic, and a great chance to showcase the
Opel Adam from every angle.

11. YOUTUBE IS PAY-TO-PLAY & PAYS OFF
Carole Lamarque
Every minute 400 hours
of content is being
uploaded to YouTube
making the platform
the best place to hide
great video content
Huge reach is on the
platform, but you
would need a good
distribution strategy to
get your message
spread
It will not become viral
just by uploading it

12. YOUTUBE IS PAY-TO-PLAY & PAYS OFF
Carole Lamarque
With TrueView, you give consumers free choice, it's a win-win approach:
Views from an audience
you know is receptive
• Viewers see videos
they're curious about
You choose what you
want to pay for a single
view so you get the
right audience at the
right price
TrueView ads are opt-in,
there are no time limit
restrictions & there is
freedom to experiment
with:
• Creative formats
• Try a longer product demo
• Testimonial
• How-to video
demonstrating your
product in action

13. YOUTUBE IS PAY-TO-PLAY & PAYS OFF
Carole Lamarque
Influencers dominate organic reach
• Drives more engagement
• Rising up retention levels
• 65% of people watch more than 3/4 of a
video
• One of the most coveted resources for online
shoppers
• YouTube is strongest at both introducing new
products and helping to close the sale in the
last stage
According to Forrester
Research’s
Dr. James McQuivery,
“one minute of video is
worth 1.8 million words”

14. TOP INFLUENCERS ARE GETTING MORE EXPENSIVE
Carole Lamarque
Fewer brands are now focused on
working with top influencers, instead
looking to partner with new creators
with more niche audiences
Millennials think YouTube stars are
trendsetters more than other celebrities

15. TOP INFLUENCERS ARE GETTING MORE EXPENSIVE
Carole Lamarque
Case of Unilever with All Things Hair,
working closely together with leading
vloggers
Unilever understood that customers go to
YouTube to watch vloggers in stead of
brands to get inspiration or tips on hair,
and created content together with these
vloggers
EXAMPLE

16. TOP INFLUENCERS ARE GETTING MORE EXPENSIVE
Carole Lamarque
Rather than who’s on top, brands want to know what’s
trending and who’s new:
• Before they were more interested in the biggest influencer
• The latest influencer impact is starting to become really
important to brands
The biggest influencers have amassed followings so big,
they’re on par with celebrities
According to Forbes, top beauty YouTube stars pull
in around $40,000 per month in advertising alone
• Zoella
• Bethany Mota
• Michelle Phan

17. TOP INFLUENCERS ARE GETTING MORE EXPENSIVE
Carole Lamarque
MICRO INFLUENCERS ARE
• More affordable to work with
• Often times younger with younger audiences
• Have often built their personal brands around
niche topics that help consumer brands
determine who makes sense to partner with

18. THE BRANDED INFLUENCER CHANNEL IS GROWING
Carole Lamarque
In trying to become influencers in their own right,
brands are creating separate YouTube channels
• Outside of their brand-name channels
• Recruiting influencers to create content for them
Another way to avoid high costs in working
together with excisting vloggers, is by creating
them yourself

19. THE BRANDED INFLUENCER CHANNEL IS GROWING
Carole Lamarque
Estée Lauder’s branded influencer channel
“i love makeup.”
• Subscribers & views: 541,800
• Main channel subscribers & views: 28,800
L’Oréal’s “Destination Beauty” branded
influencer channel
• Subscribers: 136,000
• Main channel subscribers: 73,000
Coca Cola Netherlands recruited creative
youngsters from the Art Academy and together
with the support of their agency started to create
content for their channel Coke TV
EXAMPLE

20. CONFUSION AROUND PAID INFLUENCERS
Carole Lamarque
Brands are frequently
combining their work
with influencers into
both an organic and
paid strategy by
repurposing videos
In order to get the
most reach
1. A brand will work with
an influencer to host
sponsored content on
the influencer’s channel
2. Host that same video
content on their own
channels, in hopes that
they’ll get traffic from the
influencer
3. Run the video as True
View ads
That can create confusion
around what content
influencers are being paid
for, but critics will help
influencers into
• Becoming more
transparent
• Becoming more selective
when partnering with
brands that actually fit
their daily routines

21. CONFUSION AROUND PAID INFLUENCERS
Carole Lamarque
Tutorials still dominate beauty content
on YouTube, and they’re only getting
bigger:
• 2015: 68%
• 2014: 45%
The biggest growth area found by
Pixability were men’s grooming and
skincare.

22. SOURCES
Carole Lamarque
• Aol. Research, Myth-Busting Social Media Advertising, September 2014
• Google/Nielsen, "The Influence of YouTube Creators Study," U.S., Feb. 2016.
• Google-commissioned Ipsos Connect, "The YouTube Generation Study," U.S.,
YouTube creator subscribers aged 13–64, n=654, Nov. 2015.
• Forbes.com contributor, Jayson DeMers, Founder & CEO of AudienceBloom
• Tubularinsights.com Report on 65% of people watch more than 3/4 of a video
• Invodo.com Report on Omnichannel 2016
• FastCompany, Female Shoppers No Longer Trust Ads Or Celebrity Endorsements

23. INTERESTED IN MORE
INFLUENCER MARKETING
->
Carole Lamarque
Influencers by
carole lamarque
now available at
the bookstore
BUY THE BOOK