How YouTube Transformed Marketing

It comes as no surprise that YouTube is one of the leading social networks to pave the way for marketers to creatively evolve their promotional strategies. Over the past decade and a half, this video streaming platform takes credit for the rise of famous influencers such as Bethany Mota, Felix Kjellberg, and Jenna Marbles, just to name a few. In this article, we will be focusing on Bethany Mota’s unique rise to stardom and how her story, like many others, posed as a new opportunity for marketers to connect their target audiences with their brand.

https://www.youtube.com/user/Macbarbie07

Bethany Mota As a Social Media “Influencer”

24-year-old Bethany Mota currently boasts nearly 10.5 million subscribers on her YouTube channel. In her career, she has produced over 500 total videos between her main channel and vlogging channel, she’s released her own clothing line with Aeropostale and a school supplies line featured at Target stores, she participated in a season of Dancing With the Stars, has been nominated for and received numerous awards for her web presence, and much, much more.

Bethany Mota’s story regarding her career success begins with the start of her YouTube channel as an early teen. She began creating videos showcasing makeup and clothing items she recently purchased, and further shared her experience with the beauty, fashion, and lifestyle world. Her content was ultimately relatable to her audience of primarily young girls and she soon became a known name among the YouTube community.

Many people like Mota have found a place for themselves on social platforms as “influencers”. Influencers are modern entrepreneurs who typically promote themselves as a personal brand.

What Does This Mean for Marketers?

With word of mouth remaining the most effective promotional tool for marketers, it makes sense that influencers like Bethany Mota serve as an attractive opportunity for brands to reach consumers. Companies can send free products to influencers in hopes that they might mention the brand on their platform(s) or more directly pay influencers to mention their company through sponsored content.

Here are a few advantages of influencer marketing for brands:

1. Pre-established Credibility

• Influencer marketing is relationship marketing. When choosing the right influencer to work with, companies should find an influencer whose personal brand is already in line with the products/services the company wishes to promote. Moreover, this influencer must produce authentic content in order to maintain trust with his or her audience.

2. Increased Brand Awareness Across Multiple Channels

• Influencers might naturally favor one platform over another, especially YouTubers who have built their career around the site, but they are generally present on other popular networks as well. Companies can pay influencers to promote their brand on multiple channels to reach an even greater audience.

3. Influencer Generated Content

• We all know the power of user generated content for brands (and if not, make sure to check out my blog post on The Marketing Behind Being a “Brand Rep” https://themoresocial.business.blog/2020/02/04/the-marketing-behind-being-a-brand-rep/). The same is true of influencer generated content, which is oftentimes of higher quality and more relevant to the brand. Companies should utilize this content to help further promote their brand.

There is no doubt that marketing has shifted more towards authentic storytelling with the rise of social media. This new outlook on promotional efforts was enhanced with the rise of YouTube and content creators, or influencers, who became their own brand. Modern companies taking the greatest advantage of social media marketing must utilize the opportunities which connecting with these individuals offers them.

If you enjoyed this article and learned something new, I’d love for you to give it a like and check out some of my previous posts. Leave me a comment telling me how you’ve seen your favorite brands use influencer marketing. Also, don’t forget to follow my blog for future uploads pertaining to social media marketing!