This January, when Nissan launched their first Super Bowl campaign in more than two decades, they could’ve called on a celebrity with a recognizable voice to endorse their band. After all, Mercedes uses Jon Hamm, and Paul Rudd just replaced Jeff Bridges as the voice of Hyundai. But instead of paying another celebrity with really good hair to talk about APR financing, Nissan went with a much more forward-thinking choice: YouTube stars.
Nissan isn’t the only company to take notice of what YouTube has to offer. Digital beauty gurus Michelle Phan and Bethany Mota generated major buzz for their respective partnerships with L’Oréal and Aéropostale, and other companies are catching onto how valuable YouTube stars can be as content creators and brand ambassadors.
At the Interactive Advertising Bureau Annual Leadership Meeting, Erin McPherson, chief content officer of Maker Studios, the largest distributor of short-form video content in the world, said, “This generation doesn’t dislike brands. What they don’t like is advertising.”
If millennials can learn about brands through content they’re already consuming (YouTube videos) from sources they trust (YouTube stars), they’d probably be more likely to pay attention. Plus, these YouTube stars have obvious appeal—they bring incredibly loyal audiences and will most likely accept cheaper endorsement fees than every celebrity not named Pauly Shore.
For brands looking to team up with these online influencers, let’s take a look at some of the best creators YouTube has to offer.
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