Welcome!
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elcome to the first ever issue of Brand YouTube! We are the go-to online magazine source for brands, businesses and individuals wishing to find out about and connect with influential video based personalities. As the name suggests we have a heavy focus on the video-sharing
platform YouTube as a lot of today’s young consumers (and even those a bi t older) are citing YouTube stars as their inspiration. This inspiration and influence travels all the way from what clothes they buy, what brands they like to their favourite places to eat. The internet 3
has such a large presence in our day to day lives and a mere mention or recommendation from a YouTuber can transform a brand’s performance.This issue contains a whole host of influencers that brands should be aware of in 2015, to improve all marketing strategies. Enjoy!
CONTENTS ISSUE 1 SUMMER 2015
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Welcome to the very first issue of Brand YouTube!
p6 We introduce you to 9 YouTubers that every brand needs to be aware of
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p18
Leading man of YouTube Jim Chapman and his winning style
Beauty blogger and YouTuber Hello October’s Suzie Bolandi 4
p20 The Vine stars slowly taking over the internet world
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20 p30 Beauty Crush’s Sammi Maria and her stylish new clothing brand
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The Queen of YouTube Zoella and what makes her a formidable force
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Profiling one of YouTube’s latest beauty gurus set to dominate 5
B
ritish beauty vloggers are countless upon YouTube, following the realisation that stardom and money could be easily found if you amass an audience large enough. However, it is often hard to tell which YouTubers are relevant to the current generation of consumers. In order to remain relevant and produce content that viewers will want to come back for, the progression to a loyal, numbers-strong audience is consistent, high-quality content that gives the viewers what they asked for. YouTubers are also careful that brand sponsorship and free PR gifts are accepted with the exception that all opinions and information given to their audience is soley their own, even if that happens to be negative. Pairing with an honest, well-liked and entrpreneurial YouTuber is a
beneficial move that brands will most benefit from. Viewers are more likely to buy into the brand if it comes from a reputable, honest vlogger who genuinely likes the brand and is a good match. It is also important to see who is relevant to the different audiences across YouTube as often vloggers will carry an appeal to an older or younger audience, therefore it is important brands acknowledge which YouTuber talks to their customers. Here we profile 9 well-known British YouTube beauty vloggers that currently have brands clamouring to work with them. 6
AMELIA LIANA
youtube.com/user/amelialiana
330,000+
F
YouTube Subscribers
100,000+
Unique Views Per Video
1
21,130,000+
Combined Video Views
from a like-minded individual. Combining the highend with high street Amelia would be perfect for fashion and beauty brands looking to connect with a young, stylish audience. Amelia also blogs her fashion and beauty advice on her website amelialiana.com.
ormer Beauty Editor Amelia Liana started her fashion and beauty focused YouTube channel in 2013 and shortly after amassed an impressive following. Her content ranges from weekly vlogs to hauls and advice on more sensitive beauty topics. Amelia has achieved an enviable rapport with her audience and has a loyal following ranging from teenagers looking for big sisterly advice, to women in their 20s looking for make up recommendations
Previous Brand Collaborations : Max & Co Glasses; Nars; Procter & Gamble; Samsung; Burberry. 7
LILY PEBBLES youtube.com/user/WhatIHeartToday
280,000+
YouTube Subscribers
M
70,000+
Unique Views Per Video
arketing Graduate Lily Pebbles launched her YouTube channel in 2011 as part of her degree course. It ended up becoming so popular that she gave up her traditional office job to work on YouTube and her blog lilypebbles.co.uk full-time. Her videos are primarily make-up and beauty centric with a few fashion videos dispersed inbetween. Her weekly vlogs are a popular feature of her channel with viewers citing her creative editing style as part of her
2
21,420,000+
Combined Video Views
mass appeal. She is a champion of high-end quality products and would be perfect to collaborate with a high-quality brand. In 2014 she was voted onto the Under 30 Media Power List as being one of the most influential young internet players. Previous Brand Collaborations : Liz Earl; Procter & Gamble; Very Exclusive; Barbour; Burberry. 8
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FLEUR DE FORCE youtube.com/user/FleurDeForce
1,250,000+
S
YouTube Subscribers
200,000+
Unique Views Per Video
108,530,000+
Combined Video Views
her followers. She is well suited to family-friendly brands wishing to reach a young, fresh and engaging audience. Fleur’s hairstyle videos are well recieved so haircare or styling brands would be a comprehensive fit. Fleur blogs at fleurdeforce.blogspot.com.
urpassing 1 million subscribers in 2014, Fleur’s popularity has continued to grow steadily within YouTube due to her informative make up tutorial videos, hair how-tos and hauls. Posting content across two channels, she has beauty focused content on her main channel and daily vlogs on her second channe where she shares snippets of her life with viewers. Fleur married now husband Mike in late 2013 and shared a video from the big day with
Previous Brand Collaborations : Very.co.uk; Procter & Gamble; The Body Shop; Sainsbury’s 9
ZOELLA
youtube.com/user/zoella280390
7,960,000+
YouTube Subscribers
Z
2,000,000+
Unique Views Per Video
oe Sugg is arguably one of the most influential and popular YouTube personalities with just under 8 million subscribers on her main channel. She has rised steadily to the forefront of YouTube since the launch of her channel and blog in 2009. Zoella has her own line of bath and body products stocked at Superdrug as well as best-selling novel Girl Online, with a sequel in the works. Zoe has been vocal about her battle with anxiety and in 2014 was 10
4
420,000,000+
Combined Video Views
named digital ambassador for mental health charity Mind. In late 2014 Sugg also featured on the Band Aid 30 charity single along with boyfriend Alfie Deyes. She blogs at Zoella.co.uk.
Previous Brand Collaborations : All Things Hair; BooHoo; Simple Skincare; Topshop; Primark.
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GEMMA TOMLINSON youtube.com/user/gemsmaquillage
90,000+
I
YouTube Subscribers
10,000+
Unique Views Per Video
nitially uploading content under the moniker ‘Gemsmaquillage’ Gemma Tomlinson started posting her own make-up and beauty inspired videos after stumbling across the beauty community on YouTube. Despite the longevity of her YouTube career she has a relatively modest following compared to the other beauty vloggers featured here. However, Gemma’s audience has been consistent and loyal with a more intimate community feel – this could benefit a small
6,350,000+
Combined Video Views
brand wishing to reach a particular audience of more sophisticated young adults and those in their 20s -30s. Gemma lives in the north of England with her long-term boyfriend and blogs at hellogemma.com.
Previous Brand Collaborations : Urban Decay; Love Me Beauty; Procter & Gamble; Tesco; John Frieda.
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ESSIE BUTTON youtube.com/user/essiebutton
890,000+
YouTube Subscribers
C
250,000+
Unique Views Per Video
anadian born, UK based Estée Lalonde started her YouTube channel EssieButton shortly after moving to the UK to live with long distance boyfriend Aslan. They live in London with their greyhound Reggie and both vlog on her second channel EssieButtonVlogs. Estée is a champion of simple, high quality design and features a lot of high-end quality products on her channel. She also partakes in ‘drugstore week’ with fellow YouTuber 12
6
53,250,000+
Combined Video Views
Amelia Liana championing products that can be found on the high street so a brand collaboration during this period would be ideal for the YouTuber. She blogs at essiebutton.com.
Previous Brand Collaborations : The Body Shop; Burberry; Procter & Gamble; Glam Glow.
TANYA BURR
youtube.com/user/pizi2woo
2,930,000+
P
YouTube Subscribers
400,000+
Unique Views Per Video
rofessional make-up artist Tanya Burr started her YouTube channel after fellow YouTuber and Fiancée Jim Chapman’s sisters ‘PixiWoo’ encouraged her to. Now she has close to 3 million subscribers and a Tanya Burr cosmetics range boasting lipglosses, nail varnish and eyelashes. Tanya regularly vlogs her daily life and is popular for her celebrity inspired make up tutorials. Tanya regularly gets invited to London Fashion Week by high profile
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207,900,000+
Combined Video Views
fashion houses such as Burberry. Tanya would suit a luxury brand collaboration or an opportunity allowing her to branch out further into the fashion world. She blogs at Tanyaburr.co.uk
Previous Brand Collaborations Homebase; Procter & Gamble;
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: Burberry; Nars; Asda.
VIVIANNA youtube.com/user/ViviannaDoesMakeup
300,000+
YouTube Subscribers
S
100,000+
Unique Views Per Video
tumbling across one of Pixiwoo’s ‘40s inspired make-up tutorials was the push Anna Gardener needed to start her own beauty focused YouTube channel and blog – Vivanna Does Make up. Her sophisticated, minimalistic style and easy to recreate tutorials make her appeal to a mass audience of women in their 20s and 30s. Her friendly and open manner means she connects easily with her audience and recently her Beauty Chat video series 14
8
26,400,000+
Combined Video Views
with fellow YouTuber Lily Pebbles went Live on tour in Space NK stores across the UK. Anna’s YouTube channel supports brands that are high-quality, stylish and minimalistic. Anna also blogs at viviannadoesmakeup.com. Previous Brand Collaborations : Liz Earl; Procter & Gamble; Barbour; MTV; Space NK.
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LOUISE PENTLAND youtube.com/user/Sprinkleofglitter
2,100,000+
L
YouTube Subscribers
500,000+
Unique Views Per Video
ouise Pentland, otherwise known as Sprinkle of Glitter on YouTube is the best friend of fellow prominent YouTuber Zoella; they both started blogging at the same time and started YouTube channels shortly after. Louise has a four-year-old daughter named Darcy who is often heavily involved in her daily vlog videos. Louise’s videos are a mix of make-up, fashion, fun and advice on topics from being a mother to having confidence. Her viewers
99,000,000+
Combined Video Views
are of the younger tween and teenage category and look up to Louise as their ‘online mother’. Louise’s channel is family-friendly and appealing to a broad range of people from 13- 30. Louise is often candid with her viewers. She blogs at sprinkleofglitter.blogspot.com. Previous Brand Collaborations : Ariel; Very; Procter & Gamble; Superdrug; Disney; ASOS.
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MAN OF STYLE YouTube’s leading man Jim Chapman is the most stylish man on the platform
J
im Chapman started his YouTube channel after seeing big sisters PixiWoo and now fiancĂŠ Tanya Burr finding creative release and popularity within the website. Initially uploading his own style and male beauty focused videos Jim eventually branched out to advice videos, daily vlogs and any manner of topic that his YouTube audience wish to see. Today Jim has over 2.1 million YouTube subscribers on his main channel and a secondary channel that he vlogs on almost daily. His appeal is universal with both girls and guys watching his videos. Recently he was recognised for his stylish way of dressing by the mens style magazine GQ and regularly attends fashion events. Jim would be the perfect pairing with a lifestlye, fitness or fashion brand as he likes to lead an active, healthy lifestyle and lives with Tanya in their London apartment. Currently planning for their upcing wedding the pair are getting married later on in 2015 and have been seen shopping for wedding outfits on their respective vlogs. A wedding based brand or lifestyle brand that specialises in the perfect wedding gifts would also be a perfect collaboration opportunity for the pair as this fits in with the current aspects of their life. 16
“My audience will watch me as long as I respect them . we have a real following ourselves.�
HELLO OCTOBER W
ith over 200,000 YouTube subscribers Suzie (otherwise known as Hello October) has been blogging and creating YouTube videos since she got her first full time job aged 19. Since then her YouTube channel and blog have blossomed and her audience has grown into a band of loyal followers including prominent YouTubers such as Amelia Liana and Tanya Burr. Suzie regularly vlogs and although her channel focuses on beauty and fashion she incorporates all things lifestyle into her content, affording her viewers anecdotes and a sense of humour with everything she produces. Recently, Suzie teamed up with haircare brand TresmmĂŠ. Previous Brand collaborations also include Bourjois, ASOS, GHD, Earnest Jones and Missguded. Last Year she quit her full time job in PR and marketing to focus on YouTube and blogging full time so now is the perfect time to collaborate with the YouTuber as she is only set to rocket in terms of popularity and desireability. Her aesthetic is minimalistic, sophisticated and classic so brands wishing to collaborate with someone timeless and influential among the 20-something age market would be perfect to partner up with the self proclaimed queen of big brows and bold liner. 18
Suzie Bonaldi of the YouTube channel Hello October on a shoot for TresmmĂŠ
The Stars of
~ YouTube and its stars are domintating the internet with their unique brand of advice, hauls, vlogs and anecdotes. Brands wouldn’t be wise however to overlook the stars of popular plaforms such as Vine. Here we take a look at the stars captivating consumers and brands over the internet.
B
rittany Furlan is the most popular female poster on the Twitter owned 6-second video platform Vine. She currently has in excess of 9 million followers and has recently been approached to produce her own comedy sketch show with Seth Green. With more followers than a lot of prominent YouTubers Furlan’s endorsement of products is worth thousands of pounds to advertisers. Her videos are mostly comedy based which seem to be hugely popular on the site but that hasn’t stopped her collaborating with brands such as Herbal Essences.
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eLe Pons is fast becoming one of the most popular Viners with 7.5 million followers and the first Viner to reach 5 billion combined loops on their videos. She is already using her Vine popularity to her own advantage and is planning to come out with her own jewellery line, UNO magnetic. She also intends to branch out from the platform that made her popular into TV and would also like to pursue singing. With the numerous amount of views LeLe’s videos receive brands are clamouring to work with her and her vast and varying audience means she is the perfect brand ambassador.
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A
lthough Amy Roiland’s 12.3 thousand Vine followers seems modest in comparison to the larger Vine personalities, her own channel A Fashion Nerd is popular with the more fashion concious, brand and beauty obsessed consumers. She also blogs at afashionnerd.com and is the CEO of the FashionTap App, that allows users to social network with other fashion lovers and make money from sharing and tagging the brands and products featured in their posts.
E L ZO L A The girl everyone is talking about; meet the Queen of YouTube
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BEAUTY CRUSH S
amantha Maria, of the YouTube channel BeautyCrush is celebrating some exciting developments this year: herself and her livein boyfriend Jason are launching their own clothing line, Novem & Knight. They share a passion for simple, beautifully designed clothing and she has been producing her own style focused content on the platform since 2009. With over 1.5 million subscribers she is a popular face among the beauty community and her beauty tutorials and hauls are watched by hundreds of thousands of people. Unlike a lot of other prominent YouTubers Sammi doesn’t hang out with a lot of other YouTubers which give her vlogs a sense of normalcy that perhaps the other YouTubers are lacking, seemingly immersed in their social media plagued lives. Sammi’s fashion background (she went to university to study it) means an air of authenticity and authority exude from her stylish and minimalistic look books. Her equally as glossy blog, beautycrush.co.uk, is another testament to her appeal and professionalism. If you want a stylish, fashion aware, beauty obsessed brand ambassador then look no further.
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D A A I N
S
N
ew York based YouTuber Diana Saldana is a former beauty queen with a plethora of beauty and fashion tips and advice for her growing young audience. She is relatively in the elementary stages of her YouTube career with 120,000 subscribers on her channel but she is already a Seventeen Magazine Beauty Ambassador and is signed up the the same management agency as fellow YouTubers Zoella and Sprinkle of Glitter. youtube.com/SaldanaDiana
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