Everyday people are taking unconventional paths to fame
Implications - Today's information age has fostered a culture of over-sharing, and those who share best are able to circumvent traditional avenues to fame. Millennial entrepreneurs are turning to platforms like YouTube and Tumblr to boost their personal brand, as well as cultivate opportunities and partnerships with bigger names. Rather than a flash-in-the-pan fad, this shift signals the possibility of long-term, mutually beneficial relationships between online personalities and top-tier brands.
Workshop Question - What is your brand's relationship to online influencers? If you were to shift your focus to leveraging them as a marketing tool, who would be a good fit and why?
Trend Themes
1. Personal Branding - The rise of everyday people turning to online platforms to boost their personal brand presents opportunities for influencer marketing and long-term partnerships with big brands.
2. Influencer Marketing - Marketers are increasingly leveraging YouTube celebrities and social media influencers to get through to their target audiences.
3. Online Lifestyle Networks - The creation and expansion of online networks featuring various channels centering around beauty, fashion, wellness, DIY, food and human interest with collaborations with personalities such as Michelle Phan provides a space for influencers to share and monetize their content.
Industry Implications
1. Marketing - Influencers with engaged audiences present a disruptive innovation opportunity for advertisers to reach their target market.
2. Media - The success of celebrities and entrepreneurs on YouTube who are able to generate massive amounts of viewership signifies a shift in people's preference for digital media. This presents an opportunity for media companies to explore new ways of creating and distributing content.
3. Social Networks - With the expansion of online lifestyle networks such as ICON Network that adds channels beyond YouTube, other social networks can take advantage of their own niche popularity to build similar communities.
4 Featured, 36 Examples:
180,152 Total Clicks
Date Range:
Nov 14 — Jun 15
Trending:
Mild
Consumer Insight Topics:
