"When you try and just sell on YouTube, people start to ignore you. Authenticity is the name of the game." – Michael Fasciano, Associate Director at DigitasLBi
Yesterday, as part of Social Media Week New York, DigitasLBi hosted a live-streamed panel about YouTube rising stars and the technology we use to find the best emerging talent. At NewFront 2013, DigitasLBi announced an exclusive partnership with Outrigger Media to develop an industry-first measurement product, the Emerging Talent Tracker (ETT), which identifies up-and-coming creative talent on YouTube. The ETT tracks YouTube data across engagement, reach, and influence for the top 100k YouTube channels - helping our clients find undervalued YouTube talent for partnerships.
Yesterday’s event featured YouTube hair and makeup stars ItsMyRayeRaye, HeyFranHey, and Taren Guy. These YouTube power-users are experts on creating engaging content, building a dedicated audience, and what appeals to viewers. Alongside these talented stars, moderator Sahil Patel, editor of VideoInk, and Michael Fasciano, Associate Director of Social.Content at DigitasLBi, helped contribute an industry point of view to the thought-provoking discussion.
With over 14.8B YouTube views in the beauty category to date (700M+ monthly), YouTube has provided endless possibilities for influencers to connect with fans, show off new techniques, and work with brands to promote products in an authentic way. “With YouTube, it’s about connecting with your followers. It almost feels like a family,” said Taren Guy. “It’s where the conversation starts. It might continue elsewhere, on Twitter, Instagram, Vine – but this is where the first connection happens.”
After hearing from Raye, Taren, and Fran, Sahil and Michael invited Pauline Malcolm from Maker Studios and Mike Henry from Outrigger Media onto the panel to give insight into the business of YouTube influencers. They discussed the inherent perks of the platform, as well as how brands can best use YouTube influencers for their programs and initiatives. “How can you not do something on YouTube? That’s where your audience is,” said Mike Henry, CEO of Outrigger Media.
After the panel wrapped, DigitasLBi’s very own YouTube star Benjamin White closed the event with a live hip-hop performance of one of his original tracks.
See video from the event here: http://new.livestream.com/smwnyc/events/2757640
Written by Jeff Borsuk, Senior Account Executive, Social.Content, DigitasLBi