YouTube’s Role in Today’s Influencers, Content Creators, and Vloggers
YouTube has been around for more than a decade. It's an astounding social media channel that has evolved the first-ever video at the San Diego zoo in 2005, posted by the founder, Jawed Karim, to now an entire social movement of YouTube influencers, content creators, and vloggers that have millions of followers all over the world.
The channel has become the number one user-generated video channel globally, with more than 37 million YouTube accounts worldwide! According to a May 2020 GlobalWebIndex survey, "96% of US and UK consumers who followed influencers were engaging with them more or to the same extent as before the coronavirus outbreak."
Advertisers believe that influencers are a big deal. According to an industry survey by Marketing Hub, two-thirds of marketers worldwide planned to increase their spending on influencers in 2020. What is more astounding is that influencer marketing is expected to be a $15 billion industry in 2022, up from $8 billion in 2019.
What's interesting is that consumers are seeking original, even ad hoc, improv-style content. People are no longer entertained by scripted videos, or staged stories; they want unfiltered content, especially regarding vloggers, and everyday users on TikTok. However, it's important to define the differences between a content creator, an influencer, and a vlogger.
What is a content creator?
"A creator is responsible for the contribution of information to any media and most especially to digital media. They usually target a specific end-user / audience in specific contexts," - Curastory. Content creators are more focused on the "how to" tutorials, create funny content, or react to different videos online. They give reviews or talk about certain topics that pertain to their audiences.
Content Creator, Pewdiepie, is the most successful Youtuber, over a 100million subscribers worldwide
What is an influencer?
Influencers convince their followers to buy into a brand or a lifestyle. For example, an influencer could be a teenager who blows up on Instagram to promote an amazing, over-the-top travel lifestyle that not many people can achieve. Or an influencer could be a "stay-at-home mom turned fashion vlogger who uses her following on YouTube, Instagram, and Pinterest to shill her custom-clothing line," notes The Atlantic.
What is a vlogger?
A vlogger is a videographer who documents their everyday life (or posts video content very regularly). They can be highly intimate in sharing the details of their life, from the mundane to the exciting and novel experiences. People who subscribe to vloggers are in need of seeing reality from the vlogger's perspective. It's the least staged form of content creation. Vlogging also affects the selfie, where you know the person's face very close and personal. Vloggers are especially popular in the travel industry.
Conclusion:
Overall, YouTube is a growing channel that still has a huge impact on brands. Brands that decide to partner up with the right content creator, influencer, or vlogger will reap the rewards. The differences between the content creators, influencers, and vloggers are essential to note depending on the brand's goals for their influencer marketing plans. In fact, some suggest using a mix of the above in order to maximize results.
