An Influencer’s 5 Influencer Marketing Rules: Insights From Millennial 20/20

YouTuber Alfie Deyes is one of the original online influencers—and he shared all his thoughts on working with brands at Millennial 20/20 London…

This month, we spent two days at Millennial 20/20 London, learning from brands and startups reaching Millennials and Gen Z—and the topic of influencers came up again and again. From panels on user generated content to successful retail marketing, to say it was a hot topic is putting it lightly. But we also got the rare opportunity to hear from the influencers themselves—including a Q&A with Alfie Deyes that pulled back the curtain on how influencers really feel about influencer marketing.

If you haven’t heard of Alfie Deyes, you haven’t been paying attention to the world of YouTube fame. Deyes has been posting a daily video of his life nearly every day since 2009, amassing over 5.5 million subscribers to his channel PointlessBlog, and almost 4 million to his channel PointlessBlogVlog where videos receive millions upon millions of views. Did we mention he’s also got two bestselling books, over 4 million Twitter followers, a clothing line, a third YouTube channel, and that he’s one half of Zalfie, the most famous vlogging couple around? Deyes is one of the original YouTube influencers, and has turned his video-posting hobby into an empire in the eight years since he started. As he tells it, “When I started in 2009, YouTube, social media, there was no job – no one earned money from doing this. It being my job now, and all these cool opportunities, I never dreamt any of this would be possible. Right now I’m living a life I never thought I would be able to live.” Of course, as a successful OG YouTuber, he’s no stranger to influencer marketing, and at Millennial 20/20 London, he gave the audience an unfiltered look at how he feels about working…

 
 

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The Newsfeed

Quote of the Day:  Millennials have grown up in a world where consuming wine outdoors—or any location outside of the traditional table—is more acceptable than generations past.”—Kate McManus, VP of Marketing, Delicato Family Wines (Wine Spectator)

Young consumers are “killing the shopping spree.” Whether they’re signing up for the growing number of clothing subscription services (Rent the Runway, Le Tote, Urban Outfitters, etc.), shopping second-hand, or just culling their closets—young shoppers are quitting fast fashion in droves. Some are inspired by Marie Kondo’s joy-sparking brand of minimalism, while others want to help the environment—and still others are just seeking a wide range of things to wear at a lower price. (Vice)

Airbnb is launching “adventures” for experience-seeking young travelers. The site that started with accommodations and moved into one-off “experiences” (like dinner parties) now offers multi-day excursions, complete with guides, gear, meals, and accommodations. The platform already features over 200 trips in 40 countries, including a tiger-tracking expedition in Kenya and a trek through the canyons of Oman. (Fast Company)

Tyson Foods is taking on the fake meat market with plant-based nuggets. The pea protein nuggets are the first in a line of “Raised & Rooted” products from Tyson Foods. The brand's CEO explains they’re catering to the “growing number of people open to flexible diets that include both meat and plant-based protein”—aka young flexitarians, not full-time vegans. But can a company known for its meat sell the idea that “this [trend] is about ‘and’—not ‘or’”? (The Verge)

Snapchatters can shop Levi’s new Pride Month jacket via selfie filter. The Shoppable feature is first enabled by scanning a QR code found at select stores or by getting a special Snapcode from a friend. Then, users can try on the special-edition trucker jacket via augmented reality, customizing it with one of two washes and a selection of six pins and patches. Once they complete the look, users can purchase the Pride Month Jacket—without ever leaving the app. (SJ)

Amazon’s new Echo Dot Kids Edition revamps the original. The new smart speakertakes many cues from the adult version’s second generation (it’s louder and rounder) but adds special features just for kids that go beyond a rainbow-striped color scheme. The device will come with a year of FreeTime Unlimited, a subscription service that includes popular Alexa skills like Pinkfong’s Baby Shark Adventures, as well as an enhanced parental control suite to address growing privacy concerns. (VarietyCNET)

Quote of the Day: “Young people still have an incredible interest in the Olympic Games…But the way they are consuming the Olympic Games—the type of content they are watching and the ways and the platforms on which they are watching—are fundamentally changing.”—Kit McConnell, Sports Director, International Olympic Committee (Bloomberg)

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