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: “It's free to walk to work and I get some exercise in.”—Female, 26, NY

Niche beauty brands have blurred gender lines at their core—can large cosmetics companies play catch up without seeming “disingenuous”? Milk Makeup and Fluide have built their brands on being inclusive, but larger brands sometimes strike consumers as hopping on the band wagon when they try to do the same—especially since they created so many of the gender norms they’re now rallying against. The best way for them to get in on the trend? Start by making their hiring process more inclusive both “behind the lens” and in front of it. (Fast Company)

Starbucks thinks the “health and wellness” trend is to blame for declining Frappuccino sales. Despite marketing efforts like the Unicorn Frappuccino, syrupy drink sales are down 3% from last year. However, rivals like McDonald’s and Dunkin' Donuts could be stealing sugary beverage sales from the coffee giant, meaning young consumers’ penchant for healthification isn't necessarily the culprit. In fact, McDonalds recently debuted two new frozen drinks that earning praising on Twitter. (NYPFox News)

Apple is getting into kids’ content, teaming up with Sesame Workshop for a slate of original shows. Live-action, animated, and puppet-based series will be included in the programming, but Sesame Street itself is not part of the deal. There are no details yet on where Apple will release the shows, meaning they could either shop them to another platform or debut them on their own streaming platform. Considering that Apple has several original program deals in the works, they could be looking to bulk up their own bid in the streaming wars. (Kidscreen)

Twitter and Tumblr posts are getting a new lease on life—as screenshots on Instagram. While young users of Twitter and Tumblr have declined, Ypulse’s Social Media Trackerfound that over half of 13-35-year-olds use Instagram daily. Instagram is the preferred place to post memes, despite many accounts creating their content elsewhere. Why do they switch platforms to post? Instagram’s Discover tab allows faster browsing than Twitter, while Instagram images are displayed in full rather than being cut off, like they are on Twitter. (The Verge)

Eggo sales are down in between seasons of Stranger Things. Yes, the sci-fi series has that much influence on the frozen waffle’s revenue. One Eggo executive explains that they “quickly leveraged the [resulting] consumer engagement” from the show, and it paid off: sales jumped 14% in the fourth quarter of 2017 and 9.4% for the first four months of 2018. However, fewer people are binging the Gen Z & Millennial favorite these days, so Kellogg’s frozen pancakes, waffles, and French toast sales have slowed to just 1.3% year-over-year. (CNN)

Quote of the Day: “I fell in love with trance music.”—Male, 23, NY

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