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…

 
 

Want to talk to us about the article
or dive into a custom study?


The Newsfeed

“I think we have a tendency to think that the world revolves around us and what we want and having a hard time to live up to the standards of having/living a perfect life.”—Female, 22, WA

A new quiz app’s R-rated categories are capturing teens’ attention. FriendO is rising through the ranks of the app store, but not by following the Play Nice, PG strategy that took tbh viral. FriendO users move up their friends’ rankings boards as they answer questions about each other, proving their friendship. If someone sends the app to three friends, they unlock NSFW categories like MSFK (Marry, Sex, Friend, Kill). But people are worried that none of these categories are barred to young users. (Mashable)

TGI Fridays is adding Instagrammable milkshakes to their menu with “cascading toppings,” “suspiciously” similar to Black Tap’s infamous creations. The “Extreme” milkshakes “take dessert to the next level” with a seasonal option piled high with Christmas cookies, and a s’mores shake topped with marshmallows, Oreos, and graham cracker crumbs. If that’s not enough to get Millennials in the door of chain restaurants that they notoriously avoid, both shakes can be ordered “boozy” (a tactic we’ve seen before). (Grub Street)

Seventeen is creating an LGBTQ community for teens with their new, “social-first” platform, Here. Instagram and Facebook form the main hub of Here, along with a dedicated vertical on Seventeen itself. Launched less than a week ago, content is already popping up on social and the site. Seventeen is appealing to the Genreless Generation, and one editor said Here will be “a resource and a place for teens to express themselves.” (Fashionista)

Rising musician Tallia Storm says her Instagram paid for her debut album. Lauded by Sir Elton John and Nile Rodgers, 19-year-old Storm leveraged The Influencer Effect for her own gain: Her debut album, Teenage Tears, was entirely self-financed via her earnings as a “fashion ‘it girl’” and Instagram influencer with over 300,000 followers. As a result, she had full creative freedom and became a “part of the growing staple of acts who are not repped by a major label.” Oh, and she got to open for Sir Elton John. (PR Newswire)

Kylie Cosmetics, Kylie Jenner’s online-only beauty brand sensation, has teamed up with Topshop to drive young shoppers in-store. Brick-and-mortar is far from dead, with research from TABS Analytics showing 66% of shoppers prefer to purchase new cosmetics in-store—and brands like this one are betting on IRL retail. Kylie Cosmetics is now available at seven Topshop stores across the country for just five weeks, and they’re accruing long lines of fans to test out the coveted lip kits in person. (BuzzFeed)

“…[Rick and Morty] has our generation's sense of nihilism, fear of wasted time, humor in unpredictability, and shy optimism in human relations.”—Female, 17, TX

Sign Up Now

Subscribe for premium access to our content, data, and tools.

Already a subscriber? Sign in.

Upgrade Now

Upgrade for full access to the best marketing tools for understanding the next generation.

View our Client Case Studies