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

“There are alleys with street art that I've walked out of my way to take pictures of to share on Snapchat/Facebook.”
—Female, 32, IL

Mattel’s new toy franchise Enchantimals is inspired by Instagram and Snapchat filters. The new line of 14 dolls are all half-animal—think the bunny and deer filters—and each “shares a ritual trait with her animal friend.” Their origin and the YouTube series starring the girls are no doubt a part of Mattel’s “five-pillar strategic plan” to be a more digital brand. Appealing to Millennial parents and their kids has been a tough sell for Mattel, but they’re making moves like changing up Barbie’s body type and asking kids to pick the next big toy on TV to keep up with the next generation. (Kidscreen)

Harry Potter fans, raise your butterbeers up, because this franchise and its fandom will never die. Two more books from the Harry Potter universe are hitting shelves this fall—though they aren’t actually written by J.K. Rowling. Harry Potter: A History of Magic and Harry Potter: A Journey Through A History of Magic are instead both written by the British Library, to coincide with an exhibition dedicated to celebrating the twentieth anniversary of the first book. The two new works will include “exclusive manuscripts, sketches and illustrations from the Harry Potter archive,” to delight serious fans of the series. (USA Today, New York Times)

Restaurants are being designed with Instagrammability in mind. From unicorn foods to neon signs and tile floors with hidden messages, restaurateurs aren’t just tolerating Instagrammers, they’re intentionally acting as “Instagram bait” to earn some free press. And it doesn’t end at Instagrammable design touches. Many restaurants stress having perfect lighting, and one even provides “Instagram packs” at customer request, consisting of “a portable LED light, multi-device charger, clip-on wide-angle lens, tripod, and a selfie stick.” (The Verge, Grub Street)

Some student loan debt is getting “wiped away” in court because of missing paperwork. Students defaulting on their private loans are getting taken to court by aggressive creditors, but as it turns out, many don’t have the required documents to make them pay up. National Collegiate is at the center of many of these trials—one lawyer in Iowa represented 30 cases brought on by them, and 27 were dismissed because of “critical omissions or flaws” in the paperwork. Some Millennials prioritizing paying back debt might just catch a lucky break. (New York Times)

Millennials want older generations to know why they stand by political correctness. While some may despair the overly PC state of the world, many young consumers see political correctness as protection from prejudice, and a show of respect. What some may view as an over-sensitivity epidemic, many Millennials see as “being morally minded.” Ypulse’s PC Police trend tackled this topic, and found half of 13-33-year-olds would describe political correctness as treating others with respect, and 66% agree that political correctness is one way to make culture kinder and more inclusive. (Business Insider)

 “I’m too lazy to exercise on purpose. Too much work…If I can't get it with my dog, my job, or my nightlife, it ain't happening.”
—Female, 23, CA

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