Communication between two people and then we go to a broadcast communication. Style for the last one hundred hundred and fifty years once the public was Allowed to communicate back with us and this two-way dialogue was reestablished.
I think it was a game changer for not just a journalism industry, but PR Marketing across every industry and all sectors and category Wizards involved in Kind of the digital aspects, of virtually everything that they do so I mean, if There’s any one change: it’s just the going from the unusual to the ubiquity Of digital and its impact, not just on communications but on business overall If we look at these social media influencers and their ability to publish And amplify content to large audience segments.
This is a paradigm shift in how We do business today, social media influencers are the new royalty. Influencer has always been an important Tool for brands because it is more powerful when someone else is talking. About you or your product, in a positive way than when you are, it, gives you this Third-Party credibility of sort of an endorsement it used to be that are the Main influences we dealt with in public relations or media.
The conversation used To be about 5, 10 years ago, what magazine covers? Do you have what Magazine covers do happen. That was the thing people don’t even talk about. Magazines anymore between Twitter and Instagram and Facebook reddit, I mean That’s the place where you can see where the cultural conversation is going so We’ve had to adapt to that people are reading about entertainment, almost less Looking for factual information as looking for recommendations or looking At what’s hot or what people are talking about, because not only do they want to Have their time sort of mitigated by only paying attention to the things that That are hot or people are talking about.
They also want to be part of the Conversation so those people, friends, family people they may follow, like Influences that you’re talking about sort of sift through the madness and say Out of the 300 things that are in front of you right now, these are the five that You should pay attention to. We just used to have radio, television and print and Now you have dozens of social blogs for there ways to reach people and also Have conversations with them? That’s changed the whole dynamic of our Business, I remember it was novel that a brand would say.
Oh my gosh people are Talking about us on Twitter, what do they say and they would freak out about every Little criticism that really grew and awareness of the power of it on a Slightly negative standpoint, but then there was a growing awareness that oh, we Can influence that conversation or we can learn from those valid criticisms? And improve our products and build a better relationship by being good Listeners and hearing from our customers, companies in the last several years, have Seen an opportunity to become much more aggressive about self-publishing So companies are much we’re in the business of content.
Creation and syndication, the attitude is, if we don’t tell our story, who will Technology, social blogs platforms and so forth kind of provide a way in which They can do that. So you know, virtually every company today sees themselves as a Publisher of one sort or another, it’s interesting! What some of these large Brands are doing now around content marketing. If you look at Marriott and Their creation of their content, studio, they’re, putting a flag in the ground and Saying look: we are a media company.
Having said that, the impact of that Publishing and the impact of that syndication is still directly linked to How effective they are at getting influencers to embrace that content and Share that content, you know about 85 percent of consumers, want more of a Humanized two-way communication type of relationship with their companies on Social and digital, but only about 20 percent, believe that that’s actually Happening the way they used to create content was in a vacuum, one-way.
Communications, they used to think about. What’s the new product, what’s B, Initiative that we really need to get there, let’s create a one picture or one Article and we’ll put it out across Facebook, Twitter Instagram YouTube now. Each platform has a different type of person that follows that those are Different types of content and different types of people, consumers are very savvy. Right, especially younger as you get to the Millennials Millennials with savvy They understand what you’re trying to you know.
Don’t try to sell me this and Try to push me this, and I can immediately see to see that and when This connection is non-organic. You immediately switch the blog. You Immediately press stop on your browser player because you understand them is Not honest, the challenge is to find these content pieces that are one Obviously, connected to a certain extent, to the band, but also connected to the Consumer in an emotional level, in order to do that, you need to really work with People who are part of that group bringing in what we call now influencers I would say the first time I really noticed the power of influencers rising Was when I was working at Google and I was helping launch Google+ and at first Our primary focus was to identify celebrities as we’re working with Celebrities we actually realized that there were these other communities of People who had followings that were just as big, if not bigger, and maybe their Numbers when it’s big with the engagement was a lot bigger, so the power That those influencers had in a lot of ways is actually more impactful than the Power we saw this the celebrities having how to Gumrah a spirit if you’re on the Internet and you want to find out something we all pretty much go to.
Google, so I’m going to do inspired by my girlfriend, Google myself, so I’m going to Type is PewDiePie, and then there are people who exist outside of that. Traditional power structure and traditional ways of getting their voice. Across so maybe they blogs but they’re, not a journalist but still have a Significant following and a significant number of people that are listening to Them we’ve been influencing behavior one person to another forever, but digital And social media have allowed for that to scale at scale is unprecedented.
That An individual who may or may not be of a postive authority or you know, be famous Or have their television show or be a big personality of some kind? They can to Earn an audience over time and and be an influencer from their living room from Their computer, you know people often ask me why don’t I Reply to negative comments, that’s because I only have two sides. I really See influencers as the sort of real embodiment of the social media, Revolution for social media we’ve seen tremendous changes from 2000 through 2017: first in the late 1990s and early 2000s The introduction of blogging platforms we move from there to sites like YouTube, That came along in 2005, which was very transformative in how we publish and Consume article content: after 2005, we saw Facebook opening to the public, it was no Longer only for university students that became open to the public in 2006 that Was the same year that Twitter also launched it was a sort of odd little Platform that had 140 characters on it, 2010 Instagram launched itself.
2011 was The beginning of snapchat that came along Facebook then bought Instagram in 2012 Twitter bought a vine platform in 2012. Tremendous changes in growth here, If I had told you in 2004-2005 that your MySpace page or fabulously bedazzled Myspace page was no longer going to exist in a couple years. Most people want To believe me, but the fact of the matter is social media. The social web has Changed from Mendeley in the last 15 years, it’s dynamic and changing it.
Doesn’t stand still social media in general and YouTube Specifically and really all the platforms that have become famous at This point really didn’t start as Commerce based society and today we’re Bringing you the winners who, according to Forbes, are making Bank this year. Youtube started in 2005 just to tackle a technological problem at that time, which Was the difficulties in transfer article? It had no intention to become a article Destination, it had no intention to become an entertainment destination.
Ladies and gentlemen, let me tell you: About that bloodline, 100, 100 days of me recording my life. There was a point in Time and and I’m very happy to say that I that I was part of it and it was Around 2010 2011, when once we figured it out the intellectual property protection, System and we made pieces with everyone that produces intellectual property, That’s when we started to understand that we had people at the platform Creating content and aggregating a very large audience around their content.
Those audiences were going from these intimate crowds that they could no One-To-One into crowds that they were really performing for that you know Indirectly – and you really went from a friend network to an audience – and I Think a lot of those creators realized that and started to started to refine What they were doing, I am your host Corey, Vidal and you’re reading my show I’r trying to figure out what would make people come back to my articles and and What can keep people’s attention for more than five minutes, because people’s People lose attention really quickly already.
This is probably getting too Long so I’m going to cut right here. I’ve been posting on YouTube for two Years all kinds of articles of me sharing some of my random talents that I have I dance I play guitar or I sing kind of the main three. I also do some acting Here and there um and some of the articles, I’ve posted, have gotten a lot of hits. And in turn I ended up with a lot of subscribers, so YouTube ended up actually Making me a partner nobody ever considered.
This would make The money it was just, how do we get people to read our stuff? I’r not quite Sure how you have this plan, I don’t. Okay, that’s the beauty of Youtube oh shut up. I hate that intro, I’m a filmmaker and a producer. It’s why I Moved to LA to do originally, and I met a bunch of people who were like YouTube’s Really cool or making stuff – and I was like oh I’m a I make some stuff, so we Started to work together and make things together and try and figure out how this Youtube thing was working and we were like.
Oh if you upload at 2:00 p.M. On a Tuesday, it does better than if you upload at 9:00 a.M. On a Wednesday So everybody like okay I’ll, do that too, and then we figured out thumbnails if You make them look this way, it’ll get more clicks, so we were kind of figuring Out how the whole thing worked, and so I became part of that community that I Added slowly, it started to grow and that initial group of people became the first Youtube millionaires, I think most of them are still around.
It happened. Because we were the very first platform that empowered people for the very very First time we’re giving people the ability to draw together themselves, Hey Look at this Shayla, we love what we’re not back, we’re not picking the winners. The audience is picking the winners, so I think, because we were the very first Platform to empower people, we got this massive amount of young storytellers Many of them extremely knowledgeable, extremely talented, telling their stories To the world, I tried to put up a song of my daughter, night singing and by Accident is all by accident, ended up going viral on YouTube.
I started getting restyled by a bunch of people a lot of a lot of media attention. To the past three years and to this day, action and I decided to To to go even deeper, so you know singing songs with my daughter was fun and stuff Like that, and I realized I was given an idea of like blogging, what is hockey you Know and I and I realized that I’ve been blogging, my whole life recording my kids Memories and doing and talking to myself in the counter I was crazy, but on I Wasn’t crazy, I was blogging so then a light bulb hit.
You know, I’m getting Ready to apply for Law School for graduate school, and I decided to do this – Instead, I started to become a youtuber and share my life to the world, focusing On family, community, art and music, and and really talking about things that Matter to me, like immigration and everything I was Serving and things that I care about, I really do really care about this and I Really want to share this world, so I started to do a head of fun and, like Really inspire people to think about it like influence or you know, influence was One point: oh right: the reason why is it’s really challenging to make good Article content, the level of complexity, is higher than an image.
It’s tough to find People who are really passionate about editing article and creating that content So your pool of influencers are potential. Influencers is much smaller. You look at a platform like Instagram or a lot of these mobile social platforms. Their image phase, so you don’t need to edit it. You don’t have to have any sort. Of knowledge on how to create the content, you can just You know plug and fight, and so we saw a much larger pool of potential Influencers and we saw much lower barrier to entry to creating good Content, so you put those together and rather than seeing a handful of Influences emerge we’re seeing tens of thousands as social media itself evolves.
And as we see new platforms, there’s going to be the people who get it first, there’s a whole different breed of Influencers on snapchat that didn’t pick up YouTube and put it on snapchat They understood snapchat is something inherently different. They understood That this whole concept of writing on the article is new and so you’ve got People like geo snap and my ology, and these and shonduras people who weren’t Influencers on other blogs, but latched onto this thing so quickly and So natively it was unbelievably creative and then you, you see other people copy Them you see, bring a copy of them and follow them staying relevant.
It’s a lot. Of work, there’s new apps all the time and you don’t know which ones are going. To take off in which wall, yes, you have to get on them. All musically is blowing Up right now, I don’t know why you know and if you didn’t get on early enough, You’re out, I’ve grown as technologies grown so right now, a really big thing: That we have in the world of technology is livestream, so I was on livestream Very early on ATS back then we had meerkat and I was One of the top near catters and then we had periscope when I found out that now, Periscope was coming out and you could save it on your phone.
I was like yes, the Tech gods could like kissed down on me and my my Effort so I dug into a periscope very quickly and very deeply I’m proud to say on the top latina Periscope are continue to be, I’m actually nominated for a shorty award. This year, for periscope of the year for me, I’ve always had a natural inclination. For technology so being able to really combine that and, more importantly, being Able to use it as a pipeline for me to share what I go through with the hopes.
Of inspiring them to pursue their dreams and their passions is really what my Overall community theme is which is love bug nation. In the interviews I’ve done. I Often find that the the viral sensation has to do a lot of work to sustain those Those connections and you’ll see that sometimes you’ll see somebody who goes Viral and becomes sort of culturally famous for a moment in digital space. Either through a newscast that ends up on on YouTube and blows up or one Picture that everybody starts sharing all over the place and and then we find Out who that person really is in the world and they become influential and That was buzzing wondering just who this cashier Beauty might be.
I went from a Hundred and fourteen followers on Twitter to three hundred and fifty Thousand and one night 24 hours ago, no one’s just like a normal cashier at Target and then some girl took a picture of me and I never saw her take a picture. Of me, but there was a group of girls that would come in and take pictures of Me every once in a while they I would notice it sometimes, but this one I Didn’t my manager came up to me one day.
It was on a Sunday. I remember she came Out to me – and she was like hi she’s pushy – has like 20 thousand retweets on Twitter I was like no, I thought it was fake right and then bad picture. Yeah Uh-Huh and then about an hour later Ellen reached out to me a couple days: After that, I went on suffer Ellen. That was terrifying. Because I was just like kid that worked at Target, I had no like experience in That whole realm and I just kind of went from there – I got up to like 750 thousand Followers on Twitter, in, like a couple weeks, two million on Instagram And a couple weeks is the rollercoaster.
I think the other way to look at this Are normal people? I mean people really who never intended to be entertainers or Influencers in the first place, who were just having conversations about Something they really cared about, whether it was a specific passion like Gaming or sports or makeup fashion, there’s so many different fields in Which this has happened? They just talk about them because they really want to Connect with people about you know some aspect of their of their interest.
I created the look at the first moment. Yes, that’s a passion, just like a hobby, For the weekend, so I’d used to take pictures with my mom in the garden of my House and just I share the pictures only the weekend – Saturdays and Sundays, but This is a hobby like because I always have liked fashion. I like clothes, how to Combine different styles, I, like fashion when I was little, I was always looking The magazine’s with my month I create the blog and then Facebook Instagram was My life media like two years ago, but it has grown very fast.
I think, because of The the feeling with my followers, I’m always trying to answer them all the Questions that they have the thing that the most important thing for me is that They look at me like very natural. I can be like this with makeup, but I can also Show them with a bony one here, mine with my hair and a mask at night, or when I Wake up like good morning this is my morning face, so people want to know that Not like more to feel you like, more clothes, not like a model or I’m not Perfect – and I know pretend to be – I don’t like it I’r just Martin and I try to serve in my daily life site.
It was my only passion. When I was kid I was plates okay and then, when I was 18 a doctor told me like You need to stop because you, you have a problem, a genetic problem underneath and It was a big shock for me because it was the only thing besides Studied I was doing in my life and I select how I’m going to do that and then a Door open and say like if you restraint, you work out your legs in the gym with Certain exercise, you may recover your knee and you may keep track the future.
For soccer for everything, so I hung out with Adam, I met many people who helped Me out to understand this amazing world, like Fitness, how it better, how train Harder, I would exercise a million dollar, so that became my my my passion. So when I move here to Los Angeles, any Exercise I was doing I posted anything. I didn’t trust at all in Salem. I just did It because this girl she became my friend she told me, like you – need to do It that’s like okay, she knows better than me.
How is working Los Angeles, so I’r going to do it, but in few times I saw the people respond. The people answered To all the tips, all the questions I posted in Instagram all the stuffs, I Select, oh, this is working. You know this is truly working and I was connecting With people from all around the world, which is fantastic and that in that Point is when I discovered the the potential of insulin, so I took it.
Serious and I’m posting like very regularly like three four times a week: About tips of nutrition exercise, training, lifestyle – I think a lot of them. Had to come to realize that they had an influence that actually could be Commercialized some way, I did it like a step by step and when I was about 50,000 Or 60,000 on Instagram, that was the moment the malls in the top, when I Started like asking for money, of course, because I said I have these followers And I think that this has to be like I went to wind while that was happening.
More and more companies, especially some you know, really forward-looking. Companies started to realize that this was an opportunity to talk to a Demographic, they were having a hard time reaching. What do you think of em as Millennials people who are sort of on the cutting edge of digital technology, They were harder to contact through those traditional media, and so they Needed to figure out new ways to to contact them in ways that felt authentic.
So what we try to do is learn from influencers and learn from people who Are online and finding audiences online and take whatever bit of authenticity or Whatever piece of shareable that they’ve star To the flourishing to create, how do we incorporate that into a brand message in A way that now we make one a piece of content for a brand. It doesn’t feel like A commercial it feels like a piece of entertainment that I really enjoy add Value to my life – and I want to share it with my friends – The traditional model has moved away from what it is.
The old-school Commercial! Thirty, second, to a more you know, digital based advertising, which is What we now call branded content, it has moved from trying to push in a 30-second Spot a product to like, let me talk to you because, as a brand, we understand What you are into and when the content creates this more of a lifestyle content, That is presented by a brand more so than hey. Look at the brand.
But what’s Interesting is that a great social media campaign influencer campaign, if it Generates enough conversation, it then becomes newsworthy and then the earned Media blogs will pick it up. I was brought in initially to manage digital Content specifically for one of our clients, which is Lexus at that time, the Idea was to create a portal for the Hispanic and the American market that Would speak to that consumer beyond just buy this car, or this is our brand? We Really wanted to connect to that consumer.
This is a luxury brand, so at a High level or a lifestyle level, to give you an example, one of the pillars is Lexus called them it’s music right now. Hispanics were very passionate about Music and through people here at the agency, I was lucky to be introduced to Gillian Tia, who was the creator and host Olivia Lexus % stepfather Chris? This is The music show that you know day in the life of a up-and-coming alternative.
Artist and I find when I saw that that the concept was was really organic. You know: pili went from one place to another, one in the vehicle to me. Specifically thinking about Lexus, this is a perfect integration. She is music Lover and she talks to music lovers and there’s a very direct connection. Even Though she’s not a musician, she is a curator, a connoisseur of what’s coming. Up and so her audience trusts her I’ve been very lucky to work with really high friends, Heineken Starbucks Lexus And I’ve been very lucky to work with them, because I think that there are Brands and my brand being la vida really go well together and that’s why it works.
You know: that’s why it’s like. Okay, these are successful campaign manifest you can Have the USA momentum? My content is: very, it’s really like my life, so it’s very Comes are very genuine place. It comes from really connecting with my followers. And showing them what my life is like when it comes to a brand, I really sit. Down with a brand and listen to what their purpose is and what the goal of That contain is, and then through that information, then obviously the concept That, without their will, relate to them as well.
Actually, I think influencers who Are now being mentioned, as you know, the new kings of media and promotion, I think That I agree with it. I think that in the last couple years we’ve seen how Influencers are very important to marketing. However, the one thing that I Will say is that when you look at an influencer, you got to look beyond his Numbers beyond how many people he reaches you know I can have millions of Followers, but if these are not, followers are actually interested in his message.
Sometimes it’s tough to gauge that right and there’s tools that we use in other Production companies that you can see the top influencers and see the numbers And that’s one thing: do you need to meet them, one for personality and two to make Sure that these are actually talking to these audiences, so when we’re advising Clients or when we’re doing research anything we’re finding. Now everyone is Talking about you’ve got to engage people with smaller followings, meaning That they’re trying to find their tribe.
This is me finding the person who I Absolutely 100 % relate to, and I am inspired by and therefore I’m more Likely to make a purchase from them, then this person who’s got a bigger following So, instead of there being the one celebrity or the one youtuber that Everybody knows sure they still exist right. You’re PewDiePie, Michelle Phan Like they’re still out there but what’s more interesting to me and I think more Indicative of what’s new about about influencers and online spaces, In general is that within certain niche communities in leash interests, you have Those kings, you have the person who is not, you know, gods to everyone, but to This particular group of people who love this kind of music or love this kind of Art or think this particular brand of humor is funny.
They dominate advertisers. And marketers feeling, as if an influence or activation, is pulling the wool over The eyes of anyone is delusional. Like the viewers know, this is a partnership. They know this is a brand thing, so I think using the word authenticity People often think like: oh, it doesn’t look like an ad. No consumers know that They’re being paid for this or they’re getting something from it, the FCC Requirements have made it extremely clear that you have to basically beat People over the head with the fact that this is the partnership, the language That the FCC uses that requires influencers to disclose that there have A relationship of some kind with a brand they’re talking about it, has to be clear.
And conspicuous the rule is basically that if your grandma in Iowa can’t tell That this is an ad. You need to be more obvious about it, like it’s, a very low Standard, so when we think about authenticity, it’s not about fooling the Customer, the consumer, it’s about its feeling, like there’s still validity and What the influencer are the same, it’s kind of twofold number one is the Content, they are producing their point of view on life.
You know what is their Personal story is this a product they would or brand. They would actually use. Or be open to, or if not is there a damn good super creative reason? Why and we’re Intentionally disrupting it, you should never try to deceive the consumer. What We see is there’s nothing wrong with partnering with a brand right people. Understand the same way, a television network has commercials right or a TV Show has product placement, it’s the same thing, but the way I like To look at it, it’s almost like, through the analogy of a professional surfer, you Never look at a professional surfer and say: oh you’re, being sponsored by Red Bull, that’s so bad right or you’re being sponsored by Channel Island.
That’s so Bad, you always look at it and say like wow. That’s awesome! You’re partnering with a brand that you really like that you’re associating Yourself with, and so it’s often a win-win cause, I’m very true to who I am And very true to that message: most brands know when they reach out to me. It Definitely has to be not just to win for them, but for me the thing that I’m Always thinking about is how is this one going to be a win for my community? If I Take care of my community and I also take care of the client.
I know it’ll be A win for me yet and if it’s a great match, as I said, and it really meets a Certain amount of criteria, then I’m in discovering that I could make money on All this in, like really Wow it was insane. It wasn’t like you really. You Could just be yourself and get paid for it all right, that’s cool! So I decided to Keep going, keep going, keep going and being myself and trying to be myself and Finally, I came to these past six years.
Seven years, I really learned to discover Me as a person as an entertainer as a father as a youtuber as a fan as a Influence or power Latino, I started attending conferences. I started to pick I started speaking at school. I started getting to know other people. I started You know doing more on Facebook, on Instagram and on Twitter and really Connecting with people and trying my best to really inspire families, kids Fathers mothers to remember that it’s okay B, that it’s okay to have fun! It’s Okay, to be yourself and to not follow trends, to not do what others do, but do You you know so and a lot of brands that I’ve worked with early on understood.
That and I really tried mine to say my ground and to be honest with myself and Try to be real with people 20 comments from the article that I made For my wife, the one that is about about her about International Women’s Day and Her voice being my voice, and I a lot of you a lot of you were writing that I Don’t know if it’s new people, I don’t know if it’s people that have been I Think the primary reason for success for influencers is trust.
They build these Communities in which they’re in the center people subscribe to them and Connect to them and follow their lives in a way that we’ve never been able to Follow people’s lives before even celebrities in movies were playing Somebody else you know the athlete on a field is taking on a role, but but the Connection that you get through something like YouTube or Instagram or Facebook is really banned themselves and so there’s there’s this trusting.
Connection that comes from this sort of mass friendship that they build together. I think we live in a trust deficit now, so we have so much information. We don’t Know how to process it, and so what we look for is trust and what we trust is People and so we look at reviews to decide what movies we’re going to Download we look at reviews to decide what restaurants we’re going to eat at We look at recommendations for which cars we’re going to buy, so we we really Look to people to make almost every decision in our life and so influences Are just one part of that influencers have the level of engagement, they have With their audience, because there’s a sense of friendship, how’s it going Everyone pewdiepie here and bang, welcome to my very first non-game oftentimes Influencers start out just like anybody where they’re just A kid putting a camera on in their bedroom and just giving it a shot, and I Think people really relate to that because they feel like oh, that could be Me that could be my best friend I could be my neighbor.
The power of influencers Is that they have this direct connection with their fans, the fans have been Reading them, who knows for how long, I trust what they say and they follow what Their suggestions are, they have to be a little careful with that power where We’re always looking for what’s happening next and in trying to be aware. Of that and we partner with lots of outside companies to help us be on the Cutting edge coal companies have grown up in this space now, who are Intermediaries between brands and influences I’m 26 years old.
I think I Made it to the fourth splurt under 30 list, just because a lot of attraction, We’re getting in the space we have a few awards and accolades from previous work. We’ve done, and I think as well. The influencer marketing space is a very Young space and has a lot of opportunity for young entrepreneurs to step up Influencers by one of the most talked about words and marketing today, it Started at a really low price point in 2010 and it’s been increasingly growing.
Due to you know, marketers and brands just seeing the value in it and it’s Becoming more analytical in today’s day and age, to where brands are a little bit, More savvy and influencers are also just as savvy as well, because they’re Receiving deals left and right from different types of brands. I think in Terms of, if there’s a bubble, I wouldn’t consider it a bubble. I think I think the Market will always will always work itself out and there’ll always be a need.
For influencers, I think eventually, there’s going to be a point. Where is There’s more of a standard protocol, instead of it being the wild wild west. At this point, there’s no exact science to it. You
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