Oct 26, min read. Copy link. Sarah Han. Creator Insights Creator Insights taps into the expertise of successful content makers sharing their top insights and advice. Creator Spotlight Through one-on-one interviews, Creator Spotlight pulls the curtain back on interesting people creating unique online content.
Related stories. Leveraging the influence of YouTube Creators, brands can connect with consumers on the channels they prefer, through the content they enjoy. How YouTubers Make Money. For the latest authoritative marketing news, trends, and stats on influencer marketing, subscribe to our industry digest newsletter!
Size — To be considered a Creator by YouTube, an individual must have an active account. Still, the channels managed by YouTube Creators can range from single digit followers to tens of millions of subscribers.
These audiences sometimes comprise specific demographics , while others can encompass a broad range of identities. Channel Focus — Some creators prefer to stay behind-the-lens, letting the subject of their content or others take center stage, while many YouTube Creators serve as their own on-camera talent. Production — Some of the top YouTube Creators have support from production companies, or employ videographers, editors, animators, and marketers, but most individual creators produce , capture, edit, and promote their own content on the platform.
Partnerships — Depending on their reach and influence, YouTube Creators can have varying relationships with the YouTube platform , brands and sponsors, as well as multi-channel networks MCNs and influencer marketing companies. Related Posts.
Click the button to get in touch. These were people such as the Fat Jewish, who built his brand off memes; Caroline Calloway , who breathlessly overshared every aspect of her life as a University of Cambridge student; and the Eswein-Phillips family , who ran massive interest-based accounts with handles such as food, baking, realestate, and newyorkcity. At first, from to , these people were referred to as Instagram stars or Instagrammers.
But by early , a new word started to take hold: influencer. Influencer is a platform-agnostic term. It describes anyone who leverages social media to grow a following and exerts influence over that following in order to make money. An influencer might be the teenager who blows up on Instagram for viral makeup tutorials and starts selling beauty products via sponsored posts. Or the stay-at-home mom turned fashion vlogger who uses her following on YouTube, Instagram, and Pinterest to shill her custom-clothing line.
Or the middle-aged chef whose homemade cooking videos generate thousands of views on Instagram and Twitter and who uses that audience to promote his own cookbook. Very quickly, a hierarchy developed. Influencers, because they came later, were stereotyped as less worthy than traditional YouTube creators, a class of people who had already spent years establishing themselves and whose existence and worth had been validated by YouTube itself, a much larger social network than Instagram, Twitter, or Pinterest.
Even today, the people who shy away from the term influencer mostly do so, they say, because they find the term a bit cringeworthy. The word influencer is also inherently tied to business and monetizing, especially through branded content. A creator, she argues, is in it for the self-expression. The current distinction between creators and influencers has much more to do with what platform a person gains her fame on than her gender. Funnily enough, Instagram recently announced that high-profile influencers on its platform will soon be given special access to advanced features called Creator Accounts.
Many self-described influencers monetize through sponsorship deals rather than direct monetization, which was traditionally available only on YouTube. But as Facebook and Instagram shift toward allowing more direct monetization through products such as Instagram shopping and Facebook fan subscriptions , they have embraced the term creator.
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