While social media has opened the door for select innovators with small budgets, the landscape has become almost entirely pay-to-pay. Scaled reach on Facebook requires advertising spend, and winning brands on YouTube rely on TrueView in-stream ads — the platform’s premier advertising product — or offline advertising to drive viewing.
In the midst of this shift towards big budgets, savvy brands are discovering a more cost-effective way to drive digital video impact: Influencers.
Traditional brands are not the biggest winners on YouTube, influencers are. In the Beauty space especially, vloggers and makeup artists have gained significant scaled reach on YouTube without pre-roll advertising.
By: https://twitter.com/PilarLazzati/status/855300063765057536 @PilarLazzati
