Business snapping up YouTube stars

ANDY Warhol may have famously opined that everybody would have 15 minutes of fame but YouTube stars are increasingly prolonging their moment in the limelight, thanks to businesses.

By InvestSMART · 14 May 2012

By InvestSMART ·
14 May 2012

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ANDY Warhol may have famously opined that everybody would have 15 minutes of fame but YouTube stars are increasingly prolonging their moment in the limelight, thanks to businesses.

YouTube says savvy businesses are taking advantage of the way videos gain viral status, by signing its celebrities for endorsements and partnerships.

"These are people that know how the platform work, know how to really be engaged with an audience and have built themselves not only a great reputation through doing amazing content on there but also an amazing following of subscribers," says YouTube's head of media solutions Karen Stocks.

Ms Stocks points to Sydney woman Natalie Tran, who in September marks six years since joining YouTube, as a major success. Ms Tran creates skits about her life, in which she plays all of the characters and satirises her life occurrences a success that has seen her garner more than 420 million video views.

In late 2010, Ms Tran joined Lonely Planet in a series of travel videos for the brand, which Ms Stocks described as "amazingly successful".

"What's really important . . . is Natalie is authentic. When she gets on there and she works with her brand, she's authentic and brings her personality to these advertisements and these pieces of content," Ms Stocks said.

More recently, job search website SEEK teamed up with the creators of a quirky series of animations, Beached Az, which screened on the ABC.

SEEK marketing director Helen Souness said Beached Az's creators "felt very on-brand as soon as we met them" and they created specific branded content for the website's new YouTube channel.

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Frequently Asked Questions about this Article…

What trend are businesses using with YouTube stars that investors should know about?

Businesses are signing YouTube stars for endorsements and partnerships to capitalise on how videos can go viral and prolong creators' public profiles. YouTube says savvy companies are taking advantage of creators' reach and video virality to promote brands and campaigns.

Why are companies partnering with YouTube stars for brand partnerships and endorsements?

According to YouTube's head of media solutions Karen Stocks, companies partner with YouTube stars because these creators know how the platform works, are highly engaged with audiences, have built strong reputations and subscriber followings, and can bring authenticity to branded content.

How did Lonely Planet use a YouTube creator in a brand partnership?

Lonely Planet teamed up with Sydney creator Natalie Tran for a series of travel videos in late 2010. YouTube described the collaboration as “amazingly successful,” citing Tran's engaging style and reach.

Who is Natalie Tran and what makes her a successful YouTube creator?

Natalie Tran is a Sydney-based YouTuber known for skits in which she plays multiple characters and satirises everyday life. The article notes she had been on YouTube for about six years and has amassed more than 420 million video views, with authenticity cited as a key to her success.

How did SEEK work with YouTube creators and what was the result?

Job-search website SEEK partnered with the creators of the animated series Beached Az (which screened on the ABC) to produce specific branded content for SEEK’s new YouTube channel. SEEK’s marketing director Helen Souness said the creators felt “very on-brand” and tailored content to the site.

What role does authenticity play in successful branded content on YouTube?

The article emphasises authenticity as crucial: Karen Stocks points out that creators who remain authentic and bring their personality to advertisements and branded pieces are more effective, as shown in Natalie Tran’s and other creators’ partnerships.

What measurable results from YouTube partnerships are mentioned in the article?

The article highlights Natalie Tran’s reach—more than 420 million video views—and describes the Lonely Planet collaboration as “amazingly successful,” indicating high viewership and positive brand response as tangible outcomes of such partnerships.

What should everyday investors look for when companies invest in YouTube star partnerships?

Based on the article, investors should note whether companies choose creators who understand the platform, have engaged subscriber followings, produce authentic content, and create on-brand branded pieces—factors cited by YouTube and SEEK as drivers of successful collaborations.