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.