Questão PET - According to the text: a) Why are YouTubers considered influencers?

The Rise of YouTube Influencers 

There are plenty of benefits to working directly with a YouTube influencer: 

• When it comes to video content, a YouTube influencer is a trendsetter that social media users trust to identify the hottest products and trends. 

• Most YouTube creators are highly selective when choosing brands to partner with, adding a level of authenticity to sponsored content. 

• YouTube influencers listen to and interact with their audiences, cultivating communities that are more like friendships than fanships.

Also, YouTube influencers are changing perspectives across more industries than you’d think.

A study conducted by Carat, Nielsen, and YouTube found that beauty brands were the first to partner with YouTube influencers, with 86% of the top 200 videos in the beauty category coming from influencers (not brands).

But what’s intriguing about Carat’s finding is just how far YouTube influencers stretch beyond this particular niche.

Carat tested nine more categories including snacks, auto, and toys. Across all nine of them, working with a YouTube influencer caused an uplift in brand affinity as well as consumers’ purchase intent.

So the idea that YouTube influencer marketing is purely for the female audience who are looking at beauty and cosmetic brands simply isn’t true.

Ultimately, a YouTube influencer’s impact on marketing is worth paying attention to, because the next generation of audiences is picking up on their branded content across multiple industries.

And YouTube is making its own contributions, continuously working on nurturing influencers of all sizes. For instance, it launched a ‘Merchandise’ feature that allows influencers to sell to audiences directly.

Creators with more than 10k subscribers can offer merchandise like phone cases, T-shirts, hats, or any of over 20 different items that make sense for their channel.

Additionally, it has a dedicated creators program in place that allows influencers to make great videos, find their audience, and grow their channel on YouTube. 

Available at https://www.oberlo.com/blog/youtube-influencer. Accessed on June 16, 2020.

•  According to the text: 

a) Why are YouTubers considered influencers? 

b) How is YouTube supporting marketing campaigns?

RESPOSTA: 

a) Because social media users trust them to identify the hottest products and trends.

b) By allowing influencers to sell to audiences directly and offer merchandise items