When I was a teenager, I was obsessed with YouTube videos. As a typical girly girl, I couldn't get enough of makeup routines, "get ready with me" videos, and pampering day vlogs.
But, as I grew older, I kinda stopped. Kind of.
I mean, I still look up makeup tutorials occasionally, but it wasn’t as frequent as it used to be.
My guess is because Vine (if you know, you know) and TikTok came along and my attention span got shorter and shorter. Watching a 20-minute video in one go became a challenge.
It’s bad, I know.
Recently, though, Leah Halton blew up on TikTok, gaining over 800 million views (I know, insane right?!) on one of her videos.
Curious, I checked her out and discovered she also has a YouTube channel. Before I knew it, I was binge-watching her videos and even bought a product she recommended!
That got me thinking: Are YouTube influencers making a comeback?
Are YouTube Influencers a Good Investment in 2024?
So here’s what I think: YouTube influencers are still very much a thing in 2024! Despite the rise of short-form content on platforms like TikTok, YouTube remains the go-to platform for influencers and brands alike.
Let me explain.
First off, YouTube has always had this unique space for long-form content that platforms like TikTok and Instagram just can't replicate.
While TikTok is great for quick, bite-sized entertainment, YouTube allows creators to dive deeper into their content. Think about it—where else can you find a 30-minute detailed makeup tutorial, an hour-long skincare routine, or a comprehensive review of the latest beauty products?
Influencers like Leah Halton are a perfect example of how creators can successfully straddle both TikTok and YouTube. Her TikTok fame no doubt helps drive traffic to her YouTube channel.
It’s like a cycle—people get hooked on her TikTok videos and then head over to YouTube for more in-depth content. And because she’s already established trust and credibility on one platform, it’s easier for her audience to follow her across multiple platforms.
Another thing to consider is the power of YouTube’s search engine. It’s the second largest search engine in the world, right after Google.
So when you’re looking for a detailed review or a step-by-step tutorial, chances are, you’ll end up on YouTube. This makes it an essential platform for influencers who want to create evergreen content that remains discoverable over time.
And let's not forget the monetization aspect. YouTube’s ad revenue model, combined with sponsorship deals and affiliate marketing, provides influencers with multiple streams of income.
For many creators, YouTube is not just a hobby; it's a full-fledged career. Brands recognize this and continue to invest heavily in YouTube influencer partnerships because they see the value in the detailed, engaging content that can drive sales—just like how I ended up buying a product Leah recommended!
So, are YouTube influencers making a comeback?
It’s not so much a comeback because they never really went away. Instead, they’ve adapted and evolved alongside newer platforms, maintaining their relevance and influence.
YouTube still holds its ground as a platform for in-depth content and detailed storytelling, which keeps both influencers and audiences coming back for more.
In short, while our attention spans might be shrinking, our love for authentic content hasn’t gone anywhere. And YouTube influencers are here to stay, continuing to shape trends and influence buying decisions, one video at a time.
SO, WHERE DO YOU FIND THIS PARTNER?
Well, aren’t we glad you asked! We at DigiCom are obsessive data-driven marketers pulling from multi-disciplinary strategies to unlock scale. We buy media across all platforms and placements and provide creative solutions alongside content creation, and conversion rate optimizations. We pride ourselves on your successes and will stop at nothing to help you grow.
Comments