An investigation on Youtube and brand partnerships

Abstract

YouTube and YouTube personalities are becoming the medium of choice for advertising and marketing campaigns, due to the fact this platform and new age celebrities have such a huge devoted base of followers. This means there is great opportunity for brands to partner with individual YouTubers who fit and live their brands. The research aimed to identify how an individual can successfully use YouTube to enable a brand to partner with them. In order to determine this, a formula needed to be constructed in order to understand what creates a successful personal brand. As online personalities are seen to be a fairly new phenomenon, there is a gap in literature explaining the success behind these individuals YouTube channels, personal brands and other merchandise and products they produce. Through an in-depth analysis of female fashion and beauty YouTuber, Zoe Sugg and her YouTube channel Zoella, the essential tools needed to build and create a successful personal brand were identified. YouTubers are ultimately seen by their viewers as a friend as opposed to a celebrity. They are perceived to be an individual they can trust and relate to on a personal level. Thus making them accessible and relevant to online viewers and uses today. Therefore through research it was discovered that the most important elements needed to create a successful personal brand are based on authenticity and transparency of the individual behind the personal brand itself.