Blog | Gordon Glenister - Influencer Marketing Expert

19th August 2023

How Much Do Virtual Influencers Make Online?

Lu do Magalu - £12.7 million

First in the rankings is Lu do Magalu: a social media star in Brazil with over 6.4 million Instagram followers, created by Brazilian retail brand Magalu. Originally focused on content such as unboxing videos and product reviews on behalf of the company, Lu now also shares her life and takes a stand on political matters, such as advocating for LGBT rights. Lu is no longer just a sales tool, but a fully fledged influencer.

As one of the most loved and well-known influencers in Brazil, this non-human icon could earn over £12.7 million per year on Instagram alone.

CB of Casas Bahia - £6.4 million

Second in the rankings is CB, another product of a Brazilian retail giant, this time Casas Bahia. Like Lu do Magalu, CB’s content is not exclusive to product advertisement for the brand; he shares his love of video games, movies, memes and more with his almost 4 million Instagram followers.

This animated virtual teen has the potential to earn over £6.4 million on Instagram alone.

Any Malu - £481K

Third in the rankings is Any Malu: a virtual influencer turned Cartoon Network star who has the potential to make over £481K from her Instagram presence alone. The animated figure from Brazil has over 3 million YouTube subscribers as well as over half a million followers on Instagram.

Originally created by production company Combo Estúdio as a marketing tool, Any Malu began making videos on YouTube and is now the star of her own animated Cartoon Network television show: O (sur)real mundo de Any Malu (English: Any Malu's Surreal World).

Noonoouri - £135K

Next up is Noonoouri: a digital style icon who has made waves in the fashion world. The animated character has worked with the likes of Dior, Valentino, MiuMiu, Kim Kardashian and more; a list that most real-life influencers only dream of. Noonoouri also brings awareness to social issues and advocates for animal rights to her over 400K followers on Instagram.

From her Instagram platform, Noonoouri could be making over £135K per year.

Leya Love - £119K

Next in the rankings is a virtual influencer with a bigger mission: Leya Love is an ambassador for the “World Awareness Movement” and encourages her 383K Instagram followers to embrace positivity and love the planet.

With the platform she has built from spreading her positive messages, the virtual activist and influencer could make £119K per year from Instagram.

19th August 2023

Do you want to earn $12,000 per post on TikTok?

Nikolarn, real name Nikola Anicic, is the highest-paid streamer on TikTok.

A retired Serbian professional Apex Legend player who used to compete for Team Singularity, Nikolarn creates gaming content covering games such as Counter-Strike, Apex Legends and Valorant. He is also a prominent crypto enthusiast. A single sponsored post on Nikolarn’s TikTok could cost up to $12,690

Ibai Llanos Garatea, commonly known as Ibai, is the second highest-paid gamer on TikTok.

Ibai is an ex-content creator for G2 Esports, is co-owner of esports team KPO and regularly streams video games such as League of Legends on Twitch, as well as streaming sports commentary and “Just Chatting” videos. With 16 million followers on TikTok, a single sponsored post on his account could be worth $12,675.

British streamer and social media sensation TommyInnit has the third most valuable TikTok presence.

With a single post from his account being worth up to $9,635/ Real name Thomas Simons, TommyInnit is one of the youngest streamers in Tipalti’s report and has over 12 million followers on TikTok.

The study also looked at which gamers earnt the most on Instagram.

The Highest Earning Gamers On Instagram

AuronPlay comes in first place with potential earnings of almost $50,000 per Instagram post.

With 18.8 million followers on the platform, the majority of posts offer a more personal window into the streamer’s life than his content on YouTube and Twitch, which has a greater focus on gaming and entertainment.

In second place is El Rubis, who earns a potential $46,984 per Instagram post.

Like AuronPlay, El Rubius uses his Instagram account as more of a personal blog in which he shares moments from his day-to-day life with his 17.7 million followers.

The streamer with the third most valuable Instagram account is Ninja, real name Richard Tyler Blevins, with a single sponsored post on the account worth over $32,700.

Ninja is arguably one of the most famous streamers out there, producing content for a range of videogames including Halo 3, Apex Legends, and Fortnite.

Further study insights:

The streamer with the highest potential earnings on YouTube is GeorgeNotFound, who could be making up to $44,300 per sponsored video.
Félix Lengyel, known on Twitch as xQc, has 11.80m subscribers and can earn up to $16,088 per video.

18th July 2023

HOW DO YOU GET 65M FOLLOWERS?

18th July 2023

GROWING YOUR LINKEDIN PROFILE FT. SHREYA PATTAR

18th July 2023

DRIVE ONLINE INFLUENCE WITH PASSION & EXPERTISE FT. CAR EXPERT

13th April 2023

Climate Change Influencers – Are They More Relatable?

Climate Change Influencers – Are They More Relatable

UN secretary general, António Guterres, just rang the alarm bells with an urgent call to "massively fast-track climate efforts by every country and every sector and on every timeframe. Our world needs climate action on all fronts: everything, everywhere, all at once,” after scientists issued a final warning to act now on the climate crisis before it's too late, in the latest release (The Intergovernmental Panel on Climate Change).

As the fastest growing investment vertical today, the swift growth of climate tech innovation offers a ray of hope that we are, at last, putting our money where our mouth is to create businesses that deliver an economy where nature and the people and animals in it come before profit. Since 2010, the number of climatetech companies increased by 4x to reach over 44,500 in 2022.

Here's a list of some of the influencers playing a leading role in pushing forwards the growth of climate tech and businesses that are truly sustainable:

11. Alison Heppenstall is founder of Climate Action for Associations (CAFA) the not for profit collective that harnesses the influence of membership organisations to accelerate climate action. Ali identified that associations play a critical role in reaching the targets set out in the Paris agreement, but often lack the skills and know-how to implement action. . An Accelerator for the UN backed Race to Zero, CAFA also delivers a certified carbon neutral and a certified net zero association service for any membership association regardless of size, sector or geography.
●Climate Action for Associations Website
●LinkedIn Profile

If you’d like to talk about how to build or develop your influencer marketing strategy or how to connect with the right influencer marketing agency for your brand, get in touch. I’d love to chat.

Gordon Glenister is the author of a new book, Influencer Marketing Strategy. Learn:

How To Build An Influencer Strategy
What Makes A Great Influencer
About The Rise Of Clubhouse And Tik Tok
About Future Digital Trends For Connecting With A Digital Customer

Order your copy at: Gordon Glenister | Membership and Merchandise Specialist London

Find out more at: https://gordonglenister.com/influencer-marketing-strategy-book/

29th March 2023

How Will ChatGPT Affect Creator Jobs

If you’d like to talk about how to build or develop your influencer marketing strategy or how to connect with the right influencer marketing agency for your brand, get in touch. I’d love to chat.

Gordon Glenister is the author of a new book, Influencer Marketing Strategy. Learn:

How To Build An Influencer Strategy
What Makes A Great Influencer
About The Rise Of Clubhouse And Tik Tok
About Future Digital Trends For Connecting With A Digital Customer

Order your copy at:Gordon Glenister | Membership and Merchandise Specialist London

Find out more at: https://gordonglenister.com/book

4th March 2023

How much do influencers really earn? New research lifts the lid.

How much do influencers really earn

When I’m talking to influencers, and to the brands who hire them for their marketing clout, two of the most common questions, are unsurprisingly, about money. And they’re basically the same question but from different perspectives.

What can I expect to earn? Vs What should I expect to pay?

I prefer to think about it in terms of the value you’re delivering/getting, and I’m not alone.

The SevenSix Agency has spent a lot of time over the last couple of years investigating the world of influencer pricing. In 2021 they focused on the influencer pay gap, highlighting the fact that minority voices are often underpaid or excluded, with ethnicity considered by the majority (57%) to be a factor in lower fees being charged or offered.

For 2022, they’ve again taken a deep dive into influencer pay, teaming up with MSL Group to see whether anything has changed.

This time, they’ve also broken their pricing analysis down by key platforms giving us a really clear idea of what the market looks like from that perspective.

You can read the full report here, but I’d like to share some of the highlights and lowlights with you.

Let’s look first at the base rates.

1. Instagram

What performance should be expected?

Fees are largely based on engagement rates where 2% is a rational expectation, 3.5% should be the goal and 6% is seen as high-performing.

It’s not all about engagement rates, though. The reports suggests that many brands take a more holistic view, looking at follower numbers, whether or not the influencer has a celebrity persona, and the quality of their content.

All the fee tables used are based on fees for 1x post.

Source: SevenSix Agency Influencer Pricing Report 2023

2. TikTok

How is performance measured?

Things have changed dramatically with TikTok, which was, in the UK at least, still in its infancy when the previous survey was carried out. Since then, usage has boomed, with over 1 billion monthly active users. According to Statista, TikTok was the most-downloaded mobile app of 2022.

Influencer-wise, it’s quite different from Instagram. Rather than looking at engagement rates, brands prefer to see influencers’ total likes and video views. They look for consistency of engagement, which suggests that the audience is regularly following that influencer’s content, rather than a few big, viral hits. Brands also look at the quality of content, obviously, as well as the quality and relevance of comments.

Source: SevenSix Agency Influencer Pricing Report 2023

3. YouTube

How is YouTube performance measured?

YouTube is different again. The report highlights that it isn’t as popular with younger creators as TikTok. However, with the recent launch of YouTube shorts, it’s clearly going up against TikTok and Instagram Reels so it’s still a major contender.

Influencers on YouTube are usually asked for either an Integrated Video (which includes a small portion of sponsored video, eg 1-3 minutes) or a YouTube Short.

Like TikTok, brands place most value on views.

The SevenSix authors highlight the particular difficulty of effectively and consistently pricing for YouTube. It’s been around a while, so there is a lot of variance in historic rates, plus creating high quality YouTube content is a lot of work. So it’s difficult to get a clear picture, but I think they’ve done a good job here!

Source: SevenSix Agency Influencer Pricing Report 2023

The add-ons

Once you’ve got a clear idea of the base rate, you need to consider the overall contractual obligations. SevenSix have covered this too.

● Deliverables. What are the specifics of the campaign? Which platform(s), what frequency, and how long should any video content be?

● Usage and PI rights. The detail is important here, as it can have a big impact. How long will a brand use an influencer’s content? Which country(ies), where else will it be reproduced (ie adverts, TV etc).

● Exclusivity. Is the brand asking the influencer not to work with any competitors for a fixed length of time? This is often where influencers are able to charge higher fees, as there is potential loss of earnings to be considered.

● Level of expertise. Creators who are also expert professionals (like medical professionals, aestheticians) can often charge 30-50%, as they bring the credibility of professional expertise to the brand’s campaign.

Source: SevenSix Agency Influencer Pricing Report 2023

The influencer pay gap

In terms of highlighting pay gaps, there are some big statistics.

● 18.7% pay gap between white influencers and influencers who are people of colour

● 21.5% pay gap between white influencers and black influencers

● 153.6% pay gap between ages 18-30 and 30-34

● Influencers who described themselves as having a long-term physical or mental health condition earned 23% less per post

One of the things this report highlights is the challenge for smaller influencers when it comes to being paid for their content. The writers also make a point of talking about Gifting. Whilst there are plenty of times when Gifting is entirely appropriate, and it’s long been seen as a legitimate way to build a relationship (audiences also love it as it’s a chance for them to see a relationship between brand and creator develop), there remains the problem of brands who try to take advantage of creators by offering a gifting-only relationship.

As in any industry, it’s vital that the role of content creators is respected and recognised, and that both creators and brands make informed and realistic decisions about their relationships and their campaigns.

If you’d like to talk about how to build or develop your influencer marketing strategy or how to connect with the right influencer marketing agency for your brand, get in touch. I’d love to chat.

23rd December 2022

Who Were Social Media’s Most Successful Fit-fluencers In 2022

Partly fueled by months of lockdown, the fitness influencer (or fit-fluencer) business has been going from strength to strength over the last couple of years. With gyms closed and exercise possibilities limited, social media became many people’s go-to resource for workout programmes, and fitness and nutrition advice.

In the UK, who can forget the massive popularity of trainers like Joe Wicks (who also raised nearly £600k for the NHS) or Lucy Windham-Read, army corporal turned personal trainer.

Brands like Peloton saw massive, rapid growth as people invested in home workout equipment to help them maintain their fitness whilst stuck indoors (though Peloton has found that a return to normal has hit sales, and 2022 has seen the brand further battered by negative press surrounding supply chain problems, product fails and even deaths).

But what of the individuals who peddle their fitness and image advice in 2022? How successful are they financially? Where are they really making their money, and who is at the peak of their performance?

Heydiscount.co.uk, one of the UKs leading online discount code sites, has compiled a fit-fluencer rich list report looking at who is in the best shape as we head into 2023.

The report looks at average earnings across Instagram, TikTok and YouTube, and assesses who has the fastest growing audiences.

Richest fit-fluencers across all platforms

1. Pamela Raif

Pamela tops the list as the richest fit-fluencer – with estimated total earnings across all platforms reaching a whopping £22,142 per post.

Pamela has been posting her health and fitness routines since 2012, starting on Instagram before building a YouTube channel. Today her workout videos regularly get up to 45 million views, and she boasts the largest social following plus the highest average earnings per post at £22,142.

Pamela Reif – YouTube

2. Not far behind is the second richest fitness influencer, Cassey Ho, with estimated total earnings of £21,896 per post.

Cassey began posting pilates videos in 2009.Today, her business empire selling her brand of activewear and fitness accessories earns her an average of £21,896 per post.

blogilates – YouTube

3. Third in the overall rich list is Kayla Itsines who earns a respectable average of £14,000 per post

Australian personal trainer Kayla began her career by posting her clients’ weight loss progress images on Instagram. She thenestablished her business empire by publishing a series of e-books and now earns an average of over £14,500 per post.

Kayla Itsines – YouTube

Richest TikTok fit-fluencers

1. Demi Bagby

Topping the list of TikTok earnings at £10,907per post is Demi Bagby.

Demi discovered CrossFit after being paralysed for 3 months, and began posting her fitness workouts and challenges on TikTok. She quickly gained a following of 14.4 million and now has over 14 million views on the platform.

Demi Bagby (@demibagby) Official | TikTok

2. Roland Pollard

Next on the TikTok rich list is Roland Pollard with earnings per post of £4,772.

The former cheerleader achieved TikTok stardom during the pandemic with his videos of him and his daughter performing impressive cheerleading stunts, gaining 6.4 million followers.

Roland Pollard (@rolandpollard) Official | TikTok

3. Justine Becattini

TikTok earnings per post: £3,334

Justine is better known online as Juju Fitcats, and earns £3,334 per TikTok post. She began her career on YouTube in 2017, before expanding to other platforms and has also published two cookbooks and regularly competes in CrossFit competitions.

Juju Fitcats (@jujufitcats) Official TikTok | Watch Juju Fitcats’s Newest TikTok Videos

Richest Instagram fit-fluencers

1. Kayla Itsines

Instagram earnings per post: £38,241

One of the top-ranked fit-fluencers overall, Kayla Itsines tops the list on Insta earning a massive £38,241 per post. As well her hugely popularebooks teaching women workouts and nutrition, the personal trainer and author has launched her own app, which she reportedly sold last year for £233 million.

KAYLA ITSINES (@kayla_itsines) • Instagram photos and videos

2. Michelle Lewin

Instagram earnings per post: £37,801

Venezuelan fitness model and bodybuilder Michelle Lewin is up next. Michelle grew up in extreme poverty, before discovering bodybuilding and fitness modelling at 17. She now has around 15 million fans on Instagram and earns £37,801 per post.

Michelle Lewin (@michelle_lewin) • Instagram photos and videos

3. Jen Selter

Jen Selter’s fitness, lifestyle and recipe posts have built up a following on Instagram of over 13.5 million and put her third place for Instagram earnings, at over £33,000 per post.

Jen Selter (@jenselter) • Instagram photos and videos

Richest YouTube fit-fluencers

1. Raul Diaz

Raul Diaz is a cheerleading coach from Dallas, Texas who first shot to TikTok fame posting comedy videos and stunts from his cheerleading gym.His YouTube channel currently has over 2 million subscribers and earns him a massive £314,636 per video.

RaulD33 – YouTube

2. Cassey Ho

YouTube earnings per video: £151,491

No. 2 in the overall league table, Cassey Ho also takes second place for YouTube earnings, making £151,491 per video. The pilates instructorbegan with YouTube videos choreographing classical pilates moves to top 40 hits and her blogilates channel today has 7.77 million subscribers.

blogilates – YouTube

3. Jesse James West

YouTube earnings per video: £88,585

22-year-old Jesse James West, has become a YouTube star by posting his workout routines, with a growing audience of (currently) 2.15m million subscribers. He earns an estimated £88,585 per video plus cashing inon his own fitness clothing and accessories.

Jesse James West – YouTube

Most influential fit-fluencers with the biggest social following

1. Pamela Reif

Total Followers: 18,945,600

Richest fit-fluencerPamela Reifalso has the highest total follower count, at nearly 19 million across the three platforms. She initially built a following on Instagram posting about health and fitness routines before starting a YouTube channel.Now her workout videos regularly get up to 45 million views.

2. Demi Bagby

Total Followers: 17,512,000

Demi Bagby is a 21-year-old CrossFit athlete and adrenaline junkie who posts content on sports ranging from sky diving and surfing to skateboarding and gymnastics to over 17.5 million fans across Instagram, TikTok and YouTube.

3. Jen Selter

Total Followers: 15,954,300

Jen Selter’s fitness routines and nutritional advice have currently gained her a combined total of more than 15.9 million followers. She began her career on Instagram, seeking encouragement for her own fitness journey then built her careerproviding fitness routines and nutritional advice to inspire others.

You can read the full report and get some deeper into the stats here Fit-Fluencers – Social Media’s Most Successful Fitness Gurus

To me, the two biggest take-outs are:

The rather obvious conclusion that there is massive potential in the fit-fluencer market
Finding your authentic niche is key to success

A word of caution for aspiring fit-fluencers

The market is massive, there’s no doubt about it. But there’s also a lot of concern about the connection between body image and mental health, and how the, sometimes unrealistic, images posted by influencers can have a negative effect.

This article from the US National Federation of Professional Trainers highlights some interesting ‘red flags’ relating to some of the less wholesome aspects of the industry, and is worth a read: Fit-fluencer Red Flags (nfpt.com)

If you’d like to talk about how to build or develop your influencer marketing strategy or how to connect with the right influencer marketing agency for your brand, get in touch. I’d love to chat.

Gordon Glenister is also the author of the book, Influencer Marketing Strategy. Learn:

how to build an influencer strategy
what makes a great influencer
about the rise of Clubhouse and Tik Tok
about future digital trends for connecting with a digital customer

Find out more and order your copy at: Influencer Marketing Strategy Book By Gordon Glenister – Gordon Glenister

24th November 2022

The 2022 Youtube Rich List

Did you know that YouTube is the second-most visited website on the internet (after Google), boasting 14.3 billion visits per month, more than Facebook and Wikipedia. Although content creation platforms like TikTok and Instagram are growing rapidly in popularity, YouTube still outstrips them by far.

As a leading expert in influencer marketing, I’m always interested to see who is actually making the big bucks in the world of content creation, so when the latest report YouTube Rich List report from CashNetUSA landed in my inbox, it was great timing.

The report looks across the world at the big picture, and examines major territories.Using SocialBlade’s database of YouTube channel data, CashNetUSA found the top-earning channel in every country/region and was able to estimate the channel’s lifetime earnings.

There’s quite a lot of information, but I wanted to share some of the main highlights with you.

For the full detail, you can also read the complete report here.

First, just how big is YouTube?

It’s big.

694,000 hours of video are streamed on the platform every minute, while 500 hours of content are uploaded every minute.

Compare this with Netflix, which, despite streaming feature-length movies, commands just 452,000 streaming hours per minute.

It’s been possible to earn a living from content creation on YouTube since 2007, and a 2019 survey revealed that there’s a whole generation of kids who, having grown up with it, see being a YouTuber as a future to aspire to.

What do the world’s biggest overall earning channels have in common?

Maybe then, it’s no surprise that the answer is: kids. The report highlights that YouTube’s Global Rich List is dominated by content created for children.

The highest earning YouTube channel: American kids’ channel Cocomelon, earning an estimated $282.8m since its creation in 2006. At time of writing, it has over 147million subscribers, which means that (excluding channels run by media organisations), it tops the popularity list.
In five out of six continents, the most profitable channel was content made for kids. Russia’s Like Nastya ($167.5m) and Argentina’s El Reino Infantil ($102.2m)
American YouTuber FGTeeV has earned the most of any gaming channel, making over $47m so far.

It’s worth looking at a few other popularity stats at this point. We’re looking at specifically at the Rich List, but it’s interesting to see where some of the highest earners sit within the ‘most subscribers’ list too.

Source: Most subscribed YouTube channels 2022 | Statista

Let’s look at what the Rich List revealed by continent.

North America

Cocomelon, Babadun VanossGaming Among Continent’s Top Earners

With three-quarters (73%) of U.S. adults reporting that they use YouTube, the US market is huge.

More than 22,000 channels currently boast more than one million subscribers, and YouTubeaccounts for 27%of North America’s mobile video traffic.

As we’ve already seen, with more than 136 billion views on their videos, children’s channel Cocomelon tops the league table of YouTube earnings in North America, and has racked up more than 136 billion views to date.

Against Cocomelon’s $282.8m, next highest earners entertainment channel Babadun, Mexico ($39.3m) and VanossGaming, Canada ($31.3m) may seem small fry, but those are pretty big earnings.

South America

Once again, kids’ content is king, with El Reino Infantil (‘the children’s kingdom’) in English out-earning even its closest rivals, at $102.5m. It’s famous for its sing-along videos, which have attracted the attention of some big names.

Brazil, Argentina and Colombia are among YouTube’s 25 largest markets for views, with 274 billion in Brazil alone.

Europe —Gaming Channels Dominate but Like Nastya Tops The List

Europe accounts for 27% of YouTube’s global viewing figures, with the U.K., Russia and Spain among its largest markets.

Gamers are higher on the popularity (and therefore, Rich) list here with a gaming content channel being the highest earner in 16 of 45 countries.DanTDM, UK ($39.8m) and Jacksepticeye, Ireland ($32.5m) are the two highest earning gaming channels in Europe.

Once again, though, top of the earnings tree is content for kids, with Russia’s Like Nastya way ahead of the competition at $167.5m.

Like Nastya differs from some of the other kids’ channels in that it belongs to, and is presented by, Nastya herself. Anastasia (Nastya) Radzinskaya is originally from southern Russia, but she was diagnosed with cerebral palsy and moved with her parents to the United States. Her channel, which includes her own music videos, as well as videos of her with her parents, encourage kids to explore the world with her, and are hugely popular, with over 102 million subscribers.

Middle East and Central Asia

The Middle East has seen some rapid growth in YouTube channels recently, with the number of channels growing by 160% between 2015 and 2018. The region now has more than 200 channels with over1 million subscribers.

Once again, the wealthiest channel is aimed at children, with Jordanian platform Toyor Al-Jannah (toyoraljanahtv) (which translates as the Birds of Paradise channel) earning nearly $54m. The channel was one of the Middle East’s first child-dedicated YouTube channels, and includes a mixture of songs and videos aimed at children of different ages.

Vlogger Shifa (aka shfa2) comes, by the standards of the rest of the world so far, a fairly close second, at $43m. But before you get too excited about the prospect of a non-gaming, non-kid-centric channel coming high up the earnings list…Shifa’s channel, containing videos of her playing, at school etc is managed by her mum.

Mohammed Moshaya Al-Ghamdi (aka mmoshaya), next in line $34m is styled as ‘the largest family vlogger in the Middle East’, and features an entertaining mix of sketches and family challenges.

Rest of Asia and Oceania

The CashNetUSA report excluded many official Bollywood and K-Pop channels from its figures in this region, focussing on individual channels. And, in common with the rest of the world, it is children’s content that thrives here, with India’s ChuChuTV earning $81.6m.

The last decade has seen significant YouTube growth in the Asia-Pacific region, andIndia or South Korea are home to half of YouTube’s 20most subscribed channels. PewDiePie, offering a variety of entertainment videos is quite a success story rivalry with 111 million subscribers (earnings not stated though).

Africa

With only around 22% of Africa’s population having internet access, the continent has traditionally represented a smaller market, but there are signs of change here. Kenya, Nigeria and South Africa all have at least 300 channels with more than 100,000 subscribers.

For once it’s not kids’ content that dominates here, with Egypt’s حِرف إبداعية في 5 دقائق (Creative Crafts in Five Minutes) being Africa’s highest-earning channel, at $8.7m. The life hacks and how-to guide ranging from creative projects to household fixes have together been viewed more than 4 billion times.

Arabic language channels are popular across the continent, too, including Algerian cooking YouTuber Oum Walid ($4.9m).

The complete report includes a searchable table of results at the bottom, so if you’re interested in looking deeper into the numbers, head on over to the full report here.

In summary…

Content for kids dominates YouTube earnings.

According to the report, five of the 10 most viewed YouTube videos of all time* were published by channels specifically creating content for children. For the Wikipedia list of the YouTube top 30, click here.

With around 34% of parents in the US regularly allowing their kids to watch YouTube content (but 61% reporting unsuitable content, it’s not surprising that channels based solely on stuff for kids are popular. (figures according to Pew Research Center)

Gaming is the second highest earning genre. YouTube has always been popular with gamers, and videos of Minecraft, the world’s best-selling video game, have been viewed more than a trillion times.

YouTube is still growing. Despite competitors like TikTok and Instagram, YouTube’s mainstream popularity means that its growth shoes no sign of slowing down.

What does all this mean for you? If you’re a YouTuber (or aspire to be) it might be tempting to think that your chances of success are less if you’re not a kids’ creator or gamer. But remember that, with 694,000 hours of video being streamed on the platform every minute, there’s room for everyone, and with the right approach, you’ve got the potential to earn a living whatever your niche.

To talk about how, get in touch.

If you’d like to talk about how to build or develop your influencer marketing strategy or how to connect with the right influencer marketing agency for your brand, get in touch. I’d love to chat.

Gordon Glenister is also the author of the book, Influencer Marketing Strategy. Learn:

how to build an influencer strategy
what makes a great influencer
about the rise of Clubhouse and Tik Tok
about future digital trends for connecting with a digital customer

Find out more and order your copy at: Influencer Marketing Strategy Book By Gordon Glenister – Gordon Glenister

*The most viewed YouTube video of all time? Baby Shark. If you really need reminding, click here (But don’t blame me for the earworm!)