The concept of “influencer" marketing is taking off.
If you need proof, check out AT&T’s latest venture, “Hello Lab.” For the project, the mobile carrier is teaming up with a variety of internet celebrities that the teenager in your life probably admires.
AT&T is producing the campaign with digital video firm Fullscreen. It will consist of a year’s worth of content from social media celebrities and is focused on reaching audience members ages 18 to 24.
Not everyone is susceptible to television advertising, so more marketers are using influential social media users as a way to tap into the talents (and ever-growing loyal
audiences) of YouTube, Snapchat, Instagram and Vine stars.
RELATED: How to communicate with a millennial workforce.
A recent eMarketer study found
that 67 percent of marketers are now using social media stars or celebrated bloggers to help with marketing, and 59 percent are using similar figures for
product launches and content creation.
Have a look at how excited some are to be getting paid to share branded content:
Another project from AT&T focuses solely on Snapchat. It’s a scripted series called "Snapper Hero"—also produced with Fullscreen—that will star an
entirely separate set of influential YouTube users.
Here’s how MarketingLand describes the
Participating influencers include Anna Akana, a YouTuber with 1.2 million subscribers; Freddie Wong, producer of RocketJump with 7.5 million subscribers on YouTube; Harley Morenstein,
creator of Epic Meal Time, which has 6.7 million subscribers; Jasmeet Singh, a YouTuber with 430,000 subscribers; Simone Shepherd, a Vine celebrity with 3 million followers and Shaun Mc Bribe, a Snapchatter with a growing fan base.
Youtube video star turned actress Grace Helbig—who will appear in “Hello Lab”—sums up the youthful nature of the marketing move in a statement:
“They’re putting faith into a girl that talks to a camera alone in sweatpants. They get it.”