Amazon embraces YouTube stars—as Disney Channel cuts one loose

The world of influencer marketing can generate exciting opportunities and new forms of content, but it also carries risks. Here’s what you can take from two recent announcements.

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Amazon is partnering with ad agency and video production company Kin Community to launch a six-episode show called “Overhaul,” which will feature popular YouTube vloggers getting home makeovers.

Influencer marketing is a growing trend. Amazon’s announcement underlines the potential campaigns and content forms that brand managers can work on to capitalize on consumers’ love of (and trust in) the online personalities they watch and follow online.

Business Insider reported:

While the show is designed to be entertainment, it will also be loaded with products people can buy on Amazon, including furniture sold by Lemieux’s companies. It will live on a special hub on where people can easily click to purchase items in the show, as well as more affordable alternatives.

“The goal with this show is to both inspire and entertain,” said Kin Community CEO Michael Wayne. “It’s unique in that it combines the power of Kin’s creator community, the award-winning quality of our production studio and commerce.”

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