Most companies these days are going all out to recruit YouTube superstars to create content, whether it’s for a YouTube channel or a competitor. One interesting business practice that has emerged is seeing those superstars hired for other means, namely for offline content.
Case in point – Michelle Phan, a YouTuber who managed to grow a big audience with her viral video tutorials, has managed to draw big business offline as well. Her various side deals have nothing to do with her online sessions at all, including make-up company L’Oreal.
“I’m no longer just talent,” she said in regards to her make-up business. “It’s a business.”
Superstars are now capable of hawking their own merchandise and acting as one-person businesses, rather than just viral superstars producing regular content on a video channel. Various companies have signed them on to other deals as a result, making them an overnight success in more than one regard.
It’s not just Phan and her make-up deals, either. Others have benefitted from their YouTube presence. YouTube superstar Bethany Mota has managed to make a deal with teen clothing retailer Aeropostale with a new line of clothes and home décor. Hannah Hart has a new cookbook that is available for pre-order through Barnes & Noble. And Brittani Louise Taylor, whose audience has grown to over 1.6 million YouTube subscribers, recently landed in a Ford television commercial, as well as online ads for Pepsi and Kodak.
“Any company that has money is approaching YouTubers,” said Taylor about her success.
Roseanna Fama, vice president of brand and product development for Phan, went into more detail about such business. “The whole YouTube generation has opened up the field,” she said. “You can tell who has authentic and true natural talent.”
However, it isn’t a matter of just going after cheap promotions – it’s something that simply has to link up. “It’s about building an audience that is loyal,” said Phan. “And if you want to be loyal to them, you can’t just sell them everything. They’re not stupid.”
Here’s hoping the success continues for these superstars, online and off.
Source: L.A. Times
