Kameleon’s move into talent management has opened my eyes into how many millennials see YouTube as a career path. Something they feel they could apply for just like a traditional job straight out of education, or even before they leave school. I don’t even think we’re far away from the time ‘YouTuber’ will be on the drop down bar of an application form for when you’re asked to state your job title.
My inbox is flooded with requests from young individuals asking for advice on how they can become the next super user, and if I can secure them paid brand partnerships in exchange for promotion when they haven’t even established a strong social presence yet. I admire how much effort these people are willing to put in to break the YouTube scene, but is it for the love or is it the for the potential fame and fortune which is now so widely talked about in the media?
Two to three years ago I could name off the top of my head the YouTuber’s that would be commercially viable because it was such a small market (all of which I have probably booked and paid for branded projects in the past with successful results). Now, the market is saturated with thousands of channels talking about similar topics, with the same camera set ups, hoping to become known not only in the YouTube world but also in the brand world.
YouTuber’s work 24/7, especially those who film their everyday lives, meticulously planning every video. What everyone needs to know is that it’s not a 9-5 job with 25 days holiday a year. The thought of working in the comfort of your own home may seem nice, but when you wake up in your office do you ever get a break?
Those who have a strong social presence and a dedicated following are expected to never miss an upload and, if they do, their followers are left disappointed and may even lose interest altogether. A loyal audience is one of the most important aspects of being a YouTuber, especially if it’s a full time job. Brands are not just buying the content space, but they are buying an audience, just like they would with traditional media. If the audience isn’t there and the audience isn’t positively engaged, the value isn’t there either.
It’s amazing how much influence these new-age digital celebrities have in people’s day to day lives, and it’s something that the established YouTubers should be really proud of – knowing that they’ve set the groundwork for so many young people to follow in their footsteps. For those I work closely with, they absolutely love what they do and wouldn’t change it for the world, but they recognise that it’s a huge commitment and definitely not easy.
Top influencer tips
Listen to your audience
Your audience are one of the most important factors of retaining a successful YouTube channel. Keep your content in line with what your audience have always loved you for. Don’t be afraid to ask for their input, produce content you know they’ll love!
Stay true to you
You know what your audience wants more than anyone, especially for brand collaborations, make sure the content is in tone with what you know works and your audience will want to see.
Don’t let low engagement demotivate you. Building an audience will happen over time, keep up the good work. Try your best to not let negative comments affect you either; positive ones will always outweigh the negative, and use the positive ones to keep your spirits high and content flowing!