Though YouTube is home to all kinds of video content, from piano-playing kittens to cooking how-tos, it still has an arguably special relationship with the type of creator that teenagers flock to VidCon to smile at in person. The vlogger, embodied in YouTube partners like Jenna Marbles and John and Hank Green (the Vlogbrothers), have been reaching fans in a uniquely personal manner since the earliest days of the ‘Tube.
However, there seems to be an endless opportunity for new faces in the vlogosphere. There are always new niches to fill, and vloggers find their reflections in the YouTube viewing population. This means that for every niche interest, there could be a vlogger to record their musings on it for a fan base that seems to be already waiting to watch and listen.
In a world where more and more people seek to make a living through platforms like YouTube, this has a serious implication for brands. The niche audiences that vloggers accumulate create near perfect opportunities for brands trying to market to distinct target demographics. Lindsay Sutton, the vice president and director of social content at DigitasLBi, knows exactly how this phenomenon works. However, she recognizes that not all brands do, and cautions them to leverage their products via vloggers to their best possible advantage.
“Look beyond just the number of subscribers — choose a vlogger that makes sense for your brand,” she explains. “Otherwise, although you may achieve reach because viewership is high, you might find yourself with poor engagement numbers because that reach won’t be hitting your target audience.”
Of course, authenticity is everything for a vlogger’s digital reputation. Hence Sutton elaborates on marriages between brands and vloggers, “Spend the time truly combing through the content, get a great understanding for the audience, and then make the decision if you want your brand to have a role. It’s much better to choose a partner who will work with you to create seamless integration for your brand-something that feels like an effortless addition to that vlogger’s programming.”
Potentially catching the eye of brands during such strategic “combing,” the following top five emerging vloggers are gathering viewers as you read this. Here’s who brands might be looking to partner with next:
- SlateScore: 266
- Total Subs: 2,012
- Monthly Views: 4,640
Resembling the Shaytards family vlogging idea, The Chicks Life follows a filmmaker father and his teacher wife along with their baby and two pets.
- SlateScore: 286
- Total Subs: 2,677
- Monthly Views: 6,021
Another vlogger who’s capitalizing on the appeal of young families, this young mother presents a perfect opportunity for brands looking for product placement. She mentions her love of bargain-hunting and Target in one breath on the channel’s featured video and products feature regularly in her vlog.
3. Jamie Pine
- SlateScore: 466
- Total Subs: 40,609
- Monthly Views: 30,654
Though his channel’s featured video extols reaching the 25,000 subscriber mark, Jamie has accumulated nearly that many more fans since that video’s upload three weeks ago. The below video mentions this, and shows Jamie as a vlogger who is hyper aware of his genre and the nuances therein.
- SlateScore: 478
- Total Subs: 29,405
- Monthly Views: 44,062
Noting that “this channel will just be videos of us,” Trent and Luke plant themselves firmly in the vlogosphere, where they reveal personal information (like their “bedroom secrets,” below) and otherwise bare their souls online.
- SlateScore: 534
- Total Subs: 170,634
- Monthly Views: 7,604,370
Easily coming out on top of the emerging vloggers list, this vlogger has already drawn her life and hosted a meetup, attended by fans who tune into videos in which Rebecca Brown asks the big questions in life, like, “Is happiness a choice?” and “Why shouldn’t I wear a low cut top?” (the latter exploring the very important topic of sexual harassment and is embedded below for your personal contemplation).
YouTube data provided by Outrigger Media’s OpenSlate platform and Emerging Talent Tracker, which ranks rising YouTube channels by a measure of influence.