By Evan DeSimone
YouTube is ready to bombard the public with YouTubers again. The latest push in the video giant’s YouTuber marketing campaign will see Tyler Oakley, Lilly “Superwoman” Singh featured in a round of print and television ads aimed at making YouTube creators a part of the mainstream media conversation.
Previous installments of the Beacon program have seen YouTube stars such as Rosanna Pansino, Bethany Mota, Grace Helbig, Hank Green, Dude Perfect, Hannah Hart and Zoella splashed on billboards, buses and subway ads. It’s worth noting that in many cases the creators featured through Beacon are already heading for mainstream breakthrough. Helbig and Mota’s campaigns coincided nicely with their respective TV breaks, while Hannah Hart and Zoella’s both lined up neatly with book release media blitzes.
Such a crossover won’t take much work for Oakley. With 7.5 million subscribers Oakley is already well on his way to a mainstream ubiquity appearing having appeared at this year’s VMAs, guested CBS’ “The Late Late Show with James Corden” and taken home a Teen Choice award along with Bethany Mota. Oakley is also set to host this year’s 5th annual Streamy Awards, the first installment of the web video awards to be televised. As for Singh (6.4 million subscribers), she’s a month away from her feature film debut in “A Trip To Unicorn Island,” a documentary following her life as a touring web celebrity.
Along with its growing network of YouTube Spaces and its long-awaited Originals program, creator campaigns are one more way for YouTube to both raise its own visibility as a legitimate media platform and show some love it its home grown crop of creators as an increasingly aggressive field competitors step up efforts to woo them away.