Influencer Friends & Collaborators: How it Could Help Brands
For more information about Julius or our blog, please contact Russell Wilde Jr.
If you’ve been on any social media platform, there’s a good chance you’ve seen who the internet refers to as The Holy Trinity: Grace Helbig, Hannah Hart, and Mamrie Hart. These three can easily be credited as major players in changing the YouTube game. Combined, they have more than six million followers, and have collaborated with celebs, written books, and even made movies (their most recent and hilarious film, Dirty 30, is out on DVD and itunes).
Grace, Hannah, and Mamrie are individually successful with their own YouTube channels and social media platforms, but their fans especially love when they collaborate. The trio creates videos such as the best fritter recipe you’ll ever find, and challenging themselves to put together the best prom look. Their rapidfire, witty personalities work well off of each other, and the friendship feels authentic and enjoyable to watch.
The Holy Trinity aren’t the only BFF’s on YouTube: Tyler Oakley (who often collaborates with the trio, and has his own talk show with help from Ellen Degeneres) has done several videos with his best friend Korey Kuhl and they’ve created the unifying hashtag #Torey. They’ve done several challenges, including The Best Friend Challenge, which has over a million views alone.
Louise Pentland, a popular UK beauty blogger, and Marie/Bitsandclips, frequently vlog their friendship on each other’s channels. What makes it even more cute? Their daughters are best friends too, and often skype with each other. They’ve traveled together, filmed hauls, went to Vidcon as “Glitterbits,” and they even take their daughters on Disney trips together.
Marie even has an “endorsement” from Louise on the ‘about’ page of her channel: “Marie is like a warm hug on a cold day. She is the fizz in your soda, the pep in your step. Marie finds the fun and magic in all that she does and that completely and utterly translates into her YouTube channel.”
Friendships and collaborations on YouTube are extremely successful, and are a great chance for influencers to expand their demographics. It even worked for me: I’ve followed Louise for a little over a year now, and found Marie through her channel. Mamrie Hart has been a favorite of mine since I read her book, You Deserve a Drink: Boozy Misadventures and Tales of Debauchery, and now, because of her videos, I’ve become an avid fan of Hannah Hart and Grace Helbig. It’s an effective chain to finding more influencers that create similar content while having a close, organic connection to your favorites.
These collaborations create potential opportunities for brands. It’s not only a way to reach more demographics, but to also find authentic fits. You can find what their shared content usually consists of (for example, Tyler Oakley and Korey Kuhl often post challenges, and Louise and Marie often vlog theme park trips and stationary and beauty hauls), what makes them get along so well and have such a close relationship, and see how many people it reaches.
Using authentic relationships is a great way to connect with demographics that may not be reached with only one influencer. And the views, subscribers, and likes prove that we love watching influencer BFF’s, and it will continue to be a growing trend.
Julius, a Thuzio solution, is a SaaS influencer marketing platform that provides marketers with rich social data, advanced search capabilities, and the campaign management tools required to organize a successful influencer marketing strategy.
For more information about Julius, our influencer marketing software, or our blog please contact Russell Wilde Jr.
