Brand Dig: when brands respond to social media fame

In this blog series, researcher Harry Symington digs into the world of social media and discusses brands, news, trends and examples that have made the digital headlines.

This week, Harry looks at mainstream brands reacting to social media fame, with the talented James Charles becoming the first male representative of make-up brand Cover Girl, after becoming a viral sensation due to his *very popping* highlighter in his self-orchestrated yearbook photo. Plus, capitalising your social media fame on YouTube, and Vogue being rather territorial on the blogging fame front...

CoverGirl finds its first ‘cover boy’

People who grow huge social media followings organically are irresistible to brands. It’s what most of them aspire to achieve online. So it’s perhaps not surprising that a lot of social stars have been snapped up by brands. James Charles is one such blogger who has now found himself on the front of CoverGirl.

James started making his own makeup tutorials and sharing images of his different looks on Instagram. In one year he has gained over half a million followers and caught the attention of CoverGirl who chose him as their first ever “cover boy” as part of the brand’s upcoming “So Lashy” mascara range.

While he may not be a celebrity or a model, James’ personal story seems to align with the brand’s values: “CoverGirls are role models and boundary-breakers, redefining what it means to be beautiful,” says the company. The truth is that this 17 year-old blogger has something that most celebrities don’t already have when it comes to marketing beauty – an authentic and trusted voice. And it’s why some cosmetic brands like CoverGirl are happy to move from models to self-made beauty bloggers for their campaigns.

YouTube is beginning to nurture its own stars

From Zoella to PewDiePie, YouTube has been the cradle from which the majority of vlogging stars have risen to fame. But it’s not just their view counts and followers that are rising. Many have signed incredibly lucrative deals with brands that allow them to actually make a living from their videos. And now YouTube (Or Google) wants to get in on the action.

The tech giant has acquired FameBit, which is a platform that connects YouTubers (and creators on Twitter, Tumblr and Facebook) with brands that want to sponsor their content. FameBit already has over 40,000 creators in its ‘influencer’ network and makes it easier for brands to partner up with any of them through its self-service marketplace.

Although many prolific creators have achieved great fame on YouTube, this doesn’t always translate into great fortune. In fact there are multiple examples of the disconnect between the two. So the attraction for Google is twofold. The acquisition of FameBit should hopefully lead to more opportunities for YouTubers, and it might encourage brands to spend more on advertising through the platform. Either way, it’s likely to cement YouTube’s position as the go-to place for ambitious bloggers.

Vogue accuses fashion bloggers of killing style

While brands might be championing self-made social stars, not everyone is happy to see the rise of independent bloggers. Vogue’s creative digital director recently wrote a note asking fashion bloggers to “please stop” and to “find another business” because they are “heralding the death of style”. Are these legitimate concerns or just the complaints of an inherently analogue company coming to terms with the power of digital influencers?

In her wrap up of Milan fashion week, the Vogue director criticised the collections for being schizophrenic: either about the craftsmen or the creation of streetwear stars. And it’s a problem she blames on bloggers. In her view, the best collections were not concerned with the “triumph of the artisan” or the “hegemony of Snapchat” and certainly weren’t created for “clicks’ sake”.

This was a full attack on fashion bloggers who are paid to wear certain outfits and their role in the creation of a ‘street-style’. But Vogue’s criticism seems to be wildly out of touch at a time when Instagram has become the only fashion runway that matters and the most important media channel for brands. Digital fashionistas are challenging Vogue’s authority so it’s hardly surprising that the magazine feels threatened. But who defines style now – the influencers or magazines?

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