Jim Louderback, Senior Vice President & General Manager, VidCon presented 'Influencers Don’t Care About You or Your Brand'

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INFLUENCERS DON’T CARE ABOUT
YOU OR YOUR BRAND
Jim Louderback, GM VidCon

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EVENTS AND EXPERIENCES
FOR THE PEOPLE WHO
WORK IN ONLINE VIDEO,
THE CREATORS WHO
POWER IT AND THE FANS
WHO LOVE IT.

3. At every VidCon event, we do our best to capture and
reflect the state of this ever-changing, vibrant, and
thriving content ecosystem, and give it a life in the real
world for a few days. It’s a chance for CREATORS to
gather, for COMMUNITIES to connect, for this
INDUSTRY to define itself, and for US ALL to come
together to celebrate. We relish our small part in helping
to democratize the creative economy.
- Hank Green, Founder and Chairman Emeritus
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THREE
EVENTS IN
ONE
ANAHEIM (US), MELBOURNE (Australia), LONDON (UK)
VIDCON AUSTRALIA – SEPTEMBER 19th – 22nd
CREATOR
CONFERENCE
INDUSTRY
SUMMIT
FAN
FESTIVAL

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6. TROUBLE IN
INFLUENCER
LAND

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16. CREATOR INFLUENCER

17. THIS INFLUENCER
HAS 96 MILLION
YOUTUBE
SUBSCRIBERS

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THIS INFLUENCER
HAS 19 MILLION
YOUTUBE
SUBSCRIBERS

22. It took me four years to
paint like Raphael but a
lifetime to paint like a child
- Pablo Picasso

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WANT TO GO VIRAL?

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USE THIS GUY

32. WANT
IMPACT?

33. USE A CREATOR

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THE NEXT STEP –
FINDING CREATORS
THAT ALIGN WITH
YOUR BRAND
1KEYWORD
AFFINITY
2CONTENT
AFFINITY
3BRAND
AFFINITY

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CASE STUDY
2013
Fixing Stalled Sales

37. KEYWORD
AFFINITY
What Keywords Define You?
YouTube Search Bar
Follow to Find Creators

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CONTENT
AFFINITY

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NERF + DUDE
PERFECT
Still going strong six
years later

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TECHNOLOGY,
INFLUENCERS and
CREATORS

43. DAWN OF THE
5G ERA
SUPER FAST MOBILE BANDWITCH
LOW LATENCY

44. ARTIFICIAL
INTELLIGENCE
Personal to Machine-driven curation
Auto editing
Unreal “real” creators

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THE END OF
CREATOR-LED
SOCIAL VIDEO
PLATFORMS?
AI-Based Curation – From
YouTube to TikTok

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FAKE INFLUENCERS
FAKE VIDEO
REAL SCARY

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SPOTTING
FAKES

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SPOTTING
FAKES
VIEW RATIOS
COMMENTS TO VIEWS
1 COMMENT FOR EVERY 200
VIEWS (OR LESS) .
.05% - .5%
LIKES/DISLIKES TO VIEWS
1 LIKE FOR EVERY 25 VIEWS
(OR LESS) .
1.5% - 4%
VIEWS TO SUBSCRIBERS
1 VIEW FOR EVERY 7 – 10
SUBSCRIBERS
10% - 14%

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SPOTTING
FAKES
SUBSCRIBER
or
FOLLOWER
GROWTH

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OTHER
THINGS TO
WATCH FOR
Traffic Location
Other Account Activity
Asset Recycling
Posting Frequency and Distribution
Follower / Subscriber Location

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TOOLS TO
IDENFITY
FAKES
Social Blade
Upfluence Chrome Plug-In
Fakecheck.co
Hype Auditor
Tubular

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RECAP
HERE’S WHAT
TO DO
Avoid “influencers” without passion
Focus on authentic “creators” that align with
your values and targets
Bigger isn’t always better
Trust but verify using tools and common sense
Technology will continue to drive huge
changes in media – ignore it at your peril!

57. Copy of the slides –
jim@vidcon.com
THANK
YOU