How much money do YouTubers make? User Generated Culture

Gummy Industries - ACME Bocconi

How much money do YouTubers make?

Il consumatore post moderno

PEOPLE IS TALKING ONLINE

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Il consumatore post moderno

HOW CAN WE DEAL WITH IT?

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LISTEN

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Algida listened to the people on their Facebook page.The people wanted the “Winner Taco” ice cream, that was discontinued years ago.

The company put the ice cream back in production, and the fans were delighted.

TALK BACK

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Following the “The men your men could smell like” campaign, Old Spice answered to hundreds of comments on social media,

with custom made videos.

GIVE THEM TOOLS

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Taco Bell is one of the first brandthat implemented a custom filter

on Snapchat.

If you give your customers the opportunity to turn their face into a taco,

they surely will!

INTERACT

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Old Spice sent a guy out into the woods, in a forest, streaming live its adventure on Twitch. The users could decide what the man would do.

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In the first case of real-marketing ever, Oreo reacted to a blackout during the NBA final with this tweet. It changed forever the way (and the timing) in which

digital communication is supposed to react.

USING USER’S CONTENT

(WITH CARE)14

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CONTEXT ACTIVITY REWARD

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CONTEXT #ShareACoke REWARD

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CONTEXT #WarbyHomeTryOn REWARD

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Why do people share videos?

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The 1-9-90 empirical rule saysthat given a community,

1% produces content,9% comments and 90% lurks

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Starbucks #whiteCupContest - 4.000 UGC in 3 weeks

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Burberry #theArtOfTheTrench400k Images in the first week+ 50% ecommerce sales YoY

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When Coca Cola asked to the internet “Tweet us a text and we

will make something happy”, people started tweeting them texts

from Hitler’s Mein Kampf.

Coca Cola turned it into beautiful ASCII art. LOL.

HOW CONTENT CREATORS MAKE

MONEY24

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Video Creators don’t get a share from Facebook Advertising,but they can drive traffic to specific products (below the video).

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YouTubers regularly do advertorials: it’s virtually impossible to distinguish them from genuine content.

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For the Italian launch of Clash Royale, Supercell involved a dozen of prominent YoutTubers. They’re the best way to communicate to

a young audience.

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Paying influencers a one-time fee is so old-school: the new trend is to implement affiliation marketing systems, like Roostr

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https://www.youtube.com/watch?v=oPALbYj1ylY

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“WHAT’S INSIDE” MAKES AN ESTIMATED

1.500$ DAILYYouTube pays an average of between $2 – $5 per 1000

monetized views. Around only 40% – 60% of the total views are actually monetized.

http://naibuzz.com/2016/04/17/much-money-whats-inside-youtube-channel-makes/

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https://www.youtube.com/watch?v=KmMQG2SecM0&t=129s

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“EVANTUBEHD” MAKES 3 VIDEOS A

WEEK AND 4$ MILLION YEARLY

http://naibuzz.com/2016/10/01/much-money-evantubehd-makes-youtube/

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The top videogame streamers on Twitch have thousands of live viewer. When you have more than 500 average viewer, you can get

a share of Twitch advertising earnings.

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Recorded Twitch game plays can reach the 50 million views

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Unlike YouTube, on Twitch the streamer can accept donations.In the video below, the user just received a (unusual) 15.000$ donation.

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BJERGSEN, ONE OF THE TOP STREAMER, GET AN

ESTIMATED 40k € MONTHLY

http://www.goldper10.com/article/701-how-much-does-bjergsen-make.html

alessandro@gummyindustries.com www.gummyindustries.com

@alekone