A YouTuber is a digital content creator who regularly produces, publishes and manages videos on the YouTube platform. For modern marketing the YouTuber is a key link in influencer marketing, since they build a loyal community of followers around their channel. Being a YouTuber can be a hobby, but in most cases it is a professional business built on a combination of advertising revenue (AdSense), paid brand collaborations, selling merchandise and donations from the community.
A YouTuber is not merely a “face in front of the camera” but often scriptwriter, camera operator, editor and social media specialist rolled into one. A YouTuber's success depends on their ability to find a specific niche and build an authentic relationship with their audience.
The main categories of YouTuber:
A company making vegan protein wants to increase sales. Instead of billboards it strikes up a collaboration with a YouTuber who covers healthy living and exercise. In his video “My morning ritual and diet” he naturally includes making a shake with the protein and explains why he likes the taste. In the video description he puts a unique discount code. Viewers who follow him for health advice see the recommendation as sincere, which leads to immediate orders in the e-shop.
