Video Essentials

Break the One-Size-Fits-All Model When Working With Influencers

When brands work with online video influencers, they often ask for simple product integrations, something that’s easy to achieve. But that’s not a creative or interesting way to go, and the results will be limited. As Elise Strachan, creator of YouTube channel My Cupcake Addiction, says, creating custom campaigns that make use the host’s skills and draw upon multiple social platforms can yield far more successful outcomes. interviewed Strachan at VidCon 2016, and found that her creativity isn’t limited to the kitchen. She also knows how to turn a simple YouTube influencer video marketing campaign into a multi-platform operation that reaches and engages a large number of viewers.

“Recently, we’re seeing a big change in the way that bands are willing to work with creators, and in the way creators are willing to work with brands,” Strachan says. She worked with Nestle USA on a campaign that made use of all her social media platforms, and connected with other online video creators. “We designed an entire online strategy around my digital audience and my knowledge of the digital market.”

To hear more about that Nestle campaign, watch the full video below. Then, check out My Cupcake Addiction for creative desserts that’ll have your mouth watering.


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