How Partnering With the Right Vloggers Can Help Your Products Shine

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Vlogging has been a staple in the creator economy since film student Luuk Bouwman introduced the world to the term in 2004. And as blogging’s more extroverted younger sibling, it has survived the test of time and become one of social media’s most effective methods of authentic word-of-mouth marketing. 

Fortunately, a creator doesn’t need a film background like Bouwman to be a successful vlogger these days. All they need is a smartphone and something to say. 

And if you’re wondering if partnering with vloggers could be right for you, we’ve got some more good news: If you’re a brand and you have a product, you can find a vlogger who can make it shine. 

Here’s a look at what we mean. 

What is a vlogger?

A vlogger (video blogger) is essentially someone who films their life instead of writing about it. Vlogs can be any length and appear on any platform, although YouTube and TikTok are currently the most popular destinations.

Some vloggers post on a schedule, while others only post when they have something specific to say. But either way, vloggers will generally speak directly to their audience when they film, making for highly engaging content. 

smiling vlogger recording a video

What kinds of brands can add vloggers into their creator mix?

Beauty vloggers

Unsurprisingly, aesthetics are key for beauty brands on social media, and creators have to be able to showcase how stunning their fans can look if they choose the right products. 

But beauty brands should remember that it’s also what’s on the inside that counts. Because there are so many beauty products available for so many people with different skin, hair, and nail types, it’s essential that beauty creators know the ingredients in each product they promote and who might benefit from it the most. 

What content works best for beauty vloggers?

  • Hauls
  • “Get ready with me” content
  • Tutorials
  • Product reviews 
  • X-minute makeup routines

Gaming vloggers

Gaming vloggers are perfect for building hype for a new release or keeping it in the conversation with engaging gameplay content.

But video game companies aren’t the only ones that can benefit from leveraging content from gaming vloggers. Any brand from food and beverage to style and fashion can take advantage of some of the most relatable vloggers online. 

What content works best for gaming vloggers?

  • Playthroughs 
  • New release “first looks”
  • Game and gaming accessory reviews
  • Live streams
  • Highlight videos 

Travel vloggers

@kaelimaee pack with me for hawaii🌺🥥🌊🌴🌼🌞 #fyp #foryoupage #aesthetic #StJudeDadPhotos #hawaii #packing #packwithme #summer #vacation #amazonfinds #satisfying ♬ On My Mind x Heads Will Roll – switchdisco

Travel vloggers make great partners for any brand that can help people get from point A to point B or offer services at the final destination. And because many are also prolific photographers, you’re truly getting a jack of all trades when partnering with these creators.

Remember, you don’t have to be an airline or hotel chain to get useful content from travel vloggers. Anything from lip balm to a comfortable pair of sneakers can find its way into their suitcase (and their next vlog). 

What content works best for travel vloggers?

  • Travel product or service reviews
  • City tours
  • “Pack with me” videos
  • Budget travel
  • “Know before you go” tutorials

Technology vloggers

Keeping up with technology is hard. And it’s even harder in a crowded field where so many products exist that all offer solutions to the same common problems. 

But technology vloggers are masters at translating the industry jargon and helping their audiences choose the right products for their specific needs. And for brands, partnering with the right tech vlogger can be the best way to cut through the noise and separate your brand from the competition. 

What content works best for technology vloggers?

  • Unboxing videos
  • Product tutorials
  • Live Q&As
  • Product and service updates
  • Current events and industry trends

Health and fitness vloggers

@theonelifeplanner Spring bod loading… 😏🍑 #mealprep #mealplan #mealideas #mealprepideas #weightlosscheck #goals #fitness ♬ Love You So – The King Khan & BBQ Show

When it comes to tailoring the right health and fitness practices for their specific goals and lifestyle, many people have a tough time determining where to start. And those who do are likely all too familiar with the “plateau” that occurs when a routine becomes stagnant. 

It’s important to note workout routines and meal plans only go so far. The best creators are inclusive of all health and fitness goals and know how to motivate their audience to achieve whatever they’re striving for.

What content works best for health and fitness vloggers?

  • Workout regimens
  • Gear and equipment reviews
  • Meal prep inspiration
  • Motivation and mindset training
  • Natural living ideas

Cooking vloggers

@breadbakebeyond Garlic Caprese Burrata Toast. Recipe Below: *Ingredients* For the Garlic confit: 2-3 heads of garlic, cloves peeled (depends on their size) Olive oil (enough oil to cover the garlic cloves) For the Pesto: 2 cups fresh basil leaves 3 tbsp. pine nuts, toasted 1/2 cup grated Parmesan cheese 2 garlic cloves 1/4 teaspoon salt 1/2 cup olive oil For the toast: 3 cloves of garlic confit 1 tablespoon pesto 1 sourdough bread slice 1 burrata cheese 6-8 cherry tomatoes 1 tbsp. lemon juice Salt & pepper Balsamic glaze *Instructions* Make the garlic confit: Place garlic and oil in the saucepan over high low heat. Cook it for about 30-60 minutes, until the garlic is soft, buttery, and creamy. Let it cool to room temperature before serving! Make the pesto: Combine garlic, pine nuts and salt using pestle and mortar or small food processor. Then, add parmesan cheese, basil levaes and ¼ cup olive oil and grind until very finely minced. Then, add the rest of the olive oil and process until well combined. Make the toast: In a small bowl, mix together the tomatoes, salt & pepper, olive oil and lemon juice. Set aside. Lightly toast the bread. Using a butter knife spread the garlic over the toast. Place the burrata cheese and top with pesto and then tomatoes Drizzle over the Balsamic glaze #breakfastideas #foodtiktok #capresetoast #burrata #toast #מתכונים ♬ Bach unaccompanied cello suite "Prelude" – Jianteng

Cooking vloggers know how to get imaginative with limited resources and can help home chefs of any skill level and budget prepare something delicious in no time. Food & beverage and kitchen accessory brands stand to gain the most from these creators as they can showcase various ways consumers can use their products and give them the confidence they need to use them again in the future.

What content works best for cooking vloggers?

DIY vloggers

  • Cooking tutorials
  • “Grocery shop with me” content
  • Farmer’s market hauls
  • Quick and easy recipe inspiration
  • Food and beverage reviews

Even the most creative audiences can fall into a rut occasionally, but DIY vloggers are always there to provide a little inspiration and suggest the best supplies and tools to get the job done. 

Brands looking to partner with DIY vloggers should get creative, too. You don’t necessarily need to sell products you might find at an arts and crafts store to creators like these who can find beauty and inspiration in unexpected places. 

What content works best for DIY vloggers?

  • Weekend project inspiration
  • Home renovation and decorating projects
  • Craft tools and product reviews
  • Shopping hauls
  • How-to resources

Lifestyle vloggers

Lifestyle vloggers generally give their audience a lot of access to their day-to-day life, opening up plenty of opportunities for different types of brands who might want to partner with them. 

But before reaching out, brands should take the time to do their homework on the creator to make sure their products or services are something they might actually use in their daily lives. Lifestyle vloggers come in many shapes and sizes, so ample research is critical to ensure the partnership is the right fit. 

What content works best for lifestyle vloggers?

  • Day-in-the-life content
  • Self-care advice
  • Tips for professional development
  • Daily motivation
  • Time-saving advice
  • General life hacks

Family vloggers

@maddievance19 Pack my baby bag with me #babybag #hospitalbagforbaby #hospitalbagessentials #laboranddelivery #secondtimemom #nestingmama #nesting #nestwithme #packwithme #pregnantlife #pregnancyjourney #pregnantlife #37weekspregnant #fulltermpregnancy #thirdtrimester #9monthspregnant #girlmom #momofgirls #twounder3 #momoftwogirls #youngmom #momsunder25 #trendymama #momcontent #pregnancycontent ♬ Love You So – The King Khan & BBQ Show

For those with kids of their own, family vloggers are some of the most relatable creators online, showcasing all the joys (and terrors) of parenthood. And because family vloggers can be kids or parents, their content can be aimed at audiences of every age.

There is truly no limit to the types of brands that can succeed with family vloggers considering anyone can be a parent. Those who find the right creators to insert into their marketing mix gain access to a devoted audience that looks to their favorite vloggers for parenting inspiration and honest product endorsements. 

What content works best for family vloggers?

  • Children’s product reviews
  • Family travel tips
  • “Sundays at home”
  • “What’s in your baby bag?”
  • Parenting stories and tips
  • Live Q&A

College vloggers

@heydai from jail cell to home 💀 #roomtransformation #roommakeover #dorm #dormlife #hbcu ♬ original sound – Jae Phillips

College vloggers are some of the creators most likely to have their finger on the pulse of the latest trends. And if you’re looking for “cool points,” it will definitely help to have their nod of approval. 

From food and beverage to style and home goods, nearly any brand can successfully partner with the right college vlogger. Just remember, it’s probably best to keep your promotions budget-friendly. 

What content works best for college vloggers?

  • Productivity hacks
  • Dorm room/apartment inspiration
  • Budget-friendly recipes and activities
  • Style trends
  • Study motivation

Top 10 vloggers to follow on social media right now

1. Marques Brownlee

Marques Brownlee, also known as MKBHD, posted his first YouTube video when he was 14. Over the years, his audience has watched him grow into a professional ultimate Frisbee player and “the best technology reviewer on the planet,” according to former Google Vice President Vic Gundotra. 

You can get more content from Marques on Twitter and Instagram

2. LaurDIY

Lauren Riihimaki is a 27-year-old Canadian DIY and lifestyle vlogger, podcaster, and the host of the HBO Max series Craftopia. Lauren started her content career posting sewing videos in 2011 and has since won multiple web series awards on her way to becoming one of the most recognizable DIY creators on YouTube. 

You can get more DIY inspo from Lauren on Instagram, Twitter, and TikTok

3. Ali Abdaal

Ali Abdaal is a former doctor turned entrepreneur living in the UK. He is known for making videos that explore the strategies and tools to help people be happier and more productive in their personal and professional lives. 

Check out how Ali can help you live your best life on Instagram and his website

4. Holly Gabrielle

Holly Gabrielle is a University of Cambridge graduate now undertaking a master’s at University College London. Her vlogs mainly involve balancing lifestyle and travel with a rigorous academic schedule. Her company HollyGemia—which she started during a gap year in 2019—provides tutoring services for high school and college students. 

You can also follow Holly on Instagram, TikTok, and her blog

5. Roman Atwood

Roman Atwood got his start as one of YouTube’s most infamous pranksters. Now, with more than 5 billion total views and two Diamond Play Buttons, Roman posts mostly lifestyle and family content as the 39-year-old creator transitions into a different chapter of life. 

You can find out what Roman gets into next on Twitter and Instagram

6. Samantha Maria

Samantha Maria has been producing beauty and style content since 2009. The London-based creator also covers motherhood, self-development, home decor, and top travel spots as she navigates through her early 30s, documenting life along the way. 

You can also keep up with Samantha on Twitter and TikTok.

7. Nayna Florence

From college life and finding a job to health, relationships, and activism, Nayna Patel offers her young audience an unfiltered look at “growing with the flow.” If you’re looking for tips to navigate the dawn of adulthood and build the life you love, Nayna’s channel might be for you. 

You can also follow her on Instagram

8. Whindersson Nunes

Whindersson Nunes is a Brazilian comedian with more than 43 million subscribers on YouTube. He became famous for his parody music videos and now posts a little bit of everything, from day-in-the-life content to random musings about the world from the front seat of his car. 

You can get more laughs from Whindersson on Twitter and Instagram

9. Azlia Williams

Azlia Williams first started posting on YouTube when she was 12. She got her first taste of viral fame after introducing the world to her pet bunny and has since grown into one of the top comedy and lifestyle vloggers online today. 

You can also check Azlia out on Instagram

10. Rachel Aust

Rachel Aust describes herself as the “weird gothy friend who likes going to the gym.” Her vlogs document her life as a wellness coach, personal trainer, and nutritionist. If you’re interested in honest discussions about health and productivity spiked with comedy, Rachel’s channel is for you. 

You can also follow her on Instagram and Pinterest

Brands successfully leveraging vloggers in their creator management programs

Athletic Greens

@karlancabrera 6am morning routine ft. my all in one health drink @Athletic Greens #athleticgreenspartner #guthealth #realisticmorning #athleticgreens #healthiswealth #wellness #momhacks #mitl #drinkag1 #morethangreens #momroutine ♬ Storytelling – Adriel

Athletic Greens is a daily health supplement brand with the goal of bringing comprehensive and convenient nutrition to just about everyone. It partners with relatable, health-conscious creators who can show how they integrate the supplement into their daily routine. 

Athletic Greens has built enough brand love that creators constantly post about the brand on their social channels, giving them a library of user-generated content to pull from and a huge pool of potential creators they can onboard as brand partners. 

Schell Games

Schell Games partnered with vloggers and content creators in the VR gaming space to promote its recent release, I Expect You to Die 2. Because the brand understood that these creators know their audience better than anyone, Schell Games leveraged its vloggers to create ads for the brand instead of running ads featuring creators. 

The marketing team did not give creators a specific brief and told them to create content using their own voice and messaging on each post to promote authenticity. Some creators produced episodic content that went through the original game one mission at a time. Other creators leveraged their TikTok expertise to create rare and technical vertical gameplay videos with exceptional engagement rates.

The six-month campaign generated:

  • 1 million video views
  • 1.4 million impressions
  • 50,000 engagements

City Beauty

LA-based luxury skincare brand City Beauty works with vloggers to help showcase the benefits of its various sustainable beauty products. The brand then zeros in on the most engaging creator content and repurposes it across its marketing strategy, from paid ads to blog content.

City Beauty has leveraged its vloggers to grow its Instagram following to over 130,000, with many creators generating as much as 200% ROI for the brand. By partnering with vloggers who genuinely love its products, City Beauty was also able to generate:

  • 3,000+ pieces of influencer content
  • 28,000+ link conversions
  • 6.9 million+ impressions from influencer content

Key takeaway: Let vloggers provide the human touch needed for a deeper connection to your brand.

Storytelling is one of the most effective strategies you can use to deepen the connection with your brand, and vloggers just so happen to be some of the best storytellers out there. Find the ones that fit your ideal customer persona and leverage them to provide the human touch needed to build a personal connection with your brand.

Updated: December 2022

Frequently Asked Questions

The top 10 vloggers in terms of YouTube subscribers are:

  1. PewDiePie: 111 million
  2. MrBeast: 104 million
  3. Kids Diana Show: 101 million
  4. Like Nastya: 100 million
  5. Vlad and Nikki: 86.6 million
  6. Blackpink: 81.5 million
  7. 5-Minute Crafts: 77.7 million
  8. Dude Perfect: 58.2 million
  9. Fernanfloo: 45.2 million
  10. Felipe Neto: 44.4 million

Swedish vlogger PewDiePie is the most famous vlogger in the world, with more than 111 million subscribers on YouTube. 

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Written by Quinn Schwartz

Quinn studied journalism at the University of Kentucky and now lives in Portland, Oregon. He’s particularly interested in storytelling in digital marketing and cost-effective creator strategies for smaller brands. When he’s not writing, you can find him at a concert, dog park, or debating whether or not to go on a run.

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