18 People in Marketing You May Not Know...but Should

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Not all influencers are well-known; that doesn't make their impact any less potent.

The Epitome of Personal Branding

YouTube fashionista Bethany Mota has more than 6.3 million YouTube subscribers, more than 1.54 million Twitter followers, and, according to Business Insider, an estimated $40,000 monthly income from advertisements—and she's only 18 years old.

The young YouTube sensation posts fashion, beauty, and DIY videos on her channel, Macbarbie07, every one to two weeks. Her content has caught the attention of major retailers and has spawned partnerships with brands like Aeropostale, where she has an eponymous clothing line.

Mota is a prototype for how marketers can use YouTube more like a broadcast network and less like a viral video gambling arena. Focusing on regularly scheduled content, instead of one-hit wonders, entices people to return to channels and builds long-term engagement, Vanessa Pappas, YouTube's global head of audience development, previously told Direct Marketing News.

“You're not looking to build one-off virality,” Pappas said. “You want people to come back and subscribe to your content.”

–Elyse Dupré

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