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<ul class="summary-list"><li><a href="https://www.youtube.com/channel/UCSReacwdlGHHyTIyuROhVdQ">Alisha Marie</a> and <a href="https://www.youtube.com/user/MissRemiAshten">Remi Cruz</a> are the voices of "<a href="https://podcasts.apple.com/us/podcast/pretty-basic-with-alisha-marie-and-remi-cruz/id1439655378">Pretty Basic</a>," a podcast and accompanying <a href="https://www.youtube.com/channel/UCawUyzelPZqp4BGnb83eHvA">YouTube channel</a> that covers fashion, beauty, home, pop <keyword id="24504" type="ORGANIZATION" weightage="100" keywordseo="culture">culture</keyword>, mental health, and more. But mostly, it's a weekly catch-up between best friends. </li><li>Marie and Cruz are two of <keyword id="10879" type="CITY" weightage="60" keywordseo="YouTube">YouTube</keyword>'s most popular <keyword id="15482" type="COMPANY" weightage="60" keywordseo="lifestyle">lifestyle</keyword> vloggers, with millions of subscribers on the platform — 8 million and 2.5 million, respectively. Both have large followings on Instagram, as well.</li><li>While practicing social distancing, the pair have been recording from their respective homes (and, in Marie's case, from her closet). </li><li><a href="https://www.insider.com/?hprecirc-bullet">Visit Insider's homepage for more stories</a>.</li></ul>It's a <a href="https://www.insider.com/coronavirus-shaming-viral-callout-online-pandemic-behavior-covid-2020-4">weird time</a> to be an influencer. <keyword id="9147610" type="UNKNOWN" weightage="60" keywordseo="alisha-marie">Alisha Marie</keyword> and <keyword id="9147608" type="UNKNOWN" weightage="60" keywordseo="remi-cruz">Remi Cruz</keyword> — the Los Angeles-based YouTubers and BFFs behind the weekly podcast "<a href="https://www.businessinsider.com/alisha-marie-remi-cruz-podcast-pretty-basic-2019-11">Pretty Basic</a>" — didn't try to sugarcoat how much they're struggling when Insider caught up with the lifestyle vlogging legends this week. Their commitment to keeping it real is one of the many reasons the pair have managed to build (and more impressively, hang onto) such a large and loyal following. But lately, they've had to keep it even more candid than usual, as they work to overcome the logistical hurdles of socially distant content creation. Marie, for example, has been recording the podcast from her closet. Cruz, who moved into a new home in mid-March, has been using throw blankets as a makeshift substitute for soundproofing."With first moving in, I just had to kinda move to whatever room had the most furniture to absorb sound," Cruz said. "And I would just throw blankets all over the floor with, like, boxes all around and hope that it wouldn't be echo-y. But now I've moved up to my office, now that it's finally done."Marie happens to be self-isolating with her editor and production coordinator, so she's mostly been able to continue uploading as usual. And, in some ways, the circumstances have led Marie to experiment with her channel. After Coachella was <a href="https://www.insider.com/coachella-stagecoach-postponed-until-fall-amid-coronavirus-concerns-2020-3">postponed</a> to prevent the spread of COVID-19, Marie's fans still wanted to see her annual Coachella lookbook and vlog, for which she'd been collecting clothing and accessories since January. Instead, she modeled the outfits in her backyard, posing poolside to hilariously mimic the kind of Instagrammable moment she'd normally be having in the desert at, say, a Revolve brand activation. "Even that Coachella video, the whole week before, while I was filming it, I kept thinking, like, is this like a bad video to do? Like, is it insensitive? Am I going to offend anyone? But then, you know, I think every creator is just trying to find their own new normal, whether it's, you know, do you upload a video for <keyword id="4578" type="COMPANY" weightage="60" keywordseo="entertainment">entertainment</keyword> so people can escape? Or do you upload content to help people during this time?""I think we've actually found a good balance..." she continued. "But I'm still allowing it to be a place where people can kind of escape and just enjoy, you know, a video of us doing our makeup or something."Unlike Marie, Cruz doesn't have the luxury of living with her videographer. So, for now, her main channels have taken a backseat."I kinda have to do everything by myself and it reminds me of like, back when I was living in college or my parents' house trying to make videos and set up all the camera angles and things," Cruz said.But in a way, the return to "old school Ms. Remi Ashten-style" vlogs has been a welcome change. And Marie, who's been a YouTube mainstay since she was a teenager in 2008, made a similar remark at the end of a <a href="https://www.youtube.com/watch?v=5208KP-ayMI">recent Amazon buying guide.</a>"I loved this video because it really reminded me of old school YouTube, beauty favorites, and 'Things I'm Loving,'" Marie said in the clip. "Let me know if you want more videos like this...I really miss doing these types of videos."Elaborating on this point, Marie said this longing for "old school YouTube" is a broad trend she's noticing on the platform. In fact, it's the driving theory behind the approach Marie and Cruz are taking to the content they create for their shared, "Pretty Basic" YouTube channel. "For a long time, we've always said, everyone misses those OG videos," Marie explained. "I feel like COVID almost made it happen even more. 'Cause a lot of creators, they moved back in with their parents and they don't have their filming setup or they don't have their stuff with them."As a result, Marie went on, many creators in the lifestyle category have been forced to film the way an up-and-coming YouTuber would: alone, with their camera on a tripod. That kind of content, Cruz added, is effortless for her and Marie to make for the podcast and "Pretty Basic" YouTube feed. It comes as second nature to them, after so many years in this industry. "It's just something we do without even having to necessarily think about it, but it just comes so easily," Cruz said. "And I mean, we've been like, almost trained in that whole world of OG YouTube videos. We've been doing it for so long that, as our content has changed throughout the years, we still kind of miss those kinds of things. And like, not just the simplicity of the video itself, but how like fun and carefree they are."That's not to say Cruz and Marie aren't feeling the impact of the ongoing crisis, mentally and financially. Marie expected a hit to advertiser revenue, and even though her views were up following the onset of stay-at-home orders, she's still making less money per video than before due to rate fluctuation. Cruz reported a similar disparity. Two of her moving vlogs raked in Vlogmas-level numbers as far as viewership, but her Adsense earnings have been cut in half. In recent weeks, however, there have been signs of recovery. Brand deals have started to trickle back in for both women, as creators and companies alike learn to work smaller budgets. And, for now, Adsense rates appear to be climbing. "It's been so cool seeing brands get so creative," Marie said. "Even my favorite coffee shop found a way to social distance and do pickup. You know what I mean? It's been really cool seeing people figure out like, okay, how can we make this work?"<ul class="read-more-links"><li>Read more:</li><li><a href="https://www.businessinsider.com/alisha-marie-remi-cruz-podcast-pretty-basic-2019-11">Influencers Alisha Marie and Remi Cruz break down how they turned YouTube fame into a hit podcast with 'Pretty Basic'</a></li><li><a href="https://www.businessinsider.com/tips-how-to-land-a-sponsorship-youtube-instagram-alisha-marie-2019-9">YouTube and Instagram star Alisha Marie explains how to pitch a brand for your first sponsorship deal</a></li><li><a href="https://www.insider.com/celebrities-quarantine-social-media-distancing-have-been-completely-unrelatable-in-2020-4">24 times celebrities have been completely unrelatable during quarantine</a></li></ul>Read the original article on <a href="https://www.insider.com/alisha-marie-and-remi-cruz-interview-pretty-basic-podcast-2020-4">Insider</a>

Lifestyle influencer legends Alisha Marie and Remi Cruz discuss quarantine content making, from poolside Coachella shoots to closet podcast recording

<div class="KonaFilter image-container display-table"><div><div class="image"></div></div></div><ul class="summary-list"><li>YouTube and Instagram influencers Alisha Marie and Remi Cruz are among the first in a wave of online content creators to make names for themselves in podcasting.</li><li>Their show "Pretty Basic" has been running for over a year, and the hosts said podcasting has allowed them to take a step back from editing and be more honest with their fans.</li><li>They also use dynamic ad insertion to make money from the podcast.</li><li>"At first we saw the podcast as the brand deal route, but it's actually a lot more similar to YouTube's AdSense in a way," Alisha said.</li><li><a href="https://www.businessinsider.com/?hprecirc-bullet">Visit Business Insider's homepage for more stories</a>.</li></ul>Platforms like YouTube and Instagram are known as hubs for influencer content, but social-media stars with millions of fans are trying something new with their content: podcasting.Influencers like Alisha Marie and Remi Cruz see podcasting as a way to connect more intimately and honestly with their followers. "I think the ability to be vulnerable and open up on the podcast created such a strong bond with our listeners and with our fans," Remi told Business Insider.Alisha and Remi, who have a combined 10.8 million YouTube subscribers and 5 million Instagram followers, launched their podcast "Pretty Basic" with the Ramble podcast network last October and are still in their first season. Ramble, a joint venture between the Cadence13 podcast company and <a href="https://www.businessinsider.com/top-talent-agents-of-youtube-creators-influencers-uta-wme-caa-2019-11">United Talent Agency</a>, is dedicated to working exclusively with online content creators like <a href="https://www.businessinsider.com/youtube-star-influencer-emma-chamberlain-dad-reaction-advice-on-fame-2019-9">Emma Chamberlain</a> and The Try Guys, positioning itself as a home for influencers like Alisha and Remi. When Alisha and Remi's <a href="https://www.businessinsider.com/top-talent-agents-of-youtube-creators-influencers-uta-wme-caa-2019-11">agent</a> told the two friends that their chemistry would work well on a podcast, they saw an opportunity for greater creative freedom on a new platform. But the transition to audio was not without challenges, they said."We were new to the space and no one told us what to do, but we definitely have gotten into the routine now," Remi said.The "Pretty Basic" hosts typically talk about their daily lives, presenting listeners with a closer look at their personalities and interests than what might come across on YouTube or social media. Occasionally, they venture into more serious topics like anxiety.While Remi said it felt natural to open up on microphone right away, Alisha said she initially found it much more difficult to create audio-only content as opposed to crafting Snapchat stories or Instagram posts."We didn't realize how different the platforms would be," Alisha said. "Podcasting so much more raw."<h2>Influencer audio content works best with minimal editing, according to Alisha and Remi</h2>For the first several episodes, Alisha said she approached the podcast the same way she approached editing her YouTube videos, cutting out all vocal tics and pauses. Soon after, she realized the podcast audience wanted to hear her realistic thought process.Now, Alisha said she typically gives the show's audio editors full permission to use any content they see fit. Remi and Alisha have taken a hands-off approach to editing the show, but they do approve all of their advertisements, as all Ramble hosts read ads themselves. The "Pretty Basic" ad rates are dynamic, Alisha said, as podcast ads allow for more specific targeting than some other platforms. For instance, Ramble uses a process called dynamic insertion to switch ads in and out of shows as opposed to baking them in, said Cadence13 Chief Content Officer Chris Corcoran, so advertisers can insert ads in back catalogued episodes if they gain impressions.Ramble does not publicly share its ad cost per impression, but host reads are significantly more expensive than programmatic ads in general. (Ramble only offers host-read ads.)"At first we saw the podcast as the brand deal route, but it's actually a lot more similar to YouTube's AdSense in a way," Alisha said, referring to the process by which Google dynamically places ads in YouTube videos.<h2>The podcast has helped them 'age up'</h2>The content of the podcast is different than what YouTube subscribers are used to from Alisha and Remi. It's more "aged up," said Remi, who has even used the skills she's learned in podcasting to mature her YouTube presence. "It took some time for Alisha to open up, but right off the bat I said everything," Remi said. "I forget that the video is going online and people are going to see it." Although it didn't happen right away, Alisha said she's also come to see the benefits of such an intimate medium. She said during fan meetups in the spring, she felt a stronger sense of loyalty among her fans because the podcast was a truer representation of herself."You don't need to get all dolled up and put on a whole show," Alisha said. "It's just you talking."The show has broken Spotify's top 10 list in the Health and Lifestyle category in the US several times, and now sits comfortably in the top 20. Season two of "Pretty Basic" kicks off at the start of 2020.

Influencers Alisha Marie and Remi Cruz break down how they turned YouTube fame into a hit podcast with 'Pretty Basic'

<ul class="summary-list"><li>Meghan Trainor said she "can't stand" her husband's poop, and they don't poop together on their double toilets.</li><li>Trainor previously revealed she and husband Daryl Sabara had side-by-side toilets in their bathroom.</li></ul>Meghan Trainor said that while she and her husband Daryl Sabara pee together on their side-by-side double toilets, she can't stand his poop.Trainor previously <a href="https://open.spotify.com/episode/6EzRYyQ5Ib63mp1POPbV0E">revealed on the "Why Won't You Date Me?" podcast in 2021</a> that <a href="https://www.insider.com/meghan-trainor-shares-new-relationship-story-2021-10">she and Sabara installed side-by-side double toilets in their home</a> and used them together "often." She <a href="https://twitter.com/Meghan_Trainor/status/1445809365735247873?ref_src=twsrc%5Etfw%7Ctwcamp%5Etweetembed%7Ctwterm%5E1445809365735247873%7Ctwgr%5Ec13aff7e7a98ba331994b92f900cc486fb9ad710%7Ctwcon%5Es1_&amp;ref_url=https%3A%2F%2Fwww.insider.com%2Fmeghan-trainor-two-toilets-bathroom-husband-relationship-2021-10">later clarified in a tweet</a> that <a href="https://www.insider.com/meghan-trainor-two-toilets-bathroom-husband-relationship-2021-10">they "pooped ONCE together"</a> but that her husband would "hang out" with her while she pooped because they were "soulmates."On <a href="https://podcasts.apple.com/us/podcast/surprising-remi-with-meghan-trainor/id1439655378?i=1000571320949">Wednesday's episode of the "Pretty Basic with Alisha Marie and Remi Cruz" podcast</a>, Trainor confirmed that their bathroom situation was still the same."He'll hang out with me while I poop. It was just, I can't take his poops. Sorry, Daryl," Trainor said. "Like, man poops are a different fucking level. But my poops don't smell."<a href="https://www.insider.com/meghan-trainor-daryl-sabara-married-2018-12">Sabara and Trainor were married in 2018</a>, after <a href="https://www.insider.com/meghan-trainor-engaged-to-daryl-sabara-2017-12">getting engaged the year prior</a>. The pair met at a house party in 2014, but reconnected when their mutual friend Chloë Grace Moretz set them up on a date, <a href="https://www.youtube.com/watch?v=g73xHLKsA3A">as Moretz said on "The Late Late Show" in 2018. </a> The couple <a href="https://www.insider.com/celebrity-babies-born-this-year-2021#all-about-that-bass-singer-meghan-trainor-and-spy-kids-star-daryl-sabara-became-parents-to-a-baby-boy-named-riley-15">had their first son, named Riley, in February 2021. </a>Trainor said that she didn't think the revelation about their toilets in 2021 would go viral to the extent that it did, saying that both Sabara and her mother urged her to stop talking about their bathroom habits in public. She also said that, despite the fact that they don't poop together, they still use the toilets in tandem "every day.""It's the best part. We hold hands, we pee," Trainor said. "He sits while he pees, which he's mad that I told the world that too. It's easy, he's tired, he's a dad."Watch and listen to the full podcast episode below.

Meghan Trainor says she and her husband don't poop together on their double toilets: 'I can't take his poop'

<div class="KonaFilter image-container display-table"><div><div class="image"></div></div></div><ul class="summary-list"><li>Alyson Stoner got her start as a dancer in Missy Elliott's "Work It" music video when she was seven, and also claimed a spot among the 2000s Disney Channel stars and blockbuster actors early in her career.</li><li>Recently, she's focused on her direct digital audience and intellectual drive with a YouTube channel and new podcast, "Simplexity."</li><li>Stoner said she sees "Simplexity" as way to feed her curiosity about the world and encourage her fans to engage in society and culture through interviews with experts in a variety of fields. </li><li><a href="https://www.businessinsider.com/?hprecirc-bullet">Visit Business Insider's homepage for more stories</a>.</li></ul>If you're a hip-hop fan, you might know Alyson Stoner from her performance in Missy Elliott's 2002 "Work It" music video when she was seven. If you grew up shortly after that, you might know her from roles on popular 2000s shows like "Drake and Josh," "That's So Raven," "Mike's Super Short Show," and "The Suite Life of Zack and Cody," or movies like "Cheaper by the Dozen" and "Camp Rock."Now, the multi-hyphenate actor and dancer is stretching into the world of podcasting. In her new show, "<a href="https://open.spotify.com/show/4CSZJht2KYqQmEl1PerqPi?si=CC0tQ2S1SdeMOTE8i2khkw">Simplexity</a>," which launched Nov. 11, Stoner aims to understand some of the most pressing issues facing today's global society through interviews with guests from world-renowned business women to hip-hop experts. After 15 years in the entertainment industry, Stoner said she was ready to share a more intellectual side of herself with her fans.She started that process by building her <a href="https://www.youtube.com/channel/UCBza-oDKEaRps26VQOHJ35g">YouTube channel</a>, which has more than 600,000 subscribers. Stoner's early YouTube videos are primarily dance routines and choreography tutorials, but she said she always planned on using the channel to showcase her less well-known passions as well."The Catch-22 of having a previous public identity is that unless you want to shock your audience with a reinvention … you often have to satisfy the appetite of your followers' expectations first," Stoner told Business Insider.But about two years ago, Stoner shifted her content to focus more on vlogging and tackling meaningful projects. For instance, she took a trip to Ethiopia to work for nonprofit <a href="https://ipourlife.org/">I Pour Life</a>'s economic empowerment program with other YouTubers and influencers like <a href="https://www.youtube.com/user/macbby11">Alisha Marie.</a><h2>Stoner sets out to 'spark curiosity' with new podcast</h2>Having established herself with an online audience, Stoner moved into the audio-only space with "Simplexity," further emphasizing intellectual ideas over showmanship. "For most of my career, my intellectual ability has been hidden behind flashy choreography," Stoner said. Stoner works with an external team to source ads for the show, but has the freedom to approve the ads she reads."I created the strictest parameters possible for potential sponsors and try to favor sites and services that center education, productivity, health and self-care, and giving back," Stoner said. These sponsorships help fund internal and backend expenses, Stoner said, and while she hopes to continue to grow the "Simplexity" brand, she's not concerned with turning a profit from the podcast.In podcasting, Stoner said she found the right platform to foster long, in-depth discussions with experts about various aspects of society and culture in a way that's not over-produced or edited. For example, the first episode features Mariéme Jamme, a Senegalese technologist who was born into poverty, sex trafficked, and is now teaching women and girls to code. Jamme shares her expertise on Africa's role in the tech race, but also chats with Stoner about empowerment in general."You will learn about this expert's field, but it's through storytelling and experience of the universal human process," Stoner said. The wide-ranging podcast has no overt theme besides the desire to "spark curiosity" in the audience with important issues, Stoner said.In future episodes, Stoner plans to interview marine biologists, SpaceX employees, authors, and hinted that she would have have guests from her "previous career milestones."For more on the business of podcasting, according to industry executives and creators, check out these Business Insider Prime posts:<ul><li><a href="https://www.businessinsider.com/alisha-marie-remi-cruz-podcast-pretty-basic-2019-11" data-analytics-position="1" data-analytics-module="">Influencers Alisha Marie and Remi Cruz break down how they turned YouTube fame into a hit podcast with 'Pretty Basic'</a>: Alisha and Remi have a combined 10.8 million YouTube subscribers and 5 million Instagram followers, and many of those fans now tune into their podcast "Pretty Basic." They spoke with Business Insider about making a transition into audio and how other influencers can follow in their footsteps.</li><li><a href="https://www.businessinsider.com/holly-frey-iheartradio-howstuffworks-what-makes-a-good-podcast-host-2019-11">A top podcast host and producer for iHeartRadio and HowStuffWorks gives her advice for success in audio, including embracing your vocal quirks</a>: Holly Frey, who hosts the podcast "Stuff You Missed in History Class," broke down tips for other hosts and opened up about her unorthodox introduction to podcasting. </li><li><a href="https://www.businessinsider.com/rainn-wilson-payne-lindsey-radio-rental-podcast-2019-11">How 'The Office' star Rainn Wilson helped a true-crime powerhouse develop a new type of podcast with 'Radio Rental'</a>: Popular true-crime-podcast creator and host Payne Lindsey discussed his new semi-scripted podcast with Rainn Wilson, who plays a quirky video shop manager alleviating tension throughout the otherwise spooky show.</li></ul>

Alyson Stoner gained fame from Disney and dancing. But she's moved from 'flashy choreography' to intellectual fare with her YouTube channel and new podcast.

<ul class="summary-list"><li>As part of its broader advertising strategy, YouTube curates a lineup of its top channels called "Google Preferred" where it highlights brand-friendly content that advertisers pay a premium to appear alongside. </li><li>Being included in Google Preferred means more revenue for creators who earn a higher rate than they normally would for videos on the platform. </li><li>The company is highly secretive about Google Preferred, declining to share even basic information like the list of content categories advertisers can buy against. </li><li>Business Insider spoke to creators and individuals familiar with how Google Preferred works to learn more about the company's top-tier monetization product. </li><li><a href="https://www.businessinsider.com/prime">Click here for more BI Prime stories</a>.</li></ul>For a YouTube creator, joining "Google Preferred" - the company's top-tier monetization category - means you've made it."I remember feeling an insane amount of pride," said Remi Cruz, a YouTube star who posts DIYs, cooking tutorials, and makeup and fashion videos for her 2.5 million subscribers. "I think I watched four years or so as a silent viewer and then decided I could make my own videos. A year and a half ago I was admitted into the program."Cruz said her channel's inclusion in Google Preferred also came at a time when she was assigned a partner manager at YouTube, a service the platform offers to popular creators to help them work with brands and address technical and copyright issues that often emerge when a channel reaches a certain size.Qualifying for Google Preferred means YouTube has graded a creator's content as engaging, popular, brand-suitable, and produced with a level of "camera work and cinematic technique" worthy of the company's top advertisers, as laid out on its <a href="https://www.youtube.com/google-preferred/" target="_blank" rel="noopener">website</a>.It also means more money.Google Preferred videos tend to command higher CPMs (cost per thousand views) than its standard AdSense (biddable pre-roll, mid-roll, and post-roll) monetization, according to multiple sources who spoke to Business Insider.Having a video removed from the program can cut into monthly income, and being kicked out of the program entirely can potentially lead to <a href="https://www.businessinsider.com/youtuber-logan-paul-lost-5-million-from-google-preferred-removal-2018-11">millions of dollars</a> in lost revenue at the highest end."In the beginning with Google Preferred, it definitely boosted [revenue]," Cruz noted. "But since then I think it's been climbing depending on the quarter that I'm in."YouTube sells its Google Preferred lineup as an alternative to traditional linear TV advertising. The company drove $15 billion in revenue across its various advertising products in 2019, with the majority of its ad-supported earnings going to creators. That number is <a href="https://www.businessinsider.com/youtube-ad-revenue-15-billion-2019-google-breakout-2020-2">around 20% of the $70 billion</a> that went into all of US TV ad spending last year.But for a program designed to compete with traditional TV advertising, YouTube is highly secretive about Google Preferred. The company doesn't publicly disclose basic information about the program, including the list of content categories available to advertisers who purchase its inventory. YouTube doesn't even necessarily inform creators when their videos or channels have been selected for Google Preferred, and it won't break out Google Preferred revenue in YouTube analytics (though savvy creators have found alternative ways of tracking their Preferred earnings).To learn more about how Google Preferred works, Business Insider spoke to content creators and individuals who are either enrolled in Google Preferred or familiar with the program. Most spoke on the condition of anonymity to avoid backlash from Google.Here's what we learned:<h2>How does YouTube decide which creators get included in Google Preferred?</h2>Google Preferred's lineup is selected through both an automated and manual review process by YouTube.One of its mechanisms for choosing channels is assigning them a "P-Score," which is a numerical value determined by an algorithm that Google says it's tested against 5,000 campaigns.In its <a href="https://www.youtube.com/watch?v=P-JF6mbpvEw&amp;feature=youtu.be" target="_blank" rel="noopener">2:32 video</a> describing the P-Score, YouTube used the term "proprietary" five times. Here are the five factors that go into a channel's P-Score:<ul><li>Popularity: A signal driven by "watch time," a proprietary metric that reveals "repeat engaged viewership."</li><li>Passion: A signal that examines "how engaged an audience is with a channel," including how often users interact with content.</li><li>Protection: A signal that focuses on content suitability so that "P-Score outputs are working for your brand."</li><li>Platform: A signal that highlights content that's frequently watched on large screens, such as televisions.</li><li>Production: A signal that scans for content with "sophisticated camera work and cinematic technique." </li></ul>While Google doesn't release any additional information about P-Scores, last year a group of creators managed to track down the metric for individual channels by <a href="https://docs.google.com/document/d/1xyxDZIGztWDqGQGae4Oakkt0VAYB21-OcXgNKYrPzcw/edit" target="_blank" rel="noopener">looking at the source code</a> of a YouTube page in a web browser. They discovered that P-Score varied based on geography, and that channels tended to fair better in their home countries. Google has since removed access to this data point for external users. YouTube declined to share how often its channels are evaluated for inclusion in Google Preferred, but a source familiar with the process told Business Insider the list is updated quarterly. While YouTube currently doesn't post any information about the frequency of its channel review process, an earlier version of the Google Preferred website stated that "Google Preferred lineup channels are refreshed quarterly."YouTube confirmed that all of its Google Preferred channels are also reviewed by humans to comply "with our advertiser-friendly content guidelines," and the company allows third-party analytics firms like DoubleVerify and Integral Ad Science to review the list of videos where ads have appeared in a campaign.YouTube's partnerships with third-party brand safety companies offer advertisers the opportunity to get independent verification that Google Preferred is meeting their content standards. This verification process happens after ads have already run on Google Preferred. DoubleVerify and IAS don't gain access to the company's channel list prior to campaigns going live.<h2>How can creators track Google Preferred revenue in YouTube Analytics?</h2>While YouTube doesn't break out revenue for Google Preferred in its analytics product for creators, Business Insider heard from multiple platform users who said they tracked earnings from the program by looking at estimated revenue from reserved-sold advertising.Because these creators know their channels were in the Google Preferred program and were not aware of alternative sources of reserved ad monetization, they interpreted this revenue as coming from Google Preferred campaigns.YouTube wouldn't confirm whether this approach provides an accurate picture of earnings from Google Preferred, but the company did confirm that Google Preferred ads are sold on a reserved basis. <h2>Google won't reveal how many content categories are available to advertisers, but at one point it named 13 in the US</h2>When marketers buy ads on Google Preferred, they don't pay for placement on individual channels - as a brand might for a flagship show on a TV network like NBC or CBS. Instead they purchase by content category.YouTube currently names eight content categories on its Google Preferred website: Beauty, Fashion &amp; Lifestyle (one category), Sports, Music, Gaming, Comedy, Parenting, Science, and News. The company declined to share the rest of its categories with Business Insider, but in the past it's advertised a broader array of Google Preferred categories in the US. In 2017, for example, the company listed the following categories on its website, noting that these are just a sampling of all channels available to brands:<ul><li>Beauty &amp; Fashion (now called Beauty, Fashion &amp; Lifestyle)</li><li>Cars, Trucks &amp; Racing</li><li>Comedy</li><li>Entertainment &amp; Pop Culture</li><li>Food &amp; Recipes</li><li>Music</li><li>News</li><li>Parenting &amp; Family</li><li>Science &amp; Education</li><li>Spanish Language</li><li>Sports</li><li>Technology</li><li>Video Gaming</li></ul><h2>YouTube doesn't always inform a creator that their video or channel has been added to Google Preferred</h2>Because YouTube algorithmically selects videos and channels for inclusion in Google Preferred, a creator may have their content selected for the program without knowing. Trevor James, a travel influencer who runs a YouTube channel with <a href="https://www.youtube.com/thefoodranger" target="_blank" rel="noopener">3.9 million subscribers</a> called "The Food Ranger," ended up being featured on Google Preferred's promotional website without knowing that he was part of the program.James' 2018 <a href="https://www.youtube.com/watch?v=OSkw_cn7-jI&amp;feature=youtu.be" target="_blank" rel="noopener">video</a>, "Chinese Street Food Tour Of Chengdu, China," is one of 15 videos currently showcased in the "What's On?" section of YouTube's Google Preferred Lineups website. "We've attended some YouTube summits before with other creators, so maybe they know of us, but I've never been told that," he said when Business Insider pointed out that his YouTube channel was featured by Google."Our content is mainly monetized through AdSense and we do merch sales through our T-shirts," he said. "For YouTube, that's mainly our income."While YouTube approves entire channels for Google Preferred monetization, it may exclude an individual video within a channel if it deems its content unsuitable for brands. Business Insider heard from multiple sources who said they had seen this happen for videos within their channels.For more on the business of influencers, according to YouTube creators, check out these Business Insider Prime posts: <ul><li><a href="https://www.businessinsider.com/how-much-money-youtubers-make-a-month-minimalist-influencer-2020-3">How much money do YouTubers make a month? A minimalist influencer with 77,000 subscribers shares exactly what she earns and spends:</a> The minimalist influencer Kyra Ann, who has 77,000 subscribers, shared how much money YouTube paid her in February.</li><li><a href="https://www.businessinsider.com/most-money-youtube-stars-have-made-for-single-video-2020-3">8 YouTube stars explain which videos made them the most money, including one that earned $97,000</a>: We spoke to eight creators with vastly different channels, and they shared the most amount of money YouTube paid them for a single video.</li><li><a href="https://www.businessinsider.com/how-much-youtube-pays-per-view-for-finance-videos-cpm-2020-2">A YouTube creator explains why personal-finance videos can make much more money than many other types</a>: Marko Zlatic runs a YouTube channel with 298,000 subscribers, and he posts videos about personal finance, stocks, and real-estate investing.</li></ul>Get the latest Google stock price<a href="http://markets.businessinsider.com/stock/GOOG-Quote"> here.</a>

YouTube creators share the inside details of Google Preferred, the secretive program that helps influencers make a lot more money

Welcome to this week's Influencer Dashboard newsletter!This is Amanda Perelli, writing to you from my desk at home, and here's an update on what's new in the business of influencers and creators.First off, I'm lucky enough to be able to work from home, and I hope all of you are healthy and staying safe! This week, my colleague Dan Whateley and I caught up with several creators across YouTube and Instagram, along with industry experts, on how they are adjusting their businesses to continue to make a living during the coronavirus pandemic and the resulting economic turmoil. As many brand deals stall, influencers are starting to switch up their strategies, focusing on long-term bets like direct-to-consumer businesses or alternative revenue streams like consulting, teaching, and coaching."Our entire company is at a standstill at the moment and I don't really know when jobs or campaigns will happen again in the next month," said Audree Kate Lopez, a fashion stylist, consultant, and influencer with nearly 30,000 followers on Instagram. Lopez said during this downtime she is focusing on getting organized internally and creating content at home that she normally doesn't have time to do.And the influencer-marketing firm Sapphire Apps told Dan that it's no longer conducting photo shoots with influencers for brand campaigns, instead turning to animation and user-generated content filmed by influencers at home that's then edited by the Sapphire team afterwards. (<a href="https://www.businessinsider.com/instagram-youtube-influencers-are-adapting-business-to-coronavirus-2020-3">Read the full post here</a>.)You can read most of the articles here <a href="https://www.businessinsider.com/subscription/prime-discount?r=birefer-aperelli">by subscribing to BI Prime</a>. And if this is your first time reading Influencer Dashboard, <a href="http://newsletter.businessinsider.com/join/influencerdashboard">subscribe to the newsletter here</a>.<h2>More industry updates on the impact of the coronavirus pandemic:</h2><ul><li><a href="https://www.businessinsider.com/engagement-on-instagram-sponsored-posts-rises-as-coronavirus-spreads-2020-3">Influencer marketers say sponsored Instagram posts have had views, likes, and comments sharply increase the past 2 weeks</a>: Dan spoke to the influencer-marketing agency Obviously, which said it had seen a 76% boost in the number of "likes" on sponsored posts on Instagram in the past two weeks despite some advertisers cutting budgets.</li><li><a href="https://www.businessinsider.com/how-coronavirus-is-affecting-instagram-influencers-brand-sponsorships-2020-3">Coronavirus is 'impacting all talent' on Instagram as brands cancel influencer-marketing deals and paid events get put on hold</a>: I spoke to several bloggers, travel influencers, and industry experts about the impact of the coronavirus on the influencer industry and their brand deals.</li><li><a href="https://www.businessinsider.com/cost-of-influencer-marketing-sponsored-instagram-post-expected-drop-coronavirus-2020-3">The price of sponsored posts on platforms like Instagram could fall by up to 25% in the near term, according to an influencer-marketing agency</a>: Dan covered a new report from the influencer-marketing platform Izea, which said the company expected the average price for a sponsored post on social media to drop between 15% and 25% in the near term.</li><li><a href="https://www.businessinsider.com/influencer-marketing-how-coronavirus-could-impact-sponsorships-posts-2020-3">An influencer-marketing agency made a 68-page deck on how the coronavirus pandemic could change the industry. Here are the 5 key takeaways</a>: Also from Izea, I wrote about the main points of its recent report on the impact the coronavirus could have on the influencer industry.</li><li><a href="https://www.businessinsider.com/esports-broadcasts-adapt-as-sports-leagues-shut-down-coronavirus-impact-2020-3">Esports broadcasts have quickly adapted as sports leagues have shut down, but online-only competitions present challenges for pro gaming:</a> My colleague Kevin Webb wrote about the impact the coronavirus pandemic has had on esports, from the challenges to the opportunities.</li></ul><h2><a href="https://www.businessinsider.com/how-to-join-faze-clan-recruiters-explain-choosing-team-members-2020-3">FaZe Clan's top recruiters explain how to join the red-hot gaming organization and what they look for in new members</a></h2>FaZe Clan is a multimillion-dollar gaming organization focused on esports and video content creation.Kevin spoke to Vera Salamone, FaZe Clan's director of talent, and Erik Anderson, FaZe Clan's head of esports, on what FaZe Clan looks for in new recruits.Anderson said FaZe is constantly recruiting on a global scale to find the best players to represent the team."I don't want to have to call a guy to wake him up to get him to and play video games as his career," Anderson said. "I want someone that's hungry to go and compete at a high level and understands that they're in a really amazing place to do that."<a href="https://www.businessinsider.com/how-to-join-faze-clan-recruiters-explain-choosing-team-members-2020-3">Read the full post on how to join FaZe Clan, here</a>. <h2><a href="https://www.businessinsider.com/youtube-creators-explain-details-google-preferred-how-to-get-in-2020-3">Inside YouTube's secretive Google Preferred program, which can boost a creator's income and signal they've 'made it'</a></h2>For a YouTube creator, joining "Google Preferred" - the company's top-tier monetization category - means you've made it.Dan spoke to creators like Remi Cruz, a YouTube star who posts DIYs, cooking tutorials, and makeup and fashion videos for her 2.5 million subscribers, and other individuals familiar with how Google Preferred works to learn more about the company's secretive program.Google Preferred videos tend to make more money because they command higher CPMs (cost per thousand views) than YouTube's standard AdSense (biddable pre-roll, mid-roll, and post-roll) monetization, according to multiple sources who spoke to Business Insider."In the beginning with Google Preferred, it definitely boosted [revenue]," Cruz noted. "But since then I think it's been climbing depending on the quarter that I'm in."But how do you get into the program? Dan has the inside details.<a href="https://www.businessinsider.com/youtube-creators-explain-details-google-preferred-how-to-get-in-2020-3">Read the full post to learn more about the Google Preferred program, here</a>. <h2><a href="https://www.businessinsider.com/tiktok-metrics-brands-use-for-influencer-marketing-campaigns-sponsorships-2020-3">The TikTok metrics that matter for a successful sponsorship deal between an influencer and a brand, according to industry insiders</a></h2>TikTok has become one of the most popular apps among Gen Zers and brands are looking to leverage the massive reach its creators have.I spoke with an influencer talent manager and a digital agent about some of the metrics they see brands paying attention to in 2020 on TikTok."On TikTok, it doesn't matter how many followers you have, that's not the main metric of success," said David White, head of influencer management at Whalar Stars. "It's all about how many views you're getting."From a branding perspective, TikTok is good for its volume of impressions and reach, and Instagram is the place to drive sales, said Alex Devlin from WME. <a href="https://www.businessinsider.com/tiktok-metrics-brands-use-for-influencer-marketing-campaigns-sponsorships-2020-3">Read the full post on the TikTok metrics brands are paying attention to, here</a>. <h2>What else happened on BI Prime this week: </h2><ul><li><a href="https://www.businessinsider.com/call-of-duty-league-esports-team-owners-investors-breakdown-cdl-2020-3">The 12 investors betting millions on the Call of Duty League - from the LA Rams owners to a group including Gary Vaynerchuk</a>: Kevin created a list of everyone who's invested millions to be part of the Call of Duty League's first season.</li><li><a href="https://www.businessinsider.com/how-influencers-should-disclose-paid-brand-sponsorships-ftc-rules-2020-3">The FTC provided specific guidelines on what influencers should and shouldn't do for sponsored posts in its recent $1 million settlement with a marketer</a>: Dan highlighted some key takeaways for influencers looking to avoid the ire of the FTC based on the agency's settlement with Teami.</li></ul><h2>Here's what else we're reading: </h2><ul><li><a href="https://www.nytimes.com/2020/03/17/style/zoom-parties-coronavirus-memes.html">We Live in Zoom Now: Zoom is where we work, go to school and party these days</a>: Taylor Lorenz, Erin Griffith, and Mike Isaac from The New York Times wrote that overnight, the video conferencing platform, Zoom, has become a primary social platform for many high school and college students, as those institutions move to online learning.</li><li><a href="https://www.nbcnews.com/news/us-news/big-gram-campus-usc-students-train-become-influencers-n1156881">Big 'gram on campus: At USC, students train to become influencers</a>: Kalhan Rosenblatt from NBC wrote about USC's social media influencing curriculum and clubs, where content creation is more than just a hobby.</li><li><a href="https://www.theverge.com/2020/3/11/21174212/youtube-coronavirus-monetization-ads-susan-wojcicki-sensitive-subject-phil-defranco">YouTube will slowly start monetizing coronavirus videos following creator anger</a>: Julia Alexander from The Verge reported that YouTube was reassessing its policies in an effort to let some creators monetize videos they make about the coronavirus.</li><li><a href="https://www.hollywoodreporter.com/news/icm-signs-digital-management-firm-talentx-1284516">ICM Signs Digital Management Firm TalentX (Exclusive)</a>: Natalie Jarvey from The Hollywood Reporter wrote that talent management firm TalentX has signed with ICM Partners, bringing its 32 clients under the agency's fold.</li><li><a href="https://www.insider.com/loren-gray-tiktok-popular-music-the-man-taylor-swift-2020-3">The most popular TikToker is on track to lose her throne, and she's looking to Taylor Swift and Shawn Mendes for the next leg of her career</a>: Kat Tenbarge from Insider spoke to 17-year-old Loren Gray, who is the most followed person on TikTok.</li><li><a href="https://www.wsj.com/articles/david-dobrik-interview-youtube-liza-fallon-vlog-11584028115?tesla=y">Meet David Dobrik, Gen Z's Jimmy Fallon</a>: Myles Tanzer from The Wall Street Journal wrote about YouTube star David Dobrik and his big dream to be a late-night host.</li></ul>Thanks for reading! Send me your tips, comments, or questions: aperelli@businessinsider.com. <h2><a href="http://newsletter.businessinsider.com/join/influencerdashboard">Subscribe to the newsletter here</a>.</h2><a href="https://www.businessinsider.com/intelligence/stories-slide-deck?IR=T&amp;itm_source=businessinsider&amp;itm_medium=ctgr_bii&amp;itm_term=ctgr_leadgen&amp;itm_content=instagram&amp;itm_campaign=stories-slide-deck"></a>

How YouTube and Instagram stars are adapting their businesses as the coronavirus impacts the influencer-marketing industry

Welcome back to this week's Influencer Dashboard newsletter!This is Amanda Perelli, writing to you from home, and here's an update on what's new in the business of <keyword id="1112328" type="PERSON" weightage="60" keywordseo="Influencers">influencers</keyword> and creators.This week, my colleague Dan Whateley spoke to the founder of "Drip Crib," a new <keyword id="6762469" type="UNKNOWN" weightage="60" keywordseo="TikTok">TikTok</keyword> influencer group and collab house, on his strategy to try and turn a profit. As TikTok stars move to Los Angeles to pursue careers in <keyword id="4578" type="COMPANY" weightage="60" keywordseo="entertainment">entertainment</keyword>, many are getting houses together and forming creator "collectives."The influencer group is renting a mansion listed at $18,900 per month, located in the heart of Los Angeles' social-media scene, just a few minutes away from the Hype House and residences of top YouTubers like Logan Paul and James Charles.The founder, influencer and musician Devion Young, broke down:<ul><li>How to start a TikTok house – like securing a lease and recruiting talent.</li><li>Establishing house rules, which can include content quotas.</li><li>His investment plans and how he plans to pay for the house through brand deals.</li></ul>In the competitive TikTok "collab" house world, Drip Crib is effectively a startup. The house's TikTok account has around 35,000 followers compared to the 15.2 million fans who follow the Hype House and 2.9 million followers of Sway LA's TikTok account. (<a href="https://www.businessinsider.com/inside-tiktok-influencer-group-collab-house-drip-crib-rent-strategy-2020-5">Read the full post here</a>.)You can read most of the articles here <a href="https://www.businessinsider.com/subscription/prime-discount?r=birefer-aperelli">by subscribing to BI Prime</a>. And if this is your first time reading Influencer Dashboard, <a href="http://newsletter.businessinsider.com/join/influencerdashboard">subscribe to the newsletter here</a>.<h2><a href="https://www.businessinsider.com/how-travel-instagram-influencers-have-adapted-business-to-coronavirus-2020-5">Travel Instagram influencers are finding new ways to earn money with the industry frozen and are moving into categories like food and fitness</a></h2><div type="image" title="Christina Vidal" height="2231" width="2974" msid="75739806" hostid="261"></div>The influencer industry has seen a downturn in recent weeks, especially for those primarily working in the travel category.I spoke with several travel influencers and industry experts about how the coronavirus had affected their businesses and which strategies they were focusing on to continue to earn revenue and build up readership.Audiences online aren't searching for the same content as before, but they are still there and hungry for other types that are more relevant to life at home. Christina Vidal, a travel influencer, said she had experienced a major hit to her digital business in recent weeks. To stay afloat financially, she decided to pivot and focus on what her audience would be more interested in right now, like easy recipes and a quarantine gift-giving guide – and she's not alone in having to make drastic changes to her content. <a href="https://www.businessinsider.com/how-travel-instagram-influencers-have-adapted-business-to-coronavirus-2020-5">Read the full post for more on how travel influencers have pivoted business here</a>. <h2><a href="https://www.businessinsider.com/top-ways-youtube-instagram-influencers-can-make-money-without-ads-2020-5">8 ways YouTube and Instagram influencers are earning money besides advertising, as brand sponsorships stall</a></h2><div type="image" title="Amy Landino" height="1152" width="1536" msid="75739807" hostid="261"></div>Direct ad revenue from <keyword id="10879" type="CITY" weightage="60" keywordseo="YouTube">YouTube</keyword> can prove unreliable — especially if a creator's videos contain controversial content — so many influencers are getting smart about finding ways to diversify.Dan and I broke down the 8 main ways influencers across YouTube, <keyword id="819905" type="COMPANY" weightage="60" keywordseo="Instagram">Instagram</keyword>, and TikTok are making money without relying on income from YouTube ads or brand sponsorships.Some of the new ways creators have been turning their followers into paying customers (especially while social distancing) are by sending personalized video messages to fans through the app Cameo or creating a subscription-based membership program through Patreon. These types of revenue streams are more important than ever for influencers with the ad meltdown currently happening because of the pandemic.<a href="https://www.businessinsider.com/top-ways-youtube-instagram-influencers-can-make-money-without-ads-2020-5">Read the full post for a breakdown of the 8 main ways influencers are making money without ads, here.</a><h2><a href="https://www.businessinsider.com/how-to-reach-influencers-instagram-direct-message-tiktok-youtube-stars-2020-5">How to use Instagram direct messages to reach top influencers and celebs, according to a CEO who has used DMs to land clients like TikTok star Addison Rae</a></h2><div type="image" title="Fanjoy" height="978" width="1304" msid="75739811" hostid="261"></div>Unlike LinkedIn or Twitter, on Instagram users can direct message anyone – no matter how famous they are.I spoke to Chris Vaccarino, the founder and CEO of the influencer-focused e-commerce company Fanjoy, on his tips for reaching influencers via Instagram DM.Messaging on Instagram is a main way the company has signed some of its clients — like <a href="https://www.businessinsider.com/addison-rae-easterling-interview-tiktok-business-merch-dance-fame-money-2020-4">TikTok stars Addison Rae Easterling</a> (nearly 40 million followers) and Alex Warren (10 million followers), along with <a href="https://www.businessinsider.com/netflixs-the-circle-winner-joey-sasso-on-instagram-fame-strategy-2020-3">Netflix's "The Circle" star Joey Sasso</a> (728,000 Instagram followers). Vaccarino said to get someone's attention on Instagram, long paragraphs won't do, and explained why the company relies on DMs more than emails or cold-calling. "Super simple, to be consumed within 5 to 10 seconds," Vaccarino said of a good DM. "It can't be paragraphs." <a href="https://www.businessinsider.com/how-to-reach-influencers-instagram-direct-message-tiktok-youtube-stars-2020-5">Read the full post on how he contacts top influencers and why he swears by this technique here. </a><h2>What else happened on BI Prime:</h2><ul><li><a href="https://www.businessinsider.com/creative-agency-movers-shakers-tiktok-dance-music-campaign-elf-cosmetics-2020-5">The creative agency execs behind one of TikTok's most successful ad campaigns explain how they capture Gen-Z's attention with original music and dance choreography</a>: Dan spoke to the agency's cofounders Evan Horowitz and Geoffrey Goldberg to learn more about their strategy for running music-based ads on TikTok and what's caught their interest on the app in recent weeks.</li><li><a href="https://www.businessinsider.com/tiktok-gaming-plan-top-talent-management-company-esports-organization-2020-5">A TikTok talent group and esports team are betting that gaming will be the app's next break-out category. Here's their plan to connect video game brands with TikTok's Gen-Z audience</a>: Dan spoke to the esports and gaming company RekTGlobal and the CEO of TalentX Gaming to learn more about their plan to grow gaming talent on TikTok. </li><li><a href="https://www.businessinsider.com/how-much-money-youtube-stars-make-per-month-creator-income-2020-5">5 YouTube creators break down how much money they earned in a month from the platform</a>: I spoke to several influencers who broke down how much they'd earned in a month from the platform. </li></ul><h2><div type="image" title="Rekt esports 2" height="1667" width="2500" msid="75739814" hostid="261"></div></h2><h2>This week on Insider's digital culture desk:</h2><ul><li><a href="https://www.insider.com/paul-vasquez-youtube-double-rainbow-guy-video-song-died-2020-5">The man who made the 'Double Rainbow' YouTube video, one of the platform's first viral stars, has died at age 57</a>: Kat Tenbarge reported that Paul "Bear" Vasquez, who made one of the first viral YouTube videos, died on Saturday, May 9, after getting tested for COVID-19. </li><li><a href="https://www.insider.com/alisha-marie-and-remi-cruz-interview-pretty-basic-podcast-2020-4">Lifestyle influencer legends Alisha Marie McDonal and Remi Cruz discuss quarantine content making, from poolside Coachella shoots to closet podcast recording</a>: Hanna Lustig spoke to the pair about their podcast and how they are adjusting to working from home.</li><li><a href="https://www.insider.com/meet-coyote-peterson-stung-murder-hornet-youtube-video-interview-2020-5">The YouTuber who let a murder hornet sting him says it caused 'searing pain.' Now he says he's done with sting videos</a>: Rachel Greenspan spoke to the wildlife expert and YouTuber Coyote Peterson who said he probably won't be making more intentional bite or sting videos. </li><li><a href="https://www.insider.com/nebraska-crossing-mall-reopen-omaha-twitter-reporters-blocked-deleted-account-2020-5">A Nebraska outlet mall wanted to be a 'laboratory' in the culture war over reopening businesses amid the pandemic, but it became a meme instead</a>: Palmer Haasch wrote that the mall appeared to block reporters on Twitter before deleting its account.</li></ul><h2>Here's what else we're reading:</h2><ul><li><a href="https://www.businessinsider.com/tiktok-music-restrictions-brands-royalty-free-commercial-use-copyright-infringement-2020-5">TikTok is putting steep restrictions on how brands can use music in their videos to preserve the 'authenticity' of the platform</a>: Paige Leskin from Business Insider wrote that TikTok had been rolling out a change to some brands on its platform that limited their access to music and soundtracks they could use in videos.</li><li><a href="https://www.businessinsider.com/cash-app-scammers-fake-giveaways-jeffree-star-david-dobrick-2020-5">Cash App scammers are impersonating Jeffree Star and David Dobrik in order to fake cash giveaways and defraud people</a>: Aaron Holmes from Business Insider wrote that Cash App scammers were impersonating YouTubers and influencers who frequently run cash giveaways in order to fleece unsuspecting fans.</li><li><a href="https://www.tubefilter.com/2020/05/13/youtube-famebit-shutters-self-service-platform/">YouTube's FameBit Shutters Self-Service Influencer Marketing Platform To Prioritize In-House Matchmaking</a>: Geoff Weiss from Tubefilter wrote that beginning July 31, FameBit's self-service program would be shuttered.</li><li><a href="https://www.theverge.com/2020/5/13/21256087/james-charles-youtube-instant-influencer-apology-video-drama-controversy">Wannabe influencers are being trained to film a believable YouTube apology video</a>: Julia Alexander from The Verge wrote about the importance behind learning how to come out of a controversy as an influencer. </li></ul>Thanks for reading! Send me your tips, comments, or questions: aperelli@businessinsider.com. <h2><a href="http://newsletter.businessinsider.com/join/influencerdashboard">Subscribe to the newsletter here</a>.</h2>Read the original article on <a href="https://www.businessinsider.com/youtube-and-influencer-business-trends-newsletter-may-14-2020-5">Business Insider</a>

How to start a TikTok influencer house, YouTuber monthly incomes, and Instagram DM networking

<div class="KonaFilter image-container display-table"><div><div class="image on-image">Shared <keyword id="6354777" type="COMPANY" weightage="60" keywordseo="Media">Media</keyword>The Shared Media founding team</div></div></div><ul class="summary-list"><li style="font-weight: 400;">After the demise of Defy Media, Clevver Media cofounder Joslyn Davis and talent/producer Lily Marston have launched a new YouTube-focused endeavor, Shared Media. </li><li style="font-weight: 400;">The pair told Business Insider they are bringing it "back to basics," and that this new project will focus on their dynamic as friends.</li><li style="font-weight: 400;">It will produce weekly original content to two YouTube channels, Shared Channel and Shared News.</li><li><a href="https://www.businessinsider.com/?hprecirc-bullet">Visit Business Insider's homepage for more stories.</a></li></ul>From the ashes of Defy Media, <a href="https://www.youtube.com/user/clevverTV">Clevver</a> stars <a href="https://www.businessinsider.com/defy-media-behind-the-scenes-2017-6">Joslyn Davis and Lily Marston</a> have launched a new YouTube-focused media venture: Shared Media. The new company will focus on Davis and Marston's dynamic as friends and produce weekly original content, they told Business Insider in a recent interview. <a href="https://variety.com/2018/digital/news/defy-media-shutting-down-layoffs-1203020919/">Defy Media was formed in 2013</a> in a merger between Alloy Digital, which acquired Clevver Media in 2012, and Break Media. After a series of cutbacks, <a href="https://variety.com/2018/digital/news/defy-media-shutting-down-layoffs-1203020919/">Defy abruptly shut down</a> in November 2018 and <a href="https://variety.com/2019/digital/news/hearts-buys-clevver-defy-media-shutdown-1203141570/">Hearst Magazines bought the Clevver brand</a> in February."If you would have told me, even last week, that these are the circumstances - I would have laughed," Davis <a href="https://www.youtube.com/watch?v=V_0CGuuUuhk">said in a video she uploaded following the Defy shutdown</a>. She described it as the "most challenging thing I've been through professionally."Marston and Davis both signed short-term talent deals with Clevver under its new ownership, but the contracts have expired, they told Business Insider. (They are, however, open to opportunities to work with Clevver in the future, Davis added.)Davis and her Clevver Media cofounder, Jorge Maldonado, decided to take what they'd learned from launching Clevver and build a new project along with Marston. Shared Media is a self-funded endeavor that currently runs two YouTube channels, Shared Channel and Shared News, with original content produced by a small number of founding employees."I think it's an exciting opportunity for us to get back to basics and really just focus on creating content we are excited about and not necessarily being made as a vehicle to sell - or under the advice or guidance of people who are not on our team," Davis told Business Insider. Joining the Shared News team is executive producer <a href="https://twitter.com/lisa_hiser">Lisa Hiser</a>, <a href="https://www.youtube.com/watch?v=-fTrCxRXuXM">who left Clevver after 5 ½ years in 2017</a>, and producers/talent, Renee Ariel and Fiona Zaring, also previously from Clevver. "We have a small but mighty team," Davis said. "We've been really intentional when it comes to hiring and picking out what type of staff members we need." <h2>Second time around </h2>Davis said one difference this time around is that unlike Clevver, Shared Media isn't a true garage startup. "We definitely have a much more elegant situation happening," Davis said. "We have air conditioning and snacks, which is always awesome." Still, the new company has not taken outside investment, remaining bootstrapped.And looking back, the pair said they would not join a Multi Channel Network (MCN), like Defy originally was, again."While having a large team can be great, sometimes having a smaller, more focused/dedicated group working together can be far more beneficial when it comes to following through with the original vision," Davis said. Fans can expect content on the Shared Channel to feel like an intimate hangout, yet look like a talk show. "We want [the content] to be free, but also want it to be premium and awesome," Davis said. "All of the things that a YouTube audience would want and maybe a brand would want, too. We totally understand how to create content for a large brand, premium content that, who knows, maybe you would even see on television or something like that."Clevver had a show in partnership with Go90, Verizon's ill-fated free mobile video service, <a href="https://www.businessinsider.com/verizon-discontinuing-go90-video-service-2018-6">which was discontinued in July 2018</a>, and Davis said they wouldn't be opposed to partnering with a similar streaming platform to help with larger scale content creation - but they aren't waiting around for it."I would say we are very excited to partner with companies in the future," Davis said. "Whether it makes sense for us to go out and find investors, or just partner with companies on content." Davis and Marston have worked with brands like Procter &amp; Gamble, Samsung, and Audible on their personal YouTube channels. They want to create similar partnerships at Shared Media, and plan to diversify revenue, whether that be through syndication partnerships or larger-scale opportunities to create content with a streaming platform. <h2>'Before things got a little too corporate'</h2>The <a href="https://www.youtube.com/channel/UC_uJjRfmBf9xmoIUt8CfmdQ">Shared Channel, which has 71,000 subscribers on YouTube,</a> launched June 14, and will produce content twice a week and have special guests on a recurring show, "Over Share," Marston said. "Over Share's" first guest is YouTube star Remi Cruz, <a href="https://www.youtube.com/user/MissRemiAshten">@MissRemiAshten on YouTube, who has over 2.5 million subscribers. </a>The second leg of Shared Media is the pop-culture news channel, Shared News, which launched June 7 and <a href="https://www.youtube.com/channel/UCGWULexa_6MMvDZ4d9ExXSw">has since gained 17,000 subscribers on YouTube.</a>"For Joslyn and I, it has always been much more about our dynamic as friends than the content itself," Marston said. "I think that being able to play into our relationship and get a little more into our personal lives too, and just kind of have fun and do what we want to do, will set it apart just because we are really calling all of the shots and doing what we want. We can come together and do stuff like we used to back in the day before things got a little too corporate."Marston and Davis also plan to introduce their audience to emerging creators and help them in business and production. "We are looking for people who are already passionate and dedicated about their content, but need that extra push," Davis said. <div class="margin-top"> <h3>NOW WATCH: <a href="https://www.businessinsider.com/stranger-things-season-3-trailer-details-you-missed-2019-6">11 details you may have missed in the final trailer for 'Stranger Things 3'</a></h3> <div> </div> </div>

Clevver's Joslyn Davis and Lily Marston talk about launching a new YouTube media startup after the implosion of Defy

<div type="image" title="influencer dashboard banner" height="151" width="1200" msid="77130024" hostid="261"></div>Hi, this is Amanda Perelli and welcome back to Influencer Dashboard, our weekly rundown on the influencer and creator economy. <a href="http://newsletter.businessinsider.com/join/influencerdashboard">Sign up for the newsletter here.</a>Before we get started, I'm hosting a digital event on Wednesday, August 5 at 11 a.m. ET on how <keyword id="1112328" type="PERSON" weightage="60" keywordseo="Influencers">influencers</keyword> are earning money in 2020. I will be speaking live with <keyword id="10879" type="CITY" weightage="60" keywordseo="YouTube">YouTube</keyword> creators Shelby Church, Ruby Asabor, and Katy Bellotte on the state of the influencer industry, how they built their online audiences, and how they've adapted their businesses during the pandemic. <a href="https://us02web.zoom.us/webinar/register/WN_OHmM3C5pThipaxIpfYu3yQ">Sign up here</a>.Alright, onto this week's rundown.My colleagues Ashley Rodriguez and Dan Whateley asked 11 top venture-capital investors which <keyword id="6354777" type="COMPANY" weightage="100" keywordseo="Media">media</keyword> startups they thought would thrive in 2020 amid the coronavirus pandemic — and why.They asked each VC to pick two companies, including one they weren't invested in.VC firms are eyeing startups that work on a variety of hot topics in media including livestreaming, short-form video, podcasting, and esports. Some creator-focused media examples included the video shout-out app Cameo and MSCHF, the brand behind YouTuber MrBeast's new viral app.<a href="https://www.businessinsider.com/venture-capitalists-pick-top-media-startups-to-watch-in-2020-7">Check out the full list of 19 media startups that VCs say are poised to take off in 2020, here</a>.<h2><a href="https://www.businessinsider.com/youtube-changes-rules-for-mid-roll-ads-allowing-shorter-videos-2020-7">YouTube will let shorter videos use mid-roll ads and creators are excited about a potential income boost</a></h2><div type="image" title="Jacques &quot;Kustoo&quot; Slade" height="716" width="954" msid="77129337" hostid="261"></div>YouTube is rolling out a new update at the end of July that will lower the minimum video length for mid-roll ads. The update will make videos longer than eight minutes eligible for mid-roll (middle of the video) ads. Previously, only videos longer than 10 minutes could include a mid-roll ad. This change could increase revenue for some creators who typically film shorter videos. I spoke with YouTube creators Jacques Slade (1.2 million subscribers) and Erika Kullberg (62,000 subscribers) on their reaction to the change and how this will impact their businesses."I'm personally happy because it's very hard for me to get my videos to the 10-minute mark for the most part," Kullberg said. "Whereas eight minutes is more doable for me. I think it's a good change for most creators and I like that you can opt out of it, too."<a href="https://www.businessinsider.com/youtube-changes-rules-for-mid-roll-ads-allowing-shorter-videos-2020-7">Read more about the change in rules, here</a>. <h2><a href="https://www.businessinsider.com/instagram-influencers-explain-using-expanded-shopping-features-2020-7">Instagram influencers can now directly tag and sell their own products </a></h2><div type="image" title="Instagram shopping" height="1382" width="1843" msid="77129341" hostid="261"></div><keyword id="819905" type="COMPANY" weightage="60" keywordseo="Instagram">Instagram</keyword> introduced a new set of eligibility requirements for Instagram Shopping that went into effect on July 9. My colleague Sydney Bradley spoke with Instagram influencers who tried out these features while they were in beta testing to see what they were like to use and what pain points still exist."This tool is definitely a time saver and offers a better linking experience for the creator, a better shopping experience for the users, and better conversion potential for the brand," said influencer Katie Sturino, who was part of the beta test of Shopping from Creators.But the limited amount of brands available to tag has frustrated some creators using these features, they said.<a href="https://www.businessinsider.com/instagram-influencers-explain-using-expanded-shopping-features-2020-7">Read more about what pain points creators say still exist, here</a>.<h2><a href="https://www.businessinsider.com/youtube-creator-with-200k-subscribers-average-salary-earnings-2020-7">How much a YouTuber with 250,000 subscribers makes from her videos</a></h2><div type="image" title="Maya Lee" height="1343" width="1790" msid="77129347" hostid="261"></div>This is the latest installment of <a href="https://www.businessinsider.com/category/youtube-money">Business Insider's YouTube money logs</a>, where creators break down how much they earn.When Maya Lee started her YouTube channel, she treated it like a side hustle and would film videos about her job as an elementary-school teacher. "You don't go into teaching for the salary; you go into it for other reasons," she told Business Insider. "And I knew that with living in LA I needed to do something else on the side." I spoke with Lee, who now has 258,000 subscribers on her YouTube channel where she posts productivity videos, like her popular 5 a.m. routine (which has 4.8 million views), along with vlogs about her daily life.Lee broke down how much money she makes from her YouTube business monthly – from brand sponsorships to Google ad revenue. <a href="https://www.businessinsider.com/youtube-creator-with-200k-subscribers-average-salary-earnings-2020-7">Check out the full breakdown, here</a>. <h2>What else happened on BI: </h2><ul><li>Dan is seeking nominations for a list of power players reshaping the music industry through <keyword id="6762469" type="UNKNOWN" weightage="60" keywordseo="TikTok">TikTok</keyword>. <a href="https://www.businessinsider.com/seeking-nominations-for-tiktok-power-players-shaping-the-music-industry-2020-7">Submit your ideas here</a>. </li><li><a href="https://www.businessinsider.com/virtual-influencers-like-lil-miquela-see-interest-increase-in-pandemic-2020-7">Brands are turning to virtual influencers:</a> Dan and Sydney wrote about how some brands are turning to computer-generated influencers who can be "anywhere" during a pandemic.</li><li><a href="https://www.businessinsider.com/youtube-creator-got-10-thousand-subscribers-focusing-on-niche-topic-2020-7">How a YouTube creator gained her first 10,000 subscribers</a>: I spoke with Maya Lee who said focusing on a niche topic helped jumpstart her channel.</li><li><a href="https://www.businessinsider.com/musicians-linkin-park-mike-shinda-make-money-on-twitch-2020-7">How musicians can use Twitch to earn money</a>: Sydney spoke with Mike Shinoda of Linkin Park, and Twitch's head of music, to learn more about how musicians are using the platform to make money.</li></ul><div type="image" title="Omaya Zein" height="1214" width="1618" msid="77129349" hostid="261"></div><h2>Ask an influencer: "What would you be doing if you weren't a digital creator?" </h2><ul><li><a href="https://www.youtube.com/user/macbby11">Alisha Marie (8.2 million YouTube subscribers</a>): "If I wasn't a YouTube creator I think I would still be working in the <keyword id="4578" type="COMPANY" weightage="60" keywordseo="entertainment">entertainment</keyword> industry, maybe something in production. I also really love teaching and have always had great relationships with teachers in my life, so I could also see myself doing that."</li><li><a href="https://www.youtube.com/user/MissRemiAshten">Remi Cruz (2.5 million subscribers</a>): "I would most likely be working in the food industry. I've always loved cooking shows and can definitely see myself working on the set of one. I've recently started showcasing my own cooking videos a lot more, so who knows, maybe I will have my own cooking show one day!"</li><li><a href="https://www.youtube.com/channel/UCyNwVl1ylbnvnW4hyyBXPxQ/videos">Omaya Zein (373,000 subscribers</a>): "As a plus-size influencer I have various conversations with men and women about fat bodies, confidence, size discrimination and mental health, which makes me wish I could be a psychiatrist or psychologist to continue helping those, who like me, deal with body issues that affect us emotionally and mentally."</li><li><a href="https://www.youtube.com/user/heyitsfeiii" target="_blank" rel="noopener">Hey it's Feiii (1.6 million subscribers)</a>: "I would be pursuing optometry with my human biology/science background. I have always valued my education and would love to challenge myself!"</li><li><a href="https://www.youtube.com/c/haleypham/featured">Haley Pham (2.3 million subscribers</a>): "I would probably become a real estate agent and try to build a brand similar to chip and Joanna Gaines with interior design books, flipping homes, etc!"</li></ul>Submit your questions about the influencer industry or for creators to aperelli@businessinsider.com. We'll answer your questions in an upcoming issue of Influencer Dashboard.<h2>Industry updates:</h2><ul><li>Digital Brand Architects signed Vlog Squad member Natalie Noel, TikTok star Anna O'Brien, historian and activist Blair Imani, and beauty entrepreneur Deepica Mutyala. </li><li>Morphe is <a href="https://www.allure.com/story/charli-dixie-damelio-morphe-2-interview">launching a new cosmetics line </a>with TikTok stars Charli and Dixie D'Amelio called Morphe 2.</li><li>TikTok star Addison Rae Easterling is the face of American Eagle's new back-to-school campaign, and she launched a podcast exclusive to Spotify with her mom Sheri.</li><li>Rapper Logic <a href="https://www.bbc.com/news/newsbeat-53483491">signed an exclusive deal with Twitch</a>.</li></ul><div type="image" title="Addison Rae" height="1150" width="1534" msid="77129352" hostid="261"></div><h2 id="this-week-on-insider's-digital-culture-desk:">This week from Insider's digital culture team: </h2><ul><li><a href="https://www.insider.com/griffin-johnson-tiktok-dixie-damelio-sway-gaming-la-2020-7">TikTok star Griffin Johnson explains why he's leaving Sway:</a> Hanna Lustig spoke with Johnson about leaving the TikTok collab house and his plans to jump into esports.</li><li><a href="https://www.insider.com/disney-reopening-world-coronavirus-walt-instagram-park-safety-2020-7">Some Disney influencers question park safety, others run back:</a> Margot Harris spoke with Disney-focused social-media creators on how they are approaching the park reopening and their concerns. </li><li><a href="https://www.insider.com/james-charles-says-onlyfans-sent-him-a-very-lucrative-offer-2020-7">James Charles says OnlyFans sent him a 'very lucrative offer'</a>: Kat Tenbarge wrote that Charles says the platform reached out to him via email with a "lucrative offer" to sell his nude photos on the platform. </li><li><a href="https://www.insider.com/what-animal-are-you-instagram-account-frogs-dogs-requests-meme-2020-7">"What animal are you?" Instagram accounts are taking over</a>: Palmer Haasch wrote about the popular accounts that match people's names to pictures of animals or other images. </li></ul><h2 id="here's-what-else-we're-reading:">Here's what else we're reading:</h2><ul><li><a href="https://www.charlotteagenda.com/225350/world-of-charlotte-tiktok/">8 TikTok creators that cover food and dance in Charlotte, NC</a>: Emma Way from Charlotte Agenda wrote about the influencers famous for posting about the city of Charlotte. </li><li><a href="https://www.vox.com/the-goods/2020/7/17/21328582/cameo-promotional-influencer-marketing">Cameo and the future of influencer marketing</a>: Rebecca Jennings from Vox wrote about the celebrity shout-out app Cameo and its rise in popularity since the coronavirus outbreak. </li></ul>Thanks for reading! Send me your tips, comments, or questions: aperelli@businessinsider.com.<h2 id="subscribe-to-the-newsletter-here."><a href="http://newsletter.businessinsider.com/join/influencerdashboard">Subscribe to the newsletter here</a>.</h2>

The media startups VCs say will take off in 2020

<ul class="summary-list"><li>17-year-old <keyword id="502099" type="PERSON" weightage="60" keywordseo="Antonio-Garza">Antonio Garza</keyword> represents a new generation of <keyword id="10879" type="CITY" weightage="60" keywordseo="YouTube">YouTube</keyword> star, one who grew up knowing "it's every teenager's dream to become a YouTuber," she told Insider.</li><li>Inspired by her own short attention span and those of TikTok (formerly Musical.ly) users who engage with content on a second-by-second basis, Garza aimed to make videos that couldn't be boring.</li><li>With Garza's makeup "get ready with me" videos, she developed a frenetic, fast-paced editing <keyword id="7" type="CITY" weightage="60" keywordseo="style">style</keyword> that – in her own words – "blew me up." In two years, Garza has accrued more than 3.5 million subscribers. </li><li>The increasingly hyperactive editing style has since been embraced by the same <keyword id="860150" type="PERSON" weightage="60" keywordseo="YouTubers">YouTubers</keyword> who inspired Garza in the first place, including Emma Chamberlain, James Charles, and Tana Mongeau. </li><li><a href="https://www.insider.com/?hprecirc-bullet">Visit Insider's homepage for more stories</a>.</li></ul>The first time Antonio Garza was ever recognized in public, she was 15-years-old at a Dunkin Donuts "in the middle of nowhere" with her family. A few months prior, she had posted a "Valantines [sic] heart cut crease makeup look" video to YouTube, and the high school freshman had already begun to attract a fan following. "People might not know this about me, but prior to YouTube I wasn't a really outgoing person at all, so when people started to recognize me it was like 'Woah, this is weird,'" Garza, now 17, told Insider over the phone from her childhood home in Austin, Texas, where she still lives with her parents and siblings. "I remember I was at the mall with my friends no later than six months after I started my channel, and I was getting recognized at like every store I went to. That was just mind boggling to me. It was so, so weird. It can be an overwhelming feeling, but it's really satisfying, and it's special to me to meet people who saw what I was doing online."Two years after posting that first video, shot in her bedroom at home like most of her content, Garza has accrued nearly 3.7 million YouTube subscribers, with additional millions of followers on Instagram, Twitter, and TikTok. She represents a new generation of famous teenage social media stars, having grown up in an era when "it's every teenager's dream to become a YouTuber.""In my perfect world I would have been a YouTuber, but it wasn't something I thought was going to happen," Garza said. "When it kind of all happened, I couldn't wrap my mind around the fact that people were watching my videos [...] I really just did it because I found it fun, and it was a creative outlet that I really needed at the time."<h2>Most of Garza's videos revolve around makeup, whether she's getting ready for school or making herself look like the cowboy emoji (), but the star of her videos is her editing.</h2>Garza grew up watching what many YouTube consumers consider second generation stars – people like James Charles and Emma Chamberlain, who are just a few years older than her. The first ever videos she edited on iMovie as a tween were makeup product reviews and tutorials, inspired by classic <keyword id="6354629" type="UNKNOWN" weightage="60" keywordseo="beauty">beauty</keyword> YouTubers like Nikkie Tutorials. But Garza said her signature fast-paced editing style was provoked by her own boredom watching the long introductions that became standard on the industry once audiences began treating YouTube videos like continuous, personality-driven shows, as opposed to occasional viral moments. "I knew, like, if that's my problem with YouTube videos, I should then solve that problem in my own videos," Garza said. "I don't want anyone to be bored for even like five seconds during my videos. I feel like the best way to do that is with my editing. So I just kind of played around with it at first and it blew me up, kind of. It's really what helped me develop my own sense of identity on the internet."Garza wasn't the first YouTuber to experiment with a frenetic editing style, characterized by quick zooms, startling sound effects, and sarcastic commentary and self-referential memes added in throughout the editing process. Each second involves a new surprise, even if the onscreen action is just Garza frowning at her own reflection while sitting in <a href="https://www.youtube.com/watch?v=9KVRA03RGYI">the Tesla she bought</a> at age 16 with her YouTube earnings.Her sense of humor also appeals to her Gen Z YouTube audience, and it carries over to her conversational tone, too. She's candid, witty, and interjects a self-deprecating comment into most of her answers."What I go through editing my videos, it's a whole moment. It's a process. I go through so much mental trauma editing videos," Garza said, quickly adding that it's not actually traumatic to edit YouTube videos. "I'm just so critical of the jokes I make and I'm so critical of making sure every edit that I do is actually pretty strategic."Like Chamberlain, who Garza cites as a primary influence, this video-editing process <a href="https://www.nytimes.com/2019/07/09/style/emma-chamberlain-youtube.html">has redefined humor</a> on the internet, or at least on YouTube. Comment sections sometimes criticize people like Chamberlain and Charles for appropriating elements of Garza's style, but the need to satisfy short attentions spans has been capitulated to by a wide range of channels across the platform – in terms of her own influence, Garza says she won't take singular credit, but "I'm assuming that if I didn't do it, I don't know if it would be a thing."The payoff from the hyperactive editing can be huge – other YouTubers who have collaborated with Garza, like Tana Mongeau, have commented dryly on how "rich" she is off just her AdSense earnings from ads on YouTube. But it's also a full-time job, and Garza says it takes her around 40 hours to edit a 25-minute video. "It takes so long and it's really draining and it's just hard to do something for that long, no matter what it is, for 40 hours. You can't sit and play piano for 40 hours," Garza told Insider. Many YouTubers, including Mongeau and Charles, pay video editors to at least help with the workload. But Garza prefers to do it herself. "It would make my content flow so much more consistent, which would be so nice, but I just don't think I could do it," she said. "But maybe one day if my content shifts or changes, I could try it out. I'm pretty happy doing it myself – well, I'm not happy. I'm happy with the content I make right now." Between editing YouTube videos, filming content, planning and coming up with new ideas, and maintaining active profiles across platforms, Garza has more work than many full-time adults do at their jobs. She's also still enrolled in online high school classes, and while she says a lot of hate comments ask why she produces so little content or too much similar content, Garza is balancing two full-time responsibilities at once. "It was a really big shock at first when I left school, it gave me a lot of stress," she told Insider. "When you grow up and you're thinking or being told that you have to finish high school, at least, and maybe go to college and that's the path your life is going in – and then like you just leave and start doing a whole other thing, it's really crazy. It's also difficult leaving that environment so suddenly, because I really wasn't expecting to leave school so soon."<h2>Unlike some of her beauty YouTube peers, Garza has chosen to stay out of drama and live in Texas with her family, rather than LA.</h2>For many of the second generation YouTubers that inspired Garza, moving from your hometown where you started filming YouTube videos in your bedroom to a big kid apartment (or, if you're lucky, million-dollar mansion) in Los Angeles was a familiar pilgrimage. Most of the YouTube and influencer industry is based in LA, along with other famous faces to collaborate, and get in drama, with, which the beauty community <a href="https://www.insider.com/why-beauty-youtube-is-full-of-drama-and-scandals-2019-5">is known for</a>. But Garza has stayed in Texas with her family – mostly because of her young age, she says. Like other young influencers including <a href="https://www.insider.com/charli-d-amelio-bio-how-old-tiktok-famous-renegade-super-bowl-2020">TikTok royalty Charli D'Amelio</a>, Garza often spends a few weeks at a time in LA before commuting back home, but she's been self-isolating with her family during quarantine. "I feel like moving out at 16 or right when I turned 17, that would have been pretty spooky for me, especially since I hadn't even finished school yet, technically, and I also just want to be with my family right now," she said. "I feel like staying home and staying where I grew up, it's kept me kind of grounded and in the right mindset."Her YouTube ascension was rapid, but perhaps could have been boosted even further with high-profile collaborations. Garza has done a handful of videos with other YouTubers and TikTok stars – notably the TikToker Larray, who is currently part of the TikTok collective the Hype House, and Charles (the two do not follow each other anymore)."I don't really talk to almost anyone who is in the beauty community anymore because I have just had, like, just a few negative experiences," Garza said. "The community as a whole at least used to be really, really negative. There was a lot of weird competition and just a weird vibe, I would say."While major scandals have repeatedly rocked the beauty community, causing major subscriber gains and losses in the process, Garza has stuck to the sidelines for the past few years. Her content is more humor-driven than it is makeup-driven, anyways – another genre-defying new YouTube trend among the third wave of creators on the platform. "I don't even really try my best, I just don't involve myself in it at all," she told Insider. "I never relied on it as part of my brand [...] Getting in drama is part of what can really grow you. And for me, I just never really relied on that, and so I just kind of stay out of it and stay in my own lane, for the most part. It's never failed me."<ul class="read-more-links"><li>Read more:</li><li><a href="https://www.insider.com/youtuber-tana-mongeau-interview-paris-hilton-gen-z-playlist-live-2020-3">YouTuber Tana Mongeau is Gen Z's Paris Hilton, redefining tabloid stardom for today's teens</a></li><li><a href="https://www.insider.com/alisha-marie-and-remi-cruz-interview-pretty-basic-podcast-2020-4">Lifestyle influencer legends Alisha Marie McDonal and Remi Cruz discuss quarantine content making, from poolside Coachella shoots to closet podcast recording</a></li><li><a href="https://www.insider.com/tyler-oakley-instagram-interview-get-fit-workouts-at-home-exercises-2020-4">YouTube royalty Tyler Oakley says reality TV took him in a completely new direction, leading to a body transformation and a new IGTV show</a></li><li><a href="https://www.insider.com/ksi-new-rap-music-poppin-youtuber-boxing-jake-logan-paul-2020-4">KSI conquered YouTube and boxing. Now, he wants to break the mold of 'YouTuber music,' and blow 'trash' musicians like the Paul brothers out of the water.</a></li></ul>Read the original article on <a href="https://www.insider.com/antonio-garza-beauty-youtube-drama-editing-age-school-tiktok-interview-2020-5">Insider</a>

How teen YouTube sensation Antonio Garza is remixing beauty YouTube for Gen Z, using editing techniques that take 40 hours per video and avoiding drama

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