Fall 2021: YouTube And Beyond

It goes without saying that many within the creator economy got their start on YouTube before broadening their talent to other outlets. Thus, we’d be remiss not to include the mega social site turned second-largest global search engine when discussing and identifying key opportunities within digital marketing. As members of the platform’s 2B+ monthly users, DBA influencers have truly managed to set themselves apart — tapping into sizable audiences who crave the viral content each are known to produce. 

This month, DBA examined our list of top 10 YouTube creators by following in addition to featuring those whose unique video series continue to draw attention both on and offline. With short-form video on the rise, primarily through Gen-Z driven TikTok, not to mention Instagram, adopting a multi-platform approach towards reaching consumers is arguably more important now than ever. Keep reading and click into the prompts below to see how DBA has led the industry in video and continues to forecast what’s next.

Top 10 YouTube Following

As of October 15, the following influencers rank in DBA’s top 10 for their ability to reach and maintaining impressively high follower counts in the multi-millions on YouTube.

Recent Partnerships & Launches

Jazzmyne Robbins x Target

Jazzmyne Robbins recently co-hosted an hour-long Target Livestream shopping experience on YouTube, covering Fall’s new favorite trends as well as how to overcome fashion fears and find empowerment in your personal style. To date, nearly 70k subscribers have clicked to watch.

Jessica Woo
x Top Chef Family Style

Since starting her TikTok account, internet sensation Jessica Woo has amassed a massive following of 5M followers and counting. There, she’s known to delight fans with short clips of her making Bento box lunches for her three children. Now, Jessica’s digital talent has transcended onto the big screen, with her making TV appearances on shows including a recent episode of Top Chef Family Style.

Brad Goreski
x Canada's Drag Race

Brad Goreski has been named as a judge on season two of Canada’s Drag Race on Crave TV. Based on the American series RuPaul’s Drag Race, the Canadian edition features a cast of drag queens who compete for $100,000 among other prizes.

Amelie Zilber & Zahra
x Facebook Live

Debuting on October 21, Amelie Zilber alongside fellow DBA client Zahra will host a new, 11-week Facebook Live show aimed at inspiring Gen-Zers to know their world. Each episode features special guests who help the duo dive deeper into important topics ranging from mental health to environmental sustainability.

Mikayla Noguiera

Longtime partner NARS teamed up with Mikayla Noguiera to launch the brand’s Masters series, which includes creators who’ve been tapped to showcase their skills during an in-depth makeup tutorial. For Mikayla’s video, she focused on the NARS Soft Matte collection as a nod to her first viral TikTok video.

Aimee Song x 7 for All Mankind

Aimee Song recently partnered with 7 for All Mankind in promotion of the brand’s wide variety of denim. With only 1 in-feed post and 3 IGS frames, Aimee managed to garner over $10k in sales and over 524k impressions, showcasing her proven ability to leverage her style expertise and drive momentum.

The Home Edit x BEHR

Rounding out the final leg of designing The Home Edit House, Clea and Joanna teamed up with BEHR and found the perfect interior paint shades to turn their project into a home for shooting content, holding team meetings and celebrating the duo’s “gold star” moments.

The Skinny Confidential
x Canopy Humidifier

Lauryn Bosstick of The Skinny Confidential alongside Canopy created the humidifier of all humidifiers. This limited-edition TSC collection item came recommended by top dermatologists due to its remarkable technology, launched as the easiest, cleanest product on the market and sold out in its first week before being restocked.

Nzinga Young
x Anastasia Beverly Hills

Nzinga Young partnered with Anastasia Beverly Hills to highlight the brand’s new vegan and cruelty-free Magic Touch Concealer. As a proud vegan creator highly revered by her audience for sharing key information, Nzinga’s campaign explained confusing terminology all while showcasing how easy it is to shop ABH with confidence. To date, her IG Reel has received over 290k views and boasts a 9.24% engagement rate.

Industry News

DBA x Allure "Best of Beauty"

This year marks the 25th anniversary of Allure’s “Best of Beauty” awards. Announced as winners, clients Deepica Mutyala (Live Tinted), Patrick Starrr (ONE/SIZE), Camila Coelho (Elaluz), Marianna Hewitt and Lauren Gores Ireland (Summer Fridays) took home a total of four accolades for their innovations across makeup and skin care.

DBA x #Creator25 List

“The COVID-19 pandemic found more people living life online than ever before, forever changing how we watch, listen, and generally consume content. As other industries strained, the creator economy blossomed,” writes Fortune Magazine. In recognition, the publication’s new #Creator25 list honors those including DBA talent Kristin and Deena (@biglittlefeelings) and Manny Gutierrez (@mannymua733) who are charting unique territory in the world of social media and are monetizing their platforms in an interesting way.

Yasmin Maya x TODAY Show

Yasmin Maya of @beautyybird spoke with the TODAY Show’s Jill Martin, sharing her inspiring journey from YouTube to becoming the founder of Birdy Lashes in an exclusive interview.

DBA x Business of Fashion

Is TikTok taking over? That’s the question posed in Business of Fashion’s recent article covering Fashion Week influencers, where DBA Partner and Executive Vice President of Talent Vanessa Flaherty shared her expert insights — explaining why this season’s front rows across shows might look different compared to years past given TikTok’s meteoric rise in popularity among Gen Z talent.

DBA x Ulta Beauty & MUSE 100

Ulta Beauty recently introduced its MUSE 100 list, which honors 100 inspirational Black voices making beauty in our world possible. DBA’s own SVP of Special Projects Ernest “EJ” James is among those included as well as clients Gabi Fresh and Kellie Brown.

Chloe Mitchell x Ad Age

Ad Age recently published a list of “10 NCAA Athletes Brands Should Partner with in NIL Era,” including client Chloe Mitchell This list not only takes into consideration influencer potential like follower count, engagement rates and quality of content, but also athletes who have interests beyond sports and those who let their audience get to know them as everyday people.

TikTok Updates

Amelie was selected to be the host of Amazon Prime Student’s “Student Appreciation” series on TikTok. This series takes place September through October and involves talent offering life advice to fellow college students while highlighting the Amazon Prime Student Membership’s many benefits.

Ebony & Denise of Team2Moms, Mikayla Noguiera, Robert Lucas of The Sweet Impact, Jessica Woo and Keara Wilson were named to “The Discover List” — TikTok’s inaugural celebration of creators who are changing the game in their respective lanes and are the driving force behind culture, both on and off the platform.

Veuve Clicquot
Polo Classic

On October 2, numerous DBA clients — including Aimee Song and Yummertime — were spotted dressed to impress during the star-studded Veuve Clicquot Polo Classic event held at Will Rogers Historic State Park in the Pacific Palisades.

Recent Events

On September 30, DBA hosted a beach-side “end of summer” event, inviting team members at TikTok to connect offline and join in the festivities. As many already know, the rise of TikTok has completely changed the digital economy. From the fandom, the engagement of the audiences, as well as the monetization, the rise of this platform has catapulted growth in every aspect of the business.

“Creators have been given the freedom to focus on content that is more organic and gives audiences a better look at who these creators are on an individual level. It has created the space for more community in niche categories, and it has challenged brands to let loose on the reins of content and allowing the creators to engage with their communities that translates better for all parties,” DBA Director of Talent Kirstin Enlow says.

Given the organic nature of the platform that allows for this creativity to flourish, we’ve seen a huge shift in where the industry dollars are being spent, and with the constant success coming out of these collaborations, the opportunities will only continue to grow at an accelerated pace. And as for the creators that are doing it well, we will continue to see a rise in their overall fandom, their engagement, their monetization, as well as the future opportunities in the traditional media and entertainment landscape.

Dear Media:
New Shows & Highlights

She Did That with Renae Bluitt

On the heels of the “She Did That” documentary’s wildly successful Netflix release, filmmaker and storyteller Renae Bluitt’s passion for digging deep into the impactful journeys of Black women entrepreneurs continues with the “She Did That” podcast. Each episode offers you front row access to brilliant women who are forging their own paths, finding financial freedom and harnessing their passions to create more meaningful and fulfilling lives.

The Fertile Life
with Dr. Shahin Ghadir

World renowned fertility expert, Dr. Shahin Ghadir, has helped thousands of people start a family. In The Fertile Life, he interviews guests about their paths to parenthood and dives into discussions around how the road to becoming a parent differs for all. Through insightful conversation, he hopes to create a guide for listeners in all stages of life, as well as break stigmas often associated with fertility.

Get The F*** Out of the Sun
with Lauryn Bosstick

In this new, sparkly limited series podcast, “GET THE F**K OUT THE SUN,” Lauryn Bosstick sits down with some of the top experts in the industry to go deeper into all things beauty and wellness. Taboo conversations, no holds barred topics, and of course, lots of realness…all served to you on a pink platter.

Dear Doula with Brandi Jordan

What if parenting could evoke a sense of calm, joy, and connection? Brandi Jordan, baby and parenting expert, not only believes that it can, but that it should with the right mix of empathy and grace! What if you had a village that was available for weekly support, advice, inspiration, and practical tips to make this parenting journey not only easier, but enjoyable? Grab a cup of tea and join Brandi as she dives into deep conversations that will help you to rediscover your intuition, joy, and sense of calm, along with interesting guests to give you the parenting village that you always knew you needed.

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