Buyers Underestimate Social Media Influencers’ Reach and Devoted Audiences


While buyers understand the overall reach and volume of content available on social video platforms like YouTube, they may under appreciate the reach available via individual social media influencers, as well as the devotion of their audiences says Denis Crushell, managing director, international at Tubular Labs. Tubular Labs’ data shows that in the top influencers’ audiences spend an average of two hours a month watching their content, but advertisers are still unsure whether they want to advertise around that content, despite the hard-to-reach audiences it gives access to. In this interview, Crushell also discusses traditional media companies’ success with the social platforms, and Tubular’s efforts to introduce new standards into social video. Filmed at New Video Frontiers 2019 in London.


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