Digital influencers are squeezing out brands, according to a new analysis.
U.K. beauty vloggers overwhelmingly own first-page visibility for brand and non-brand search results on YouTube, while U.S. vloggers own 67% of first-page search results for brand terms, according to a new report from L2.
In France, meanwhile, brands possess a tiny audience compared to vloggers.
Brands have noticed, in some cases partnering with key digital influencers to improve their positioning in online searches.
"For example," L2 notes, "Clean & Clear has partnered with vlogger channels that garner 60x the views of the brand channel for identical videos."