Many cosmetic companies take advantage of the popular YouTube beauty “gurus” and send them products to test and review on their channels. This is immensely successful, and a great way to get your company’s name out there. What if magazines did the same?
I have seen a few YouTube videos where girls have said “Oh! I’m in Glamour this month!” and then shown a sneak peek of the specific page they are featured on….this is sort of what I am getting at here. We trust our friends, and we all know that milennials trust strangers online like we would our friends. So if your friend was in a popular magazine and she said you should buy it… would you? Probably.
“The magazine medium’s essential strength lies in the active way in which readers choose and use their magazines. Magazines are an active medium, with the reader in control.”
First of all, purchasing the magazine is a simple way to show your support of that featured individual.
Second of all, you purchased the magazine (the goal of Glamour, etc.).
By allowing the featured individual to tease the magazine online to their audience, you have connected the two, without the consumer even thinking about it. Featuring fabulous celebrities sort of does the same thing, but I think the difference is that people see the YouTube gurus as “real” and “genuine”, unlike some celebs.
For example, Michelle Phan (read about her here), an extremely successful YouTuber who has been featured by multiple magazines, “still manages her own community communication, reviewing and replying to YouTube and Instagram comments, Facebook posts and tweets herself. ‘No one does it better than me because I’ve known them for six years,’ says Phan.” The little things, like keeping true to yourself, have created a brand for Phan. I truly believe that readers of magazines want to see these types of individuals featured, and that this can be a strong, driving force in their purchase decision.