Vloggers, or YouTubers, are the authentic link to young people, with many shunning traditional media outlets for a new army of content producers that speak to them more intimately. Naturally, brands have been desprate to infiltrate the inner circle and create an authentic conversation of their own.
Speaking at Summer in the City, TomSka says, "If you're a brand and you're trying to work with YouTubers, don't just try and hammer in a slogan or something. Work with them. They know their audience, more likely or not, better than you do."