According to a German study, 96.5 percent of YouTubers don't make enough annual ad revenue to reach the US federal poverty line.
Of course there are some astonishing success stories. Gaming stars DanTDM, VanossGaming and Mark Fischbach all make millions every year for their efforts. So does Kayla Itsines’ Bikini Body Guide. Celebrities such as Selena Gomez and Kylie Jenner also top the rankings.
But these are outliers. The business of influencing, as Arabian Business has previously reported, is maturing into an industry like any other, where normal rules apply. There are regulations over the transparency of sponsored posts. In the UAE, influencers must now have visas and trade licenses.
To be clear, brands still seek influencers who have an engaged audience, genuine expertise and a unique perspective on their subject. And there are others, such as Huda Kattan, who redefine the parameters of what is achievable in the industry. Her TV series, Huda Boss, attracted millions on Facebook Watch. Ranked Number 37 on Forbes’s America’s Richest Self-Made Women list, Kattan is worth $500m, and has a fan base of 27 million Instagram followers and 2.5 million YouTube subscribers.
In this edition of Inside AB, Jeremy Lawrence and Lubna Hamdan look at how Kattan has achieved these numbers because she is very good at her job – namely, instructing people how best to enhance their appearance – and has built a business around this talent, which has taken dedication and astute decision making.
Huda Kattan shows that it is possible to achieve success with a phone and a social media account. But it takes much more than these basic tools to build a sustainable business of any substance.
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(Source: Arabianbusiness.com YouTube channel)