YouTube stars coming to the fore in branded content

In an article for Marketing Week, Philip Hughes discusses how brands working with video stars are now benefiting from the lack of focus from regulators in the vlogger and user-generated content areas.

Philip goes on to discuss how this form of branded content is so powerful because it doesn't look like advertising and is distributed to the talent's own existing audience, something which may concern regulators as the market develops.

You can read Philip's comments in full on the Marketing Week website here.