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500,000 subscribers described paid-for placements as a necessary source of finance.” (Gerhards, 2015). As I have wrote previously, at the beginning YT was an ad-free web platform with amateur videos. Therefore, this website did not really represent a point of interest for marketers. Everything changed after it was purchased by Google, once it started a process of changing platform into a profitable one. They launched pre-roll ads, created a partnership program to motivate creators to make more professional videos, to raise the quality of videos from amateur ones to professional, all to make the website more attractive for the advertisers. The era of PP began in 2009, when the phenomenon of YT stars was established (Gerhards, 2015). 2009 was the year when for the first time a YT channel has reached one million subscribers. It was a channel named Fred created by Lucas Cruikshank (Gutelle, 2014). Nowadays at YT, there are thousands of channels with such number of subscribers. According to Gutelle in 2014, “there are 871 YouTube channels with at least one million subscribers” (Gutelle, 2014). But in 2009, it was a breakthrough. It was a defining moment, when marketers realized the potential and influence of these “self-made stars”. “Because of their amateur origin, YouTube creators were considered to be particularly credible. From the perspective of marketers, this made them outstanding advocates of brands. Yet, YouTube stars are not just popular, they are genuinely influential persons for their not just young fans” (Gerhards, 2015). These newborn celebrities received a name “influencers” and a new marketing strategy linked with them – influencer marketing. I will return to the theme of influencer marketing in the typology of PP with an example of the incredibly successful influencer marketing. Influencers – internet stars that became famous and built their business using social medias: Instagram, Facebook, Twitter, YouTube, Twitch etc. They are called “influencers” because of their huge impact that they have thanks to millions of people following them. An influencer can be for example a food photographer on Instagram, a gamer on Twitch or a life-style blogger on YouTube. 27PDF Image | Youtube a new era of TV
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