How The Pandemic Stoked a Backlash to Multilevel Marketing

For decades, multilevel-marketing companies had it easy. Cutco knives, Tupperware containers, and Pampered Chef bread mixes were inoffensive products sold at weeknight wine parties and, later, in themed Facebook groups. For the most part, they were an unremarkable part of women’s lives.

Multilevel marketing—a form of direct selling in which a major chunk of a person’s income comes not from the sales they make themselves but from the sales made by people they recruit into the company—was often regarded as exploitative by consumer advocates, but it rarely encountered a serious threat.

During the pandemic, distributors for many MLM companies have used this lack of pushback to their advantage: On Instagram and Facebook, women have tried to persuade their followers to use their stimulus checks to join a company that sells shampoo or weight-loss products. They have used economic collapse as a recruitment tool, offering MLMs as the solution to lost income and increased precarity.

The same social networks that multilevel-marketing distributors are called upon to exploit—their friends, their family, their followers, their “mutuals”—are now the social networks through which women are pushing out a completely different message.

(Though men participate in multilevel marketing as well, they do so in much smaller numbers.) On Reddit, Facebook, YouTube, and TikTok, a huge community has coalesced around the anti-MLM sentiment, bringing together disenchanted former salespeople, curious independent researchers, and thousands of women who are just tired of getting Facebook messages about selling essential oils.

#AntiMLM is still diffuse and disorganized, but its rise poses an existential threat to multilevel-marketing companies that rely on the constant recruitment of new participants. And its newfound popularity is already presenting challenges for the community, which critiques capitalism on commercial platforms: If criticizing multilevel marketing is a good way to get views and followers and personal attention, how long will it be before that becomes the reason to criticize multilevel marketing?

On the Reddit forum r/antiMLM, members mock the industry all day long, referring to distributors as “hunbots” who lead off every conversation with a faux-warm “Hey, hun.” There is plenty of anger and caustic humor, but the community is tightly checked by moderators who insist that all screenshots have names and identifying information obscured.

Self-promotion of any kind is entirely forbidden, as is commentary on the quality of MLM products, good or bad. Shaming victims is out of bounds, and nobody is painted as a dupe: “If the post does not highlight a core problem with the MLM business model, it does not belong here,” the rules warn.

The moderators restrict discussions that take away from the mission of the subreddit—to map out and dissect MLMs—and encourage conversation about the system over anecdotes about low-level bad actors. The first major gathering place for people who shared the anti-MLM sentiment, the forum was started in 2011, but had only 2,000 members before suddenly taking off in August 2017.

Now it has more than 680,000 members and serves as the hub for a growing, informed discontent. Rainbow, the TikTok creator, refers to the Reddit community as the “OG anti-MLMers,” and calls it “the heart of the movement,” responsible for most of the significant work.

On Reddit, users hit the same points over and over, often explaining them from the top for newcomers who want a second opinion on what looks like a great opportunity: As a multilevel-marketing company gets bigger, the opportunities for the people who came in most recently get smaller and smaller, and many end up going into debt by buying their own products to keep their sales ranking. Others will recruit and recruit on social media, desperate to fill in their “downline” with new sellers. The industry is known for releasing very little information about the money its independent distributors make or lose, but the information that does come out is incredibly bleak.

From Reddit, the anti-MLM internet took off. At first, a handful of YouTubers in the beauty-vlogging space pivoted to testimonials about their experiences with multilevel-marketing companies. After the collapse of the leggings MLM LulaRoe in 2017, which came as thousands of sellers gave up on the business model, “Why I Left LulaRoe” became a standard video format on YouTube in the months that followed. Soon, creators who had never been part of an MLM felt compelled to research them anyway, with many diving into r/antiMLM for insight. By 2020, YouTube had a whole anti-MLM creator community, led by massively popular personalities who received tens or hundreds of thousands of views on videos pulling apart the mythology of beauty-product companies such as Arbonne and Monat, or listening in on team calls for weight-loss giants such as Beachbody.

Josie Naikoi, a 34-year-old anti-MLM YouTuber from Missouri, told me that when she left the MLM world, she was diagnosed with depression, and spent a year saying nothing publicly about her experience. “I was really struggling mentally and emotionally with what I witnessed in the industry,” she said. “Who was I to complain? I made money when so many people didn’t.” But the pandemic contributed to her visceral feeling that people were being scammed. Then, in April, the Federal Trade Commission sent warning letters to 10 multilevel-marketing companies that were openly exploiting the pandemic to make sales and recruit new distributors, and Naikoi made her first video about her experience a few weeks later. The 35-minute video, “WHY I QUIT THE MLM INDUSTRY AT THE TOP,” is now the third-most-popular anti-MLM video on YouTube, with more than 640,000 views.

Naikoi feels confident that the anti-MLM community has these companies scared—back when she was a seller, she remembers, administrators in private MLM Facebook groups deleted links to anti-MLM YouTube videos as soon as they were shared and chided whoever posted them for “negativity.” In newer anti-MLM spaces on Instagram, Facebook, and TikTok, people discuss pushing for regulation, legislation, or class-action lawsuits. Since TikTok banned MLM recruiting on its platform in December, creators have mentioned that other social-media companies might take similar action.

There is little information about the size of the multilevel-marketing industry, which is just one form of direct selling—but it is undeniably a large presence in Americans’ lives. Direct selling more broadly is—according to its trade association—a $35 billion industry in the United States, involving more than 6.8 million active sellers. But there is some evidence that the industry is struggling to recruit new participants, which Naikoi noted as tentative proof that viral videos and massive comment threads may be working. The industry needed charming influencers and exciting social-media messaging to keep it growing, and now those things are being weaponized against it.

While the Reddit anti-MLM community is rigidly anti-commercial, the other platforms where #AntiMLM is spreading were built to inspire self-promotion and sales.

In “Sounds like mlm but okay,” the most popular anti-MLM Facebook group, with 67,000 members, enthusiasts can buy anti-MLM merchandise, including a coffee mug with pink flowers and the message Your MLM sucks and so do you in curly script. YouTubers, many of whom have pivoted from other types of content and see greater success with anti-MLM content, also tend to offer lines of hoodies and T-shirts with anti-MLM slogans in bright bubble letters, or stickers declaring the buyer a member of the “Anti-MLM Club.”

Setting aside the silliness of mugs with rude slogans, the incentive structures of YouTube, which at the moment seem to be rewarding anti-MLM content, have complicated the community’s self-perception. Videos that go viral often have dramatic, clickbait titles about “SHOCKING HORROR STORIES” and “CULTY” overheard phone calls. These clips make money from ads, and extremely popular creators can even ask for membership fees from subscribers. There is regular talk of “drama” and in-fighting among these YouTubers, and reaction video after reaction video whenever spats play out in public.

That’s led to broader conflict and meta-arguments about whether profit is appropriate: Naikoi said that it’s not usually a problem for YouTubers to offer merch or monetize their followings with ads—making high-quality videos takes money. She feels that most creators are doing this for the right reasons and putting in a ton of work. But in the Reddit forum, the relatively small circle of popular anti-MLM YouTubers is discussed as a distraction from the anti-MLM mission; they are the flashy faces of a movement that is really made up of “hundreds of thousands of people who share their stories,” in the words of one r/antiMLM commenter.

And the YouTube community does appear to get easily derailed by arguments over who is getting paid for what, and what their motivations are for participating. Earlier this month, for instance, the anti-MLM YouTuber Kimbyrleigha denounced the community and joined Monat, one of the companies that the anti-MLM community hates most. On Instagram, she apologized for “showcasing [Monat] in a negative way” and vowed to work as a distributor at least until she could pay the company back the $6,541.86 she made off her YouTube videos. “I felt like I was in a cult when I was in [the anti-MLM] community,” she told me. “They are full of hatred.”

That move inspired plenty of reaction videos, and it briefly shook anti-MLM YouTube into chaos. (Kimbyrleigha sent me screenshots of YouTube comments calling her a “snake” and a “charlatan.”) Kimbyrleigha “is confused and she misled her audience and left a stain on the anti-MLM community and it’s sad,” Naikoi told me. “One day she’ll recognize that she too became a victim.” Kimbyrleigha refuted this, and said she doesn’t see anything wrong with trying out a YouTube trend and then moving on.

Opportunism is a common pitfall for social movements large and small, but particularly for those that happen online and rely on platforms that reward individuals for bogarting attention. This doesn’t necessarily mean that #AntiMLM is doomed. Rather, it could be a sign that the community is on the way to figuring out a more coherent self-image. Megan Sawey, a graduate student at Cornell who is writing her dissertation on the anti-MLM boom, told me that the community is “a huge phenomenon,” but one that’s still far too young to define.

A large group of mostly women is pushing back against an industry that has targeted them for years. Is it a movement? Or is it a collection of individuals expressing dissent, and sometimes leveraging that frustration into a personal brand? It seems to want to be the former, even though platforms encourage a slide into the latter.

Kaitlyn Tiffany is a staff writer at The Atlantic, where she covers technology.

Source: Multilevel Marketing and the Rise of ‘Anti-MLM’ YouTube – The Atlantic

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How To Generate A Regular Income Direct From YouTube Without Creating Any Of Your Own Videos

Fortunes have been made using ‘Other People’s Money’ and now there’s a smart way to make money from other people’s videos on YouTube with just 30 minute weekly updates generating monthly payments from YouTube, wired directly to your bank account – STARTING TODAY!..And here’s just a tiny peek at the amazing insider secrets I’m going to share with you in carefully paced, bite-sized video tutorials, covering everything you need for YouTube success

  • How to access between five and 25 MILLION YouTube videos for free (no copyright problems and nothing to pay – ever! ).
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  • Clever ways to repurpose these videos for your own use – yes, it’s completely legal and entirely within YouTube’s TOS (they even provide a built-in video editor).
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  • The awesome power of the YouTube editing suite (plus the little known trick to have YouTube make videos for you, using your own still photos).
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  • Reverse engineering one of my top ranking videos. Watch over my shoulder as I show you the various reasons why this video is ranked so high, having already received 543,271 views and counting.
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And to help you claim your share of this bonanza, we’ve created a simple program so you can look over my shoulder and see exactly how I initially set up my YouTube channel to achieve maximum views and engagement and how roughly 30 minutes a week is all it takes to make serious cash from youtube and soon you can start making money from youtube just like me and hundreds of our members who have signed up and is now making thousands of dollars each month on youtube.

Uncovering The True Value Of Influencer Marketing On YouTube

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It’s Friday night and your epic evening includes the couch and a YouTube video, where your favorite influencer mentions a new food-delivery app. Ten minutes later, you download the app and order food but don’t use the special URL or promo code. Historically, marketers would be unable to attribute your purchase to the video you just watched because you behaved in an “immeasurable” way outside the bounds of last-touch attribution metrics.

For too long, YouTube influencer marketing has been measured incorrectly — or, at least, terribly incomplete; it’s typically measured like a digital channel, where only direct link clicks (vanity URL, bit.ly or promo code) are measurable. This has left many user actions untrackable to even the most powerful brand measurement teams.

To make “untrackable” user behavior trackable, my agency commissioned a study from Jumpshot observing a pool of 149,608 anonymized users through clickstream data to see how users interacted with brand integrations run by three brand partners. We found that about 75% of conversions resulting from brand YouTube influencer marketing campaigns were not being tracked.

Can you guess how this happened? That person watching a YouTube video on Friday night either went straight to a search engine and purchased directly through the brand’s site or went to a third-party marketplace like Best Buy, Amazon or Target to make their purchase. “But what if they saw another ad that persuaded them?” you might ask. This study doesn’t merit the attribution of these conversions to multi-touch measures across the sales funnel, as most user actions occurred within the first 20 minutes of watching the video.

While this reveals even more validation for brands already using YouTube for influencer marketing, it also shows opportunity for brands that aren’t yet tapping into the platform.

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How do you know if influencer marketing — especially on YouTube — is right for your brand?

Many marketers practice influencer marketing in some form, but that doesn’t necessarily mean you should. If you answer “no” to any of the following, then your brand probably isn’t ready for influencer marketing:

• Have you optimized every single one of your other marketing channels (SEO, email, PPC, blog, ads, etc.)?

• Does your brand have flexible legal and regulatory controls over your creative and messaging?

• Are your branding and creative teams willing to give up control to an influencer?

If you said “yes” to all of the above and can say yes to everything on the following checklist, YouTube influencer marketing might be a good fit for your brand:

• Does your brand need to be explained in more than two words?

• Have you optimized static images that just don’t seem to be working as well as you thought?

• Is storytelling a key element to your brand strategy?

To those who said yes to the above, keep reading.

Why should I consider YouTube for my influencer marketing campaign?

Within the industry, YouTube is recognized but greatly underestimated. The industry is flooded with information about influencer marketing on Instagram. Many marketers mistake this as a sign to put their influencer budget behind Instagram alone, even when the platform is almost three times as saturated with influencers (830,000+ influencer accounts) as YouTube (347,000+ influencer accounts).

And Jumpshot data found that when it comes to ads on YouTube, influencer marketing conversion rates (2.7%) are five times higher than traditional pre-roll and mid-roll ad conversion rates (0.5%).

One of the reasons I believe there are fewer influencers on YouTube than Instagram is because of the time investment. A 14-minute video involving creative, unique storytelling that audiences can watch beginning to end as they would a show are much harder to produce than a static image or 60-second video muddied by algorithms. YouTube can be a great platform for brands that want to tell longer-form stories through creativity that appeals to specific niches of followers.

That said, I’d recommend brand representatives tapping into influencer marketing avoid taking complete control over creative. Audiences know when brands are selling to them, even through the voices of their favorite channel on YouTube. Let the creator do their thing. Ask them how you can support their video with more materials and let them use your product or service in a way it was not intended — simply, let go.

Optimizing Campaigns

Our analysis found that for every transaction through a direct link, there were three more untrackable conversions. How can brands use this information to help optimize their campaigns?

Understanding your true conversion value is critical. If you don’t understand the power behind your channel, you’ll be unaware of when and how to optimize and support the channel.

Say you run an AdWords campaign in December. You keep it going through January but also decide to run a YouTube campaign with one influencer at the beginning of January. You see conversions from AdWords tracking in December and a similar level of conversions coming from your YouTube campaigns in January. You believe both channels are working effectively, maybe slightly below ideal. Then, all of a sudden in the middle of January, your AdWords conversions jump.

Your data analytics team tells you it’s time to put more budget behind AdWords, but your knowledge about the trackability of YouTube influencer campaign conversions tells you that those extra conversions are likely happening as a direct result of your YouTube campaigns, and the user is simply searching after watching and then purchasing. You now know that a consequential boost in AdWords budget isn’t necessarily the answer and that it might be more effective to use your budget to optimize your YouTube campaign.

Last Word

Influencers are deeply connected and in tune with coveted audiences. Their true power comes from being seen as trustworthy and relatable by their audiences. As a result, it can be a powerfully effective tool in any marketer’s toolbox.

As more people look to YouTube to produce and consume entertainment, it’s imperative that marketers engage with the platform intelligently. Around 65% of influencer marketing budgets are set to increase by the end of 2019 alone, and influencer ad spend is projected to reach $15 billion over the next three years. With concrete data pointing to YouTube influencer marketing’s effectiveness, now is the time to optimize, and if nothing else, test. It beats a Friday night watching videos on your couch.

Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?

Chief Growth Officer at The Outloud Group, an influencer marketing agency.

Source: Uncovering The True Value Of Influencer Marketing On YouTube

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Stealth Commissions – How To Rank Your YouTube Videos To The Top

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Stealth Commission is a step-by-step video training backed up with downloadable PDF and checklist that shows you EXACTLY how to rank YouTube videos. Covers from coming up with Thumbnails and titles that grab attention to ensure your videos get the views it deserves and helps you make sales in return.

Inside Steath Commissions, you’ll watch over Ben’s Shoulder as he builds a YouTube Channel from scratch where he shares his ranking formula that you can copy and start pulling automated traffic and sales that your bank account will love you.

Stealth Commissions comprises of 8 in-depth training modules covering everything you need to know in relation to profiting from videos and looking professional from the initial stages.

The Main Modules Include:

  • Long-tail keywords
  • Activating Your channel
  • Customizing Your YouTube Channel
  • Digging for Longtail Gold
  • Your very first video
  • Video Intros and outros
  • On Page SEO
  • Off-page SEO

Module 1: Longtail Keywords

In this module, Ben reveals the keyword tool he is using to find longtail keywords while creating his videos.

It covers the Basics of SEO to make it easy to understand and implement.

Module 2: Activating Your Channel

It’s time to reach the world. Let’s do this!

This module will help you create your first channel even if you are not a techie.

Overview:

  • How to activate Your Channel
  • What to call Your Channel & why
  • The Various Creator studio tabs you need to Know

Module 3: Customizing Your YouTube Channel

Broken down into 5 parts:

  • Customizing your YouTube Channel
  • Adding social links to make you easily gather more fans
  • Optimizing your channel keywords to get relevant organic traffic from YouTube & Google
  • Unlocking your Custom channelURL and Thumbnails
  • Creating Your Channel Trailer for new visitors to your channel

Task: Have your Channel Live

Module 4: Digging for Longtail Gold

It goes into detail on why you should be using long-tail keywords.

Here is the Breakdown:

  • The real digging
  • Comprising your Keyword list
  • The alphabet soup technique
  • Spying on your Competition
  • Dominating your competition

Module 5: Creating Your Very First YouTube Video

By now, you already have a channel trailer at this stage. You should start getting subscribers and getting some views on your Videos.

It’s time to start creating. Okay, Creators!

Overview:

  • Get a target keyword, record the video and Upload it to your channel
  • How to record your videos.(You don’t even need a camera or show your face)
  • The Software to record screen videos
  • Why consistency is the key
  • What to say in your videos

Module 6: Video Intros and Outros

These are very Important and somehow ignored.

An intro gives people a reason to watch your videos by grabbing their attention with some cool animation.

On the other hand, an outro mostly should call people to action. Things like subscribing, clicking your links in the video description & more.

Module 7: On-page SEO

The ranking factors you should be knowing before you hit publish.(Used some of the tactics to get this article ranked on Google and this Video ranked on YouTube)

Divided into 5 parts:

  • On-page SEO basics
  • Descriptions, tags, playlist
  • Creating custom thumbnails
  • Renaming your captions
  • Socially sharing

Module 8: Off-Page SEO

There are some other factors that you need to know to get your video ranked.

Pro Tip: My Takeaways Off Page for your articles(additional bonuses available if you buy through my affiliate link)

  • Use external links from authority sites
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  • Engage with comments
  • Make your website load faster

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Source: YouTube Ads 2.0 Success Kit – Both Online & Offline Marketers Make a Killing Using This Up-to-Date YouTube Ads 2.0 Training | Online Marketing Tools

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Channel Authority Builder – Build YouTube Authority With Powerful YouTube Marketing Automation Tool

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Seven (7) very easy to follow steps are more than enough to get your clients where they really want to be using the incredible traffic generation power of YouTube, and YouTube Marketing Made Easy has come to give you exactly what your customers need in order to reach all of their online business expectations of success.

We created 15 premium Bonuses on YouTube and social media with complete PLR rights to offer to the buyers of “YouTube Business in a Box”.

These are not just e-books! Few of them come with squeeze page, sales page and few with videos and a lot more stuff. I attached complete PLR License with each bonus. Hope you’ll love this huge package!

Use these bonuses to increase your conversions on launch day.

This is something of great quality and we have created it for you. You can even ask a freelancer how much he would charge you to create only one of the 11 elements described above and you will see what I am talking about.

Video Ads Crash Course 3.0 – When YouTube Clicked For Justin Sardi, his Life Changed Dramatically

Video Ads Crash Course is the original, and still the bestover-the-shoulder YouTube Video Ad training system.Demonstrating constantly improving results, massive ROI’s, and consistently cheaper clicks than any other YouTube course, available anywhere.

Now, with version 3.0 getting a steady flow of cheap, profitable traffic has never been easier.Get your first video ad campaign up, running, and producing visible results in less than a day, with no fear of losing money, no wasted time, and never biting off more than you can chew.

You will learn:

How to avoid the embarrassing “Rookie Mistakes” that even experienced marketers make when setting up a YouTube Channel for long term 

How to avoid being a “paid traffic sucker” by using the one kind of ad that WON’T BREAK your campaign, or put your marketing budget at risk.

Access the highly prized, closely guarded templates, formulas and strategies shared only by a closed community of YouTube Ad success stories.

PLUS! The “HOLY GRAIL” of video ads! A.K.A, the easy way to get 0.01c-0.03c clicks consistently… (And it’s not just cheap clicks, but crazy-cheap leads too…)

Source: Video Ads Crash Course 3.0