How a Personal Brand that has been Creatively Established in Social Media Becomes a Passport to Traditional Media and Receiving Advertising Contracts

YouTube is one of the most effective instruments for shaping personal brand among members of the young generation (generations Y and Z). The goal of the paper is to show the process of establishing personal brand in social media as well as showing how popularity in social media influences receiving advertising contracts. In the paper following assumption has been made: owing the creative ideas and their appropriate realization, people creating their content on YouTube may establish cooperation with brands in the scope of advertising (through publishing promotional materials on their channel or by product placement) as well as reviewing (through reviewing particular products sent by producers). On the one hand, it enables gaining income and on the other hand, it facilitates increasing the scope and reaching new audience. The following research methods were applied for the purpose of implementation of assumed goal: critical analysis of the literature of the subject, results of own research method conducted in 2016 on the Polish and American market, case study method.