In todays blog post,
I want to focus primarily on video blogging, often referred to as vlogging and how it is shaping the future for marketing and advertising.
There has been a shift in the marketing world as a result of what can be considered an information overload happening in traditional media. Consumers have become less interested in what companies’ brands have to say and what marketers are now doing is searching for are new ways to engage a bigger and broader audience.
As 65% of a marketers audience are visual learners, video has played a major role in how brands market their products. According to Matt Byrom of Business.com, 69% of audiences are more interested in watching a video if offered on a website then reading the text.
Personally, I would admit that I do do this.
With the growing popularity of content creators on YouTube, this has opened up a new, unique and innovative avenue for brands to promote their products. Top vloggers provide a range of advertising opportunities for businesses to use influencer marketing as a way to break through the ad clutter.
As an extremely intimate practice, vloggers have the ability to humanise a brand. Brand deals can happen in a number of different ways, but it usually when a brand pays a vlogger to talk about or show there product in their videos.
Businesses pay for access to a vloggers audience.
As 40% of users are using their mobile phones, vloggers can directly create deeper and more personal connection with their audiences. This connection leverages vloggers content to potentially reach millions, which challenges the impact of traditional media.
Businesses want in on this.
Irene Grimani argues this is a promotional gold mine for marketing as Vloggers have a huge influence on their audience, stating in her paper “Vloggers are creating organic content that leads consumers to action” (Grimani, 2016). This is evident through YouTubes 2015 report stating that users spend in total millions of hours watching videos and consequently create millions of views each day. (YouTube, 2015)
It is this intimate relationship between the vloggers and their audience that businesses want to benefit off. Vloggers can be very powerful brand advocates by demonstrating the convenience of a specific product, they can explain information about the product and engage consumers in a more relatable way that people will trust. (Stickland, 2015)
“By organically integrating a brand into their lifestyle content, influencers create customers from the thousands (or in some cases, millions) of followers or subscribers who want to emulate the way an influencer looks, what they buy, where they go, and the things they do.” – Mediakix.
According to L2’s Intelligence Report, vlogger’s YouTube videos are 15 times more attractive to millennials than brand’s and companies videos, especially in regards to beauty and cosmetics brands.
Vloggers are self employed and it is extremely important that they keep their integrity, by only doing brand deals they believe in and not accepting every brand deal that comes their eay because this can potentially jeopardise their audiences trust.
Businesses benefit from a vloggers intimate connection with their followers as Tanuja Singh explains that “marketing in most developed economies is no longer just about marketing a product or a brand; it is about marketing a feeling, and having the customer experience the product or brand”
This feeling and experience marketing is evident in ‘Review’ or ‘My Favourites’ videos and this can take place in all genres of vlogging.
For you see, the opinions of content creators are often highly valued within the YouTube space.
Let’s Play Games is a the gamer channel, where couple Rose and Rosie film themselves reacting to and playing a variety of video games for the first time. This is active product placement and often the audiences opinions are influence by Rose and Rosie’s experience and own opinions of each game.
Timmy Timato is a food vlogger, who makes strange and unique foods with often specific food brands such as Cheetos, Skittles, Mountain Dew and may more. At the end of each of his videos, Timmy encourages his audience to give his recipes a go and this encourages his audience to purchase a specific brands product AKA encouraging consumers to action.
Some vloggers can earn thousands of dollars each time they mention a single brand in one of their videos. So, it seems as though the smartest thing for both brands and vloggers is to collaborate. As vloggers subscribers are often at least 108 times greater then any brands, both can reap great benefits (Rosen, 2015).
Here is a video for those who’d rather watch than read. (Even though I suggest you also read).
CHECK OUT MY VLOG, where I explore some different advertising techniques used by vloggers on YouTube.
Check out where I got all of my information from in the links below, if you want to further educate yourself on how vlogs are being used as a vehicle for promotion.
Tanuja Singh – Blogging: A new play in your marketing game plan.|| Accessed online: https://ideas.repec.org/a/eee/bushor/v51y2008i4p281-292.html
Irene Grimani – Vloggers on the Rise: Your Brand’s Powerful Online Tool. || Accessed online: http://www.brandba.se/blog/2016/9/20/vloggers-on-the-rise-your-brands-powerful-online-tool
Elisabeth Rosen – How YouTube Vloggers Can Benefit Brands. || Accessed online: https://www.l2inc.com/how-youtube-vloggers-can-benefit-brands/2015/blog
Matt Byrom – Will Vlogging Be the Next Big Thing in Branded Content? ||Accessed online: https://www.business.com/articles/will-vlogging-be-the-next-big-thing-in-branded-content/
Nick Stickland – How brands can beat the growing vlogging backlash. || Accessed online: https://www.theguardian.com/media-network/2015/may/07/brands-beat-vlogging-backlash-zoella-youtube-stars
Mediakix – WHAT IS INFLUENCER MARKETING? || Accessed online: http://mediakix.com/2016/02/what-is-influencer-marketing/#gs.gvCKU=o