For my final BCM310 project, I wanted to focus primarily on video blogging, often referred to as vlogging and how it is shaping the future for marketing and advertising.
My project idea stemmed from week 2’s topic of ‘The Self,’ where we explored the capabilities and power of a selfie. I made this connection because vlogging, to me, is basically a video selfie.
It is up close and personal and it follows someone as they film themselves speaking directly to the camera as if they are talking to a friend. As selfies have to ability to connect people, I wanted to research further into how vlogging does this, in specific, its potentials to connect a brand with a consumer.
With more than 1 million channels generating revenue from advertisements on YouTube, I wanted to explore the different ways in which companies in collaboration with vloggers use different advertising techniques to subtly promote their products.
As a possible career for myself, I also wanted to develop an understanding into some of the benefits, including financial, of using vlogs as a vehicle for promotion.
The formats in which I chose to do my final project were video with a complimentary blog post. I thought the best way to present my data on vlogging was through vlogging myself. The vlog is intended to be as entertaining as it is informative through discourse analysis, whilst using both secondary and primary sources, to explore the marketing benefits of vlogs.
I also thought it would be entertaining to explore the ways in which vloggers can promote different products, by demonstrating different forms of common and relatable marketing techniques with slight parody. I think this makes it a little more engaging than just spitting out straight facts. I also wanted to incorporate actual examples from top vloggers who utilise particular vlogging techniques.
I discovered these techniques through my own wholesome consumption of YouTube videos, as a lot of vloggers utilise similar ways to promote products, including ads at the beginning of their videos, simple product placement, active product placement and calls to action.
Whilst in the blog, I wanted to go further into discussion of more data on the benefits of using vlogging as a marketing tool.
Now, going into this I knew that time management would be a major problem and it was.
Having 3 jobs plus going to university full time, finding the time to get my filming and editing done was scarce.
Due to what can only be described as exhaustion, filming was long and draining which made post production extremely tedious. Although, I am proud that I was able to cut an hour and a half worth of footage down to roughly 6 minutes of sensical matter.
This was my timeline, I set out for myself going into the project.
|Week 9||This week I will work on Idea development (Vlogging + Marketing)
+ Begin Research
+ Develop my final project proposal
+ Submit Proposal.
|Week 10||This week I will focus on further research
+ Video structure development
+ Preparation of script.
|Week 11||This week will be the beginning of production
|Week 12||This week I will continue Filming
+ Begin editing.
|This week I will be making final touches on my video
+ Written element
+ Preparing my project for submission.
I am happy to say that I did stick to this. Although the time I set aside for myself to do these things was limited.
Finding my research was gradual. Finding the majority of my data early in the process, I continued to discover more as I wanted to know more on the topic. The most fascinating and most beneficial piece of research I found was the paper ‘Blogging: A new play in your marketing game plan’ by Tanuja Singh, who discusses how blogging has altered the relationship businesses and their consumers. This paper really helped in terms of finding points of discussion and guiding me to further research and data.
I found it harder presenting my research through video than in the written form. Memorising what authors had written, especially if a quote was long, was difficult but manageable.
Overall, I throughly enjoyed this project and proud of what I have produced. The only thing I would have wish I counld turn back time to change would be the amount of time i had, because I believe if I had more time at hand, I could have met a higher potential.
Singh, T, 2008. Blogging: A new play in your marketing game plan. Business Horizons. Vol. 51. pg. 281-292. Accessed online: https://ideas.repec.org/a/eee/bushor/v51y2008i4p281-292.html