Why work with YouTube creators?

Since its creation 11 years ago, YouTube has fast become the biggest video network in the world; according to the platform, they have over one billion unique monthly users, the number of people watching YouTube each day increasing by 40% year on year since March 2014.

The fact YouTube can give your business a huge opportunity to reach one of the biggest and most engaged audience is undeniable, with video constantly becoming a more popular; and more successful medium of content.

No longer is YouTube simply a way of watching baby pandas escaping their playpen (though, if you haven’t watched this, make sure you do,) it’s developed into the pioneer of internet video, reaching more 18-49 year olds than any cable network in the US- on it’s mobile app alone. With the rise of the ‘YouTube Star,’ the platform has taken a step away of putting ordinary celebrities into videos and waiting for views, and allowed the rise of ‘vloggers.’ Whilst celebrities can have popular channels to feature highlights of their TV shows, take James Corden’s ‘The Late Late Show’ or Ellen DeGeneres’ show for examples, Danielle Tiedt, YouTube’s first CMO believes content on the platform should be inspired by creators on the platform, and these vloggers should be worked with to achieve the best advertising for products.

“Eight in 10 industry professionals now work with influencers in some capacity, with social media creators the most popular among marketers, ahead of musicians, sports stars, actors and models,” according to the Drum. The rise is undeniable, you only need to scroll though your YouTube homepage to see multiple videos by influencers with ‘ad’ next to their title. YouTube is the top platform for influencer-lead initiatives, whilst Twitter comes in at number two; “over half of marketers (57 per cent) have inked deals with vloggers on YouTube with creators like Zoella or Alfie Deyes.”-The Drum.

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So how do you know which influencer will be the right fit to feature or mention your product? It’s not always about numbers (who has the most ‘subscribers’ to their channel) but about who can feature your product, service or experience in the most authentic way and to the most relevant and engaged audience for your business. Consider why the creator would want to discuss your brand; disregarding the payment, they’ve built their audience from the ground up and have built trust and authenticity with them, if they usually discuss fashion and lifestyle for example, their audience will be interested in similar things, hence their subscription, if the creator is suddenly talking about DIY equipment, the audience, in general will not be the target market and so whilst your content will reach an audience, it won’t be the right one. Find a relevant creator and work with them; don’t dictate the content you want to see; remember, they’ll know what works with their audience, and this in turn will bring you the maximum return.

On the YouTube Creator Academy page where the platforms discusses working with creators, “If they can work with brands that they use, love or are excited about, why compromise their success to work for an organisation that they don’t connect with?” YouTube’s recommendation for working with these influencers? “It may make sense for brands to engage with creators in an experimental manner, beginning with multiple short-term collaborations, and scaling up or working more closely with creators as they become more comfortable in the space, and learn which creators truly resonate with their desired audience.”

Often referred to as, ‘ The Father of Advertising,’ David Ogilvy once said, “There isn’t any significant difference between the various brands of whiskey, or cigarettes or beer. They are all about the same. And so are the cake mixes and the detergents, and the margarines… The manufacturer who dedicates his advertising to building the most sharply defined personality for his brand will get the largest share of the market at the highest profit.” This remains to be true when it comes to social media platforms; no longer are we confined to television adverts or print ads in newspapers and magazines; there’s a huge possibility to be creative, especially when it comes to a platform such as YouTube; as video becomes one of the most successful forms of content, perhaps it’s time to follow Ogilvy’s advice and define your brand personality- in the most modernised way possible.

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