We live in an age where consumers are tired of being marketing to. Because of this, marketers need to make some big changes in order to continue being effective in their communications. Below are 4 compelling reasons why marketers should immediately consider using vloggers for brand endorsements:
- Video is the future
With the introduction of Facebook live video, Instagram live stories and other innovations in the social media video sphere, it is clear that video is the future. According to the recent Cisco Visual Networking Index, video will be responsible for 82% of all consumer internet traffic by 2020. Along with that, a study done by Axxon Media found that 7 in 10 people said their perception of a brand was positively altered after seeing interesting video content.
- Vloggers’ relationships with their audiences
Part of the reason vloggers are so successful is that they offer unique and honest looks into their lives. Viewers often put their advertisement guards down while watching these deeply personal videos, so they are more receptive to the brands that the vloggers promote.
- Vloggers’ consistency and fan base
Many vloggers post several videos each week, and some professional vloggers, like Casey Neistat, are known to do one each day. Most of their videos are released on YouTube, where top creators have millions of subscribers. Each of their subscribers are alerted when a new video is out, ensuring that the video featuring your brand is going to be seen by a multitude of individuals.
- Vloggers’ specific audiences
Each vlogger caters to a specific group of individuals who like to see videos on the topic that vlogger specializes in. These topics range from beauty, lifestyle, gaming, baking, fashion, food, travel, etc. These niche audiences allow brands to narrow in on their specific target markets. For example, vlogger Casey Neistat is known for his intense work ethic and creative video storytelling techniques. Casey is incredibly honest and down to earth; because of this, his viewers will swear by almost any product that he comes to love. Nike took advantage of Casey’s influence and had him create a video for their Fuelband that has garnered over 24 million views to date.
A note of warning:
While vlogger endorsements certainly have all sorts of advantages, it is important for the vlogger to make it clear that he or she is getting paid for the endorsement. Oreo cookies recently found itself in a sticky situation after the Advertising Standards Authority banned an Oreo campaign. The campaign revolved around several YouTube stars who posted videos without clearly labeling that they were paid by Oreo to post the videos. The lesson here is that transparency is essential.
John Curtis, Account Executive