Back in 2005 when YouTube was just starting out, users were utilising the site to upload short homemade clips of themselves to share with family and friends. Today YouTube has blown up into a giant video-sharing platform where users can upload and share their videos and have the potential to be viewed by millions of people worldwide.
Marketers have recently tapped into YouTube’s’ marketing potential, and for them web-video celebs offer trusted voices and engaged viewership. Brands like Lancôme, McDonalds, Ford, and Kellogg are trusting YouTube celebrities with their money and reputations.
Companies are confident these popular web celebs like Nigahiga, iJustine, and Shaycarl can help market their brands and products because they have a voice in their community. Also, these video blogs (vlogs), are genuine and real, unlike the staged, scripted, and high budget commercials that flood television. People tune into these peoples videos blogs to watch them and are actively connected, something marketers are constantly trying to get from consumers.
“What these YouTube stars have are engaged viewers; they comment, they post daily video blogs, and constantly update their Facebook and Twitter pages. The brands want million of views, but they also want engaged viewers,” says Caroline Giegerich, Director of innovation at Initiative which is one of the 1st agencies to run a successful YouTube star campaign with Carls Jr.
If they are engaged and interested in the star, they are interested in the brand. This is the reason why so many companies now are tapping into this YouTube craze and paying these online stars to promote their brand. The cost of hiring a highly popular YouTube star cost about the same as hiring a B or C list Hollywood actors.
For more of these video blogs go to www.adage.com to see the most in-demand YouTube celebs.