If you said way back in 1999 that being a Vlogger would be a legitimate profession, you’d laugh and think ‘the hell’? I know because I would have done the same. I’m a bit cynical like that. But in this digital age where everything could become a hot topic now and fade in just 24 hours or less, vloggers are very real. They are legit and here to stay. Putting aside whatever negative conclusions you may draw on vloggers (video bloggers), you can’t deny the sheer pulling power vloggers have today. You look at Vloggers like Tyler Oakley, Shirley B. Eniang, Alfie Deyes, Zoella, Glozell and twins Jackson and Finn Harries and look at their followers count. Millions of them. It’s almost weird to comprehend and at the same time, not at all. This is normal, or the new normal anyway.
Youtube for the past number of years has become a social platform whereby people freely upload videos and podcasts of their lives. Think “The Truman Show”. It’s like free, convenient reality TV. And these vloggers love it. They’re good at what they do and they know it. They know had to perform to the camera as well as appeal to and engage their audiences. Their fans can relate to them and find them more accessible as a form of celebrity as opposed to your typical Hollywood A-list celebrity. And brands have realised this.
Now it has become commonplace for brands to actually accommodate the millennial generation by tapping into what matters to them. Vloggers are of the millennial era, born and bred. They understand what a lot of millennials want more then any other generation before. There is a very real market in brands collaborating with Vloggers. They appeal to younger audiences, have millions of followers just a mouse-click away and could be relatively cheaper to pay for. Sometimes these brands will actually send free samples and swag to these vloggers just for the Youtube exposure. It’s quite commonplace in the fashion community actually. Sought after stylists, fashionistas and beauty gurus like Zoella talk to their viewers about what accessories, make-up or clothing their using and why they love it. And it works, but we’ll chat more about how and why another time. (Sidenote: Zoella even has a book out and her own branded beauty range….and she’s not the only one). Yeah, we’ve reached a stage where being a vlogger isn’t just a profession, it has the potential in making the vlogger a brand.
Let’s have a look at what brands and vloggers have collaborated with each other and how brands are tapping into the social media realm with the help of vloggers. Courtesy of Adweek.
Vloggers: Rhett & Link
Established: Jun 2006
Collab Video Viewership: 77,557
Vloggers: My Life As Eva
Established: Jul 2011
Collab Video Viewership: 399,311
Established: Marshall: Jun 2010 / Im: Feb 2010
Viewership: Marshall: 38,616,669 / Im: 100,821,009
Subscription:Marshall: 684,209 / Im: 1,337,809
Collab Video Viewership: 64,963
Brand: Lionsgate: The Hunger Games
Established: May 2006
Collab Video Viewership: 362,019
Now bare in mind, I don’t venture onto the Youtube to keep up with the vloggers. I’m only there for the music and the odd stupid video. Toyota is a massive automative brand and are always looking for new, innovative ways to propel their brand further. Rhett & Link have been around for nearly a decade and their viewership proves that these lads are well liked with a far reach.
Vloggers: Epic Meal Time
Established: Sept 2010
Collab Video Viewership: 659,505
Interestingly, there’s a flip side to this post. Recent reports suggest that brands collaborating with vloggers, whilst was once a bold marketing move, is now wasteful. The Telegraph points out that vlogging is the least effective marketing tool when it comes to brand engagement. You can read more about the article here. The Advertising Standards Authority have also come out recently to state that vloggers must promote the brand clearly with little room for misinterpretation. Makes sense I think. These brands are paying money for the sake of pushing their product. In turn the Vloggers receive money, publicity, free swag and potential increase in viewership. The vloggers can’t make it out to be about just themselves, there needs to be a harmonic balance between them and the brand of course.
Sidenote: I’m actually not too surprised by this. You look at some of those vloggers and the viewership on a particular video of there’s and the collab video view numbers don’t stack up nearly as much.
Regardless, teaming up with vloggers can work if you want to reach a younger audience. Doesn’t mean it’ll guarantee you a massive gross return or viral hit, but it will extend your brand’s reach. How far is down to the effectiveness of the ad collab of both sides.