The Audience and Business of YouTube and Online Videos by Louisa Ha

Author:Louisa Ha [Ha, Louisa]
Language: eng
Format: epub
ISBN: 9781498576499
Publisher: Lexington Books

Race was only a significant factor when it came to sharing the videos in questions. Nonwhites are twice as likely to share company videos on their personal social media pages when compared to white viewers: 24.4% nonwhite viewers said that they would share a company-made video featuring a product while just 12.1% of white survey respondents expressed a potential intention to share. These quantifiable results show that a key piece in brand videos, especially those that feature a promoted product, is to engage users to share the video to their social media accounts, because there is a strong impression that these videos are persuasive to others. Adding a call to action to share the video, potentially through asking a question at the end of the product video, or providing a hashtag to use on social media, can increase interaction and positive response as well as potential purchasing power on company-made videos.

Brand content on YouTube has evolved from guerrilla marketing, videos produced and released without demarcating that they were advertisements to current day, where YouTube use by companies is a part of a multifaceted social media marketing budget and content marketing as a new strategy for company to promote their brands. Apart from toy marketers, sports content is also highly used by marketers such as Nike and Red Bull and they became the most subscribed sports channels on YouTube as a result (see chapter 11). Currently, successful brands require a channel with videos that attempt to gain viewers’ attention through tactics like content created uniquely for YouTube, special behind-the-scenes content that builds a brand personality, or cross-promotions like Verizon’s Thanksgiving Day Parade sponsorship that present a brand with a pushed viewership to their YouTube channel, and provide audiences with an exclusive opportunity to experience content they are already interested in, in addition to content that directly relate to a product such as product demonstration.

While digital natives claim to dislike company-made videos, they do find use for them, particularly when authenticity of information about a new product is concerned. Interviewees stated that company-created videos are merely advertising, and it is up to the brand channels to prove that companies can create more engaging content. Our surveys showed that YouTube creators believe in company-made videos and their ability to persuade. Continued partnerships with creators and engaging efforts to get viewers to share promoted video campaigns are tactics that could lead to further success with company-made programming. The next two chapters will examine sponsored videos and online video advertising as two other forms of promotion for marketers on YouTube.

References

Angry Birds. “Angry Birds.” YouTube. Accessed December 28, 2017. https://www.youtube.com/channel/UCYC2wjLop-S6Ld4raeoUVNA.

Content Marketing Institute. n.d. “What Is Content Marketing?” Accessed January 12, 2018. http://contentmarketinginstitute.com/what-is-content-marketing/.

Hasbro. “Hasbro.” YouTube. Accessed December 28, 2017. https://www.youtube.com/user/HasbroStudiosShorts/featured.

Keen, Andrew. 2007. The Cult of the Amateur: How the Democratization of the Digital World is Assaulting Our Economy, Our Culture, and Our Values. New York: Doubleday Currency.

Kids TV HD EggVideos.com. “Kids TV HD EggVideos.com.” YouTube. Accessed December 28, 2017. https://www.youtube.com/channel/UCwZrpRCU4MotIIzhl5_6KBQ/videos.

Kyncl, Robert and Maany Peyvan. 2017. Streampunks: YouTube and the Rebels Remaking Media.

Download

Copyright Disclaimer:
This site does not store any files on its server. We only index and link to content provided by other sites. Please contact the content providers to delete copyright contents if any and email us, we'll remove relevant links or contents immediately.