Are Vloggers the Future of Product Marketing?
If a picture says a thousand words, how much does a vlog say? Vlogging is the new way to voice your opinion, offer advice or rather than vent in words, include facial expressions and raw emotion (Chris Crocker is a great example). As long as you have a camera, access to the internet and something interesting to say, you can vlog.
Pretty much every social networking site has been adapted to accommodate businesses and creating a vlog may seem like a great business strategy, but without the following will it succeed? Popular vloggers, say in the beauty and make up industry for example, review products, share what they’ve been buying, offer tutorials and even showcase #ootd (outfit of the day) to millions of loyal and industry-interested followers who hang on their every word. Instead of putting the man hours into creating a vlog, businesses turn to established vloggers for product promotion.
As effective as you may think, these vloggers don’t just say the name of your product for free. Whilst many vloggers chose not to disclose their earnings, digital marketers eight&four estimate they earn up to £20,000 for banners or skins on their websites, £4,000 for mentioning a product (not necessarily showing it) and £4,000 for a picture on Instagram or a Twitter post.
If you can afford to fork out £4,000 to have the name of your new lipstick line mentioned, yes it is effective marketing. Vlogger endorsement can give a product more weight than just an advert in a magazine without sounding like a catalogue and many vlogging sites attracting 1.5 million unique visitors/potential customers per month. An example of effective marketing through Vlogging would be 24 year old Anna Gardner’s mention of a brush set which then sold out on the day the vlog was posted. Anna believes vloggers use of language and the work they carry out ‘behind the scenes’ of their vlogs mean their job is not “something for nothing.”
The drawbacks of marketing through vloggers are the costs and the fact the Advertising Standards Agency (ASA) have now cottoned on to vlog product placement and want vloggers to clearly state to their followers that they have been paid to promote a product. Some vloggers also have a rule that if they personally wouldn’t buy or use your product, they will not promote it.
Have you used or considered using vlogger marketing? What were the outcomes? Get in touch to feature in a future blog (or even vlog) post!