The rise of the YouTube star has deeply changed how brands view digital video channels. They have been forced to recognize that traditional advertising tactics do not work for digital video.
The CEO of YouTube claims YouTube has more subscribers on mobile than any other TV network. YouTube star PewDiePie got more than 6 billion views in 2014, whereas Nike’s best ad campaign had only 98 million views that same year.
These figures prove the importance of YouTube and other video channels. They are a core part of a marketing strategy—and an indictment of the way brands engage on YouTube. Brands must reflect the unique nature of video channels and their users. It is important, too, for brands to learn from vloggers how to better interact with consumers, and how to scale creative content.
Vloggers found the key to engaging content, and brands can take four steps to copy them to build organic relationships with consumers:
1. Tell stories, bring value.