YouTube is the third most visited website in the world, surpassing only Google and Facebook. With more than one billion users – almost a third of all people on the Internet – it takes an important place in the daily activities of any Internet user.
There are two main units on the YouTube scene. Broadcasters (video bloggers and brands) and viewers (viewers). The growing popularity of independent celebrity video bloggers, “vloggers” who film their views and comments for thousands of subscribers, is already setting a new shape in marketing and advertising.
Here are the 3 most popular ways to juice up product placement opportunities on YouTube and effectively promote your business.
Why does product planning work?
Celebrity vloggers understand their demographic more than any television producer – in fact, they are their demographic.
The relationship between a vulgar and his audience sits somewhere between a TV star and a friend. These “more trustworthy” stars have a much stronger power to impress because their innate honesty, spontaneity and authenticity is a lot more believable than the anonymous gentleman who plays a doctor in a random TV commercial.
Authenticity is what makes it all different. What’s more, the major YouTube vloggers also offer a truly creative approach to engage with brands. However, this is only one side of a double-edged sword.
Product placement is also a morally controversial form of publicity and is sometimes perceived as fraudulent (the promotion of media content is not necessarily intended for the viewer). With some demographic groups, it can also negatively affect your brand’s reputation. We think that in view of such risks and opportunities it would be to know the 3 most popular forms of product placement on YouTube. They are here.
1. Simple product planning
Brands can incorporate product placements into YouTube videos in a similar way to how it is done on television. This is a simple product placement. This is the most subtle type of YouTube placement that has an “way” effect. A Youtube introduces a specific product or service, such as “the way” he or she is actually presenting in the film, without disturbing the celebrity too much.
Such product placements are particularly popular for cosmetics and lifestyle accessories. A Youtuber usually presents a product without actually describing it in details, often with a close zoom on it and a well-crafted story. Make-up vlogger Brittany Lee Saunders tests products and often lists the brands they use (and sometimes links to buy them) on their YouTube channel.
This kind of product placement is worth considering if you want to give your audience an impression as if they were testing the product themselves. All without being aggressive or pushing.
2. Active Product Planning
If your target audience is under 30, then this approach may hit the mark. It includes YouTuber to provide a detailed description of a product’s functionalities. This approach often requires partnering directly with a vlogger around their brand and creating content. If vloggers really believe in your product and brand, then does their audience.
This type of promotion can be useful if your marketing strategy is focused on providing informative content and highlighting unique selling points of your product or services. However, there are some cases when active product placements can put your brand at risk. For example, if your target demographic is over 30, then an ad-based strategy may be more relevant. Below, you can see Joella, one of the UK’s most recognizable vloggers promoting some popular lipstick brands.
3. Sponsored Film
A sponsored YouTube film is a 100% dedicated film to a given brand. In this case, the brand name will appear in the title of the film and / or a short announcement at the beginning of a film. Sponsored films have several objectives that promote the promotion of the brand.
First, they are designed to provide audiences with a relatively broad scope of information about a product. Secondly, they are meant to generate emotions. Again, here is information such as the “way” of the film’s primary purpose.