Sam and Nia Rader hit headlines recently, as the vlogging couple re-entered the online world following a “break”. While the pair may not be household names among older generations, ‘vloggers’ are bona fide A-listers among the internet-savvy sub-millennial generation. While some commentators may dismiss vloggers as ‘lightweight’ in comparison to celebrities from more traditional backgrounds such as sport and film, the numbers would suggest they are far from it. Swedish videogame commentator ‘Pewdiepie’ (we’re not convinced about his appeal, either…), for example, has more YouTube views than any of the site’s other users, and has made over $7million from his channel.
The ease of video hosting on the internet through sites such as YouTube and Vimeo has provided marketers with the opportunity to share their paid messages with ease. However, until the rise of the vlogger there has been less opportunity for brands to harness the all-important power of word of mouth through the online video channel.
Utilising vloggers can be a huge win-win for marketers in the consumer space. Not only are vloggers able to reach massive audiences on a regular basis, but their opinions can also carry significant weight with their viewers. This is especially true if they regularly advise audiences on specific purchases. Vloggers often have accounts on multiple social channels too, which means that positive messages can reach an even greater audience than their YouTube following.
Marketers need to ensure they work within the guidelines, however. The ASA is keeping a close eye on vloggers’ interactions with brands – with videos featuring Oreos not appropriately labelled as ads coming under the regulator’s intense scrutiny.