Did you know that by 2017, video will be responsible for almost 70% of all consumer traffic? Wondering how come?
It’s a simple math, really – if you take into consideration that a picture is worth a thousand words, then one minute of a video can be valued at an outstanding 1.8 million. Many are those who have recognized its potential and so 3 out of 5 consumers will spend no less than two minutes watching a video about a product they wish to purchase.
Looking at the plain picture is no longer enough, nowadays users expect to see the product in action. Consequently, more than half of viewers say that a good product video makes them more confident when making a decision whether to order merchandise online.
Since brands too have realized that they can make people view them in a more positive light with the help of viral videos, they started utilizing videos to build trust, credibility and long-term relationships. However, today, thanks to YouTube, we have been splashed with a new, different wave of video marketing. Among its 1 billion users and 300 hours of video uploaded every single minute, we can find the ‘new age marketing stars’, the vloggers.
According to the Global Web Index Survey, around 12% of people claim that they have learned about new brands from their favorite vlogger. Furthermore, what surprised many was the fact that the influence of these new-age celebrities is greater than the Hollywood stars. Does this mean that if Zoella says Max Factor’s Excess Volume Extreme Impact mascara is the best out there, that is it?
Obviously, what Zoella, Michelle Phan, Nitraa B, Pixiwoo and many others have done for the health and beauty industry is impressive, and thanks to popular apps such as Vine and Snapchat, the distribution of their videos is much easier. Nevertheless, the hype around these content editors does not end here but it stretches over all industries, suiting everyone’s field of interest. By creating videos on a regular basis, vloggers manage to build a fan base that can be measured in millions of subscribers.
The secret to their popularity lies in the fact that they produce popular content and deliver it in a down-to-earth and chatty way, thus making their audience feel more like vlogger’s friends rather than distant viewers. No, they are not supermodels and don’t always have the ideal figure or perfect facial features, but that doesn’t make them any less popular. On the contrary – pimples, acne and muffin tops are precisely why we love them so much, what makes them Everymen. So what do we do? We identify with them.
If you thought that all this jibber-jabber relates to teenagers only, you were terribly wrong. There are 50% of 16 to 34 year-olds who claim they regularly watch vlogs, as well as around 26% of 45 to 54 years-olds. Even 15% of people older than 55 admit to keeping up with their favorite YouTube stars.
By taking all of this into consideration, it’s no wonder why we tend to blindly follow vloggers’ advice. For this reason, more and more companies are looking for an influential vlogger to become the face of their brand. Forget about Federer for your next sneakers campaign – Alfie Deyes is who you want, because when he hits the party while wearing them, everyone will want to have a pair of their own.
Yes, it is difficult to overshadow a multitude of funny and adorable cat videos, but if you make an effort and choose just the right vlogger to promote your product, you are looking at greater brand exposure, as well as increased sales.