YouTube’s audio-visual technology has undoubtedly transformed the way businesses promote their establishment and/or product. After all, brand advertising by way of YouTube videos has greater potential to reach target consumers. In the U.S. alone reports have it that adults ranging from ages 18 to 34, are most of the time, engaged in watching YouTube videos than TV shows. First off, consumers can access YouTube video channels whenever and wherever, using smartphones, tablets, notebooks or laptops.
Secondly. commercials on YouTube videos have greater potential to reach relevant consumers. YouTube’s advanced audio-visual technology delivers digital ads across billions of users based on demographics and interests of viewers, as well as the keywords used to locate a specific video content. In contrast, TV ads basically work as sponsorships for specific TV shows. Exposure of commercials therefore is limited and reliant on the willingness of the audience to support the television program.
Thirdly, consumers are less constrained to watch YouTube ads every so often, which disrupts viewing experience; or be forced to watch the entire length of a commercial as the YouTube technology includes a SKIP AD.option. Unlike with TV commercials, program viewers have to contend with commercial interruptions, to give way to the product promotions of the so-called program sponsors.
The Advent of Internet Influencers as Brand Promoters
Advertising by way of YouTube does not have to rely on professionally crafted advertisements alone. Commercial ads using YouTube’s audio visual technology came in another shape and form, when around 2017, Internet marketers took notice of creative vloggers who had the ability to engage and influence their channel followers,
Word-of-mouth coming from actual product users are regarded as the best and most reliable endorsements. Initially, brands used the influencer approach to advertising products, by banking on celebrities; particularly those who already have legions of fans as base followers. However, it came to be that personal endorsement coming from ordinary people had more value, since their recommendations as brand users were treated as honest-to-goodness suggestions not attached to advertising compensation.
As brand advertisers sought the support of influencer vloggers, this online marketing strategy also became a lucrative business opportunity. As many YouTube users became aware that they can become potential influencers, the unscrupulous ones began using their social media influence as tool for soliciting profitable partnerships with business establishments.
That being the case, business entrepreneurs are advised to observe caution when collaborating with the so-called social media influencers. Choosing an influencer is a privilege that is best left to the business owner, rather than the influencer choosing a business to promote in exchange for a fee or freebies.
Although many vloggers leverage their number of followers in convincing business owners to forge a partnership with them, some were were exposed to have followers comprised mostly of bots. Such practice is a clear misuse of the services and resources provided by social media marketers. SMM-World, for one, specifically states that the use of their services are not intended as tools for monetizing YouTube videos.