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BizReport : Blogs & Content : December 05, 2014


Top 3 reasons to make YouTube part of your holiday ad plans

YouTube may still be the place most of use look for funny puppy videos or cute babies, but Nielsen reports YouTube content is now reaching more 18-34 year olds than any cable network. That makes YouTube an important part of any marketing plan. One expert offers his reasons brands should put a rush on video content.

by Kristina Knight

First, the power of fans.

"Even if you are not on YouTube yet, your fans are, and they are creating content on behalf of your brand in droves. At ZEFR, we discovered that an incredible 90% of a brand's activity on YouTube is coming from fan-uploaded videos," said Richard Raddon, Co-Founder, ZEFR. " A fan video can be anything from a haul video where a YouTuber reveals their favorite products from shopping at your store that day to a Sneakerhead (a massive YouTube fan community) posting about the shoes they are collecting. Because customers oftentrust consumer opinion more than branded content, these videos are pure gold for brands. By liking, sharing, reposting or creating new videos that highlight fan opinions, brands can increase the visibility of these opinions, build more meaningful relationships with their unofficial brand ambassadors and encourage the creation of similar videos."

Second, the value of custom content. Fans are creating custom content about their favorite products, but Raddon says it's just as important for brands to create premium, relevant content for customers. For example, ZEFR helped Hasbro Studios, the production company behind My Little Pony and Transformers media, hit 83 million lifetime views and increase its channel subscribers by 135,000 in one year from inception.

Third, audiences are hungry for content.

"More than 6 billion hours of video are watched on YouTube each month, which equates to least an hour for every person on Earth, every month," said Raddon. "Consumers demand visually rich and valuable content from brands they love, and it's important to note that videos increase people's understanding of a product by 74 percent (Mayer and Anderson). Brands looking for the way to best communicate with customers should choose online video."

Image via Shutterstock

Tags: advertising, advertising tips, online video, video content, YouTube, ZEFR










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