Now, unless you have been living under a rock for the past decade, you would know how marketing and brand building have evolved to become a social media centric phenomena. The advent of social media platforms means that social media marketing occupies a central place in most brand content marketing strategies and brand building exercises. And fanning this flame is a multitude of influencer marketers; the latest type from the coterie being vloggers.
What is a Vlog?
A vlog is a video blog. Simply put, it is a blog that uses video as its primary form of content. It usually contains an embedded link to the video with a few well crafted words and pictures adorning it. And if recent trends are anything to go by, it seems that vloggers will have a huge role to play in brand building; at least in the near future.
Why the massive upsurge in its popularity as an online marketing tool?
Millennials are the target audience for most brand campaigns and various studies will tell you that they prefer watching video content rather than reading plain blogs. An average millennial spends about 60-90 minutes every day watching online videos (which is perhaps more than the time he spends with his family!). Most of these videos are watched on YouTube, which boasts of about a third of the world’s internet-equipped population as its user base. So it obviously makes more sense to reach out to your target audience rather than hoping that they somehow find you on the humongous digital space.
Also, most vloggers belong to the same generation as the target audience. Viewers find it easy to identify and connect with them and that “oh! He’s one of us!” sentiment associated with them makes them a lot more believable than movie stars ‘tom toming’ about how great a particular brand’s particular product is. Brands have identified this trend and have promptly moved to cash in on it. Tie-ups with popular vloggers have become increasingly common and they have built a well carved niche for themselves in all social media campaigns.
Businesses are always on the lookout for something that gives them an edge over their rivals and you can trust them to be smart enough to identify any such opportunity. Influencer marketing, particularly through vlogging, is bound to work for them more often than not. In all likelihood, you can expect more and more brands to work in collaboration with vloggers.