YouTube is a new mode of marketing that has taken the world by storm. In times of old informercials and adverts where shown on live tv in a bid to persuade the nations masses to purchase their products. If the video wasn’t captivating enough the viewers would simply bypass the video and quickly forget about it thereafter. YouTube then came along and changed the entire ball game. YouTube became a place for people to relax anytime, anywhere. YouTube exploits the individual niche interests a person has by having millions of various contributors adding each day at their own free will. As a result of the extreme content specificity revenues producing marketing quickly became a focal point for YouTube.
YouTube adverts run through Google AdWords. This is as YouTube is a Google product. AdWords is Googles online advertising management platform. It can be self-managed by the business or by an external marketing agency due to its slight complexity. All adverts run by Google through Google AdWords work on a Pay Per Click (PPC) basis. The adverts will show to many people, but the advertiser will not pay unless the user clicked on their ad. This is Googles initiative to give the advertiser a better return on investment.
Regarding YouTube, the adverts co me up before a video. Some if these adverts can be skipped others cannot. This is a setting that would have been created by the account owner. Removing the option to skip the adverts costs the advertiser much more money. Now that we have gone through how the businesses get themselves onto the platform using direct adverts let’s look at how they get in touch with the content producers themselves to promote their product or service.
Affiliate partnerships with influencers is all the rage on YouTube. These account owners are called Influencers because of the power they hold towards their loyal followers. If for example the influencer focuses on beauty and make up tutorials many tops make up brands will send free products to the YouTube influencer in hopes of them using their products, loving it and raving about it to their followers.
It’s not just the product-based firms that employ this indirect form of marketing it is also service based companies. Hotels that are within top holiday locations but are lesser known often love to find YouTube influencers who love travelling. They know that the influencers have a loyal base of fans who trust in their reviews. That is the advantage of influencer marketing. You have a base of ready to convert clients who are in a somewhat hypnotic trance, trusting every word and review of the influencer. This opens the chance for the influencers to get paid to post reviews on the location whether they enjoyed the trip or not. Now we see that marketing platforms such as YouTube have been slightly corrupted.
This leaves the question of is marketing really for the user or it’s for the core reason of making money?