Consumer behavior has seen an enormous shift over the past decade with more time being spent perusing online content than ever before. Specifically for video content creators (vloggers), doors are flying open to cash in on their content; bringing forth a new age of brand storytelling and marketing.
YouTube stars and content bloggers have an attribute highly coveted by brands everywhere–a direct relationship with Gen Z and millennials. Much sought-after by marketers, these demographics are arguably the toughest to target in marketing history. A recent survey conducted by Shop.org, Forrester Research Inc. and Bizrate Insights, found that 29% of retailers say they will spend more on paid options for YouTube this year than last year, only second to Facebook.
Brands understand reaching Gen Z and millennials means breaking away from traditional advertising and instead speaking their “language”. Vloggers have already laid the groundwork, spending extensive time and effort to build trust with their community through their video content. The relationship between the follower and vlogger is based on shared interests. Vloggers speak directly to their audience, making followers more likely to be organically converted into consumers. This distinctive dynamic is a major contributor as to why a single “shout-out” or video review of a product can drive hundreds of thousands of dollars in revenue. For example, last year sneaker influencer, NiceKicks, generated $300,000 in sales for Nike in less than 24 hours with just one tweet.
At VigLink, we believe there is significant value delivered by the content vloggers create that should be compensated accordingly. Therefore, we work with influential vloggers, such as PurseBlog, to monetize the links of products mentioned within captions so they can extend their reach and increase their revenue.