November 21, 2017 V3 Printing

The Value of the Vlog

By Stephanie Walden

The Value of the Vlog

Video Blogging Presents Brands with Incredible Opportunity to Get Creative

Marketing metrics regarding video continue to be astounding: 68% of marketers feel that video is essential for their business, and according to an analysis by Extreme Reach, video-ad engagement has seen about a 20% boost recently, with both time-spent and completion rates on the rise. With nearly one-third of all people on the Internet using YouTube to watch a billion hours of video each day, these numbers translate to a staggering amount of potential influencer and purchasing power.

Vlogging—or video blogging—isn’t new to the game as a marketing medium, but the success of influencer marketing on video-centric services ranging from experimental platforms, such as Vine (RIP) and Periscope, to tried-and-true virtual destinations, such as YouTube, have marketers paying attention to the incredible power vloggers have over their audiences, as it represents an attractive option to reach young, digitally savvy consumers.

Vlogs are personality driven and allow you to quickly build a relationship with your audience. The possibilities for content run the gamut both in terms of topic and delivery style, but you’ll need to decide how much direct selling you want to do—whether your vlogs are to generate leads or build a following for the purpose of humanizing your brand. According to Ron Gelok, entrepreneur and professional network marketer, “Unless you specifically direct your viewers to take a measurable action, it’s entertainment.”

A Cost-Effective and Innovative Way to Increase Your Brand Awareness
Take Tasty, for instance, BuzzFeed’s short-form video property that’s dominated newsfeeds for the past few years. Brands are jumping on board with product placement opportunities, and they’re seeing serious results: Newell Brands tested out its Oster grill in a minute-long Tasty video in March 2016 and experienced a direct sales lift—as well as 310 million views.

Non-lifestyle-focused brands can use vlogging to create tutorials, influencer-infused product demos, and technical support with personality. And it’s not just massive brands with beaucoup bucks that are delving into the space: Start-ups such as Ethical Coffee Chain, Unroll.me, MuleSoft, and Dollar Shave Club have produced exceptionally well-done how-to videos that deliver clear-cut explanations on how (and why) to use their products. If video is the beloved darling of the social media marketing world, vlogging is perhaps the next frontier for branded content—and there’s nearly limitless opportunity for companies to get creative.

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