Abstract

In this research, we investigate the trend of Vlogging on a deeper level. We specified our research to focus on how marketers and advertisers can profit and learn from the trend, and how it impacts Online Marketing and Marketing in general.

We conducted online research, as well as desk research. We further made use of Netnography and Social Network Analysis, in order to conclude our research.

In our conclusion we summarize our findings and give recommendations and tips for marketers and advertisers to successfully employ Vlogging in their future strategies.

Introduction and Background

In 2005, YouTube was created and with it came a new wave of user-generated content. As the website rapidly grew and garnered millions of views, more and more people uploaded their own content. Since then a new trend has emerged: Vlogging.

Now there are different genres of Vlogging, such as daily-, beauty-, gaming-, and fashion-vlogging. These are some of the most popular genres of Vlogging.

Screen Shot 2016-02-20 at 10.38.16 AM

Since the rise of Vlogging, which can be dated back all the way to 2005 according to Google Trends, social media in general has grown rapidly and has, of course, attracted marketers. It was not different for YouTube.

Nowadays some YouTubers, as those who create content for YouTube are often called, even make millions with the revenue they gather from advertisements before or during their videos, as well as sponsorship deals with brands that fit the content of their videos.

What many marketers and advertisers have realized is that YouTubers have rather close relationships with their subscribers and followers, as their content is based on platforms that encourage interaction between creators and consumers. It is therefore a very lucrative platform for advertisers and marketers who seek a closer relationship with their target audience, who want to create brand aware, or who want to create brand recognition.

Vloggers are highly influential

According to a survey conducted by Variety magazine, Vloggers, such as SMOSH or Jenna Marbles, are more popular with US-American teenagers, nowadays, than mainstream celebrities such as Leonardo DiCaprio or Jennifer Lawrence.

Screen Shot 2016-02-20 at 11.27.59 AM

(Ault, 2014)

YouTubers and the platform YouTube have evidently become incredibly valuable for marketers and advertisers. But more often than not, they still struggle with using them properly and to their full potential. Therefore it is important to conduct thorough research on the subject in order to give good recommendations to marketers and advertisers who plan on including YouTube and its creators in future promotional or marketing strategies.

tumblr_n1p6t9x3wZ1sjifi3o2_250(source)

 

 

 

Literature Review

From user-generated content to YouTube to Vlogging

The new age of Web 2.0 has brought us social media. Nowadays, a life without this Internet feature is barely imaginable. A very interesting and often important aspect this development has presented us with is user-generated content (Drury, 2008). With this new landscape also came new opportunities for advertisers and marketers. One of these opportunities was YouTube.

YouTube is a video-sharing website that was founded in 2005 and has been bought by Google in 2006 (Velde, 2015). In its rather short existence, YouTube has grown rapidly and has become the third most visited website worldwide (ibid). The first brand to recognize YouTube’s marketing and promotion potential was NIKE, who have since continued to majorly include YouTube in their promotional strategies (ibid).

In 2007, YouTube launched its partner program, which allows those who post content on YouTube to earn money with their videos (Velde, 2015) (Ingham, 2015). YouTube’s partner program works together with Google’s AdSense, who are responsible for selling advertorial space on or in videos (pre-video ads, banner ads during videos) to advertisers and marketers (Velde, 2015).

The first advertorials on YouTube were placed in 2007 and have since garnered a lot of revenue for YouTube (ibid). Furthermore, the most popular of YouTube’s partners in the partner program managed to earn up to six-figures in the first year of the launch of the program (ibid).

 

YouTube celebrities, their influence, and what makes them so appealing to their audience

Felix

One of the most famous and successful vloggers nowadays is Felix Kjellberg, or better known as PewDiePie (Velde, 2015) (Ingham, 2015) (Kemp). He produces gaming videos in which he simply plays video games while commenting on them. This has gained him up to 39 million subscribers (spread over his multiple channels) and 10 billion views on his videos (Velde, 2015). Kjellberg therefore has a lot of influence on his viewers, socially, as a gamer, and marketing wise (Ingham, 2015).

Zoe Sugg

Other very famous and influential YouTubers are beauty vlogger Zoe Sugg (Zoella) and her boyfriend vlogger Alfie Deyes (Pointless Blog). They are vloggers based in the UK and have both been named in the list of 500 most influential people in the UK in the past (Kemp). Both of them have also published books, which further emphasizes their reach (Burling, 2015). While Deyes published a book based on the content of his vlogging channel, Sugg published a fictional novel called “Girl Online” in 2014, which sold very well from the start (ibid).

Sugg and Deyes, both of course members of the YouTube partner program, are said to be able to demand up to £20K from brands if they want them to use or mention their products in their videos (Ingham, 2015).

This shows just how well YouTubers nowadays can make money.

The question therefore is:

What makes these vloggers so influential and well-liked?

One of the most commonly given answers is their authenticity (Velde, 2015) (Sykes, 2014) (Kemp).

Vlogs are often mimic face-to-face conversations in a conversational tone of voice, which creates a more intimate relationship between the vlogger and his or her audience (Sykes, 2014). Another important aspect to consider when pursuing authenticity is that most YouTubers started out by simply making videos about their interests as a hobby (Velde, 2015). Therefore the audience can identify with the vlogger on a personal level and they appear more like friends rather than unreachable celebrities or money-hungry marketers (Sykes, 2014) (Kemp). Also important for the success of a vlog are the quality of the video and the presentation of the vlogger, the interactivity with the community of subscribers, and the expertise of the vlogger (Sykes, 2014).

A survey conducted by Joyce van de Velde for her dissertation shows that these are things audiences of YouTube vlogs do associate with vloggers. It shows that 12 – 15 year olds often see vloggers as idols and many 19 – 27+ year olds like to use Vloggers’ reviews in order to get an authentic and credible opinion on a product, therefore considering them experts in their fields (Velde, 2015). This is further supported by a study conducted by Google, which is mentioned in Sarah Syke’s Theses, which shows that four out of ten viewed fashion vlogs lead to a viewer pursuing the actual or online store of a brand after watching such a fashion vlog (Sykes, 2014).

In this case, beauty, fashion, and gaming seem to be some of the most influential vlogging genres (Ingham, 2015) (Sykes, 2014).

These factors and aspects of vlogging are very important to consider for marketers and advertisers who plan on engaging with the new medium, as it is important in social media advertising to work with two-way communication (Drury, 2008). They have to connect with the audience and build a relationship, which makes YouTube and other social media especially lucrative to those brands who want to strengthen brand recognition (ibid).

 

YouTube versus traditional television

Another topic discussed is that of whether YouTube has already or will replace traditional television. The opinions differ.

In her article 5 Marketing Lessons for Marketers, Nicola Kemp cites managing director of creative content Ruth Barton, who points out the drop of TV consumption while YouTube rises above (Kemp). Contrary to that, another source in Kemp’s article, joint chief strategy officer of advertising agency Abbott Mead Vickers (AMV) BBDO, Craig Mawdsley declines that TV consumption is seriously declining and does not believe that YouTube can in any way take over that medium (ibid).

A source of van de Velde’s reckons, YouTube is not replacing television, but rather posts a new form of entertainment for the younger generation that has grown up with the Internet, which makes it very attractive to advertisers (Velde, 2015).

Mawdsley supports this idea in Nicola Kemp’s article. He does believe that YouTube is a good tool to expand a brand’s reach, for example through pre-roll ads, although he also points out that people do not like to wait for what they really want and might therefore not get a positive association with the brand in a pre-roll ad (Kemp).

 

Important for marketers and advertisers

The new developments in the media landscapes and the great influence of social media and especially YouTube celebrities present many new and creative opportunities for marketers and advertisers. There are certain aspects, though, both marketers and advertisers need to bear in mind when engaging with these new platforms.

One of the most important aspects of a vlogger’s influence is the authenticity and credibility they have due to the enthusiasm for a particular subject that they share with their audience (Velde, 2015). A major concern of marketers and advertisers should therefore be to keep this authenticity and credibility safe. They therefore cannot approach such marketing in the same way that they approach TV or magazine marketing (Drury, 2008). They must make sure to not just place their products in videos, but to create creative and subtle content that places their products in the right light (ibid). They must not under any circumstances look like commercials to the audience (Velde, 2015).

This is further important, because another reason for the popularity of video streaming is the human interaction it mimics (Kemp). Many find social media to be a very humane thing to do and advertising is often criticized as taking the humanity away from these platforms (Drury, 2008). It is therefore important for marketers and advertisers to make sure to preserve this highly valued humanity (Drury, 2008) (Kemp).

Online (Re)search Aspects of the Background Research

Introduction

After having conducted our Literature Review, we decided to get a closer look at how 1) the use of YouTube and Vlogging specifically for marketing purposes and 2) the earning of money through YouTube and Vlogging is discussed on the Internet.

First of all, we conducted relatively general search for articles and colums via Google search, especially scanning pages like the BBC, The Guardian, as well as trend-watching websites such as mashable.

We then wanted to find out what the audience thinks and moved on to conduct an advanced Twitter Search, a hashtag analysis, and a YouTube Video Search.

 

Google Search

We started our Online Research by doing a Google Search in order to get an overview on articles and thoughts about the YouTube phenomenon that is vlogging and on people who earn money with it, as well as aspects that are of interest for marketers. Based on our Literature Review we came up with a couple of search terms. Some of the most fruitful terms were the following:

site:theguardian.com YouTube AND “sponsored videos”

site:mashable.com Vlog*

site:bbc.co.uk YouTube AND marketing

vlogging AND money

One article we came across during our Google Search was a short article from The Guardian from 2008, which presented a, at the time, new way for marketers or Vloggers to make garner attention on YouTube and make money. We had not come across this possibility during our desk research.

Guardian 2008 (Kee, 2008)

To explain this new opportunity a little better: The idea is that, for example, brands can either promote certain videos or their channels as a whole. The program is called “YouTube Sponsored Videos”, which, in our research, might sound a little confusing, because we call Sponsored Videos those of Vloggers who feature branded products to earn money. For YouTube’s “Sponsored Videos” one has to go to ads.youtube.com. From there they choose a video or just choose their channel, if they want to increase traffic to it. Then they type up a promotion text (Why should people watch their video). Then they choose keywords through, which, if users type them into YouTube, leads them right to these promoted videos. They further type in a budget or “Maximum Cost-per-Click” for the video.

Another very interesting aspect for brands is that of monitoring YouTube. In one article we found through our Google Search it states that nowadays, through social media such as YouTube, complaints against company have far more impact due to their reach than they used to have. One example is that of a customer of United Airlines who made a video about how the staff of United Airlines damaged his guitar. Because United Airlines didn’t want to pay, he produced the video and it has since been watch 9.23 million times, which puts immense pressure on the Airline.

United Airlines

(Weber, 2010)

This shows that YouTube is not only relevant for marketing and promotions, but also for customer relations. It shows a tremendous change in consumer power, which has increased massively due to the rise of social media.

One last very interesting article we found during our search and want to emphasize is an article written by a YouTuber herself. She describes the shadow sides of earning money through YouTube, or rather not earning money, but being too well-known for audiences to believe that they do not earn enough to live off of it. It’s a tricky thing, this monetization of YouTube.

Screen Shot 2016-02-20 at 11.33.41 AM

Screen Shot 2016-02-20 at 11.34.38 AM

(Dunn, 2015)

 

Advanced Twitter Search

Twitter 3

Twitter 4

Our Advanced Twitter Search, unfortunately, did not garner a lot of information. Most tweets consist of people promoting their videos as can be seen in the screen shots below

Twitter 1

Twitter 2

We did find an interesting article about Lily Singh, a YouTuber we will later feature as well, and the influence she has due to her job. This can be seen in the last screen shot.

Although we did not manage to find a good conversation about the topic on Twitter, this did help us with our Netnography in the end. We had first thought about making use of Twitter, but after seeing these results we decided to find another community.

 

Hashtag Analysis

We did a small Hashtag Analysis in our Online Research and found two very interesting results. One is a 24-hour-trend analysis, which shows the popularity of a tag during a 24-hour time span. The results here are for the hashtags vlog, YouTube, and spon.

Here are the results from the website hashtags.org:

 

Vlog

spon

youtube

Surprisingly, the three graphs are rather different, even though we believed, due to our preliminary research, that especially YouTube and Vlogging would be closer connected.

On the website keyhole, we were able to garner word clouds with related hashtags to the one we were searching for. The results here show a close connection between Vlogging and YouTube and further between the hashtag spon and YouTube. Spon is short for sponsored and therefore very interesting for us. Furthermore we can see that especially the popular Vloggers Dan Howell (danisnotonfire) and Phil Lester (AmazingPhil) are closely related to the hashtag.

#Vlog

 

Vlog 2

#Spon

Spon 2

Interestingly, the hashtag YouTube garnered an entire cloud of presumably Arabic hashtags, which is why we did not include that cloud in here. None of us speaks Arabic, unfortunately.

 

YouTube Video Search

Last, but not least, we decided to conduct a YouTube Video Search in order to find out more about the partner program, how YouTubers themselves work with YouTube, advertisers, and sponsors, and how they feel about it. For this we used search terms such as the following:

Sponsorships YouTube

Truth about YouTube money

YouTube money

We were able to find a few interesting videos. One of these is by Lily Singh, as already mentioned above. She is a very popular and successful YouTuber and answers frequently asked questions about the often controversial issue.

(Singh, 2014)

The YouTuber Carly Cristman also presents how she feels about sponsorships on YouTube and Social Media (SM) in general. She speaks about allegations of SM personalities being ‘fake’ and explains why she does vlogging and uses SM. She further warns to not be naïve about photos and other snapshots of a person’s life on SM, because obviously these are only snapshots and usually of happy moments.

She goes on to explain a little more in detail how sponsorships work for fashion vloggers and emphasizes the pros for marketers, especially the fact that it is cheaper than traditional advertising. She also shows the pros of sponsorships for creators and therefore their viewers.

(Cristman, 2015)

Another side to the story presents beauty vlogger Simplynessa15, whose real name is not revealed publicly. She calls out fellow beauty vloggers on being “scammers” due to a variety of sponsored videos they have made. She does not, though, condemn sponsored videos, though. She simply calls out sponsorships that are based solely on money and which should actually have not been done, because there was not enough time to test the product thoroughly enough to make an honest review.

(Simplynessa15, 2015)

The last video we want to include in this research is a part of a video filmed by Ex-vlogger Meghan Rienks. In this part of the video she speaks about why she stopped doing daily vlogs (which is the original intent of vlogging) due to privacy issues.

(Rienks, 2016)

Research Question and Sub-questions

How is it possible people make money from Youtube? / When uploading homemade videos onto YouTube becomes your job.

  • How do brands connect with YouTubers?
  • At what point is a YouTuber able to make a job out of a hobby?
  • Why are some able to live off of what they make through YouTube and some aren’t?
  • How exactly do YouTubers earn money through YouTube?
    • What do they get money for exactly?

Research Design and Methodology

For our research, we began with Online Research in order to garner some background information on our trend. We continued with Literature Research through our University’s library and further Online Research based on that.
Finally, we conducted Netnography and Social Network Analysis.

 

APA

Burling, A. (16. February 2015). Book Publishing Comes To YouTube. Publishers Weekly , 22-26.

Cristman, C. (Autor), & Cristman, C. (Regisseur). (2015). THE TRUTH ABOUT SOCIAL MEDIA + SPONSORSHIPS [Kinofilm].

Drury, G. (2008). Opinion piece: Social media: Should marketers engage and how can it be done effectively? Journal of Direct, Data and Digital Marketing Practice , 274-277.

Dunn, G. (14. December 2015). Fusion. Abgerufen am 01. March 2016 von http://fusion.net/story/244545/famous-and-broke-on-youtube-instagram-social-media/

Ingham, E. (25. September 2015). The World’s Most Successful Vloggers, The Fees They Command And Why They Are Marketers’ Best Friends . Forbes .

Kee, T. (13. November 2008). YouTube’s new bid to boost revenues: Sponsored videos and a live performance. The Guardian .

Kemp, N. 5 Marketing Lessons from Generation YouTube. London: Haymarket Media Group Ltd .

Rienks, M. (Autor), & Rienks, M. (Regisseur). (2016). WHY I STOPPED VLOGGING: THE TRUTH [Kinofilm].

Simplynessa15 (Autor), & Simplynessa15 (Regisseur). (2015). Beauty Guru’s Are Scammers [Kinofilm].

Singh, L. (21. August 2014). The Truth About YouTubers.

Sykes, S. (2014). Making Sense of Beauty Vlogging. Carnegie Mellon University. USA: Theses and Dissertations at Research Showcase @ CMU.

Velde, J. v. (2015). YouTube: How businesses can use YouTubers effectively for the promotions of their products. The Hague University of Applied Sciences, Academy of European Studies, The Hague.

Weber, T. (3. October 2010). BBC News. Abgerufen am 13. March 2016 von http://www.bbc.com/news/business-11450923

Research Planning and Entrée

Research Planning

Mind Map

mind map

Research Question

How do the viewers respond to sponsored videos and advertorials?

YouTube and Reddit

YouTube-logo-full_color(comment section)

  1. Relevant:
    – The YouTube comment section is something we will be looking into as well. Through here we can find out what the audience thinks of sponsorships and how they respond to those ads and endorsements.
  2. Active:
    – People are posting on a daily basis.
  3. Interactive:

– The comment section in YouTube allows people to comment on each others comments, which can create discussions.

  1. Heterogeneous:
    – There are a lot of different people visiting and using YouTube, they differ in age, gender, race, and interests.
  2. Data-rich:
    – Depending on the audience watching the video, the data we can find in the comment section can be very useful. Unfortunately, some of the users will just comment hate and nonsense, but this doesn’t mean there isn’t enough out there for us to use.

 

Reddit_logo-2

 

 

  1. Relevant:
    – Reddit has a lot of passionate users, that love discusses really anything. YouTubers being a part of that. Discussions and sharing opinions is what Reddit is about, and that is what we will need here.
  2. Active:
    – People are posting on a daily basis.
  3. Interactive:
    – Reddit is known for its interactivity, as there are always discussions about any topic going on.
  4. Heterogeneous:
    – There are a lot of different people visiting and using Reddit, they differ in age, gender, race, and interests.
  5. Data-rich:
    – As there are so many different people and opinions that are often put in the comment section in a well-written and mature way, we can really benefit from here.

 

Entrée

Our roles as ethnographers

For YouTube and Reddit, we have decided to be Lurkers.

We are part of the YouTube community and scan through the comments section.

We are also part of the Reddit community and will scan threads about the subject matte

 

 

Data Collection and Data Analysis

Negative comments.  

Positive comments.    

Mixed/More critical comments.

//// (before name) = response to comment

////// (before name) = response to response.

 

YouTube-logo-full_color

We looked for sponsored videos on YouTube and went to the comment section to find positive, negative, but also more critical or mixed comments, we did the same in Reddit. We have color coded these the following way:

 

YouTube Comment section

Name/Username Comment
Sarah Raynard As Much as I understand her points and think they are valid, brands are paying up to 20K+ pounds for YouTubers to create content and support their product(s). I think it’s important to listen to their ideas/wants and have a open/fluent conversation about it. YouTubers know their audience and what will work best to get content seen/shared but brands know their products. Telling someone who is spending a lot of money for a video ‘I know what I’m doing – leave me alone’ can be scary because the brand has a message they want the audience to see/hear. I’m sure some brands are horrible to work with and the 15-second rule is ridiculous! It’s important to strike a good balance between a fun creative video and allowing the brand to get value for money, they are approaching YouTubers because they appreciate their value and they know that these YouTubers have large, intelligent, social media savvy audiences and they know YouTubers are savvy too. Some brands do A LOT of research when finding a YouTuber/the right outlet to advertise their product(s), so not all of them are out of the loop as you might assume! And.. don’t bite that hand that feeds you… literally.
TeganKD See, I love it when you do brand deals because they’re so creative and honest. Things like your Pop Party mashup and the NuMe video in which you did a hair tutorial and a cover are so inspiring! I didn’t mind that it was a brand deal because they actually made me feel inclined to the brand because the video was interesting enough to make me feel inquisitive in the brand and it wasn’t just a spam of ads.
//// Tay Crooks I ADORED the NuMe tutorial. It was so beautiful and her voice is great and she looked amazing! I was so supportive of that video that I have decided to purchase that hair-wand soon as my next “big ticket” item (once I have some money haha).
The German Sisters I find it funny how every YouTuber advertises the new Samsung even though they personally have an iPhone!
Jared McCray You had one point I really want to highlight because it stuck out to me most. Most YouTubers won’t take a sponsorship from a product they don’t support, so let them make honest videos about it.
Adina V Finally(!) someone said it… I don’t mind brand deals at all (I mean why would I mind someone being enabled to make more content I enjony?!?) but I hate these ads where the youtubers are bound by countract to say the full product name a certain number of times throughout the video.. that’s soooooo obvious and fake.. if I want to watch commercials without any other point to the video than promoting a products, I can just watch tv.. and ads are the main reason I don’t ever watch tv..
Jottler13 As a viewer I think that you are complety right by saying that you should be able to do a brand deal how you want to do it and that it should not be scripted because the viewer seems to most of the time always know what and what isnt scripted anyway and it looks better for the company if they let someone present their product in their own way 🙂 it makes a brand seem much more appealing rather than having someone say sentence like audible.com! the leading provider of audio books.
Ayla R How do we send this to all youtubers on this platform? Because even if they do it right it’s good to refresh. I hate when youtubers make a majority of their video just and ad, like hello yes I’m here for your content and you, not 10 seconds of genuine you and an ad. I’m so glad you addressed this and hopefully this keeps annoying brands away from you not that they know what you expect 🙂
Mcflyloveme Do you actually think this or is this just an advert? I feel like you wouldn’t use ALL body shop if it wasn’t an advert?
Jgrootful I don’t understand why people get so upset about sponsered videos. Who cares!? I’m sure if someone paid you to make a video about some nice products as well as have them to you for free you wouldn’t say no!
//// cherylcake I think it can be annoying when they’re random products that aren’t even good that the person then never uses again as a lot of people will then go and waste tehir money on a sub par products. I trust Fleur not to promote anything she wouldn’t actually buy though and know she has been using the Body Shop products for years.
Itsyaboysharrod You know when big company’s email you and offer you A LOT of money to give their products a positive review? … Yeah me neihter, but when big YouTubers get those emails from company’s to give their product a positive review, this video is that, to like the 100th degree. I watched this video with such annoyince, like wow, they’re really going in for this toothpaste, as if it’s the best thing since sliced bread. They make sellling your sould for money so… happy… x_x
Yasmin Walton When youtbers put ‘ad’ in the titles, it means they are being sponsored which is basically getting paid for mentioning a product in the video, for example niomi is getting sponsored for that hair dryer thing in this video.
//// itsme_yoly I don’t think there’s anything wrong with being sponsored for promoting a product or tool you use and love. I don’t think she would forsake her fans for a few dollars by recommending something she doesn’t love herself.
Laura Alice I think you’re so inspirational, Niomi and I respect you so much but it makes me really sad when you promote products and brands such as L’Oreal who test on animals. :c I hope this didn’t come across as hateful
//// Amy C Companies such as L’Oreal and Benefit also outsource the testing of new ingredients for their products to companies that do test on animals, so they have by no means stopped, just done it in a sneakier way which would make you want to support them even less, really.
////// Pauline Brit I do agree. She says she’s vegan! To me being vegan is a choice you take because you are concerned about animals mostly… But I guess being vegan is just a “trendy thing”.
Tinnie28 The best kind of ‘ad’ is the one where you don’t realize/mind that its one, and you really do achieve that sweet spot of being yourself while talking about the products in a way that doesn’t seem like pandering at all.

I have unfollowed a lot YouTubers in the past when the frequency of their ad videos have shot up considerably, esp when you watch them and even without looking at the title/more info realize that its an ad.

What I’m trying to say is – congrats and keep up the good work. I always wait for yours and lily’s videos :).

Wendy Bee Someone else worded it so well. You do a great job at making us forget that it’s an ad. The content doesn’t suffer. You are so good at what you do and you are genuine. Please stay that way! I’ve seen many others change and not for the better.
MsTheBow Ugh! As if you veet. Thank you for indicating this is a paid sponsorship but I’m conflicted watching it. I know you nee to make a living but I can’t stand the conflict of interest!
Lauren and Emma I got fooled again! I thought it was a real video
Noelle Boudreau wishing you weren’t posting all these sponsored videos 😦
//// javoon 16 It’s a partnership with target.. Obviously these videos are in a series. No one is making you watch anything, there are millions of other sub-par gurus doing sponsorships for worse things I’m sure..
////// Noelle Boudreau You guys are so quick to attack.. just saying I want to see her normal videos instead of ads??? The comment section is to express your feelings on videos so don’t attack me for my opinion that I posted here. Thanks.

 

 

 

Reddit_logo-2

Username Comment
Scratchamundo I honestly don’t understand all this bitching about ads when it takes 10 seconds to install ‘ad block plus’ on your browser. What are you waiting for???

 

TVscott I don’t understand why people hate adds so much. You get content FOR FREE and all you have to do is let some add play. You don’t even HAVE to watch it or keep the sound on. Basically, you just have to wait 30 seconds. That’s how the company can afford to give you this thing that want for free. But people get their panties in a bunch. The impatience and entitlement of these people never ceases to amaze me.

 

flyingretard I hate it when I search up a youtube video, load up the page, and right when I click on the first link…an advertisement video takes the spot of the link. I am absolutely convinced this is intentional.

 

reddit1

Username comment
TheXseption I paid $10 a day for 15 days and I gained between 40 and 50 subs and had like 7000 views in total. I was going to go for 30 days, but for what I was getting I felt that was to expensive. When I stopped advertising my channel grew much slower than before I started since so many people were un-subbing. I don’t think advertising works really, it seems to me that people are interested in that moment and then they never come back. My opinion is the only way to get more people interested is to make something they want to watch and have them find you of their own volition.

 

Thefearoz Just my 2 cents. I’ve tried advertising some of my video’s on YouTube and I can only echo what you guys have been experiencing. Views went up to 3000 video’s on my first vid, 14 video’s later and my average view count is about 200. My subs have increased but most of that has been word of mouth and improving my video content… I think this above anything else is what is instrumental in up’ing the subs, I’ve been asking anyone what they want to see and I make it. http://www.youtube.com/user/thefearoz?sub_confirmation=1

 

reddit2

Username Comment
Countchocula86 This is disappointing behaviour on Nintendos part. What do they stand to gain from these claims? People making videos of Nintendo games were providing free and targeted marketing beyond the scope of anything Nintendo could hope to achieve.

 

//// ZapActions-downer They aren’t taking them down, just claiming the revenue off them. So they get to have their cake (free advertising) and eat it too (receive money from the free advertising.)

 

ItsOppositedDayHere To head off the question of, “so what?”, here’s why this is significant. You might remember that SEGA issued mass copyright strikes for any Shining Force videos on YouTube a few months ago, which caused quite a stir. This is similar although somewhat less severe as content-ID matches simply cause the ad revenue to go to the ‘claimant’ (in this case Nintendo) instead of the video producer whereas strikes can cause a channel to be shut down. Still, many video producers gain a large portion of their revenue from Nintendo videos and this is a huge deal to them.

You might also be thinking that Nintendo has the right to do this, but I think it shows they’re being very short-sighted. These videos are essentially free advertising and the YouTube community surrounding Nintendo games contains some of the most evangelical and passionate Nintendo fans in the world. What Nintendo is doing here is cutting off the nose to spite the face. They’re discouraging the very people they should be wanting to gush about their games from covering them at all, and it’s a lose-lose situation for everyone involved.

As a result of this, I will be boycotting not only Nintendo published titles but all titles on the Wii U until it’s resolved.

 

Tj_MCweaksauce From a financial standpoint, I’m curious why the folks at Nintendo would bother doing such a thing.

I’m no expert when it comes to the revenues generated by professional Youtubers. I can only guess that even the more prolific Let’s Players are generating between $50,000 and $100,000, right?

That’s a solid, annual salary for a single person right there. But for a company like Nintendo, that’s a drop in the bucket. Even if they can funnel the revenues from 10 popular Nintendo Youtube channels back to their company, that amounts to no more than $1,000,000 – again, a large sum of money to individuals like us, but chump change to Nintendo.

You’d think that all the more-or-less free advertising for their games would be valued greater than the relatively small amount of money they’d get from Youtube’s rev share. Especially if this move will dissuade video producers from recording Let’s Plays of Nintendo games.

Curious move. I’d like to see where this goes.

 

reddit3

Username Comment
Cupcakemedia People always miss the point of what a commercial is supposed to do. They are not there for you to like them, that’s only a healthy bonus when you do.

They are there for you to see the brand. That’s literally it. Here’s why:

When you next think of buying something, say you go out and you want to buy a shampoo. You are standing in the shampoo aisle and looking at all the different ones. “Fruity Creamy Soapy”, “Herr Wash”, “Clean Hair” and “Head & Shoulders”

Three of them – you’ve never heard of. They might be poisonous or acidic. You never know. Might contain spikes. But! You’ve heard that apparently this “Head and Shoulders” is indeed a shampoo. And you don’t remember hearing complaints about it. So … you need a shampoo, you grab “Head and Shoulders”.

You might be sitting and naivelly going “Well, I don’t do that! “Herr Wash” sounds hillarious! I would totally buy it, instead of the boring old H&S.”

1.     That’s probably not true. You’re probably going to buy a brand you recognise.

2.     Even if it’s true about you, it’s still going to be not true about like 90% of all people.

Yes, yes. I’m pulling the stats out of my arse, but the point is that being angry at a brand for showing you stupid ads is a fairly effective way for you to remember that brand next time you go shopping for something and you are not remembering that brief moment of frustration you had behind your PC when the ad popped up. Rather, you’re going “Oh, this is where they sell horse shoes. I knew it was around here somewhere.”

 

Average_pornstar YouTube spends over a million dollars a day on bandwidth. Each server costs 20k- 30k. Shit costs money, The ads pay for it.

 

Rils Top of Form

What’s really beginning to irk me is the YouTube “ads” that are just full videos from another channel!

Bottom of Form

 

 

reddit4

(a thread about a picture of a youtube video in which an advertiser linked the ‘skip this ad’ button to its website, rather than continuing the video)

Username Comment
Stankyjohnson A new low…
Otivito I don’t understand why advertisers think pestering or tricking people is effective. I hate all that intrusive shit
MisallocatedRacism All that’s going to do is piss me off, and never buy your product

 

 

Conclusion and Recommendations

Conclusion

The aspect that stands out most here is that the bigger part of the YouTube audience is okay with their favorite YouTubers doing sponsored videos as long as they keep it true to their usual content, and the brand actually fits with both the audience and YouTuber. Let’s say if a YouTuber that usually uploads gaming content, uploads a sponsored video showing beauty products that would not make sense, thus, the audience reacting negatively to it.

We can also conclude that a sponsored video can be done really well, if you have a beauty vlogger doing a sponsored video for a make-up or hair product it makes sense.
Something big in the YouTube community itself is that a YouTuber has to stand out as YouTube is so big already, meaning that if a certain YouTuber is known to make specific types of videos if then stands out when a video is different.

The overall conclusion from the gathered Reddit comments is more directed towards a negative consensus. Reddit users are fed up with noisy ads popping up before they get the chance to watch the actual video. Especially the last thread about the link to a website instead of a link to the rest of the video infuriated a lot of users.

Some commenters elaborate on the story by telling people to stop complaining and download adblocker. Others nuance the sometimes outrageous outings of other commenters by providing information.

Some commenters show understanding. The fact that you can watch the content on the popular site for free is enough reason for some to accept the ads and spend the 30 seconds which they ask of the viewer.

The results of both communities show quite the differences in the perception of sponsored videos.

 

Recommendations

In light of these results, we recommend that brands should do thorough research on YouTubers and their audiences in order to find the right fit for their product. They should also find out what works best with YouTubers and their audiences and how they want to work with these people, because they want to satisfy their brand, of course, but also the YouTuber, for a harmonic work relationship, and the audience, of course.

It is important for advertisers to find creative ways of showing off the brand and its product, while being true to the YouTuber they work with.

Another idea is to make advertisements designed for pre-video showing entertaining as they usually seem to annoy viewers. If they are entertaining and tailored to the audience of a specific YouTuber or genre of video, viewers might not mind these advertisements so much.