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.

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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.

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(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.

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