Vloggers are people who promote products they like via video streaming services. Whereas bloggers write in text about something they are passionate about, vloggers use video to get their message across. The categories for the products they promote range from cosmetics to fashion to services.But there are also vloggers who talk about a vast range of topics, covering comedy, advice and insight.Thus the latter type of vlogger may not be selling something tangible directly or overtly but rather indirectly such as a cause that is near and dear to them. Although these type of vloggers can be equally effective in getting one to sign up for a course or buy a book, just to name two examples.
Because this method of advertising is still in its infancy, the effectiveness of these short video messages is still being gauged. But make no mistake about it, vlogging is growing exponentially.Millennials and those younger gravitate towards video streaming services like YouTube versus traditional broadcast television.
As far as YouTube goes, because it is the ‘long tail’ of content, it is easy for vloggers to get lost in the shuffle and not have their promotional videos seen.
This is where newer video steaming services with less clutter (endless cat videos for example) can streamline this vehicle by specializing in vloggers. This is internet media solely and a hosting platform for vloggers.These video streaming sites specializing in vlogging have made their platform easy for aspiring vloggers to upload their videos. These vloggers develop their own following rivaling celebrities. Make no mistake about it, these advertisements are as personality driven as they products and services they tout.
In the case of those vloggers who are endorsing a product, they are perceived differently from actors in a broadcast television commercial. They are seen as real people not shills who really do use the product and want to share with their audience how great it is. Granted they can monetize their passion, if their audience buys the product, but there is still that authenticity that you do not find in a conventional television advertisement.
The demographics are skewed heavily as mentioned toward a young target audience, but as they age, there is no reason, that they won’t continue to follow these vloggers, as they too age, and that is where the payoff will be potentially greater, as they will have more purchasing power.
Of course there will be a second wave of new teenage vloggers who will target the next generation of impressionable viewers. This is an industry that will continue to penetrate as more people learn that this is a new paradigm for product and service promotion.