Global Web Index (GWI) believes brand may need to think twice before seeking out a YouTube vlogger for company or product endorsements. In its most recent study, the digital market research firm found that of the individuals who watch YouTube vlogs on a regular basis, only 12% of them said they learned about new brands and products directly from their favorite vloggers.
GWI surveyed 170,000 internet users aged 16-34 and found 42% of them have watched a vlog within the last month. And of those who’ve watched a vlog within the last month, 93% of them head to YouTube to see personalities like Grace Helbig, Tyler Oakley, Zoe Sugg (aka Zoella), and others talk directly to the camera as opposed to visiting other online video sharing sites. Additionally, 75% of GWI’s study participants who watch vlogs expressed a high interest in finding out about new products, with at least two-thirds of those participants anxious to stay up to speed on the latest in tech and half who want to be in the know about all things fashion.
While these numbers are fairly high in terms of consumer interest and vlog viewership, GWI noted the stats don’t necessarily correlate to getting a brand’s name or product in front of online video audiences. GWI’s survey respondents said they make make of their discoveries from sources other than vloggers. Most listed website articles, suggestions from friends, and search engine results – and not YouTube celebrities – as the means by which they’re most likely to learn about new products and companies.
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“It’s clear that vlogging is still heavily associated with entertainment, comedy and advice – rather than a space for overtly commercial activities,” GWI said in its report.
Brands have tapped YouTube stars for a while now to promote new products. This is an especially common tactic for beauty and fashion companies since those topics have a large appeal and raving fan base on YouTube (just take a look at Michelle Phan). More recently, toy manufacturers have become aware of the influence of YouTube toy reviewers, both young and old, have on consumers’ purchasing habits.
In addition, YouTubers are exceptionally good at raising awareness for cultural issues like LGBT topics, the importance of politics, and mental health concerns. Digital stars are also masters at raising funds for charity causes. PewDiePie, Rooster Teeth, Vlogbrothers, and many other YouTube celebrities have raised millions of dollars for various organizations and non-profits. Plus, films involving YouTube, Vine, or other digital platform stars (like AwesomenessTV’s Expelled with Viner Cameron Dallas) have proven they can top sales on iTunes charts, beating out even Hollywood blockbusters.
Obviously, not every YouTube vlogger is created equal and some may have far more actionable fan bases than others. GWI’s study simply indicates product and company endorsements from vloggers may not be useful across the board. Therefore, brands will need to take a hard look at whether or not a particularly online video celebrity’s endorsement is truly the best tactic for promoting their company’s name and wares.
