3 formas eficaces de utilizar la colocación de productos en YouTube

YouTube es el tercer sitio web más visitado del mundosólo superado por Google y Facebook. Con más de mil millones de usuarios - Casi un tercio de todas las personas en Internet - ocupa un lugar importante en las actividades diarias de cualquier usuario de Internet. Cada día se ven cientos de millones de horas en YouTube y se generan miles de millones de visitas.

Hay dos entidades principales en el panorama de YouTube. La broadcasters (video bloggers and brands) and the audience (viewers).

The increasing popularity of independent celebrity video bloggers, the “vloggers” who film their thoughts and observations for thousands of subscribers, is already setting a brand new shape of marketing and advertising. 

¿POR QUÉ FUNCIONA LA PUBLICIDAD INDIRECTA EN YOUTUBE?

La colocación de productos en YouTube puede ser más eficaz que la colocación tradicional en televisión/cine o el apoyo de famosos porque es infiltrado por el personal fuerte bono that connects a Youtuber with his/her audience.

Celebrity vloggers understand their demographic more than any television producer do – in fact,  they ARE their demographic.

The relation between a vlogger and their audience sits somewhere between a TV star and a friend. These more “relatable” stars have a much stronger power to influence because their effortless sincerity, spontaneity and authenticity is much more credible than those of an anonymous gentleman who plays a role of a doctor in a random TV ad.

Autenticidad hace que todo sea diferente. Además, los vloggers más destacados de Youtube también ofrecen un enfoque verdaderamente creativo para relacionarse con las marcas. Sin embargo, esta es solo una cara del arma de doble filo.

Product placement is also an ethically controversial form of promotion and sometimes it is being perceived as deceitful (the promotional motive of the media content is not necessarily apparent to the viewer).

With some demographic groups, it may even negatively affect your brand’s reputation. We think that in the light of such risks and opportunities it is of an absolute must to conoce 3 de las formas más populares de colocación de productos en YouTube. Aquí están.

1.SIMPLE COLOCACIÓN DE PRODUCTOS

Brands can insert product placements in YouTube videos in a similar way to how it is done on television. It is a simple product placement. This is the most subtle type of Youtube placement that has a refine “by the way” effect.

Without being too annoying a Youtube celebrity introduces a specific product or service as if “by the way” of what he or she is really presenting in the film. This type of product placement is particularly popular for cosmetics and lifestyle goods.

A Youtuber would normally present a product without really describing it in details, often with a closer zoom on it and with nicely crafted storytelling. Make-up vlogger Brittney Lee Saunders tests out products and often lists the brands she uses (and sometimes links to where to buy them) on her YouTube channel.

This kind of product placement is worth considering if you would like to provide your audience with an impression as if they were testing the product themselves. All without being too aggressive or pushy.

2. COLOCACIÓN ACTIVA DE PRODUCTOS

If your target audience is under the age of 30 this approach might hit the mark. Active product placement is a more advanced form of Youtube promotion than a simple product placement. It involves the Youtuber to additionally provide a detailed description of a product’s functionalities.

This approach often requires partnering with a vlogger directly and co-creating content around your brand. If the vlogger genuinely believes in your product and brand, so will their audience.

This type of promotion might be useful if your marketing strategy focuses on providing informative content and highlighting unique selling points of your product or services.

However, there are some cases when active product placement can expose your brand at risk.

For example, if your target demographic is over 30, an advertising-based strategy may be more relevant. Below, you can see Zoella, una de las vloggers más reconocidas del Reino Unido, promocionando algunas marcas populares de pintalabios.

3. PELÍCULA PATROCINADA EN YOUTUBE

A sponsored YouTube film is a film dedicated in 100% to a given brand. In this case, brand’s name would appear in the film title and/or in a short announcement at the very beginning of a movie. Sponsored films have multiple aims that serve brand’s promotion.

First, they are designed to provide an audience with a relatively broad scope of information about a product. Secondly, they are to generate emotions. Again, the information here is provided as if “by the way” of the primary purpose of the movie. This makes product placement less annoying and less direct.

Often, this type of product placement takes a form of a “challenge” that a brand poses for a vlogger and which he or she needs to address using huge dose of creativity and courage. A sponsored YouTube film sits somewhere between an entertainment and an ad.

It is informative but wrapped around engaging content and amplified with a vlogger’s authenticity.  It all makes it very pleasant and easy to consume. Again, your target demographic age can be a key factor when considering this product placement option.

CONCLUSIONES FINALES

While a celebrity endorsement still remains a focal point to most marketing strategies, some brands have successfully ventured into online partnerships with vloggers enjoying its far cheaper and more measurable effects.

However, finding the right fit between a brand and a vlogger’s profile might be the crucial success factor.

Also, the age of your target demographic might be a decisive element here. Right next to transparency and authenticity. If a vlogger agrees to promote something that isn’t really consistent with their channel or personality, it will be certainly spotted and can negatively affect your brad’s reputation.

Some prominent vloggers indeed attract larger and more engaged audiences than celebrities do, however, working with vloggers is not a one-size-fits-all solution.

You should definitely test it first to find out if and which product placement method works better for your brand. The rewards seem to be worth the efforts.

¿Cuál es tu método probado para insertar publicidad indirecta en un vídeo de Youtube? Déjanos un comentario.