3 façons efficaces d'utiliser le placement de produits sur YouTube

YouTube est le troisième site web le plus visité au mondedépassée seulement par Google et Facebook. Avec plus d'un milliard d'utilisateurs - YouTube, qui rassemble près d'un tiers des internautes, occupe une place importante dans les activités quotidiennes de tout utilisateur d'Internet. Chaque jour, les gens regardent des centaines de millions d'heures sur YouTube et génèrent des milliards de vues.

Il existe deux entités principales sur la scène de YouTube. Les 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. 

POURQUOI LE PLACEMENT DE PRODUITS SUR YOUTUBE FONCTIONNE-T-IL ?

Le placement de produits sur YouTube peut être plus efficace que le placement traditionnel à la télévision ou au cinéma ou que l'appui d'une célébrité, car il est infiltrée par les forte personnalité lien 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.

Authenticité le rend tout à fait différent. De plus, les grands vloggers de Youtube offrent également une approche véritablement créative de l'engagement avec les marques. Toutefois, ce n'est qu'un côté de l'épée à deux tranchants.

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 connaissent les 3 formes les plus populaires de placement de produits sur YouTube. Les voici.

1.SIMPLE PLACEMENT DE PRODUIT

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. LE PLACEMENT ACTIF DE PRODUITS

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, l'une des vloggeuses les plus connues du Royaume-Uni, qui fait la promotion de certaines marques de rouge à lèvres populaires.

3. FILM YOUTUBE SPONSORISÉ

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.

DERNIERS ENSEIGNEMENTS

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.

Quelle est votre méthode éprouvée pour insérer un placement de produit dans une vidéo Youtube ? Laissez-nous un commentaire !