YouTube has a strong influence on how brands communicate. They use videos to encourage consumers to share their experience with others. Through this process brands “use” people outside their company to communicate their products.
Thanks to youtube channels, brands and businesses improve their reputation and notoriety and become increasingly present on the web.
Youtube is now considered the largest global trading portal in terms of video.
The relationship between youtubers and brands
Brands send to youtubers products for free. They have the choice to praise in their video or on the contrary, to say their discontent. In this case, the brand may have a positive or negative and therefore create brand awareness or image exposure. It is called sponsored videos. Do you find it unfair, or do you think it is interesting to have an opinion before buying a product? Taking the risk that the youtuber is not truly objective!
After a number of views or subscribers, YouTube can offer a youtuber to be highlighted. Their channel will have more visibility.
It is not necessary to be a partner for having monetized Youtube videos. After a number of views Google Ad Sense contacts the Youtuber in question to propose to host advertisements within their videos in exchange for remuneration.
Here is a screen shot of a “PewDiePie” video showing his favorite games. This Youtuber has 24 664 327 subscribers on Youtube. You can also see on this picture the ad banner.
We can speak about « Brand community ». Muniz and O’Guinn (2001) has defined the concept of brand communities as a “specialized, non-geographically bound community, based on a structured set of social relations among admirers of a brand.”