YouTube is undoubtedly a huge part of my life. I have been watching my favorite YouTubers for almost eight years now and I don’t think I have gone one day without opening the site on either my phone or laptop. I use it to procrastinate school work, fill my spare time, and keep myself up to date on the artists I love. I watched a video from Shawn Johnson East about her gold medals to reward myself for typing the introduction to this blog. I watch it so often that I now have a muscle memory that causes me to open YouTube first after I launch the internet, even if I am planning on doing school work.
One of the most incredible genres of videos is music videos. The visual representation of music has fast become one of the best parts of the listening experience. A wonderful way of marketing in music videos is product placement. I am sure you have seen the redundantly obvious Beats by Dre placements in almost every music video in the past couple of years. Using this marketing tool to get your advertising in reaches an audience that may not watch television or see the ad out in the world.
An example of product placement video is shown below from a Whisper Challenge video by Liza Koshy who is now partnered with Beats by Dre.
YouTubers have become an influential force separate from the normal avenues that one thinks of when it comes to celebrity endorsement of a product or brand but it has become apparent that utilizing these seemingly ordinary people for reviews and sponsorships is a lucrative business practice. From sending out press releases to paying them to make a sponsored video, the opportunities to merge platforms for your client and for their audience, are endless.
An example of a sponsored video is shown below from a Mystery Box video by Shane Dawson who was promoting an app called Quidd.
Melanie Miles is a junior pursuing a dual-degree in Strategic Communications and Business Administration with a specialization in Accounting. She is an Account Associate for Youth and Technology Minor team at The PRactice.