For brands, a social media presence is no longer optional, as customers are asking for it, competitors are using it and it is an important service that provides relationship building opportunities. This development has fundamentally shifted the way we communicate, buy and work. And it is not a fad that is going away. While the focus for digital marketers is often on Facebook, YouTube, which claims one billion unique users (19.1 million in the UK) every single month, meaning that nearly one out of every two people on the internet is visiting the site, should not be ignored.
YouTube, since its inception nearly a decade ago, has allowed anyone with passion and purpose to express, display and spread their ideas. With more than four billion views per day, YouTube is the third most visited site on the Web, behind Google and Facebook with 100 hours of video uploaded every minute. The platform allows for users to upload and view videos but also comment, rate and respond on the site. With more than 50% of videos being rated and commented by users. 100 million people take a social action on YouTube (likes, shares, comments, etc.) every week.
Social media is allowing individuals to interact on a scale never seen before and these online communities increasingly want to express their online messages offline. However, these networks are a space defined by customers, where the customer is in control. This means savvy brands have to find new ways to engage with their fans, it is about the evolution of online engagement. Brands could learn from YouTubers.
YouTubers in the UK, it seems, are making money out of social media whilst other industry sectors are struggling to catch-up. For these budding entrepreneurs, merchandise is no longer just an add-on; it offers a way for fans to express their loyalty offline, by creating something online. For YouTubers, this engagement is driving revenue and improving brand awareness.
These YouTubers manage their shop and the marketing effectively and are particularly good at using customisable merchandising to best effect: They don’t load up their merchant shops with designs all at once, but instead keep it topical and offer limited editions This means they can continue the engagement with their fans. They also use other social media to maintain interest and momentum. Clever use of Facebook, Twitter and other social networks has accelerated the impact of these YouTube sites as it enables discovery and sharing of online video.
YouTubers have noticed that an online shop can be very low risk; print-on-demand means there’s no inventory needed. They use the shop to support their videos and ideas for designs often come from the stories they are working on, or even viewer comments - so there's a constant flow of ideas between them and their fans. It is about a creative process where they wear the shirt in one of their clips or have their viewers decide which design will be in the shop next. It’s subtle however, not a hard sell. For example, they post a new video of them wearing their new design and link from video to shop – direct. They make the design look good first, wait till there’s some interest and then announce it’s available to buy. White label shops also means that the customised merchandise is an extension of the YouTubers’ brand.
It is no surprise then that YouTubers are one of our fastest growing sectors and therefore a big revenue channel. The average conversion rate is 2% which is higher than most shops and certainly better than the results from Facebook-commerce. And while for many it is about engaging with their viewers some are making some serious money. The very top sellers can sell 200 a day, with $5 commission, so in the region of $1000 a day.
More than traditional brands, YouTubers seem to understand the possibilities of the online social world and are finding innovative ways to engage with their viewers. They are working hard to spread their message, extend their marketing scope and at the same time communicate with fans in a more personal, interactive manner. What we have found that, for many YouTubers offering a way to make a customised t-shirt online has become a viral marketing tool of choice. Print-on-demand technology is facilitating these businesses to convert their online video messages into offline clothing and is changing traditional engagement models.
A few at the top of their game:
· Hat Films
· NoughtPointFour
· Mangaminx
· Stampy
· iBallisticSquid
By converting their marketing ideas into customisable clothing that can be readily available to buy via multiple channels, these budding social media entrepreneurs are changing the relationship with their customers by connecting online as well as offline and they are showing us that social e-commerce can work if done correctly. Engagement has evolved and can be seen on a YouTube channel near you.
By Philip Rooke, CEO of Spreadshirt. Follow him on Twitter @PhilipRooke.
PrivSec Conferences will bring together leading speakers and experts from privacy and security to deliver compelling content via solo presentations, panel discussions, debates, roundtables and workshops.
For more information on upcoming events, visit the website.
comments powered by Disqus