The video landscape has exploded in the past few years – across the web, on tablets and, of course, on smartphones.
One of the biggest shifts in the video landscape is the number of high-caliber brands and advertisers partnering with video content creators.
Brands want to work with influencers who can create relevant and engaging content around their products. And with 61% of consumers making a purchase based on a blog post, it’s no secret why. (Source)
Here’s what they’re looking for.
- Advocacy. You can’t fake the funk here. Consumers are extremely sensitive to inauthentic brand campaigns. As a result, advertisers aren’t just seeking talent for hire; they want vloggers who will champion their brand in honest and meaningful ways.
- Engagement. Brands are looking past subscribers and views (though these metrics are still important), they’re looking for engaged audiences.
- Social standing. YouTube should be a part of your larger social media strategy. The more engaged your audience is across a number of social channels, the better.
- Long-term. Often times, they want to start a relationship now with these creators who are growing that can grow into meaningful partnerships later.