From its origins as a simple video-sharing platform, YouTube has since changed the face of video consumption. But while many brands understand the power that YouTube can wield, others are still very unsure how it can really work for them and how much it is going to cost. Succeeding on YouTube means that brands will need to abandon the uploaded-to-TV-first sales pitch as YouTube viewers are seeking out engaging, compelling, entertaining video content that offers value in and of itself.
The most successful channels on YouTube today are ones that have been built by creators and NOT by brands (with very few exceptions – e.g. GoPro). In fact, some independently created YouTube channels far outperform brand channels. DisneyCollector is a channel on YouTube focused on Disney collectibles and has 2.7M subscribers. Compare that to Disney’s own channel that has just 153K subscribers. Disney could (and should) pursue growth on their own channel, but the other thing that brands can do is to work directly with YouTubers who already understand the platform (which helps explain Disney’s acquisition of Maker Studios.)
So, how can brands begin to tap into the power of YouTube influencers? And, how do Influencers reach out to brands to collaborate on paid endorsements? Until now, the only way that brands could connect with YouTube influencers was through directly reaching out to them (if you can), or through working directly with a Multi-Channel Network (MCN).
