Markers used to find celebrity endorsers for their advertisements. Now, marketers scout youTubers the become endorsers, influencers and brand advocates. Why does it work?
YouTubers are “just like you and me”. Almost every YouTuber has shared their story on how they started on YouTube (very likely through their “draw my life” video). The general theme that I get from watching YouTube stars: they emphasize that they are ordinary people. Because we get the gist that they are just like me, I tend to trust their opinions more than celebrities. Anything that celebrities endorse seems a lot more “played out” than a YouTuber talking about a product using their cameras at home. Of course, there are exceptions.
Before, I used to experiment with cosmetics based on price, packaging, product claims. Then, when I got a smartphone, I would do a quick google search on product reviews while I am roaming the aisles in the store. Now, I discovered the YouTube world of product reviews and “first impressions”. Whenever I am prepared to make a large purchase of cosmetic products, I will be sure visit YouTube first. I know which YouTubers have the same type of skin as myself and same type of eye shape (YES! It makes a difference in what kind of products to buy).
These videos are a lot more informative than you think! I like seeing product reviews in action. The videos that I find most helpful are when YouTubers share their raw experiences with a product. The experience can go from the smell of the product, the texture, how it applies, how well it lasts through out the day, etc.
Of course, YouTubers need to be careful when posting videos of product reviews. Maintaining a YouTube channel is very much like maintaining your own brand. Some YouTubers are branded as genuine while others have made the mistake of being solely money-hungry.