"Video Commerce & The Purchasing Funnel" - IPSY - Marcelo Cambreros [COMMERCISM 2014]

TL;DR

Working with YouTube personalities can boost marketing success due to authenticity and owned distribution channels.

Transcript

my name is Marcelo Kambei dos I'm the CEO and founder of ypsi and I'm going to talk to you today about how to win friends and influence people on YouTube so before I do that I wanted to tell you a very quick story about how my career got started in online video and celebrities with a crack and I was hired to was one of the first few employees at Fu... Read More

Key Insights

• 🙃 Authenticity and owned distribution channels give YouTube personalities an edge in marketing collaborations.
• 🪛 Brands like Orabrush and NYX have successfully utilized YouTube influencers to drive awareness and sales.
• 🥺 YouTube influencers offer a unique connection to audiences, leading to higher engagement and conversion rates.
• ❓ Successful partnerships with YouTube personalities require clear objectives, proper compensation, and authentic content creation.
• 🤩 Finding the right influencers and establishing mutually beneficial relationships are key to leveraging YouTube personalities effectively.
• ⌛ Time and resources are essential for maintaining successful partnerships with YouTube influencers.
• 🌉 YouTube influencers can help bridge the gap between brand communication and consumer preferences.

Questions & Answers

Q: What advantages do YouTube personalities offer over traditional celebrities in marketing?

YouTube personalities provide authenticity and own their distribution channels, leading to higher conversion and click-through rates compared to traditional celebrities.

Q: How can working with YouTube influencers benefit a brand's marketing efforts?

Collaborating with YouTube influencers can help brands reach their audience where they are already present and bridge the gap between brand communication and consumer preferences.

Q: What are potential pitfalls to avoid when working with YouTube influencers?

Brands should ensure that content driven by YouTube influencers is not perceived as ads, focus on authentic fit with influencers, ensure mutually beneficial relationships, and commit sufficient time and resources to the partnership.

Q: How can businesses approach working with YouTube personalities to enhance their marketing strategies?

Businesses should decide on objectives within the marketing cycle, select the right influencers, establish clear communication, determine appropriate compensation, and avoid common pitfalls to maximize the partnership's success.

Summary & Key Takeaways

• Marcelo Kambei dos shares his experience working with celebrities and YouTube personalities to build communities and leverage their influence.

• YouTube personalities offer authenticity and own their distribution channels, leading to higher conversion rates and click-through rates.

• Brands like Orabrush, Aeropostale, BH Cosmetics, and NYX have successfully utilized YouTube influencers to grow their businesses.