Ever sit down and think about the difference between corporate companies marketing their products through videos? Or the YouTubers who market corporate products through videos? Well, we do.
If you really think about it, both try to do the same thing. They encourage you to try a product, show you how to use the product, and the results of said product. One of the main differences is how they profit off of promoting their material.
With YouTube, a vlogger’s (video blogger) payout follows an algorithm. A bulk of YouTube’s earnings comes from ad revenue. When a YouTuber gains enough followers, a vlogger may apply to become a part of the Partner program. He or she will need to enable monetization of each video they post. YouTube pays in CPM (cost per thousand): every thousand views on a particular ad generates a certain amount of money. YouTube takes about 45% of the CPM earnings, but the actual cost advertisers are charged changes. The more views on an ad before the video, the more a YouTuber makes.
Though you can’t purchase views from third parties, companies pay different prices for the types of ads they want to show on channels. This ranges from $0.10-$0.30 per view.
While some companies use popular vloggers to promote their material, some prefer to create their own channels. If you’re adventurous like Dove, you can try to do what they did for their online campaign.
On the other hand, corporate companies may reach out to an independent video company with an idea for a product, service or campaign. That video company may provide a numeric quote for that idea that covers the cost for their services. Here at Key West Video, we offer animation, pre and post production, greenscreening and much more when working with B2B companies. We specialize in developing our client’s ideas into great promotional video.
Another major difference is timing. Often companies (like financial investors) needing to get time-sensitive information out as soon as possible may turn to YouTube. YouTube has proved to be a great source for quick, easy-to-access information, but it does come with limitations. While it isn’t impossible to create high quality YouTube videos, it’s a lot tougher to do this on a consistent basis. Especially when trying to build an audience. On the flip side, corporate videos creating promotional material (e.g. commercials, interviews or promo videos) usually need more time to plan. They usually are of a higher production value, too.
So which should you invest in? Well, if you’re not the sort of company that a popular YouTube Vlogger could use (aka not a hair, beauty or fitness company), it might be a little difficult to use this platform to sell your product. YouTube viewers are quick to pass judgment on disingenuous vloggers – especially when their content suddenly doesn’t match their style.
What other differences can you think of? Comment below!