Regular contextual advertising for YouTube is not suitable, because many either have AdBlock, or they simply ignore it. Therefore, many advertisers are starting to order advertising from bloggers to insert it into their videos.
If a blogger makes interesting content and the audience respects him, the effect of advertising will be good. Especially if it is a native or if a blogger speaks about the product from himself. Ad insertion may rewind.
In theory, everything is fine, but there are factors that need to be considered.
How to choose a blogger
Advertisers who choose to collaborate with a blogger often rely on the number of subscribers and views. They choose the one who can afford them, and then they propose to insert advertising into the video. But you need to take into account also the audience. There are two reasons for this:
- If you choose the wrong audience, the ad will not have a response.
- If you ask a financial literacy blogger to invite people to your casino, your and his reputation will suffer.
By the way, the audience almost always sharply reacts if their idol begins to talk about something that they are not interested in. Especially if he does it for money.
You can understand what a blogger’s audience is by gender, age, hobbies and wealth, by content. Ivangaya and Sasha Spielberg watching younger teens. The Wylsacom and AcademeG audience is older and richer.
The audience is not everything
After you have chosen a blogger with the right audience and number of subscribers, you need to think about how he will advertise you.
If you give a finished video insert, it is important that it be correctly submitted:
- If a blogger says something like “Now is advertising,” then most of the audience will simply ignore the insert.
- The same effect will be if the advertisement is at the very beginning of the video.
- If the insertion is at the end, there is a risk that advertisements will not be seen at all, because not everyone watches the videos to the end.
Apart from the part in which you are developing the video, the effort is minimal. But sometimes bloggers refuse to embed your version and want to do everything themselves. Here the fun begins, because different bloggers do it in different ways.
Most advertisers do not understand this, because they think that once a blogger has been able to promote himself, he will be able to promote their product as well. But if a copywriter can easily sell someone's product, but sometimes it is difficult to sell themselves, then bloggers are just the opposite - they sell themselves, but cannot skillfully insert someone else's ads.
This project appeared quite recently - the first issue was released on April 23. In just a week, the video gained several million views, and now, after 5 months, it already has 15 million.
The channel has 2.9 million subscribers. So quickly this channel became popular because Druzhko became a man-meme. Inserts from his program "Inexplicably, but the fact" could be seen in the videos of many other bloggers.
Sergey didn’t have to make any special efforts to get up to the top - word of mouth worked.
Now the channel is no longer so popular, but the videos are consistently gaining at least 1,000,000 views. Despite this, I decided to start with him in order to show the whole essence of advertising on YouTube.
See issue number 23 from 3:35. Even despite the creative way to start advertising, it looks cheap. However, rubber stamps work because they are filed in the form of banter. Right now, of course, no one will run to buy processors, but there is a pleasant sediment in my head.
He was engaged in many projects on YouTube, but the real popularity came after he appeared on the "First" in the transfer of "Let them say." Now Nikolai is gaining views due to the fact that he is playing the role of a moralist. Although some bloggers consider him the main hypocrite of YouTube.
It goes right after Druzhko, because its advertising is written very cheaply. For example, in one of his videos, Nikolai called the milk drink the coolest. The viewers do not like unreasonable superlatives. Even in such cases, non-verbal presentation is important. Try to turn off the sound and determine in a good or bad context, he is talking about a drink.
I had to pay seriously - in one of the interviews he admitted that he receives from 300 to 500 thousand rubles for an insert. This is with three and a half million subscribers.
I started by simply copying everything that PewDiePie did. But then a shift towards individuality appeared in its content. And its popularity began with a song of zadrota.
In his videos, Ivangay basically plays, does something to argue or answers subscribers' questions. To attract a new audience sometimes flashes in the videos of other bloggers.
The main type of advertising is natives (product placement). Ivangai skillfully inserts them, so the audience does not always understand whether he is paid for it. Of course, such advertising works well, although it is expensive - last year you had to pay a million rubles for a native.
Another type of advertising on his channel - the description of the video. I do not dare to judge how it works, because the description is rarely someone reads.
Here is one of his recent commercials, in which there is a native advertising. In fact, the whole video is one advertisement. But at first glance it is not clear whether she paid.
A lot of money was invested in the promotion of Sasha Spielberg, although other bloggers are mostly spinning out thanks to a sarafanka. She, like Ivangai, inserts native advertising in her videos. He does it so-so (this is about nivki, not a clip), but this is only part of the trouble.
By advertising the ice cream, she appeared in the video, and began to insert the product in almost all of her videos. Sasha's audience is children, so the choice of goods is correct. But from such a flicker, even ice cream can get bored.
When one product flashes in several videos, it is not so scary as when there are many goods in one video. In this five-minute video, she put in 2 product placements, a hotel advertisement and an advertisement for her merch.
If you want to order an advertisement from this blogger, you should know that they will see it through to the end. The presentation is so creative that the audience is watching the advertisement for its own sake.
For example, a series of videos about the cashback service. Having watched one episode, a person will want to watch the second and third. The more he looks, the higher the chance of buying. The second video even describes how cashbacks work - the objection about risks is closed.
Try to repeat the creative Syuduk tried Transverse. He removed the advertisement for the bank. It turned out well. But at the end of the video, the blogger said that he had abused the trust of subscribers, devoting a whole video to advertising alone.
This was done in a dismissive manner with respect to the advertiser, so trust really shaken. This is how one phrase ruined the effect.
He also has instances when advertising is correctly inserted. In the video "Pop Culture", he rides around the temple on a hoverboard. It looks spectacular. At the end, he thanked the store where he bought the hoverboard and said that there was a link in the description.
It has 4 million subscribers, deals with reviews and news from the world of technology. The audience can afford to buy expensive equipment, so you will not find a better channel for advertising.
A nice feature of his reviews is honesty. When advertising the iPhone, he directly says that they did not add anything fundamentally new, but only increased the display. This is a good strategy because it captivates the viewers.
Imagine that you watched two videos about Tetris. In the first you are told that this is an innovative invention that will change the world. He has no flaws - only dignity.
From the second you will find out that in a couple of hours the tetris have problems with sound. But the first blogger said that this could not be. All columns are made of innovative material on innovative technology.
Suppose you watched only the first video. You went to the store and bought yourself a brand new Tetris. After a couple of hours, the sound went bad. Going to the forums, you learned that such a problem is universal for everyone. What is your reaction? That's right - you will never buy anything from this manufacturer again.
If you watched the second video, then you knew in advance what you were going. Therefore, you can buy the first Tetris and the second.
Immediately I would like to say that Apple products are bought because of the brand, and not because of the effectiveness of the laudatory approach.
Without honesty in the genre of reviews there is nothing to do.
The audience will never sit long on the channel of the one who only praises the product. A couple of negative comments will be enough to spoil the credibility of the author.
On YouTube, people don’t have anything to say. And nothing worth knowing someone else. This is one of the main differences between the Internet and television - you see not only what is shown to you.
The truth is good for any browser:
- Beauty bloggers;
- Game Reviews;
- Machinery reviews;
- Reviews of cars and so on.
Therefore, I will not oppose anyone to Wylsacom. Without honesty, they simply do not become popular.
Content on this channel was different, but now mostly tops are made. Advertising - inserts at the beginning, middle or end of the video. An already prepared commercial has been used, so much depends on the advertiser himself.
But no matter how interesting you are preparing the box, most of the audience will miss it anyway.
With such a format, it is simply impossible to spoil the advertisement somehow, so it makes no sense to give examples from other bloggers who make money on inserts.
How much is advertising with famous YouTube bloggers
And now let's see what rates bloggers have. This table is far from complete. Some bloggers have been contacted, some have published price lists. The bottom line is that you understand the scale of the market.
Some bloggers have an empty product category column. This is because the owner of the channel is taken for almost all types of advertising. Since the content on the channels is often entertaining, advertising does not suffer from this.
Types of advertising
Likes and comments
3,000 per like,
4,000 per like and comment
Computer games, technology
For Lenovo advertising he was paid $ 75,000
1 000 000
Off-screen graphic screensaver, like, comment, end-of-roll ad, separate commercials, integration
From 1,500 to 2,500 per like up to 200,000 per screensaver. For some services the price is negotiable.
Native ads only
Inserts at the beginning and end, integration
From 25,000 to 90,000 for inserts and from 100,000 for integration
Everything except: "pyramids, any financial structures; websites with" cheap "game accounts; websites cheating and" promoting "in the network; servers on: minecraft, GTA and other Labud - in general, any dubious undertakings. For any money"
Everything, including illegal goods like pyramids
Gadgets and related products
Courses on earnings and self-development
Explanation of formats in the table:
- Integration - the blogger will personally say a few words about you or your product in the video.
- Mention - the blogger will talk about you, but without appeal.
- Exclusive - the whole video will be filmed only to advertise your product.
- Inserts are usually pre-rolls (at the beginning) and post-rolls (at the end). The video will start or end on the advertising advertisement you have prepared.
- Native advertising - your product will appear in the video, but there will be no calls to buy it.
It may also be surprising that someone is willing to pay several thousand for one like. The fact is that the channels show all the videos that the owner likes, and anyone who enters the Ivangaya channel can see the videos of other bloggers there. Therefore, likes youtube buy.
You can’t overlook all, so you have to decide who to offer advertising to. To make it easier, here are the questions you need to ask yourself:
- Is a blogger authoritative?
- Does his ad look fair?
- Is creative advertising?
- Does a blogger tune an audience against an advertiser?
- If this is a product placement, will it come from all the cracks?
And do not forget to watch at least a couple of commercials, before offering cooperation to someone.
Have you ever worked with bloggers? If so, what was the return? Write in the comments. We will compare the results, find mistakes and make the marketing world better.