Over the years, I’ve heard many start-up founders say they don’t want to pay vloggers and other content creators to promote their companies. They believe so strongly in their products that they don’t see the need to pay someone to promote them. While I certainly appreciate their faith, I always tell them that I think they’re making a big mistake. No matter how good the product, if isn’t discovered it wont succeed. Paid content creators can go a long way towards not only making sure the product is discovered, but also trusted, and desired. These are a few things that your company can get by working with them:
- Credibility - people who follow content creators do so because they believe them and trust them, an attitude that gets transferred to your product.
- Legitimacy - when people see somebody familiar talking about or using a certain product, it makes them more likely to feel a need or desire for the product (If George Clooney drinks Nespresso - I should too!). Think of content creators as a Clooney you can afford.
- Permanence - the content they create about your product will last forever, and can be reused.
- Exposure - they own the audience you want.
The following is a vlogger campaign we did with @TryItOn. It turned out to be a great and cost effective way to generate brand awareness and, of course, downloads. We saw direct growth and better ROI than our always on user acquisition work. Along with this the content that was created is now permanently on Youtube and can be used again anytime.
The first video is the final movie that we promoted on Youtube and Facebook.