YouTube can be used for numerous purposes, whether it is used for vlogging, advertising, product reviews and more. YouTube reaches most age ranges, however, has the highest of 26% of viewers aged 35-44 and 23% of viewers aged 25-34. According to Spredfast, YouTube also ‘reaches more 18-49 year olds than any cable network in the US’, making it the most valuable social media platform for marketing, brand awareness, direct communication with stakeholders and create a relationship with the audience.

         (Spredfast, 2018)

This social media platform has become one of the largest search engines in the world, making it critical for most businesses to be present on social media channels. This meaning, that they have access to a direct source of information regarding their stakeholders and develop strategies directly addressing their audience’s needs.

(Capozzi and Rucci, 2013, pp.2-4)

By introducing a more personalised YouTube account to the brand, a company will have the ability to initiate a relationship with it’s audience and result in an increase in loyal viewers. This YouTube approach is designed to increase the amount of younger viewers/customers and, therefore, by having an influencer/vlogger as a representative of the brand, the company will reach that targeted age demographic, worldwide.

In order to humanise a company, the brand can introduce an individual that viewers will soon be familiarised with. By creating a YouTube channel that develops innovative and trendy videos using the business’ products, it is not only, used for marketing, but also product reviews and a creation of an online community.

Once a company has partnered with an existing vlogger or introduced a new individual, to begin the approach, it takes time to organise and plan video content to make sure it will attract attention. YouTube creators have incorporated tips and guidelines to help these influencers build and expand their online community (Creator Academy, 2019). To begin a personalised channel as such, there is a necessity to introduce the partnership with the brand. The YouTube Vogue 73 Interview (Vogue, 2018) questions show an intimate side of celebrities and allow viewers to relate to these famous individuals (please see video below). As a brand, the first video can be introduced with a similar concept, answering interview questions about the concept of this new channel and it’s purpose through the company’s offices.

The idea will be to continue posting video content related to the brand but with an added personal touch, advertising products, as well as incorporating them in challenges and vlogs with other online influencers.

In all aspects, a company will need to take into account ethical considerations. In terms of social media platforms, the need of focusing on ethics is vital as it is a public platform, accessible worldwide. YouTube is a media channel accessible and available to all, however, as the popularity of an account rises, so does the ethical responsibilities and consequences of their videos and content globally. The spokes person responsible for the channel will have to continuously and ethically regard their content carefully, especially as they will be representing the brand.

(Cross, 2018)

Social media allows a direct access to a company to express their dissatisfaction and/or disapproval about certain behaviours, products or comments made by the YouTuber. This can result in social media backlash and affect the brand negatively as well as influence other viewers’ opinions, in a short time frame. The YouTuber/vlogger will be held responsible and will have exposed the company to a vulnerable position.

(Capozzi and Rucci, 2018, p. 12)

According to the Guardian, in 2018 YouTube faced some technological difficulties with meant the site crashed for hours. There was no explanation, however, YouTube managed to resolve the issue within an hour and apologised for the inconveniences users may have faced.

Online platforms make any account holders vulnerable to what is called ‘trolls’. Most YouTube influencers have mentioned dealing with these individuals, whom will leave mean and disrespectful comments. Most influencers have stated the best solution is to remain unfazed and not draw attention to the matter.

There also privacy risks to be carefully considered. Many YouTubers have made the mistake previously of making their address or private information public without realising it. It is always important to protect personal information and ensure none if leaked via a video.

(Goodchild, 2016)

The importance of online presence, as a business, is necessary in today’s society. An organisation will be required to closely pay attention to the feedback provided by it’s viewers and relate their strategies to their audience’s needs and sharing behaviours (Chiang and Hsiao, 2015). If the brand’s online representative is aware of all copyright requirements and ethical laws, maintains effective and efficient communication with the brand; and is adapt to interacting with their viewers and the responsibility attached to it, then there is little to no reason for this channel to run successfully.

Useful links:

http://https://creatoracademy.youtube.com/page/course/fans

http://https://creatoracademy.youtube.com/page/lesson/artist-fans

http://https://creatoracademy.youtube.com/page/lesson/invite-conversation?hl=en-GB

References:

[N.A] (2018) ‘YouTube Outage: video service down for hours before being restored’. The Guardian. 17^th October 2018 [Online] Available at: https://www.theguardian.com/technology/2018/oct/17/youtube-down-video-service-reports-problems (Accessed 21/02/19)

Capozzi, L. and Rucci, S. R., (2013) Crisis Management in the Age of Social Media. (1^st ed.) New York: Business Expert Press, LLC.

Chiang, H.S. and Hsiao, K.L., (2015) ‘YouTube stickiness: the needs, personal, and environmental perspective’, Internet Research, Vol. 25, Issue. 1, pp. 85-106. [pdf] [Online] Available at: https://doi.org/10.1108/IntR-11-2013-0236 (Accessed 19/02/19)

Creator Academy, (2019), ‘Grow your community’, YouTube Creators. [YouTube] [Online] Available at: https://creatoracademy.youtube.com/page/course/fans (Accessed 22/02/19)

Croll Social, (2012), ‘Benefits and Risks for Businesses Using YouTube’, Croll Social, LLC. [pdf] [Online] Available at: http://warrendsmith.com/clients/crollsocial/socialmediabriefs/Croll%20Social%20Brief%20-%20Businesses%20Using%20YouTube.pdf (Accessed 21/02/19)

Cross, K., (2018), ‘It’s not just Logan Paul and YouTube- The moral compass of social media is broken’, The Verge. [Online] Available at: https://www.theverge.com/2018/1/4/16850798/logan-paul-youtube-social-media-twitch-moderation (Accessed 21/02/19)

Goodchild, J., (2016) ‘Privacy, risk and trolls: Dealing with the security challenges of YouTube fame’, CSO from IDG. 23^rd June 2016. [Online] Available at: https://www.csoonline.com/article/3088429/social-networking/privacy-risk-and-trolls-dealing-with-the-security-challenges-of-youtube-fame.html (Accessed 21/02/19)

Hilderbrand, L., (2007) ‘YouTube: Where Cultural Memory and Copyright Converge’, Film Quarterly, Vol. 61, Issue: 1, pp. 48-57. [Online] Available at: https://doi.org/10.1525/fq.2007.61.1.48 (Accessed 19/02/19)

Previte, J., (2018), 7 Data-Backed Benefits of Using YouTube To Market Your Business. Bluleadz. [Online] Available at: https://www.bluleadz.com/blog/7-benefits-of-using-youtube-to-market-your-business-online (Accessed 21/02/19)

Russel, J., (2016), ‘How vloggers like Zoella can boost your brand’, Elite Business. [Online] Available at: http://elitebusinessmagazine.co.uk/sales-marketing/item/how-vloggers-like-zoella-can-boost-your-brand (Accessed 28/02/19)

Snelson, C., Rice, K., and Wyzard, C., (2011), ‘Research priorities for YouTube and video-sharing technologies: A Delphi study’, British Journal of Educational Technology. Vol. 43, Issue 1, pp. 119-129 [Online] Available at: https://doi-org.ezproxy.brighton.ac.uk/10.1111/j.1467-8535.2010.01168.x (Accessed 28/02/19)

Spredfast, (2018), 2018 Social Audience Guide. [pdf] [Online] Available at: https://www.spredfast.com/social-media-tips/social-media-demographics-current (Accessed 28/02/19)

Vogue, (2018), ’73 Questions With Soairse Ronan | Vogue’. [YouTube] [Online] Available at: https://www.youtube.com/watch?v=Z4H2W-k2j84 (Accessed 21/02/19)

Zhang, C. and Meadows, C., (2016) ‘Corporate Reputation on Mass Media, Public Opinion, and YouTube: Examining the Factors Influencing Reputation of Fortune 500 Companies’, Corporate Reputation Review, Vol. 19, Issue: 4, pp. 345-356. [pdf] [Online] Available at: https://doi.org/10.1057/s41299-016-0011-2 (Accessed 19/02/19)