Why Vlogging is Successful
Whether you consume their content, or even just see thumbnails for their videos on YouTube, vloggers are everywhere. Vlog is a portmanteau of the words video and blog. People who vlog, also known as vloggers, post videos of their daily life to social media platforms similar to a written blog. But why are vloggers so popular? Here are a few reasons why vlogging is successful in the digital landscape and how teaming with these creators can mean positive things for your brand’s advertising strategies.
Relatability
When it comes to watching videos from a favorite creator, people can be attracted for multiple reasons. Vloggers are at the top of the list of creators who are relatable because they are just regular people documenting their everyday life. They don’t have a fancy light setup or multiple camera angles. Vloggers are simply creating content about their daily life, which is comforting to viewers. By creating a more personal video, a vlogger is not a larger-than-life celebrity, but rather a regular person just like the viewer. This makes them more relatable to the audience.
More Visibility
By partnering with vloggers, brands can reach many viewers on a multitude of platforms. It is common that videos get shared with friends or uploaded to other social media platforms. If a creator has a deal with a brand and their video gets shared on Instagram or Facebook, that means more exposure for the creator and the brand. When viewers share videos from creators with their friends, they are helping the creator gain more popularity, and in turn, the brand will also benefit. By gaining viewers who connect with the creator a brand has partnered with, brands will see more sales.
Educating and Sharing Culture
Viewers might be attracted to a vlog channel because they have a similar life, but audiences also might enjoy these videos because it can educate them on how different people live. Whether it is a vlog channel about being a working mom, living with a chronic illness, or being a citizen in a different county, viewers find education on how different people live their lives. This vlog content is personal and educates viewers without feeling like they are getting a lesson in school. By providing different experiences, audiences can learn more about people with different circumstances and how to be more sensitive to those around them.
Entertainment
Above all else, audiences consume content from vloggers for entertainment. Since 2000, the human attention span has dropped from twelve to eight seconds (BBC). As attention spans decrease, the need for shorter form video goes up. While sometimes we might feel that we’re in the mood to watch a movie, most of the time shorter content is the way to go. Vlogs are typically shorter than anything you’ll find on a movie streaming service, meaning they are many viewers’ go to for entertainment. Once a viewer has found their favorite vlogger, they will keep going back to their channel for more.
So, what does this mean for brands?
Brands will find success in working with vloggers because of the connection that vloggers make with their audience. The audience feels as though their creator of choice is trusted. That trust that audiences feel toward content creators means that when they promote a product of service, it is an authentic opinion.
With a high level of accessibility, vloggers have a large reach. The videos that vloggers make will reach more people with similar lifestyles, and the creator can then cater the content to match the brand partnership as well. When brands partner with select vloggers, they will find that their audience is like them, meaning they are more likely to want to try the product or service that is advertised.
Vloggers provide entertainment that is relatable and can be educational. By partnering with vloggers, brands can find success in their partnerships, which can lead to long-term partnerships. Vloggers and brands can find mutually beneficial relationships when working together, making it a win-win situation.
If you’re interested in learning more about InfluenceLogic and how we provide brands the opportunity to grow a scalable influencer program, feel free to reach out to our Brand Partnerships team at brandpartnerships@influencelogic.com.
