A high fan base on YouTube equals a high level of brand recognition. Consumer engagement is synonymous to brand building and growth in the market. Building a brand on YouTube allows the customer to collaborate + building fanship of the brand adds to the probability of consumer purchase regularity.
The key is to align insightful content that both engages the customer and resonates with the brand; provide a choice to the consumer in how they engage with the brand which adds a sense of control and thus building brand awareness.
Consumers engage with brands for which they resonate with
or share a passions for, and when that passion combines with interest on
YouTube engagement ensues and the consumer becomes a fans. The key is to align
your brand/product with consumer passions/interest and your advertising is
born.
See below two top Nature Hair
YouTube channels. Both provide detailed product endorsements. In only one YouTube
post a brand can start in absolute obscurity and move (very
quickly) into a house-whole name-- just from a mention on a highly viewed
channel on YouTube.
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