Brands looking to connect with YouTube viewers might want to keep an eye out for budding video talent. Harman learned from working with Toby Turner (known in the YouTube community as a viral video guru) that the YouTube star included a fake promotion in all his videos from the start because his long-term business goals included a branded channel.
Tweak Footwear's James Hotson runs a four-person company that relies mostly on consultants and a manufacturing facility in China to distribute about nine custom shoe designs yearly. The channel developed a marketing strategy called Free-Show Friday, encouraging fans to make videos uploaded to Facebook. The company sometimes uses the ideas when designing shoes. At the end of the week, the company rewards one lucky person who creates a video with a free pair of shoes.
The YouTube creators build a community atmosphere, which attracts viewers and brands. They share, enlighten and get others involved because they love the brand.
MediaPost Publications How YouTube Stars Make More Than $100,000 Annually
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