Attaching a brand, product or service to a well-known personality has always been a popular way to increase sales or brand awareness for a business. For example, Under Armour’s relationship with Dwayne ‘The Rock’ Johnson sees him wearing their training kit both on the big screen and when he is being followed by the paparazzi. Likewise, businesses pay large sums of cash for the likes of David Beckham, Keira Knightley and Charlize Theron to promote ranges of products.
This form of promotion is now growing fastest in a new area, with ordinary people doing the promoting. Video blogging (vlogging) entered business parlance in 2005, coinciding with the founding of YouTube. In business terms, it involves customers reviewing and promoting products by posting videos of themselves using them. The appeal of normal people talking into their webcam about their daily lives may not seem apparent. Yet the success of the format is perhaps down to the ease of entry into the vlogger world. Anyone with a broadband connection and a laptop can get in on the action, and of the hundreds of thousands who have a go at vlogging, a few are bound to prove outstanding in the field.
Your organisation does not have access to this article.
Sign up today to give your students the edge they need to achieve their best grades with subject expertise
Subscribe
