In the good ole days, when you wanted to know if a product worked or not, you called up your neighbors or friends. Nowadays, marketers sometimes forget the power of word-of-mouth messaging and honest reviews to favor flashy endorsements and edgy ads.
However, as the Internet has grown, the product review has taken on many new formats: message board posts, blog posts and the video blog (“vlog”). The latter gained momentum and brand popularity as consumers flocked to videos of “Internet famous” vloggers wanting their opinion and watching them try the product.
For major brands, the easiest way to get a trusted review to their consumers used to be through celebrity partnerships and ads cost millions. However, with YouTube sensations gaining upwards of 5,000,000 views per video while giving honest reviews of products for much less investment, brands are finding a more organic way to reach their audience.
Video Channel of dope211
But major brands shouldn’t focus on vloggers with 1+ million views per video. The same organic effect can be achieved on videos with just 30-40,000 views. For example, NMS client Eucerin received rave reviews from popular makeup vlogger From Head To Toe. After finding a video where she praised Eucerin’s Everyday Protection with SPF 30, NMS reached out and offered her product to review and a giveaway on her channel. To date, this video has received 73,197 views and quite a few favorable reviews – not too shabby!
Video Channel of frmheadtotoe
Of course, with any type of outreach, certain regulations and rules must be observed. Even though they are willing and able to review your products, it is still illegal to advertise to minors. So if they have 100,000 views and would be the perfect spokesperson, you have to wait until they’re 18! Even if they’re crazy adorable like little Madison:
Video Channel of mzzclipper12
Just as with any endorsement or blogger partnership, all FTC guidelines must be followed to ensure the audience is aware of the relationship between the vlogger and the brand. The vlogger must disclose this relationship in their video or caption and give an honest review. Sensational vlogger GlowPinkStah does makeup tutorials often but has no affiliation with the movies and characters she imitates. She does the reviews just for fun!
Video Channel of GlowPinkStah
So whether you’re trying to figure out how to cook a ham, apply false eyelashes or properly use a glue gun, there is probably a video showing you to do so online. And in some cases, the brand may be behind it, hoping you’ll find their product helpful!
** Please note that NMS always asks bloggers and vloggers to abide by FTC rules of disclosure and wishes that each entity asked to review NMS clients do so in an honest and transparent manner.