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Cool article – has YouTube changed the world?

8 June 2015

The Telegraph posted a cool article charting the rise of YouTube over the last 10 years. When I asked around, most people couldn’t remember life without it!

The article talks about how it has had an impact in all areas of our lives and how we consume knowledge – politics, education, celebrity, advertising and leisure. It’s interesting that from a business perspective, they discuss how YouTube has actually changed the nature of marketing.

“The truth is, on YouTube, people are not interested in brands at all,” says George Prest, executive creative director at the ad agency R/GA London, “The clever brands have worked out that to connect with people on YouTube you have to find a shared passion with them – Red Bull with their extreme sports, for example, or Nike with football.”

As some of you guys are aware, lots of brands have more or less abandoned traditional adverts in favour of partnering with vloggers on YouTube. When TopShop partnered with Zoella last year, 40 per cent of her viewers clicked through to an ad, whereas the click-through rate on a traditional banner advert is about 0.1 per cent! Advertisers are increasingly looking at other social media platforms, but many think YouTube has been a force for good within the ad industry. Prest says: “YouTube has forced people to be more entertaining and to listen to customers more.”

Which surely can only be a good thing?

 

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