YouTube influencers on the way for engage:BDR's IconicReach platform
engage:BDR (ASX:EN1) is now working to incorporate YouTube influencers into its IconicReach influencer automation platform.
To date, the company has integrated influencer marketing channels from Facebook, Instagram and TikTok.
The impending YouTube integration will further enable EN1’s vision for IconicReach to become "the Google AdWords of influencer marketing".
Since 2014, EN1 has identified that video advertising contributes significant return on investment (ROI) for brands and can contribute immediately to revenue growth.
Unlike standard YouTube advertisements that can be skipped or ignored, influencers on YouTube engage with viewers directly through their content. These campaigns are measured on their engagement, click-through rates, increase in organic search traffic and more.
YouTube influencers are widely recognised as being highly effective, with many platform stars having personal net worth in excess of eight figures (including Logan Paul and PewDiePie).
Vlogs, or video blogs, have disrupted the conventional advertising landscape by giving advertisers a cost-effective way to reach their targeted audience and build awareness. Vlogs are easy to digest, produce and distribute thanks to YouTube.
Many vloggers have millions of subscribers and produce a wide range of content including product unboxings, reviews and trails. In these videos the influencer provides an honest perspective to its highly engaged viewership. Positive reviews have the ability to spike sales and build precious brand loyalty.
Dedicated videos v product placement
These are two forms of influencer content on YouTube. Dedicated videos are influencer-produced clips that focus on one brand without cross-promoting or jumping to other products. These are considered more expensive.
Product placement videos are more subtle, and are often inserted into an influencer’s normal video or vlog. The influencer may mention the product in their video and provide a unique link or promo code. This technique has become incredibly popular and IconicReach will utilise this technique more.
IconicReach has the ability to directly source relevant YouTube influencers via its automation tools, most of who are also active on other social media such as Instagram and Facebook.
Over the past year, IconicReach yielded several influencer campaigns on YouTube with cryptocurrency and Korean beauty brands and EN1 is now pleased to add this platform to its automated tech stack.
According to HubSpot, an incredible 72% of customers would rather learn about a product or service via video. A Brightcove study found that 67% of consumers and 85% of millennials have purchased a product or service after watching a video about it.
As EN1 continues to work on its YouTube integration, it will provide further progress updates in relation to successful YouTube influencer campaigns.
Influencers on Facebook, Instagram, TikTok and Youtube (shortly) can now be accessed via the IconicReach influencer automation platform.
While the influencer marketing space is still young, budgets around influencer marketing will total US$10 billion by 2020.
EN1 continues to work towards closing its books for its April performance. The process is taking longer than initially expected, but the company believes preliminary accrual figures for the months will be available shortly.
Cash figures were delivered last week and read as below:
- April consolidated revenue A$1.22M (accual)
- Overall gross profit margins of 40%
- April consolidated receipts A$1.41M (cash)
- April consolidated cash outflow A$1.42M (cash)
- April net cash used in operating activities A$10k
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