Latching onto YouTubers for unique lead gen opportunities

By Michael FerreeFebruary 27, 2015

Unless you’ve tucked your band away in a cave somewhere, you’re well aware that having a presence on social media is no longer simply an option to consider … it’s clearly vital. And while everyone has been busy building that presence on Facebook, YouTube is presenting some unique opportunities to present your brand and generate a legion of new leads that can become loyal and passionate customers.

With more than four billion views per day, YouTube is now the third most visited site on the Web, coming in behind only Google and Facebook, with 100 hours of video uploaded every minute.

What’s even more important than those rather gaudy stats is the fact that users of the site not only upload videos but are also actively commenting, rating and responding to what they view. YouTube claims that over 50 percent of videos being uploaded are rated and commented on by users. Over 100 million people take a social action on YouTube (likes, shares, comments, etc.) every week.

This constant flow of ideas between the YouTubers who have developed large followings and their audiences is, quite simply, marketers’ gold, and savvy brands are beginning to take advantage.

One brand tapping into the insane popularity of current YouTube communities is beauty giant L’Oréal, who recently co-created an entire makeup line with YouTube beauty expert Michelle Phan dubbed Em. Talk about instant lead generation — Phan was one of the first beauty vloggers to produce story-driven makeup tutorials on YouTube and has garnered nearly 1 billion views and has over 4.5 million subscribers. She instantly became a human lead generation machine once Em was launched early last year.

“Beauty lovers are increasingly consuming and sharing information digitally through online communities. We saw the power of these communities and wanted to meet them where they live — online,” explained Carol Hamilton, president of L’Oréal Luxe, the division of the company in which Em resides.

Though L’Oréal has worked with Amazon and other big e-commerce sites in the past, Hamilton added that they have become more interested in getting more mileage out of their own sites. The launch of Emcosmetics.com with Phan has become a huge success as the traffic coming over from her YouTube videos includes leads that are looking to buy based largely on their trust of Phan’s beauty recommendations.

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