|Who is most influential when it comes to telling people what an organisation is all about?
As Danielle Tiedt, Chief Marketing Officer of YouTube, noted recently, 20 years ago it was marketers who were responsible for defining their brand. However, she doesn’t believe this is the case anymore, arguing: “At the most fundamental level, the people who use your product are the people defining your brand because they can talk about it [and] read about it.” And, YouTube know about this more than most, as it’s become a vital platform for brand advocacy.
Anyone can now create videos and share advice, recommendations and opinions on just about everything. And some of these people are generating sizeable followings, to the point where businesses and charities are starting to take notice. Since consumers are being guided more and more by the views of online commentators, YouTube vloggers in particular have set themselves up as highly influential and trusted figures.
A number of prominent high street brands and charities have sought to tap into this craze and get prominent vloggers on board. And what’s more, the public seem to trust these individuals as they don’t seem to have a vested interest in the subjects they talk about.
So could online influencers help to drum up interest in your cause?
Look for videos linked to your mission
The video was made for Project for Awesome (P4A), YouTube and Google’s annual fundraising initiative that encourages people to make vlogs to attract donations to good causes. P4A pledges to match the overall fundraising total raised across the whole campaign and split the figure between the 5 vlogs with the most views.
Since Charlie was personally invested in The Alzheimer’s Society cause, the tie-up looked genuine and well-intentioned, which is essential if you are trying to capitalise on the trust YouTube users have in certain vloggers.
Charlie’s vlog on behalf of the charity now has more than 660,000 views and counting, so it’s clear to see how a campaign along these lines can help an organisation get its message out there to people who possibly wouldn’t hear it otherwise.
Steer YouTube creators in your direction
These were uploaded to Mind’s YouTube channel and have racked up thousands of views, positive comments and shares on social media. These videos have proved to be more than a promotional tool for the charity. As the online comments show, they’ve also become an inspiring and helpful support resource for other people with mental health problem – and are therefore playing a positive role in dealing with this ongoing issue.
Build a relationship with key influencers
Don’t be too controlling
Such exposure can only be a good thing for a charity that wants to win hearts and minds and secure a steady stream of donations. Vloggers are seen as the epitome of authenticity and trustworthiness among a staggering number of people and therefore could appear a very credible endorsement for your charity.
Sources / Further Reading