Takeaways from the Entertainment Marketing Breakfast
– Lynn Lester, TheDrum.com @lynnsweettweet
The general consensus of the morning's speakers was that social media influencers are now starting to pick up the pace in becoming marketers' choice for brand advocacy.
YouTubers have the authenticity and personal relationship with their fans, something a Hollywood actor can't offer brands. And the interesting point was made by Abbey Thomas, SVP, Buyer Platforms, Auto and Entertainment at Tremor Video who said that "Millennials can now mention more social influencers than stars on the Hollywood walk of fame."
If social influencers don't like or respect a brand then there is no hope of a successful marriage between the two. The word 'authenticity' cropped up time and time again as every speaker hammered home the point that if brands want to gain the respect from their target audience, they need to allow YouTube creators to have a heavy hand in co-creating the content in order for it to work.
According to Grace Helbig, creator and host of the YouTube channel 'it'sGrace,' the bottom line is that if the content is not genuine then the audience will see right through it.
But it's not all about achieving the big engagement numbers advised Zach Gallagher, EVP, director of digital strategy of Deutsch LA. Counting the number of likes doesn't really do it for me". Another piece of advice to marketers came from Jeetendr Sehdev, Professor of Marketing at the University of Southern California; "Brands need to be brave and tap into what people really are thinking deep down. Tap into them and induce behavioral change."
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