| Résumé : |
This seminar paper aims to determine which creative strategies are the most efficient regarding brand engagement on YouTube. We analyzed 21 YouTube videos: 14 branded videos uploaded on branded YouTube channels and 7 co-created with an important YouTuber influencer and uploaded on the YouTuber’s channel. The videos analyzed use one of these three creative strategies as their major characteristic: co created, humor, removing the brand from the core content. Many definitions and formulas exist to define brand engagement, especially on YouTube. We chose to use metrics using the number of views, number of comments and number of likes to calculate engagement ratios adapted to the YouTube community uses and habits. We found the following:(1) Co-creation with important YouTuber influencers yield likes and comments, hence positive brand associations. (2) The use of humor as the major creative strategy yields views and contributes to the video’s virality, hence create brand awareness and positive associations. |
Ajouter le résultat dans votre panier Faire une suggestion Affiner la rechercheHow can video branded-content be shaped to increase brand engagement on YouTube? / 2018
