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Vlogging is definitely a ‘thing’. There are thousands of vloggers out there, recording millions of hours of video featuring anything from beauty tips and critiquing to eating dinner, unboxing and playing video games.

Growing up in the digital era

Vlogging has become a significant part of life for Millennials. With quick and easy access to the Internet, the rise of YouTube and social media channels, growing up is a very different experience for the digital generation. Most kids in the developed world have a personal computer, which now usually comes with a built-in camera and access to the Internet. Millennials can watch, record and share videos at a click of a button. According to an Acumen Report, video for young people is so much more than mere entertainment.

“Video is educational, stress-relieving, and—most importantly—keeps youth connected and included among their peers.“

Vlogging - Report
The emergence of the Vlogger

2007 saw the peak of blogging. With almost half the UK’s population reading and subscribing to blogs, the written word was king of the interwebs. But back in 2005, a little video sharing platform called YouTube was founded, and thus the end of the blogging era had begun. Early adopters were video blogging as far back as 2000, but vlogging experienced a strong increase in popularity in 2005, with no signs of slowing down today. The stage for a new-age self-expression, YouTube is now home to hundreds of thousands of live vlogs, with millions of daily views. Vlogging has allowed a form of creative freedom to emerge that traditional forms of media, like TV, simply can’t accommodate. YouTube created a Partner Program for people and business who wanted to make money from their video content. According to the video hosting platform: 

The number of YouTube Partner channels increased from 30,000 in 2011 to over 1 million in 2013

The business side of vlogging

The so-called ‘narcissistic generation’, Millennials now have fast and easy access to a gigantic audience. And their love of the limelight is paying off. Paying off BIG TIME. 26 year-old Zoe Elizabeth Sugg (a.k.a. Zoella) created her YouTube account in 2007 and currently has a 10 million-deep following. With over 730,853,294 views over the lifetime of the channel, it’s quite obvious that Zoella’s vlogs are popular. Vlogging - Zoella She has also written a couple of books, has gone on tour and is the girlfriend of another popular vlogger, Alfie Deyes of Pointless Blog fame. Together, the vlogging power-couple have over 15 million subscribers. Felix Kjellberg, a.k.a. PewDiePie, a Swedish YouTube star, has over 43.5 million subscribers to his vlog channel that’s all about playing video games. He grew his following in just 6 years and his videos resulted in – wait for it… 11,896,675,435 views combined! Vlogging - PewDiePie PRETTY IMPRESSIVE. What’s even more impressive is PewDiePie topping the Forbes Top Earning YouTube Stars list in 2015. At an estimated $12 million, PewDiePie is earning, what some might call a decent income through vlogging. While take-home earnings of vloggers like Zoella and Pointless Blog are speculative at best, we’d be forgiven for assuming that they won’t be looking for a 9 to 5-er any time soon.

YouTube estimates earnings of the top 1,000 vloggers to come in at around $23K + per month – through advertising revenue alone.

Successful vloggers can earn income from sponsorships, merchandise deals, paid channel subscriptions and multi-channel networks (MCN).

Vlogging – the new marketing model

For marketers who are looking for a way to reach the sought-after Millennial market are increasingly look to vloggers for help. Influencer marketing has exploded as a popular way to increase brand awareness and reach. Millennials seem to hate ads more than any other generation – so breaking through to them presents a great challenge for marketers. Influencers, such as vloggers, are trusted sources of information, unlike brand advertisements. Using popular vloggers to promote a brand or product can greatly increase brand awareness, reach and trust in a target market.

The moral of the story

Vlogging seems to be the tool of the moment for people with something to say and brands looking to reach a certain market. No matter which side of the vlogging space you’re on – make sure you do your research and plan ahead! Not sure if vlogging is for you? Read Blogging vs Vlogging: Choosing the Right Tool for You!