This month’s issue of Internet Retailer reported on a different way to tap into the marketing potential of YouTube. Instead of starting their own YouTube channel and building traffic over time, online merchant BeautyChoice.com wanted to jumpstart the process.
Their tack was to go where the traffic already was. They started by identifying some 40 makeup artists and beauty bloggers who already had a strong presence on YouTube. BeautyChoice.com then contacted the group and offered to pay them for creating and posting videos showing BeautyChoice.com products and mentioning the company’s name.
In the year and half since the program started, traffic to the site has more than quadrupled to 200,000 unique visitors per month. Aside from paid search – which BeautyChoice.com has cut by 90% since the YouTube campaign launched – the company does no other advertising.
An interesting approach, and one that companies in many industries could take advantage of.