Editor’s note: Polina Haryacha is a Senior Brand Manager at My.com, where she focuses on strategic brand development for video games.
Earned media is stealing the show. According to Nielsen, 84 percent of consumers say they trust peer recommendations above all other sources of advertising. According to McKinsey and Deloitte, marketing-inspired word-of-mouth generates more than twice the sales of paid advertising, while people referred by loyal customers have a 37 percent higher retention rate.
So what does earned media have to do with YouTube? It’s all about the Influencers. YouTube Influencers are more popular among U.S. teens than mainstream celebrities. And with 100 hours of video uploaded per minute and 6 billion hours of viewership per month, that means YouTube is a force to be reckoned with when it comes to marketing your message.
The secret is certainly out. Companies around the world are recognizing the advantages of…
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