Let them entertain: Vloggers and Disclosure

The top 12 Youtube Vlogger are entertainers;

They are like Demetri Martin, they entertain for a profession and when a brand wants to align with them it can sometimes look really good.
Such as the Martin + Microsoft = 'Clearficiation' series

They are like Hilltop Hoods, who are entertainers who have commercial deals with brands, in particular DC (they have to wear DC at every show). However, you do not hear them mention this during one of their shows.

They are peformers...They put on a show...They act.

John Laws does not act, he is seen as news source an information source.

They are definitely not like Rene Rivkin, Rene gave financial advice that people trusted. When he had a vested interest people's money was at risk.

At the end of the day in my opinion;

-Vloggers need to disclose any commercial deals. I think that it should be on their profile homepage, I don’t think it needs to be on the video.

-The best Vloggers will put their community first. If there is no fit they will not engage in commercial terms, no matter how much financial or other value they stand to gain

Mark Pollard asked me a good question yesterday;

Show me an example of a good whisper campaign?

I think you could extend this to show me an example of a good campaign using Youtube stars which is either whisper or full disclosure?

UPDATE: 12:20PM 25/02/09
I ask and they answer

Examples of Good Branded Campaigns;
I beat you and KevJumba

Fred and Zipit

Blog TV and number of famous Vloggers

Thanks Nat for the examples, if anyone has any more please share.


Daniel Oyston said...

I think that the point of disclosure almost needs to come from the other direction. If you are Vlogger then "why not' disclose the sponsorship?

If it really is a fit and worth your audience knowing then why hide it? You should be proud to be associated with a brand.

But deep down they might know it isn't really ok and that is why they don't disclose it.

Jye Smith said...

What about endorsements? Surely the brands realise that the people they endorse align with their values: perhaps this is the line that brands should take with vloggers?

I'd call the hilltop hoods an endorsement (mainly for the lack of announcement on stage etc) just like ESP use to endorse Metallica, or Ibanez to Steve Vai.

On the other hand, Korn just wore ADIDAS cause they loved it and have always said there is no arrangement there, and they proved that when they started their own clothing brand.

I think people are allowed to love brands too. So maybe if Ibanez offered me guitars and money, then sure, I'd offer some juicy blog spots ;)

Anonymous said...

Disclosure is essential if we don't want a two-tiered system where journos or media personalities need to disclose but bloggers, vloggers and others who essentially provide the same service, don't.

Without a consistent approach across all media, we'd end up with Lawsy or Jonesy becoming vloggers as a convenient loophole around their financial arrangements

natalie tran said...

While the Tourism Queensland campaign didn't go down so well, a vlogger named "HappySlip" just took the Grand Bronze Anvil Award and the Anvil Award of Excellence for her campaign for tourism in the Philippines.

Blendtec is quite obviously a campaign but wow, it's a great one.

Blogtv had a fantastic and successful campaign.

I think ibeatyou's campaign was done well.

T-Mobile, Sony and Starburst had nice little campaigns.

The most subscribed vlogger on the site, "Fred", is sponsored by zipit and also attempts several campaigns for other brands as well.

Despite the smh article (Julian's blog :) ) about the Lie to Me Campaign, how was that unsuccessful? It accumulated millions of views in total including responses and most people on youtube are fully aware that it's a campaign. The handing out of FOX tshirts was quite obvious.

I think it's easy to sit back and say, "full disclosure is necessary" if you take vloggers to be individuals vlogging nothing but their own personal beliefs, feelings and ideas. This is after all what hooked people onto Lonelygirl15. Unfortunately, it's not that simple and I would say it's rare to find anyone on the front page of youtube who doesn't have an agent.

As a wise Julian Cole once told me, "I think it's important to give back to the community" and I think as long as this requirement is being fulfilled, the rest is up to the vlogger.

Julian Cole said...

@Nat, I have to agree with you on the Lie to Me, I thought it was a good example and it linked in with most vloggers content. It did not feel out of place.

I think Blog.tv is a good example, I have not seen HappySlip Philippines Tourism stuff but going to go find it, you got a URL?

The Ibeatyou, wow I covered that back in May 08 and was a big fan of it then.
I didnt know KevJumba was the reason Jessica Alba responded, that I agree is a good example of how it can work.

Thanks for all those examples, it seems that technology/entertainment brands work best in this area.

Do you think something like a link to a page with the commercial agreements on their homepage could be accepted amongst Vloggers?

@DanielOyston I think when there is a perfect fit then there is no need to hide the link, however I can understand that it would take away from the story in a number of cases. Such as in The Stare comp

I cannot imagaine them starting that with, This is a paid spot by 'I beat you'

@JyeSmith I agree we do sometimes just love brands, I can't wait till the day that Nike Air sponsors me! :)

@Kimota Is there not a difference between entertainment and news sources?

I can understand what you are saying about Laws jumping to another channel but if there was a blanket rule on everything then wouldn't we need to pull television shows and films into line with the number of endorsement deals they have. What about music video clips as well.

Chris Brown is my favourite on this
0:27 what the hell is that?!?!

Anonymous said...

I agree with Daniel's point: why NOT disclose?

Also @Nat I don't see Blendtec or T-Mobile as the same beast.

@Julian I still need to get clear on what we're arguing about or if we're arguing... or if we're violently agreeing:
Whisper campaigns aren't cool

Anonymous said...

So Laws is news now? He was entertainment in exactly the same as a blogger is entertainment - spouting what are supposed to be his personal opinions interspersed with shocking music choices. And television has the same conditions - it isn't peculiar to radio. I think the reader or viewer likes to know if an opinion they are placing stock by is paid for. Word of mouth is hugely powerful as a marketing tool, but to the consumer there is a major difference between unsolicitied recommendation (such as Korn with Adidas or a friend telling you about a restaurant they enjoyed) and a paid endorsement that may otherwise be no more valuable that Pat Rafter spruiking online florists or 'active underwear' or whichever other brand has just driven a truck of cash to his door.

In essence, I think Daniel's comment sums it up best - the only reason not to announce the sponsorshipp is a fear that it would be negatively received. What does that tell us about the tactic?

Bones Lawley said...

Hey Jules, feel free to delet this, I've just finally got back from India and have responded to your 7 things thing. Thanks brew.

Anonymous said...

I think may have I found it! Thanks for helping me out so much!

Anonymous said...

Whеn ѕomеonе wrіtes аn article hе/she κееps the imagе of a uѕer
in his/her braіn thаt how a user сan unԁerstanԁ it.
Therefоre that's why this post is outstdanding. Thanks!

my web site ... money
My webpage > best loan site

Anonymous said...

Have you ever thought about adding a little bit more than just your articles?
I mean, what you say is fundamental and everything. But just imagine if you added some great visuals or videos to give your
posts more, "pop"! Your content is excellent but with pics and clips, this blog could definitely be one of
the greatest in its field. Terrific blog!

Here is my blog: vacation rental property for sale

Anonymous said...

Does your blog have a contact page? I'm having trouble locating it but, I'd like to shoot you an
email. I've got some ideas for your blog you might be interested in hearing. Either way, great website and I look forward to seeing it grow over time.

my weblog; gas furnace cost savings

Anonymous said...

Hey! I was curious to know if setting up a blogging site such
your own: http://www.blogger.com/comment.
g?blogID=36421318&postID=4895914553807884573 is difficult to do for unskilled people?

I have been wanting to set up my own blog
for a while now but have been turned off because I've always assumed it required tons of work. What do you think? Thanks

Here is my web blog; in home repair

Anonymous said...

My developer is trying to convince me to move
to .net from PHP. I have always disliked the idea because of the costs.
But he's tryiong none the less. I've been using WordPress on several websites
for about a year and am worried about switching to another platform.
I have heard great things about blogengine.net. Is there a way
I can transfer all my wordpress posts into it? Any help would be really appreciated!

Stop by my webpage :: home electrical circuits

Anonymous said...

Greetings from Florida! I'm bored at work so I decided to browse your website on my iphone during lunch break. I love the knowledge you present here and can't wait
to take a look when I get home. I'm amazed at how quick your blog loaded on my cell phone .. I'm not even using WIFI, just
3G .. Anyhow, good blog!

Review my website - heating and cooling repair

Anonymous said...

Hi! This is kind of off topic but I need some advice from an established blog.
Is it hard to set up your own blog? I'm not very techincal but I can figure things out pretty fast. I'm thinking about setting up my own but
I'm not sure where to begin. Do you have any tips or suggestions? With thanks

my web page; rs232 protocol analyzer

Anonymous said...

We stumbled over here from a different page and thought I may as well check things out.
I like what I see so now i'm following you. Look forward to exploring your web page again.

Also visit my website; http://journals.fotki.com/

Anonymous said...

I'm starting up a new internet blog directory and was wanting to know if I can submit your site? I'm hoping to grow my directory gradually by hand so that it maintains top quality.
I will make sure and put your website in the correct category and I'll also use, "Blogger: Adspace Pioneers" as your anchor text. Be sure to let me know if this is ok with you by e-mailing me at: joannhess@bigstring.com. Many thanks

My web site; beach vacation rentals in myrtle beach sc

Anonymous said...

Hmm is anyone else having problems with the images on this blog loading?
I'm trying to determine if its a problem on my end or if it's the blog.
Any feedback would be greatly appreciated.

my webpage; short term residential rental agreement

Anonymous said...

Aw, this was an еxсeptіonally good post.
Таking а few minuteѕ and aсtual effoгt
to makе a very gοoԁ article, but ωhat can I say, I procrastinate a whole lot
and never seem to get anything ԁone.

Feеl free to suгf tо my web-ѕite
- fast cash advance payday loan

Anonymous said...

What's up, this weekend is pleasant in favor of me, since this moment i am reading this enormous informative article here at my residence.

Also visit my web page :: paydayloanshut1b.com

Anonymous said...

I'm extremely impressed with your writing skills as well as with the layout on your weblog. Is this a paid theme or did you customize it yourself? Either way keep up the excellent quality writing, it is rare to see a nice blog like this one today.

Feel free to visit my web site - stretch mark lotion

Anonymous said...

This website truly has all of the information I needed concerning this subject
and didn't know who to ask.

my homepage: Fundraisingconference.De

Anonymous said...

I visited various blogs except the audio quality for audio songs current at this web site is really fabulous.

My weblog; demo.phpfoxturkey.Com

Anonymous said...

Will ԁo - I'll add them next week, when I'vе
got a few hours frее.

Ѕtop by my ρage loans broker

Anonymous said...

Thank you for every other wonderful post. Where else may just anyone
get that kind of info in such a perfect manner of writing?

I've a presentation next week, and I'm at the search for such info.

My web-site: journals.fotki.com