Now, product companies and YouTubers can share products faster and easier than ever... for free.
Since launching our private beta early last spring, Content BLVD has quickly become one of the most exciting marketing tools in a rapidly evolving media landscape. We make it dead simple to get products featured in YouTube videos, and we're on a path to do much more. Our beta is now open to the public!
Click here to see how it works.
What Makes Content BLVD Different
Today, effective product marketing requires more than brand awareness. More even than "branded content." Definitely more than ads. Consumers aren't convinced by the things companies have to say. They want social proof-- independent, trusted sources of product information and insight-- to feel good about buying a product.
Maybe they just want to know if it's cool. They can't turn to company websites to learn that. They turn to places like YouTube for authentic video content from people they trust. Not more advertisements.
YouTube creators have the audience, and more importantly, they have the trust. Our marketplace helps companies tap into that trust by sharing their products directly with YouTubers, quickly and easily. Unlike other influencer marketing platforms, product companies can secure unpaid product placements through Content BLVD for nothing more than the cost of the product.
In other words, companies share products with YouTubers who would like them purely for the purpose of using them in reviews or how-to videos, because products make great content! Not because they're getting paid to make a sponsored video which must be disclosed as such-- a type of ad.
Getting products into YouTube videos as unpaid placements is important for three big reasons.
- Unpaid placements are considered editorial content, or earned media, not advertising. That means YouTubers have creative control over what they produce, and can remain independent of the companies they choose to share with their audiences. It's just like PR in which a reporter writes about a new product without being paid to endorse it.
- Because videos with unpaid placements are not ads, they can be used again and again to help create additional awareness through organic search, and even help drive product sales right on a company's website.
- Unpaid deals create opportunities for thousands of smaller product companies and YouTube channels who have been cut out of the expensive sponsored video market. Now, many more products have a real shot at being discovered, while smaller YouTube channels have many more opportunities to share worthwhile products with their audiences.
And by making our marketplace completely free, we're growing Content BLVD into the most active and engaged influencer marketing community in the world. Unpaid product placement deals are a core component, but they're just one part of our vision.
Why We're Doing It
We believe in leveling the playing field for smaller companies, as well as for thousands of YouTube channels who proudly serve their loyal viewers. We don't think it's fair that only the companies with the biggest marketing budgets can win. Nor do we think only the biggest YouTube channels should have a chance to work with companies.
We're building Content BLVD for product companies and YouTubers to help both parties to find each other, build relationships, and create the kind of marketing that consumers actually enjoy.
At the same time, we are working on a number of premium features companies can use to gain more benefit from their influencer marketing efforts, while also providing means for influencers to get paid. The media business is no longer about network TV, newspapers and magazines. Every person with a YouTube channel owns his or her own media property, and has the attention of an audience, no matter it's size. We think that's worth something and YouTubers deserve to earn revenue like any other media property does.
We're Growing Crazy Fast
To date, over 4,200 YouTube channels have joined Content BLVD, reaching a total audience of over 132 million subscribers. While YouTubers do care about the companies they work with, they care about their audiences even more. That's why they're on the hunt for new products-- to be the source of information their audiences crave.
Effective product marketers know that to truly reach an audience, you can't orchestrate your own social proof. Which is why 1,700 product companies have taken the plunge on Content BLVD and have shared their products with YouTubers over 6,000 times.
We're happy to say that videos featuring products from Content BLVD have captured 11.4 million views!
Here's the coolest thing about those statistics: We did it despite being an invite-only platform, operating on a limited feature set. Now that our private beta days our over, things are about to get real. Opening up our beta to the public while also making it free will allow more products and more YouTubers to enter our ecosystem, creating new opportunities for all users to get more of what they want.
To make it easier for users to interact, we've improved YouTuber profiles, added in-app messaging, and we've given YouTubers a way to tell companies the type of video they intend to create when offering to feature a product. More improvements like these are rolling out almost every week.
If you haven't already listed a product to share with YouTubers, now's the perfect time! There's no cost, no risk, and no obligation.
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