233) The Vlogger's Dilemma

Brandfreak ended last week with a post on haul videos and their prevalence around the holiday season. For those unfamiliar, haul videos are videos in which someone talks about their latest "haul" - in Macbarbie07's case, her latest make-up shopping spree (home girl buys a LOT of make-up).

I'd argue that haul videos are nothing new, and certainly not a holiday-centric phenomenon. But I do agree that haul videos and the vloggers (video + blogger) who make them have tremendous sway in terms of pushing product. The authenticity and natural enthusiasm that is almost inherent in these straight-to-camera videos speaks volumes more than any ad campaign could. And it follows an accepted truth - that we are much more likely to trust our friends' reviews than a brand's claims.

These YouTube vloggers build up a bevy of loyal followers, essentially becoming that "friend" that everyone trusts. It doesn't matter that Macbarbie07's brand loyalty is spotty at best - she highlights different products and brands every month - her viewers will follow. And it's easy to see why. Bethany, the 15-year-old girl behind Macbarbie07 (she makes me feel like an incredibly late bloomer) is articulate, well-spoken, personable and passionate and knowledgeable about make-up in her videos.

Rest assured, brands have taken notice. Long-time make-up vlogger Michelle Phan posted this video back in February, sharing the news that Lancome had hired her as their official video make-up artist.



While Michelle assured her viewers that she would still feature other brands, and that she would never endorse a product she didn't believe in, the cynics can't help but wonder whether her pull as a vlogger has been tainted (see her very next video - one long Lancome plug, much?). So far, there hasn't been enough flak to warrant brands using a more hands-off approach. But one wonders how much weight an organic product mentioning in a haul video carries versus a for-pay review. Perhaps surrendering a little control will in the end translate into more sales.