As the fan economy takes over, YouTube launches a content marketing offensive (Part 1): Seizing the business opportunities of niche loyal fans, professional knowledge-based YouTubers are increasing...

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Talented YouTubers highly recommended by YouTube Taiwan: Foodies, Men’s Game Playthings, Astor Street Fashion, Bike-In Net and National Crazy Bike Bar

On the afternoon of February 8, Google held a media gathering to recruit experts from all walks of life. Peggy Chan, YouTube Taiwan and Hong Kong Partner Manager, shared YouTube’s observations and specific actions on this “fan economy”.

In addition to the popularity of popular YouTubers such as comedy and e-sports, YouTube is currently blowing up another “talent trend”. In every small professional field, you can find YouTubers working intensively to capture fan groups who have knowledge needs in specific fields. For brand manufacturers, there is undoubtedly an additional channel for promotional content.

Peggy Chen explained in the briefing the report “The values ​​of YouTube” jointly released by Google and 2and2, pointing out that 70% of users around the world will directly go to YouTube to find answers when they encounter problems, and 86% of users will go to YouTube regularly to watch videos and learn new knowledge.

Surprisingly, YouTube is currently the second largest search platform after its big brother, Google? What’s even more interesting is that most users use it to find solutions to problems. It seems that the era of using text-based answers or walk-throughs to answer questions is gradually moving away. What the public now wants is “walk-through answers” (http://www.chinesewords.org/dict/140633-847.html) that “just do it and show it to me.” Therefore, using live audio and video explanations may be the fastest way.

For friends who want to run personal self-media or corporate [self-media] (https://zh.wikipedia.org/wiki/%E8%87%AA%E5%AA%92%E4%BD%93) and impress the target audience through content marketing, this “just do it again and show me” method is an important revelation. Perhaps due to cost and time constraints, it is impossible to record videos in person or by using Internet celebrities, but at least you can use detailed pictures and text to explain the details, rather than just promoting product features, in order to win the trust and support of the target audience.

Observation of user social behavior on YouTube

Another key point shared by Peggy Chen is the social behavior patterns of users on YouTube. The steps users typically take to find answers on YouTube are:

Search for answers → Topic recommendation → Fan subscription → Share and interact → Generate trust and influence

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YouTube Taiwan and Hong Kong partnership manager Peggy Chen explains the fan business opportunities to the public.

At first, users go to YouTube to find answers, most of which are in the repair category (car repair, house repair…). Then they watch YouTube’s recommended videos. After watching a YouTuber whose style they like, they subscribe to his channel. Fans then interact with the YouTuber to exchange their experiences. In the end, the successful YouTuber can use examples to convince die-hard fans to pay for it.

This is similar to the trilogy of “Keep, Set, Kill” by the main players in the stock market. They first attract users with low prices, then detain users, and finally harvest and take profits.

There are many interactive tools to attract passers-by and become loyal fans.

YouTube also provides many tools that allow YouTubers to retain viewers who were just passing by before entering the entire cycle of raising followers.

• Messages and private messages: important tools for YouTubers to learn about audience reactions.

• Share: Probably the most commonly used tool by ordinary people.

• Subscription: A tool to expand YouTuber’s influence.

• Live broadcast: Currently the most popular type used by YouTubers, it attracts fans quickly.

• Social paging: Use posts to interact with the audience.

• Sponsorship mechanism: This function is currently only available on gaming channels. Fans can choose monthly sponsorship to support YouTubers.

• SuperChat: Applicable to all eligible channels, it can instantly reward YouTubers to increase their income.

• YouTube Reels limited-time dynamic messages: Currently, Taiwan has not opened this limited-time dynamic message function.

In the next article, we will introduce these Taiwanese amateur YouTubers recommended by YouTube. How do they work hard to create content? And, how do you interact with the audience and develop loyal fans?

★ Image source: Live shooting of YouTube press conference, provided by Google Taiwan

★ Content Hacker Book Club: The power of content: don’t sell products! Use “content marketing” to let customers come to you! [Registration now]

★ To improve your content power, please don’t miss the online course “[Content Power: The Super Power of Building Brands] (https://goo.gl/9hgqc2)“

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Further reading

• The fan economy is in power, YouTube launches a content marketing offensive (Part 2): Performing in mountains and seas, professional YouTubers go all out to attract fans
• The era of super, short, and fast movies
• Let YouTube tell you, who is the most successful advertising video in Taiwan in the first quarter of 2018?

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