With more than 70% of U.S. brands and half of worldwide brands using content marketing strategies to reach consumers, the potential impact of video content for marketers is significant. And YouTube has become a major platform for video content marketing.

As YouTube content marketing is becoming more mainstream, there is a need to examine how market leaders adopt this platform for consumer engagement and branding campaigns. Dr. Sylvia Chan-Olmsted, University of Florid College of Journalism and Communications director of Media Consumer Research, and doctoral student Rang Wang wanted to understand how some brands have used YouTube in their content marketing campaign, including engagement formats and content appeals.

Posted: July 23, 2021
Category: Digest Only