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DTC brands became too dependent on Facebook traffic. However, it seems iOS14 is making them rethink their media strategies and think about alternative traffic sources. One of the alternatives is, obviously, affiliate marketing. https://digiday.com/marketing/another-dtc-brand-diversifies-media-strategy/ #affiliatemarketing #DTC
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Santino Dummett on Mastering online media (YouTube, podcasts etc)I teach business and startups for free!Some time ago
INDIRECT income from YouTube gives a much higher income than DIRECT income (ad revenue) The money you can make is determined by your influencing power! Your influence is determined by a) how many views you have b) how likely those views are to result in an action (such as buying a product or visiting a website) This means that somebody with 1 million subscribers and 1.5M views per video, but an audience who doesnt engage well with your content, will have less influence than a channel with 10,000 subscribers who follow loyally and have a high engagement with your content! It is the influence of your channel, and NOT your views, which determines your indirect income from YouTube So for indirect methods you are selling your INFLUENCE in the same way an Instagram influencer or a football team sells their influence when they advertise The highest paying of these indirect methods is directly selling YOUR product or service on YouTube So if your channel talks about furniture (chairs, sofas, tables) and you have links to your own furniture shop in the video, then the aim is for people to see the video and buy furniture from YOUR shop! This way, you are using your influence to sell your own products, and this makes the maximum amount of money So if your channel is a gaming channel you could sell controllers, games, consoles, chairs and equipment on your own shop, and then anybody who wants to buy those items for themselves will be likely to click the links in your video and buy from your shop, because a) this is the easiest route for the customer because the links are easily available b) they have seen that exact item being used so they want that item rather than a rival item c) they are loyal to you and might want the exact one you use (brand loyalty) The second best way of making indirect income on YouTube (by selling your influence) is by advertising the products of other companies. There are two ways to do this: 1: affiliate links are links to products which viewers can click on, and if they make a purchase after clicking on your link, you receive a small cut of money. If this amount is, for example, 5%, it means that for every £1000 of products people buy after clicking your link, you make £50. This can be a lot when your channel naturally sells certain things, for example an aquarium channel could have lots of links to aquarium equipment which the videos organically promote, and sells thousands of pounds worth of products this way (although I would recommend starting your own shop online if you are selling large amounts of affiliate products) 2: sponsorship/ advertising. This is when a company pays you to openly sell or represent their product. Just like how Coca-Cola sponsors the Olympics, a headphones company might sponsor your ‘how to become a musician’ channel. This can be good because you know how much money you will be paid, whereas for affiliate links you don’t know how successful the links will be. However it needs to be done subtly because viewers tend to dislike open advertising on videos such as sponsorship, unless it is done well. The final and very useful way of making indirect income from YouTube is with a subscription donation! This can either be ‘support me on patreon so I can keep making videos for you’ or it can be ‘lets hit this target to fund something specific’. There will be a small number of viewers who like your content so much that they are happy to donate to you! There are channels with tens of thousands of patreon donors, so if you have 5,000 supporters on patreon and they average £2 per month, this will be an income of £120,000 a year just from your patreon supporters. A great way of increasing this number is to ask in a good way, and another is to give generously back to your supporters in some way (for example talking about them a lot or even giving them free things). For the second donation method, this is when you ask to raise money for a specific cause. For example if you have an embroidery channel you may want to raise money to buy a specific machine that will improve your videos, or raise money to get a batch made by a factory with your designs on (and anybody who donates gets free items after). So these are the best ways to make money INDIRECTLY by selling your influencing power on YouTube! Again, I typed this without notes on a busy day so if I have missed anything please let me know! I will be very busy for a few weeks so this will be very common for me for the timebeing! Next time we will look at HOW you grow a channel that has loyal followers who will engage strongly and give you the most influencing power Thank you for your time!
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