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Selling your idea Nina van Jong & Je Wil Wat Roos van Stemmingmakers Onderzoeksopzet Kwantitief onderzoek 2.496 respondenten Gemiddelde leeftijd 15,6 Meisjes (60,8%), jongens (38,3%) Vwo (54,2%), havo (31,7%), vmbo (12,1%) Onderzoeksopzet Kwalitatief onderzoek 12 gesprekken van 60 - 90 minuten 6 meisjes / 6 jongens 12 - 19 jaar Alle niveaus Social media landschap 2017 YouTuber vs. Vlogger Een YouTuber is iemand die content maakt voor YouTube Een vlogger is iemand die zichzelf filmt bij wat hij/zij doet Frequentie YouTube Actief vs. Passief Categorieën 1. Persoonlijke vlogs / life vlogs 48,6% 2. Humor / pranks 41,9% 3. Videoclips 39,4% 4. Gaming vlogs 38,5% 5. Tutorials 33,3% 6. Reviews 31,0% 7. DIY’s 30,6% 8. Actualiteiten 23,9% 9. Q&A’s 23,0% 10. Fashion vlogs 21,6% Wie staan er in de top 3? Enzo Knol StukTV Buzzfeed Liza Koshy #BOOS Beautygloss Pewdiepie Dylan Haegens Top 10 accounts 1. StukTV 2. #BOOS 3. Dylan Haegens 4. Buzzfeed 5. Kalvijn 6. Beautygloss 7. Pewdiepie 8. Liza Koshy 9. Enzo Knol 10. Casey Neistat Motieven Online reclame 1. Geen 57,0% 2. Gesponsord vlog of video op YouTube 20,1% 3. Advertentie op Instagram 14,1% 4. Banner op een website 10,7% 5. Gesponsord artikel 10,1% 6. Advertentie op Facebook 6,5% 7. Gesponsord kanaal op Snapchat 4% 8. Anders 3,2% Klikken op een advertentie 1. Als het relevant is op dat moment 2. Aansprekend en nieuwsgierigmakend 3. Voordeel/korting 4. Bekend merk 5. Bekende persoon Merken die positief opvallen 1. Coca-cola 2. Nike 3. Zalando 4. Dove *Ook veel genoemd zijn goede doelen & maatschappelijke boodschappen Kortom... 1. Herkenning & identiteit zijn belangrijk 2. Het voelt authentiek 3. Jongeren staan positief tegenover merken en organisaties die hen proberen te bereiken via vloggers en influencers 4. Vooral producten vallen op 5. Relevantie is het allerbelangrijkste in jongerencommunicatie, online en offline. Kanalen reclame open dagen Deze gegevens komen uit het Studiekeuzeonderzoek (Stemmingmakers, november 2016) Maar… bij studiekeuze? Wil je 500.000 views en 5 aanmeldingen op je open dag? OF Wil je 100.000 views en 20 aanmeldingen op je open dag? Take aways ● Kijk niet alleen naar bereik ● Relevant persoon (hoeft niet altijd een vlogger te zijn) ● Hou het echt & eigen ervaring van vlogger ● Duik écht in de belevingswereld van jongeren Meer weten? We gaan ons onderzoek in delen publiceren, op thema. Thema’s: ● Internetgedrag & offline media ● Social media gebruik ● YouTube & adverteren ● E-mailmarketing & nieuwsbrieven Laat je visitekaartje achter :-) Koffie drinken? Nina Hoek van Dijke Roos Smetsers Jong & Je Wil Wat Stemmingmakers http://www.jongenjewilwat.nl http://www.stemmingmakers.nl [email protected] [email protected] 040 - 7370316 030 - 2721378 06 - 13399803 06 - 29257809.

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