Samenvatting

The main purpose of this dissertation is to find out how companies can use Youtubers for the
promotion of their products, and how companies can do this in an efficient way. The central
question of this research will be: “ How can companies use Youtubers to promote their roducts?”
In order to answer this question successfully desk and field research will be done. Several online articles and books about social media, Youtube in particular, have been used. Besides written articles, Youtube videos have also been used to gain knowledge about the background of several Youtubers. A survey was also conducted under Youtube followers, varying in age from 12 till 27+. Youtube is an accessible platfom, this can be considered as a strength, there are different kinds of platforms with different interests for everyone. For companies it is interesting to target on young people between 12 and 27. This target group uses Youtube on a daily basis and is familiar with the platform. There are several popular Youtubers who gained a lot of followers with their channels. These Youtubers gained the trust of the followers and can therefore be used by companies for the promotion of products. These Youtubers can be seen as brand ambassadors, when companies send products to these Youtubers, they will give the brand exposure on their channel. Apart from sending products to a Youtuber for exposure, a company can also make a sponsored video on a Youtube channel. Financial rewards are in order for this kind of exposure, and are therefore alone for the popular Youtubers. Since the Youtube market has not been satiated yet, it is an excellent time now for companies to engage with Youtube marketing.