Concept: Using Youtube as a platform to attain users. This will not only provide advertisement but entertaining content for viewers to share (endless marketing). Another key aspect is to create a viral trend. Viral trends are when video concepts become a “thing” and many YouTubers hop on the bandwagon and make their own version surrounded that idea. This will then create free advertising as you are only paying for one Youtuber. The ad that keeps on giving.
In the pudding: Shane Dawson made a video letting a Postmate employee spend his money without telling them what to get and then interviewed him about the “behind the scenes” stuff. This video got over 6,000,000 views. Note that it was also not a sponsored video.
Method: Sponsor a well-known Youtuber to create a video titled “I used Postmates for everything for a week.” This video will be a Youtuber using Postmates to go about her/his life. Meaning, everything they eat will be delivered by Postmates. Everything they wear will be bought by Postmates, this includes makeup. Basically, this video will show the convenience of Postmates and how much easier life can be if you use them. It also shows that Postmates is not just a food delivery platform, rather, it is an all-around delivery service. From food to makeup, they will deliver anything. In addition to making the video, the viewers will be provided a discount code that if they sign up using they will get x amount of money added to their account. Free money. But when they start using Postmates, they will realize how much better their life is and will begin to spend their own money on it.
Further analysis: Trends are everything when it comes to Youtube. Many YouTubers strive to create trending videos that will get them more views and more subscribers. By creating a trend, Youtubers get shoutouts on each channel that does this video idea which leads viewers back to their channel. Current trends include storytimes, buying what the person in front of me buys, radical dares and challenges, and mukbangs. Many companies have realized that this marketing method is the smartest way to reach target audiences and to generate users. Companies that have done so include SeatGeek, Honey, and Audible.