유튜브 브랜드 채널 콘텐츠의 커뮤니케이션 전략

초록

The current study focuses on the leading platform for online video consumption, YouTube, especially, brand channel contents. Since the YouTube brand channel is important as a new communication tool, this study tries to grasp the overall characteristics and content of the videos of YouTube brand channels. Therefore, this study conducted content analysis focusing on message strategy and tactics, and exploring consumer responses to them. A total of 600 videos were selected from 100 YouTube brand channels and analyzed based on content types, message strategies, and source types. The result showed that each product category exhibited different characteristics, such as message strategies and tactics. Second, the content emphasizing product attributes or benefits was related to high levels of consumer responses. Some types were supported to have higher impacts on consumer’s responses than other types. Interestingly, the longer the length of the video, the less likely viewers were to watch it. Some strategic suggestions and implications for further studies are provided.

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