“
Ready for a new year?
This is the title that French youtuber Marie Lopez (6 million subscribers), better known under the pseudonym EnjoyPhoenix, chose for the first video of her "
vlogmas
", published on December 1.
“
Vlogmas
” are the contraction of the English word “
vlogs
” and “
Christmas
”.
They designate a format of videos broadcast throughout the month of December.
So many mini advent calendars offered by youtubers.
First popularized in Anglo-Saxon countries with personalities like Zoe Sugg (5 million subscribers), the trend conquered Europe in a decade and is constantly being renewed.
In practice, the subscriber follows the YouTuber throughout the month: from making the Christmas tree to buying gifts, including preparations for New Year's Eve... The flow of content is uninterrupted.
An ideal way to mobilize your audience at a time of year when the cold and the low level of sunshine push the ratings to stay at home.
"
December is a competitive month where a large number of viewers can potentially click, watch and subscribe to the content broadcast
", analyze Zima and June, who run the Internet Product channel on YouTube and are specialized, for one in marketing and influence and the other in sociology.
"
Launching vlogmas allows me to retain a sometimes volatile audience
," adds Cléo Cameleo, who has hosted his "
Cleo
" channel since 2012 (187,000 subscribers).
Indeed, in December 2021, more than 41 million French people aged 18 and over watched at least 22 minutes of videos on the platform every day, reports Médiamétrie.
From
“
vlogmas
”
to
“
podmas
”
The content offer has grown over the years.
To emerge in an increasingly competitive market, Youtubers are concocting new formulas intended to distinguish themselves.
YouTuber Anna Rvr now offers the “
Contre-Soirée
” podcast, hosted by Acast.
For the first time, she decided to decline it in a "
podmas
": until Christmas Eve, a new daily episode will be put online... And the recipe works.
“
Contre-Soirée
” rose to second place in the French rankings on Spotify and the episodes of its advent calendar are regularly among the most listened to on the platform.
“
By posting a daily podcast, the content creators we support have already tripled their audience compared to November
,” notes Cédric Begoc, France content director for Acast.
A daily podcast sometimes more effective than a video to meet this need to publish frequently.
In terms of advertising, retaining your audience is synonymous with an “
RPM (revenue per thousand monetized views) which increases in December
”, indicate Zima and June of the Internet Product channel.
50,000 euros for a partnership
The key to this overdiffusion comes in fact the possibility of establishing collaborations.
“
With the holiday season, brand marketing budgets increase.
They're willing to pay more in December to run their pre-holiday ads
,” Zima and June note.
"
It's a period that allows you to be visible to brands
," confirms youtuber Cléo Cameleo.
Collaborations often result in product placements and contests at the beginning or end of the video.
Thus, in a single week of Vlogmas, Marie Lopez (EnjoyPhoenix) won her community two Galatea rings, an XPERIA IV phone or even a night for two at the Novotel in London.
Partnership remuneration table according to the Kolsquare agency.
Kolsquare
However, depending on his number of subscribers and views, the YouTuber's remuneration for such product placements can go up "
up to 50,000 euros
" or even "
several hundred thousand euros for channels that exceed 3 million subscribers
», Analyzes Quentin Bordage, director of Kolsquare, a platform that connects brands and content creators.
His agency evaluated the price of partnerships according to the social network.
Before the holidays, the competitions offered by YouTubers, via Instagram posts, are estimated at around a hundred euros for accounts with 10,000 subscribers and more than 25,000 euros for accounts exceeding 3 million.
Another brand target: family channels with children.
In December, they may devote several videos to testing a toy.
"
A whole video costs on average between 10,000 and 50,000 euros
", notes Quentin Bordage.
The “podmas” could also become a new source of income for creators.
“
This year, brands are discovering these audio advent calendars, in 2023 they will position themselves
,” analyzes Cédric Begoc from Acast.
The format makes it possible to offer a new market to streaming platforms: the podcasts offered by youtubers make it possible to rejuvenate their audience.
“
The proportion of 15-25 year olds who listen to podcasts has doubled in 2022
”, notes the director of content Acast France.
Younger listeners and, by extension, new customers...synonymous with so many opportunities for brands.
