Samenvatting

YouTube is the second most visited website on the Internet where people search for information, inspiration and entertainment. This creates numerous opportunities for marketers who use YouTube to attract their target audiences. BimBimBikes therefore decided to conduct a research on video marketing on YouTube. The objective of this research is to investigate how can BimBimBikes market its brand through video marketing on YouTube to increase its online brand awareness.
The main question of this research was formulated as follows: “How can BimBimBikes exploit video marketing on YouTube to increase its online brand awareness?”. It was answered with the help of additional sub-questions that were approached with a desk and experimental research.
The findings of the research discovered the importance of attention span of Internet users and its impact on the development of video advertising techniques. A bumper ad – a YouTube advertising format was investigated in detail but did not prove to be effective for BimBimBikes. However, further investigation revealed that other forms of short-form messaging were more suitable for BimBimBikes, especially with the application of seven principles of the Theory of Influence.
It was concluded that BimBimBikes should continue to apply short-form messaging techniques to its video content together with the seven principles of influence in order to increase its online brand awareness. Furthermore, the conducted experiment in the execution phase suggested additional options for the distribution of BimBimBikes’ video content which was retargeting and should be therefore further investigated.