As part of the Licensing University educational series (organized by the International Licensing Industry Merchandisers' Association), Ducard and moderator Richard Raddon, co-founder and co-chief executive officer of Zefr, spoke about YouTube’s influence in the last decade.
“YouTube drives engagements and love from its fan base and it turns into a large, massive audience,” said Ducard. “It really shows an opportunity for licensors to engage.”
Both Ducard and Raddon discussed the swift evolution that is taking place in the digital landscape.
Ducard also spoke about the "YouTube Kids" app, which launched in February. So far, the app has been given great reviews by its fans for its focus on what Ducard called “The Three Es” of content: "enriching content, entertaining engagement and exploratory content.” But what is truly making "YouTube Kids" a success is its parental control, says Ducard.
Ducard also noted how YouTube has influenced how celebrities interact with their fans. Citing the success of the film
The Fault in Our Stars
as a surprise hit due to the support of author John Green’s YouTube fan base.
Native advertising is now key for YouTube, as its creators are turning their passion into a profit. Ducard cited YouTube vloggers Bethany Mora and Michelle Phan as prime examples of creators who are turning into businesspeople. “They are their brand. These creators have an awareness, so they have been fans of a product for years not knowing a company would pay them to [promote them],” says Ducard.
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