[eyegor]

When I last worked in a consumer tech startup, our best ROI by far was paying tech youtubers or doing targeted ads to tech categories on youtube. Being in a startup I was vaguely aware of marketing efforts but I was never involved directly, so I can't say why or how that was discovered. All I know is my coworkers dealing with marketing said the roi and conversion rates specifically for youtube far outstripped traditional targeted tech ads through google or facebook. Of course this may have been because we weren't great at advertising, so your mileage may vary.

[Nasrudith]

I suspect it was probably because of trust. An openly gifted reviewer gives more trustworthiness than just video ads or underhanded shills.

Given that you were probably smaller and not commodity priced to move I guess that sort of "honesty" helped move it better if people could closer to try before they buy.

[anticsapp]

Did you guys try paid YouTube ads? Or simply behind the scenes sponsored content marketing?