Scobie picks out some great way brands might tackle the challenge of YouTube.
Finding a Brand Audience
Scobie is quick to point out the central challenge that any content creator on YouTube faces – finding an audience.
For brands this can be a difficult proposition. Many Content Creators on YouTube are producing video content purely for entertainment – monetisation makes it possible to do this full time. A great example is YouTube Computer Game Play content, a subject I’ve covered before.
At the end of the day brands have products and services to sell. While promotional videos can and should in many cases be entertaining, there is a limit to the audience reach that can be achieved when you are selling.
Scobie has some very useful ideas for Brands to consider when using YouTube. Working with established YouTube content creators is a interesting way to jump start a YouTube campaign:
- Shared Association
- Advertising Possibilities
These may not be automatically considered due to the necessity of sharing control of that brand image to some degree.
Location Location Location
While these are great points it also depends on using YouTube as the primary viewing platform. One of YouTube’s killer features is that video can be embedded elsewhere – like a Marketing Blog. Working with and learning from content creators are great ideas but also learning where best to deploy your video content can also be key.
Listen and Learn
Another great point that Scobie makes is that successful content creators are those that listen to their audience. My favourite YouTube category again: Game Play Creators listen to what game types are popular with their viewers. If retro 90’s PC games are proving popular, then thats what creators give them hopefully resulting in higher viewing numbers and better ad revenue.
Listen and Create
While it may not be possible for all brands to show all aspects of the business or product there is some common sense to the message. Give your audience what they want! If your audience whats to know something more about you or your product – tell them in video.
Some big brands have already started implementing this video strategy. In 2014 McDonalds headed off criticism in the press over the quality of its ingredients with a behind the scenes look at their manufacturing process.
This is certainly a big change from the playful countryside farms and smiley happy faces we generally see in McDonalds adverts. It is however very effective, with over 7 million videos since December 2014. Plus they have a genuine Mythbuster in their video, WIN.
Scobie is right on the money when he points out the Content Creators should be careful what brands they work with. This can adversely affect their viewing numbers and so their income. Some brands have very strong, popular public images but have somewhat spotty records. YouTube comment sections are legendary for ‘colourful discussion’ and so can be a breeding ground for critical remarks on brands.
The other side of the coin is that Brands should be careful which Content Creators they work with. There are plenty to choose from across 100’s of categories. But it’s important to remember that YouTube is a platform for free expression and discussion.
Some content creators and their subscribers may choose to use what many would consider to be adult language in the videos and comments. This is going to limit their brand compatibility, despite their popularity.
YouTube can tell you a great deal about how your video is performing. The YouTube Analytics can give users of the platform very detailed information on who is viewing their content as well as what parts are more popular than others.
Adaptive Brand Content
Having access to the analytic information and taking it on board is the key to improvement. But only if a brand commits to the platform. Scobie rounds off his tips session by reminding us that using a platform like YouTube is not a short term proposition and likely your first attempt will fail!
Use the analytics, refine the idea, adapt the brand to the platform and the audience.
Asking for Help
Tackling YouTube or another video platform without the experience of using video before can be daunting. There’s no harm in taking baby steps. Simple short one shot videos can be a good way to start.
However if you want to make more of an impact with your video content strategy its best to talk to a professional. If you have questions on how Video Content on YouTube or other platforms and sites can help you and your brand, get in touch with Workshop Media.