Unless you haven’t been using the internet for the last few years (or don’t watch America’s Got Talent!), you have heard of You Tube, the video sharing website where users can upload videos for others to watch.
Launched in 2005, by early 2009, YouTube had 83 million unique visitors per month, was the fifth biggest brand on the interned, and Credit Suisse estimated that over 40 per cent of streamed videos in the US go through YouTube.
Though comparable to being contagious, a ‘viral’ ad is one that spreads without a push from marketers. The YouTube video for Old Spice, The Man Your Man Could Smell Like, is a perfect example.
(Watch it now to see how they’ve leveraged an already great commercial using Twitter and YouTube – http://www.youtube. com watch?v=-owGykVbfgUE.)
The original video has almost 18,000,000 views as of this writing!
How would your business do with even a fraction of that kind of visibility? Although viral videos can have a much stronger impact than their initial marketing investment, getting something to go viral can be difficult. Fortunately, this isn’t the only benefit to YouTube.
1. You can use YouTube to advertise for new employees by showing what you have to offer and what they can expect.
2. How-To Videos. People are always looking for information on how to do things. A branded how-to video will give people a taste of what you have to offer and people will be drawn to the useful info.
3. PR and company communications. News releases can be very dry. A PR video, however, enables people to hear directly from you.
4. Market research. Posting a new ad on YouTube before you put it on TV can give you free, instant and honest feedback. With the site’s metrics, you can also gauge who is watching the video, where they live, and how they rate your video.
5. Training and employee communication. Businesses that have to deal with a lot of freelancers with a wide variety of computers and interfaces know that showing a video directly to all of them at the same time can be a major headache. In contrast, almost everyone can watch YouTube videos in their spare time. It may not be the most secure method to deliver employee communications, but it can save you a lot of hassle.
6. Deliver sales pitches to clients. Sometimes you want to create a strong pitch to a few selected clients. A custom-made video on YouTube can work well for real estate agents, decorators, even dog groomers – any business person whose personality is a part of their business. Embedding custom videos to your blog or website can make those sites more engaging and encourages people to spend more time on them.
7. Cultivating a brand. A restaurant that wants people to find it fun, wacky and engaging might make videos showcasing their friendly staff and delicious food. A natural products manufacturer might show off the good things that go into their products. Adding YouTube videos to your site will not only create a hard pitch, but will also help people associate certain emotions with your company or business.
A well-executed video with the right title and content can have viral impacts for your brand, especially if your video reaches the most viewed pages. There are also numerous other ways to optimize your videos, but coming up with an interesting concept and being aware of title, tagging, and thumbnail image, should each be key components of your strategy.
Consider YouTube the next time you are stuck with a business problem, or perhaps looking to launch a product/service – and it might be the best solution for your brand strategy!
• SANJU GANGLANI is the President of Gang&lani Productions, a Mississauga-based custom marketing services company and co-founder, brand & land. Write to Sanju at firstname.lastname@example.org. With over seven years of experience with the largest Fortune 500 companies, Sanju Ganglani specializes in brand management, web marketing, event management and revenue generation planning. Visit www.gangandlani-productions.com or www.brandandland.com for more information
Posted: Dec 4, 2010