In our previous two posts we gave some examples of how major brands are using Twitter and Facebook to promote and build online credibility.  In this last post in the series we look at YouTube:

YouTube

YouTube has more than 2 billion views every day. The average visitor spends 15 minutes on YouTube each day which is nearly 2 hours each week.

It is quite easy for anyone to upload a video, but that in itself will not guarantee any marketing advantage for your business. You also need viewers and subscribers. US Company BlendTec’s Will It Blend? campaign is an excellent example which shows the power of videos that go ‘viral.’ Home Depot’s ‘How-to videos’ show that  a slow but sure approach can be equally successful.

Back in 2006 the CEO of BlendTec, Tom Dickson, used unusual objects such as wooden boards, to demonstrate how powerful BlendTec blenders were.  The marketing team thought that this ‘wacky’ idea would make a great video.  The first ‘Will it Blend? Video was made and posted online.  Soon even stranger objects such as marbles, a garden rake, a McDonalds Happy meal and even an i-phone were used in subsequent videos and the series became an instant success.

The BlendTec campaign has now featured on every major TV network in the USA and the videos have had over 100 million collective views on YouTube.  The simple idea of ‘extreme blending’ became an internet sensation and Blendtec’s sales rocketed as a result.

So what can we learn from the BlendTec Will It Blend? Videos campaign?

  • Viral videos will push people’s emotional buttons. They can be funny, shocking, and addictive.
  • Engage with the community. BlendTec asked people for suggestions for what they should blend next. Find ways to get your involved and feel part of it.
  • Use things that are ‘current’ to add a buzz to your videos. BlendTec have recently blended Nikes and iPhones.

The Blendtec approach of extreme product demonstration will not be appropriate for every business of course. Some will be better served with providing great, easy to understand how-to videos. So let us have a look at another example – US DIY giant, Home Depot.

Home Depot’s YouTube channel isn’t particularly remarkable and the videos are not a viral success, however, they do make a real difference to the company’s sales revenues. Home Depot has established itself as an expert you can trust in the world of DIY.  They will not just sell you the right tools for the job, they will show you how to use them as well.

Their YouTube videos are easy to follow, straightforward and informative. They all feature the products that are actually sold by Home Depot.  The videos are not hard-selling infomercials, nor are they refined, slick video productions, they offer good, honest no-nonsense advice.

If your products are suitable for ‘how-to videos’ go out and buy yourself a cheap video camera such as the ‘Flip’ and start filming!  It is a low-cost but effective way to generate great traffic, increase your brand awareness and build your online reputation.

The most important lesson to remember about social media marketing is that it is all about creating relationships. As with any relationship that means some give and take.

Listen to what people are saying, and you might be pleasantly surprised at what you hear.

If you would like more information about social media marketing please leave a message below or visit WSI IMS – WSI Internet Marketing Services for UK Business.

Chris Griffin
Chris Griffin
Chris has been a Digital Marketing Consultant since 2005. Since 2007 he has specialised in Search Engine Marketing, both Paid Search and Organic SEO. He has an excellent record of helping businesses of all sizes, both in the UK and overseas, to achieve their online marketing goals.

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