YouTube: The best kept secret in social media marketing
Since its inception, YouTube has emerged as the transmission platform largest global online videos. Site statistics are striking: a day are performed 3,000 million views and videos are included in tens of millions of sites around the web.
YouTube offers possibilities as a tool for online marketing are endless. Then Silvina Moschini, CEO & Founder of Intuic, share examples of successful campaigns on the platform and reveals the keys to exploit the commercial potential of YouTube.
Old Spice, Ford and Blendtec have developed successful campaigns designed exclusively for broadcast on YouTube. The video portal is an efficient way to build loyalty to consumers, encouraging their participation and strengthen their brand engagement tool.
As you read this text, millions of people around the world are viewing and uploading videos to the web through YouTube. The latest statistics show that, every minute, boaters up to this platform the equivalent of 48 hours of content. In addition, about 3,000 million videos are viewed every day by users on the Google owned platform.
YouTube has become a fundamental and indispensable tool when developing an online marketing campaign, even as much as Facebook, Twitter and LinkedIn. Of course, it is a platform that usually requires greater efforts of production and a relatively higher budget marketing.Anyway, the truth is that, thanks to its degree of penetration and impact on consumers, is an unavoidable option for brands, which has already yielded excellent results for large, small and medium enterprises.
Major companies like Old Spice and Ford have already developed successful campaigns designed exclusively for broadcast on YouTube that can be taken as an example for any brand that wants to develop an effective action in the online environment.
In the case of men’s fragrances company, the original video action The Man Your Man Could Smell Like has so far more than 35 million views. In addition, more than 100 pieces were generated from interaction with boaters through the comments, and each of them has an average of approximately 100,000 visualizations.
For its part, the American automaker Ford created an original action called The Fiesta Movement, which was to distribute 100 units of its new Fiesta among young people who have “a strong presence on the web, the ability to create compelling stories in video and hunger adventure”. In return, participants must commit to “missions” with the car (usually involving a trip or visit a tourist attraction), film them and upload them to their profiles on YouTube. The campaign was a complete success, Ford managed 4.3 million views on the social network, sold 10,000 units of the new car in its first six days of sale and 500,000 in the first year.
The Blendtec case
But the most interesting case undoubtedly is Blendtec, a small American company dedicated to the manufacture of blenders. The company was relatively known among culinary professionals, but had failed to penetrate strongly in the universe of household consumers. However, the brand became a real hit the online world and managed to position its line of devices for home thanks to an action on YouTube called Will It Blend? (Will be mixed?).
The campaign consists of a series of original videos featuring the company president, Tom Dickson, who, dressed as a kind of scientist working in his laboratory tests its products by using them to mix as foreign objects such as golf balls, a garden rake, an iPhone or an iPad 2. the campaign, which at the beginning had an initial budget of $ 50, achieved a resounding success, Dickson became a true personality of the online world and sales of Blendtec posted growth amazing about 500%.
While users spend more time online and are turning to daily consumption of media on the web, brands must sharpen their creativity and keep looking for original ways to differentiate themselves from their competitors. In this regard, networks of audiovisual content such as YouTube are showing high efficiency, especially as tools for loyalty boaters, encourage their participation and commitment to strengthen its brands. This can translate into excellent results for brands both in terms of visibility and in regard to business results.