How to Rock YouTube (Especially If You’re Not BlendTec)
I’ll be honest with you: I don’t give a rat’s arse whether something blends… but I’d still watch those Blendtec videos from time to time. They’re funny. Witty. And relax me in between writing different pieces of content.
As a result, I have the company’s name firmly embedded in my memory now (and before you ask, no, I don’t own their blender…yet…)
YouTube marketing works, and it comes as no surprise. After all, YouTube has already been deemed the World’s 2nd search engine. And a busy one too. A billion of users view 4 billion videos on the site per day.
It’s no wonder companies see YouTube as another great opportunity to promote their products.
The question is, though, how to do it… especially if you’re not BlendTec.
That’s what I’m going to show you in this post. We’ll discuss different ways you could promote your business on YouTube.
Ready? Let’s begin…
#1. Post YouTube Videos to Launch New Products or Announce Features
Tell me:
What’s the one thing you need to launch a product?
A dedicated fan base eagerly waiting to get their hands on it? Perhaps. But that’s something reserved for already well-recognized brands.
A promotional campaign that’s going to introduce it to the market? Sure.
Then again, if you’re launching a completely new product, what you need the most is a buzz.
You need people to talk about your new product and share news about it with everyone they know. And to achieve that you need a medium that allows for all this to happen and offers exposure to a huge audience.
You need YouTube.
Here’s a quick example. Dollar Shave Club has made waves with their first video.
In fact, the clip, originally posted on March 6, 2012, to YouTube drove so much visibility and traffic to the company’s site that it even crashed their servers….in the first hour after the launch!
But here’s the catch:
According to this Quora thread, the whole thing cost Dollar Shave Club only $4500, took one day to shoot in the company’s warehouse and got them 11 million views and coverage pretty much everywhere.
An impressive return for a relatively small investment, I’m sure you’ll agree.
What’s the lesson from this example?
With its astonishing traffic, YouTube offers an unparalleled opportunity to introduce a new product to the market.
And to show you that we don’t just preach some average advice…here’s our latest video changelog clip announcing new AdEspresso features.
#2. Use User Generated Content to Promote Your Business
Target does it.
So does AirBnB.
Independent Lens asked Journey fans to record themselves singing the band’s hit “Don’t stop believing” and then created a video out of the submissions to promote Don’t Stop Believin’: Everyman’s Journey.
Target asked high school juniors to post videos of them reading college acceptance letters, resulting in a touching YouTube clip.
In 2013, GoPro’s net income grew by $28million with just $41k extra marketing costs. How is that possible? The company embraced user-generated content, like this video of a Linkedin manager wearing their camera on his head for an entire day:
And so, if you can inspire your audience to do something for you and then collect their entries in a YouTube clip… do it.
Because you see, user-generated content rocks.
According to Crowdtap, Fifty-nine percent of millennials say they use UGC to inform their purchase decisions about major electronics. That’s followed by cars (54%), major appliances (53%), mobile phones (46%), hotels (45%), and travel plans (40%). (source)
Reevo, a consumer reviews platform, reports that 70% of buyers, rate peer recommendations and reviews higher than professional content. (source)
And according to Kissmetrics, 25% of search results for the world’s largest brands deliver user-generated content. (source)
#3. Show Product in Use
I’m sure you face this challenge every day:
How to showcase and sell the benefits of your products to someone on the other side of the computer screen.
Sure, it’s dead easy if you sell software. You can just give someone a demo access and voila; they can see the value your product provides.
But what if you sell t-shirts? Or handmade laptop sleeves.
One way is to use photography. And I agree good photos can highlight a product’s benefits and show the uniqueness of whatever you’re selling.
But they’ll never give someone a true sense of how it’s going to be when they own product.
A video on the other hand…
It lets you showcase the product in use and give a potential buyer a true sense of ownership.
And tell a story behind it to make your product memorable.
#4. Ask Customers to Record Product Reviews
I’m sure you know this already:
YouTube reviews can sell your product.
64% of buyers use YouTube reviews to make a decision about purchasing electronics products.
And 26% turn to the video sharing site for shopping inspiration. Take unboxing videos for inspiration. In 2015 alone, US YouTube users have watched 60 million of hours of someone else opening a box with a new product.
Crazy, right?
Then again, don’t tell me you don’t like to watch someone using a product you’re thinking of buying?
But there’s another reason YouTube reviews are so popular:
Most of us trust them more than any other form of product information.
As buyers, we consider them more trustworthy than any piece of marketing content a brand might release about a product.
And so…
Ask your customers to record and upload videos with their thoughts on your products.
I agree, it’s not an easy task. The chances are that you might have to devise a competition or another strategy to convince them to do it.
But given the benefits of having YouTube reviews, it might be well worth it.
Another strategy is to approach influential vloggers for reviews. A lot of beauty industry companies already use this strategy to build up their YouTube presence.
#5. Record Tutorials
When you come to think of it, most people come to YouTube for just a handful of reasons:
They seek entertainment. And sure, those lolcats videos provide plenty.
They want to validate their future buying choices. We talked about this already earlier in this post.
And they seek advice on how to do something. That’s why content such as tutorials fares way better than branded videos, for example.
So, finally, record videos demonstrating how to use your product.
You can record a simple walkthrough to help new users get started.
Or record a series of videos tackling the most common problems they face when using the app
What do you think?
Are these strategies enough to rock YouTube (without trying to become like Blendtec)?
Let us know in the comments.
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