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Creative Ways to Utilize YouTube as a Marketing Channel
January 11, 2010
There are a variety of ways to utilize YouTube as a marketing channel and I've seen some very creative videos take social media marketing to the next level. A great example is Blendtec, they have been promoting their products on YouTube for quite some time now. The most memorable instance I can recall was them placing an iPhone 3G into a blender and it taking about 8 seconds to be completely pulverized. The thing that got me most about this video was I was expecting to see them chop up some kind of food item and instead saw them annihilate a brand-new iPhone 3G. Talk about surprising. Another crazy thing about this video is that it has only taken a little over a year to generate over 4 million views. To put it in plain English, this brand has been able to give its company 4 million pairs of eyeballs looking at its products in a new market online. If they had decided to utilize some other form of marketing medium I can guarantee it would've cost them a tremendous amount of money to generate 4 million impressions to any of their products.
The trick in their case seemed to be their creative usage as it relates to their brand since no one is expecting to see the types of things they are blending with their product. It seems primarily with Websites like YouTube that to get a users attention off the wall or crazy videos must be submitted to go viral. Not all brands have the luxury of creating wild videos to be placed on YouTube, but every company has the opportunity to make creative videos that showcase their brands doing something in a unique manner. The key thing to remember here is that if you are trying to promote a video on YouTube you have to be able to showcase your products and/or services in a way that grabs the attention of users interacting within this space. Here's where marketers make a major mistake, they try to create bland videos and showcase them to users who are really not interested in seeing every day product and service promotions. As long as you keep this in mind when creating videos to be placed within YouTube you have a much better chance of having your videos go viral. Blendtec is a great example of a company that was willing to take a risk in the social media space and that risk totally paid off.
All posts by Brett Lane
posted by Brett Lane at January 11, 2010 07:07 PM
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Comments
Great Post! Marketing solutions are always hard to implement on new websites such as youtube and for instance Google Streetview.
Articles such as these are always good to read! Thanks!!
Posted by: Mark van Loon at January 12, 2010 10:30 AM
Brett,
I agree with you that creating a bland video will not catch the attention of consumers. Having a background in video production, I have seen promotional videos that were unoriginal, bland and even too long get little response from consumers for those reasons.
I have also seen poorly made videos turn off customers as well. I once saw this video where the gentleman who shot it clearly had no idea how to frame up shots, put microphones in proper places and use proper lighting. As a result, those elements of the video were distracting and the message was lost.
Jeff
Posted by: Jeff Sabo at January 29, 2010 12:03 PM