If you're a social media manager, you know that video is
where it's at. Video content is easy to consume
and it's entertaining. But from a digital marketing perspective, it is a simple way to teach potential customers about your product and leave a lasting impression on your audience.
But don't
just take our word for it. A whopping
97% of consumers report that video has helped to increase their understanding of a product. Moreover,
90% of consumers also say that video helps them to make purchasing decisions.
So, if you want to convert those casual browsers to loyal consumers, it seems that video is a lucrative pathway to follow.
But before we get ahead of ourselves,
media update's Taylor Goodman takes a look at three top brand YouTube channels and what makes them
so successful. You never know — you might just feel inspired to create videos of your own.
Let's get visual:
Subscribers: 14.2 million
Views: 17.8 billion
Many brands make the mistake of using YouTube to redistribute content that was either made for TV or for other platforms. LEGO, however, doesn't fall into this bracket, as it is known for its charming, entertaining content that caters to both adults and children alike.
The brand shares a variety of content in multiple languages, where users can see the colourful bricks and figurines come to life.
LEGO's channel is the
most popular brand channel on Youtube — and for good reason. It offers its audience a
diverse array of content, which is always of the highest quality. Whether it's brand partnerships with the likes of Disney or Lamborgini, or seasons long of the popular LEGO Friends show — if it's a variety you want, it's a variety you get!
But LEGO isn't just here for the
oohs and
ahhs; it also creates content that aims to
educate and
enlighten its audience. An example of this would be its 'Build It Be It' series, where the brand chats with accomplished women working in unique career paths.
This series aims to educate younger audiences about the importance of creativity and self-expression regardless of the career path a person may choose.
So, what can you learn from LEGO's approach to YouTube? Possibly the biggest takeaway here is to create video content that adds value to their audience’s life.
LEGO is constantly mixing up its video formats to keep the consumer engaged and interested, and it certainly seems to be paying off!
Subscribers: 8.22 million
Views: 7.22 billion
As the digital space is populated with hundreds (if not thousands) of brands, it can be difficult to find ways to get your content to stand out in the sea of competitors. If you struggle with this, then you should look to Vat19 for inspiration.
Vat19 is an e-commerce store that is known for its unique offering of quirky gadgets, toys and devices. From the 'world's largest gummy bear' to a mini pyro fire shooter, you can find it.
What makes Vat19 stand out on YouTube is its out-of-the-box video ideas, which showcase its products. Vat19's channel allows the consumer to see its exceptional offerings in action with equally kooky product demos, challenges, commercials and stunts.
So, what are some key takeaways from Vat19's channel?
Definitely that the sky's the limit in terms of video ideas — the crazier the better, in fact!
The brand has mastered the art of creating original content that its audience can't get enough of. It doesn't hurt that its videos also illustrate the quality of its products without being overly salesy.
Nice!
Subscribers: 10.4 million
Views: 3.33 billion views
It's a rare occurrence that many of us can get through our day without googling
something. So as one of the most recognisable brands in the world, Google doesn't have to go all out on its YouTube channel — but it does it
anyway.
Google has become notorious for its 'Year in Search' campaign, which summaries major milestones and collective memories of the year. For many, this campaign has helped us to look back on a year that’s passed and feel that twinge of nostalgia.
These videos are emotional and carry powerful messages. It speaks highly of Google's YouTube channel that this singular campaign can resonate with millions of people and warm
just as many hearts.
But Google is not limited to these types of videos; it also creates hundreds of high-quality, informative videos that aim to
educate its audience — not just on offerings but on the world in general.
This is another example of a brand creating content that adds value to its viewers' lives. This illustrates the importance of cutting through the noise by creating top-notch
content with a purpose.
Google also has hit the goldmine by partnering with celebrities and well-known figures on videos, allowing it to capitalise on its reach.
So, what can you learn from Google's approach to YouTube? Well, in summary,
a lot. Google creates content with a purpose, which is always of the highest quality. Its videos are also relatively short and easy to consume, proving that you can convey important messages
concisely and they are
just as effective.
What's more, Google knows how to tug on its audience's heartstrings and draw emotion out in viewers with inspirational content.
That's what we're talking about!
What is your favourite branded YouTube channels? Be sure to let us know in the comments section below.
Need some more inspiration on how you can improve your video content for social media? Then be sure to read A guide to #winning on LinkedIn with video.
*Image courtesy of Unsplash.