In addition to its incredible success as the de facto portal for video uploads and viewing, YouTube is itself a community. For brands, it provides additional viable opportunities to spark discussion with followers. It’s a place to build relationships and create a space for users to converse with each other about branded content.
Just as Facebook has become an incredibly popular place for brands to maintain a dialogue with their customers, YouTube offers a similar opportunity, although the conversation is driven primarily by video content. Treating YouTube not only as a platform for video distribution, but as a forum for engagement deepens the customer experience.
So how do companies make the most of the conversations happening on YouTube?
1. Start With Great Content
Whether you’re a popular consumer brand or an emerging B2B company, engaging content that prompts discussion and social pass-along requires outside-the-box thinking to make an impression (pun intended). Like any other content provided to social audiences, videos on YouTube must be engaging and compelling enough to spark those discussions and encourage sharing.
A classic example of this is “Will it Blend?” Blendtec’s famous video campaign that purées popular gadgets is an ingenious way to captivate viewers while demonstrating the power of the product. The ROI equaled its creativity, with sales jumping 700% since the campaign started four years ago. Great content brings users to your channel and your videos; engaging them once they arrive is another challenge.
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