In 2005, three former PayPal employees discovered how they could make money off people’s love for user-generated content. Video-sharing site YouTube is the second-largest search engine and the third-most visited website in the world, behind Google and Facebook. The site receives more than 1 billion unique monthly visitors, with roughly 6 billion hours worth of videos viewed each month. While it can be easy to assume the site is only home to vloggers trying to make a name for themselves and build a fanbase, YouTube remains as an excellent communication tactic for marketing and public relations practitioners to create brand awareness and build an online community.
Pic Source: We Heart It
YouTube is an extremely useful communication and marketing tool, that many businesses underestimate. Harley-Davidson’s YouTube channel creates a storytelling presence through its regular video uploads, which keep fans engaged through commenting, subscribing, sharing and always coming back for more updates. Online blog Social Media Today outlines 8 effective ways to use YouTube for business, starting with ensuring the company has a branded YouTube channel. Content marketing agency Brafton has also included their top 10 ways to optimise your business with YouTube, through a clever infographic available here.
As with blogging and Facebook pages, it is important to remember that an online fanbase does happen overnight. The key to YouTube success is to post regularly and ensure the storytelling videos truly represent the brand and aligns with the organisation’s overall, long-term marketing strategy.