by Denise Giacin*
User generated content is all the rage. So, it’s no wonder that YouTube’s popularity has continued to grow over the past five years. (You can check out YouTube’s “birthday” celebration channel here.)
While YouTube has become a place to show off your dance moves, rant about politics, or promote your garage band, among other things – it’s also become a useful tool for media professionals looking to connect and engage with their constituents and to promote and market their brands, clients, and concepts to consumers in visually stimulating ways. (Even my BurrellesLuce colleague Johna Burke has begun to interview PR professionals at various industry events and posting videos on YouTube like the one below.)
By using YouTube to engage consumers, marketing and public relations professionals are creating a lasting impression…perhaps even more lasting and with a farther reach than even they may realize.
For instance, earlier this week, I received an email from an online events company promoting the Discovery and National Geographic King Tut New York City exhibition in midtown Manhattan. While the advertisement itself did catch my eye, the piece that won me over to buy tickets was the YouTube video included on the web page. The video is captivating and really motivated me to check out the exhibition. Not only that, but I forwarded the video to a few friends and now they would like to go with me. If I wanted to, I could also post the video on Facebook and Twitter which would give the exhibition even more exposure.
YouTube videos are in an easy-to-share format, allowing people to quickly pass along information without taking much time or energy. The passing along of information in such a way can create a “viral video,” which has the potential to do great things for your brand. (But remember, each brand or organization must determine their own measure for “viral” that makes sense with their overall communication plan.) Having your YouTube video passed along by a consumer sends a powerful message: The consumer is actually telling the recipient this is something worth checking out – in other words, the act of sharing a video becomes a digital form of word of mouth. And even if viewers aren’t necessarily sharing the physical video online, they may still be discussing it offline.
A recent PC World article by Daniel Ionescu called “YouTube Beats Prime Time TV On 5th Birthday” states, “Google-owned video sharing site YouTube is celebrating its fifth anniversary on a roll: the company announced that it is now serving more than two billion videos per day, which is nearly double the audience of U.S. prime-time television.” With an audience like this size, organizations that aren’t already doing so should really take advantage of YouTube to give their brand the greatest exposure – assuming it makes sense with their overall communications strategy.
Is YouTube a medium that’s worked for you in the past? How are you utilizing YouTube to promote your brand? I would love to hear your success stories!
Bio: Prior to joining the BurrellesLuce Client Service team in 2008, Denise worked in the marketing industry for three years. She holds a bachelor’s degree in communications from the University of Connecticut, where she gained experience interning in PR and working for student organizations. By engaging readers on the Fresh Ideas blog Denise hopes to further her understanding of client needs. In her spare time, she is passionate about Team in Training (The Leukemia & Lymphoma Society’s charity sports training program) and baking cupcakes. Her claim to fame: red velvet cupcakes with cream cheese frosting. LinkedIn: dgiacin Twitter: BurrellesLuce Facebook: BurrellesLuce