YouTube isn’t just for the entertainment industry and home movie enthusiasts. Businesses are getting creative by harnessing its power to reach customers. Video for businesses can mean a lot more than advertising. Used the right way, YouTube could get a product or service in front of new customers and keep them coming back for more.
Possibly the most entertaining example of this is Blendtec’s YouTube series, Will it Blend?. As the name suggests, episodes test the power of Blendtec’s products by blending various objects. The genius of this series is in their choice of objects to blend. Each time a major device comes to market (for example, a new iPhone), Blendtec is the first to get its hands on it and blend it to bits. Imogen Heap even enlisted the help of Blendtec to blend together meaningful objects tied to the recording and promotion of her new album. This brilliant use of tent-pole programming appeals to what viewers are already searching for and gets the company’s product in front of a huge audience. Even if viewers might not particularly be in the market for a new blender, they’re certainly going to think of Blendtec when they are.
Maybe less entertaining but equally as effective is Williams-Sonoma’s appetizing YouTube channel. The kitchenware company sells a huge variety of top-of-the-line kitchen appliances and gadgets. Using their YouTube channel to showcase featured items has given Williams-Sonoma a great opportunity to show their products in action. Let’s say I’ve stumbled upon a video featuring their new waffle maker. Not only do they show the product, but they also show you how to use it and how to make a delicious food item at the same time. So now that I’m dying for a waffle maker, I’ve got a head start and know just where to buy one.
YouTubing for businesses isn’t only limited to kitchen items. Companies like Troy Lee Designs have come up with creative ways to include the physical space of their store, showing off cool products at the same time. The motocross race shop sells everything from helmets to hardware and has a facility that begs a visit. To show it all off, they decided to have InsiderMX swing by and fly a GoPro strapped to an RC helicopter through the shop. This point-of-view perspective gives viewers a glimpse of what the shop is about and urges them to swing by to see it for themselves.
Thinking out of the box can really give businesses an edge. A creative YouTube channel can help level with potential customers and give them an honest view into what a company is about. Whether it’s a sense of humor with any given product or a hands-on demonstration, incorporating YouTube can help businesses reach a potentially huge audience. Entertaining viewers this way gives them something to remember — without having to beg for a sale.