Eighty six percent of U.S. companies with 100 or more employees use social media as
a part of their marketing efforts, however only 36 percent use YouTube. This is a surprisingly
low number considering YouTube video ads drive about a 20 percent increase in trafﬁc to a
company’s website. So why don’t more companies use the platform?
For one, a small to medium business may not have the money or proper equipment for
the production of a YouTube campaign. They look at those created by popular
company-giants such as Dove and Coco Cola and think they can’t keep up. This may
be true, but the good news is…no one expects you to keep up.
Videos are the richest communication medium second to being face-to-face. They are
able to convey feeling and personality, and require the least amount of work from
viewers (consumers are lazy, you know this!). Within 30 seconds, you can inform and
entertain your audience, peak their interest, and drive them to perform the action you
want from them. Budget and production quality aside, there are plenty of simple, yet
creative ways to use YouTube to get your small business into motion. And we’re rolling…
5 ways YOU can use YouTube
1.) Show the love
If your business is a service, asking clients to describe their experience with you is a
great way to promote yourself. Get a few friendly faces on camera giving brief examples
of what your company was able to do for them. This allows others to see you are a
trustworthy business and put value in your customers.
2.) Make history
Literally. Make a brief video with the president, founder, or CEO of the company taking
the audience back to its humble beginnings. Include footage or pictures from the past to
show the evolution of success. Remember, we’re all suckers for the old “pull yourself up
by the boot straps” tale.
3.) Behind the scenes
Maybe it’s just because we’re a nosey society, but we’re fascinated by the people
behind a brand. Show clips of company rituals: prank pulling, dance-party fridays,
community service projects, pets visiting the ofﬁce. This gives you personality and is
able to allow your audience to identify with the company employees, making them more
inclined to be loyal to you rather than other business that are just a name and logo. Be
careful not to get too personal- bathroom breaks, unauthorized eating contests, hidden
camera clips or anything else that’s creepy.
4.) Find your Future
Are you hiring? If so, videos can be a great way to engage potential employees. Think
about it: wouldn’t you be more enthused to apply for a job if a smiling employee was
asking for your resume as opposed to an old-school scanned black and white?
5.) The old ‘How-To’
Instructional and demonstrative videos are compelling because they beneﬁt the viewer.
Just as this blog is providing you with knowledge on how to use YouTube (we hope,)
make “Three easy steps how to…”, or “Ways to…” videos. You will stand out among
other companies because you’re helping viewers, having their best interest in mind.
Remember: Be transparent, keep it simple, reference back to your other sites, and most
importantly, use new media to your advantage!