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How to Succeed with Your Corporate YouTube Channel

Posted by Kim Moseman on April 14, 2016

YouTube’s momentum is mind boggling. It has over a billion unique users, and its reach is higher among young Americans than any single cable network. From 2014 to 2015, the amount of time people spent watching YouTube videos increased by 60%, and the number of people watching has increased by 40% since March 2014.

The question is whether or not YouTube is an effective marketing channel. Below, we’re going to explore exactly why YouTube is effective for businesses of all sizes and take a look at companies who are already using YouTube successfully.

Why You Need a YouTube Channel

Putting together a YouTube channel for some corporations may not seem as important as other marketing channels, but it’s the only way to reach certain parts of your audience. Today, 18% of the U.S. market used to have cable but unsubscribed in favor of streaming services. By 2025, it’s estimated that this number will reach 50% for all U.S. adults under the age of 30.

There are a lot of other reasons to be really excited about what YouTube can do for your company. Here are some compelling statistics about the effectiveness of a strong YouTube channel:

    • Replacing a portion of traditional TV advertising with YouTube videos increases a campaign’s ROI 46% of the time, especially among Millennials.
    • Watching a YouTube video for at least 30 seconds makes people 23 times more likely to visit a brand’s website or subscribe to the channel.
    • YouTube ads boost engagement a great deal, too. In fact, four of the ten most popular videos in 2014 were ads, and successful ads boost the performance of your standard YouTube channel by 500%.

There’s also evidence to suggest that YouTube converts customers at a much higher rate than any other social media platform. This means that if you really want to maximize your digital marketing campaign’s return on investment, you need to start investing in a strong YouTube channel. Otherwise, you probably won’t convert as many customers as you had hoped.

To help you start converting customers with a corporate YouTube channel of your own, here are four examples of existing companies who already have a strong presence on YouTube’s platform:

Example #1: Sephora

Sephora has been a leader in the beauty industry for a long time, but their dominance of the digital world has really put them head and shoulders above most of their competition. They leverage their YouTube channel to create a true experience for their audience, showing them how to apply makeup, style their hair, paint their fingernails, and much more. It’s an entire channel of how-to videos that speak directly to their audience and drive them to make purchases.

Sephora’s channel has well over 500,000 subscriptions and their most popular video have over 1,500,000 views. You can take a look at their channel here.

Example #2: Clash of Clans

Clash of Clans is a popular free-to-play mobile game available on both Apple and Android mobile platforms. It relies on small microtransactions as players purchase in-game items or bonuses for a couple dollars at a time. The game’s continued success is no doubt in part because of their incredibly engaging social media strategy, with YouTube being front and center.

Their YouTube channel includes a large variety of strategy videos, offering players tips and new ways to play. They also show live games of various Clash of Clan tournaments, along with frequent news updates.

The company’s focus on YouTube has shown incredible results. Their channel has over 4.5 million subscriptions and their videos regularly receive tens of millions of views. In fact, their most popular video has broken 110,000,000 views. Their channel is located here.

Example #3: Kraft

Kraft is a company with a strong YouTube presence, as they actually have several different channels. Perhaps their most impressive is the Kraft Cooking School. Knowing how people love to go online for recipes, Kraft designed an entire channel dedicated to them. On this channel you’ll find plenty of ideas on how to make appetizers, desserts, and even planning entire holiday meals. Like Sephora, it gives their viewers a reason to go out and purchase their products.

Kraft’s Cooking School channel doesn’t have as many subscriptions as some other corporate channels, but their videos get plenty of exposure. They’re extremely shareable and often receive an impressive amount of views. Their most popular video, a recipe for Tomato Basil Pizza, has been viewed over 7 million times. Check their channel out here.

Example #4: Cisco

Cisco is a great example of a company that understands the relationship between their audience and their products. Cisco specializes in networking technology, which is more involved than most other technologies. Because of this, their customers often require more education than typical tech consumers.

That’s why Cisco developed a YouTube channel designed just to educate their customers. They have plenty of informational videos where experts explain exactly what their network looks like and how some of Cisco’s products fit into it. Their videos include lots of handy charts and direct, basic language. They take the time to make their products extremely approachable, giving them an edge over other network tech companies.

Cisco’s channel is extremely successful, with dozens of videos that have at least 100,000 views. Their channel is located here.

Corporate YouTube channel

Cisco’s YouTube channel is successful because they take the time to teach their audience about their products.

The Common Denominator

The biggest thing that these successful YouTube channels have in common is that they’re tailored specifically to their audience. Sephora’s channel is chock full of beauty and makeup know-how. Clash of Clans is voracious about providing game-focused content for their subscribers. Kraft knows that their viewers are trying to find new and exciting ways to use their products and provides plenty of inspiration. Cisco knows that their technology isn’t always intuitive, so they take the time to explain it.

If you want your corporate YouTube channel to enjoy the same success that these channels are, you need to fully understand your typical customer. What kinds of videos are they watching? How do they use your products? If you can give them this information on your own YouTube channel, you’ll be able to drive more conversions and improve retention.

Most importantly, their videos are all extremely high-quality. If you want to start your own YouTube channel, you need to make sure your videos are produced just as well. That means hiring the right crew for the job. Here at Crews Control, we specialize in matching companies with the perfect video crew for each project.

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