youtube for brands case study slideshare

• Harvard Business School →
• Faculty & Research →
• January 2014 (Revised February 2015)
• HBS Case Collection

YouTube for Brands

• Format: Print
• | Language: English
• | Pages: 14

Related Work

• Faculty Research
• December 2015
• YouTube for Brands  By: Thales Teixeira and Leora Kornfeld
• YouTube for Brands  By: Thales S. Teixeira and Matthew G. Preble

YouTube Case Study: How these brands and influencers are generating millions through YouTube marketing

YouTube is one of the biggest search engines in the world.  

And knowing the ins and outs of YouTube marketing is going to be key for online business success in the coming years.  

The short version of the benefits include…

• A huge platform with massive active user base
• A reticence from many professionals to being “on camera”
• Ability to improve the discoverability, reach, and optimisation of uploads
• A deliverable that can be used multiple different ways (transcription, audio, video, clips, still images etc.)

I think video marketing is where everyone should be focusing their attention right now. 

• It has a greater impact and more varied use. 
• The tracking of engagement stats is more detailed. 
• The “putting a face to a voice” element helps build trust. 

I’ve spent months looking at what the best YouTubers do well. Not in the way of generating ad revenue. That’s out of your control and a fool’s goal. YouTube could amend their algorithm or advertising rules and turn a solid 5-figure/month revenue stream to pennies. 

No, I’m interested in how smart marketers use YouTube’s organic reach to increase and improve revenue streams they wholly own themselves. 

It’s something few are good at, but when the model is used well, it’s one that provides incredible gains for a business.

Table of Contents

Why focus on YouTube? 

The majority of “organic” acquisition fiends are super bullish on Google.  

And with good reason. Google is the #1 search engine in the world.  

But depending on one channel is never a good idea. While most folk are talking about how to write articles that rank on Google, there are people out there generating 6-figure+ income streams from another source. 

YouTube.  

According to SimilarWeb, YouTube isn’t just the world’s second most used search engine, but is actually the world’s second most visited website. 

It falls far behind Google in terms of raw numbers. Google has around 88B visits a month to YouTube’s 33B.

But there’s more to this than volume. 

When you dive into the numbers, you’ll note YouTUbe has far better engagement.  

I’m also of the firm belief that YouTube is only going to grow.  

If you know any young people (under 20 years old), you’ll know how YouTube is often the first port of call when they’re trying to figure something out.  

There’s been a shift to video explanations for a while. But I’d bet my bottom dollar video is going to become the go-to online medium for education and entertainment in the next 5-10 years.  

Already it’s much easier to watch a 3 minute video of Gordon Ramsay making Eggs Benedict than sift through multiple written recipes to find the one that…

• Doesn’t begin with 2000 words of the chef’s thoughts on the origins of eggs
• Is written in an easy to read style
• Doesn’t link out to other articles that explain things like hollandaise sauce and how to judge whether or not your eggs are bad

Videos streamline the process for many people. 

And for more technical tasks ranging from cooking to impress or fixing basic faults with your boiler, having a visual representation makes the process so much easier. 

And Google seems to agree. 

Google results now include detailed explanations and “chapters” of videos to help you find exactly what you need directly from search. 

Video is easier for the consumer. Which means more people will be flocking to video. So you should start producing video content.  

And there are very few reasons to not attempt video marketing.  .

If you have a smartphone, you have everything you need to get started.

Before you run off and start recording though, don’t make these mistakes.  

The mistakes many make with YouTube

The problem with YouTube is it LOOKS easy. 

You might see a kid making $5MM / year doing simple unboxing videos and think “ if a 9 year old cn do this, I can totally crush it” .

But YouTube isn’t easy. 

Most of the people I know who have tried (and failed) at YouTube made the below mistakes. 

Don’t build on someone else’s land

If you’re considering starting on YouTube, or you’re already doing well, do not become dependent on their payments. 

This is always a dangerous game.  

YouTube (and any other platform that relies on your content) has a history of changing rules for their own benefit. 

Here’s an excerpt from a story in 2018.  

And here’s what a creator shared more recently. 

The question I’d have for any serious marketers is how much money could you generate from an audience of 500,000?  

More than $30, right? 

YouTube is a great platform to reach your audience. But it should not be relied upon as a monetary channel. 

View any ad revenue you receive from YouTube as a bonus, not as the core source of income for your brand. 

Understand what metrics to track

I’m not going to say that views and traffic on YouTube are not important. 

They are. 

But understand where they sit in the journey. 

In our GoPro study we talked about the need for a North Star Metric (NSM). 

You need to know how YouTube views are feeding into your NSM. 

Let’s imagine that you’re a media brand like Morning Brew . And that your revenue model is based on selling ad space within your deliverable. 

Your NSM would likely be something along the lines of increasing the size of your engaged audience. 

Yes, you’d want views on YouTube, but you want to track how those view levels turn into engaged people in your owned audience. 

And what you’ll sometimes find is that the video types with lower views end up contributing more to your key NSM metrics.  

In the above, the video with more views contributes less to the NSM. 

The top track would work better if you were relying on YouTube’s partner system payouts.  

But we don’t want that. We want to turn people into your owned audience so you can continue marketing to them. And for that, the lower track with lower views (and a seemingly lower value) wins.  

Short version here is be sure you’re tracking the success of your videos against your NSM.  

If you’re not, then you could be optimising for the wrong thing and throwing money away.  

Personal vs brand accounts?

One of the things I’ve noticed over the years of watching successful brands is how personal brands often outperform company brands, especially on YouTube.  

In fact, in the last few months I saw Ahrefs run a Twitter ad from…

• Their brand account
• The CMO – Tim Soulo – account

Same ad, different name next to it when running.  

The one from Tim’s account outperformed the one from the brand. 

Probably because Tim has created a great personal brand and people like to see what he has to say.  

People are less likely to immediately judge a post (even if it’s an ad) if it comes from a person instead of a faceless brand. 

You see this all the time.  

• Tim Ferriss is the known entity and influencer rather than the “4-Hour Work Week team”.
• Ramit Sethi is the face of his brand,  not the “I Will Teach You to be Rich crew”.
• Peep Laja at CXL. 

You can point to hundreds of examples of a brand being driven by the personality of a single person. 

It’s obvious when it’s the founder. But what if you work at a large brand where the founder is no longer with us or simply doesn’t have the time/inclination to create videos?  

You find someone who is invested in the company’s growth, will be there for a long time, and you get them to be the face and evangelist of the brand. 

Let’s once again look at Ahrefs.  

Tim is often the person people think of when it comes to the brand, however, it’s Samuel Oh who runs their product education materials. 

Sam’s now the face of the majority of Ahrefs’ training videos. And if you head into the Facebook community for the tool, you’ll see him as a frequent receiver and answerer of SEO questions. 

The lesson here is that by giving your brand a face, it makes it easier for people to relate, empathise, and grow to love what you do. 

A faceless brand is easily dismissed. 

But watching the same person week in week out on YouTube is a way to foster greater loyalty. 

This alone could keep your audience around and engaged, even if the quality of your content drops in the short term.   

Own your audience

It all comes down to this. 

Own your audience as a person.  

If you’re a current YouTuber looking to increase revenue, the best thing you can do is take your subscribers off the platform into something you own completely, like an email list.  

If you’re a marketer looking to start/grow YouTube, use it as an acquisition channel. 

And remember to put a friendly face front and center.  

Remember that YouTube doesn’t care about you, only how far they can use you to get money off of paying advertisers.  

Now, onto the growth. 

Attracting people to your YouTube channel

Acquisition is one of the hardest parts of driving growth. YouTube is no different. 

It’s not easy to ensure your videos are the ones people find and click on.  

I’ve been diving deep into people’s channels and various training resources to figure this out. 

Below is the basic process that’s both often used and often recommended. Before we get into the written analysis, here’s the basic flow of actions we’re going to cover.  

Finding your talking point

It’s easy to get your phone out and start recording what you think your audience wants to watch.  

But before any ideation happens, you need to think about the topic you’re going to focus on. 

Getting niche here is key. You want to get yourself a reputation as the go-to source of information in that particular niche. 

You might not always remain in that niche, but you need something to start you off. 

How do you find your perfect niche and talking point? 

You should already know what kind of topics you want to focus on. However, you need to take it a step further and find the overlap between your business / its features/skills and what your audience wants to watch. 

The easiest way to do that is to look at what’s already doing well.  

If you already have content that’s on YouTube, then look at your own channel. 

If not, find someone who’s the closest competitor and head to their video list.  

If we imagine that I want to grow a channel on business and marketing advice, I might pick someone like Noah Kagan .  

Go to the channel and click on videos.  

Sort those videos by “most popular” to get a list of the most trafficked videos on that channel.  

A quick analysis of Noah’s channel highlights the best video ideas as…

• Breakdowns of / interviews with profitable businesses
• Instructional videos on how to make money
• Business/job ideas

There’s a big overlap between all 3. 

These aren’t on the nuts and bolts of marketing and business. We’re not talking about “how to write a great headline” or some other such tactical thing. 

This is higher-level stuff.  

It’s aspirational for many. 

But it could be tied back into something technical later down the line. For example, an email service provider could riff on this and create videos like…

• How [BRAND X] make’s $100,000 / month through email
• X 6-figure automation jobs for 2021 and beyond
• The 7-figure message used by [BIG BRAND]

The core idea – aspirational money making – is the same. It’s just changed slightly to align with the brand doing the research.  

Of course, getting this right depends upon you researching the right person. 

If you’re doubling down on your own content, then simply use your channel (if there’s enough research material).

If not, you want to find someone who is as close a competitor as possible.  

All you’re looking for is the core idea here.

What you want to do is record the idea types in a spreadsheet to get a quick overview of what is doing well on YouTube for channels your target market enjoys. 

The more of this research you do, the more patterns you’ll see coming up.  

For example, in analysing just the first few from Noah’s channel we can see that the best performing videos are…

• Financially focused
• Some case study-type videos (on financial success)
• A couple of listicle-based pieces that have “backed by data” in there

From these alone we have a starting point. However, one channel is not enough.  

Once you’ve got one channel out of the way, research at least 2 others to get a better view of what’s working and round out your data. 

The best way to find those channels is to click through to the most relevant video on the channel you’re researching. 

On the right hand side you’ll be able to filter the recommended videos by sub-type. 

Once you have a few options, click through to a channel with the best views and restart the process. 

Again, look for the archetypes and ideas that have got the most interest by sorting by most popular. 

Add new info to your spreadsheet. Rinse and repeat until you’re happy with the data you have. 

But be sure to do it at least 3 times. 

Why are we researching channels that are already doing well? 

Because these people have spent time, money, and effort to figure out what topics get clicks and what videos show up in the “recommended for you” side bar. 

Don’t reinvent the wheel here. 

Steal it from what’s already working. 

All you’re trying to do is find what’s getting recommended and insert yourself into the existing conversation and demand. 

Creating video ideas

Years ago, I took a training course on using Google’s Keyword planner to find YouTube video ideas. 

The concept is good, but the execution is too laborious. 

What we’re going to do is reuse that same idea to refine the overarching ideas and talking points into actual video ideas. 

And we’re going to use a super cheap tool called Keywords Everywhere for this. 

Keywords Everywhere is a Chrome extension that simply pulls relevant Google data into your searches. 

Let’s continue with the idea of business and marketing ideas. 

We already have a start on the potential seed keyword ideas. What we want to do now is activate Keywords Everywhere and type the seed keywords into the YouTube search box.  

 What you’ll see is something like the below.  

The information to the right of the Google auto-complete data is from Keywords Everywhere.  

The sweet spot is a search term that has…

• At least a few thousand search terms per month
• A higher than average CPC (this tells us it’s commercially viable)
• A lower competition score (competition is ranked 0-1, with 12 being the “most competitive”)

If you can find something that hits all 3, you have something people are searching for, has the potential to convert into sales, and there’s not a lot of competition. 

If that’s not enough information, click through onto one of the best potentials to get the video results page.  

Keywords Everywhere adds a bar on the right hand side with more detailed stats. 

And if you click the “Find YouTube keywords for ‘[keyword]’” you’ll get even more information.

Just like that we have a couple of new ideas to run with. 

Add these to your spreadsheet to get a better spread of ideas. 

I’d also use this opportunity to make a note of which ideas have the best search and conversion potential. You only want to focus on the easiest wins right now.  

Pick the best potentials in terms of traffic, commercial viability, and ease of ranking and use them to come up with actual video ideas.  

When you have some actual video titles, assess them on the ICE framework.   

You analyse

• The I mpact the video is likely to have
• The C onfidence you are of its success
• The E ase of creation and implementation

Rank each out of 10. 

The ones with the highest score are your best starting videos. 

By going through this multi-stage process you’ll find video ideas that…

• Have the potential to rank well and get decent traffic
• Should help you convert watchers to customers
• Are the best use of your time

But if you’ve been reading our content, you know we’re not going to simply put something up on YouTube and wait for the Google Gods to smile on us.  

We have more plans on this later.  

For now, let’s move on to YouTube SEO to increase your video’s chance of success.  

YouTube SEO

We’re jumping ahead a little here and assuming you’ve created the video and it’s ready for upload.  

When it comes time to upload your video, you’ve got to make sure you hit the right SEO elements to increase the vid’s chance of ranking.  

Unlike Google, you can’t rely on things like…

• Keyword density
• Relevant backlinks

You have to make sure that the handful of written elements tell Google what the video is about.  

You also need to make sure that those same written elements are relevant to the search someone would make.  

Let’s look at some examples. 

We’ll head back to Noah Kagan’s channel here and his video titled “5 Best Money Making Business Ideas You Can START TODAY”. 

The seed keyword in the above is Business Ideas.  

• The description
• The video tags

Noah has also included a secondary keyword of “start a business in 2021” in both the description and tags.  

This is what you need to do with the keywords you’ve identified.  

Much like an article, you need to include the primary keywords you;re targeting in these areas. Without this, Google won’t know what to rank you for.  

One thing I would recommend is to use more and longer tail tags that are relevant. 

If we look at another YouTuber – Ali Abdaal, you can see what he does with this.  

The video is for aspiring YouTubers. And it looks like the seed keyword is “start a YouTUbe channel”. 

If you look through his tags, he’s included a lot of long-tail variants of that seed keyword. 

This is great because it covers more ground. It tells Google what other kinds of searches your video should rank for. 

All you’d have to do here is pick a seed keyword that you identified in your research, head to YouTube and tap it into the search bar. 

If we do it again with “Profitable Business Ideas” we’d see the below.  

The idea for the video might be “Profitable Business Ideas you can start at home in 2021”.

The Seed Keyword would be Profitable Business Ideas as it has the highest volume.  

However, the tags could be some of the relevant longer tail searches like…

• Profitable business ideas low investment
• Profitable business ideas 2021
• Profitable business ideas you can start at home

If you search for these, you might also find other ideas like…

A lot of these searches have too low search volume to justify a full video.  

But if they’re relevant to your higher search volume idea, put them in as longer tail tags. This way YouTube has a better chance of ranking your video for the terms other people aren’t optimising for. 

Do this enough, and those small 210 searches per month could add up to a couple of thousand extra views.  

That’s the core of YouTube SEO from what we’ve been able to analyse.  

Now let’s move on to what to do when you’re getting traffic.  

Engaging your YouTube viewers

Unlike Google search, YouTube doesn’t look at things like backlinks to judge the value of content. 

They instead look at metrics related to how long a viewer spends on YouTube.  

Specifically they look at…

• CTR from thumbnail to video
• Average view duration
• Video length
• Subscriber count

And of course the keywords you’ve selected. 

In short, if you can create videos that hold user attention and get them to like, comment, and subscribe, you’ll do well in the rankings.  

Easier said than done though, right? 

After watching a lot of successful videos, I’ve broken down the basic approach to creating something that ranks to the below.  

Now, this model isn’t 100% accurate. 

The general approach is the same. However, you might find that the “like and subscribe / comment” section works better in your video a little earlier or later. 

Maybe you have a key promo point earlier in your video and so will want to pull that forward. 

This is not set in stone. 

This is intended as a starting template. 

Let’s look at it in more detail.  

Thumbnail and headline

Earlier on I mentioned the benefit of having a single person to be the face of the videos.  

That face should also feature heavily on the YouTube thumbnails.  

If you take a look into the psychology behind why this is important, you’ll find studies like this one . It details how faces in marketing are much better at grabbing a user’s attention. 

In the above linked study, faces are detected twice as fast as images without faces, and they work to create a greater feeling of community and brand recognition with the customer.  

Take a look at anyone who’s using YouTube as a marketing channel well, and you’ll see faces.  

Some examples…

Ali Abdaal – Productivity YouTuber

12 out of 15 feature Ali’s face.  

Alex Cattoni – Copywriting YouTuber

15 of 15 feature Alex’s face.

Ahrefs – SaaS tool for SEO

15 of 15 feature Sam’s face.  

Corridor Crew – VFX studio

15/15 feature some form of face. 

What’s interesting is how the Corridor Crew do this.  

They could just lead with their faces in each video. However, they also make use of celebrities and recognisable characters they’re featuring in their videos. 

This is a great workaround for brands who have a “behind the scenes” staff that might not want their faces featured. 

In addition to the use of faces, note the use of language between the headline and thumbnail copy.

The two are related, but aren’t a 1:1 copy. 

The copy within the image is often a “quick reference” type piece of copy.  If someone was skimming through the YouTube results for a search, the image copy needs to stand out.  

Using the image copy to cover…

• A major benefit
• The key lesson
• Some form of transformation

Is key to grabbing attention. 

The actual headline should be optimised for keywords. But pull a short version of the message and include it in the video thumbnail.   

Ideally in a way that feeds the search term or question back to the searcher.  

Ahrefs video on What makes a backlink “good”?

Primary keywords used in headline:

• SEO course by Ahrefs

Query keywords used in thumbnail:

• Good vs Bad backlinks

Why it works:

This video is going to rank for searches around good backlink generation, and Ahrefs is an established name in the SEO space. 

So the keywords make sense.  

The primary questions they’ll be wanting answers to are how to get high quality backlinks.

So the image copy also works to grab attention.  

Alex Cattoni’s video on How to build a 7-figure business

• Build a business
• $1,000,000 secrets

Building a business is a common search term. Crafting a video around the topic that appeals to relevant keywords is a no-brainer.  

Alex has also put one of the primary benefits of building a successful business – financial reward – in the thumbnail. Not only that, she’s used the magic number that often gets attention. $1,000,000. 

Be sure to check the downloads for a checklist for the thumbnail and a big list of headline formulae.  

Tease (optional)

Not every channel or video does or needs this. But I personally think it’s a great addition.  

Often, when clicking through to a video you’ll be greeted with a very short ~5-10 second segment of something notable from later in the video. 

We’re talking something that grabs attention and makes the watcher think “my god, I have to watch this now”. 

The Corridor crew guys are great at this.  They lead every video with a ~10 second segment of high-interest point from later in the video.  

 In this video they tease 2 high-interest points. 

• The team talking about how good an old-school visual effects shot is
• A sneak peek of a call they have with the lead FX guy for The Snyder Cut of Justice League

Of course that intro is super flashy and attention grabbing as well. I mean, who doesn’t want to see Meryl Streep brandishing a shotgun? 

I love this as a tactic. 

It’s the same concept as an open loop. 

You feed the user a tidbit of information that piques their curiosity. Their brain won’t be able to rest until that loop is closed which increases their chance of watching more. 

Which, of course, increases your key metrics. 

If you want to implement this it seems the best YouTube open loops lead the video with a huge revelation, interesting point, major benefit. 

However, be careful not to give too much away. 

With the intro you want to continue on that open loop type approach. 

The best intros are super simple. You simply tell the watcher what they’re going to learn, see, or get from your video. 

You basically want to give them a reason to watch your video. Tell them why it’s important for them.  

Noah Kagan offers a good example in this video on the 9 biggest job opportunities for the next decade.  

Within 30 seconds, Noah has outlined why you should watch the video. 

The full script from this section is…

“So I made this video to help show you high-paying, cool careers I highly encourage everyone to consider for the next decade so you don’t have to waste your time in a dead-end cubicle job for years like I did”.

Is someone who’s looking to earn a lot of money with a cool job going to be interested in this? 

Yes.  

Will outlining the above to them within the first 30-seconds help retain their attention? 

Your intro should be as simple as that. 

Whatever the message your video is trying to communicate, the value sections are where you do it.  

Doesn’t matter if that value is…

• Entertainment
• Information
• Something else

Just make sure that you offer the value the user expects from you. 

Like & subscribe

One of the golden rules in marketing is to make the CTA easy to understand and obvious.  

Button CTAs say things like “Buy now”. They tell the user what they want them to do to progress to the next stage.  

It’s no different with your YouTube videos.  

As mentioned earlier, your video’s ranking is determined by engagement factors.  

2 of those are the number of likes and subscriptions it generates.  

So, rather than leave this to chance, you have to ask people to take the action. 

It appears that most YouTubers don’t lead with this at the start of the video. 

They wait until they’ve provided a little value in their video before asking the user to subscribe.  

As for that ask, it happens in one of two ways.  

• It’s a simple on-screen graphic that pops up as a reminder 

• They actively call it out by saying something like “if you enjoy this content and want more, please consider subscribing”. JackFrags , a video game YouTuber, does a good job of this as seen below.  

Promo / Traffic shaping

This is the difference maker in my opinion. 

YouTube is a great medium. And no doubt there are skilled YouTubers out there eating off their ability to craft engaging videos. 

However, in my opinion this simply isn’t good enough. 

You’re building your business on land you don’t own. If YouTube changes anything to do with their monetisation strategy, you could be left out in the cold and see your revenue fall through the floor. 

The best YouTubers use YouTube as an acquisition channel. And they use a promotion or traffic shaping strategy to make money off the YouTube platform. 

There are a couple of ways you can do this which I’ll explain shortly. 

However, in short what you want to do is recreate what is, in effect, a content upgrade on YouTube. 

Basically give a short, relevant tease of your product or offer within YouTube and tell people within the video where they can learn more. 

You can do this mid video with a verbal call out, or simply leave it to the end with YouTube’s end card. 

Personally, I’d recommend both.  

One other thing to note is that smart marketers generally don’t redirect directly to a sales page though. They’ll redirect to an email sequence that continues to build trust. 

If we were to visualise what that might look like, it would be something like this. 

The tease is something you’ll have to play around with. However, the most successful teases for traffic shaping follow the same principles as a regular content upgrade for written content. 

So you want to engage people with the primary content – in this case the video – and tell people where to go to get…

• A downloadable template
• The next edition or “editor’s cut” video
• A downloadable version

Or something similar. 

Anything that would make the act of clicking through form the video to your website a no brainer.  

Nurture and grow your viewers

So at this point you have engaging videos that increase the chances of people…

• Liking 
• Subscribing
• Watching longer periods of time
• Checking out your off-YouTube properties

But the whole model here is very one directional.  

You’re burning your YouTube bridges in a way by simply using it to funnel traffic to your offers.  

And if YouTube is providing you with good leads, you want to keep that going. 

The thing I’d recommend here is setting up a very simple engagement loop with the people you’ve directed to your owned audience platform. 

There are two steps to dominating YouTube.

Step 1 – Keep it going

I don’t think anyone should rely 100% on a rented audience platform for their revenue. 

However, that doesn’t mean you should ignore it.  

If YouTube is getting your brand in front of people, keep the momentum going.  

If you’re following this guide and…

• Choosing relevant topics
• Optimising for high volume keywords
• Creating optimised videos that increase engagement

YouTube will reward you with greater reach and a growing audience.  

You’ll find your videos showing up in search and in the recommended videos section. 

Don’t ruin any progress you have made or will make. 

The best advice is to keep things going and be consistent on the platform. Check any successful channel and you’ll see that they have consistent upload schedules.  

Here’s a look at XiaoMaNYC’s recent uploads.  

When it comes to your publication schedule, don’t worry about daily, weekly, monthly etc right now. 

Instead, focus on what is a realistic publication schedule for you to churn out quality videos that align with the template above. 

Quantity is great, but if the quality isn’t there then it’s useless. 

The other action I’d recommend is…

Step 2 – Set up smart engagement loops

I recently wrote about how Eddie Shleyner creates engagement loops to bring his owned audience into the growth of his rented audience. 

You should do the same with YouTube. 

If you’re directing people off YouTube to your email list, then use those people to ensure each new video gets off to the best start possible. 

Yes, YouTube will tell your subs that a new video has been published, but not everyone is sitting around on YouTube waiting for you to hit publish. 

The best marketers make sure that each new video is pumped out to their email subs.

Unsurprisingly you’ll see Noah Kagan doing a great job of this. 

At the start of his emails he’ll often link to his most recent video on YouTube. 

This is a great way to get the initial traction and show YouTube that the video is worth wider promotion.

Your email subscribers are super invested in your brand. Make sure they know about how they can get closer to you.

All it takes is a quick email to say “ check out the latest video here ”.

If you want to kick this up a notch, you could also incentivise people liking, subscribing, and commenting on your video with some form of giveaway.  

Just be aware of the rules YouTube has established for this though .

Again, Noah has a great example of this. He ran a giveaway for his Tesla. And to be in with a chance of winning, you had to be subscribed to him on YouTube.  

If you have a relevant giveaway that could drive engagement, use it.  

If I was to do this, I’d ask people to like and comment to be in with a chance of winning. Then I’d use something like WooBox to pick a comment at random as the winner.  

Basically, you want to ask your email subscribers to check out your latest videos. 

And maybe once a month or quarter, do a giveaway that incentivises people to take the engagement actions that boost your video’s reach. 

Visualised that might look like this. 

With this model you’re getting your owned audience to help boost your reach, thus attracting a greater audience on a rented platform. 

This isn’t anything new and is also the model I’d recommend for any social media platform. 

Step 3 – Video promotion tips

Waiting on an algorithm to rank your content and drive visitors for you is a fool’s game.

The wonderful thing about video content though is how it can be reused in multiple ways for promotion.  

You could quite easily take all the below from one video…

• A transcript to publish below the video on your site for SEO juice
• Multiple short clips (10 seconds, 30 seconds, 5 minutes etc) to promote on multiple networks
• Still images for sharing
• Audio for a podcast

This can be a lot of work though.

What I’d recommend is simply focusing on pulling multiple promotional clips from each video to be shared across other networks where you have an audience. 

If you’ve already edited the video, this is a pretty quick and painless approach. 

Just identify short segments that would work well as promotions and share them across multiple networks with the link pointing back to the original video.   

Here’s a visualisation.

This clip method works as a teaser. As you can see there’s still enough of the video left that, even if someone saw all your clips, they’d still want to watch the whole thing.  

The full YouTube model

Let’s pull all of the various sections together to create one, complete YouTube model and run through everything quickly.  

From a high-level, the model looks something like this.  

With a little explanation, that’s…

• Step 1 – Research high volume, low competition video ideas and the relevant keywords
• Step 2.5 – Take multiple clips from that video to promote it across social sites and communities
• Step 3 – Create an opt-in page for your email list, use a relevant lead magnet upgrade that’s hinted at in your video
• Step 4 – Send the viewer a welcome email series that promotes your paid asset
• Step 5 – Add the user into your usual newsletter rotation
• Step 6 – When you publish a new video, make sure you email your current email subs to check it out
• Bonust step – If possible, run giveaways on your YouTube channel that require likes/comments. Make sure to promote through the usual channels of social, communities, and your email list.  

Let’s also recap the model’s steps with simple bullet points.  

Acquisition

Follow this process to publish videos that…

• Your audience wants to watch
• Is optimised and so will have a better chance of organic rankings

And some more detailed explanations.  

• Step 1 – Identify a niche talking point to help you build authority and an audience faster
• Step 2 – Research competitor videos to identify topics of high interest
• Step 3 – Use that research to identify potential video ideas
• Step 4 – Find the keywords that have high volume, low competition, mid-high CPC
• Step 5 – Make sure your video uses relevant keywords in the title, thumbnail, description, and tags 

This will help give your video the best chance of ranking well and attracting organic traffic on its own. 

Optimising the video’s topic and basic SEO is one thing. However, YouTube ranks videos based on user engagement.  

After watching countless videos of channels that are growing right now, there is a general pattern to the kind of video that gets good watch time and helps to grow a channel.  That basic model is…

Here’s a run down of the steps. 

• Step 1 –  Lead with a tease of an interesting point that comes up later in the video to create an open loop and curiosity
• Step 2 – An introduction that teases what the viewer will learn or receive as a benefit for watching the video
• Step 3 – Start delivering value
• Step 4 – After a little value has been delivered, either ask the user to like & subscribe or put a graphic on screen as a prompt
• Step 5 – Continue with the value of the video
• Step 6 – At the point of highest interest for your owned assets, tell the user where they can go to get access to it. This should be to a free lead magnet to secure their email address
• Step 7 – Continue providing value 
• Step 8 – End card that keeps them engaged with your channel and offers a direct link to your owned asset opt-in

One thing to note here is that there are no hard and fast rules on exactly when you should ask users to like and subscribe or when you should try to shape traffic to your owned audience opt-in. 

We can’t say “at exactly 7 minutes and 29 seconds do X.  

It depends on your video topic, length, and the script you’ve written for that video.  

It’s similar to putting a CTA on a sales page. There is no one best placement.  

You have to look at where the intent for action is the highest. 

So, where in your video is someone most likely to think “ I can’t wait for the next video” ? That’s where you push for the like and subscribe.  

Find the place in your video where someone would think “ I wish I could do that ” to push them toward your owned asset opt-in which will set them on the path to solving the problem themselves (and adding them to your email list). 

The exact timing of these things will be different for every video you make. And you need to experiment and keep an eye on these to find the best possible location. 

Once you’ve got your videos on topics that people are interested in, and a template that fosters better engagement, it’s time to hit the growth.

The first thing you’ll want to do is increase the ToFu traffic.  

And the easiest way to do this is to make sure that your video is being promoted across any and all relevant social platforms, communities, or areas your ideal audience hangs out. 

Here’s how I’d recommend doing this.

• Step 1 – Pull short video clips, still images, or quotes from your video asset
• Step 2 – Share those short versions across social platforms, communities, and forums where your 
• Step 3 – make sure they all include a link back to the original video
• Step 4 – Rinse and repeat. Never let your promotion of videos (even old videos) die off

This will help drive new viewers from one rented audience platform to another. 

But to kick the growth machine up a notch you need to increase the chance of…

• Sales and revenue you control (not YouTube ad revenue)
• Engagement that increases the reach of the video

The best way to achieve both of these is through email.  

Here’s what the visualisation would look like.  

If we break it down, here are the steps. 

• Step 1 – Include a relevant tease and promotion of your owned asset in your video
• Step 2 – Offer the owned asset as a freebie if they join your email list
• Step 3 – Send a welcome email series that builds trust whilst also promoting your paid asset (generating revenue you own 100%)
• Step 4 – When the welcome sequence is done, add them to your normal newsletter rotation
• Step 5 – Email your newsletter subscribers when you have a new video out to get initial traction in terms of views

With this you’re bringing our owned audience back to the rented audience platform to manually increase the engagement, which helps increase overall reach. 

To kick that up another step, you can run a giveaway or competition on YouTube that requires engagement. 

Promote that through the same channels above (social and email) and you should see a drastic increase in engagement and new views.

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Case studies: How brands are innovating on YouTube

See how brands are innovating—and driving impact—with their video marketing strategies on YouTube. From targeting techniques, to contextual creative, to six-second video ads, learn how brands are building campaigns that deliver results with these case studies and interviews.

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How overstock.com created a multipurpose video campaign, how the cdc built an awareness campaign that spurred action, how one travel marketer turned the typical use cases for video and search upside down, inside google marketing: how pixel tested a full-funnel youtube campaign, 4 principles for creating video ads that drive conversions, why your online video strategy should be more than uploading your tv spot, how an insight from search data sparked a beauty brand’s multicultural video campaign, how turner sports brought the world’s largest live pregame show to millions of fans on youtube, how hefty brands cracked the brief for 6-second video ads: 1 successful campaign, 3 viewpoints, 4 principles for building a super bowl campaign without a tv ad, for effective video ads, look beyond demographics to behavior and context, 3 tips for making effective, hyper-relevant video ads at scale, with a few tweaks, you can use the same ad on multiple platforms. clinique shows how it’s done, how duracell created one of the top youtube bumper ads: 1 campaign success story, 3 viewpoints, how l’oréal, a century-old company, uses experimentation to succeed in the digital age, the secret to successful influencer marketing letting go of control, 3 ways to build stories with short-form video ads, how can brands win dads’ loyalty on youtube, 3 ways brands are innovating with youtube bumper ads, inside google marketing: testing a media plan that leads with youtube bumper ads, neutrogena's first digital-centric campaign: 1 campaign success story, 3 viewpoints, how using brand ads in unexpected ways drove higher installs for lyft, budweiser’s world series home run: 1 campaign success story, 3 viewpoints.

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7 YouTube Marketing Case Studies

Posted by Sharon Black on January 22, 2016

Social Media Best Practices

YouTube.com has become a goldmine of advertising goodness.

Guess what? Most businesses can find a way to use it. It’s not only another way to reach customers, it’s a way to deliver real value to all your social media accounts. What can you do on YouTube? To answer, let’s take a look at big and small companies in different industries using YouTube marketing in creative ways.

YouTube Marketing Case Study #1: GE

GE is a pioneer in social media. They consistently adopt new social media channels, connect directly with their customers by requesting and showcasing user-generated content, and post videos and graphics about every aspect of their business.

GE’s YouTube channel offers transparency, information, and experimentation. You can watch their commercials, see interviews with visionaries, scientists, and engineers, learn about future and current technology, and be generally amazed by everything they do.

GE’s audience includes customers, young people considering a career in engineering or science, and literally everyone interested in science, medicine, and technology.

YouTube Marketing Case Study #2: Eric The Car Guy

You might not have the deep pockets and professional video capabilities of GE, so meet Eric the Car Guy. He’s a mechanic with a website where you can order parts and find DIY help. His channel includes how-to videos for all kinds of automotive repairs, Q&A sessions, and general advice, like “Getting your car ready for a road trip.”

This video has 3.5 million views, so it’s clear he knows how to answer questions people want to know. There’s no fancy video effects, just a personable guy showing fans exactly how to do something.

YouTube Marketing Case Study #3: Photorec Tony

How-to videos work for many industries. Photorec Tony offers tips, equipment reviews, and other interesting content about photography. In this video, which has more than 118k views, he explains the difference between two different cameras.

YouTube Marketing Case Study #4: Cupcake Jemma

Cupcake Jemma is the YouTube home of Crumbs and Doilies, a London bakery, features how-to cake baking and other goodies, along with helpful equipment videos, decorating tips, and behind-the-scenes peeks at the bakery. This rainbow cake has nearly 2 million views!

YouTube Marketing Case Study #5: Keller Williams

Keller Williams Realty, Inc. is one of the largest real estate companies in the U.S. and THE largest international real estate company in the world. The Keller Williams YouTube channel is devoted, not to selling houses, but to attracting talent to staff its 700 offices.

Here, you can watch interviews with top executives and agents, learn more about the company, see the monthly financials, and get success tips from the pros.

YouTube Marketing Case Study #6: Caterpillar

A familiar B2B name in heavy equipment, Caterpillar decided to showcase its products in a very unusual – and memorable way. On the Caterpillar YouTube channel, you can see a big-scale Jenga game, watch a gigantic sand castle construction, see the tug of war competition below…or get safety tips and other useful information.

YouTube Marketing Case Study #7: AWeber Email Marketing

AWeber offers email marketing software tools to help businesses run and analyze email marketing campaigns. The AWeber YouTube channel offers helpful videos with how-to, strategy, tips, case studies, and industry news.

How You Can use YouTube to Market to your Customers

No matter what product or service you’re marketing, your customers are searching for information. Use videos to provide company information, product information, industry information, how-to instructions, reviews, and put a face on your company.

Just take a look at this adorable Christmas card by Wholesale Warranties.

Marketing just doesn’t get more endearing than that.

Sharon Black

Sharon Black is a veteran copywriter and marketer. She loves writing about the challenges and rewards of marketing, at least when she's not pondering the challenges facing her on World of Warcraft. She has been known to serve as part of the grammar police force, but mostly when she is in the official role as editor.

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YouTube Branding Strategy and Marketing Case Study

Analysis and examples of youtube’s identity, positioning, key messages, tone of voice, brand archetypes, customer benefits, competitors, and marketing content..

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Brand Overview

• Entertainment & Media
• Educational Content

Business Type

Software Service

https://youtube.com

Target Customer

Entertainment and Educational Content Consumer

Primary Need ( Job To Be Done )

Immediate access to almost every type of video content I could want

Brand Visual Identity & Content

Primary brand colors, brand typefaces, hero content.

Hero Content Type

Image & Video

Content Features People

Brand messaging, key messages, benefit or feature focus, tone of voice, brand archetypes.

( Learn More About Brand Archetypes )

Everyperson

Brand Positioning ( Elements of Value )

( Learn More About The Elements of Value )

Aspirational

Self-Actualization

Fun & Entertainment

Brand Benefits

Access a totally diverse range of original video content from around the world

Stream my favorite traditional TV shows and movies for a relatively low cost

Create, share, and save my own video content for personal or professional use

Competition

Key competitors.

Vimeo, Amazon, Hulu, Twitch, Facebook, Instagram, TikTok , Spotify , Netflix

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Get a 10 page workbook on Purpose, Vision, and Values. Plus resources for Archetypes, Tone, Messaging, and more.

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What is Harvard Business School (HBS) Case Method

Harvard Business School (HBS) Case Method, a renowned approach to business education, using business case studies in the field of marketing, sales, leadership, technology, finance, enterpreneurship, human resources, and more .

Core Principles:

• Real-World Dilemmas: HBS cases delve into genuine business challenges faced by companies, exposing students to the complexities and uncertainties of real-world decision-making.
• Active Participation: Students are not passive recipients of knowledge. The case method emphasizes active participation through case discussions, fostering critical thinking and analysis.
• Developing Judgment: There are often no single “correct” answers in case studies. The focus is on developing sound judgment by weighing evidence, considering various perspectives, and making well-supported recommendations.
• Diversity and Collaboration: Diverse backgrounds and experiences enrich case discussions. Students learn from each other as they analyze the case from different viewpoints.

Structure and Implementation:

• Pre-Class Preparation: Effective case study learning hinges on thorough preparation. Students are expected to read and analyze the case beforehand, identifying key issues, conducting research, and formulating potential solutions.
• Case Discussion: The case discussion in class is the heart of the method. The instructor facilitates a dynamic discussion, encouraging active participation from all students.
• Open-Ended Questions: Instead of spoon-feeding answers, instructors pose open-ended questions that stimulate critical thinking and analysis.
• Cold Calling: The HBS method is known for its “cold calling” technique, where professors randomly call on students to respond, promoting active engagement and preparation.
• Socratic Dialogue: Instructors often employ the Socratic method, asking probing questions to challenge assumptions, encourage deeper analysis, and draw out student reasoning.

Benefits of the HBS Case Method:

• Develops Critical Thinking Skills: Grappling with complex business problems and analyzing diverse perspectives strengthens critical thinking abilities.
• Enhances Communication Skills: Active participation and clear articulation of ideas within case discussions hone communication skills.
• Sharpens Analytical Abilities: Students learn to dissect complex situations, identify key drivers, and weigh evidence effectively.
• Promotes Decision-Making Confidence: The case method fosters the ability to make well-reasoned decisions under uncertainty.
• Builds Leadership Skills: Active participation in discussions and persuasively advocating for solutions develops leadership potential.
• Prepares Students for Real-World Business: The case method equips students with the knowledge and skills to navigate the complexities of real-world business environments.

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How to Write a Great Case Study Solution | HBR Case Study Assignment Help

A top-tier Harvard Business School (HBS) case study solution comprises a thorough analysis, strategic insights, and actionable recommendations. The solution is not just an academic exercise but a practical approach to solving real-world business problems. Here’s an illustration of what the best Harvard case study solutions comprise, along with a detailed checklist to ensure excellence.

Key Components of a Harvard Case Study Solution

Comprehensive Understanding of the Case

• Summary of the Case : Provide a concise summary that outlines the key issues, stakeholders, and objectives. This sets the stage for deeper analysis.
• Problem Identification : Clearly define the main problem or decision point that the case presents. This includes understanding the underlying causes and the broader business context.

Detailed Analysis

• Qualitative Analysis : Evaluate qualitative factors such as organizational culture, leadership styles, and market conditions. This helps in understanding the non-quantifiable aspects that impact the business scenario.
• Quantitative Analysis : Use data and financial metrics to analyze the business performance. This includes profit margins, cost structures, revenue streams, and other relevant financial indicators.
• SWOT Analysis : Conduct a SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis to provide a structured view of the internal and external factors affecting the business.

Strategic Alternatives

• Generation of Alternatives : Develop multiple strategic alternatives to address the identified problem. Each alternative should be feasible and align with the company’s goals and resources.
• Evaluation of Alternatives : Assess each alternative based on criteria such as cost, feasibility, impact, and alignment with the company’s strategic objectives. Use quantitative data where possible to support the evaluation.

Recommended Solution

• Selection of the Best Alternative : Choose the most viable solution from the generated alternatives. Justify the choice with clear, logical reasoning and supporting evidence.
• Implementation Plan : Develop a detailed implementation plan that includes steps, timelines, resources required, and potential risks. This ensures the recommended solution is actionable and practical.
• Contingency Plan : Outline a contingency plan to address potential challenges or risks that may arise during the implementation phase.

Reflection and Learning

• Lessons Learned : Reflect on the case study process and the key lessons learned. This includes insights into decision-making, strategic thinking, and the application of business concepts.
• Future Implications : Discuss the broader implications of the case study for the industry and future business scenarios.

Checklist for a Great Harvard Case Study Solution

Comprehensive Understanding

• Clearly summarized the case
• Identified the main problem and stakeholders
• Understood the broader business context
• Conducted qualitative analysis (organizational culture, market conditions, etc.)
• Performed quantitative analysis (financial metrics, data analysis)
• Completed a SWOT analysis
• Generated multiple feasible alternatives
• Evaluated alternatives based on relevant criteria
• Supported evaluations with data and logical reasoning
• Selected the most viable alternative with a strong justification
• Developed a detailed and practical implementation plan
• Created a contingency plan to manage potential risks
• Reflected on the case study process
• Identified key lessons learned
• Discussed future implications for the industry and business practices

At Fern Fort University creating a top-tier Harvard case study solution involves a methodical approach to understanding the case, performing detailed analysis, generating and evaluating strategic alternatives, and providing actionable recommendations. By following this structured process, our case solution writing experts deliver solutions that are best in class.

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Custom Case Study Writing Service Process | Affordable

The case study writing process at Fern Fort University is meticulously designed to ensure clients receive comprehensive, high-quality solutions tailored to their specific needs. Below is a detailed breakdown of the process:

Step 1: Fill the Form and Upload Guidelines

The first step involves clients filling out a detailed form to provide necessary information about their case study solution needs. This form includes fields for essential details such as the topic, objectives, scope, and any specific guidelines or instructions that need to be followed. Uploading comprehensive guidelines is crucial as it sets the foundation for a well-aligned and accurate case study solution. This ensures that the case study writer fully understands the client’s requirements and expectations from the outset.

Step 2: Upload the Case Study PDF

Once the guidelines are uploaded, clients are required to upload the case study PDF. This document contains the case study that needs to be analyzed and solved. Providing the case study in its PDF format allows the writer to thoroughly review and understand the context, background, and specifics of the problem at hand. This step ensures that the writer has all the necessary materials to begin the in-depth analysis.

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Step 4: Delivery of the Case Study Solution

Upon completion of the analysis and drafting of the case study solution, the writer delivers the final product to the client. The delivery includes a comprehensive report that outlines the problem, detailed analysis, proposed solutions, and actionable recommendations. The case study solution is presented in a clear, structured format that is easy to understand and implement. This step marks the culmination of the writer’s efforts and provides the client with a well-crafted solution that addresses all the guidelines and expectations .

Step 5: Improvements (If Required)

After the delivery of the case study solution, clients have the opportunity to review the document and request any necessary improvements. This step ensures that the final product meets the client’s satisfaction and adheres to all specified requirements. The writer makes the required adjustments based on the client’s feedback, fine-tuning the analysis and recommendations as needed. This iterative process guarantees that the case study solution is of the highest quality and fully aligned with the client’s expectations.

Importance of Each Step in the Process

Filling the form and uploading guidelines.

This initial step is critical as it sets the direction for the entire project. Clear and detailed guidelines ensure that the writer understands the scope, objectives, and specific requirements, reducing the risk of misalignment and ensuring a focused approach.

Uploading the Case Study PDF

Providing the case study in its original format ensures that the writer has all the necessary context and background information. This step is crucial for a thorough understanding of the problem and accurate analysis.

Communication with the Writer

Direct communication allows for clarification of any doubts and ensures that both the client and the writer have a mutual understanding of the project deliverables. This interaction is essential for tailoring the solution to meet the client’s specific needs.

Delivery of the Solution

Delivering a comprehensive and well-structured case study solution provides the client with actionable insights and recommendations. This step showcases the writer’s expertise and ensures that the client receives a valuable product that addresses the case study’s challenges effectively.

Requesting Improvements

The opportunity for revisions ensures that the final product meets the client’s expectations and adheres to all requirements. This step adds a layer of quality assurance, ensuring client satisfaction.

The case study writing service process at Fern Fort University is designed to deliver high-quality, tailored solutions through a structured and client-focused approach. Each step in the process is carefully crafted to ensure clarity, thorough analysis, and client satisfaction. By following this comprehensive process, Fern Fort University guarantees that clients receive insightful and actionable case study solutions that meet their specific needs and contribute to their academic or business success.

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Fern Fort University’s professional case study solution writers have the following attributes that can help you to boost your academic and professional growth --

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Home » blog » YouTube case studies: How brands are marketing through videos?

YouTube case studies: How brands are marketing through videos?

As a digital marketer, One should always be on the lookout for innovative and effective ways to reach their target audience. And one platform that has consistently proven its worth in the world of marketing is YouTube. With over 2 billion monthly active users, YouTube offers tremendous potential for brands to connect with their audience through engaging video content.

In this article, we will explore various YouTube case studies to understand how successful brands have utilized the platform to market their products and services. By analyzing these case studies, we can uncover valuable insights and strategies that can be applied to your own marketing campaigns.

Benefits of Using YouTube for Marketing

Before diving into the case studies, let’s first understand why YouTube is such a powerful tool for marketers. Here are a few key benefits:

• Massive Reach: YouTube is the second-largest search engine after Google, and its extensive user base provides brands with an opportunity to reach a vast audience. Whether you’re targeting a specific niche or aiming for widespread recognition, YouTube can help you achieve your goals.
• Visual Appeal: Videos have a unique ability to capture attention and convey information in an engaging manner. By leveraging YouTube’s platform, brands can create visually appealing content that resonates with their target audience.
• SEO Benefits: YouTube videos are indexed by search engines, which means that a well-optimized video has the potential to rank highly in search results. This can drive organic traffic to your channel and increase brand visibility.
• Audience Engagement: YouTube allows for direct interaction with your audience through comments, likes, and shares. This level of engagement helps build brand loyalty and fosters a sense of community around your content.

Now that we understand the benefits of using YouTube for marketing, let’s dive into some fascinating case studies that showcase the platform’s potential.

Also Read – 15 High Paying Digital Marketing Skills

YouTube Case Study 1: Red Bull’s Journey to Viral Fame

Red Bull’s journey to viral fame on YouTube was fueled by a strategic and authentic approach to video marketing. They embraced their identity as a purveyor of energy and adventure, showcasing extreme sports and creating a lifestyle brand. By crafting compelling narratives, collaborating with influencers, and harnessing user-generated content, they created a powerful connection with their audience.

Red Bull’s YouTube strategy focused on authenticity, storytelling, and collaboration. They showcased genuine moments of adrenaline-pumping stunts and extreme sports, captivating viewers with their raw and unfiltered content. Collaborations with influential YouTube creators and athletes added credibility and expanded their reach. Moreover, by encouraging user-generated content, Red Bull turned viewers into active participants, fostering a sense of community and empowerment.

Reference – https://www.redbull.com/us-en/10-years-10-epic-red-bull-youtube-videos  

Impact of Red Bull’s Viral Fame

Video – https://www.youtube.com/watch?v=M0jmSsQ5ptw  

The impact of Red Bull’s viral fame on YouTube was substantial. They built a global phenomenon, inspiring millions with their thrilling videos. By creating an emotional bond with their audience, they established a loyal community that embraced the brand’s lifestyle. Red Bull’s success demonstrates the power of video marketing to transcend traditional advertising and create a lasting impact.

The impact went beyond just brand recognition; it also had significant financial implications. The company experienced substantial revenue growth and successfully scaled its business through the power of their viral videos. The captivating content attracted a massive audience, resulting in increased brand visibility, higher engagement, and ultimately, boosted sales and revenue for Red Bull.

Actionable tips for brands to achieve similar success on YouTube:

• Authenticity is key: Be true to your brand and values. Create content that reflects your identity and resonates with your target audience.
• Craft compelling narratives: Tell captivating stories that evoke emotions and connect with viewers on a deeper level. Use storytelling techniques to engage and inspire your audience.
• Collaborate with influencers: Partner with influential individuals or creators in your niche to extend your reach, tap into their audience, and gain credibility.
• Encourage user-generated content: Foster a sense of community and empower your audience to contribute their own content. This not only enhances engagement but also expands your brand’s visibility.
• Optimize for discoverability: Pay attention to video titles, descriptions, and tags to optimize your content for searchability. Leverage keywords and relevant tags to increase the chances of your videos being found by your target audience.

By incorporating these actionable tips into your YouTube strategy, you can enhance your brand’s visibility, engagement, and revenue potential. Remember to stay true to your brand, tell compelling stories, collaborate strategically, encourage audience participation, and optimize your content for maximum discoverability.

YouTube Case Study 2: Influencer Collaboration and Samsung’s Success Story

Samsung’s success story is intertwined with their strategic adoption of influencer collaboration on YouTube. Recognizing the power of influencers and their ability to connect with audiences, Samsung forged partnerships with popular YouTube creators in their target markets. They executed this strategy by integrating their products seamlessly into the content of these influencers, creating authentic and engaging videos that resonated with viewers.

Videos – https://www.youtube.com/shorts/AhxrfuLgUw0 | https://www.youtube.com/shorts/qDRsaB8mJuo

https://www.youtube.com/shorts/6AZ7caBbGMQ  

Impact and Benefits of Samsung’s Influencer Collaboration

The impact of Samsung’s influencer collaboration was remarkable, leading to increased brand visibility, customer engagement, and ultimately, significant revenue growth. By leveraging the influence and reach of popular YouTubers, Samsung’s products received widespread exposure to their dedicated fan bases. The result was higher sales, improved market share, and a strong brand presence in the digital space. The genuine endorsement and positive reviews from influencers also bolstered customer trust and loyalty towards the Samsung brand.

Actionable Tips for Brands to Achieve Influencer Collaboration Success:

To achieve similar success with influencer collaboration in today’s world, brands should consider the following actionable tips:

• Identify the right influencers: Research and select influencers who align with your brand’s values and target audience, ensuring a natural fit for collaboration.
• Create authentic content: Work with influencers to create content that is organic and genuine, showcasing your product or service in a way that feels authentic to the influencer’s style and audience.
• Foster long-term partnerships: Instead of one-off collaborations, aim for long-term relationships with influencers to build credibility and continuity in your marketing efforts.
• Encourage creativity and storytelling: Give influencers creative freedom to incorporate your brand into their content, allowing for unique and engaging storytelling that resonates with their audience.
• Track and measure results: Utilize analytics tools to track the impact of influencer collaborations, monitoring metrics such as engagement, reach, and conversion rates. Use this data to refine your strategies and optimize future partnerships.

By implementing these tips, brands can harness the power of influencer collaboration to drive brand awareness, increase customer engagement, and generate substantial revenue growth in the digital landscape.

Also Read – Top 13 Digital Marketing Trends

YouTube Case Study 3: Amazon’s Data-Driven Approach to Video Advertising

Amazon’s success in video advertising can be attributed to their data-driven approach. They leveraged their vast customer data and insights to develop a targeted YouTube strategy. By analyzing user behavior, search patterns, and purchase history, Amazon was able to identify and understand their audience’s preferences and interests. They executed their strategy by creating personalized and relevant video ads that resonated with viewers on YouTube.

Impact and Benefits of Amazon’s Data-Driven Approach

Amazon’s data-driven approach to video advertising resulted in significant impact, including increased revenue and enhanced customer engagement. By delivering tailored video ads to specific target audiences, Amazon saw improved conversion rates and higher ROI on their advertising spend. The ability to effectively reach and engage customers through personalized video content led to increased brand awareness, customer loyalty, and ultimately, revenue growth for Amazon.

Actionable Tips for Brands to Achieve a Data-Driven Approach to Video Advertising

To achieve success with a data-driven approach to video advertising in today’s world, brands can consider the following actionable tips:

• Leverage customer data: Utilize available data to understand your audience’s preferences, interests, and behaviors. This will enable you to create targeted and relevant video ads that resonate with your viewers.
• Embrace personalization: Tailor your video ads based on individual preferences and deliver personalized experiences. Use data insights to create dynamic and customized content that speaks directly to each viewer.
• Continuously analyze and optimize: Regularly track and analyze the performance of your video ads. Monitor key metrics such as engagement, click-through rates, and conversion rates. Use this data to optimize your campaigns and improve results over time.
• Test and iterate: Experiment with different video ad formats, messaging, and targeting strategies. Test and iterate to find what resonates best with your audience and yields the highest ROI.
• Invest in technology and automation: Utilize advanced tools and technologies to automate data analysis, audience segmentation, and campaign optimization. This will streamline your advertising efforts and enable you to make data-driven decisions more efficiently.

By adopting a data-driven approach to video advertising and implementing these actionable tips, brands can effectively target their audience, improve engagement, and drive revenue growth through personalized and relevant video content.

Also Read – How to crack your first job interview as a digital marketing professional

YouTube Case Study 4: Small Business Success on YouTube: Brand Dollar Shave Club’s Story

Dollar Shave Club’s success story on YouTube stems from their innovative and bold strategy. They adopted a humorous and relatable approach to connect with their target audience. Their YouTube videos featured witty and entertaining content that resonated with viewers. Dollar Shave Club executed their strategy by creating high-quality, low-budget videos that showcased their products’ value and unique selling propositions. They leveraged storytelling and humor to engage viewers and built a strong brand identity through their YouTube channel.

Video – https://www.youtube.com/watch?v=ZUG9qYTJMsI  

Impact and Benefits of Dollar Shave Club’s YouTube Success

Reference Links: https://www.inc.com/magazine/201507/diana-ransom/how-youtube-crashed-our-website.html

https://www.nytimes.com/2013/04/11/business/smallbusiness/dollar-shave-club-from-viral-video-to-real-business.html  

Dollar Shave Club’s presence on YouTube had a profound impact on their business, leading to exponential growth, increased revenue, and brand recognition. Their viral videos garnered millions of views and generated significant buzz, attracting a large customer base. The engaging content on their YouTube channel resulted in high customer acquisition rates, boosting their revenue and market share. Moreover, Dollar Shave Club’s YouTube success helped establish them as disruptors in the industry, challenging established shaving brands and gaining a competitive edge.

Actionable Tips for Brands to Achieve Small Business Success on YouTube

To achieve similar success on YouTube in today’s world, small businesses can follow these actionable tips:

• Know your audience: Understand your target audience’s preferences, pain points, and interests. Create content that resonates with them and addresses their needs.
• Embrace creativity and humor: Find unique ways to showcase your brand personality through creative and humorous content. Be memorable and stand out from the competition.
• Focus on storytelling: Use storytelling techniques to create compelling narratives around your brand, products, or services. Connect with your audience on an emotional level and make your content memorable.
• Prioritize video quality: While a high production budget is not always necessary, ensure that your videos are well-produced, visually appealing, and have good audio quality. Invest in basic equipment to enhance the overall quality of your videos.
• Consistency is key: Maintain a regular upload schedule to keep your audience engaged and coming back for more. Consistency builds trust and helps grow your subscriber base over time.

By implementing these tips, small businesses can leverage YouTube as a powerful platform to showcase their brand, engage with their target audience, and drive business growth. Dollar Shave Club’s success story serves as an inspiration for small businesses looking to make an impact through strategic YouTube marketing.

Also Read – How does AI contribute to the transformation of the digital marketing spectrum?

Key Takeaways from YouTube Case Studies

After analyzing these case studies, several key takeaways emerge:

• Influencer Marketing: Collaborating with influencers can greatly amplify your brand’s reach and credibility.
• Authenticity: Creating genuine and relatable content helps forge a deeper connection with your audience.
• Compelling Storytelling: Engaging narratives can evoke emotions, inspire action, and create a lasting impact.
• User-Generated Content: Encouraging your audience to create and share content can boost brand awareness and foster a sense of community.
• Live Streaming: Hosting live events on YouTube allows for real-time interaction and generates excitement around your brand.

Tips for Creating Successful YouTube Marketing Campaigns

If you’re looking to create successful YouTube marketing campaigns, here are a few tips to keep in mind:

• Research Your Target Audience: Understand your audience’s preferences, interests, and pain points to create content that resonates with them.
• Invest in Production Quality: High-quality videos with professional production values leave a lasting impression and reflect positively on your brand.
• Optimize for Search Engines: Use relevant keywords, compelling titles, and engaging thumbnails to improve your video’s visibility in search results.
• Promote Across Multiple Channels: Share your YouTube videos on other social media platforms to maximize reach and engagement.
• Measure and Analyze: Track important metrics such as views, likes, and comments to gauge the success of your campaigns and make data-driven decisions.

YouTube has revolutionized the way brands connect with their audience. Through the case studies discussed in this article, we have seen how successful brands leverage YouTube’s platform to create engaging and impactful marketing campaigns.

By adopting the strategies and insights from these case studies, you can elevate your own YouTube marketing efforts and drive tangible results for your brand. So why wait? Start exploring the world of YouTube marketing and pursue a digital marketing course by IMS Proschool to develop these skills. Your audience is waiting to be captivated by your videos!

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