The Power of Video

By: Dan Bergeron  We all know that words play such an important role in marketing messages establishing the voice and tone of a brand. More often than not, pictures can be more impactful than words.  I'm sure you are familiar with the saying, 'A Picture is Worth a Thousand Words.'  If words and pictures can both be of equal importance for a brand, video seems like a logical combination of the two.  Although videos are by no means nothing new, brands are using videos in ever-changing ways, engaging with consumers on a personal level.

Video sharing has been around for quite some time now. Although there are many sites that allow user generated video content to be uploaded, YouTube is the largest by a landslide, and has been around since 2005.  When we think about social media and connecting brands with consumers, Facebook and Twitter often take the podium of attention. While Facebook and Twitter are both extremely large and successful platforms for brands to use to connect with consumers, it is important to not disregard YouTube.  Consumers tend to love photos and videos.  By nature videos are social, people constantly watch and share their favorite videos with friends.

In some cases, video virality can have a negative effect on a brand if the brand's presence is minimal or absent on YouTube.   You might recall the video of Domino's Pizza employees doing unsanitary things to the food, which ultimately spread like wildfire on YouTube and lead to investigation.  Another example is the musician who had his guitar broken when flying on United Airline.  The musician then uploaded a video how 'United Breaks Guitars', which to date has over 10 million views.  If you search for 'United Airlines' on YouTube, this video is still in the top 3 results.  If brands had a stronger presence on YouTube, perhaps these negative videos would not continually be among the top search results.

The power of video is incredible.  For certain brands, it seems silly to not be take advantage of YouTube.  What makes YouTube such an incredible platform?  Quite simply, it's free and there is no membership needed to view videos.   Facebook and Twitter both require a valid email address to sign up for an account before interacting with a brand.  YouTube videos can be viewed by anyone at anytime, although Facebook and Twitter users tend to share YouTube videos very often and even link their accounts to YouTube.  Here are a few interesting statistics from YouTube:

  • YouTube is the 2nd largest search engine in the world.
  • Nearly 17 million people have connected their YouTube account to at least one social service (Facebook, Twitter,etc).
  • 98 of AdAge's Top 100 advertisers have run campaigns on YouTube and the Google Display Network.
  • Over 12 million people are connected and auto-sharing to at least one social network.
  • 100 million people take a social action on YouTube (likes, shares, comments, etc) every week.
  • More than 50% of videos on YouTube have been rated or include comments from the community.

There are many brands already utilizing the viral opportunities on YouTube.  A few favorites of mine are Nike and DC Shoes.  Both of these brands incorporate high quality videos into their YouTube channels. Both brands do an excellent job at listening to their fans. Brands like Nike and DC Shoes have taken the time and effort to produce high quality videos, resulting in millions of views, shares, comments and likes.  Successful videos will not be forgotten and will continue to be viewed for years to come.

With YouTube being the second largest search engine in the world, and maintaining a Klout Score of 100, how can your brand take advantage of social video sharing opportunities?