(1) Demonstrate your products’ abilitiesA superb example of using videos for product demonstration is CAT, the heavy plant manufacturer. CAT has produced a video that shows mini-diggers playing Jenga, and machines carefully moving around a China shop, amongst other things. That video is just one in a series of YouTube hits that form part of CAT’s #BuiltForIt campaign. This campaign highlights the precision handling, manoeuvrability and strength of the company’s product range in a fun and engaging way.
(2) Highlight your USPSometimes the simplest ideas are the best, and Hebridean whisky distillery, Lagavulin, demonstrated this brilliantly with its Christmas YouTube campaign. The firm hired actor and comedian, Nick Offerman, to star in a 45-minute video, in which he does nothing but sit in a comfortable armchair in front of an open fire, drinking whisky. No words are spoken, but the atmosphere is superb, and the message – that you can’t hurry a good whisky – is made abundantly clear. This tactic was repeated over the 2016 festive period, with Nick Offerman again appearing for the whiskey company in an hour-long countdown to New Year’s to great effect! It’s a basic marketing principle that consumers like brands that they perceive hold similar values to their own. Lagavulin worked on that principle with this video, to create content that whisky lovers could relate to personally. For SMEs looking for YouTube success, it’s important to find their own unique connections with their customers.
You can also learn more on YouTube success from the trend of vaping and toy brand Hot Wheels on the next page.
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