Sales & Marketing

YouTube success
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The secret to achieving YouTube success for SMEs

3 Mins

With videos covering every conceivable topic and interest, YouTube success can be achieved since the video sharing platform has brought together whole communities of people who share the same interests.

For many businesses, achieving YouTube success has made the network a lucrative advertising channel, bringing with it the opportunity to target specific groups and interests.

Whilst many of the most successful YouTube contributors work full-time on the platform to maximise reach and visibility, it is possible for just a single video to catapult a brand’s social reach.

The Ice Bucket Challenge in 2014 is the perfect example of this, raising £88m for charity in just a few short weeks, when the initial video went viral.

Creating compelling content to secure YouTube success is, of course, a goal for many SMEs, who want a share of that viral magic for their own businesses. In this article, we list a few top tips for YouTube success, that any SME can utilise for their own brand.

(1) Demonstrate your products’ abilities

A 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 USP

Sometimes 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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