YouTube: Brand Marketer’s Biggest Untapped Medium in 2022

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October 20, 2022

An Untapped Platform

YouTube isn’t used nearly as often as it should be, especially when it comes to people looking to market their business. In fact, less than 10% of businesses have their own channel, according to Brand Watch. That makes YouTube one of the most valuable untapped mediums that exists. Therefore, you need to start and grow your channel TODAY. It’s not only a great idea for you, it’s your BEST opportunity for reaching your target market and getting them to understand you and your brand on a deeper level. In this article we’ll explore three businesses that are getting it right when it comes to YouTube. Patagonia, Red Bull and GoPro are examples of businesses that use YouTube the right way to connect with their target audience and gain brand recognition.

Brands That Are Succeeding

Before we delve into the three case studies, here are some important facts you need to know about YouTube and its popularity with users: 

  • 2 billion active users a month  
  • 2nd most popular search engine in the world 
  • In the United States, 90% of digital consumers use it

What They Have in Common

  • They all have a VERY clear understanding of their target audience
  • They all understand the true value proposition of their products to their customers
  • They all know how to tell their story well so that their audience can see themselves interacting with the product naturally

How Patagonia Uses YouTube 

Patagonia is a clothing company who is noted for their devotion to giving back to the planet. Rarely have they strayed from their mission and given into trends of fads. They have successfully taken that strategy to their YouTube channel, and garnered over 100 million views, with videos like Artifishal – a documentary about saving wild salmon.

How Red Bull Uses YouTube

Red Bull’s YouTube strategy has translated to more than 10 million subscribers and tens of millions of views. They have such a clear understanding of their audience and what aligns with them – and their content perfectly reflects this. It is no coincidence that over the years, Red Bull has become synonymous with extreme stunts and sports. Their content does not promote energy drinks but rather, pushing the limits often in extreme sports.

How GoPro Uses YouTube

GoPro’s YouTube showcases how viewers can creatively capture immersive and beautiful experiences and share them with people who will actually WANT to watch. GoPro often uses a “top 10” clip format for connecting with their audience and showcasing the capabilities of their cameras. Here are some great examples of them getting it right. 

What You Can Do for Your Business 

YouTube is a great untapped medium – but you need to start your channel TODAY in order to have the greatest probability of success. Here are some strategic ideas for starting your YouTube channel. 

  1. Clearly outline the persona of your buyer – What are their emotional needs? What are their interests? Hobbies? Desires? What problems can your product or service solve for them? 
  2. Showcase your brand’s voice – What does your business stand for? How can your target audience align with your mission? Your brand’s voice should always be front and center. Work it into the messaging for each YouTube video you create.  
  3. Tell stories that inspire – What storytelling elements can you use to highlight your service or product? How can you inspire viewers to see themselves with your products?
  4. Share updates! Take viewers behind the scenes. Let them know about your business from an insider’s perspective. What are upcoming projects you’re working on? Do you have a grand goal that viewers can rally around? Bring your audience every step along the way. 
  5. Utilize Tools to find your target audience and manage your channel. One great way to level up is with TubeBuddy, whether you have one channel or many. TubeBuddy is a tool that will help you optimize your content and understand your audience better in order to gain views and subscribers faster. This tool will give you a leg up on the competition AND make your life easier when it comes to content creation. 

Take the strategic ideas listed above and use them consistently. This will build you a loyal following over time. You’ll create a passive influx of traffic and eyes on your business. That way you’ll be like Patagonia, Red Bull, and GoPro. These three businesses are great examples of getting it right on YouTube. Each of these businesses understands their audience and what they enjoy on a deep level. These companies aren’t overselling their products. Instead they’re bringing attention to their brand by showcasing common interests, desires and hobbies. 

Now that you know what you need to do to utilize YouTube, keep your eyes out for our next installment where we look at the top things your brand should avoid while building your YouTube presence.