For long google has been dissed for its investment made in Youtube and how it was unwise to invest in the video platform with low monetization potential.
Over last couple of months have started seeing increasing usage of youtube among peer to check reviews for things ranging from cars, white goods, holiday destinations to movie reviews as preferred way of discovering information. This means its important for consumer facing brands to have a strong online video strategy which focuses on creating online video content for users to consume similar to whats happening on Television.
In recent past my searches have brought me closer to selecting Skoda Yeti as potential car to wait for instead of Honda Civic or looking to buy a new laptop which lead me to this hilarious video which actually proves point on how light weight their thinkpad laptops are. (Video)me.
What aspect of online video content generation should brands focus on
i) Generating Editorial content on laptop – nothing to see other people talking about their experience with product
ii) 1 minute video which are either information driven or entertainment driven which embeds a brand product line feature as whenever someone will talk about owning light weight laptop i am sure to point to this video seen.
iii) Why not like a music artist own a channel and keep creating content and keep engaging user.
When we look at positioning its also important there should be connecting videos which doesn’t require user to leave the youtube platform and keep consuming more brand mantra.
If anyone has a better case study of something being done in US or elsewhere would like to dissect it further from RoI point of you.