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Learn from these Brands on YouTube

By Nate Riggs on July 30, 2014 |

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brands on youtube Last week we introduced the topic of creating effective content on YouTube and took a look at The Fine Brothers, one of the best content producers on the site today.

This post will continue this mini series but will shift focus on some of the brands on YouTube who have mastered the formula and are cashing in big time as a result.

Want to be Sexy Like Me?

The first YouTube leader we will analyze is L.A.-based Juicy Couture. Watch this video directed by Terry Richardson which features Victoria's Secret angel Candice Swanepoel.

https://www.youtube.com/watch?v=JBEX_uXFMn8

We follow Candice on her blissful daydream in which she is constantly shifting in and out of different scenes and in and out of different outfits. The trick? Each outfit and accessory is paired with live annotations that allow you to shop for those specific items by clicking on the video.

This video is particularly impressive because it actually goes against some of the core content marketing principles - chiefly not to bombard your consumers with overt advertising. But they do it in a fun way that dispels potential negative reactions from viewers.

This minute and a half commercial had a big impact on sales and the items featured in the video sold like hot cakes.

The Handy Brands

Brands on Youtube Lowe's and The Home Depot

Both Lowe's and The Home Depot are doing an excellent job at capitalizing on their digital strategies. Their stores are full of almost every home improvement tool or product you could want, but most people don't know where to start or what they are capable of doing.

Both companies tackled this challenge head-on by creating hundreds of instructional videos that walk viewers through projects and specify what materials they will exactly need.

The videos take the guess work out of projects and give viewers peace of mind knowing they have consulted an expert source.

They are also a brilliant upsell method and in some cases can flip the purchasing process on its head. When you walk into a Home Depot or Lowe's you likely have a very specific reason for being there and buy the bare minimum.

But if you watch a video that inspires you to take on a do-it-yourself project that you would never have considered otherwise, you suddenly have an entire shopping list on your hands!

The Pro - GoPro

If you aren't familiar with GoPro, they are a camera manufacturer which specializes in wearable products that are ideal for sports, underwater filming, attaching to helmets, etc.

Admittedly, GoPro has an innate advantage since their products literally produce video content. So in many ways, the fans and users are almost fueling the content production themselves.

However, GoPro also has committed to producing high-quality content and have amassed a massive following.

Their videos take you on 1st-person view adventures in which you can play with lions, swim with sharks, and fly over The Big Apple in a wingsuit.

Brands on YouTube Felix Baumgartner's Space Jump

One of the lessons from last week's article was the importance of seeking opportunities for collaboration. GoPro has done a brilliant job of teaming up with fellow content expert Red Bull, including the highly-promoted stunt where Felix Baumgartner did a free fall from more than 24 miles above the Earth's surface.

How was Felix's journey documented? With a GoPro of course.

The Bottom Line

Finding creative ways to integrate your products into your video content is the name of the game for brands on YouTube. Of course this is not a new idea, but it is one that many companies still struggle to master.

Learning from the three companies above and others out there who are successful is one of the best ways to improve your own content strategy. Also be sure to reference YouTube's Creator Playbook for Brands which will walk you through functionality details and other best-in-class practices.

What companies do you think are excelling in their YouTube presence? Let us know in the comments below!

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Nate Riggs

Written by Nate Riggs

Nate Riggs is the Founder and CEO of NR Media Group, a Certified HubSpot Partner and inbound consulting firm. He leads a team of experienced strategists, content marketers, creatives and technologists that help organizations deploy and use HubSpot’s marketing, sales, and service software to operate more efficiently and accelerate growth. Nate regularly presents keynotes and workshops at top industry conferences like INBOUND, Content Marketing World and Oracle’s Modern CX. In 2017, Nate was recognized by HubSpot for his contributions to the development of the HubSpot Education Partner Program. Nate regularly presents keynotes and workshops at top industry conferences like INBOUND, Content Marketing World and Oracle’s Modern CX. In 2017, Nate was recognized by HubSpot for his contributions to the development of the HubSpot Education Partner Program.
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