Integrating video into your marketing strategy isn’t just about re-posting ads originally made for TV on your YouTube channel, or turning any old content into video content. The most successful companies on YouTube have found ways to create original and unique videos and series that really extend the brand experience. Here are some of our favourites.
Red Bull
Subscribers: 6,155,540
Views: 1,836,971,565
Red Bull is one of the top subscribed-to brands on YouTube, and it’s easy to see why they appeal to such a broad audience. With a variety of extreme sports clips and highly-produed original series content, their videos have been known to get close to a billion views. Their videos are usually short clips and contain edge-of-your-seat, highly shareable content, which only helps contribute to the channel’s popularity and Red Bull’s “stoke factor” branding.
The video below was posted a few months ago and is currently sitting at 9,522,425 views.
LEGO
Subscribers: 2,974,191
Views: 4,878,260,078
LEGO has created an awesome YouTube experience for its audience, by broadcasting a number of “webisode” series to promote their toys, games, movies and apps. Their LEGO News Show series is set up like a real news channel with our favourite LEGO characters come to life to promote their LEGO Life app downloads. The following video was posted just over a month ago and has garnered 1,728,075 views.
They also regularly post live content, like during LEGO World 2017, and they have LEGO designers and builders post demos and tutorials on how to build certain pieces like a pro. This type of content, in addition to the fact that their videos are available in numerous languages, has helped LEGO appeal to and reach a wide audience.
GoPro
Subscribers: 4,925,424
Views: 1,489,328,648
We’ve always loved GoPro’s videos (remember the “Fireman saves Kitten” video?! *Sob*), and they still do not disappoint. Posting regular content every week, GoPro is similar to Red Bull in that their most successful videos tend to be extreme sports-related. They also have a great series for the “GoPro Awards” where followers can submit their own GoPro-filmed content. It’s a smart way to keep their audience engaged and subscribed to their channel.
Victoria’s Secret
Subscribers: 1,286,566
Views: 262,042,998
The Victoria’s Secret YouTube channel gives viewers exclusive, behind-the-scenes access to the Supermodels, their lives, workout tips, and the intense preparation for the annual Fashion Show. Just a few weeks ago they tried something new and posted an interactive video to help one of the Angel’s make the decision to stay in for the night, or go out. It’s pretty much a “choose your own adventure” for a Victoria’s Secret model, and it’s a fun and unique way for the brand to interact with their audience. Check it out:
- Post fun, engaging, and unique content
- Tell stories
- Make regular, recurring content like series, to entice people to subscribe and come back for the next episode
- Figure out what your audience wants and appeal to their interests
- Make helpful content like Tutorials or How-To’s
- Read your audience comments to learn what they are enjoying and what you should do less of
- If you’re going to promote your services or products in your videos, do it in a subtle way
And above all, have fun! Video marketing is all about letting your creative flag fly.
For more information about the importance of implementing your video marketing strategy in 2017, check out HubSpot’s most recent State of Inbound Report, downloadable here:
