5 Unexpectedly Awesome YouTube Channels and What You Can Learn from Them
YouTube has 1.9 billion monthly active users and is the worldâs second-biggest search engine. Every day, more and more brands upload content to the platform hoping to generate buzz around their products and services.
Entering this market can be intimidating. If your YouTube presence doesnât focus on offering value with engaging content, viewers can spot it immediately.
Fortunately, there are a ton of brands on YouTube that you can look to for inspirationâmany of them in niches that donât immediately scream âentertainment.â
Check out these five companies that do YouTube marketing right.
Bonus: Download a free guide that reveals the exact steps one entrepreneur took to gain more than 23,000,000 views on YouTube with no budget and no expensive gear.
5 unexpectedly awesome YouTube channels from brands
Purpleâs YouTube channel is basically a masterclass in YouTube marketing. Who thought videos about mattresses could be so popular?
Purpleâs known for its clever and humorous infomercials. Letâs look at one of their most popular examplesâ¦
At 44 million views, âDoes Your Mattress Pass the Human Egg Drop Test?â is one of Purpleâs most successful marketing videos.
Itâs basically a wacky lab experiment: a guy with unbroken eggs strapped to his back is dropped onto a mattress, and the eggs remain intact.
The comments section on this video is overwhelmingly positive. In fact, the Human Egg Drop Test was so popular that it inspired a wave of videos showing people trying Purpleâs experiment at homeâsuccessfully!âfor themselves.
Besides being entertaining and informative, the Human Egg Drop Test includes all the elements of a well-optimized YouTube video:
Purpleâs YouTube marketing is incredibly successful simply because their ads donât feel like ads.
If youâre planning on using YouTube as a conversion funnel, keep entertainment value front of mind. People arenât going to subscribe to or share your content nearly as often if every video feels like a hard sell.
Court your demographic and with fun, engaging, informative videos theyâll actually benefit from watching. This is how you build brand loyalty.
Ikeaâs marketing game has always been on point, and their YouTube presence is as well-crafted as their shopping experience. The Swedish furniture company has a knack for jumping on trends and making them their own, without being gimmicky.
IKEA leaned into the ASMR video trend as part of their âOddly IKEAâ marketing campaign, and the result is incredible:
The autonomous sensory meridian (ASMR) response is a tingly, relaxing feeling triggered by specific sounds and visuals. ASMR videos are huge on YouTube. Over 5.2 million have been uploaded to the platform, and theyâre watched all over the world.
IKEAâs marketing team was smart to use ASMR to sell dorm room furniture. What better way to showcase a relaxing bedroom to Generation Z college freshers?
â¦ And cat videos
It might seem a little clichÃ©d now, but IKEA jumped on the cat video trend back when it was at its peak. While the video is no longer on their channelâprobably because itâs too oldâbut I couldnât resist hunting down this little piece of IKEA marketing history back from 2010:
IKEAâs marketing team consistently finds and adapts viral trends that fit naturally with their brand. So how can you do the same?
When planning YouTube content, consider exploring your subscribersâ favorite channels for inspiration. Watch their videos to better understand your target market and what they want to see.
You donât need to worry about your own videos going viral; a nod to a popular trend can often be enough. Focus on creating consistently good content and your YouTube channel will grow.
3. Warby Parker
Warby Parker built a name for itself by challenging conventions around shopping for eyewear, and theyâve seamlessly translated this brand onto YouTube.
Working with influencers
A big part of Warby Parkerâs marketing strategy involves partnering with influencers and other brands. Theyâve teamed up with everyone from Kanyeâs creative director Virgil Abloh to luxury department stores like Nordstrom.
Warby Parkerâs YouTube channel features video profiles of creative professionals proudly wearing the eyewear brand. Each person has been carefully selected to project the sense of effortless cool the brand is known for.
Check out their âWearing Warbyâ playlist. Itâs fully in line with the companyâs mission and values: âto offer designer eyewear at a revolutionary price, while leading the way for socially conscious businesses.â
When youâre marketing your own product on YouTube, partner with influencers or other interesting people who are enthusiastic about your brand and fit your target demographic.
You donât need to stress about working with huge celebrities, either. In fact, niche influencers might even prove more effective for your brand. Just look at this Google infographic, which shows how YouTube creators foster closer relationships with their fans than traditional celebrities.
Bonus: Download a free guide that reveals the exact steps one entrepreneur took to gain more than 23,000,000 views on YouTube with no budget and no expensive gear.Get the free guide right now!
Another lesson we can learn from Warby Parker is that itâs okay to experiment with your brand, and even misstep occasionally.
Earlier this year, Warby Parker teamed up with Arbyâs to form âWArbyâsâ. Yes, it was an April Foolâs jokeâand not everyone got it. Still, the âWArbyâsâ prank showcases Warby Parkerâs willingness to be creative and have fun with their brand, which is never a bad look.
4. Gordon Ramsay
Gordon Ramsayâs a huge TV star, but did you know heâs killing it on YouTube too?
His YouTube channel has almost 8 million subscribers and close to 1.3 billion views. On offer is a mix of Ramsayâs trademark restaurant rampages tastefully paired with recipe videos shot in the chefâs home kitchen.
Everything about Gordon Ramsayâs YouTube presence is entertaining, but thereâs one especially important point to consider about his channel. Every single video is carefully curated to build a balanced portrait of the famous restaurateur.
We know from TV shows like Hotel Hell that Gordon Ramsay can get a little angry sometimes. But when you watch his YouTube videos, you get to see his softer side.
Gordon Ramsayâs one-on-one recipe videos are surprisingly intimate, with none of the rage you see on Kitchen Nightmares. When heâs teaching you how to make granola, itâs easy to forget that he spends a lot of his time making chefs cry.
This is how you take a personal brand to the next level on YouTube.
Gordon Ramsay leveraged his hotheaded persona to build a multimillion dollar culinary empire. His YouTube channel cultivates a different image, showing thereâs more to Gordon Ramsay than his fiery temper.
If youâre hoping tobuild a personal brand on YouTube, take care to show the various facets of your personality through your content.
Doing this will help you form a deeper connection with your subscribers, who will feel like theyâre getting to know you better every time you post a new video.
Japanese game company Nintendo is one of the top 10 brands on YouTube, with a subscriber count approaching 5 million. The company started getting serious about YouTube marketing with the launch of the Nintendo Switch, and itâs been central to their most successful marketing campaign in years.
Connect with your fanbase
Nintendoâs YouTube Live events are a huge reason for their success on the platform.
Unlike other big players in their industry, Nintendo generally doesnât have a huge presence at gaming expos. Instead, the company hosts a short (30â60 minute) YouTube Live event every couple of months known as the Nintendo Direct.
Happening several times throughout the year, Nintendo Directs are extended news events where fans can get an inside look on whatâs on the horizon at Nintendo. Following trailers and commentary, fans are invited to tune into a separate livestream, the Nintendo Treehouse, where a panel of hosts play the title together live.
Nintendo Directs are special for their subscribers because everyone gets to experience big reveals simultaneously, without having to schlep to a convention.
This YouTube strategy is (so far) unique to Nintendo, and itâs hugely effective, triggering massive engagement across their social channels following each event (the memes are real).
Nintendoâs built an incredibly strong, unique brand over the yearsâtheyâd have a huge following even without YouTube. Whatâs interesting is how they use YouTube Live events to generate hype and whip their fans into a frenzy.
Nintendo schedules and announces Directs well in advance, so thereâs plenty of time for excitement to build. When they happen, fans are provided with huge amounts of information to pore over and dissect on Twitter and Reddit, and the hype train runs at full speed until release day.
Well-timed videos and regularly scheduled content works wonders for fostering an engaged, passionate YouTube audience. Monitor your analytics to see when your subscribers are most active, and plan new video releases around those times.
Make sure the content youâre posting on YouTube offers unique value your subscribers canât get on your other channels. Build a content calendar and reserve some of your bigger announcements for YouTube. Give people reasons to keep coming back to your page!
Plan and schedule your YouTube content with Hootsuite. Itâs easy to quickly publish your videos to Facebook, Instagram, and Twitterâall from one dashboard. Try it free today.
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December 3, 2018 at 08:55AM