There are over 78m registered users and 24hrs of video uploaded to be shared on YouTube every minute (source: Social Commerce Today) Whilst much of this content is not so much shopping-related, research shows that people are increasingly sharing information on products and services via YouTube. For younger people especially, YouTube is fast becoming their premier product information resource. A new shopping search engine if you like.
One of the best examples of this is a video showing a diver being effectively mugged by an octopus. The diver was trying out a new Panasonic camera, which the octopus stole. The video depicting the robbery and the subsequent chase to get it back, went viral with over 2 million views in just a few days. Moreover, this created long conversation threads, with much of the conversation focusing not just on the event, but also on the durability of the camera and the quality of the video!
Of course, this is beyond the wildest dreams of the Panasonic marketing department, but it shows an important point. This is content from real people using real products in real situations – and this is far more compelling than content which is pushed at the consumer via any marketing agency. It shows YouTube as a powerful product demo tool.
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I am not suggesting that this happens all the time of course. It is more luck than anything. Something takes hold and it just goes from strength to strength. The power of the viral loop is something everyone is chasing, but very few marketing agencies manage to attain. It is something neither they nor any manufacturer can control. It all lies with the user. No-one can predict it.
But when it comes to marketing, video can be a great way to interact with potential customers, but you must do it correctly in order to attract new customers and not chase them away. They must see your video as providing them with interaction as well as value in order to be an effective means of social media marketing.
YouTube should certainly not be overlooked as a social media tool. We would be interested in hearing your YouTube success stories. How have you used it? How has it worked for you? Do you have any tips or tricks that you would like to share? Please use the comment section to share your YouTube experiences.