YouTube has 1.9 billion monthly active users and is the world’s second-biggest search engine. Day by day, more and more brands add content to the platform hoping to generate buzz around their services and products.
Entering this market could be intimidating. In case your YouTube presence does not concentrate on providing value with engaging content, viewers could spot it immediately.
Luckily, there are lots of brands on YouTube that you could look to for inspiration—many of them in niches that do not immediately scream “entertainment.” Here are 5 unexpectedly awesome YouTube channels from brands.
Purple’s YouTube channel is basically a masterclass in YouTube advertising. Who thought videos about mattresses might be so popular?
Purple’s known for its intelligent and humorous infomercials. Let’s take a look at one of their most popular examples…
At 44 million views, “Does Your Mattress Pass the Human Egg Drop Test?” is one of Purple’s most successful marketing videos.
It is 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 displaying people attempting Purple’s experiment at home—successfully!—for themselves.
Moreover being entertaining and informative, the Human Egg Drop Test includes all the elements of a well-optimized YouTube video:
- n fascinating, provocative title ✓
- A keyword-rich video description with relevant links ✓
- A thumbnail with an eye-catching picture and text summarizing the video ✓
- Cards directing to other videos on Purple’s YouTube channel ✓
Purple’s YouTube marketing is incredibly successful simply because their adverts do not feel like adverts.
When you are planning on utilizing YouTube as a conversion funnel, keep entertainment value in front of mind. People are not going to subscribe to or share your content almost as usually if every video feels like a hard sell.
Court your demographic and with fun, engaging, informative movies they will actually benefit from watching. That is how you build brand loyalty.
Ikea’s marketing game has always been on point, and their YouTube presence is as well-crafted as their shopping experience. The Swedish furniture firm 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 “Oddly IKEA” marketing campaign, and the result is incredible:
The autonomous sensory meridian (ASMR) response is a tingly, relaxing feeling triggered by particular sounds and visuals. ASMR videos are large on YouTube. Over 5.2 million have been uploaded to the platform, and they are watched all over the world.
IKEA’s marketing group was great to use ASMR to sell dorm room furniture. What better method to showcase a relaxing bedroom to Generation Z college freshers?
… And cat videos
It might seem a bit clichéd now, however, IKEA jumped on the cat video trend back when it was at its peak. While the video is no longer on their channel—probably because it is too old—however, I could not resist hunting down this little piece of IKEA marketing history back from 2010:
IKEA’s marketing group consistently finds and adapts viral trends that match naturally with their brand. So how could you do the same?
When planning YouTube content, consider exploring your subscribers’ favorite channels for inspiration. Watch their videos to better understand your goal market and what they want to see.
You do not need to worry about your own videos going viral; a nod to a popular trend could usually be enough. Concentrate on creating consistently good content and your YouTube channel will develop.
3. Warby Parker
Warby Parker built a name for itself by challenging conventions around shopping for eyewear, and they have seamlessly translated this brand onto YouTube.
Working with influencers
A giant part of Warby Parker’s advertising strategy involves partnering with influencers and other brands. They have teamed up with everybody from Kanye’s creative director Virgil Abloh to luxury department stores such as Nordstrom.
Warby Parker’s YouTube channel options video profiles of creative professionals proudly wearing the eyewear brand. Each person has been carefully chosen to project the sense of effortless cool the brand is known for.
Take a look at their “Wearing Warby” playlist. It is fully in line with the company’s mission and values: “to offer designer eyewear at a revolutionary price while leading the way for socially conscious companies.”
Once you are marketing your own product on YouTube, partner with influencers or other fascinating people who are enthusiastic about your brand and fit your target demographic.
You do not need to stress about working with huge celebrities, either. In fact, niche influencers may even prove more effective for your model. Just take a look at this Google infographic, which reveals how YouTube creators foster closer relationships with their subscribers than traditional celebrities.
Another lesson we are able to learn from Warby Parker is that it is Ok to experiment with your brand, and even misstep occasionally.
Earlier this year, Warby Parker teamed up with Arby’s to form “WArby’s”. Yes, it was an April Fool’s joke—and not everybody got it. Still, the “WArby’s” prank showcases Warby Parker’s willingness to be creative and have fun with their brand, which is never a bad look.
4. Gordon Ramsay
Gordon Ramsay’s an enormous TV star, however, did you know he’s killing it on YouTube too?
His YouTube channel has nearly 8 million subscribers and close to 1.3 billion views. On offer is a mix of Ramsay’s trademark restaurant rampages tastefully paired with recipe videos shot in the chef’s home kitchen.
Everything about Gordon Ramsay’s YouTube presence is entertaining, however, there is one particularly necessary point to consider about his channel. Every single video is carefully curated to construct a balanced portrait of the famous restaurateur.
We know from TV shows such as Hotel Hell that Gordon Ramsay can get a little angry sometimes. However, if you watch his YouTube videos, you get to see his softer side.
Gordon Ramsay’s one-on-one recipe videos are surprisingly intimate, with none of the rages you see on Kitchen Nightmares. When he is teaching you the way to make granola, it is simple to forget that he spends lots 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 picture, displaying there’s more to Gordon Ramsay than his fiery temper.
When you are hoping to build a personal brand on YouTube, take care to show the various facets of your personality via your content.
Doing this will help you form a deeper connection with your fans, who will feel like they are getting to know you better every time you publish a new video.
Japanese game firm Nintendo is one of the top 10 brands on YouTube, with a subscriber count approaching 5 million. The firm began getting serious about YouTube advertising with the launch of the Nintendo Switch, and it is been central to their most successful marketing campaign in years.
Connect with your fanbase
Nintendo’s YouTube Live events are an enormous purpose for their success on the platform.
Not like other large players in their business, Nintendo generally does not have an enormous presence at gaming expos. Instead, the company hosts a short (30–60 minute) YouTube Live event every couple of months known as the Nintendo Direct.
Occurring several times throughout the year, Nintendo Directs are extended news events where subscribers could get an inside look at what’s on the horizon at Nintendo. Following trailers and commentary, subscribers are invited to tune into a separate live stream, the Nintendo Treehouse, where a panel of hosts play the title together live.
Nintendo Directs are particular for their subscribers because everybody gets to experience large reveals simultaneously, without having to schlep to a convention.
This YouTube strategy is (up to now) unique to Nintendo, and it is hugely effective, triggering massive engagement across their social channels following each event (the memes are actual).
Nintendo’s constructed an extremely sturdy, unique model over the years—they’d have an enormous following even without YouTube. What’s fascinating is how they use YouTube Live events to generate hype and whip their followers into a frenzy.
Nintendo schedules and announces Directs well in advance, so there is plenty of time for the excitement to build. When they occur, followers are supplied with big quantities of knowledge to pore over and dissect on Twitter and Reddit, and the hype prepare runs at full pace till launch day.
Effectively-timed movies and usually scheduled content material work wonders for fostering engaged, passionate YouTube viewers. Monitor your analytics to see when your subscribers are most energetic and plan new video releases around these occasions.
Be certain that the content material you’re posting on YouTube provides distinctive worth your subscribers can’t get in your different channels. Build a content calendar and reserve a few of your larger bulletins for YouTube. Give folks causes to maintain coming again to your web page!