How advanced is your YouTube content strategy? It’s something you should consider; after all, YouTube is the second largest search engine in the world. 90% of consumers watch videos online, and more importantly, these consumers are 2 times more likely to purchase when they do.
We recently hosted webinar, Optimizing Video Content on YouTube, with YouTube’s Global Team Lead for Brand, Mark McMaster. One of the biggest takeaways: stop investing a ton of time and resources on one viral video in hopes of a million views. Smart marketers are creating a steady stream of content; content that meets the user at every intent, time, and stage of the buyer’s journey.
This ensures that your marketing is “always on,” giving your customers a reason to invest in your brand and keep coming back. In another words, all a marketer ever wants and hopes for…
One YouTube Strategy, Three Types of Video Content
For a brand to create a consistent stream of content, Youtube recommends three types of content: Hero, Hub, and Hygiene.
1. Drive Awareness with Hero Content
Hero content is large-scale and viral. They’re tent pole events or “go big” moments that drive your brand’s awareness. Hero content is most similar to a traditional television ad; a brand will invest all its money and time on a “big splash” video that’s main goal is to reach as many people as possible.
Example: Volvo Trucks released a “big splash” awareness video featuring Jean Claude Van Damme performing a split between two Volvo trucks. This video currently has a whopping 77 million views.
2. Bring Your Customers Back with Hub Content
The second type of content is Hub content, which is regularly scheduled “push” content around customer passions. It’s intended to drive engagement and bring your customers back, which incentivizes subscribes and follows.
Example: Volvo Trucks’ implements this strategy well with a series called, “Welcome to my cab,” that highlights the most spectacular and customized trucks on the planet — specifically catering to the trucker community.
3. Stay Relevant with Hygiene Content
Lastly, Hygiene content is characterized as “always on” content and is often compared to an SEO or SEM strategy because of its reliance on key terms. This is catered to people who search on YouTube with specific intent like “How to Do a Fish Tail Braid,” or “How to Make a Cappuccino.”
Example: Volvo Trucks creates videos that focus on in-depth explorations at truck technology and newly released truck features. This content is specifically aligned with search.
Creating consistent, relevant, and effective video content is crucial for any brand. Are you always there in the moments that matter? Are you always relevant in terms of your content? Are you always optimized for reporting and attribution?