Wednesday, July 1, 2009

Tuning into YouTube

Mashable has a recent post by Catherine-Gail Reinhard, who looks at the 5 outstanding brands on YouTube. She specifically excludes brands that run a one-shot contest and let their YouTube channels go stale or mainly post commercials. Here are her top 5, with my brief comments:
  1. Quiksilver and Roxy. Actually, these are separate brands that target surfers, skateboarders, and snowboarders. Both of these company's videos have had tens of thousands of views, and each posts new videos quite frequently. Knowing the power of social media marketing, both are on FB and other popular sites. As soon as you look at these YouTube channels, you know who they're targeting and why the audience responds. Some exciting and compelling footage here, folks.
  2. Ford Models. OK, Reinhard admits that having access to some of the most gorgeous models in the world gives this YouTube channel an unfair advantage--and the millions of views show that she's right. If you hire models or want to be a model or just want to know how modeling works behind the scenes, these are the videos for you.
  3. University of Phoenix Online. Disclaimer: My textbooks may be used in some UofP classes, although I don't know for sure. Nonetheless, it's clear that the school's YouTube channel, which has just under 1,000 subscribers and more than 200,000 views, is extremely professional and easy to navigate. Anyone who's considering going back to college or earning a higher degree online will find lots of food for thought here.
  4. Home Depot. Yes, Home Depot. Wanna know how to install a new toilet? Click the video. Learn how to get a container garden going or slash your electric bill. A couple of thousand subscribers and nearly 240,000 views show that people seeking how-to advice know where to go--Home Depot's YouTube channel. All this know-how supports the retailer's positioning and encourages visits to its web site and stores.
  5. Nike Football. Or, as we say in my part of the world, soccer. Now this is one popular channel, with more than 11,000 subscribers and nearly a million views. Fans flock here to see videos of professional players and skill-building tips. If you're a football fan, you have to browse this channel. The swoosh is present but not overdone. It's the sport that gets the spotlight, and that's why this channel draws so well.

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