Discover marketing opportunities on YouTube

- [Instructor] As the most watched video streaming platform in the world, YouTube is ripe with marketing opportunities. Let's talk about some of the ways that YouTube can be used for marketing. First and foremost is content marketing. Content marketing is one of the most effective ways to market with YouTube. When I talk about content marketing, I'm talking about producing video content that provides value to the viewer. We'll talk about some different content marketing strategies later on in the course, but it's important to understand that with content marketing, the focus should be on providing value to the viewer and not necessarily converting sales. With content marketing, you build trust and rapport for your brand, and in turn, make it more likely that viewers will purchase your products and services. So content marketing may consist of informative videos, comedy, or exclusive events. Videos produced for content marketing shouldn't seem like an advertisement that tries to sell a user on a product or service. Content marketing is more subtle and caters to the long game of marketing. In addition to content marketing, YouTube also provides plenty of advertising opportunities. Video ads are more engaging than display ads, and with the amount of content on YouTube, it shouldn't be too difficult to find a category to advertise in front of that's a good fit for your organization. YouTube also provides a lot of opportunity for influencer marketing. There are plenty of big name YouTubers that are willing to do product placement campaigns and sponsored videos. If creating content and ads isn't your strong suit, looking into influencer marketing may be a great option for you. Collaborative marketing on YouTube is essentially a mix between content marketing and influencer marketing. Using YouTube, organizations can collaborate with related companies to improve the visibility of their brand, provide value to customers, and strengthen their business connections. Let's take a look at a few examples. So first of all, there was a partnership between Nike and Sharpie where Nike actually made some shoes that were meant to be written on, and Sharpie provided the writing utensils. The Sharpies had the little Nike check and you were supposed to write your goals or dreams on your shoes with the Sharpie, and they created a whole marketing campaign for this. There was also a partnership between the North Face and Gucci where North Face made some puffer jackets that were kind of a luxury item in comparison to their other products. They partnered with Gucci for it. Both companies did some advertising and really promoted that puffer jacket. So that was a collaboration between those two. Pottery Barn and Sherwin-Williams have partnered so that when you're shopping for your furniture at Pottery Barn, you can also then pick out the paint color for the room using all the Sherwin-Williams paint. So they have a marketing, and really a sales collaboration as well. And you also have Uber and Spotify. Uber made it so you could actually as a rider in an Uber car, you could use your own phone and Spotify to play music in the Uber. So they advertised that as well, another collaboration. And then we have Red Bull and GoPro. They do a lot of collaborative advertisements. They have kind of related customer base. Their industries are very different, but the customer base is similar. So I think GoPro has exclusive rights to do all of the point of view media content for Red Bull. So they have a really big collaboration. So there's definitely a ton of opportunity on YouTube to do some of this collaborative marketing with other companies that have similar customer bases, or just have a customer base that you liked to tap into. So definitely, look into that. Using these four methods of marketing on YouTube that we've talked about in this video, organizations have nearly limitless opportunities to be creative with their marketing and run YouTube marketing campaigns that fit their brand.