26 May 2015
With more than 1 billion unique users visiting YouTube each month and over 300 hours of video being uploaded to YouTube every minute, getting noticed is no longer straighforward. The opportunity to create video content that consumers seek out and share with friends is the holy grail for any brand.
With kittens, babies and comedy moments get countless clicks, how can a sophisticated high-end interior brands compete in an environment where the silliest stuff seems to get the most attention?
Fortunately, high-end brands don’t need to compromise their core principles to find an audience on YouTube. With a few simple strategies, your brand can get results with smart content targeted to relevant viewers.
We can all be seduced by concepts that offer pure entertainment value, but this can take the brand into questionable and uneccesary territory. It takes discipline and long-term vision to navigate away from good ideas that simply don’t connect with your consumer’s belief in your brand. You should know exactly what your brand stands for.
Resist the temptation to adapt your brand values to YouTube. Instead, stay focused on your long-term core equity and find ways to make that come to life. Explore our other benchmarking editted collections of high-end brand videos such as Luxury and Craftsmanship Part 3 or any others in the series in our blog series.
Once you get over the fact that online videos are not long TV advertisements, a whole new paradigm opens up. Selling the brand becomes secondary to offering an experience your audience wants. From that perspective, your brand gets credit for sponsoring the experience, while product attributes generally take a back seat.
You have an incredible amount of competition for eyeballs on YouTube, so make sure your video offers real value. If you’re showing “how-to” instructions, make them easier. If you’re creating a product demo, make it more dramatic. Good examples of this are found withIf you’re creating a fantasy kitchen, make it more spectacular. Your competition is good—you need to be better.
In subtle ways, many of us look down on our audience. “Well, this video doesn’t appeal to me, but I’m sure that others might like it.” Make the quality of your video content a personal challenge. If you’re excited about a concept and can’t wait to show it to friends, family and associates, chances are your consumers will feel the same way.
As Angela Ahrendts from Apple puts it: