The changing way brands need to be using youtube now

By Ryan O’Shea, co-founder at Cowshed Social – branded content video agency.

Traditional TV formats have transferred exceptionally well to YouTube and offer brands a known route to create content around. We’re seeing fashion brands developing magazine style videos, and football clubs producing pundit formats, both with excellent results. And a huge reason for the rising popularity of the platform, is that unlike with TV, YouTube content can live in multiple places at any one time, offering extended reach, maximising engagement and creating campaign longevity.

Here, Ryan O’Shea discusses the rise of YouTube as a paid-for content channel and how brands can use it to attract and maintain a strong customer base to become market leaders.

Know your brand culture
Let’s be honest, truly understanding what makes your target demographic tick is the holy grail of successful marketing across any platform. It’s the only sure-fire way to communicate with them about the things that interest them in a way that attracts, and keeps, their attention. Getting under their skin and speaking to them on their level is the best way to execute any successful branding communications exercise, so when it comes to TV and YouTube, it’s no different. Except, with longer form content, the ante is upped!

Who, why, what?
From there, you’ll be able to determine what audiences are looking for on social media. Is it to be informed or entertained? We know that being entertained tops Gen Z’s priority list, so brands vying for their attention must aim to deliver on that. Creating longer form content via a branded YouTube channel gives them the freedom to deliver something not only unique, but in a space they’re used to occupying. YouTube’s audience is predominantly 25-44 year olds, which is why brands whose demographic fit that are thriving on the platform.

Despite some older people not realising that YouTube is a popular TV channel among the young, as we saw in recent political conversations, (ahem Secretary of State for Digital, Culture, Media and Sport, I’m looking at you), over five billion videos are watched every day and 300 hours of video are uploaded every minute.

Brands that can occupy that space well i.e. in a way that resonates and talks to customers in their own language, while entertaining them, are in for exciting times ahead. When Footasylum launched its pioneering YouTube ‘reality TV’ series – Locked In – it understood exactly what it’s demographic was looking for. Combining a house full of content creators with a daily fix of video footage shown exclusively through the brand’s channel enabled it to connect with its audience on a level by bringing them regular, fresh entertainment. Authentic influencer behaviour resonated with viewers while brand elevation was subtly demonstrated through product placement that was less blatant than advertising methods – a strategy that is better suited to the times.

Creating a sense of urgency through the choice of topics your brand selects to embody is a smart move when appealing to younger generations. If sustainability is high on their agenda, take note and align messaging with that theme, as well as noticing collaborations and key events that should be recognised to elevate your stance further. Be true to your decision, stand by it and base the majority of activity around it, or risk coming across as inauthentic – a huge no-no.

Fortune favours the brave
Trial and error is key here. Testing which YouTube content works best for a brand before committing to it is the way to go. For some, venturing over to YouTube is a risk in itself. TV has come a long way but remains cost prohibitive for many. I don’t want to talk about the hardwear we use or the evolution of how households consume TV here, because that’s a whole different conversation, but in relation to risk and due to its longevity it had to be briefly referenced. YouTube is growing and that’s a fact. Brands that are executing content on there are getting a head start on their competitors as they’re going above and beyond a one-off transactional relationship. Instead, they’re adapting and remodelling and therefore developing a rapport and long term loyalty that will place your brand head and shoulders above the competition.

The social ecosystem and where YouTube fits in
A rounded approach to social media marketing is as integral in 2022 as one that is always-on. Ensuring YouTube is part of the mix will help leverage brand awareness and sales 10-fold as we move further through this decade. Video has become such an integral part of younger generations’ lives and using it to drive connectivity – something we’re craving more than ever still – will impact positively on brand perception.

Layering content is a huge trend that’s here to stay and the major players, such as Footasylum and KFC, are leading by example. They plan short and long form content to tell stories side by side, which builds rapport with the audience and helps them to connect with a narrative and brand more widely. Tailoring content specifically to platforms in terms of what resonates and what works best, while also treating YouTube as a content engine works particularly well for younger audiences. Fashion and sport brands, take note.

Adapt and remodel to win YouTube
Being able to speak directly to your audience is a game changer and the brands that are nimble and embrace change will undoubtedly advance the quickest. Adapting and remodelling is the nature of winning the YouTube game, where audiences can become bored quickly and move on to other content without hesitation. Paying attention to what your audience wants and keeping them on their toes will pay off for brands looking to increase their market share. Likewise, offering consumers emotional touchpoints helps to keep them connected while an always-on approach provides a true sense of authenticity.

Comments have been written by Ryan O’Shea, co-founder at Cowshed Social – branded content video agency.