Sometimes, all you have to do is tell the story: YouTube basics
Posted by Mary Fletcher Jones
I’d like to share a couple of examples of good B2C YouTube videos with you today, because I think they illustrate what makes for especially good YouTube content. Not every YouTube video has to be viral, edgy or funny. And you don’t have to spend a fortune on an elaborate concept, either. Sometimes just telling the story in an engaging and visual way is all you have to do maintain interest in a product or service.
You can’t do that in a television commercial, but you can on YouTube, and that is one of YouTube’s great and engaging strengths.
These marketing videos share a number of admirable qualities in common:
- The videos are clearly produced with the audience’s needs and preferences in mind. Watching them, it’s easy to imagine that both of these videos would make the target audiences think positively about the brand, and stimulate purchases or plans for purchases.
- They are original in concept. They’re presenting subject matter that hasn’t been featured over and over by others.
- They are not overly promotional, and they aren’t commercials. Instead, they provide straightforward information that the viewer might not otherwise know about.
- The presenters are warm, engaging, articulate, and credible.
- The videos are brief, well-produced, and fun to watch, with good audio and lots of visual interest.
Check out this video produced by Krispy Kreme, which epitomizes these qualities
and this one by Dutch Wonderland. This one accomplishes twin objectives: it reassures parents the rides are safe and it tells kids (and kids at heart) what happens in an amusement park when it’s closed for the winter. This also looks like a great place to work, so I can see how this might encourage summer employee applications