How Companies Market Themselves Using YouTube
How Companies Market Themselves Using YouTube
This essay is made with the purpose of discussing how YouTube is used by most companies. In addition, I will be explaining how Skycity Entertainment Group Ltd could profitably adopt the technology, and any barriers that may exist barring them from doing so. Most companies I will be discussing follow the selling philosophy in their YouTube advertisements, such as the Maori political party and Tower Insurance ads, as they focus on selling a normally unsought service, though there are videos from fast food chains such as McDonalds and Subway who follow the product and production philosophies in promoting their products. There are a multitude of ways that businesses try to raise awareness of their brands and products, including interviews with upper management figures and customer testimonies, and they can increase their exposure even further by buying advertising space on popular channels. Some benefits associated with using YouTube for advertising include cheap advertisement production/hosting costs, and a massive potential for feedback from consumer comments. It is also easier to target specific market segments, and track traffic from people consuming the company's content.
In order to advertise on YouTube in the first place, the company needs to record their videos first. This can vary in price depending on their desired production value, though it is usually inexpensive. Once they have their content ready, they pay to have it hosted through YouTube's TrueView service, which both ensures that their advertisements will reach their targeted audience and that they only pay when the viewers choose to watch the video. In order to maximise their exposure, companies typically choose channels to advertise on based on the traffic it gets, though some (BNZ and Lumosity for example) seem to choose based on the loyalty of a channel's subscribers. The logic behind this can be explained as the viewers are less likely to skip
This essay is made with the purpose of discussing how YouTube is used by most companies. In addition, I will be explaining how Skycity Entertainment Group Ltd could profitably adopt the technology, and any barriers that may exist barring them from doing so. Most companies I will be discussing follow the selling philosophy in their YouTube advertisements, such as the Maori political party and Tower Insurance ads, as they focus on selling a normally unsought service, though there are videos from fast food chains such as McDonalds and Subway who follow the product and production philosophies in promoting their products. There are a multitude of ways that businesses try to raise awareness of their brands and products, including interviews with upper management figures and customer testimonies, and they can increase their exposure even further by buying advertising space on popular channels. Some benefits associated with using YouTube for advertising include cheap advertisement production/hosting costs, and a massive potential for feedback from consumer comments. It is also easier to target specific market segments, and track traffic from people consuming the company's content.
In order to advertise on YouTube in the first place, the company needs to record their videos first. This can vary in price depending on their desired production value, though it is usually inexpensive. Once they have their content ready, they pay to have it hosted through YouTube's TrueView service, which both ensures that their advertisements will reach their targeted audience and that they only pay when the viewers choose to watch the video. In order to maximise their exposure, companies typically choose channels to advertise on based on the traffic it gets, though some (BNZ and Lumosity for example) seem to choose based on the loyalty of a channel's subscribers. The logic behind this can be explained as the viewers are less likely to skip