Beyond Cat Videos: Engaging Consumers Through YouTube

March 25, 2016 | blog | By Mike Sullivan


Do you know what the second biggest search engine is? YouTube. With over a billion users (only 20 percent of whom are in the U.S.), YouTube engages more 18–49 year olds than any cable network in the country. So, yeah, it’s kind of a big deal. (Sound smart at your next cocktail party by reading the rest of the YouTube stats.)

It can also be the cornerstone to storytelling. While the preponderance of cat videos and the impossibility of predicting what will go viral may cause you to throw your hands up in exasperation, don’t give up on the power of video.  It tells a story like no other medium.

In fact, some are calling 2016 “the year of video.” Okay, they also said that about 2015, but here’s the takeaway: Video’s popularity and power is growing. Don’t delay in developing your own challenger brand strategy for video.

That’s why a majority of brands utilize YouTube to amplify their content marketing campaigns. In fact, every single day, people watch hundreds of millions of hours of content on YouTube, which, in turn, generates billions of views.  With numbers like that, why wouldn’t you explore your video options on this platform? Oh, and by the way, it’s easy to use and … wait for it … it can be free.

So what are you waiting for? Let’s get started. Here are some tips for your consideration:

LOOMIS MarCom Strategy Guide

  • YouTube is social media. It’s not just a place to park your videos or snag an embedded code and repost on your website. Employ the same best practices that you do on Facebook. Include a description, dress up your brand’s channel with images, reply to comments, and keep the content coming.
  • Done is better than perfect. Consumers are a forgiving lot when it comes to video. Most don’t have the trained eye to spot that the lighting isn’t perfect or the editing isn’t mastered. Video is so prevalent that people are used to imperfect footage.
  • Keep it real. While consumers won’t notice a few video production faux pas, they can spot a phony from a mile away. If the story you’re trying to tell isn’t true, is too aspirational, or isn’t relatable to your audience, choose a different story.
  • Organize your channel. Choose intriguing titles, add a description, and once you have a dozen or so videos, sort them into intuitive playlists. Add a watermark to prompt viewers to subscribe while watching.
  • Leverage SEO. Provide keywords and optimize your metadata in your channel’s settings. A good keyword is worth its weight in gold.
  • Apply challenger brand thinking. Make a video that no one else can make. Show something no one else can. Show the impact of your product or service.

So grab your smartphone or a GoPro or employ a professional videographer, and get out there to start creating some unforgettable content that will give your customers the chills.

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Mike Sullivan

President at LOOMIS, the country’s leading challenger brand advertising agency


We challenge underdog brands to think differently. We help them find their voice, and urge them to blaze new trails to make sure they stand out from the pack. Whether you need an agency of record or support on a project, we are here to help you win.