YouTube is a much larger consumer destination than Twitter, and survey results indicate that is it is an ideal place for marketers to experiment with targeted video marketing, according to Marketing Profs State of Social Media 2009.
Costs are almost nothing and you could hit the lottery and go viral. Usually, however, success is targeted marketing to journalists, bloggers and consumers searching for your brand when in purchase decision time.
Here are successful tactics:
1. Used YouTube for PR purposes.
2. Created awareness of a brand with otherwise unfamiliar audience.
3. Drove sales with link to sales page from viral video.
4. Used YouTube analytics to profile viewers.
5. Posted popular TV commercials that have already aired.
6. Gotten picked up by traditional media outlets.
7. Created a "video response" to negative videos.
8. Commented on negative videos (text)
9. "Gone viral" in a big way -- video with millions of viewers.
The most popular tactics were PR purposes, YouTube analytics, TV commercials posting and pick up by traditional media outlets.
It's interesting to note that this and other important social media channels are being optimized by PR teams and for PR purposes. This might suggest that PR people have more feel and respect and understanding of consumers needs, wants and interests in the social media arena.
It will be interesting to see how PR's role develops in 2010. I would suggest it will only increase.
