Harnassing Youtube for brands can be invaluable for your online presence. YouTube is the second most visited website globally, with over 2.7 billion monthly active users (Global Media Insight). In the UK, it’s the most popular social platform, with 78% of adults regularly using YouTube (Ofcom).
For brands, YouTube offers unparalleled opportunities to engage with audiences through dynamic and creative content. Its blend of long-form storytelling and short-form video (via YouTube Shorts) is perfect for showcasing visually rich and emotive stories. From Pret A Manger’s tutorials to Greggs’ playful Shorts, YouTube has become a vital tool for brands looking to connect, inspire, and grow.
Why YouTube Works for Brands
YouTube’s popularity and versatility make it ideal for brands looking to engage with their target audience:
- YouTube has 55.7 million users in the UK alone, making it one of the largest social media audiences in the country (Statista).
- People are 4x more likely to prefer watching a video about a product than reading about it, making YouTube the perfect platform to showcase products and services (Animoto).
- In 2023, searches for food-related content on YouTube increased by 25%, reflecting growing consumer interest in recipes, tutorials, and culinary content (Think with Google).
• YouTube Shorts attracts over 70 billion daily views, making it a powerful tool for brands to deliver quick, impactful messages (Demand Sage)
Examples of Brands Thriving on YouTube
1. Pret A Manger
Pret A Manger has successfully used YouTube to bring its products and values closer to customers:
- The “Make Pret at Home” series allows fans to recreate favourites like their almond croissants and cookies at home. These videos gained traction during the pandemic and continue to engage viewers (Pret’s YouTube Channel).
- Behind-the-scenes content about sustainable sourcing and waste reduction resonates with eco-conscious consumers, building trust and loyalty.
Key takeaway: Share tutorials and behind-the-scenes stories to deepen connections with your audience.
2. Gordon Ramsay Restaurants
Gordon Ramsay’s YouTube channel is a perfect example of how to blend personal branding with restaurant promotion:
- His videos showcase recipes for dishes like the iconic Beef Wellington, enticing viewers to visit his restaurants (Gordon Ramsay YouTube).
- Challenges and cooking tips provide value for viewers while promoting his culinary expertise.
- With over 20 million subscribers, the channel attracts a global audience, drawing international tourists to his UK restaurants (Social Blade).
Key takeaway: Use YouTube to highlight flagship products and create excitement around your offerings.
3. Greggs
Greggs has embraced YouTube Shorts to create fun, shareable content that resonates with younger audiences:
- Videos like “Greggs hacks” show creative ways to enjoy products such as sausage rolls, making the content both entertaining and practical.
- Humorous and playful videos align with Greggs’ approachable brand identity, increasing shareability (Greggs YouTube Channel).
- The use of Shorts has boosted Greggs’ relevance, especially among Gen Z audiences who prefer snackable content formats (Think with Google).
Key takeaway: Use humour and short-form content to engage audiences and reinforce your brand identity.
How to Succeed on YouTube
YouTube offers enormous potential for brands, but success requires strategy and execution. Here are some proven tactics:
- High-Quality Production
Video is a visual medium, and quality matters. Invest in good lighting, sound, and editing to make your content stand out, or hire a professional. According to a study, 62% of viewers are more likely to have a negative opinion of a brand with poor-quality video (Forbes).
- Be Consistent
Post regularly and maintain a cohesive visual and brand identity across all videos to build trust with viewers. Channels that upload weekly see 30% higher subscriber retention rates (TubeBuddy).
- Optimise for Search
Use relevant keywords in video titles, descriptions, and tags. For example, a title like “How to Make Vegan Sausage Rolls” is more likely to rank well than “Best Snack Ever.” Google reports that 70% of YouTube viewers use the platform to help solve a problem, such as learning how to cook (Think with Google).
- Engage with Viewers
Respond to comments, ask for feedback, and create polls or challenges to encourage interaction. YouTube channels that engage with their audience see 3x more views on average (Hootsuite).
- Leverage YouTube Shorts
Create bite-sized videos that highlight key products, share quick recipes, or show behind-the-scenes moments. Shorts are particularly effective for engaging younger audiences, with 75% of Gen Z reporting that they prefer short-form videos (Think with Google).
- Cross-Promote Content
Share your YouTube videos on other platforms like Instagram, Facebook, and LinkedIn to amplify reach. Studies show that cross-platform promotion increases video views by 35% on average (Sprout Social).
The Value of YouTube Analytics
Understanding what works and what doesn’t is crucial for refining your content strategy. YouTube’s built-in analytics tools provide insights into:
- Tailor content to resonate with your most engaged viewers.
- Identify which videos perform well and replicate their success.
- Learn how viewers are finding your videos to optimise discovery strategies (YouTube Help).