Since YouTube was founded in 2005, it has changed the way that we consume content forever. It’s capabilities changed the marketing game, making it so much easier for brands to capture the attention of new audiences. Communicating through this visual and audio medium can increase the visibility and awareness of your brand substantially. Today, YouTube is still a very powerful marketing and PR tool, if used correctly. However, it is important to understand the different ways to use YouTube as a PR tactic. Here are some of the best ways to use YouTube as a public relations tactic.
YouTube is a great platform for any communications coming directly from your executives and CEO. Especially if you are a larger company, a video of the owner/CEO speaking directly to consumers is a highly effective way to increase trust. By creating authentic, unscripted content, you can establish your face of the brand while simultaneously addressing any of your customers concerns or questions directly.
If your business has a product, YouTube is a great platform to demonstrate the use of it. Whether you are a makeup brand or a tech startup, creating videos about how to use your products properly is a great way to engage your audience. Plus, for anyone interested in purchasing your product, it gives you an opportunity to show them how great it is to use and why they should buy it.
Your business might attend trade shows, conferences, or host your own events. However, oftentimes the PR stops after the event is over. Instead of letting that happen, film yourself at the event and create a recap video to post on YouTube after. This way, your PR continues long after the event is over. Plus, you can show your favorite highlights and give commentary about your brand’s participation.
Chances are, if you are a business owner, you’re probably also considered an expert in your industry. Create video content sharing your knowledge about your industry for your audience who may be interested in it. If you are a restauranteur, make cooking videos or share your knowledge about hospitality and serving. If you are an interior decorator, make videos teaching people how to decorate their living room at home. While it may seem counterintuitive to share your “industry secrets,” these tutorials are a great opportunity to share your knowledge and prove that you really are an expert. It not only builds trust, but also credibility, humility, and makes your brand more like-able and authentic.
To learn more about using video content as PR tactics, click here.