Ashley Hahn, Brand Strategy Lead from Google, gave us a great update and presentation on what’s going on with Canada’s second favorite search engine, YouTube. Couple fun facts about YouTube:
- 400 minutes of content uploaded to YouTube every minute, that’s more content creation than the big three networks have put together in the past 5 years combined.
- Canada loves YouTube, 26.6 million monthly users, reaches 84% of the online population in Canada
In my opinion YouTube is still greatly underutilized by Canadian auto dealers. Although there are a variety of reasons, video production and quality have always been at the top of the list of why dealers aren’t on YouTube. Well, you’re in luck! YouTube has just released a new app call YouTube Director. This is a slick new app designed to help the average dealer or SMB get on YouTube.
Okay, so maybe you have filmed a video or two, what else? YouTube is a great medium to help generate awareness, but the power of YouTube’s platform is the targeting. Ashley provided an example of how we can target the ‘true self’, not just the demographic self of an individual that might be valuable to your business.
We know that lots of Canadians go to YouTube and they go to YouTube by choice. The days of watching what’s on just because it’s on are long gone. YouTube can help you reach the undecided, not the uninterested, consumer that matters to your business.
How about some good examples from outside the auto vertical!
- Warby Parker Help – an online eye wear company that answers questions and demo’s products using YouTube. Video quality is good but not Hollywood good. This has direct application to our industry.
- Geico Unskippable ad – Ad Age campaign of the year and super funny. It’s all about context! We all hate when we don’t see that Skip Ad button, so have some fun with it like Geico.
- Dollar shave club We have all seen this video, it’s been watched over 23 million times. The success of this video helped Dollar Shave Club recently get sold to Unilever for $1B. Not bad
- First YouTube video uploaded 18 seconds of non-sense, you know, in case you were curious.
Our habits with YouTube and online video in general have changed. We used to watch it at home, alone, in isolation. Now we watch videos in public with our friends. I am watching these YouTube clips on a flight with a colleague. The times have changed! YouTube was driven to prominence by millennials, but it is certainly not just for millennials anymore. Not to mention those same millennials now have cash and purchasing power – probably individuals worth targeting.
It is only going to get worse (or more important depending on how you look at it). Variety did a survey of American teens that revealed YouTube stars are far more popular than traditional celebrities. That’s right, PewDiePie is cooler than Katy Perry.
In summary, YouTube: underutilized by Canadian auto dealers + hugely popular with Canadians + great targeting abilities = one massive opportunity for you.