Founded in 2005, YouTube is one of the worlds most popular online video sharing community, and on an average day over 20 hours of video is uploaded to YouTube every minute. For Social Media marketers YouTube provides a variety of benefits. As mentioned previously, one of the keys to good social media marketing in providing quality content, for that content to be presented in video form creates additional interest and interaction.
While Social Media marketer are often trying to create the next great “viral” campaign, the marketing team headed by George Wright at Blendtec captured lightning in a bottle or in this case “in a blender”. Prior to 2006, Blendtec was a relatively unknown company that creates blenders for homes and restaurants. But toward the end of 2006, Blendtec started posting their “Will it Blend” videos on YouTube and quickly became a viral sensation. The “Will It Blend” ideas started when Wright noticed Blendtec CEO Tom Dickson testing new bearings in a blender with a 2×4. To the rest of Blendtec employees seeing Dickson perform “extreme blending” was a common sight, but Wright recognized it as a fascinating opportunity.
Grabbing a video camera and some supplies, Wright began filming Dickson blending a variety of different objects such as, marbles, a rake, to golf balls. The video opens simply with Dickson, dressed like a scientist, stating “Will it Blend?”. After uploading the video, Wright encouraged Blendtec employees, friends, and family members to view the video. Word then began to spread very quickly and “Will it Blend” turned into a viral sensation. Dickson, the new “star” of the internet, became a media sensation with notable appearances on NBC’s The Tonight Show to History Channels series Modern Marvels. By July 2010, Blendtec’s YouTube channel , with over 100 videos, has been viewed nearly 130-million times, and has over 300,000 subcribers.
While Blendtecs story marks an extreme success for YouTube, marketers took further notice when in 2006 Google acquired YouTube. With the power of Google Analytics behind it, YouTube marketers have the ability to further fine tune their video offerings. The analytics identifies keywords and traffic sources leading into the video, as well as helps identify when the viewers stopped watching the video.
Finally, the benefits of YouTube and video marketing extend into the “search engine optimization” of a companies website or blog. Google and other major search engines reward multimedia content with higher search rank. Embedding videos and linking videos to your social media sites, websites and blog offers a greater chance for the message to show up high in search engines.