Video Essentials

How to Create a Brand Video Strategy That Goes Beyond YouTube

When you’re ready to start building a brand with online video, creating a well-curated YouTube channel needs to be high on your priority list. But what else can you do to reach customers? After all, they’re not all on YouTube.

Using online video for brand building requires clear objectives and a strong instinct for how customers will respond. At the recent Streaming Media West conference in sunny Huntington Beach, California, heavyweights in the industry offered clear advice on creating a video strategy. First up was Marcia Zellers, head of operations for the agency Stradella Road.

Brand“It starts with great content. Have something that people want to see,” Zellers said. “Beyond that, it’s really just looking at all the different tools that we have at our disposal, whether they be traditional or digital. When we come up with ideas for clients, it’s generally a package of things that range from things that we as a company do and can make money on—whether it be social media campaigns, mobile apps, whatever we might be able to build in the digital arena for that client—but we’re also constantly coming up with ideas that just occur to us, that we just throw at them. They’re not things we’re going to be able to do. They’re real-world activations, they’re PR stunts, they’re blogger programs, all kinds of different things.”

Before setting out on this journey, it’s important to have a destination in mind. As David Williams, chief content and technology strategist for Endemol USA, told the audience, defining campaign objectives is crucial.

“One of the first things I want to get crystal clear about is the why question,” Williams noted. “What are our objectives? What’s the overriding goal? Sometimes the goal is revenue, sometimes the goal is driving subscriptions of some kind, a connection. Sometimes the goal is brand-building. I think if you’re crystal clear about your goal to start, that that’s going to drive the rest of the strategy.”

For more tips on creating a brand video strategy that goes beyond YouTube, watch the full discussion below.


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  1. From experience, I work with higher education clients everyday and I steer them clear from YouTube for recruitment videos. If they have a strategy that wants to have objectives and goals for recruitment, YouTube is not the move. Other colleges/universities advertise on top of their videos and have negative content on the right. One prospective client quickly became a client when I showed her the second video down on her recruitment video was a murder on campus. The clear strategy is putting your videos into a platform that allows for engagement with clear and concise call to actions to take the next step and also delivering hard driven analytics. Video is one of the most powerful marketing tools, but your vehicle of delivery can quite literally kill the best videos.

    Posted by Alyssa Monroe | March 6, 2015, 5:14 pm
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