3 Ways Companies Are Leveraging YouTube To Engage Customers

YouTube has become the go-to platform for individuals seeking engaging short-form content, and with users watching over a billion hours of video each day, there’s a clear opportunity to capture a massive audience on the site.

It’s also become a hub for informative and educational content. Users can now head to YouTube to learn everything from starting a DIY home renovation to learning a new language. Because of its wide range of diverse content, users can also expect to understand a topic or product from entirely different perspectives with each video they watch — ranging from beginners all the way to industry professionals. 

While YouTube may have started as a platform for smaller content creators, it has grown to become an incredibly useful tool for companies looking to engage their audience through visual and informative video content. By creating in-depth videos for customers, brands benefit from not only a more interesting and alluring format but an intimate experience that shows off the overall brand personality.

Additionally, improving your presence on YouTube can also attract an entirely new demographic that may utilize the platform to find new products or recommendations. According to a recent survey, nearly a third of consumers prefer to learn about products through video tutorials, marking the platform as a unique space to both inform and attract a loyal following.

To outline some of the benefits of leveraging YouTube as a customer service tool, here are a few ways companies are utilizing video to engage with customers online:

Learn With Shopify

Shopify, a popular eCommerce platform, created its ‘Learn With Shopify’ series on YouTube to educate customers on all aspects of running an online shop. With videos explaining how to package and ship orders, write effective product descriptions, and even make your first sale, the company has created a wealth of resources for customers looking to start their own eCommerce business.

Within each video, the presenters break down complicated and overwhelming processes and show them step-by-step instructions in a simple and intimate one-on-one format. The company also utilizes the description box to include links to other informative content like webinars and training while also including promotional material and information on its 14-day free trial. Additionally, the brand segments the video with exact time increments of each ‘how-to’ so customers can quickly find the information they need. 

The content has also clearly been well received, as the comment section is filled with praise complimenting the instructor’s clarity and advice. Users also utilize comments to ask questions, and most are met with a swift response from the Shopify official account. 

This format is most useful for brands offering broad services that may require coaching and advice to begin. Because Shopify knows its sellers and customers may be new to the eCommerce space, training and education is key to a more seamless adoption. Therefore, by supplying customers with in-depth industry knowledge, it reduces volume for busy agents and ensures sellers’ success on the platform. Lastly, these helpful videos convince customers who are considering starting an online shop to make the leap by breaking down barriers to entry and simplifying the overall process.

Rare Beauty ‘Get Ready’ Series

Rare Beauty is fairly new to the cosmetics industry, making its YouTube channel a unique example of video content aimed at both improving visibility and showcasing product quality in the saturated online beauty space.

As a makeup line created by Selena Gomez, the brand benefits from the celebrity factor, which makes it a prime candidate for video content in its messaging strategy. On top of that, it also fits into the incredibly popular and active beauty and lifestyle category on YouTube. 

The brand recognized this and introduced a ‘Get Ready with Selena Gomez’ series to offer an in-depth look at the line of products and leverage Selena’s celebrity status in engaging makeup tutorials. 

What’s most interesting about this series, is that it takes an extremely popular format to appeal to viewers in a more comfortable and familiar way. Additionally, it allows the brand to take control of its own narrative on the platform. Because beauty is such a popular category, the brand identified the fact that other content creators would likely review the product or include it in their own tutorials. So, rather than wait for the beauty community to formulate a response and potentially offer viewers inaccurate or unsolicited product information, Selena was able to show off the product in her own video to include personal thoughts and uses for viewers.

This example illustrates the fact that brands do not need to reinvent the wheel when it comes to video content. Taking a concept that is already popular or standard, and including your individual brand personality can be just as successful and informative. Lastly, because these videos are so well received, it’s likely to be viewed by a much larger audience than a more niche concept. By taking advantage of a predetermined video category, brands can extend their reach and gain more recognition on the platform.

Nespresso Barista Masterclass

Nespresso’s YouTube channel is filled with videos demonstrating how to use the machine, proper maintenance, and tips for the best coffee preparation. But its most unique series includes a barista masterclass showing users unique recipes and uses in a wide variety of languages and styles.

Because Nespresso is an international brand, each machine is operated differently and has unique features. This series touches on everything from proper cup sizes to flavor profiles and includes a unique set of recipes for viewers in any country.

Nespresso’s use of video provides both an in-depth look at how to maneuver the machine while also showcasing creative and informative content about the brand. This style fits perfectly on the platform as many people do actively search for home appliance tutorials, but instead of acting as a straightforward guide it is still engaging and informative enough to attract curious viewers. Additionally, the classroom element gives customers an extra resource that acts as a valuable visual counterpart to confusing throw-away instruction manuals.