Video content is a key part of modern digital marketing, yet many businesses still hold back from embracing it. There are various reasons for this: they might find it practically intimidating, worry about covering the filming and editing costs (it’s far cheaper than you might think), or even fear creating weak content that attracts mockery and ultimately proves counterproductive.
That said, there are two ends to every spectrum, and there are plenty of brands that have not only embraced video content but also made it core to their identities. In this article, we’re going to look at 5 brands that have invested heavily in vlogging, and identify the lessons you can take from their video work along the way. Let’s get to it:
One of the biggest software developers in the world, Adobe is known everywhere for its Creative Cloud design suite (featuring the long-dominant Photoshop and numerous other high-quality tools). Through its YouTube channel, it shares various types of video content, including footage of Adobe Live events, video guides on particular features, and even collaborations with influential figures. See the video below for an example:
What should you take away from Adobe’s vlogging? That you don’t necessarily need to appear behind the camera to achieve good results. Not everyone is cut out for that type of thing, but there’s nothing wrong with bringing in customers to appear in vlogs on your behalf — by detailing their interactions with your brand, they can earn you a lot of goodwill.
Bon Appétit is a food magazine that has been in publication for decades (since 1956, to be exact). Consequently, you might expect a throwback style with a determination to cling to tradition — but that’s far from the case. In recent years, the Bon Appétit YouTube channel has grown immensely, pushed along by great creativity, inventive editing, and a captivating cast of characters (it’s essentially a workplace sitcom, since almost all the videos are made in the company’s test kitchen). The video below currently has over 11 million views:
What should you take away from Bon Appétit’s vlogging? That you need to move with the times. While other magazines were stubborn and went out of business, the BA team decided to embrace new technology and give people what they want. It’s paid off.
Tiege Hanley (TH) is a men’s skincare subscription service. The subscription model is fascinating because of how it changes brand relationships: instead of dealing in isolated transactions, it essentially asks a customer to trust a particular provider on an ongoing basis, which requires a lot more transparency on the part of the brand. What TH has done exceptionally well is document its growth as a way of priming prospects, gathering over 41k subscribers in 3 years.
What should you take away from Tiege Hanley’s vlogging? That vlogging is a great way to gather feedback during your initial growth phase. The TH team members really let people in and listened to what they wanted, and it helped them rapidly improve their product range.
Linus Tech Tips
Linus Tech Tips is, as the name suggests, a tech tips channel run by someone called Linus. The company has been around for some years now, but it’s the YouTube channel that ended up making the difference — now having over 9.25 million subscribers. The content is broadly what you’d expect in concept: a mixture of tips, reviews, fun projects, and news updates. But what really sets it apart is a heady combination of exceptional production quality and endearing warts-and-all methods.
What should you take away from Linus Tech Tips’s vlogging? That perfection is overrated, because personality is powerful. Linus dropping things is a running joke, and where a lot of tech channels make their videos ludicrously glossy, LTT videos are full of janky setups, deliberately-awkward sponsor segues, and comical merch promotions.
WWE, once known as WWF, is the world’s biggest provider of professional wrestling (or “sports entertainment” as they like to call it), a live-action form of theater that tasks athletic performers with telling broad stories built around simulated competition. Despite the popularity of pro wrestling waning somewhat after the boom period of the ‘90s, the company has grown further through launching a streaming network, saturating social media with promotion, and fleshing out various YouTube channels (with the main channel approaching 50 million subscribers).
What should you take away from WWE’s vlogging? That variety is a great thing. Factoring in all the WWE channels, there’s something for everyone: live streaming, gameplay, interviews, documentary pieces, behind-the-scenes footage, and big announcements. If you don’t want to narrow your focus, try expanding it and throwing out different things to see what sticks.
Each of these brands uses vlogging in a different way, but achieves exceptional results. Why not try borrowing from their strategies to come up with your own path?
Patrick Foster is a writer and ecommerce expert from Ecommerce Tips — an industry-leading ecommerce blog that offers practical marketing (including social media, influencer, and content) advice so your online store receives the exposure it deserves. Check out the latest posts on Twitter @myecommercetips.