An article on Retail Wire indicates that of Ad Age’s 100 Leading National Advertisers, all of them run campaigns on YouTube. Many of those are retailers with their own, very strong YouTube presences, including the likes of Apple, Best Buy, Gap, Lowe’s, Target, Walmart, and the list goes on. These retailers use YouTube as an exercise in providing information, connecting with the consumer, engaging in conversation, increasing exposure, and in the end, hopefully, boosting sales through a variety of videos.
About.com provides a complete list of U.S. retail industry YouTube channels, which is worth looking over. We’ve highlighted a few such below, taking a moment to describe what each is doing well.
1. Amazon, the online retail giant, houses commercials, product demos, and even office culture videos on its YouTube channel. It updates fairly frequently, having added the following video (an ad for its new Amazon Birthday Gift service), just two days ago. This channel’s strength rests in its product and service demonstrations. Because it’s such a large company and because it covers so many corners of the retail space, it’s great for the consumer to have a consolidated video channel to visit for information, demonstrations, and discussion.
2. Home Depot provides an impressive selection of how-to and DIY videos on its YouTube channel, which are incredibly useful for the Home Depot patron. On many occasions, people buying items from Home Depot — be them gardening tools, home improvement materials or otherwise — need guidance on what to do once they arrive back to their homes. Videos like the one below provide an extension of the shopping experience and give great reason for the consumer to revisit the channel and engage with the brand.
3. Macy’s is currently using its YouTube channel as a means of carrying out its American Icons campaign , which celebrates the American fashion aesthetic. It showcases the clothing while working to tell visually compelling stories. The channel also features the popular #HelpMeClinton portion, during which stylist Clinton Kelly answers user-generated questions through video response.
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