A YouTube Brand Channel is a place where consumers can engage with brands on YouTube, and learn about products and service. People can watch the brand’s videos, add and read comments, subscribe, friend and share the channel with others.
For instance, GoPro’s YouTube channel (Exhibit 16.1) unveils a slew of exciting videos that showcase their products. Their playlist includes a few thousand videos across 30 different categories of interest to their customers. Some of these videos have been viewed several million times.
Similarly, Singer Sewing Company uses YouTube to exhibit its sewing machines. The brand page’s prime purpose is to serve as a forum for people to learn how to sew. A training ground replete with nearly eight hundred tutorial videos (source Social Blade), the channel has tutored many of the over 52 million viewers (as of February 2021) who visited the platform since its inception in December 2009.
The platform also reinforces Singer’s portrayal of sewing as a creative and enjoyable activity, inspiring the young to make garments to express their unique personality.
YouTube analytics support a wide array of metrics including channel views, total uploaded video views, subscribers, friends, channel comments. This information on the performance of the brand’s videos is particularly useful for those brand owners who want to test out their ads before launching them on media that are more expensive.
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