Version: primary December 2015 - Page 2 of 2 - Gemba Marketing

YouTube Has Taught Us Everything We Know

Story time. Once while I was driving through the state of Ohio, I stopped for gas mid-cornfield and discovered that my car’s fuel cap had locked itself up and wasn’t unlocking, no matter how many times I tried to pry it open. I discovered this, of course, because I was in desperate need of gas; I was running on fumes and I was hundreds of miles away from anybody I knew. The timing wasn’t ideal. So what did I do? I whipped out my phone and watched a YouTube video in a nearby parking lot. The video told me how to MacGyver my way in through the trunk and finagle with the locking mechanism using nothing but my wits, a McDonalds bendy straw, and a flashlight keychain. I had never felt more in control of my destiny than I did in that moment. And as it turns out, this experience isn’t entirely uncommon. You can learn plenty of things, if not most things, on YouTube. Whether you need to open a bottle of wine without a corkscrew, cut your own bangs, or deliver a baby (seriously, that’s on there), all the information is perfectly accessible to the average viewer. That it’s so pervasive in society is what makes YouTube such a useful tool for content marketers. You can use it to share and promote your experiential activations, allowing audiences to engage without being present at the activation site. It’s also tightly integrated with AdWords. Additionally, popular YouTubers have hundreds of thousands of subscribers at their command—take advantage of their influence like Target did with their Bullseye University back-to-school campaign. And the fact that YouTube...