15 Creative Ways To Boost Brand Image Through YouTube


The use of social media platforms for customer engagement and marketing has been growing exponentially over the last decade. Still, there are some platforms that businesses have not fully tapped into or downright ignored when it came to promoting their brand.

YouTube is one such channel. The avoidance by most companies is strange, seeing how video marketing is an increasingly useful tool for businesses to improve their brand recognition and engage with their target audience. To help businesses make the most of their video marketing efforts, 15 experts from Forbes Communications Council discuss some of the most creative ways a company can leverage YouTube to boost its brand image.

1. Display Testimonials And Endorsements

Videos help communicate a story much faster than words. Leveraging platforms like YouTube enables companies to share examples of how they appreciate employees and customers and actions taken to demonstrate their claims. It’s also a great way to display testimonials and endorsements as proof of authenticity. People stay with and buy from brands they trust. – Stacy Sherman, Customer Experience Expert

2. Aim To Appeal To People, Not Brands

YouTube was created for people, not brands. Remember this in how you approach your video strategy. Sure, a YouTube page is great, but where you’re putting video content isn’t nearly as important as what you’re putting in it. Content is key, and if you have influencers, ask them for content. Depending on your brand, you can also solicit content from your best customers. Be open, be human, be relevant. – Samantha Iodice

3. Spotlight Your Best Customers

Capture interviews from your best customers and create a montage of the best moments. Once you publish the video (with the consent of your clients) ask them to promote the video across their own social channels to maximize distribution and audience exposure. – Cody Strate, Access


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4. Leverage Storytelling To Build Loyalty

Storytelling on YouTube, with content that triggers an emotion or creates suspense and gets audiences emotionally invested, can help brands build strong loyalty. Using gripping long-form content to build customer relationships can help develop YouTube into a great channel for trusted communications. – Roshni Wijayasinha, Foxquilt

5. Include User-Generated Content

Encourage your actual customers to create helpful videos of how they are using your products or services. User-generated content is much more credible and authentic compared to polished corporate content. So try to engage with your brand users, and especially brand lovers, to ensure they are becoming your advocates and ambassadors on YouTube. – Rafael Schwarz, TERRITORY Influence (a Bertelsmann group company)

6. Invest In Amplifying Your Content

Everyone agrees that YouTube is an important platform for all brands, whether business-to-consumer or business-to-business. It is the how-to destination and the TV station for many. However, too many brands will invest time and budget to create great content but then make the critical mistake of not investing to amplify it, resulting in 100 views or less. Using influencers who have the following is a better strategy if budget is limited. – Teri Daley, Huawei

7. Leverage Community Posts

Community posts are a great and relatively new feature to try out for businesses of all sizes. They appear in different formats beyond video such as polls, text, GIFs and images. So if you don’t feel ready to try a video, test another format. Community posts get a good amount of reach and engagement at the moment because they also appear in the Home or the Subscriptions feeds.. – Christina Utz, CRK

8. Optimize Your Videos For Search Engines

Because YouTube has almost two billion subscribers, it represents a huge opportunity for businesses and search engine optimization, or SEO. To ensure that your videos are higher ranking in search results, modify your video’s keywords, title and description, length, and even thumbnail image, as well as many other factors. – Jessica Wong, Valux, LLC

9. Capitalize On Search Queries

While video is a powerful tool for communicating effectively, the medium itself isn’t the most impactful part of YouTube for businesses. It’s no secret that YouTube is owned by Google and video results are creeping into the search algorithm. Create videos based on search queries and you just might find yourself on page one, faster than you previously thought was possible. – Patrick Ward, Rootstrap

10. Use The Features YouTube Already Has

A great idea would be using the features that YouTube already has. It sounds like a simple concept, but adding in a niche playlist so that you can put specific videos on it to target a certain client is essential. Also using things like end cards to suggest other videos you created keeps people going down the rabbit hole of your channel, hopefully expanding their knowledge and interest in your product. – Sarah Lero, Peerless Products Inc

11. Have Fun And Exercise Your Visual Creativity

Think beyond the standard brand videos and just have fun. On your YouTube channel, post behind-the-scenes looks at what it means to work on your team (even if it’s working from home), how-to videos, tutorials and more. YouTube is where you can exercise visual creativity — within the scope of your brand identity, of course — and connect with prospective customers looking to be entertained. – Melissa Kandel, little word studio

12. Collaborate With YouTube Influencers

Accelerate your reach by capitalizing on the relationships, trust and credibility that influencers have with their fans. By collaborating with YouTube influencers, you can quickly expand your brand online, reach your target audience and gain their attention. YouTube is an ideal platform for influencer marketing, allowing you to increase brand awareness and getting in front of fresh eyeballs. – Astrid Pocklington, Enghouse Interactive

13. Create And Post Video Podcasts

Create video podcasts. Podcasts are certainly a hot trend as well, and by the success of people like Joe Rogan, you can see that filming a podcast of people talking works. YouTube is the second most visited website in the world. Leveraging this platform in new ways is critical to stay relevant. – Brian Gallagher, Milestones

14. Leverage The How-To Format

Leverage the how-to format. YouTube is one the most popular searches by people looking to learn something in a quick and engaging way. Demonstrate your expertise and thought leadership by sharing your knowledge on situations that are either impacted by or associated with your product/service. Keep them short and informative. – Ellen Sluder

15. Create A Series Of Long-Form Videos

As consumers embrace binge-watching, they have also embraced multiple types of long-form video content. Take advantage of this trend by creating a branded series of long-form videos. This video format gives you plenty of time to showcase your purpose and value proposition. Each video should be 10 minutes or longer. Use these videos to build brand identity, awareness and follower loyalty. – Alysia Gradney, The Gudz



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