Brands and retailers need to make their videos unique in order to be successful on YouTube, according the platform’s director of content partnerships, Ben McOwen Wilson.
Speaking at the second and final day of Retail Week Live in London today, Wilson urged attendees to think like vloggers (video bloggers), by producing regular, episodic videos that viewers are inspired to share.
In addition to having a unique approach, multimedia content should provide information to questions likely to be searched for, and be delivered in a way that is “distinctive, memorable and repeatable,” he said.
In the fashion and beauty industry, the most prevalent formats include how-to and tutorial videos.
Discussing individual “hero” examples, Wilson highlighted Levi’s and John Lewis. The latter amassed 12.2m views for its 2014 Christmas ad.
YouTube has 1bn unique visitors per month, accounting for 7bn views a day. Wilson said half of those come through mobile devices and 45% of people are driven to videos through links shared via instant messengers, email and social media.