If “a picture is worth a thousand words,” then a video must be worth millions! Marketers have an opportunity to tap into their audience’s emotions and influence them by leveraging YouTube marketing for their brand. Content creation goes beyond educating and engaging. It has to create an experience, too, and this is exactly what videos provide.
To help spark your creative fire, we’ve gathered the top 10 business-to-business brands (B2B) that heavily use YouTube marketing. Let’s look at them one by one.
Maersk is commonly known as a logistics brand. However, a quick look at their YouTube channel will show you that there is more than meets the eye. Maersk gives audiences an inside look at their operations and often shares reports and insights. They also showcase the emotional and human side of the brand with videos highlighting their humanitarian work.
Hubspot began as a simple idea between Dharmesh Shah and Brian Halligan. Together, they created a brand that not only revolutionized inbound marketing but created a global movement. Although the brand is essentially a software program for businesses, Hubspot found a way to not only attract but also entertain viewers with their YouTube videos. Many of their videos are tips, tricks, reports, and product introductions. However, they also have lighthearted content such as easy recipes and quirky interviews.
We normally associate HP with computers and printers. But did you know that HP is also a partner of Star Wars: The Force Awakens? Most of HP’s videos are product-related, reports, and key person interviews. However, they also have fun videos that fans of both the technology brand and their partners would enjoy. Check out their video, HP Presents: Reinvent Romance with R2-D2.
Like Maersk, Oracle has leveraged YouTube to show their audiences the relatable side of their brand. They upload videos that give customers insight on what life is like to be working with them and often share success stories. Most of their videos are short, concise, and under five-minutes long.
What makes Adobe’s YouTube channel unique are their videos. Unlike most B2B brands, the majority of their videos are focused on fun and creativity. They often upload videos of artistic projects, behind-the-scenes vlogs, and interviews. Essentially, Adobe keeps their YouTube channel light and enjoyable for their audiences with entertaining, easy-going videos.
Subscribers: 72, 724
While most brands capitalize on short, digestible videos, Salesforce regularly uploads lengthy content. However, these don’t circle around the brand. In fact, they centralize on topics that are relatable across all audiences such as their series on compassion. In addition, they also regularly upload interviews with thought leaders wherein they share their insights and knowledge on a particular subject.
Cisco’s YouTube channel is designed almost like a company website. However, their channel balances entertainment and education. They often upload short and engaging content that promotes their product. On the other hand, they also tap into people’s emotions with videos that highlight their capacities that go beyond the business world.
IBM’s YouTube channel is designed to perfectly match the company image. Their videos are mainly interviews and product promotions. However, their content is broken down into short clips that are concise and informative. IBM’s product promotion videos are tastefully creative and entertaining to keep viewers’ attention while providing them with useful information.
Microsoft is one of the popular brands in the world. They are responsible for bringing us everyday software tools such as Windows, Office, and Skype. However, their YouTube channel highlights different facets of their brand. Microsoft is not only dedicated to developing new technology and programs but they are also involved with other businesses to improve their services. On their channel, you will find dozens of videos including Uber, CHAMP, and Adove. They also post videos that showcase their humanitarian works and highlight their passion bridging gaps.
Rounding up our top 10 list is the number-one search engine in the world, Google! It’s no surprise that Google has so many subscribers. The brand markets not only to consumers but also to businesses. Their YouTube channel is designed around pop culture and their videos are just as entertaining as the ones you see on television. Google often uploads videos that are relevant to the brand and current events. They also introduce new technology, educate audiences about their products, and highlight people’s stories.
Do you know other B2B brands that heavily use YouTube marketing? Tell us about them in the comments. You can also avail for our free five-hour trial!
Check out the other parts of the YouTube Marketing series:
- YouTube Marketing 101
- 5 YouTube Marketing Best Practices
- Top 10 B2B Brands that Heavily Use YouTube Marketing
- Infographics Fridays: A Quick Recap on YouTube Marketing
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