This is a post on the Ogilvy PR blog about how brands try to use YouTube. I try to make a distinction about two ways they get involved:
"Nike, Dove, Smirnoff, Nintendo - what do these brands all have in common? They each are producing video for the expressed purpose of publishing online and sharing via the mass video aggregator, YouTube. Many commercial brands want to get on YouTube without much understanding of what it might get them.
Brands like YouTube for five simple reasons:
1. It offers them a platform most like television wherein they can put to work the expensive creative teams from their advertising agencies. These teams are very good at telling stories and now, they can do so unfettered by the :30 or :60 artificial limits of commercial television.
2. The reach of You Tube seems like a mass media channel. 100m video streams daily representing 60% of all video served on the Web. Online audience growth from 5m to 25m+ over the first 6 months of this year. That certainly sounds like a mass media. Yet a runaway hit - Dove Evolution, for example (which Ogilvy in Toronto is responsible for) - is 620K "views." (and includes parodies like this pumpkin one) Most don't climb to that stratosphere. Like the Web, itself, You Tube hosts a vast variety of videos that appeal to different micro-audiences.
3. Video is canned and therefore reasonably controllable. Brands can report to internal executives that they are involved with 'social media' without having to actually enter a two-way conversation.
4. It allows brands to connect with consumers on some emotional level by using the emotive qualities of story and video.
5. "Viral Video" sounds sexy and makes their brands seem desireable"