4 brilliant ways to make YouTube work for your business


Given its 1.3 billion users, YouTube offers a huge opportunity for businesses. But if you’re still scratching your head about it, here’s why it deserves a place in your marketing strategy.

Before you set up a channel, there are a couple of questions to ask:

  1. Are you creating video content? Good! But still, it’s crazy for a video to be created and then just sit on whatever social media channel you posted it on as if it’s done its job. We see this a lot.

  2. Are your videos getting enough views? A Facebook Live here, Instagram TV there. You have to make your content discoverable and YouTube is categorically the best way to do that. Millions of searches daily and a great way to point people to your website. They even let you add SEO-friendly keywords to make your work more discoverable. Globally, YouTube is consumers' leading source of video content, at 83% (Facebook second, at 67%) so it’s a great platform to increase your company’s visibility.

Here are four brilliant ways you can make YouTube work for your business:

How-to videos

These are a clever way to show potential customers what your product is and how to use it. 70% of YouTube viewers watch videos to help with a problem they're having.

Particularly if it's something technical like an app or software, a well-researched item like a pram for a new baby, or something that needs putting together, such as DIY furniture or camping equipment. Mountain Warehouse, for example, have a series of videos on putting up a tent on their YouTube channel.

This helps the customer who’s thinking about buying the product decide whether it matches their buying criteria; is it the right size, what additional features does it have, is it easy to put up?

Lakeland does a very similar thing to Mountain Warehouse. On their YouTube channel, Lakeland TV, they upload simple bitesize videos demonstrating how their products work.

The video shows how to use the product, what it can be used for and the product traits. They’ve struck the right balance, keeping their video tutorials very short, cutting straight to the salient details.

Of course, for all the budding and struggling chefs out there, cooking channels really take advantage of YouTube; learn anything from complex meals to simple bakes. Jamie Oliver is a champ, with his myriad playlists of how-to demonstrations, like his simple 1-minute video on de-seeding a pomegranate.


Why not get your clients or customers on screen saying how great you are? Testimonials help build trust in your business and can make the difference on whether someone buys from you or not.

Testimonials are much better than a salesy video from the CEO because instead of a sales pitch, you have input from a variety of customers describing why they made a purchase from your company.

This gives a much more authentic feel to what’s being said - it will feel more reliable and relatable to the buyer. Customers will trust another customer's opinion, even if they've never met them. Without testimonials there’s likely to be a lower level of trust between customers and the business.


Having a behind-the-scenes video on YouTube is perfect for establishments like restaurants, cafes, spas and hotels who want to share their venues, enabling potential customers to get a feel for the place. This real estate company have done this to good effect on their YouTube channel.

They use a 360-degree camera to show the restaurant at every angle. This allows customers to get a feel for how spacious it is, the atmosphere and little details before making the decision to visit the site. This technique can be particularly helpful for party and wedding venues or holiday destinations.

Another technique you can use is a ‘behind the scenes’ video which helps to showcase an environment in more detail and helps people to understand the hard work that goes on behind the scenes.

This can be particularly helpful for an artistic venue like an art gallery or theatre, but equally, any sort of maker - people love seeing how things are made or gaining insights into the crafting process.

Disney UK do this by giving viewers a behind the scenes glimpse at a day in the life setting up a West End musical, Aladdin.

This video makes the viewer feel more connected with the company and, in turn, more likely to purchase a ticket.

Company history

Having a video on your company history is great for recruitment; attracting talent by showing what a great company you are to work for.

It can show the evolution of your business - how far it’s come and where it’s going. An example of this is a video made by John Deere tractors.

It shows the journey since its foundation in 1923 to present day.

The video demonstrates how much they’ve evolved and grown, showing viewers they’re dedicated to a plan and are a long-standing reliable business, something which is attractive to potential recruits.

So, what techniques should you be using?

These techniques can make great YouTube content but some are used more frequently and it’s evident why. In summary:

How-to videos are extremely popular on YouTube and regularly get huge viewing figures.

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A how-to explainer can be the difference between customers buying your product or not.

Likewise, with a behind-the-scenes video it makes people feel closer to the business and the employees working within. If customers feel like they have a good relationship with the business it will more than likely lead to sales.

Unlike the aforementioned examples, the other two techniques can be done in both video and text form. So, if you’re going to start using YouTube for your business then prioritise the techniques that can only be done in video form.

YouTube is a great platform that your business should certainly be taking advantage of. It’s free after all so why not get started?

Need some help launching your video strategy? Contact Sookio today.