In this series of Video Content Marketing mini case studies, we take a look at specific channels by great companies, and see what we can learn from what they’re doing with their video content.
Bain & Company started posting videos on YouTube 9 years ago! That’s a long time, and kudos to them for getting on trend of Video Content Marketing so early on. Most companies, even those that are focusing on marketing have only recently made the jumped in the last few years.
They post around 10 videos every month or more than 2 videos a week. That’s a great number of videos, probably more than the average company has the bandwidth to post in terms of content, but looking at Bain’s channel gives you lots of cool ideas on what type of content you can cover.
For example they may talk about the state of different markets – that’s a whole series of videos. Or they can talk about the impact of digital transformation on different company departments – another video series. They also have a lot of “how-to” videos like how to get the most out of customer experience tools. They can leverage frequently asked questions by their clients, or look at industry conferences and pick questions from the different topics that are covered.
One reason companies find Video Content Marketing intimidating is because they don’t think they have enough ideas to produce content regularly. Take a look at Bain’s channel and get inspired! There’s definitely not a shortage of content ideas. They already have more than 700 videos posted and the counter keeps growing fast!
And each video gets on average about 1,000 views. That’s around 10% of their subscriber base, which is pretty typical to get that many views organically from your subscribers.
Now 1,000 views may sound very few, right? If you look at most corporate videos actually, they get barely 100 views. Because corporate videos are either sales-y or super-boring and poorly produced. So nobody wastes their time watching them… voluntarily. To get 1,000 views in the context of corporate Video Content Marketing is actually quite good. And you know these are organic views because their videos consistently hit those numbers.
The beauty here is that these 1,000 views are from highly qualified and engaged clients or prospects. So you don’t need millions of views to get results. For Bain, if they get 1 call from a client asking them about digital transformation, that can lead to a multi-million dollar engagement.
But above all they’re doing this to establish their thought leadership. And that’s where Video Content Marketing truly shines. It’s not necessarily going to drive new business, but it’s definitely one of the levers that builds confidence with clients and makes it easier for them to say “let’s bring Bain in to consult us on this topic”.
If you take a look at Bain’s channel, leave a comment below with your thoughts or observations and what you learned about Video Content Marketing.