Market research firm comScore recently reported that gaming company Blizzard Entertainment was one of the most successful organizations currently featuring a channel on YouTube. Blizzard generated more than than 7.5 million unique page visits to its video content marketing page on the video-sharing website, and other businesses might be inspired to start similar campaigns.
As part of its U.S. Online Video Rankings for January 2012, comScore found that YouTube as a whole had more than 150 million unique users within the U.S. last month.
Blizzard’s page has more than 65,000 subscribers. The company is not especially aggressive with its video sharing, having last uploaded content four months ago. Choosing quality over quantity, Blizzard publishes new game trailers, walkthroughs and other timely features. Despite the infrequent updates, users still enjoy looking for information on new games.
Marketers can take a page out of the company’s book by producing content that appeals to existing clients and prospects. The game walkthroughs help existing customers with their game experience, while trailers for new or existing games help sway those considering a purchase.
Aside from YouTube and other Google properties, Facebook and Hulu were among the most popular video viewing platforms in January.
Using YouTube for sharing video content has helped several businesses appeal to their target audiences. Brafton recently reported that energy drink company Red Bull uses a YouTube channel to highlight athletes in extreme sports living the brand’s high-energy aura.