The power of YouTube: Tips on using the video-posting site for business

On the Web:

To learn more about YouTube, register for the Tire Business Webinar: Using YouTube and LinkedIn for business

Learn More:

To learn more about Falken's social media presence, check out 'An engaging situation' in the June 10 print issue of Tire Business.

AKRON — We live in a world of instant gratification.

We can search instantly for any kind of information through search engines. We can purchase TV shows and movies from decades ago with a click of a button from sites like Amazon.com We can quickly reach out to friends and family if we need advice on a product or want to share a funny photo on social media sites like Facebook and Google+.

We also can look up a skateboarding dog video on YouTube that was uploaded in 2007 and has more than 20 million hits or video where a brother lets his baby brother Charlie bite his finger while someone taped it. As of June 10, 2013, that clip has more than 528 million hits. Love it or hate it, this is the power of YouTube. In today's blog we're going to discuss how you can use this video-posting site for your business.

YouTube was launched in 2005 and was acquired by Google Inc. in 2006. The site started as a way for anyone to post any type of content. Popular videos that went "viral"—meaning it started circulating very quickly around the Internet—became the topic of discussions for pop culture junkies. Through the years, people have capitalized on this platform and posted videos of everything from "How-To" videos to music videos to stunts to much more. However, businesses have also used the platform to reach users who frequent the site to get info about their business as well as some best practices.

Through various seminars and speaking with dealers, I have heard many of them express concern over reaching the younger demographic. These young people may have relationships with their parents—or even grandparents—but likely do not have a particular loyalty yet to a business like an auto service or tire shop.

In previous blogs I've written that social media is a great way to reach that younger demographic because a business can find ways to reach them on their terms—on sites they are already using. I recently caught up with James Yim, creative director at Falken Tire Corp., about the company's social media presence—especially on YouTube—and spoke about some advice he had for dealers.

Falken's expansion into social media

Falken has been active on social media for the brand for years—Mr. Yim said that the company's first Facebook page was actually before brand pages even existed on the site. Falken has an expansive social media presence: with 877,000 Likes on Facebook, more than 21,000 followers on Twitter and 10,000 subscribers on its YouTube channel.

When asked about how Falken got started on YouTube, he said, "It was kind of an evolution of a couple of things."

James said that in early 2009 Falken hired its first videographer and that they "just started going to all the motorsports events with the motorsports team."

He said the first video produced went right to YouTube. This was a time before brand pages even existed on the site, so Falken's efforts were "very guerrilla and grassroots."

James said Falken is looking to change some things on its YouTube page in the near future.

"We have some really radical stuff coming," he said. "We're doing something in the tire industry that will be unique; and it will be different."

Advice for dealers

With Falken's being a tire manufacturer and James being so active in social media, I wanted ask him what advice he would offer dealers.

"They have to develop a brand voice," he said.

Being on social media is more than just telling people about what tires are for sale, James said, or any rebates that might be available. Because people buy tires only once every three years or so, you need to engage them.

"If you want someone to actually Like your page and connect with your page," he added, "you're going to have to give them content that they want that's relevant to your brand and to them.

"It's communication—and communication is a two-way street."

Asked how dealers can use YouTube, he said the best thing they can do is to post maintenance reminders and more do-it-yourself (DIY) types of videos.

According to a new survey from the Rubber Manufacturers Association, only 8 percent of drivers aged 18-39 know the basic tips for checking tire pressure properly. This is the type of information that would be beneficial for you to post on YouTube.

James said some dealers may question why they would want to post DIY videos if their aim is to get people into their store. Since most people are not going to do it themselves, a video is merely showing them that their friendly local tire dealer or repair shop can do the service for them.

For instance, he said you could post a video on "signs of wear"—then show a motorist how to recognize a problem with their vehicle's ball joints. If they come in and get that problem taken care of, it might cost them $150. If they wait too long, then they would need a new set of tires—plus the additional cost to replace the ball joints.

It's all about educating consumers. People are going on YouTube for all sorts of DIY-type projects, and some of the information being put out may be questionable. At least if a potential customer sees your YouTube channel, he or she might start to see you as the authority on the topic and will keep your shop in mind for service.

James said it's all about "that customer service, customer-centric type of thing," and that "dealers should carry that message."

The quality of videos being posted on YouTube range from cell phone images to professionally done productions. James said he recently saw a YouTube video on how to do your own alignment—and it had more than 70,000 views.

This is the type of information a dealership can present to its current and future customers.

James noted that dealers are already doing the repair work in-house, so why not have a technician walk viewers through it via video?

He said the subject matter can even be something as simple as explaining how, if a tire is overinflated, it can lead to uneven wear—and the consequences of that.

"Even the rawness of the video may be what their fans are looking for," James added.

Ultimately, we live in an age where we can get any kind of information instantly, so why not be the "expert" who is educating your customers on proper care and maintenance? I can't think of anyone better.

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Still have questions? Any subjects you'd like to see covered on this blog? Let me know at 330-865-6143, [email protected] or send a message to Tire Business at Facebook, Twitter, LinkedIn or at [email protected].