Official Canada Blog
News and notes from Google Canada
Mind the gap: Canadian businesses starting to hop onboard YouTube
Wednesday, April 24, 2013
Canadians love online video. In fact, we are consistently global leaders in online video viewership and engagement, according to
comScore
. As a result, YouTube has become a key strategic vehicle for businesses big and small to engage, entertain and inform consumers.
Recently, Google Canada’s Head of Media Solutions, Marshall Self, sat down with the Financial Post to discuss the disconnect between the popularity of YouTube in Canada and the slow adoption of YouTube as a strategic opportunity by Canada’s largest companies. You can read the interview
here
.
Fortunately, it’s not all doom and gloom for corporate Canada. Over the past few years, some Canadian businesses are realizing the power of sight, sound and motion, which gives them the ability to engage, delight, and even surprise consumers.
McDonald's Canada
created an international buzz with their food quality campaign, answering consumers questions such as
“Why does your food look different in the advertising than what’s in the store?”
, which has been viewed more than 8.4 million times.
Ford Canada recently got in the game hiring YouTube filmmaker and Montreal native Patrick Boivin (of
Dragon Baby
fame) to create a video for the Ford Escape. The resulting zombie-themed video has been viewed more than 500,000 times between
Ford Canada’s
and
Patrick Boivin’s
YouTube channels.
This video does more than just entertain and inform, according to Ford it also led to a 12% jump in favorability for the vehicle. You can read more about this campaign and the growing importance of YouTube for Canadian advertisers in the
Globe and Mail
.
While Canada’s largest companies are only starting to scratch the surface of the strategic opportunities of the YouTube platform, what about Canada’s small businesses? In the U.S., we have seen companies like
Orabrush
use YouTube to build a multi-million dollar business.
Dollar Shave Club
became a viral sensation when they posted their first video on YouTube. With a majority of Canada’s small businesses still without a web presence of any kind, YouTube offers yet another opportunity for Canadian entrepreneurs to leverage the power to market and grow their businesses.
Do you know of a Canadian company that is using YouTube as an effective tool for their business? Do you have a favourite Canadian marketing campaign on YouTube? Share with us on
Google+
. We want to hear from you!
Posted by Andrew Swartz, Google Canada
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