The “Youtube Effect” on Brands


For her first post on More Than Branding, Loyda de la Cruz names her favorite brands on Youtube and what she likes best about them. 


Youtube is currently one of the websites with the largest number users in the world. More than 2 billion videos are watched each day, with hundreds of viewers interacting and aware of what's happening in this particular site. Brands should not look the other way, instead understand its potential as a positioning tool and as a slingshot to attract a desired audience.

This platform has emerged as the nexus between "emotions" that are generated in the consumer-brand interaction. An important fact is that YouTube has already surpassed 113 million unique visitors, 14.2 million video views and 11 million searches. Inquiries related to business exceed 1.5 million weekly. It is for this reason that YouTube has won a spot as a video hub for a useful and meaningful brand.

Here are 5 examples of branded channels on YouTube which highlight design, content and a different brand display:


Nokia is a multinational company and the manufacturer of the first mobile phone in the world, making it one of the leading companies in the telecommunications sector.

With presence on YouTube, Nokia has an attractive channel in terms of design and content. They use this space to post hundreds of videos related to the brand, from the promotional sort, to video tutorials on applications and the use of your computer.

Subscribers: 76,916

Channel Views: 90,429,619



The GoPro channel reflects the lifestyle of consumers with the brand - specifically people who like extreme sports and adrenaline.

Subscribers: 190,219

Channel Views: 111,379,002




This channel brand reflects dynamism, youth, interaction and innovation- the design and content of this channel complement this space making it unique and addictive.

Subscribers: 70,048

Channel Views:32,086,021



Wal-Mart Stores, Inc. is a U.S. based multinational company and world's largest retailer - in sales and number of employees. The Walmart brand channel on YouTube shows promotional videos related to services and current offerings.

Subscribers: 5,338

Channel Views:6,799,683



Starbucks Coffee

One of my favorite brands, Starbucks Coffee Company is the world's largest coffee chains, with about 17,800 locations in 49 countries.

The Starbucks brand channel features promotional videos presented amidst a clean and attractive corporate design, making the viewer feel as if he/she is sitting in a Starbucks drinking their favorite coffee.

Subscribers: 13,231

Channel Views: 8,365,021


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