In this blog, I will be answering some questions about a case study, Home Depot. Before I answer these questions I will catch you up to speed on this case study. A few years ago Home Depot was fully aware that they needed to start getting involved with social media. They were just simply afraid that their marketing message would not be translated properly, but they knew that had to connect with their associates and customers with a social media platform. In June of 2010, Home Depot began to post How-To videos on YouTube. A year later they reached over 8 million views on their channel. Which surpassed their views of their boring old commercials.
Now, that I have you caught up. I will be answering four questions about the case study. Just so you all know these are my personal opinions when it comes to the following questions.
- What in particular about Home Depot’s business made this How-To series of videos so successful? What other industries might be able to use a similar strategy?
- There are several things that made their How-To videos a success. For one, they kept all of the videos up to date. That way all of their videos would be new and relevant to the viewer. Also, they had the videos tie in with the seasons, and they used real people. All of these things are what viewers look for in a How-To video. I feel like other companies like, Mendars, would benefit from this kind of tactic. That way they can show off their products and have the viewer see how to use them at the same time.
- Are these instructional videos actually more effective than overt commercials? Why or why not?
- Like I explained above in my last question. Not only do people want to see the product, but also they want to see the multiple uses they can do with that specific product. In commercials, all you see is the product looking all pretty, but you don’t get to see what I can do or if it even has multiple uses. That is why I think instructional videos are more effective than over commercials.
- Why did Home Depot choose to focus on producing YouTube videos? Would videos exclusively hosted on its company website or on other videos sharing platforms have been equally effective?
- They chose to focus putting their videos on YouTube because they knew that their valuable customers weren’t just going to the Home Depot site, but they are also going to either Google or YouTube. Which are both go to sites. So, by going with Youtube they would get more views and searches than going with any other site.
- What advantages did Home Depot gain from having in-store representatives featured in the videos? Name at least two advantages, and explain why they are important.
- One of the advantages of having an in-store representative in the videos is that they aren’t actors. They are real people who work in the store. Which mean that they have more knowledge about the product than anyone else. If it were actors in the video they would have to read off of cue cards and practice with the product several times, but that isn’t the case with the reps that work in the store. Which brings me to my next advantage. When they are in the videos everything is real. They don’t have to read off a card or practice before filming. Everything is real and legit. This helps the viewer connect with the video better, and causes them to want to go out want to try out the product and its many uses.