What are the main multi-language strategies for brand RU-vid channels? In this video, Jan from @SogehtRU-vid will explain the 3 (+1) RU-vid strategies that big global brands are following and help you to decide which one is right for your brand.
Learn more about the multi-language RU-vid channel strategies here: bit.ly/3vxdAit
Video Chapters:
00:00 Intro
01:19 The biggest mistake that brands make on RU-vid
02:17 The first multi-language strategy
04:16 The second multi-language strategy
05:59 The third multi-language strategy
09:01 The fourth bonus strategy
▬▬▬ a) One RU-vid Brand Hub ▬▬▬▬▬▬▬▬▬▬▬▬
This setup is mainly used by global entertainment brands or companies having a startup background. Brands that follow this strategy are for instance Airbnb, Canva, Disney’s Mickey Mouse, Nobel Prize, and many more.
With their RU-vid videos, all these brands reach a global audience right from the start. And they achieve the greatest common multiple with the least possible effort.
So what are the Pros of this one-channel strategy:
- Maximum Impact, Minimum Effort
- Speed
- Ease of management
- Aligned content strategy
- Algorithm-friendly
- Bigger subscriber count
The main disadvantages:
- Not understood by everyone
- Can’t adapt to cultural differences and differences in promotional activity
▬▬▬ b) Brand Hub with Supplementary Channels ▬▬▬▬▬▬▬▬▬▬▬▬
To better address the above-mentioned need of offering different types of customers different types of video content, you can decide to add supplementary channels to your main RU-vid channel.
These additional RU-vid channels can be tailored to target groups - one RU-vid channel for each target group. Or tailored to company divisions, i.e. one RU-vid channel for each division or product.
The main advantage of this RU-vid channel setup is that it’s tailored to the interests of various target groups.
However, there are certain limitations to this strategy as well:
- Not understood by everyone
- More difficult to manage since you have different video marketing teams.
▬▬▬ c) Brand Hub with Regional Channels ▬▬▬▬▬▬▬▬▬▬▬▬
Let’s explain the core characteristics of this Think Global. Act Local setup:
- You have a Global English Brand hub
- Supported by RU-vid channels tailored to countries or languages.
The supporting channels aren’t focused on target groups. That’s important to mention. So this setup is not user-centered but rather reflects the internal architecture of the organization. With all its disadvantages.
This approach often gets used by brands that want to reach a global audience yet also want to take into account regional differences.
Video production is mostly done on both headquarters and country levels. The corporate headquarters creates videos, mostly on universal topics that are relevant to all markets. These videos then get published on the main RU-vid channel, the global brand hub.
The Pros of the decentralized approach are:
- No language barriers
- It’s easy to run local initiatives
- You may have a more engaged, healthier community
Yet there are also disadvantages. And they are severe:
- Your channel subs and views get fragmented
- Your channel setup is more expensive and complex to manage
- Messaging, tone of voice, and branding are hard to control
- The channel setup is potentially confusing for your audience
▬ About tubics ▬▬▬▬▬▬▬▬▬▬▬▬
#tubics is a Video Marketing software that helps businesses and RU-vid creators to rank their videos better on search engines like RU-vid and Google. This works in a similar way to search engine optimization (SEO) for websites, but just for RU-vid videos. Users receive concrete suggestions for optimizing their videos and can implement them directly in the software.
Why tubics? Companies and creators invest a lot of money and time in their RU-vid channels. Yet many are struggling with low video views. Better video metadata helps to make the video easier to find and thus reach more viewers.
Sign up free at www.tubics.com
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11 июл 2024
