What's Google's YouTube marketing strategy? Google Inc. has 101 Official Google YouTube Channels which feature videos on a wide range of topics, from product demos to visiting speakers to Google’s offices.
The company also has a network of 182 Official Google Blogs that cover topics as diverse as our renewable energy policies, product updates, developer challenges and code snippets, and information for advertisers and partners. It has 179 Official Google Twitter Accounts covering various Google products and featuring news and updates for many different countries and regions. The company enables users to connect with Google teams and products using 57 Official Google+ Pages. And it enables users to get updates and connect with other Google fans on 29 Official Google Facebook Pages.
Is it a Smart Strategy for Google to have 101 YouTube Channels?
So, is it a smart strategy for Google to have as many YouTube channels as there were Dalmatians in Walt Disney’s 1961 animated film, One Hundred and One Dalmatians?
Yes, it is wicked smart for three key reasons.
1.) Market Segmentation 101
First of all, Google has multiple market segments worldwide. So, creating 101 YouTube channels focused on different categories, languages, and regions is a smart market segmentation strategy.
If you look at Google’s YouTube directory, you’ll see that 40 channels are focused on users in different countries and regions and 18 are focused on advertisers in different countries. That’s smart. Why would you create just one channel for users and advertisers who speak 25 different languages?
Another 29 YouTube channels are focused on users of different products and four are focused on developers. That’s also smart. If you want information on YouTube, just go to YouTube’s official YouTube Channel. Why would you force customers to search through videos on other products?
Finally, 19 of the Official Google YouTube Channels are company-wide. That’s smart, too. If someone wants to subscribe to Google Search Stories to be informed as soon as a new one is released, why would you make them receive updates about 18 other topics that they’re not interested in watching?
So, unless your company has only one market segment of customers, which have similar needs and demand similar products and/or services, then it makes little sense to have just one YouTube channel.
2.) 101 Tent Pegs
Second, having 101 YouTube channels enables Google to create, release, and/or package content that is themed around tent-pole events like April Fools’ Day.
Google’s tradition of perpetrating hoaxes on April Fools' Day that dates back to 2000, when the search engine asked users to “project a mental image of what you want to find” while staring at the MentalPlex circle.
In 2008, YouTube participated in Google’s April Fools’ Day tradition for the first time. All of the featured videos on YouTube’s homepage linked to “Rick Astley – Never Gonna Give You Up,” Rickrolling viewers around the world.
This year, the company perpetrated 23 April Fool’s Hoaxes and many of them featured YouTube videos. According to the, four of the top 100 social videos shared on Facebook, Twitter and in the blogosphere in the last 30 days were:
Google Maps 8-bit for NES with 484,578 shares.
Introducing Gmail Tap with 122,459 shares.
The YouTube Collection: The Magic of YouTube in Your Hands with 44,696 shares.
Introducing the Google Fiber Bar with 7,225 shares.
3.) Video Marketing 101
Third, having 101 YouTube channels enables a large number of Google’s 33,077 full-time employees to learn how to share a story that’s worth retelling, connect with people’s passion, and build relationships with customers at scale.
Recent examples of Google’s success in video marketing can be seen in the of the top 100 social videos shared in the last 30 days:
Project Glass: One day... with 469,557 shares.
Self-Driving Car Test: Steve Mahan with 80,892 shares.
Tour the Amazon with Street View with 14,342 shares.
Google+: There's more to explore with 7,882 shares.
Other indications that it is a wicked smart strategy to have 101 official YouTube channels can be seen in Google’s financial results for the quarter ended March 31, 2012.
“Google had another great quarter with revenues up 24% year on year,” said Larry Page, CEO of Google. “We also saw tremendous momentum from the big bets we’ve made in products like Android, Chrome and YouTube. We are still at the very early stages of what technology can do to improve people’s lives and we have enormous opportunities ahead. It is a very exciting time to be at Google.”
Yes, it is.
A List of All YouTube Channels for Google:
|YouTube Channel||Description||YouTube Channel URL|
|@Google Talks||Videos from @Google events—such as the [email protected] and [email protected] series—featuring everyone from newsmakers to bestselling authors||https://www.youtube.com/AtGoogleTalks|
|Android Developers||Demos, tutorials and anything else related to Android, the first complete, open and free mobile platform||https://www.youtube.com/androiddevelopers|
|Blogger Help||Blogger Help Videos||https://www.youtube.com/BloggerHelp|
|Canal Oficial de Google en America Latina||Encuentre informacion sobre todos nuestros productos y mas recientes lanzamientos||https://www.youtube.com/GoogleLatinoamerica|
|Canal Oficial de Google Mexico||Informacion sobre nuestros productos, los nuevos lanzamientos y promociones||https://www.youtube.com/GoogleMexico|
|Chaine Google France||Les videos de Google France||https://www.youtube.com/GoogleFrance|
|Czech Republic||Zivot je plny otazek. Jestli na ne chcete dostat rychlou a presnou odpoved, zkuste Google.cz||https://www.youtube.com/Googlegooroo|
|Earth Outreach||Videos for non-profits and public benefit groups about using Google Earth||https://www.youtube.com/EarthOutreach|
|Eyes-Free Android||Speech-enabled eyes-free Android applications that help change people’s lives||https://www.youtube.com/EyesFreeAndroid|
|Finland||Tervetuloa Suomen viralliselle Youtube-kanavalle!||https://www.youtube.com/googlefinland|
|Google’s official YouTube channel||https://www.youtube.com/Google|
|Google AdSense||Inside AdSense||https://www.youtube.com/InsideAdSense|
|Google AdSense - China||Inside AdSense China||https://www.youtube.com/InsideAdsenseZhs|
|Google AdSense - Hong Kong||Inside AdSense Hong Kong||https://www.youtube.com/insideadsensehk|
|Google AdSense - Netherlands||Inside AdSense Netherlands||https://www.youtube.com/InsideAdSenseNL|
|Google AdSense - Portugal||Inside AdSense Portugal||https://www.youtube.com/InsideAdSensePT|
|Google AdSense - Russia||Inside AdSense Russia||https://www.youtube.com/insideadsenseru|
|Google AdSense - Spain||Inside AdSense Spain||https://www.youtube.com/InsideAdSenseES|
|Google AdSense - Taiwan||Inside AdSense Taiwan||https://www.youtube.com/InsideAdSenseTW|
|Google AdSense - Turkey||Inside AdSense Turkey||https://www.youtube.com/insideadsensetr|
|Google Analytics Channel||Videos about our web analytics and online advertising products||https://www.youtube.com/googleanalytics|
|Google Apps||Videos about and related to Google Apps, Google’s suite of communication and collaboration products for businesses, non-profit organizations and schools||https://www.youtube.com/GoogleApps|
|Google Arabia Channel||https://www.youtube.com/googlearabia|
|Google Art Project||A collaboration between Google and some of the world’s most acclaimed art museums||https://www.youtube.com/googleartproject|
|Google Australia Business Channel||Videos and webinars on Google’s solutions for Australian businesses||https://www.youtube.com/GoogleAUBusiness|
|Google Beat||A glimpse of the latest search trends on Google||https://www.youtube.com/googlebeat|
|Google Business Brand Channel||Videos and webinars on online advertising and Google’s business solutions||https://www.youtube.com/GoogleBusiness|
|Google Channel Brasil||Bem vindo ao canal do Google Brasil no YouTube||https://www.youtube.com/googlebrasil|
|Google Channel Japan||Google ??? ???????||https://www.youtube.com/googlejapan|
|Google Chrome||Google Chrome videos||https://www.youtube.com/googlechrome|
|Google Chrome Brasil||https://www.youtube.com/googlechromebr|
|Google Chrome CZ||https://www.youtube.com/googlechromecz|
|Google Chrome FR||https://www.youtube.com/googlechromefr|
|Google Chrome Germany||https://www.youtube.com/googlechromede|
|Google Chrome Germany||https://www.youtube.com/googlechromede|
|Google Commerce||Support and informational videos for Google E-Commerce.||https://www.youtube.com/googleecommerce|
|Google Deutschland||The channel for Google in Germany||https://www.youtube.com/GoogleDeutschland|
|Google Developers||Interviews, screencasts and more from the Google Code team for developers||https://www.youtube.com/GoogleDevelopers|
|Google Developers - Japan||Google Japan Developer Relations ?? YouTube ????????||https://www.youtube.com/GoogleDevelopersJA|
|Google E-Commerce Channel||Support and informational videos for Google E-Commerce||https://www.youtube.com/GoogleECommerce|
|Google Espana||Canal oficial de Google Espana||https://www.youtube.com/GoogleEspana|
|Google for Nonprofits||Videos for the non-profit community from Google.||https://www.youtube.com/googlefornonprofits|
|Google Green||Learn more about Google's long-standing commitment to being green and our efforts towards achieving true sustainability||https://www.youtube.com/googlegreen|
|Google in Africa||https://www.youtube.com/googleafrica|
|Google Israel||????? ????? ?- YouTube||https://www.youtube.com/GoogleIsrael|
|Google Italia Channel||Il canale ufficiale di Google Italia su YouTube||https://www.youtube.com/GoogleItalia|
|Google MapMaker||Videos from the team behind Google Map Maker||https://www.youtube.com/googlemapmaker|
|Google Mobile||Videos about Google’s mobile products||https://www.youtube.com/GoogleMobile|
|Google Mobile Ads||https://www.youtube.com/googlemobileads|
|Google Play||Watch the official YouTube channel of Google Play to get exclusive videos, hear directly from the artists, authors and creators you love, and share your favorites with friends.||https://www.youtube.com/googleplay|
|Google Privacy Channel||Videos to keep you informed about our privacy policies, how we treat your personal information, and how you can better control your privacy while using Google||https://www.youtube.com/googleprivacy|
|Google Public Policy||https://www.youtube.com/googlepublicpolicy|
|Google Science Fair||Videos about the world’s first global online science competition||https://www.youtube.com/googlesciencefair|
|Google Search On CZ||https://www.youtube.com/zivotjehledani|
|Google Search Stories||This is the place to find the newest Search Stories as soon as they’re released||https://www.youtube.com/SearchStories|
|Google Students||Google videos on products, job opportunities, educational materials, and other resources and programs for students and faculty in the academic community||https://www.youtube.com/GoogleStudents|
|Google Tech Talks||https://www.youtube.com/GoogleTechTalks|
|Google TV Ads Channel||Google TV Ads is an online marketplace that makes it easy for anyone to buy, sell and measure national cable TV advertising||https://www.youtube.com/GoogleTVAds|
|Google Voice Search||Google Voice Search for mobile is being tested under extreme conditions. Welcome to the first in a series of acoustic experiments run by Google's intrepid engineers.||https://www.youtube.com/googlevoicesearch|
|Google Webmaster Help||Official channel for Google Webmaster Central. Get webmaster resources and info on crawling, indexing, increasing traffic to your site and connecting with visitors.||https://www.youtube.com/GoogleWebmasterHelp|
|Google Website Optimizer||The official channel for all videos about Google Website Optimizer and website testing||https://www.youtube.com/websiteoptimizer|
|Google.org||The official channel for google.org||https://www.youtube.com/Googleorg|
|Google’s Official U.K. Channel||Videos from Google U.K.||https://www.youtube.com/GoogleChannelUK|
|Hong Kong||Google ??????||https://www.youtube.com/GoogleinHK|
|Hungary||A Google hivatalos magyarorszagi csatornaja.||https://www.youtube.com/magyargoogle|
|India||Official Channel of Google India||https://www.youtube.com/googleindia|
|Korea||?? ??? ?? ?????.||https://www.youtube.com/googlekorea|
|Life at Google||An inside look at work and life at Google||https://www.youtube.com/lifeatgoogle|
|NORAD Tracks Santa||The NORAD Tracks Santa (www.noradsanta.org) program has been around for a long time, since 1955 to be exact! We believe that Santa Claus is alive and well in the hearts of people throughout the world.||https://www.youtube.com/NORADTracksSanta|
|Official Google TV Channel||A collection of videos about Google TV||https://www.youtube.com/GoogleTV|
|Poland||Oficjalny kanal Google Polska||https://www.youtube.com/googlepolska|
|Portugal||Canal da Google Portugal, com uma seleccao de videos relativos aos seus varios produtos e servicos.||https://www.youtube.com/googleportugal|
|Singapore||Videos from the Google Singapore Team.||https://www.youtube.com/GoogleSingapore|
|SketchUp Video||Official source for online learning of Google SketchUp||https://www.youtube.com/SketchUpVideo|
|Think with Google||A platform for sharing industry viewpoints, helping you navigate in the business landscape||https://www.youtube.com/think|
|Users FTW||The product changes or new features you asked for.||https://www.youtube.com/usersftw|
|YouTube||YouTube’s official YouTube Channel||https://www.youtube.com/YouTube|
|YouTube Advertise||YouTube offers a unique opportunity to connect with your audience in a personal and targeted way—and the ability to do so at massive scale.||https://www.youtube.com/advertise|
|YouTube CitizenTube||What’s happening with news, politics and social change on YouTube||https://www.youtube.com/CitizenTube|
|YouTube Presents||YouTube Presents brings you live music and interviews from major artists and rising stars.||https://www.youtube.com/youtubepresents|
|YouTube Screening Room||A platform for top films from around the world to find the audiences they deserve||https://www.youtube.com/ytscreeningroom|
|YouTube Space Lab||A new galactic channel on YouTube that will lift off from your laptop, taking you to interesting and awesome videos from around the world... and beyond.||https://www.youtube.com/SpaceLab|
|YouTube Town Hall||An online platform for members of Congress to debate and discuss the most important issues of the day.||https://www.youtube.com/yttownhall|
|YouTube World View||https://www.youtube.com/worldview|
|Âèäåî Google Ðîññèÿ||Google videos for Russia||https://www.youtube.com/GoogleRU|
|Îôèöèàëüíûé êàíàë AdWords||https://www.youtube.com/AdWordsRussia|