YouTube case study: How Gillette tutorials got an audience of millions

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Searches for how-to videos on YouTube are growing at a rate of 70% per year, according to Google, providing advertisers the opportunity to connect with consumers at the exact moment they're looking for help relevant to a brand's product. This case study looks at how shaving brand Gillette used range of videos that give advice on grooming, from basic shaving to more complex facial hairstyles.


Case study summary

• Gillette team looked used keyword tools to guide content strategy

• Each video created around key search terms that their target demographic

• Gillette has posted 895 videos, garnered over 24 million video views, and accumulated 22,000 subscribers on its main channel.

The challenge

Gillette wanted to cash in on micro-moments with a series of tips videos with frequent new content. Gillette videos give pointers on achieving the basic shave, trimming and shaving specific facial hairstyles, and even “manscaping” body hair.

The solution

There are over 50 tutorials in the Gillette channel, providing value to their target demographic and are evergreen pieces of content – they’re not time sensitive.

Each of these how-to videos has been created around key search terms that their target demographic (adult men who are shaving), would be searching.

For example, Gillette’s “How to Shave – Shaving Tips for Men” video has over 1.5 million views, one thousand likes, and nearly 500 comments. It’s a simple instructional video with voice over and basic motion graphics to transition from each step.

View video below:

Gillette’s content marketing team looked at YouTube and Google’s keyword tools and identified that there are an average of 44,000 searches on YouTube, and nearly a million on Google each month.

The results

Gillette launched its primary YouTube channel in May of 2009. Since that time, Gillette has posted 895 videos, garnered over 24 million video views, and accumulated 22,000 subscribers on its main channel.

It’s worth noting that Gillette has multiple channels dedicated to specific markets, including Spain, Peru, Mexico, India, which collectively have an additional 750 videos, tens of thousands of subscribers, and millions of views.

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High quality how-to videos can have additional positive impacts beyond traffic alone. How-to videos can deflect customer service calls, freeing up that resource.

Users can also access video content whenever or wherever they want, meaning companies continue to engage potential customers even when offices are closed.

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