Mobile operator MTN yesterday launched its custom YouTube channel to help it effectively deliver localised content.
MTN let the proverbial cat out of the bag with a teaser video on YouTube last week, which motivated its decision to launch its own custom channel on YouTube.
MTN's custom YouTube channel displays the operator's latest blog postings, links to both Facebook and Twitter, and categories for uploaded videos like tech, sport and lifestyle.
With a community of over a billion unique users every month, YouTube's custom channels provide additional features for brands to push their content in new ways. While any advertiser can use YouTube, custom channels have added benefits including branding, gadgets and client services.
A custom YouTube channel allows the customisation of a brand through several modules that include channel header banners, a background image and a branding box. Metrics are also available to tally channel views, uploaded video views, subscribers, friends and comments.
YouTube Insights Analytics provides advanced data to channel owners, such as who is engaging with their content, so that the owner can better customise content generation and track the effectiveness of video content. Brands using a custom channel can also drive traffic by using YouTube Ad Products.
Visual persuasion
Chief marketing officer at MTN SA, Serame Taukobong, says there is a constant battle for brands to find a way to effectively communicate in the digital sphere. "As MTN, we're excited to be the first brand in Africa to launch its own YouTube custom channel, bearing testament to our commitment to delivering a bold new digital world to our customers."
He adds that the MTN custom channel will reposition the brand in terms of visibility and presence. "We will be able to feed the hunger for fresh and current content to the bustling online community. Our new custom channel means we can really engage with customers across Africa and build an audience."
Google SA country director Luke Mckend says YouTube offers companies a digital platform to build their brands, innovate and test their creativity. "MTN is leading the way as the first brand in Africa to create a custom channel. Even though MTN is a pan-African operator, YouTube gives MTN the flexibility to custom and localise content for different parts of the continent."
Digital power
Mike Sharman, owner of digital communications agency Retroviral, says Africa has been left behind in the past. "We have had a lot less customisation options when it comes to YouTube channels, when compared with the rest of the world. Examples such as the Tippex interactive Hunter versus Bear campaign were previously impossible to activate in SA."
He adds that the benefits of local brands opting for custom channels, stretch far beyond the brand itself. "The more brands become involved in YouTube campaigns, the better it is for us digital marketers. YouTube has a local presence and the team here is incredibly supportive."
Sharman says he looks forward to SA making more pioneering, digital steps now that more and more options are becoming available. "With current upload figures sitting at 100 hours of content being posted to YouTube every minute, brands sometimes need some customisation to stand out from the global noise of cat videos."
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