The Hub Hero Help Method for Video Marketing Explained

What is the Hub Hero Help Method?

Who would have guessed that brands and businesses would one day be learning marketing tactics from YouTube stars? Top influencers consistently captivate their fans with regularly scheduled content, Q&A sessions, and special episodes. The result is loyal viewership and high engagement–exactly what brands want. But we’re not all YouTube stars, and it’s not always easy to repeatedly create quality videos, get a consistently high number of views, and turn those views into customers.


That’s why Google came out with a content plan to help brands create a successful YouTube strategy without relying on the impossible task of constantly coming up with viral videos: the hub hero help method.


So what exactly is this method? Formerly known as hub hero hygiene, hub hero help method is a video marketing strategy that utilizes three complementary content types. This three-part plan will put you on track to attract and retain a strong audience of potential customers–just look at Nike Football, who used hub hero help to grow its YouTube channel to almost 2.4 million subscribers.


Let’s break down the hub hero help method so you can start tapping into YouTube’s audience of over a billion users and counting (YouTube).


Help Content


What it is

Help videos are straightforward: they help your audience by answering their questions. These videos are always there for the people searching for something that’s relevant to your company. They can be how-to videos, product demos, feature tutorials, and customer service content. Your topics should answer common consumer searches from your brand’s perspective of expertise. There are plenty of tools out there to find what your audience frequently searches, so start making a list of what your brand can answer!


Why use it

Help videos are a great way to jumpstart your video marketing strategy by attracting customers to your brand. Everyone has turned to Google to answer their questions, and help videos let your brand capitalize on these searches. Think about this: by drawing in people who have questions that are relevant to your product or service, you’re attracting a highly targeted audience who is more likely to follow your brand’s channel. In fact, 4 out of 5 customers find demo videos helpful, so it’s clear that providing your audience with valuable information will also give them a more positive impression of your brand (Animoto). This is a great way to attract the right kinds of customers and pique their interest in what you offer.



Hub Content


What it is

Hub content is your brand’s regularly scheduled episodic series. It is meant to be entertaining enough to get people to come back to your channel again and again. According to the YouTube Playbook, it should “give a fresh perspective on your target’s passion points” and motivate viewers to subscribe to and regularly visit your channel. Brendan Gahan points out that popular YouTubers provide a good example for these videos because they use a consistent, simple, yet entertaining format. Although you should keep your format relatively uniform, you can make small changes over time based on your subscribers’ feedback.


Why use it

Two-thirds of customers say that companies that use video know how to reach their customers (Animoto).  If your brand is able to create an engaging, regular series, you’re using an extremely effective way to create brand loyalty. Since hub videos are tailored to your viewers’ interests, you’ll keep them coming back. You can also give these viewers a strong impression of your brand by communicating your company’s voice and style consistently in these videos. Try to give clear calls to action, paired with a promotion strategy that includes social media marketing and incentives to subscribe to and share your content.  Hub content is all about turning your regular viewers into brand ambassadors.



Hero Content


What it is

Your hero content is your big, flashy video that says “Look at us!” It’s the video that you want to push to a large audience to drive audience growth, the “tent-pole event” that generates buzz before and after it comes out (Smart Insights). You should only put out hero content a few times a year for your most important initiatives. A few of the YouTube Playbook’s suggestions include a live-streamed event, a viral video, a cross-promotion with a popular YouTuber, or even a YouTube ad. Think of the major brand moments you have planned for the year. It should be  the kind of content that people would share on social media, see in the media, and perhaps even pay for.


Why use it

As a seriously shareable video, hero content will gain you the most brand awareness, extending beyond your core hub followers and current customers. Paired with media and PR, it’s your chance to promote your major events and releases to make a huge impact. As a more expensive investment, keep your ROI in mind and plan your hero’s release carefully. Make sure you have used your hub and help content to successfully build your channel’s viewership so your loyal fans ramp up your views.


Read more about the strategy behind the viral Love has No Labels video here.
As more brands have begun using the hub hero help method and sustaining relationships with viewers, brand channel subscriptions have increased 47% in the last year (AdWords Agency). So what are you waiting for? By using help content to draw people to your channel, hub content to keep them engaged, and hero content to spread your message to a wider audience, you will have an effective video content marketing strategy that’s more sustainable and more effective than those viral videos.

Zoe EpsteinZoe Epstein studies online video marketing trends in the Washington, DC area.


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