Passion for video drives this gamer
Grant Hinds is a YouTube marketer. He tells Margaret Harris that YouTube allows brands to target consumers in a very personal and effective way
What does a YouTube marketer do?
A large part of my business is consulting with companies on how to effectively utilise YouTube as a social media marketing tool for their businesses, or even if it’s a necessary component in meeting their objectives. I conceptualise and develop YouTube marketing strategies tailor-made to a particular brand. These strategies include every aspect that will become the brand’s YouTube channel — content, the production and editing of the content, direction, timing and planning.
How did you find yourself doing this work?
After working in TV for many years, I moved into the production of online video content for about two years with a company called Zoopy.
This was when online video content was just hitting South African shores, and we worked on some [locally] ground-breaking content.
After Zoopy closed, I went back into terrestrial broadcasting and started working for an agency executing social media planning and strategies. I spent time with up-andcoming South African YouTubers and became curious about the channel and its possibilities.
I started working on my own channel, and the rest, as they say, is history. With my varied skills set — ranging from art direction to social media marketing to video content production — I understood how I could maximise the platform to my own benefit, and that’s exactly what I do for my clients.
How does using YouTube as a social media marketing tool differ from other marketing methods?
It’s possibly the most niche videoon-demand service targeted at the general public that’s ever existed.
Nearly every form of topic is covered, from workout videos to cooking tutorials, unboxing [the unpacking of new products, especially hitech consumer products, which the product’s owner captures on video and later uploads to the web] to videos of YouTubers playing games that people are passionate about.
It allows brands to target their audience in the most relevant, personal and effective way. The effect of social media on direct consumer marketing has been unprecedented, and YouTube has done the same thing in the video space.
YouTube allows brands to be helpful, to serve their clients by giving them advice, and to present tutorial videos on how to best use their product or service.
The unboxing of content goes a long way in influencing potential purchases as consumers are able to view what the product offers before putting cash down.
Most importantly, brands can retain customers by offering them video content on what new developments their products are going through and by presenting company values on a personal level.
What do you most enjoy about the work you do?
I am doing what I love doing — something that uses my creative skills. Being a part of the greatest form of video communication that’s ever existed is incredible.
What part of your job would you prefer to outsource to someone else?
None of it. I love every aspect of what I do, but realistically I would have to hand over production at some point. We have incredible videographers, and it’s best to let a trained creative do what they’re good at, in much the same way you would trust a trained doctor to do what they’re good at.
What did you want to do when you were a child?
I have always loved video games, so I wanted to do something video game-related. But South Africa had poor career options in that field back then. I made it work for me, and I found a way to do what I love. Fortunately, for kids today, the industry exists, is more formalised and is well-respected.
What was your first paying job?
It was creating storyboards for a TV cartoon show called URBO, which is still broadcast on SABC3.
What makes you good at what you do?
Passion. I love every aspect of what I do, and this is what fuels me. If you’re genuinely excited about what drives you, few things can get in the way of your becoming the best you can be.