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YouTube: The Undervalued Powerhouse for Garden Centers

Posted on by Kurt Fromherz

In today’s digital age, platforms like TikTok and Instagram might grab instant attention with their trendy visuals and bite-sized content. However, there’s an often-overlooked advantage to YouTube: longevity. Unlike TikTok and Instagram posts which have a shorter lifespan and can fade from user feeds, YouTube videos remain evergreen. They are always available, searchable, and continue to drive engagement long after they’re published. The topic of social media was omnipresent at the recent Garden Center Group Fall Event, but most were focused on everything but YouTube. I decided it might be helpful to share a few case studies.

Case Study 1: Watter’s Garden Center, Prescott Arizona

@wattersgardencenter

I recently spoke with Ken Lain at the Garden Center Group’s Fall Event in Cincinnati. There was plenty of conversation on a few of the panel groups on social media. While it was universal that all felt that social media was an important part of their strategies, most were focused on Facebook, Instagram and Tik Tok. Ken remarked to me that no one brought up YouTube. Ken has been posting on YouTube for over 14 years. He has tapped into the enduring power of YouTube and his channel, with over 7,600 subscribers, showcases nearly 2,000 videos, which have accumulated over a million views. In fact Ken has four videos that have been viewed over 100,000 times. The interesting thing about Ken’s videos is that they are everlasting. He has videos that have been up for years. But guess what, critter problems are just as much a problem now as they were 14 years ago.

Case Study 2: Garden Answers

@gardenanswers

Garden Answer stands as another beacon of YouTube’s potential, with a staggering 1.8 million subscribers and over 2,100 videos. As the creator of the YouTube channel Garden Answer, Laura LeBoutillier has nurtured a global community of gardening enthusiasts since 2014, amassing an impressive tally of 1.78 million subscribers on YouTube and 604,000 on Instagram. From detailed plant care guides to imaginative garden design demonstrations, Laura’s content serves as a rich reservoir of inspiration and education. Laura also works with industry brands like Proven Winners, Espoma and Gardener’s Supply to create branded content for their products. 

Establishing a Business YouTube Channel: Step-by-Step Guide

  1. Google Account: If you don’t have one, create a Google account. This is essential as YouTube is a Google product.
  2. Go to YouTube: Sign in using your Google account.
  3. Channel Creation: Click on the user icon at the top right. Select ‘Your Channel’ and then click ‘Create Channel’.
  4. Business Name & Details: Choose ‘Use a business or other name’ and enter your business name.
  5. Branding: Add a profile picture (usually your business logo), a cover photo, and a description that tells visitors about your business and what content they can expect.
  6. Customize Channel: Use the ‘Customize Channel’ option to add a welcome video for unsubscribed visitors and to organize your video content.
  7. Settings: Click on the gear icon next to the ‘Subscribe’ button and adjust your privacy settings, notifications, and other preferences.
  8. Verify Your Account: This allows you to upload longer videos, create custom thumbnails, and use live streaming. Go to youtube.com/verify and follow the prompts.
  9. Connect Social Media: In the ‘About’ section, you can add links to your website and social media profiles.

Tips for Crafting Attention-Grabbing Videos

  1. Educate and Demonstrate: YouTube is a platform for learners. Craft videos that teach or show processes.
  2. Engage from the Start: Capture attention immediately with a compelling intro.
  3. Quality Over Quantity: Invest in creating well-produced videos. Keep in mind that YouTube is primarily a horizontal format, so shoot the videos that way.
  4. Engage with Your Community: Interaction is key. Respond to comments and encourage feedback.
  5. Optimize for Search: Use relevant keywords in titles, descriptions, and tags to enhance discoverability.
  6. Collaborate: Team up with local entities or influencers to diversify content and broaden reach.

The consistent and lasting impact of YouTube, especially for niche sectors like garden centers, is undeniable. By providing enduring value through videos, businesses can cultivate a dedicated and ever-growing community.

Kurt Fromherz