Do coffee brands use YouTube as a marketing platform?

Blog title: Do coffee brands use YouTube as a marketing platform?

Sub title: Green Mountain Coffee & Second Cup on YouTube

Author: Timothy Izzard

Below are links to both Green Mountain Coffee and Second Cup’s YouTube Channels.

·         https://www.youtube.com/user/greenmountaincoffee2

·         https://www.youtube.com/channel/UC-RheD6Qo9mGwVVYXUJCpkg

·         https://www.youtube.com/user/SecondCupCanada

For some reason, Second Cup seems to have 2 YouTube channels. One has only one video and the other one has more.

Green Mountain Coffee seemed to be more active years ago then they are now. From looking at their YouTube channel they upload a few videos, then upload a few more years later. Their 2 most recent videos are from 2 months ago. Second Cup is similar to this, where they take months off in-between uploads, but their recent upload was a week ago.

Green Mountain Coffee has had a few series of YouTube videos such as “Coffee Break” and “Green Mountain Coffee Presents…”. They also have had demo videos and highlight/informational videos about their fair trade practices. Second Cup has posted a few videos about new products and also public recognition highlights, such as when they are featured on a local news station.

Both of these brands on YouTube have not taken advantage of the description option with any of their links. Instead, they each post a sentence about what the video is about. I think that both of them could improve this by adding a lengthier description with external links to their social media websites.

For Second Cup, their most popular video is from their TV commercial. I think that this is their most popular video because they could have done a lot of promotion from it, and also their commercial featured on of their franchise members, which made it more personal and people could have a connection with it. I think that this commercial was shared around through social media by the franchise owner, Second Cup, and the locals who go to that Second Cup location.

Caption: Second Cup’s TV commercial on YouTube

Alt text: Screenshot of Second Cup’s YouTube video

Green Mountain’s most popular video is a funny, cheesy commercial about their e-commerce service. I think that this video achieved many videos because this was a new concept at the time (5 years ago) and is funny to watch. However, the video had some mixed reactions about the poor acting quality and the new concept of Keurig k-cups.

Caption: Green Mountain’s YouTube Videos

Alt text: Screenshot of a YouTube video from Green Mountain

Green Mountain Coffee has 671 subscribers, 336,524 video views, and 20 videos, and Second Cup has 25 subscribers and 12 videos.