Bunnings Content Review

Today on deathtostock we are reviewing the Bunnings YouTube channel.

This is an excellent example of an Australian brand that has invested in content as an integral part of their overall brand building strategy.

Watch our full content review or read the written summary below.

half a million subscribers

This is a serious YouTube channel, with a serious amount of content.

1,400 videos and 421,000 subscribers. There are YouTube creators who have less subscribers than this and it's their whole livelihood. Let's look at their playlists and see how they've approached the content overall, it's all about the 'how to' content.

how-to is tried & true

Every cooking show is a how-to. Bob Ross's The Joy of Painting tv show from 80's is how-to. One of the oldest written texts is from 1800BC and it's a recipe.

This is not a new idea.

There is an inherent positivity in teaching. And more importantly, it communicates brand.

It communicates quickly, and it communicates softly. It's not an ad. It's gentle.

And for Bunnings, with a gargantuan range of products and a brand focused on home DIY, how-to content is a logical and safe brand building strategy.

It offers a gloriously simple overlap between brand building and direct sales of the products used in their videos. This overlap is not always apparent, nor is it necessary. For Bunnings though, it works perfectly.

low fi, staff = brand

Actual Bunnings staff members are featured, similar to their ubiquitous TV ads.

There is a clear balance between high-quality production and a low-fi feel. This strategy involves good audio, adequate lighting, and clear visuals without overly polished production.

Videos often link back to detailed guides or product listings on their website, enhancing the customer journey from video content to potential sales.

You can also see flexibility and experimentation over time. Different styles, such as direct-to-camera and stop-motion videos to mention a few.

small & medium businesses can do this

Content marketing as a marketing strategy is more accessible today than it has ever been, especially with audiences craving low-fi style content on social media.

Not many businesses could match the media spend of Bunnings, but they could easily replicate the content approach and execution.