GS Construction Xi TV, Apartment Brand's First YouTube 'Silver Button' Achievement

Jai TV Silver Button Commemorative Photo

[Asia Economy Reporter Donghyun Choi] GS Construction's YouTube channel 'Xi TV' has become the first in the construction industry to receive the Silver Play Button.

GS Construction announced on the 8th that Xi TV was officially certified by YouTube last month as a channel with over 100,000 subscribers and received the Silver Play Button. The Silver Play Button is a commemorative certificate officially certified by YouTube's headquarters in the United States for channels with more than 100,000 subscribers. Xi TV surpassed 100,000 subscribers last month and currently exceeds 110,000 subscribers. This is the highest number among YouTube channels operated by construction companies.

Xi TV is also gaining popularity with a cumulative view count of about 10 million. One reason why Xi TV's receipt of the Silver Play Button is attracting attention is that it is the first case in the construction industry, which was considered conservative compared to industries such as distribution or gaming. Real estate products like apartments are relatively high-priced compared to general consumer goods, and the age group consuming the content is relatively limited, so there had been no precedent until now.

Xi TV used a content differentiation strategy to attract subscribers' interest. Instead of simply promotional content, they actively introduced content that consumers would find interesting. They covered various topics such as tax laws, subscription precautions, and interior tips that consumers were curious about in their overall real estate life through diverse videos.

Not only the content but also the format was differentiated. To deliver information more easily and add entertainment elements, they planned the industry's first variety-style talk show (Real Estate Watsuda) to actively engage communication with customers. Another unique feature of Xi TV is the high participation rate of actual employees rather than relying on celebrities. In videos that provide real estate-related information and spark interest, such as 'Real Estate Ranking Show' and 'Different Class,' the head of the sales marketing team and in-house creators (announcers) selected for YouTube production actively participate, showing more employee involvement compared to other companies. Especially, content featuring the sales manager, who knows the most about the sales site, received high responses from consumers. The sales manager directly explained the advantages of the site, subscription precautions, and the value of the project to enhance the sense of presence, and the design interior manager also appeared to help consumers make informed decisions. Experts were invited not just for promotional purposes but included popular lecturers, professors, analysts, and tax accountants to provide advice on know-how and offer various perspectives on the real estate market through planned and produced videos.

Flexible responses also stand out. When offline model house visits were restricted due to COVID-19, they were the first in the industry to introduce live broadcasts of model houses. By showing model houses in real time and communicating with customers, they quickly moved to replicate the offline model house experience online.

A GS Construction official said, "Recently, YouTube usage has increased across various age groups, and with the commercialization of 5G, the importance of video content is growing. The trend of content is shifting from text to video, and our response to this has been effective."

This content was produced with the assistance of AI translation services.