B2B Transactions with Unfamiliar Paint and Cement, 'YouTube' as the Problem Solver

Noru Paint 'Paint It Suda' screen capture.

[Asia Economy Reporter Kim Jong-hwa] YouTube marketing by paint and cement companies, which have traditionally had unfamiliar and outdated images, is gaining attention.

The industry highly values the fact that B2B (business-to-business) companies, which previously did not communicate with general consumers, have started direct communication with consumers; that videos combining entertainment and information have reinforced the idea that these are essential consumer goods in daily life; and that consumers have become more familiar with previously unknown companies or brands.

The paint industry is the leader and most active in YouTube marketing. KCC operates the YouTube channel 'KCC TV.' As of the 8th, KCC TV has 8,400 subscribers and a cumulative view count of 55.65 million. As video content using YouTube and other platforms has become an important tool for promoting companies and sales activities, KCC opened a dedicated YouTube studio in February.

KCC has established a studio at its Seocho-dong headquarters equipped with high-spec filming and editing equipment and broadcasting environments, conducting live webinars, content production, in-house training, and broadcasting using YouTube and online platforms. The studio is 53.50㎡ (approximately 16 pyeong) in size and is equipped with high-performance broadcasting equipment necessary for filming and broadcasting, including 4K cameras, lighting devices, audio equipment, editing equipment, video output devices, streaming devices, prompters, and large monitors.

Noru Paint's official YouTube channel 'Paint It Suda' has 15,200 subscribers and 8.49 million cumulative views during the same period. Noru Paint's various popular contents include 'Color Sound' and 'Show Me the Noru,' which feature stylish visuals and sound, 'All About Color,' which recommends colors, and 'Noru How-To,' which teaches paint usage.

Receiving love from the public with paint-related information and differentiated high-quality content, it holds the highest number of subscribers in the industry and records high viewing times. Noru Paint evaluates that the success of its YouTube channel has greatly contributed to raising the pride of industry workers.

Samwha Paint operates the official YouTube channel 'Samwha TV.' It has 4,530 subscribers and 9.21 million cumulative views. Samwha Paint produces content that best reflects its history, tradition, and brand image while appropriately incorporating current trends. Especially, content that MZ generation would like, which includes the characteristics of the company or products and the brand's unique color and personality, is popular.

This intention has been somewhat successful. The main age group of Samwha TV viewers is 25 to 44 years old. When Samwha TV first started, the main viewers were aged 45 to 55. Samwha Paint analyzes that people who thought paint was difficult or unrelated to them are forming a closer relationship with paint through Samwha TV's easy and fun YouTube content.

A paint industry official said, "Paint companies have found points of contact for communication with customers through YouTube channels and are also receiving great help in sales activities," adding, "We will continue to produce various content and make the viewing time a small healing moment in daily life."

Capture of the broadcast screen of Hanil Cement's 'Reliable Remital'.

In the cement industry, Hanil Cement launched the industry's first official YouTube channel 'No Regrets Remital' in December last year. They are so enthusiastic about the channel that they even hired specialized staff for its operation. Although the subscriber count is not high due to the unfamiliar content related to cement construction, the channel is warmly welcomed by industry workers as it introduces construction guidelines through videos. Hanil Cement actively uses it as a channel to promote its technological capabilities and strengthen communication.

In addition, Ssangyong C&E Technology Research Institute operates the official YouTube channel 'Cement Concrete Story,' and Sampyo Cement runs an official YouTube channel at the group level to promote its technologies. The Korea Cement Association also introduces 'Cement Stories You Don't Know' through its official YouTube channel.

A cement industry official said, "Recently, many cement companies have become well-known through YouTube introductions of cement, and sales have become much easier as they can be conducted while watching YouTube videos," adding, "We are thinking hard about creating fun and diverse content to better inform younger generations about cement and make it more familiar to them."

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