How YouTube is Uniting Alaska

A couple of weeks ago, I had a chat with a gentleman who shared with me the story about how television was tape-delayed in Alaska for a very long time.  Things like the nightly news, the Super Bowl, and TV Shows would be played 2 weeks after the rest of the country experienced the program live.  

Back in the day, everyone seemed okay with the 2-week delay as 2-week old TV was an exotic new luxury in the Great Land. Prior to that, if you wanted to watch something in the evening, you watched your fire. And, as you could imagine, the water cooler stories the next day were not as interesting when two people shared the details about last night’s fire. 

Fast forward to today, and Alaskans have an abundance of video programming to fill their spare time.  Practically all of it.  We can access most anything produced at any time in the past 60 years instantly, any time we want.  

This access allows Alaskans to dive very deep in specific interests, passion projects,  entertainment and even news.  Yes, you can find news that comports perfectly to your specific world views. Whether or not that is healthy is for someone smarter than me to say.  I have recently dived deep and become a reluctant fan of a new sport called “Power Slap”.  Yes, it is as silly as it sounds, but I can’t stop myself from watching it and cheering loudly when hand meets face. 

Pop culture is dying as is we individually diverge down avenues of our own distinct interests.  If that is the case, how is YouTube helping to Unite Alaska?

We have incredible YouTubers that call Alaska home.  Some Alaskan YouTube Channels that come with my endorsement include “Simple Living Alaska”, “Flat Tire Farm”, “North To Alaska”, and “Holdfast Alaska”.  These channels each feature young couples living subsistence lifestyles on off-grid homesteads.  A lifestyle that many of us wish that we could live. These folks are living it and are kind enough to share that experience, warts and all, with the world. 

As inspiring as these channels are, this is not the part of YouTube that I believe is uniting Alaska.  I think it is the local ads on YouTube.  Advertising is Uniting Alaska?!  Yes, follow me down this rabbit hole for a minute.  Let’s head to Fairbanks, where you will find an array of incredible locally owned restaurants, but unlike most other similar-sized American cities, you may not see some familiar national restaurant brands owned by outside corporations.  Why is that? 

One factor is the quality of food and service fostered by an established locally-owned spot.  Also, outside corporations encounter high logistics and supply chain costs.  And, big chains are often risk-averse.  Any established local business in Alaska can tell you a “one size fits all” approach simply does not fit with the unique challenges that Alaska presents.  Alaska is risky.  I say we Stay Risky Alaska. I, for one, have had more franchise food than I can stomach.  I much prefer finding the hometown restaurant that has a chef back there who is passionate about the bespoke food they prepare. Preferably made with Alaskan-grown foods. And a hometown owner that employs Alaskans and goes on to spends Alaskan profits in Alaskan communities.  Our “Riskiness” is essentially an incubator that allows new businesses to gain a critical foothold in their early goings. A foothold that they may fail to find in the lower 48 due to environment swimming with one-size-fits-all all corporate chains.  

Communication is key to Alaska-owned businesses' success.  In other words, Advertising. Extolling the upside of “Why us” is essential to help folks understand who we are, why they need us, and where we are.  That, coupled with repetition and a compelling message are all a part of a balanced brand’s breakfast. 

Where and how we advertise has also always been a challenge in the Last Frontier.  Is it Print, TV, Radio?  Will the place we spend our money at, truly produce results, or share with us imaginary numbers that hold little connection to our phones ringing or doors swinging?  Hard to say, do your due diligence as if the ad budget you spend doesn’t work, that money and effort occupy a vacuum that should be filled by an effective marketing vehicle that would produce a return. 

Of all of the campaign options out there, we have found YouTube to be wildly effective for the brands that trust Alaska Means Business with their voice.  In fact, I’m proud to report that our team and the brands we work with have quietly become one of if not the largest, YouTube Ad buyers in the state.  80% of our clients’ YouTube ads air on a Smart TV.  The living room conversation has always been the most influential to have. Compared to the quick swiping on a Smartphone, awareness is more easily achieved on a Smart TV. 

YouTube also connects more of Alaska than most other Alaskan Media combined.  71% of our country engages the YouTube platform everyday, three times a day for a total of 48 minutes.  Even though we are truly built different in Alaska, those numbers surely extend to our state.  When Alaskans go to watch their personally tailored YouTube videos for 48 minutes a day, they are exposed to a few ads.  Some national and some local.  Some of those local ads, come from us here at Alaska Means Business via what we call Northstar Digital.  Last year, we estimate that we reached 60% of the state on behalf of our clients. AND, with multiple impressions.  There is an old saying in advertising, “Repetition builds recall, and recall drives decisions”. 

We help brands across the state every day with their YouTube ads, and we would be happy to lend your Alaskan brand a hand. That also includes producing your YouTube video ad.  Last year, we won the Alaska Broadcasters Association Goldie award, so I guess you can say we are “Award Winning” at this. 

If you are interested in us helping your outfit, click here and fill out a brief form and we will jump on the phone or zoom to learn more about your brand. 

Blake Messer

Alaska Means Business