Dive Brief:
- Trader Joe’s has launched a new YouTube channel that provides shoppers and fans with a sneak peek at what happens behind the scenes of the store, according to Store Brands.
- So far, the new channel has 19 videos across four categories including Recipes, How It’s Made, Products and Who We Are. Viewers can learn how the retailer makes peony candles or watch a quick recipe idea for chicken tikka masala burritos, for example.
- With nearly 5,400 subscribers as of today, the YouTube channel comes a year after the launch of the "Inside Trader Joe's" podcast, which provides listeners with narratives from crew members, C-suite executives and store captains.
Dive Insight:
One of America's favorite grocers, Trader Joe's has grown its following organically over the years, primarily through word of mouth, innovative product offerings and its Fearless Flyer. The company has not been active on social media platforms in the past, and last year's podcast was its first foray into any digital content outside of its website.
While Trader Joe's doesn't need to pursue additional marketing efforts to generate buzz, shoppers today are hungry to connect with their favorite grocers in new ways. Video continues to surge in popularity, offering a key tactic that the retailer can use to stay in touch with its customers outside the store. According to Forbes, viewers watch more than 500 million hours of videos on YouTube each day, and 64% of consumers make a purchase after watching branded social videos.
Trader Joe’s YouTube channel focuses on short videos around one minute each, with some recipe curriculum, inside looks at products and content that will help shoppers feel more in tune with their favorite retailer. The channel stays true to Trader Joe's image, with a landing page video reminding people that the company is dedicated to great products, customer service and good value.
Retailers large and small have entered the YouTube marketing space including Publix, which premiered free cooking classes via YouTube in January. Natural Grocers and Walmart both have dedicated YouTube channels, with videos spanning topics such as recipes, company culture and product information.
Beyond the YouTube channel, Trader Joe's has reached its 13th podcast episode after originally only planning up to nine episodes, showing just how much people love learning about the grocer. Podcasts are a relatively new trend in the grocery space for retailers who want to target a specific demographic. Thirty-five percent of podcast consumers generate a six-figure income or higher, while more than 60% of monthly listeners have at least a four-year college degree.
