AlgoExpert’s video ad is literally everywhere on YouTube and is one of the very-very few ads that don’t annoy me and, I do not itch to smash right at the 5-second mark.
The way the AlgoExpert team has characterized themselves out on social media is not extraordinary. It is ordinarily an honest attempt that seizes viewers’ attention and drapes their image into their minds. The consumer is bound to click through the link at some point . Their well laid out marketing and branding plan does not restrict itself to their YouTube ads, instead, extends to its founder’s, Clement Mihailescu’s channel and AlgoExpert’s website.
There must be a lot of other assets and campaigns involved in selling their product. However, for someone inhaling through the first impression of their brand, they are more likely to dig in through the ads and website.
What is AlgoExpert?
In their words, AlgoExpert is the ultimate resource to prepare for coding interviews. If you are totally unaware of what it is, visit algoexpert.io or just google it away.
Why is there a need to peek at their branding strategy?
The internet is flooded with open source and paid resources for users to learn data structures and algorithms. There are many content creators out there who are uploading videos and blogs related to interviews, coding questions, etc. Some of the paid resources just cost a dollar, and some are made into copies and sold for free.
It is illegal, sad but also a reality.
Also, AlgoExpert is not one of its kind. Similar people like Clement and Antonie Pourchet (CTO-AlgoExpert), who have worked at some of the big tech companies, are engaged in helping techies land their dream job.
So, what’s helping AlgoExpert make their sales?
Why is the brand so striking?
There is so much content to consume on the internet and a lot of promoted posts to watch. What is it about that makes me want to sit through it and know more about their product?
The brand has coded some optimal solutions to all these questions and built a place of its own in the social market.
I don’t know if it actually was their strategy what I might be perceiving but, there are a few takeaways that can help you build a presence about anything.
Remember, even we as individuals are a brand, trying to pitch ourselves in the best way possible in everyday situations.
Read on to find out what worked for AlgoExpert and what can you takeaway:
Advertisement that screams ‘You need me’
Let’s take a look at the fairly-hyped advertisements:
The girl in the video, Meghan Williams, confidently hits you right at your weak spot by questioning the very obvious.
So you want to be a software engineer at Google?
Do you know what the scariest thing in the world is? Not knowing how to invert a binary tree in a coding interview.
In 30 seconds, she reminds you of things that you need to achieve as a coder, what AlgoExpert is and, why do you need it.
The ad is convincing, gives you a clear picture of the product and, does not try too hard to sell. And this is what it takes to prompt the consumer to hover over the product’s website.
If you are trying to advertise your brand through video ads:
- Once the viewer catches you trying hard, the ad fails to interest. Be effortless and confident.
- If a person is investing 30 seconds in your ad, make sure you do not waste it by trying something fancy that serves no purpose. The goal should be focused on getting consumer’s attention to your product.
- Again, show how your product solves their problems and its importance in their lives. Highlight why they need you!
This may sound simple, but a lot of companies tend to shake at this step. They end up wondering what went wrong when they used the best video editor and put a lot of money in digital marketing.
AlgoExpert does it right!
Sell another brand name to sell your brand
The image might not be the aesthetic picture of the day, but it delivers the message accurately. (Let me give myself a pat on the back for that. The last time I drew was in my exams. I got a big zero for the diagram)
Sometimes you need to lay down superior blocks to step-up your game. People are more trusting towards entities that they know of.
Sell a bigger brand to customers to lure your consumer base.
AlgoExpert is not the first brand to do that. A lot of companies do.
What sets them apart is how they do it.
Many companies use a lousy and clumsy way of putting big brands in their advertisements. While a lot of people think that they go overboard while talking about superiors brands, I think they just go past a point where the context loses its relevance. That is the point where it stops making sense at all.
I haven’t dug deeper through Clement’s channel, but whenever he is talking about FAANG companies to advertise AlgoExpert, he makes sure that he does not wander away from the plot.
That is exactly how it should be done.
For instance, if you are using Google’s name to attract people to your ed-tech startup, you can have a 100-word pitch that mentions Google 70 times. As long as it is relevant and sends the right message across, you are GOOD to go!
Clear, Clever and Concise Content
Whether it is defining itself as a brand or selling on social platforms, these guys did it quite well in the content arena. The most attractive part of their brand strategy is they don’t bullshit. From details about the product to the advantages of using their service, they are crystal clear from point number one.
From a consumer’s perspective, that is very charming.
AlgoExpert is clever at representation.
One of Clement’s key highlights:
How I Learned to Code in 6 Months — And Got Into Google
Three power-packed words in a sentence can create a compelling impact.
People are constantly trying to find stories to inspire themselves to build a skyrocketing career out of rags.
Clement just gave that, benefitting the image of the brand in the process.
People are more inclined to trust the label that way.
There are various other parts where you would find clever way outs on their website. Do check them out!
A lot of companies blah blah blah blah blah blah blah blah blah about their brand. Users don’t like it. And the team here does nothing which their customers don’t like. They are concise.
(I guess I put that up quite concisely or, did I blah blah too? )
Your consumer can be anyone. At the same time, implementing brand strategies for the right audience is equally important.
So, the listed tactics depend a lot on the kind of audience that is being targeted.
On that note, AlgoExpert has faired well on the branding scale and attracting their target audience.
Make sure your brand does that too!
