What is Youtube? Some think that YouTube counts as a social network. Others see it more as an online video platform.
But the truth is that YouTube has two billion monthly registered users around the world and ranks as the most used online platform. This is not something that can be ignored by any brand.
So in that sense, whether or not YouTube meets the criteria for social media is irrelevant. It is more popular than all of them. But with over 500 hours of video uploaded per minute, effective YouTube marketing is easier said than done.
However, YouTube and the rest of the networks have something in common. If brands want to have some level of relevance, they must have a strategy and must be clear that they must think outside the box in order to have a hook with their potential audience.
Year after year we see how brands give after feet on YouTube and fail to understand that they must do things differently, from a creative point of view, in order to make effective use of this powerful channel. Until this is understood, we will continue to see fortunate phenomena that an independent producer has a much larger audience than economically powerful brands. We like that, as it places greater emphasis for success on creativity and strategy than on money.
Below is a summarized method to create a YouTube channel for your brand guaranteeing a strategy and creativity:
Start with open a brand account with Google .
With a brand account, multiple authorized users can log in simultaneously. Even if you don’t need it right now, it’s a good option to keep it available as your business grows. With a brand account, you can also open and manage multiple YouTube channels.
Learn about the potential benefit YouTube can bring to your brand by knowing your demographics.
This includes quantitative data, such as where the majority of users live (nearly 15% of site traffic comes from the US), the predominant age range (81% of youth 15-25 years) and viewing preferences (70% of the playback time is mobile on). If your audience is younger, it might be worth noting that Gen Z viewers are more likely to seek out short-form content.
Also collect all the qualitative data you can find. For example, did you know that more than 99 million hours of guided meditation videos were viewed in 2019? Or that between 2017 and 2019 the audience for videos with “saving with”, “saving” or “how to save” in the title increased 10 times.
With a business YouTube channel, you have access to an Analytics tab. If you already have one up and running, use this tab to learn about your YouTube audience. Monitor available demographics and watch time.
If you already have a channel and your viewers have left comments, read them to see what you can learn about their interests and preferences. Also visit the Community tab. If there is something specific you would like to know about, this is a good place to post a question or create a survey.
Compare your YouTube audience to your other social audiences. Identify the content that your audiences connect with the most and use it to brainstorm about videos. Plan to create content for your audience and your desired audience.
YouTube is a competitive space. By conducting a competitor audit, you can identify opportunities.
A good start is to identify three to five main competitors. If you’re not sure, try the free Google Ads Keyword Planner to see which companies rank based on the keywords associated with your brand. Or see which channels show up in YouTube searches with the same keywords. (After hitting Search, filter the results by channel).
Record key metrics like subscriber count and audience stats so you can use them as benchmarks for your channel’s potential. Look at the titles and descriptions to see what keywords they use. Read the comments on these videos to see what people are saying. Chances are, if you selected the right competitors, your audience will overlap with yours.
Identify the strengths, weaknesses, opportunities and threats presented by each competitor. This is a good framework for spotting what works and what doesn’t, and where you can gain a foothold with your branded YouTube channel.
Scroll through your personal subscriptions and YouTube viewing history. As you do so, make a note of What keeps you coming back to these channels? How do the most popular channels generate views, subscriptions and engagement?
Take a look at YouTube trending videos. Even if these videos have nothing to do with your business or industry, there is a lot you can learn from them. Are all these videos high-production or are they shot more casually? What is the most common length of these videos? Do you have a host? Do you add special effects or text overlays?
Find your favorite brands and do the same exercise. Start thinking about your YouTube content strategy. What kind of content makes sense for your brand? Planning to use YouTube to tell stories, offer tutorials, or establish your brand as a trendsetter? Or all of the above?
YouTube basically ends up being a video search engine. Like Google (which owns YouTube), video results are ranked by titles, keywords, descriptions, and other factors. Then there is something essential to understand, which is the YouTube recommendation algorithm, which determines 70% of what people see.
Apply SEO techniques by optimizing your videos so they have the best chance of showing up in search results and getting more views.
Here are some SEO tips:
Write a title with impact
The title is one of the main signals of the YouTube algorithm and viewers watch to evaluate your video.
Include relevant keywords .
Check what words people use to find your channel or similar channels in YouTube Analytics traffic sources. Also take a look at Google Trends and the Google Ads Keyword Planner. See if any of these popular search terms can be added to your title.
If the keywords you find don’t match your topic, dig a little deeper into your keyword research. Focus on the topic and the content as using keywords that are unrelated to your video leads to lower retention, which in turn leads to a lower ranking.
Put the most important keywords first. If you are numbering episodes or part of a series, save it for last. YouTube allows 70 characters, but we recommend 60 or less. This way, your title is less likely to get cut off in suggested videos, search, and mobile results. Excessive punctuation, capitalization, and vulgar or sensational language is a no-no.
Create a featured thumbnail
Even before titles, thumbnails are the first thing people see. Ninety percent of the top performing videos on YouTube have one thing in common when it comes to thumbnails: they are personalized. It is never an inconsequential image.
With a custom creative, your thumbnail is more likely to stand out. Another advantage is that you can make sure that the image and the title work together.
Make sure your thumbnail is as high as possible (2MB is the maximum size). Specifications are: 1280 x 720 pixels (16: 9 ratio).
Write a description rich in keywords
Prioritize the first few lines of your description to provide a short summary of your video topic. As soon as possible, enter the keywords that you have focused on. Try not to look too spammy. Write in coherent, natural-sounding sentences.
YouTube displays approximately 300 characters (about three lines) above the Show More button that users must click to see its full description. This is where you should add more context to your video.
Add links to your website and social channels too. If you’re promoting subscriptions, you can even include a short auto-subscribe link or like other videos and playlists that might be relevant. If your video is long, create a “table of contents” with timestamps, so viewers can jump to sections.
Make the most of your 5,000 character limit and 15 hashtag. But remember to follow the rules of YouTube hashtags.
Add cards, end screens, advertising bumpers and watermarks
Cards, end screens, and watermarks are clickable CTAs that you can add to your YouTube videos. These elements help your videos drive action and keep people on your channel.
Here is a summary of the different options:
Cards: Small, transparent CTAs that expand when clicked. Up to five per video can be used to direct viewers to your website, fundraiser, playlist, and more.
End Screens – Up to four clickable frames that appear in the last 5 to 20 seconds. Use them to promote related content, your website, subscriptions, etc.
Watermarks: custom subscribe buttons visible only to non-subscribers.
Remind viewers to like it, share and subscribe. There’s a reason many YouTube videos end with the host asking viewers to “like, share, and subscribe.” Works. Asking never hurts but do it with class. Sometimes people need a helpful reminder, but doing it the wrong way is scary. It is important that you know that this type of interaction scores points with the YouTube algorithm.
Now that you’ve created and optimized your videos, it’s time to schedule their publication.
For the majority of young people ages 18 to 34, YouTube has replaced traditional network television. But it has not necessarily replaced expectations. People still expect videos, especially web episodes and series, to be available on a reliable schedule and on a regular basis. Prepare to be consistent and consistent.
Check your channel statistics to see if there is a day or hour that tends to have a large audience and interaction. Once you’ve determined the best time to post, try to post regularly within this window.
Scheduling tools allow you to stay consistent on autopilot. You can upload and schedule your YouTube videos in advance from YouTube’s Creator Studio.
If you are convinced that producing a good commercial for social media, VOD or TV helps your brand reach your audience and increase sales, then we can help. Professionally producing a commercial for your brand is inexpensive. See the solution in the following link:
Make it easier for people to find and follow you on YouTube by optimizing your channel. Here are some ways to prepare your brand account to make it easier for people to find and follow you.
Complete your YouTube brand channel profile :
If you haven’t already, add the finishing touches to your YouTube profile. Fill in or add eye-catching in the following areas:
Channel Description: On the “About” tab of your profile, provide a keyword-rich overview of what people can expect when they subscribe to your channel. Also include links to your website and social accounts here.
Channel icon: upload a high-resolution version of your logo.
Channel layout: use this banner space to welcome viewers to your channel. This area is a good place to promote your channel’s programming, or an upcoming show, product or service launch.
list of featured channels : You can also add a list of featured channels to your profile. Present your own other YouTube channels or give subscribers easy access to other YouTube resources they might be interested in. By doing this, you align your brand with complementary companies and add value to your page.
Add social media links to your banner : Your YouTube banner is a prime position to add some key links. Use this area to link your website, other social channels, or even an auto-subscribe message.
Create a Channel Trailer : Like a movie trailer, your YouTube channel trailer is an opportunity to preview what’s covered on your channel. Channel trailers are automatically played when an unsubscribed visitor lands on your page. Therefore, it is better to assume that they are new to your page.
Introduce your brand to new viewers. Provide a sneak peek of what viewers can expect from your channel. Build intrigue and anticipation that leaves viewers wanting more. Make a bold brand statement. The most important thing is to give viewers a good reason to subscribe.
Organize videos in playlists : Don’t leave things in the hands of the YouTube algorithm. YouTube playlists automatically play a series of videos, so viewers can continue to watch your channel without being diverted elsewhere.
Design your playlists to be consistent and have a logical progression. Organize a series of tutorials from beginner to advanced levels. Think like the YouTube algorithm. If someone likes your first video, what kind of video would you like to see next?
Playlists can be created with your own videos or include partner videos. Likewise, if you’ve started networking with other YouTubers, see if you can persuade them to add your videos to their playlists.
Add subtitles and translations : Only 33% of the most popular YouTube videos are in English. And more than 60% of YouTube channel views originate outside of the creator’s country. Expand the reach of your videos with YouTube’s built-in translation tools.
Get started by adding subtitles to your videos. This will make your video accessible to non-native speakers, the hearing impaired, and people watching without sound. YouTube also offers automatic captions, but the result is never perfect. If you use them, be sure to edit the transcripts for errors.
Check YouTube Analytics to see the top locations and top subtitle languages that people choose to watch your videos. From there, translate your title, description, and transcript so that you can provide captions. You can do it yourself or contribute to translations from your community.
If you’ve put the effort into creating a video, it’s worth the extra effort or fee to translate your transcript. Don’t let the public think that your company takes shortcuts or doesn’t value your business.
YouTube advertising can be an effective way to expand your reach beyond your channel. Do you want to grow your channel? Target an audience that you think might be interested in your content.
Do you want to promote your brand, an event or a new product? YouTube ads are good for that too. People are three times more likely to pay attention to online video ads than they are to TV ads.
YouTube ads are available in these four categories:
One of the best ways to show your brand and reach a wider audience on YouTube is to work with an influencer.
According to Google, 60% of YouTube subscribers are more likely to follow the buying advice of their favorite creator rather than their favorite TV movie personality. Why? Often times, it is much easier to relate to the creators. With the right partnership, creators can transfer that trust and confidence to their brand.
When it comes to these associations, let the influencer do the talking. The more control you try to exert over the association, the more it will impact the influencer’s brand. This makes the whole effort less genuine and your fans will see you from a mile away.
With your YouTube channel up and running, it’s time to start measuring your success. And failures. Getting YouTube marketing right takes testing and experimentation. Not everything will work out, and it’s okay as long as you learn from it and capitalize on it to enrich your strategy.
Use YouTube Analytics to monitor the growth of your channel and track the performance of your videos. When you post a new video, keep an eye out for: