YouTube –it’s one of the most popular websites on the internet, second only to Google, and a source of entertainment and education for more than 75 percent of Americans ages 15 and up. Since 2005, it’s grown from a repository for funny cat videos to a landmark platform with endless opportunities for growth.
If YouTube’s massive audience sounds enticing to you, you’re not alone. Thousands of companies use YouTube to inform, entertain and engage their audiences to ultimately grow their brands. Let’s take a deep dive into YouTube to help you light some fires on this mammoth social platform.
Understanding your “why” is a smart start to any new endeavor. Before you create your channel, consider the purpose YouTube serves for your business. Will having a presence on YouTube increase awareness for your brand? Will it educate and inform your customers? Will it create opportunities for B2B relationships or recruit new talent?
Determine your top reasons for starting a YouTube channel, set clear, measurable goals and identify the Key Performance Indicators (KPIs) that will help you measure success.
Beyond just knowing who your audience is, you should also know what kind of content they’re looking for. What videos are they already watching on YouTube? What do they care about? Aim to identify what matters most to your key stakeholders and find creative ways to tie that back to your industry and brand.
One great way to gain this insight is to conduct competitive analysis research to be aware of the content your competitors are making and what’s working. Which videos are getting the most views and comments? Take note of the topics, video length and editing style. Then, consider how you might adapt the best aspects of those videos to your brand. As you’re finding your footing, there’s no need to reinvent the wheel.
It can be easy to get overwhelmed when it’s time to plan and create content for your YouTube channel. The great news is that there are endless possibilities for what you can make! Some common video content categories include product overviews/unboxing videos, expert interviews, customer reviews, testimonials and live events.
Another useful video: the tutorial. If your product requires extra knowledge to operate, there’s a good chance that customers are already searching for step-by-step instructions. Plus, other customers may already be making tutorial videos for them to find. Why not step in as the official source of information on how to use your product? Here’s a bonus – you can send tutorial videos in response to customer service questions. If a picture is worth 1,000 words, a video is worth many more.
Once you have your video created, it may be tempting to upload it with a quick title and forget about it.
Don’t extinguish the fire! With just a bit more work, you can optimize your video for YouTube’s search algorithm and “Recommended” features. This ultimately increases your chances of getting views, growing engagement and gaining subscribers. Here are some methods we recommend:
Finally, let’s talk about the brains of the operation: using the data.
YouTube Analytics’ platform gives you detailed insights into your channel’s performance. Here are some of the main metrics to look for:
Feeling inspired? Don’t hesitate to drop us a line if you’re interested in lighting a fuse for your YouTube channel.