YouTube is the most popular video hosting and sharing platform with over one and a half billion active users. Businesses have utilised the benefits of YouTube, recognising that with the power of video, YouTube’s massive audience, and AdWords’ targeting tools, you have the ability to reach and impact potential customers all around the world. Having the ability to embed a YouTube video player on your website or blog also means you can easily share your video on Facebook, Twitter and other social media network making it easy to efficiently share your story and build your business online.
What’s Good About YouTube?
- A great tool for improving search engine rankings
- It is a free platform for advertisements
What’s Not so Good About YouTube?
- Not useful for businesses where videos are not relevant or useful to them
- A successful YouTube channel needs a consistent uploading schedule so is not suitable for companies without the time or resources to keep producing quality videos
Should your Business Have a YouTube Channel?
If your target audience and customers are watching videos on YouTube related to your industry, then you need have a YouTube channel to attract that audience. YouTube is great for businesses that are innately visual and regularly produce videos that are product informative, demonstrations of products or services and generally informative and entertaining content that will be valued by a certain group. The sheer audience size of YouTube attracts many businesses to YouTube but with a lot of competition to face businesses should only use YouTube if they can regularly and consistently produce good quality, varied, fresh and entertaining videos.
Follow these top tips to create a successful YouTube Channel;
Always Create Great Content
The key to building an audience and maintaining a successful presence is to always provide content that is valuable, relevant and entertaining to the viewer. YouTube provides you with a great platform to showcase your visual creativity and show that you understand and care about your audience enough to consistency produce a variety of videos that address consumer needs and genuinely interest and provide value to them.
Make Your Videos Easy to Find
YouTube is very heavily saturated with videos making it harder than ever to get your videos noticed. Simply uploading your video and waiting for people to come across it will not suffice. Rather, you need to make it easy for the right audience to discover your videos by applying several key factors in your videos;
- Use relevant keywords and search categories to attract your target audience
- Embed your YouTube videos onto your website
- Share your videos across social networks
- Include your website URL in the video description
- Ensure your video is categorised and tagged correctly and relevantly
- Consider advertising to give your videos a boost
Appeal to your Target Audience
With so much choice for the consumer, getting your video noticed can be a difficult task. The key to ensuring you stand a better chance of getting noticed is to do your research and find out exactly what your audience is watching and searching for on YouTube and then apply this knowledge to your own efforts. You will better reach your audience if you know what type of content resonates best with them and directly provide solutions for them or answer their questions and queries with your videos.
Thoroughly Brand your YouTube Channel
Your YouTube channel needs to act as a hub of your brand making it clear to the viewer who you are when they arrive on your page. Ensure you fully utilise the customisable features of your channel from the background to the video cover image to ensure that you create a branded environment for your audience where they trust that it is your brand page and where they are welcomed and encouraged to interact. There are several key areas to utilise to ensure you don’t miss any branding opportunities on your page;
- Include links to your website
- Effectively and clearly communicate your brand and purpose in the description
- Ensure all creative aspects (colours, graphics, typography etc.) reflect your brand.
Know Your Limits
Maintaining a successful YouTube presence takes a lot of consistent and continual effort. From uploading content to creating titles, responding to comments, tracking analytics and general promotion, maintaining your account can easily become a very time consuming role. From this, ensure the person who maintains it has the time, talent and expertise to run it effectively as you are publicly representing your brand to a vast audience online so you do not want to give them a negative impression by ineffectively using YouTube. If you find yourself or the person running your account is struggling then strongly consider outsourcing to a specialist who has the adequate skill set to represent your brand well. Your business can only benefit from you knowing your limits and realising when the time is right to get a professional on board.
Listen to and act on What Your Analytics Tell You
Track your videos performance through your analytics will help you to understand your audience, how they interact with your videos and what content resonates best with them. Armed with this information, you gain a very advantageous position where you can use this information to help you optimise your future videos to ensure you are directly addressing your target audience needs, making them more likely to keep coming back to your channel and share your content with others.
Be Sociable and Engage Your Audience
To fully utilise the benefits of YouTube for your business you need to embrace the social aspect of the social network and continually interact and engage with your audience and other users. You need to be actively dedicated to your page looking for opportunities to interact with others and respond to comments and feedback on your videos. YouTube has very much developed into an active online community which you need to be a part of and participate in. There is much to gain in engaging with users and audiences from potential business opportunities, partnerships with other users and by listening to your audience you can get to know them better helping to create better content that is going to attract them in the future.
Keep Your Channel Updated and Fresh
Once you have set up your channel, developed a solid posting strategy and perfected your channel design you are well on your way to a strong YouTube presence but your work is by no means finished. In order to keep the attention of your audience and attract new ones you need to actively keep your channel updated with fresh content and continually analyse your analytics to gauge your audience response to your videos to ensure you are consistently targeting their needs with your videos. Continually look to see how you can better enhance your audience’s experience with your videos and act on what your analytics tell you, positive and negative about your efforts and respond accordingly.
Be Aware of YouTube’s Future Trends & Updates
As new technology emerges and YouTube grows and develops it is likely to make changes that can affect your business marketing. Ensure you stay aware of changing trends and utilise any new developments within YouTube and a broader technical sense to help better your videos and audience video experience.
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