We all know video content is in. Yet there’s still a tendency in online marketing to write off the popular video hosting platform, YouTube, as something for kids and wannabe vloggers. Nothing could be further from the truth. YouTube, and the associated YouTube TV service, is one of the fastest-growing, most authoritative video content platforms there is. Here’s some tips and tricks to leverage this power for your own brand from the Zebra 360 Digital Marketing Agency team.
Don’t Overlook YouTube
While the video-sharing site doesn’t get the constant media attention that social media marketing platforms like Facebook and Instagram do, it has a ton to offer. In fact, YouTube recently inched its way into being the second-largest search engine in the world.
And, of course, it’s owned by the Alphabet Company, better known as Google- the largest search engine. With a rather well-constructed blend of file hosting, analytics, and monetization tools (all free) at your fingertips, it’s also a powerful place to be seen. Last year, smart advertisers spent more on YouTube advertising than any other social media marketing platform. Remember, ads show in all videos now, not just those available for monetization.
It’s a platform that’s easy to underestimate, but that could be the worst decision you make. So it’s time to release your obsession over the wrong metrics and learn how to leverage its organic content powers for yourself. It offers a solid opportunity for quick paid results and longer organic reach.
Creating Fantastic YouTube Videos
Any great YouTube video needs to answer three questions clearly:
- Who the audience is
- Why they should watch you over others
- What the content delivers to the watcher
Engaging, relevant content for the right audience shines here, and can vastly increase your reach. As with all digital marketing products, the YouTube algorithm carefully monitors content, determining how people engage with it, and to whom it appeals. It monitors how long people watch, as well as how many people watch it. Exciting and engaging videos are a must, so you can’t slap up anything and expect it to work. You need to market to the right audience. While paid content brings quick attention, it’s not counted for long-term organic reach by the algorithm.
This means you need to build for the long-term in mind, not the quick hacks. Where content on other social platforms is relevant for a day or a week, YouTube favours content that can stand the test of time. You could be getting favourable views for years to come with the right piece. Plus, that piece will drive traffic to other content on your channel, creating a great visibility cycle, so it pays to have multiple engaging pieces loaded.
Creating Interesting YouTube Content
So it’s best not to view YouTube as a place for ‘ads’, but rather content people can use. Think education, entertainment, and connection with people like them. They’re problem-solving, or looking to start a conversation. No hard-sell here! Of course, it’s a great place to collaborate with influencers and known content creators, too.
YouTube will boost videos that get a high click-through, which are often viewed, and viewed for the bulk of the video. They also count unique views, and views per viewer. This is how it decides that people like your content. This means it will show up in recommendations, and grow your channel. Subscriptions, playlist traction, and shares count too. It’s not as simple as some other online marketing platforms, but it’s still well worth building. It’s worth noting that 70% of daily views on the platform are driven by the suggestion sidebar and end-of-video recommendations, so it pays to build with this in mind.
While it’s a competitive and different online marketing platform to build for, and one where copying other people’s metrics isn’t a solid plan, it’s a high-value social platform that’s well worth bringing into your wider brand-building efforts. If you’re not sure where to start with this powerful platform, the Zebra 360 Digital Marketing Agency experts can give you the boost you need to get started.