Time to Learn How to Live on YouTube
A 4 Step Guide to Using YouTube to Reach a New World of People
For most business owners and brand managers, YouTube is where you go to enjoy videos, not necessarily to cultivate your own. After all, Facebook lets you post videos, right? Well, YouTube has a more to offer your brand than just posting videos.
When you think YouTube from now on think:
- Own unique community
- Video hub
- Easy to integrate videos
- Affordable advertising (many cases free if you use your channel right)
That’s right. There’s a lot more to unpack here than just videos.
Step 1: Learn to Understand the YouTube Community
There are people who use YouTube like Facebook or Tumblr. They create videos and live and die by the content. They subscribe to channels and eagerly await new episodes by their favorite YouTube stars. They are waiting for your content. But there are two important things to remember:
- YouTube reaches 81% of Internet Users in the U.S.
- There is an age gap between millennials and everyone else
So, what does this mean? It means that lots of people see YouTube content but mostly people 35 and under make up the YouTube community. Keep that in mind when cultivating your videos specifically for the YouTube community vs video you will share on other sites.
Also, remember to engage with your YouTube followers on their own. Encouragement comments and suggestions for new videos. Cross promote your other brand platforms—lots of people mainly stick with YouTube for their main source of social media.
Step 2: Begin to Use YouTube as a Hub
This is an important point in your YouTube journey. By uploading all of your brand’s videos to YouTube you basically create a hub for all of your video content. This can be extremely helpful as you grow the visual side of your brand. (More on that below)
Using it as a hub means that your new YouTube followers are engaged often. Make a video content schedule just as you would a blogging schedule. Make it part of your marketing plan to create quality content for YouTube followers and you will be rewarded!
Step 3: Upload Your YouTube Videos Everywhere
As you begin to use YouTube as a hub for your video content you’ll notice something very valuable—the platform’s videos can be shared almost anywhere. Facebook, Twitter, blogs, websites, emails, newsletters, press releases, the list goes on and on.
- You can reuse content and get further engagements
- You can direct more traffic to your YouTube Channel
- You can create an organized video list to be used in various ways
The ubiquitous nature of YouTube cannot be overstated. It’s everywhere and can be integrated into almost any platform. Creating a steady stream of content to your YouTube channel means a steady stream of content for the entirety of your brand.
Step 4: Begin to Use YouTube as an Advertising Medium
The biggest power of YouTube is the ability to share your message with the world. Rather than buying media time on a local, regional or national level that can cost millions of dollars, you can upload videos and have the potential to be seen by the world for free.
Now, you can also purchase affordable advertising on YouTube in the form of ads. These are also a great way to use YouTube to your advantage and are highly recommended in conjunction with engaging content BUT you can also use your engaging content as free brand promotion.
Here are a few examples of content that works well on YouTube:
- Product Spotlights: If your brand is in the business of selling actual products, then a video is the perfect way to showcase new items. Consider a dedicated YouTube Channel just for spotlighting new products.
- How-to Videos: People often watch videos to learn how to do something. They either have an interest and just like to learn new techniques or they may be a total novice. Either way if you sell a product that may need a bit of tinkering to get right, consider sharing your expertise. A great example of this is Sephora’s YouTube Channel. It’s filled with make-up tips that all involve their line of products.
- Comparisons: Does your store or website offer a lot of options for similar products? Then help your customers make more informed decisions. Samsung knows it offers its loyal customers a lot of choices and not all of them are interested in the top of the line, newest gadget. Some just want affordability. So, they often compare multiple devices in mobile video so their customers make informed purchases.
- Influencer Videos: You can also partner with local influencers and ask them to cross promote in your videos. If you are in the restaurant business, get with a local food critic. Or if you make jewelry then ask a well-known fashion blogger to show off some of your creations.
And maybe this last bit of advice should be an unofficial step 5—Experiment. YouTube is a great place to try new things and have a bit of fun with your brand identity. By using the steps outlined above you will be opening up your brand to an entire new world of people in a cost-effective way. Start cranking out the videos!