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5 marketing tips and tricks from the best YouTube channels

5 marketing tips and tricks from the best YouTube channels

If a picture is worth a thousand words, then the video definitely has a whole story to tell.

More and more marketers are incorporating video into their content strategy, especially on YouTube.

And it’s not strange; YouTube boasts more than 2 billion monthly users and is the world’s second most visited site after Google.

In this post, you will find a five-part recipe for YouTube marketing based on what we know about the most successful channels on YouTube.

Who can you reach on YouTube?

You might think it’s a very specific audience – that kind of video game players or beauty gurus have e.g. A tendency to have.

However, 50% of B2B makers use YouTube to research purchases. Thus, all kinds of audiences can be reached via YouTube videos, whether it is Gen Z or boomers.

Many brands hesitate with YouTube marketing and believe that they need the best equipment and TV host training to get loyal viewers.

This is not true at all.

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In fact, the most popular people on YouTube are vloggers who do not comply with any of these requirements. Most of them started their channels as ordinary people with worn out cameras.

They did not intend to gain millions of followers – but they did.

I’m not saying your brand will be as successful as Pewdiepie or JoJo Siwa, but there is a lot that brands can learn from the major YouTube channels.

Here are five lessons you can take from them to work on developing your own (or your brands) YouTube channel.

1. Create videos based on your goals

Every piece of content you create should have a clear goal, whether it’s brand awareness, conversion or attracting new customers.

Your content goals will define what kind of videos you should make. Do not just try to create a content strategy based on a clue or what your competitors are doing (we will be aware of this later).

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Your goals can help inform both the topics you choose and the format you use to talk about them.

Here are some of the more common formats brands choose for their videos:

Training videos and tutorials.

These are meant to give your audience a deeper understanding of your product and your industry. The goal is typically conversion, achieved by showing people how to deal with a specific problem using your product.

Interviews with thought leaders.

These videos increase your brand awareness and help you improve your reputation. By associating with industry leaders, you can position yourself as an expert.

Product demonstration videos.

These are typically short and are meant to showcase your product in a fun way. They are perfect for reuse for multiple channels – YouTube, LinkedIn, Instagram, Facebook and so on.

Customer reviews and case studies.

These are mainly interviews with your satisfied customers. Like instructions, they show you how to use your product to solve a problem. Such videos can help insecure customers and lead them to a purchasing decision.

Product reviews.

These are usually posted on external channels, not your own. They can be created by an influencer in your industry to describe your product with all its pros and cons. Product reviews increase brand awareness and generate new leads for your brand.

It is important to remember that no matter what format you choose for your videos, they should also provide something for your audience. People do not come to YouTube to watch commercials unless they want to make fun of them.

Your videos should create value for your audience, ideally through education or entertainment – or both. Make sure you create content that is as valuable to your audience as your business.

2. Know your target audience

To ensure that you get a loyal viewer base and not just some random users coming and going, research your target audience. Highlighting their pain points, interests, likes and dislikes can help you create better content.

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Take a look at the BonAppetit channel, an extension of the BonAppetit magazine that actually gets many more viewers than readers. It’s a channel about cooking, and they could stop at it – but they know their audience.

Their viewer is not just looking for recipes, but cherishes delicious food and wants to know more about it. It is the channel that mixes things together and contains videos about initiatives for mutual aid, green life, food exploration, cooking with celebrities that are popular among millennia and more.

How can you research your target audience? Here are a few ideas. Other

First, you can go through customer feedback and see what wishes and complaints your customers have more often. Contact your customer service team and ask them for the most common comments.

Focus groups are another great way to learn about the interests of your audience. You can even run a virtual focus group for your first YouTube video before publishing it and ask for people’s feedback in exchange for free samples or discounts.

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Using social media monitoring can help you find demographic, psychographic, and behavioral data about your audience and use that insight to build a buyer persona.

Social listening tools allow you to find online conversations about your product, brand or niche and analyze their authors. You can find out what social media platforms they attract, what content they share, what questions they ask, what topics they discuss, and how they feel about them, and so on.

This way you know what topics to cover, what questions to answer, whether to make jokes or create seriously useful content.

In addition, if you monitor your brand, you can also find out if someone has already made a video with it – perhaps a review video that you did not know about. You can also learn a lot from these.

3. Create authentic content with the resources you have

The biggest obstacle for brands when it comes to YouTube marketing is the belief that everything has to be perfect. Do you really need the best equipment, lights, camera, tripod and a professional entertainer to host your video?

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Of course not. YouTube has made video production available to everyone, and you do not need a high-tech camera to have a successful channel. Today, many videos are actually filmed on a smartphone.

As for the presenters in your videos, many YouTube videos do not include people at all!

One of the most successful video channels on YouTube, The Nerdwriter, broadcasts video essays where we only hear voice-over without actually seeing the creator’s face.

Of course, people get easier connection to other people. However, that does not mean you have to hire professional entertainers to host your videos. In fact, the opposite is true.

PewDiePie, who runs the largest channel on YouTube, started creating videos when he had a suitable camera and a strong Swedish accent – and his channel exploded.

The YouTube audience longs for authenticity; they want to connect with real people, not with actors. That’s why YouTube creators are so popular. They do not have a large team of manufacturers telling them what to do so they can be themselves.

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4. Establish a consistent release schedule

A consistent release schedule benefits your channel both from the audience and from the platform’s perspectives.

Your viewers know when to expect a new video and check your channel accordingly. As for YouTube, it’s no secret that YouTube’s algorithm prefers channels that upload the content regularly and on a schedule.

Your release rate depends on the resources you have available. Most YouTubers stick to uploading once a week; for example, this is the release schedule for Kurtis Conner, who has more than 3 million subscribers.

Larger video production teams such as Buzzfeed uploader more often. It does not matter how often your content comes out, whether it is every other week or once a month, but it is very important that you have a regular schedule.

This ensures that you also have content to share regularly in your social channels to promote the videos.

5. Do not ignore YouTube SEO

YouTube is not only the second most popular site after Google, it is also the second largest search engine. Therefore, just like your blog posts, your YouTube videos require optimization.

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On YouTube, this means that you optimize all the metadata that comes with your video when you upload it: title, description, tags and categories, subtitles and thumbnails.

Video title

Do the same keyword research that you do when planning a new blog post, and include the keywords in the title.

Keep the title at 60 characters or less, as YouTube does not show more than that on the results page.

Description

YouTube allows you to include a long description where you can add links to your site, your social media profiles and a short biography. You can also include hashtags in your description.

However, the first 100 characters should make the description clickable and search engine friendly.

This is what the user sees when searching for videos on YouTube, and this is what YouTube takes into account when choosing which videos to display. Thus, your description should contain necessary keywords and be exciting and attractive to YouTube users.

This is what a typical description looks like:

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A brief description of the video. A call to action. An introduction to the channel and links to other platforms.

Tags

The more tags you have, the better. You can use your keywords as tags in addition to niche related keywords.

Category

Select a category in “Advanced Settings”.

Thumbnail

Thumbnail is the biggest element your video users see when searching for a YouTube video, so it’s better to create a custom thumbnail with extra text and exciting graphics than to choose one of the frames from the video.

playlist

If you plan to upload multiple videos united by the same theme, create a playlist. It increases your chances of getting into the search results and positively affects your viewing time as viewers stay longer with your content.

Over to you

The best way to master YouTube marketing is to get started and see what kind of results and feedback you get. Then you can adjust your strategy going forward.

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Ready to get started with your YouTube quest?

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Featured image: Kachka / Shutterstock

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