how youtube can be used as part of your marketing strategy
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What is YouTube?
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What Is ?
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- Founded in 2005, YouTube is a video-sharing website founded by 3 former PayPal employees
- YouTube has been owned by Google since late 2006
- It allows users to upload, view and share videos
- Registered users can upload an unlimited number of videos
- Both registered and unregistered users can watch videos
The Basics
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What Is ?
What You May Not Know…- More than 1 billion unique visitors visit YouTube each month
- Over 6 billion hours of video are watched each month (almost an hour for every person on earth)
- 100 hours of video are uploaded to YouTube every minute
- YouTube reaches more US adults aged 18-34 than any cable TV network
- YouTube has now passed Facebook as the biggest social media website
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How Can my Brand Benefit from Being on YouTube?
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Brands and
- One of the main benefits of brands being on YouTube is that it increases brand awareness
- YouTube can also complement your brands social media and content marketing strategy
- In a world of ever-decreasing attention spans, people engage much more effectively with video content than written content
- People may already be talking about your brand on YouTube get involved with the conversation
- YouTube can benefit your SEO strategy - fresh and relevant content
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Brand Focus: Blendtec
- You don’t need to have a high budget to make videos for YouTube…
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So How Do I Get Started?
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Getting Started on
- First things first, you need to set up your YouTube channel
- If you have a Google account, you use the same login for YouTube
- Sign into your YouTube account and select ‘Create a Channel’
- Check all of the details and then select OK
……. Its that easy!
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Establishing your Brand on YouTube
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Establishing Your Brand on
- To be truly successful on YouTube, you need a strategy
- If you create a video expecting it to go viral, you’re doing it wrong
- With your site’s blog strategy, you don’t create one great piece of content and spend the rest of the time creating average ‘space filler’ posts
- The same applies to YouTube - the brands that get it right are the ones that create multiple series of videos and consistently upload great quality content
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Establishing Your Brand on
- People visit YouTube to indulge their passions, whether that be cookery, fashion and beauty or gaming
- People do not visit YouTube to spend time with brands
- This is where many brands get their YouTube strategy wrong.
- People will be interested in how they can incorporate your product into their every day life
- If you’re a beauty brand, you could create tutorials on how to use your products
Add to the entertainment of YouTube. Don’t interrupt it
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Brand Focus: Dove
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- Know your audience - as part of your brands content strategy, you would have identified your target audience(s)
- How do they interact with YouTube? What videos do they watch? What do they talk about on social media?
- If your brand is already on YouTube, are your videos engaging your target audience? Utilise YouTube Analytics
- Know your competition - What are your competitors doing on YouTube? What videos are successful for them?
Establishing Your Brand on
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Brand Focus
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- Jamie Oliver’s Food Tube
- Subscribers: 1.6 million
- Total video views: 122 million
- Subscribers: 1.6 million
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YouTubers
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- YouTube is full of content creators (YouTubers) who create videos on topics that they feel passionate about
- This can be anything from beauty videos to pranks
- Many of these YouTubers are modern-day celebrities - a recent study among 13-18 year old Americans revealed that the 5 most influential celebrities were all YouTubers
- Successful YouTubers regularly upload videos (at least once a week) and talk to their fans on YouTube, Twitter, Facebook etc
- YouTubers regularly collaborate on videos with other YouTubers - sharing their fan bases
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YouTubers
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YouTubers
- Name: Zoella
- Genre: Beauty, Fashion, Lifestyle
- Name: PewDiePie
- Genre: Gaming
- Subscribers: 8.5 million
- Total video views: Over 479 million
- Subscribers: 37 million
- Total video views: Over 9 billion
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How YouTubers Can Benefit Brands
- Working with YouTubers gives brands access to large and relevant audiences
- If you want to target a large, younger audience in an organic way, partnering with a YouTuber who is relevant to your brands demographics is highly beneficial
- When YouTubers mention a product in their videos - many brands have reported a large increase in sales as a result
- YouTubers are authentic - unlike traditional celebrities, YouTubers are just like us
- YouTubers are savvy - they care about their fans and do not feature brands or products in their videos unless they truly believe in them
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The Creators Documentary
- An Oscar nominated film director has created a documentary that provides a glimpse into the lives of the biggest stars on YouTube, seen from a different angle.
- The documentary gives brands a great insight into the life of a YouTuber and the influence that they have.
- Search for ‘The Creators’ on YouTube to watch the documentary
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Top Tips
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- Focus on engaging your viewers and turning them into subscribers
- Don’t get too caught up on views
- Keep it short and sweet - optimal video length is approx 3 minutes
- Consistency is key - keep to a regular upload schedule so viewers know when to expect a video upload
- This also applies to your video branding - keep it consistent
- Be social - share your videos on social media and engage with your viewers
Top Tips
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- Use call to action messaging throughout your video
- Want viewers to subscribe? Tell them!
- Optimise your videos - titles, descriptions etc
- Be authentic - when you create videos that you don’t feel passionate about, it shows
- Be persistent - if your videos don’t attract thousands of views straight away, don’t give up!
- Be confident - you are the expert in your field, believe in what you are saying and your audience will too
Top Tips