YOUTUBE AS A MARKETING TOOL
YouTube has come a long way from cat videos and blooper compilations (although let’s face it, we all still watch them). With six out of 10 people favouring online video platforms over regular television, it’s no surprise that traditional media feels threatened by the Google-owned platform. On a more positive note, YouTube has also established a reputation for kick-starting countless vlogger, presenters and filmmaker careers.
Along with the tsunami impact of Facebook, Instagram and Twitter, YouTube is a powerful tool for businesses, but perhaps the most underrated. With over a billion active users every month, it’s the second largest social platform after Facebook (2.2 billion monthly users).
A video-based search engine with global reach, YouTube generates traffic and often has high engagement rates with measurable results. Videos uploaded through the platform are compatible with almost every website, including Facebook, Instagram and Twitter. But here’s the kicker: although 34 per cent of Australian corporations employ YouTube as a marketing tool, only five and 11 per cent of small and medium Aussie businesses respectively embrace the platform.
Business owners and those new to YouTube often discount it due to video generation being time consuming, costly and requiring plenty of creative charge. But the ‘raw’ nature of YouTube is one of its most appealing features. Anyone can give it a go, and no one is expecting the new Spielberg to emerge. Even a basic understanding of YouTube puts you leagues ahead of competitors. Let’s run through some tips to get you started.
Content is king, but even the best content is useless without a hook. According to Infotex, the average viewer decides whether or not to continue watching a video within three to five seconds of beginning, so it’s important to define your audience in order to grab their attention right away.
Don’t be afraid to get creative. The more original your video, the more likely your audience will be to explore the business behind it, leading to more website traffic and sales.
If you’re struggling for video ideas, here’s a helpful nudge from us to get you started:
- How-to tutorials
Deliver clear demonstrations of how to use your product
Film the excitement that comes from unpacking a product to show your customers what they can expect from a purchase
- Live streaming
Connect with your audience in a behind-the-scenes moment
Invite and compile customer questions via email, social media or your website and answer them in an insightful video
- Trailers and teasers
Pique interest in a new product launch with a teaser clip that leaves potential customers guessing
- Event footage
Grab a go-pro and invite your audience to participate in a company event without a ticket
Ramp up your reputation with customer testimonials cut together
Deliver an announcement, speech or engage in an open debate with your audience
- Behind-the-scenes footage
Take potential customers to see some of the operations behind the brand
Let the audience get to know you, a team member or an influencer who aligns with your brand
Any YouTube videos you create needs to reflect your brand, so don’t skimp on production value. Proper lighting kit and a decent camera (or recent smart phone model) says a lot about professionalism. Low budget? It’s amazing what you can find on eBay these days.
TAGGING & CATEGORIES
Choose any clip on YouTube and you’ll see a column pop up with videos “recommended for you” to the right of the screen. That’s thanks to YouTube’s tagging system, where users who upload videos have the option to tag relevant categories before publishing. This helps potential customers find your content while surfing related videos. YouTube recently added “cards” to its video editor – a pop-up that appears within the video frame that has a specific call to action, tailored by you. See below for an example.
YouTube might drive traffic to your website in isolation, but you’ll get better results by sharing your video across multiple platforms. Post it everywhere: to Facebook, Instagram and Twitter; embed the link on your website; upload it to LinkedIn; hyperlink to it from your email newsletter; even put it in your email signature – whatever it takes to gain maximum coverage.
For more information on how to set up a YouTube channel, we recommend turning to YouTube! Here’s a handy 10-minute video that covers the basics.
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