Content marketers have a wide range of opportunities everywhere: different channels, different content and different websites.
One of them which is quite underutilized is YouTube.
YouTube is the most popular video sharing site and the second competition doesn’t even come close to what YouTube has achieved till now.
With over 1 billion users and publishers, YouTube has over 4 billion daily views on it.
Whatever your audience type maybe, rest assured, you will find them on YouTube. Smart businesses will know how to leverage this in their favour despite the competition.
- Video is also content, so cultivating and identifying an audience is critical.
The more you define your niche, chances are, the more your content will resonate among viewers.
Identify the type of viewer for whom you wish to create content for. Narrowing down your audience will help you realise your own goals. Determine their needs and requirements and ponder how your product or video will help them change their lives. The main point of marketing on YouTube is to attract the attention of your target audience.
- Attract your viewers
Marketing on YouTube has a lot of similarities to SEO. Black hat tactics, just like SEO may initially fetch you more viewers, but that’s never going to work for the long term.
There are primarily two reasons why someone watches a video: to learn or to be entertained. Select which one you are offering and then proceed accordingly.
Quality trumps quantity. Quality refers to how good the video actually looks and sounds. Good lighting, professional cameras and crisp audio will certainly take you a long way.
Good editing is also of high importance. People generally do not prefer to watch a shoddily edited video. This is the area where you’ll need to focus the most.
- Pick out a name for yourself and the channel
A single video, no matter how good it is, will never be able to achieve the marketing success rate that one aspires for. You need to be committed enough to keep coming out with new videos at regular intervals.
Also, it is important to remember that the number of views on your video is not linear. It will definitely start slowly, but once it catches up, it will grow exponentially like a snowball. This is because every time one sees a video that they like, chances are they will definitely share it. White hat marketing on YouTube will need you keep aside at least a year before you get to see any tangible results. But, that does not mean that it cannot happen sooner.
- Understand user engagement and feedback
YouTube’s algorithm borrows heavily from the Google algorithm, and not surprisingly so. Apart from the basic information that you provide along with the video, it also studies how you interact with your viewers and how your viewers interact with the video.
If your viewers almost all drop off after the first few seconds, then that isn’t a really good sign.
Feedback is an important tool to self-evaluate where you stand and how you need to improve.
YouTube provides a very good and receptive feedback mechanism. Its features like the Overall Views, Ratings (Thumbs up and Thumbs Down), Views to Subscribers, Views to favourites and Comment section is very helpful for you as well as YouTube to judge the video.
While there are several factors that contribute to YouTube rankings, quality views are the most important. Quality views is a situation when the average viewer watches most of the video.
- Cross Promote
If you already have a bit of a name in your niche, cross-promotion is a great place to start.
The idea is to participate in a video hosted by the top YouTubers in your niche in order to get exposure to their audiences.
There are a few final tips that are critical behind building a successful YouTube channel. If you have a large email list or existing relationships with influencers to leverage, you can get thousands of views in no time.
But if you don’t, like most businesses, expect to create great videos for at least a few months before you start getting thousands of organic views. Don’t give up if a few videos fall flat—keep going.
YouTube is a fantastic marketing opportunity for businesses interested in content marketing. Almost all audiences use YouTube, and there really isn’t too much competition yet. If you’ve been considering YouTube marketing, pull the trigger. Create a plan based on this post, and create your first video as soon as possible.