YouTube is the second most used search engine in the world, behind Google. There is no doubt that the internet as a whole and social media in particular has made the world a smaller place. On YouTube, there’s a video for everything – from dance and music videos, to political speeches and news, to how-to videos for everything, including how. change your car clock during summer time.
YouTube is behind the role of video in social media marketing
Social media as a force for news and a global community is a sub-trend in how visuals, and not just words, are taking over the digital sphere. Especially the videos.
YouTube, and other video-centric channels like TikTok, Snapchat, and Instagram, are playing an increasingly important role in social media for organizations and individuals of all kinds. YouTube ushered in the early creators, spawning influencer marketing that has become so important over the past decade.
Audiences sought Comfort, connection on YouTube in 2020
In 2020 we had even more time to go online and watch videos. The most popular videos in 2020 were those aimed at connecting with others as the world turned to staying at home during the pandemic..
#WithMe videos that followed creators in their daytime activities increased 600%. Audiences turned to in-home content like cooking classes and fitness and wellness advice. Socializing activities such as quizzes have been successful, as have virtual gathering videos, such as virtual choirs and the “Some Good News” program. Youtube 2020 trend summary worth a look.
Let’s move on to the 5 steps to create a successful YouTube channel.
Best Practice # 1: Consolidate Into One YouTube Channel
There is 31 million YouTube channels (and cash). Finding the right channel and the right video is akin to the needle in a haystack analogy. To make your channel stand out, stop diversifying your commercial channel into several. You don’t know how? Google has the answer.
Having a single, consolidated channel is good for the audience because they can find what they need. Separating by internal priorities may make sense for your seat, but it doesn’t serve your audience. Consolidating all the videos on a search-based platform is beneficial for the overall channel reach, number of subscribers, and engagement on the brand side.
Step 1: master the details
Pay attention to the little things on YouTube. When you narrow down the details, YouTube will reward you with higher visibility and search results in the algorithm.
- Clear, precise and consistent brand image across the channel
- Attractive personalized video thumbnails
- Easy-to-read video title
- Keyword rich description with timestamp, links, hashtags and call-to-action
- Specific video as channel trailer for non-subscribers
- Featured video for returning subscribers
YouTube’s algorithms recommend videos based on each user’s viewing habits and related themes. Coordinated titling and tagging of videos is essential to create topic relevance that algorithms can understand. Using a tool like TubeBuddy for video management is essential for growing channels and for video managers who want to mass edit.
Step 2: Post New Videos Consistently
A thousand views is great, but do you know what’s even better? A million views! To achieve lofty YouTube viewing goals, you need to consistently post new content. Running out of ideas? Identify your primary target audiences and identify the questions they have when trying to solve a problem or achieve a goal. Rate them, then create a video for each question and audience. You can also ask for feedback from the community by actively soliciting comments and suggestions for planning future videos.
Step 3: Encourage followers
The most helpful tip I received from YouTube when starting the PGA TOUR YouTube channel was, “Channel subscribers watch an average of 8 times as many videos as the general public.” From that point on, every video we posted had calls to action to encourage subscription to the channel.
Here are some of the top places to encourage viewers to subscribe:
- Copy of channel description and video
- Complete cards with a one-click sign-up button
- Channel trailer video
- Cross-promote your YouTube channel in email and social media
Step 4: Use YouTube as a social network
Don’t underestimate the power of YouTube as a social network to interact and grow your audience. Viewers will be more proactive in leaving comments and sharing videos when they see that the channel is actively engaged.
- Take the time to respond to comments on your videos
- Participate in videos of comparable companies, influencers and customers
- Engage outside of YouTube by sharing content on other channels and interacting with users who share your video content outside of YouTube.
- Ask questions in the videos that specifically solicit engagement in the comments.
- Encourage your viewers to interact with each other in videos and comments.
Step 5: Organize Videos for Review
Channels can be organized into playlists, which helps audiences discover and watch more videos. Highlight videos by topic, audience, or intent. Channels can display single playlists on their page or group multiple playlists into a section and add a title.
Any older video content that does not generate new views or engagement should be moved to unlisted. Making video unlisted does not affect embedded videos in blogs and other places it is linked to. But it does allow you to “delete” older videos and showcase newer videos that better address the same topic.
It’s up to you to become a YouTube master
Okay, maybe not.
But you and your organization can learn how to create awesome video content that grabs the attention of your audience. The next step is to extend this engagement to other social networks. It doesn’t take a lot of money to make a splash on social media. But it takes hard work, consistency, and constant outreach from your fan base.
All YouTube channels started with a single video and a single post – although many ended there. So, stop procrastinating it. Do your competitive and market research, establish your social strategy, create strong initial content and get started!
This article was originally written by Margaret Dawson and fully updated by Lauren Teague in 2021.