Interesting Facts About YouTube and How It Affects Your Business
Liliya Smirnova / 06.27.2018653
You! Yes, you! Take a quick break from watching YouTube and ask yourself, “What stops me from using this otherwise excellent service for promoting my own business?”
Sure, the funny cat compilations and game walkthroughs may constitute the bulk of watchable content on YouTube, but there’s so much to it than that.
In this article, we are going to talk about the opportunities YouTube provides to business owners and how to leverage them.
YouTube: Making Money Off of Videos
What is YouTube? Countless random videos, streams, and music clips? If you dig deeper, then you will probably realize that YouTube is an advertising and promotion platform with quite a few possibilities for business owners who want to increase their brand recognition and grow sales.
Here are a few facts:
- Over 1.5 billion people watch YouTube monthly
- YouTube is the second most popular search engine after Google
- Every other minute a staggering 400 hours of video are uploaded on YouTube
- YouTube has offices in 88 countries of the world
- YouTube is translated into 76 languages
- According to Cisco, online videos will account for approximately 80% of the world’s Internet traffic in 2019
Quite impressing, huh? The only element that’s missing is you.
YouTube: Crash Course
YouTube in 2018 is a well-developed platform for both advertisers and their target audience. Here’s where the not so fun part begins – to get ahold of that audience and market your product/service to them successfully, you’ve got to do so much better than posting kitties.You need to start with the goals – WHY are you starting the channel?
What goals can there be?” you might wonder. “I just want more clients and money!” Ultimately, yes, it’s all about the clients and money – but HOW you are going to get there, that’s what matters. Your own YouTube channel can give you:
- A huge boost in brand development and recognition
- Project monetization
- Barter offers from major brands
- Solid networking all around the world
Prioritize your goals before choosing the type of your future YouTube channel. Basically, it all boils down to these three:
1. YouTube channel as a marketing platform
In this case, you need a channel to attract potential audiences that would be interested in your brand and ready to make a purchase. How do you do it?
First, single out your key competence – the one that sets you apart from the competition and makes your product/service unique in the eyes of potential customers.
Second, choose your format. Obviously, different products/service requires different formats – you can choose from:
- Reality show (setting a goal and showing how to reach it using your product/service)
- News channel (compiling interesting, like- and share-worthy news bits from your industry)
- Educational and how-to videos
Don’t be afraid to borrow ideas from the top bloggers and channels – after all, they didn’t invent them too, did they?
Finally, start integrating your product/service into the videos. Make sure it looks natural and native – no one likes a blunt, shameless plug. Present your product/service as one of the options – perhaps, a better one, but not the only.
2. YouTube channel as a business on its own
Arguably, one of the most difficult tasks ever. Much like with the previous option, to do that, you will need to:
- Create a product/service for sale
- Choose the format: education, vlog, reality show, news, reviews, etc.
- Borrow ideas from the best
- Integrate your own product/service promos into the content
However, the different thing here is that this channel should be more focused on the statistics and metrics – advertisers love solid numbers. Therefore, if you want your channel to be profitable, you’ve got to go after the total number of subscribers and views.
Creating a profitable YouTube channel is never easy – it’s like starting a successful business. It does require investments and knowledge. You will have to learn as you go making mistakes and getting better with every published video.
3. Paid advertising
A rather safe and tried-and-true way for those who want to promote their brand and attract more leads. To run a paid advertising campaign on YouTube, you will need to:
- Set the campaign goals and target actions
- Define your target audience
- Get creative with the ads – make them look and feel as natural as possible without getting too hard on the viewers and shoving the ad in their faces
Setting Up a YouTube Channel: Following the Trend
So, you’ve actually gotten to creating your first ever YouTube channel. What are the simple steps you need to go through to ensure its longevity?
- Choose a topic
Do not limit yourself to a specific topic – if your product is microwaves, start a “Home appliances” blog, for example. This way you will ensure wider reach and more mass appeal.
- Come up with an original name
Obviously, the name has got to stand out. Don’t be afraid of something that seemed ridiculous at first – after all, it’s just a name, and it has to be memorable.
- Customize your channel
It is quite easily achieved – all you need to do is upload the avatar (your photo), set up a nice and visible header picture (relevant to the channel content), thumbnails and captions for the videos, animation and sounds effects, music, etc.
- Create the channel structure
The most elaborate part of the process: positioning the main character, coming up with the main themes of the channel and the ways of approaching them, scripts for the videos – from start to finish, getting the dynamics right so that people would watch your videos in their entirety.
In order to make a great, engaging video, follow these three simple rules:
- Educate (you must provide useful content that people could actually learn from)
- Entertain (you’ve got to wrap your educational content in a thin and delicate foil of entertainment throwing in good humor and providing healthy dynamics throughout the videos)
- Inspire (a great video should leave a pleasant aftertaste and leave the user craving for more)
- Find a professional video maker/editor
No one wants to see a poor quality video shot on a shaky camera – there’s enough of that already on YouTube. If your goal is to attract paying customers, show them some respect by producing good quality videos with professional sound and video equipment.
- Drive additional traffic to the channel
Collaborate with similar channels, do public presentations, targeted campaigns on social media, and more.
Based on what you’ve just read, YouTube promotion may seem like something out of this world difficult and/or expensive. The truth is that promoting YouTube is just like promoting a business on any other platform. It does require careful planning and preparation – but once you’ve done your first steps right, it gets easier.
What you should be after is the initial goal – whether it’s more money or clients or views, be sure to produce consistently great content and amaze your viewers once in a while!