How To Make YouTube a Part of Your Video Marketing Strategy

When YouTube began in early 2005, it was a platform for amateur video-makers to share whatever was on their minds. Fast forward to early 2021, and it is the world’s second-largest search engine -boasting over two billion users. Yes, that’s billion. With a B. More than 30 million people use YouTube every day to watch nearly a billion hours of content. All of these large numbers add up to one thing: you should be using YouTube in your video marketing strategy. (Psst…don’t have a video marketing strategy? Here are a few more reasons you need one.)

Video content is more prominent than ever, especially with new video platforms like TikTok emerging, and more established social media platforms allowing videos to autoplay. Because YouTube is all user-generated, it gives you a unique way to create authentic content that encourages users to trust you and your brand. 

Not sure how to get started? Here’s a few tips.

Types of YouTube Video Content To Create

  • Introduce your team. Introducing your audience to your team via video adds personality to your brand. Not to mention, people like to do business with people, so show them who you are! This is one of the best and easiest ways to get people to know, like, and trust you. 
  • Go behind the scenes. Give customers an inside look into what you do. This will help set you apart from the competition and foster a connection between you and the people you want to reach.
  • Answer questions. Make Q&A videos answering questions in your field. ICYMI: YouTube is owned by Google. This not only means the platforms share search algorithms but also that there is a little nepotism happening there. Google has been favoring video content over all other mediums for nearly 15 years, so it’s time to start thinking of YouTube as a search engine. Cover topics you think people may search for, or that you want your brand to show up for in search. Answering someone’s question automatically gives you credibility and a voice.
  • Share testimonials. Social proof is critical for developing trust with your target audience, and testimonials are essential to building your brand. People listen to other people. Written testimonials are good but some can be skeptical. If a potential customer hears from a happy one, they may be more likely to become a customer.

We’ve got a few other ideas for using video to engage with your audience here.

Posting to YouTube: Tips & Tricks

Awesome, you’ve got a content calendar packed with great video content ideas. But now what? Once you’re ready to publish, there are a few tips to keep in mind to make sure you get the greatest exposure for your new masterpiece. 

  • Upload a thumbnail. The thumbnail is the still photo someone sees before clicking on your video. It is important to make sure this image is good quality, clear and concise. Make people want to click.
  • Add tags. Tags are words or phrases that give your video context. You should use a good mix of tags that are both broad and focused depending on your topic. Don’t overdo it, though. Usually, five to eight is enough to give your video context, but not so many that you confuse YouTube. (It can be done.)
  • Build playlists. Grouping similar videos into playlists is helpful because when one video in the playlist finishes it automatically begins playing another. Odds are, if someone is interested in one of your videos, they could be interested in others, and having them organized together is helpful. It also gives you a bit of control over how people view your content. It works for Netflix, and it will work for you too. 
  • Reply. Engaging with comments on your YouTube channel continues to foster a connection with your viewers and potential customers. Whether you reply to them, or just like their comment, it shows you care.

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