The power of video content: how to promote your business on YouTube?
30.05.2023 15:37
To win, you need to be in trend. It's an axiom of success. However, YouTube is timeless, and its popularity is only growing every year.
Developing a YouTube channel gives businesses many advantages. However, not all entrepreneurs are aware of the power of this tool to promote their goods and services, and thus miss out on opportunities to increase profits.
In this article, we will have a closer look at how to promote videos on YouTube, how to achieve business goals with the help of YouTube, the stages of channel promotion and design, what type of business is best suited to a presence in the YouTube community, and more.
What is YouTube?
In short, YouTube is a hosting service or a place to post any relevant video content that meets the needs of the target audience for free. In a broader sense, YouTube is one of the largest and most popular platforms that helps companies expand their customer base and increase sales.
As of April 2023, the number of YouTube users was over 2 billion. In Ukraine, about 40% of people visit YouTube every day. Thus, the platform has a huge potential for developing your own business. The question is how to use it and which companies are best suited for YouTube promotion.
Does your business need YouTube promotion?
If the content you post on YouTube accurately addresses the pain and needs of your audience, you can be sure they will thank you. Useful or entertaining content that solves consumer questions or provides information in an easy, accessible form attracts, surprises, makes you share, and 100% motivates you to take the targeted action. For example, to try or buy your product.
However, for certain types of business, developing a YouTube channel yields better results than for others. This channel works well in niches with attractive visual content: the beauty industry, cooking, sales of clothing, creative goods, handmade goods, accessories and electronics, and appliances. Wherever you need to show the design, functionality, and visual use of objects. Therefore, video content is often not an auxiliary, but the main promotion tool for such companies.
YouTube is an ideal place to attract a young audience that is interested in gaming, authoring content, watching and filming vlogs, product reviews and new products from global brands. The platform is also a good place for information businesses aimed at self-development and self-education: various online training courses, language courses, publication of tutorials, instructions, etc.
And even companies that sell software or sophisticated commercial equipment have every chance of success by making videos that are useful to their customers.
This means that any industry can be promoted on YouTube with the right concept and implementation.
Business goals that can be achieved with a YouTube presence
The goals for all companies are universal, they are:
- increasing brand and product awareness,
- increasing the number of loyal customers,
- promotion and advertising of goods or services,
- fast and wide channel coverage thanks to built-in targeting and YouTube algorithms,
- еffective presentation of the store's assortment and product features.
Depending on the business niche, the goals may be different.
How to develop a YouTube channel. Stages of promotion
Most novice businessmen who want to reach a new level of sales are interested in how to promote a YouTube channel and what resources are needed for this. Let's analyse YouTube promotion step by step.
1. Define channel goals and concept
Video marketing, like any other marketing method, should have an ultimate goal. Ask yourself:
➢ What is important to you?
What ideas do you want to convey to your audience through video posts? Is it to increase your brand awareness, attract new subscribers through informative or entertaining content?
➢ Will it be a purely advertising channel with reviews of your store's assortment?
➢ Do you plan to engage influencers and opinion leaders to promote your products in videos?
➢ Will you advertise on popular blogger channels? Although direct advertising has nothing to do with the promotion of your own business channel, it works better when combined.
The concept of the channel depends on the following factors: will it be educational, advertising, entertainment, or informational?
2. Defining the target audience
Identify who your potential customers are and what their needs are. This will help you create content that will be interesting and useful to your audience. For example, if you sell cosmetics, it's appropriate to post videos that explain to your followers how to use cosmetics for different skin types and ages. Generate content to address the needs of different customer segments.
3. Promotion strategy
A YouTube channel promotion strategy is a set of measures that will help you achieve your initial goals. For example, to increase the channel's visibility on the Internet, get the video into YouTube recommendations, and attract new subscribers. This strategy should be a part of a global marketing strategy, including social media promotion and paid advertising, and be consistent with search engine optimisation.
How to run a YouTube channel? When developing a channel strategy, you should consider:
✓ Creating a content plan.
Think about which video format suits your concept and the interests of your audience. These can be informative videos, product presentations, hints or tips, product reviews, video blogs, etc. Create a content publishing schedule and stick to it.
✓ Posting frequency.
Research shows that posting new videos several times a week will drive more engagement on your channel and more video views.
Ideally, you should record several videos at once, then edit them and post them on your channel according to a schedule.
✓ Video optimization.
In order for your videos to be included in the recommendations, i.e. for YouTube to notice them and show them to users more often, you should include relevant keywords in the titles, tags, and descriptions of your videos. If your videos rank well for relevant keywords, you will be able to generate more views and subscribers. Keywords will also help you optimise your content for search engines, which means making it accessible to Google users.
Use Google Trends or Google Keyword Planner to find popular keywords in your niche. Additionally, you can use TubeBuddy, which has many management functions, including a keyword ranking tracker, tag generator, etc.
✓ Watch time and other indicators.
The rule is simple: the more people watch your videos and the longer they stay on the page, the better your videos are promoted. The best way to determine the time of posting is based on your audience statistics in the YouTube analytics centre. Your channel's search engine rankings and YouTube rankings are also influenced by engagement metrics: likes, dislikes, number of subscribers, and comments.
✓ Call to action
To make users want to buy your product after watching it, you need to remind them about it. Usually, at the end of the video or during the video, ask them to subscribe to your channel or like it. It seems obvious, but people are more likely to do something when they are asked to. Any activity on your channel is only a plus for promotion.
4. Channel design
We can devote an entire article to this topic, because channel design plays an important role in its positioning and development. Let's focus on the main aspects of design.
- The channel cover is a banner located in the header of your profile. Users will see it when they go to your channel. For the image to be displayed in a high-quality manner, it must meet the requirements of YouTube: the size must be at least 2028x1152 pixels.
- The icon is your channel's avatar, which often serves as a logo. The standard size is 98x98 pixels.
- A channel trailer that will attract new viewers and a preview for each video.
- Video formatting. The videos you post must also comply with the platform's policies.
YouTube works with most popular formats: AVI, MOV, MPEG4, MP4, WMV, FLV, 3GP, WebM, HEVC, CineForm, and others. As for the video resolution, it is better to have it not lower: 2160p (4K) - 3840×2160 pixels, 1440p (2K) - 2560×1440 pixels.
Take care of appropriate titles and descriptions for your videos. The title should contain the main keyword and reveal the essence of your video or intrigue the viewer. In the description, you can tell what the video is about in more detail, indicate the history of its creation or authors, add a call to action, links to social media or products. For a long video, it is better to use timelines that will divide it into thematic blocks.
5. Effective ways of promotion
Engage the audience
Encourage viewers to share your content by creating interesting and interactive videos. Keep in touch with viewers through comments, likes, and reactions to their posts, and discuss the topics of your videos. After all, earning money on YouTube involves not only creating content but also regular interaction with visitors.
Inform about new videos
Use your website, social media, or mass email or Viber campaigns to inform your subscribers about the latest videos. The most effective reminder is to subscribe to your channel updates. If users do this, a special "bell" will notify them every time you release another video.
Advertise on other channels
Although it's a bit expensive to advertise your product on other YouTube channels, it's worth it. The cost of integration depends on the number of subscribers and popularity of the channel and can cost several thousand dollars.
You can also attract advertisers yourself and sell them space to advertise on your channel. Your earnings will depend on the number of views of their adverts.
These are not all the recommendations regarding YouTube promotion, but knowing the basics, you can easily develop your channel and implement non-trivial and useful ideas.
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