With Instagram and Snapchat providing a new venue for companies to test video, YouTube is still the undisputed king of visual content, with 5 billion videos watched on its platform every day.
YouTube has lately been in the news, but not for the best reason. Brands may be reconsidering how to navigate this increasingly complicated channel in light of growing concerns about brand safety and influencer misconduct.
So, with that in mind, here are some recommendations for brand YouTube strategy in 2018, along with reasons why the platform should still be at the top of everyone’s minds when it comes to social media marketing.
Make Lean-Back Content
One of the most common misconceptions about YouTube is that viral success is necessary for success. It’s often assumed that if you can’t show cats getting up to mischief or a pratfall, you’re not cut out for it.
This is off the mark, to say the least when you consider how users are viewing video content now.
While it is true that many individuals watch YouTube on their mobile devices, this does not necessarily imply that they wish for brief or entertaining films. According to Google, when it comes to watching the video, mobile is similar to TV; in other words, people are really watching at night at home for relaxation.
As a result, companies must no longer regard YouTube as simply an on-the-go entertainment platform. Instead, there is room for lean-back content, such as lengthy films of greater variety – whether instructional, instructional or even amusing.
The consistency of a YouTube channel is one of the most essential features that distinguish it from others. The most obvious method is how often videos are published, with major brands frequently publishing every few days or even on a daily basis.
The goal of consistency is not to have a highly active channel, but rather to provide the same format for all your posts. Instead, companies may achieve consistency in terms of style by publishing similar material. This can also be done by including the same personalities or returning to a recurring theme or topic. The main advantage is that viewers know what to anticipate from a channel after seeing it once, which aids in channel loyalty over time.
In order to maintain consistency, businesses must establish a content plan or strategy, which outlines when and what films will be produced and posted.
Build a Community
Ephemeral video can be useful for catching people’s attention, but it generally creates a sedentary user experience (where the audience is simply viewing rather than interacting).
The appeal of YouTube, according to many marketers, is that it fosters a sense of community for businesses. Each channel has the potential to cultivate a devoted and highly engaged audience, thanks to YouTube’s ability to combine videos from different sources.
There is a basic agreement (from both producers and viewers) that comments are necessary and appreciated. In order to form a connection with the audience, brands should be prepared and ready to reply.
Optimise for Search
Whether you’re uploading to YouTube or another video-sharing platform, getting your video noticed is a difficult task. Despite the fact that quality material and consistency are advantages for success on YouTube, it’s still vital for businesses to make sure their videos get as much exposure as possible. So, how can you improve the visibility of your video? Including a major keyword in the title, using relevant tags, and providing a long and well-written description are all simple steps you may take to help your content.
Customized thumbnails may also be beneficial for increasing views, thanks to the branded design’s role in maintaining consistency and familiarity.
According to Google, three out of four people watch YouTube at home on their mobile phones.
According to a recent report from ComScore, video consumption is on the rise. People are watching more videos via their smartphones, and it appears to be an automatic benefit for marketers as mobile users on YouTube are also said to be twice as likely to pay close attention when viewing compared with TV viewers.
This is due to the fact that viewing video on a mobile device reduces distractions. Viewers, on the other hand, maybe more inclined to engage in another activity at the same time while watching traditional television, such as cooking, cleaning, or using another gadget.
So, how can businesses take advantage of this? It’s all about considering the user desire with a mobile-first approach that allows for relevant and engaging content in a real-time context.
Consider the Micro-Moments
So, what sort of material should you be creating? According to Google, it’s important for businesses to think about their consumers’ “micro-moments” in order to produce useful content.
To think about why someone is using the internet to seek assistance, knowledge, or entertainment – and how a brand may create content to intercept and fulfil this need.
Beauty companies are particularly good at this. They quickly capitalize on the demand for advice, techniques, and make-up tutorials. It does not always have to be educational, however. Cosmetics company Lush frequently posts films addressing its attitudes toward ethics and sustainability, which is likely to appeal to those with similar viewpoints.
Make Careful Use of Influencers
The popularity of YouTube and influencer marketing has grown over the last several years, with brand partnerships typically resulting in wider exposure and reach. However, we’ve seen celebrities such as PewDiePie and Logan Paul make a number of blunders recently, prompting many businesses to reconsider their involvement with influencers.
With some advertisements appearing alongside extremist material, it’s no surprise that a few businesses have pulled themselves from the site entirely.
Is it necessary for firms to be excessively cautious? YouTube’s decision to crack down on harmful videos should result in fewer problems for marketers. So, in terms of influencers, is it perhaps best for companies to walk even more carefully when working with well-known creators, or those whose material has the potential to be inflammatory or contentious?
While this may appear like a no-brainer, it didn’t stop companies like Nike and Pepsi from working with Logan Paul in the past. That being said, as long as businesses exercise caution – and choose influencers that represent their own company values – there’s no reason why the “YouTuber” trend won’t continue to grow.