As a marketer, you know that a good marketing strategy is diversified and consistent. It should include strategies to use social media platforms to expand your reach and strategies to increase your search engine optimization (SEO).
But do you recognize the value of Youtube for your marketing strategy?
While this platform might seem like a simple site that people use to watch short videos, it is actually the second largest search engine on the Internet. Millions of people conduct video searches and watch video content every day. In fact, Youtube has two billion unique users each month.
Here are a few more reasons why you should make YouTube a part of your business’ marketing strategy:
1. Your Target Audience Uses YouTube
As you can see from the statistics mentioned above, YouTube has a massive reach. Chances are high that at least part of your audience watches some sort of video content on YouTube.
What’s great about Youtube is that it’s also a search engine, so users don’t have to passively wait for content to find them. They can search for what they want to see or want to know.
And Youtube users are engaged users. An average of one billion hours of Youtube is watched every day.
Why wouldn’t you take your products, services, and content to a platform where they spend a good portion of their time and are actively looking for you?
2. YouTube Can Boost Your SEO
One of the biggest perks of YouTube is that it is easy to use this platform to repurpose your content and increase your SEO.
While you can create long-form videos specifically for Youtube, you don’t have to. Whether you have a webinar, a podcast episode, or just a long explainer video, you can take the content you have and create YouTube videos to expand your reach and attract a wider audience.
Youtube is owned by Google, so there is a lot of interplay between the 2 search engines. In fact, when you perform a Google search, you often get Youtube videos as a response, often as the top search result or featured snippet.
But wait, there’s more 😉
You can take those long-form videos and repurpose them even further into a bunch of 2-minute clips that, while great for social, also serve a purpose on Youtube. If you add all of these videos to a Youtube Playlist with strategic titles and keywords, you can increase your search engine ranking even more.
The playlists also help keep a viewer inside your content. With Youtube, there are often a million distractions with suggested videos, comments, ads, etc. With a playlist, you can funnel your viewers into more of your own content, instead of the suggested videos offered by Youtube.
3. Your Competitors Use YouTube
According to a HubSpot State of Marketing Report, nearly 48% of marketers plan to incorporate YouTube into their marketing strategies within the next year. If you don’t plan to follow suit, your brand will get left behind.
Video content significantly drives organic traffic. If your competitors take advantage of YouTube’s reach to share video content, and your brand doesn’t, you’ll miss out on thousands of potential new subscribers, followers, and website visitors.
Best Practices To Create YouTube Content
With these factors in mind, it’s more important now than ever for you to make YouTube a part of your brand’s marketing strategy. As you get ready to use this platform for your brand, here are some best practices you should keep in mind:
Know Your Audience
Youtube is a search engine, and if you want to show up when your audience performs a search, you have to know what they search for.
You need to know who your audience is, what they care about, and what they want to know. Then, you can make content and title it appropriately to reach your audience where they are.
Keep An Eye On Your Metrics
All too often, brands will create a YouTube channel, upload videos, and then ignore the platform until it’s time to upload the next video. This is not going to do much to help your brand grow on the platform.
It’s important to post high-quality, engaging content and to monitor how well your videos perform on the platform. Are there some videos that have high levels of engagement compared to others? Adjust your content creation accordingly.
Make sure you watch key metrics so that you can fully take advantage of the growth this platform has to offer.
Choose Your Titles Carefully
Your title is a key component that Youtube’s algorithm uses to understand your content and to put it in front of the right people.
Optimize your video titles with keywords that your audience searches for (again, you have to understand your audience). According to Hubspot, it’s best to put these keywords at the beginning of your title and to keep your title 60 characters or less.
Key tip: Don’t clickbait. While it’s great to write intriguing titles that make people want to click on the video, it’s not great to mislead your audience.
If viewers don’t think that your video follows through on it’s promise, they’ll watch less of it, which will affect your overall search engine ranking. Plus, it’s just rude.
Switch Up Your Content
If your subscribers only see explainer videos week after week, they are going to stop visiting your account. Keep your content fresh by mixing in:
- Behind-the-scenes videos
- Video interviews
- YouTube Live video
- Videos from events
- Other engaging content
It’s always a good idea to repurpose some of your existing content into long and short-form video content for YouTube as well.
Need Help To Repurpose Your Youtube Videos?
We 🧡 to repurpose long-form video content into video meme assets that you can use to explode your social media, and create those handy-dandy playlists we talked about.
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Shaina Weisinger is the founder and CEO of Repurpose House, which turns your content into unlimited videos and images. Shaina is on a mission to show content creators the untapped potential and repurposing power of the content they already have. Shaina loves to laugh loudly, be obnoxiously competitive on the volleyball court, treat her dogs as her kin, and recover from tripping on or running into almost everything within a five-foot radius.