YOUTUBE & MARKETING: HOW TO USE YOUTUBE TO FURTHER YOUR BRAND (PART 2)
“The forgotten foster child of social media marketing is YouTube” – James Wedmore (hey we have the same first name).
Okay it’s more along the lines of paraphrasing, however the sentiment is there and in terms of social media top of mind, YouTube really ain’t there. THAT being said this presents a huge flaw in one’s social media game. The avenue for countless hours wasted on cat videos is also a viable social media marketing platform.
Last time, a few weeks ago, we covered the history of YouTube and the dramatic shift in content that was broadcasted on YouTube; from vlogging based videos – to – high-production value videos. In this blog we’ll be covering viable marketing tips for YouTube in addition to rationale for why you’d do this in the first place…
An interesting consideration when making a YouTube video, something that runs across the board with successful YouTubers is the notion of consistency. AND I guess in a lame sentimental sort of way that’s true for everything, the little engine that could and bullshit like that – but if you’re going to take YouTube seriously, it involves playing a game of consistency. Getting videos out on a regular basis to curate (there’s that word again) your audience and content. Keep them satiated with your material by regularly dropping it on them while maintaining quality standards. This may mean pre-making or stockpiling videos for later deployment.
Consistency also runs in line with a theme I talked about with other successful Youtubers, persistency – this can be in terms of not taking flack from haters which inevitably come with YouTube videos. Not being derailed, jesus this is sound more and more like the little engine that could, is pertinent in it allows you to keep making content (and aids the consistency aspect as discussed earlier). This notion pretty much overlaps directly with the abovementioned paragraph, and I think I regret writing this one – maybe.
Another part to our meth equation, GOD DAMN IT – I LOVE BREAKING BAD, would be thinking of a high-concept. Something that would intrigue, inform, or entertain the target market demo or persona you’re trying to target. For some businesses this could be in the form of verbally deconstructing their respective market in an entertaining way:
One thing to avoid would be the straight-forward presentation style with a bad presenter. You need to find ways to ENGAGE consumers and having a good speaker or intelligible knowledge to share in an exciting or entertaining way will attract viewers.
YouTube like most entertainment mediums has this weird, uncanny valley of sorts where mediocre content falls. Bad videos, in the context of so-bad-it’s-good can generate tons of views, look at Rebecca Black’s Friday. Similarly, exceptional videos such as Man-At-Arms’ series can do the same while providing good content. WHAT YOU DON’T WANT is to fall into that realm of meh – any response is better than apathy.
“You need a proven, repeatable, scaleable video to have a YouTube strategy, a viral video is anything but that” – James Wedmore (again paraphrasing).
An example of a persistent YouTube channel that essentially exists as an advertisement for a product would be the hit series “Will it Blend?” – a series in which products are placed in blender and the machine is then activated. It satisfies some primal urge to seeing stuff break that we all, let’s face it, enjoy, and is done in a highly satirical and comedic manner, all the while being an advertisement for Blendtec’s line of Blenders.
Other viable considerations include having a discernable call-to-action tell viewers to subscribe, share, like – give them the directions to do so and you’ll remind them to take the action necessary to build a channel.
NOW we’re moving onto why you’d use YouTube. From an engagement perspective, YouTube – by combining visuals and audio, is an easily digestible format for the viewers/target market in that they can simply sit back and relax while information is presented without having to do much in terms of work (reading and comprehending as much). Conversely this translates into easy shareability across other social media platforms. ANOTHER, more BETTER REASON as to why you’d take on YouTube is taking into consideration Google’s shadowy involvement with the site.
Since Google owns YouTube (the number one search engine owning the second largest) there is significant cross over in how results on Google are displayed. Google actually values YouTube videos more than other content; Google favours YouTube and in the search results on Google, this can result in your video placing higher in organic search results (even beating websites) when people do a search. This can be used to leapfrog competition in the listings. Additionally with the integration of Google Plus and how search attributes articles to an author this can work in brand expansion.
A third consideration, by a bit of a stretch, is in using YouTube as another stream of income. Viral videos on YouTube can generate profit, and while they are hard to make happen all the time – if you’re successful, you can turn this into an avenue where you not only market your product/service/whatever, but get paid to do so.
In closing, YouTube is one of the most exciting means of social media marketing – it may be a little more complex than a simple post or image macro, but it can yield significant results if properly deployed. The technological entry level may be higher, but with a little consistency, with some quality ideas, and a little luck – anyone can do it.
- Want to comment on YouTube videos? Now you need Google+ (nbcnews.com)
- Online Video Sharing (redspadeproductions.wordpress.com)
- YouTube Co-Founder Leaves His First YouTube Comment In 8 Years, And It’s To Bash Google+ (GOOG) (businessinsider.com)
- YouTube co-founder not feeling the new Google+ comment system (9to5google.com)
- YouTube Upgrades Comments With Google+ Integration (mashable.com)