48. Use a little humor. “Have you ever wondered why the funny videos on YouTube earn so many hits in such a short time? That’s because people love humor. We all like a good laugh. There are several YouTube channels out there that have had huge success by injecting humor into their videos. You don’t have to make your audience fall on their backs laughing – just flashing a little sense of humor will do the trick.” – Top YouTube Marketing Tips, TechAdvisory.org/Pronto Marketing; Twitter: @prontomarketing
At the same time, YouTube is moving to develop subscription services. In November, YouTube announced a music-subscription service, similar to Spotify, that will offer ad-free listening and other tools for $10 a month. YouTube executives have discussed another subscription offering for non-music content, according to one industry official, which would be in addition to its existing ad-supported service.
29. Prioritize the visual appeal of your YouTube channel. “Next, work on the visual appeal of your channel. Describe what the channel is all about and add links to relevant content that you may have shared in websites and other platforms. This makes it easier for visitors who want to check your credentials again or learn what your brand is all about. Do not neglect the margins on the left and right side of your channel. Use them to showcase pictures and other content related to your brand.” – Maryanne Gaitho, How to Make YouTube Your Social Media Marketing Tool, SimpliLearn.com; Twitter: @simplilearn
Like any good campaign or content generation, it’s important to establish what you want to accomplish with your video before you get into the nuts and bolts of bringing it to life. Do you want to increase awareness for your brand? Drive inbound website traffic? Add subscribers to your channel? Increase social shares? Or do something else entirely? Establishing a singular goal at the start of the production process is key and will allow you to focus the video’s script and strategy on accomplishing it. It’s perfectly OK to have multiple goals for your YouTube channel, like increasing brand awareness and adding subscribers, but the best practice is to focus on one goal per video.
As the world’s second largest search engine, YouTube allows your videos to be seen through organic search or paid advertising. Video is a great way to humanize your brand by showcasing real employees, customers, or partners. It also allows you to build credibility by publishing informational content that helps your target buyer. Promoting your videos through paid advertising versus organic search can impact the type of video you should create. If you’re planning to increase awareness organically, consider filming the history of your company, customer reviews, or product tutorials.
One of the main ways you can take advantage of this feature is by creating a channel trailer. A channel trailer is the video version of your description and is shown to all your unsubscribed viewers. Your trailer should be short and sweet (around 30 to 60 seconds). Focus on showing visitors what your channel is about, what they can expect to see, and encourage them to subscribe. Your trailer won’t be interrupted by ads, keeping the user focused on why they should watch more videos from your brand.