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Using YouTube for Digital Marketing: Increase brand awareness with videos

Using YouTube for Digital Marketing: Increase brand awareness with videos

Admin 05-12-2020

Video marketing has been with us for more than half a century. Back in the days, businesses used to put up ads on television to sell their products and although they still do it today, the concept of video marketing has upgraded quite a lot since then.

Videos are not limited to television advertisements. They are becoming more informational, about the brand, the industry of that brand, and anything around it. And the platform for sharing all this information is not television, it is YouTube.

YouTube is a video search engine where thousands of videos are uploaded every day, more than 400 hours of videos uploaded every minute. And these many videos have just as large of an audience. As a business, you cannot afford to not have a presence on YouTube where your potential audience is present in large numbers.

How to get started with YouTube?

Setting up a YouTube channel is fairly easy. If you have a Gmail account, simply sign in to YouTube with your credentials.

To start uploading, click on the tiny video cam-like button on the top right beside the search bar and select “Upload video” if you wish to upload a pre-recorded video or “Go live” if you wish to interact with your audience live. However, the option for live streaming is more effective when you already have a considerable amount of subscribers with whom you wish to interact.

Choose whether you want to create the channel with the same name as your Google account or you can create a custom YouTube channel with a different Google account with a dedicated channel name, profile picture, and “About” description.

Pro Tip: Make sure the description you write in the “About” section reflects your brand and its values and lets your viewers know what your YouTube channel is all about.

Once you are in the YouTube studio interface, you can select the video file that you wish to upload and fill in the details like title, description, thumbnail, and hashtags. Here, you can optimize your video to reach a larger target audience but we will discuss that in the latter part of this blog.

Once you have added the details, add video elements (refer below to find out more), and toggle visibility before clicking on the finish. Now your video is on the platform for your audiences to view.

How to optimize your channel and video on YouTube?

YouTube’s algorithm prioritizes the user’s search query much like Google itself. So the first thing you should do is identify the keywords that your target audience uses on YouTube.

With those keyword search terms, see what kind of content comes up in the results. Select ‘Channels’ from the filter option, these are your competitors on YouTube.

Check out their content, the video format, and their average length. You must also make a note of the number of comments, views, likes, and similar other metrics to set a benchmark for yourself.

Optimizing your Channel

The first thing anyone will see about your channel is its profile picture and the name so, if it is possible, use your main targeted keyword in the channel name.

Profile Picture and Banner Image:

Profile picture becomes your identity on YouTube along with your name. So make sure that you keep it consistent without changing it too many times.

On your banner image, YouTube allows you to put clickable social media icons and website links. Make good use of it to draw your YouTube audience to your website and social media accounts for increased engagement.

‘About’ Description:

When listing down the channels in the search result, YouTube shows the first couple of lines in your description. This is where you must put your targeted keywords to increase search visibility.

Channel Trailer:

Add your channel trailer, a short 15-second to 1-minute long video that showcases what your channel is about and gives a glimpse of the kind of content your audience can expect from your channel.

This video is shown only to the audience who haven’t subscribed to your channel. Your subscribers will see the featured video set up by you.

Trailer Video Description:

The description for this trailer video is shown right beside the video so make sure that you make good use of it by including the right keywords and keyword phrases to increase visibility in search.

Same works for the description of your featured video for your subscribers.

Optimizing your Videos

Video Length:

Video length may differ according to the category of your video. The most popular ‘People & Blogs’ category has videos with an average length of 8.4 minutes whereas the average length of all videos on YouTube is 11.7 minutes. So make longer videos with genuine information.

Video Content:

YouTube has an option to view auto-generated video transcripts which showcases the captions with the timestamps. YouTube search bots crawl your video transcript for keywords that match the search query.

This means that you have to have a focus keyword for your video script as well. The keywords spoken in your video are just as important as the keywords in the description or any other text you write on your channel.

By the end of your video, make sure to remind your audience to like, share, and subscribe to your video.

Video Thumbnails:

Thumbnails are your video’s cover that gives your audience a glimpse of what to expect from your video. YouTube’s home page shows videos in grid view where users first see the thumbnail and then check out the title. If they do not find the thumbnail interesting, then chances are that they may not even check the title either.

An attractive thumbnail also plays a vital part in increasing the views of your video and increase engagement with your brand on YouTube.

Video Title:

The title of your video is just as important as the thumbnail. Use keywords at the beginning of your title. If you are adding a video in a series, but keep the “Episode” or “Part” for the end of your title.

For example, write “How to edit videos | Part 3” instead of, “Part 3 of How to edit videos”.

Similar to the blog, use numbers in your titles. “5 Easy Hairstyles for Busy Mornings.”

Keep your title short and simple so that the user can see the complete video title and knows what to expect in your video.

Video Description:

Video description is where you give a brief about your video content. When the user inputs a search query, the result page shows up to two lines or a 50 to 70 characters long description. Make sure that you use to add your keyword within these first few characters.

After the first few lines, you can elaborate on your description. This is where you can put your links to similar videos or other videos from the same series. You can also put your social media links to make sure that your viewers on YouTube can also find you on other platforms.

If you have a long video (longer than 2-3 minutes) include timestamps for topics included in that video. This way, your audience can find a particular topic they want to watch without spending the time watching the minutes before that.

Make certain that you also include relevant hashtags in the ‘Tags’ section on the upload screen.

Video Elements:

YouTube allows you to add certain clickable elements to your video to promote your channel and other videos. These elements are cards, end-screens, and watermark.

The watermark, as the name suggests, allows you to brand your video with a logo or other image that depicts your business.

Cards allow you to add small interactive buttons at the top right corner of your video at any particular point. You can add up to 5 cards and use them to promote other videos related to the topic going on in the current video at that time.

For Example, if you are discussing animation at 3.14 minutes in a video for ‘types of videos’, you can add a card with a link to your other video ‘history of animation’ at precisely 3.14 minutes so that if the viewer wants to know more on animation, they can click on the card and view the video from there.

You can use the cards for promoting your channel, your website, adding polls, or making a fundraiser.

Similarly, end-screens allow you to add playlists, promote videos from your channel or other channels, add a link to your channel or subscribe button in the last 5-20 seconds.

Once you have done this, you can either publish your video or schedule it for later.

Promote your Video

Just like your blog, you need to promote your video to your existing audience on social media, through emails, and from blogs. For people to watch your video, they need to know about its existence.

YouTube offers you to share a link of your video on your social media and your personal contacts through messaging applications like WhatsApp. It also allows you to embed the video in your blog or website so that visitors to your blog or website also increase your views.

And once you have done that, you can engage with your audience further with the community feature that allows you to share regular posts and polls. You can use this feature in between when you do not have a video scheduled.

Conclusion

YouTube is a platform with vast possibilities for video marketing. It is easy to use and mobile-friendly. This means that the content you publish on YouTube reaches everyone who uses YouTube, whether on their desktop or their smartphone.

Google often shows video results higher than the other results on the search engine result page, so if your content is most relevant to the search query, it may also appear on the normal SERP and not just on YouTube search.

Let us know what else you do to promote your business on YouTube and we will add those points in our next blog related to the topic. Till then check out our other blogs on digital marketing and its nuances.

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