Take one look at YouTube’s statistics and you’ll be ready to integrate video marketing into your budget. With more than a billion users and billions of daily views, YouTube is not only bigger than Google (it gets more daily hits than the most popular search engine in the world), but its users are also generating obscene amounts of money. Using some of the most searched for kinds of YouTube content — like screencasts and how-to videos — will increase your search results and maximize your marketing efforts. Here’s how to get started:
YouTube Is Huge
You probably already know that YouTube is a huge market and a great way to drive traffic and get recognition for a brand, but the new statics are just staggering. YouTube mobile alone reaches more 18- to 45-year-olds than any cable channel on TV in the U.S. And its reach doesn’t stop domestically. YouTube can be navigated in 76 different languages in 88 countries, reaching 95 percent of the entire internet populous. But perhaps the most incredible figure has to do with the all important monetization of video content. The number of YouTube channels earning over $100,000 per year was up 50 percent in 2015.
Screencasts and Other How-To Videos
How-to videos are some of the most popular content online. From learning to play an instrument to learning to write code, it’s hard to dream up an activity that you can’t learn how to do from a seasoned professional. Creating a tutorial is the perfect way to teach customers how to use a product you’re promoting. It’s also a great way to deliver value to your customers without asking anything in return. If you’re marketing toothpaste, you can create a how-to video about proper flossing techniques that teaches your audience how to use something that anyone interested in toothpaste would value, without directly asking them to purchase anything from you. This kind of altruistic advertising will go a long way in developing a rapport as well as a level of trust with your audience that can be even more effective at converting traffic into sales than a traditional product promotion.
Screencasts are another type of how-to video that are extremely accessible to visual learners. It’s basically a video with a narrative dubbed over it that shows a computer screen. It’s an amazing way to show someone how to navigate a website or use a product like Photoshop.
Brand Stories and Interviews
Brand stories and interviews are another form of content that may be less search engine friendly but are an important part of developing a rapport with your customer. A brand story video is becoming a must for brands to tell their story and show the human side of the company. Interviews are a highly personal form of content, and can be performed on company employees as well as satisfied customers and experts in the industry to further establish an authoritative and knowledgeable tone to a professional YouTube account.
Contests and User-Generated Content
Contests that encourage user-generated content are some of the most compelling video content you can produce. As much as customers like to read product reviews and testimonials, they really enjoy a taste of fame when their own personal content is promoted by a brand they use and love. A great example is the Oreo Trick Shots video from the young and talented Peter Bamforth that is sure to sell a whole lot of cookies and get lots of bored kids excited about Oreos in a whole new way.
How to Get Started
A well populated YouTube channel is a must. Not only does it present a professional tone to the customer, it also empowers them to explore different aspects of the brand. It’s also great for SEO to have them clicking away on multiple different videos on your channel. While designing your marketing campaign, resist the urge to publish your videos until you have a few, ideally five to 10 in your cue, before you start publishing to your channel. Back them up using a cloud-based back-up system so they don’t eat up all your harddrive space. Don’t forget to include an SEO-optimized description that lists links to your website, specific products mentioned in the video and all of your other social media accounts. Make sure you upload eye-catching, on-brand channel art and a profile picture as well.