VIDEO MARKETING
ON YOUTUBE

Foremost, we need to understand why people use YouTube. There are lots of search engines and millions of ways to find the necessary information on the Internet. Then why use YouTube?

First of all, it’s simple: just click on the video and watch an unlimited amount of content anywhere at any time. You can watch videos while making dinner or listen to lectures while washing the dishes.

Secondly, on YouTube, you can find an answer to almost any question, whether it is about astrophysics or cosmetics. No need to switch between different sites and platforms, all answers are on one platform. All you need to do is just choose the title you like the most.

Moreover, most people are visual learners, who process video information easier than text. You can see the product, check its quality, and get some ideas on how to use it. And if you’re looking for the manual, tutorial videos are exactly what you need.

For users, YouTube is undeniably a very helpful source. However, companies have a completely different set of goals. Let’s find out how YouTube can help your brand and why you should consider starting a YouTube channel. Different types of videos can help you solve your business goals.

Being one of many Google services, YouTube makes it easy to create an ad campaign and promote videos to find a new audience. Several types of ads may appear there: pre-roll (shown at the beginning of the video) and mid-roll (shown during the video). Using video ads companies can attract their first customers, introduce a new product to the audience and boost brand awareness.

Here are some tips you should know before launching your ad campaign on YouTube.

Firstly, YouTube ads are short in length (15-20 sec) and it is crucial to prepare a script beforehand, so you wouldn't forget to mention all the necessary information. Also, such videos are usually skippable, that’s why it’s important to draw viewers' attention in the first 2-3 seconds, so the viewers won’t skip your ad. Here are some samples of good ads:

Figuring out how to use a new product (whether it’s a construction adhesive or web hosting) is usually difficult for many people. At times like this, customers need help from the maker and if they can get one, they are most likely to stay loyal to your product/service and your company.

Your clients not only remain loyal to your brand but also may consider using other products and services, they haven’t noticed before. After watching videos they may realize they need to try them too.

Keep in mind that educational videos don’t have to use tricks such as “the best on the market”, or “the only solution” to sell your product. Education is not about sales, it’s about useful content and its benefits. Such videos help clients to fix their pain points by explaining how the product or service works. These videos answer the “How can I do something” question. That’s exactly why they must be 100% useful and relative to the topic.

And one more thing – YouTube finds educational videos helpful to viewers and actively promotes them itself. In addition to YouTube, such videos are shown on the Google search engine results page. By the way, Google likes websites containing videos from YouTube.

There are different types of educational videos: tutorials (how to do videos), explainer videos, reviews, presentations, webinars, FAQ videos, etc.

When your video is ready it’s time to upload it on every platform possible, both free and paid (if you have enough budget). The more platforms you use the more views you get. Moreover, YouTube promotes videos that have been watched on different resources.

Brand-client interaction sources: email marketing list, knowledge base, company website, product page, social media, etc. Companies can use these free sources to help their clients. For example, if a client signed up on your platform but didn’t proceed further, you can encourage him by sending a “What should I do next” video.

If you’re planning to create a long-term campaign (more than 6 months), you should create a YouTube channel. When users search for a company name, they’ll see the official channel and click on it to find the information they’ve been looking for.

YouTube also allows its channels to freely promote videos on Google SERP. If the platform finds your video interesting to viewers, the average view duration is long and the engagement rate is high, YouTube will recommend the video.

Collaboration with bloggers is another way to promote your videos. Make product review or create some educational content in collaboration with bloggers. Then, bloggers will upload videos on their channels for their audience to see. The audience will go to the company’s website/channel or take some other action.

High-quality video content is an effective way to attract a new audience and increase customer loyalty. While some companies can achieve great results with their video campaign, others can fail dramatically and lose all their budget. Let’s find out why some companies shouldn’t do video marketing.

This is probably the most common mistake. Some companies begin video campaigns because everyone else is doing it. Trying to keep up with trends may result in budget and money drains. Before starting your video campaign and creating a YouTube channel, answer the following questions:

If you’re unable to answer the questions or the answer is “no”, you should consider postponing or canceling your video campaign, so you won’t be disappointed in the outcome.

The ultimate goal of the content is to be seen/heard/read by the target audience. If we realize our target audience doesn’t use YouTube or doesn’t search for our company on YouTube, then there’s no point in making a YouTube channel.

In this case, we can still create videos and upload them on our website, there our clients will notice and watch them to get necessary information about our product/service.

YouTube channels and video content can help achieve many business goals if the company plans its video campaign carefully. And don’t be scared by your competitors, even if they are already successful on YouTube, it doesn’t mean you can’t try. There are billions of users on the Internet. But remember, visuals aren’t everything. Useful high-quality content is the key!